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A real estate franchise owner using video for branding purposes

See why video is essential to maintain a unified brand identity for real estate franchises.

Key Takeaways:

  • Video and virtual tours have become must-haves in real estate marketing
  • Align your brand messaging with the seasons
  • Social media outlets, such as TikTok, are essential promotional tools

In today’s competitive marketplace, it can be a struggle for a real estate franchise to distinguish itself amidst the sea of voices out there. It’s, of course, crucial to nurture excellent properties and deliver top-notch service to clients, but it’s also necessary to deliver a positive first impression and maintain a unified brand identity so people know exactly who you are every time. 

Video is the ideal tool to accomplish this – it’s your hook to stand out from the crowd, build trust, and have a real impact on your clients and your bottom line.

Data shows that video has tremendous power to inform people about brands and influence their purchasing decisions. 91% of consumers have learned about a product or service through an explainer video, 87% say the quality of a video affects how much they trust a brand, and 82% have bought a service or product after watching a video.

As you can see, video is pretty important to consumers, and a cohesive, recognizable brand identity builds trust and momentum. Below, we will address how video content can help real estate franchises meet the challenges of maintaining a cohesive and recognizable brand identity across different markets.

The role of video in real estate branding

In the wake of the COVID-19 pandemic, there has been a significant increase in the use of video and virtual showings to promote real estate listings. Social media outlets like Facebook, Instagram, and particularly TikTok, have proven to be invaluable tools in maintaining brand awareness in real estate marketing.

Videos are now commonplace on every kind of listing, from affordable apartments to premium estates. Whether it’s 30-second Instagram vertical videos or professionally-produced mini movies that can cost upwards of $50,000, video is essential to showcase your brand and engage qualified buyers. For most, it’s the first time they will see the property and it allows them a quick yet detailed view of the home.

One platform that deserves some extra attention here is TikTok. It has become a popular destination for real estate franchises that want to attract prospects from the digital native generation. It has swept up millennials, Gen Z, and even Gen Alpha viewers, all of whom use it to help make purchasing decisions. It is a helpful platform for getting your brand out there to the current and future generations of homebuyers.

Next, let’s look at techniques for maintaining brand image across diverse markets. 

Maintain brand image across diverse markets

One of the most effective tools to maintain brand image is to offer branded video tours. They put your name, brokerage, and contact info front and center while viewers take in your property. When the tour is uploaded to YouTube and then embedded on your site, it gives your property a potentially larger audience beyond those who seek out your website specifically. Unbranded versions of the tour can also be useful, particularly for multiple listing services (MLS), which tend to avoid including branded content in listings.

Here are some significant additional benefits to branded video content:

  • Identify strong leads. Contrary to the old axiom, when it comes to potential buyers of your properties, more isn’t always merrier. Yes, it’s satisfying to see a line out the door, but also frustrating when many in that line aren’t actually planning on making an offer. Buyers who watch virtual tours will have a clearer sense of whether the property interests them, and many will opt out if it doesn’t, leaving you with a smaller pool of better leads. This can lead to as much as 40% fewer wasted viewings.
  • Widen the pool of potential buyers. There is a surprisingly large number of possible buyers who may have an interest in your property but are unable to visit due to a wide variety of factors. They may be moving from out of state, have small children at home, have a temporary illness, or simply can’t fit the showings into their work schedule. Branded virtual tours are the perfect way to give these potential customers access to your property. Nearly 90% say that they are more inclined to seriously consider a property with a video tour. And, 55% would buy it sight unseen if they like the video tour. 94% of Gen Z and 83% of Millennials would opt for an agent if they could get to know them first through a video tour.
  • Boost your listings’ profiles. Properties listed with videos receive approximately four times the number of inquiries as those without them. 

Branded video tours engage potential buyers by letting them peek inside a property they otherwise might not get to visit, and help sellers by giving them a much more solid prospect list. And, it doesn’t take a Spielberg-level filmmaker or Netflix-level resources to make a compelling video tour. Now more than ever, it’s easy to shoot, edit, and publish high-quality, affordable video content that is consistent in visual style, messaging, and values.

