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Creating and sharing quality videos is a great way for real estate professionals to drive more traffic to their website, increase brand exposure, and better showcase property listings. In fact, 85 percent of users say they are more likely to purchase a product after watching a video (ComScore).

Joe Sesso, Homes.com National Speaker and edutainer, has had success in creating videos to promote his own business and he shares this expertise during his “How to Leverage Video Marketing for Real Estate: How to Make & Use Videos That Will Leave Your Competition in the Dust” presentation from NAR 2013.

But before we get into how you can create these videos, let’s first talk about how valuable they can be for your business. During last year’s Super Bowl, thirty-second advertisements had a going rate of 3.8 million dollars. Furthermore, Facebook charges about two million