Seasonal branding can also be incorporated into video content to highlight properties at different times of the year. Let’s take a look at doing that. 

Leverage video for compelling seasonal branding

Anyone who’s spent any time in the real estate business knows how big a role the seasons play in the pace of the market and the mindset of the customer. In some markets, properties sell at a 5.9% higher price and 18.5 days faster in the first two weeks of May. In warmer areas or ski towns, winter is the busier time.

Every season brings with it changes in buying habits and decision-making. A successful branded marketing strategy takes that into account and makes use of video to convey the right message in the right season, strengthening the brand’s connection with the target market.

Here are some tips for each season:

Spring

  • This is the prime season for many markets, providing nearly twice as much revenue as the winter. As the weather warms, trees bud, and grass grows, people are drawn to the outdoors. It’s the perfect time to grab their attention and get them out to your property.
  • Spring also brings with it tax refunds, with filing due on April 15, and the opportunity for buyers to use that extra money to cover closing costs, and sellers to use it for landscaping and renovations.
  • It’s also the ideal time to focus on your property’s curb appeal – the condition of the property’s landscaping.

Summer

  • Like spring, summer is another vital season for real estate. Indeed, 68% of buyers want to close before leaves start falling. Warm air and green grass make for an ideal setting for people to envision themselves in a new home. Even if temperatures get hot, that presents a great opportunity to tout the listing’s central air conditioning.

Autumn

  • With the rush of spring and summer fading away, homeowners with school-age children have largely exited the market. However, that leaves nearly 66% of remaining potential home buyers with no school-age children living at home who are still on the hunt.
  • This is an ideal time to grab footage of leaves falling with the softer light of the season. It’s also a great time to reach out to those clients who bought in the spring and summer and gather testimonials or case studies.

Winter

  • Although winter is a much slower selling season in many markets, hotter areas of the country see increased activity. Target your video messaging to regions where the audience is ready to buy.
  • Fewer buyers means less competition which means there are still plenty of savvy customers out there waiting for the lines to thin so they can snag a great deal. Sellers can raise prices since there are fewer properties out there.
  • It’s also an excellent time to take advantage of the holiday season – trot out special offers or limited-time pricing.

Real estate seasonality is an essential component of any branding strategy and can inject a sense of fun into your video messaging. Next, let’s talk about how consistent and high-quality video content can elevate a real estate franchise’s brand perception.

Elevate your franchise with video content

There are many ways compelling video can elevate the brand perception of a real estate franchise.

  • Agents can introduce themselves to potential buyers so they will have faces to put to names before they even set foot on a property.
  • Video tours give prospects an immersive, visual experience that comes as close as possible to actually being there. Narration and music can help heighten the experience and direct viewers to key features of the property.
  • These tours can also extend to the wider neighborhood, featuring local restaurants, cultural offerings, and other attractions, giving a taste of what daily life could be like in this area.
  • Testimonials from previous clients are a must-have, along with explainers on common questions like financing and the finer points of the home-buying process.

Video is the present and future of real estate – buyers expect it so they can have a glimpse into the property and sellers rely on it as an integral part of their branding strategy.

A true partner in the video branding journey

It’s difficult to overstate the positive impact video content can have on brand identity. It broadens your appeal to a wider audience, deepens relationships with current clients, provides a competitive edge to your listings, and allows your audience to target the properties they truly want.

Video solutions have quickly become a necessary investment for any real estate franchise that’s serious about connecting to its target market and enhancing its brand in the marketplace. And, the good news is that you don’t have to do it alone.

REP-Digital’s all-in-one approach that combines creative expertise, strategy, and production excellence provides a streamlined process that helps create captivating brand stories. Our unique and powerful SaaS platform, Morpheus Marketplace, allows you access to world-class content creation tools and an army of content creators to help spread the word. Join our waitlist and be one of the early adopters to experience the power of Morpheus Marketplace.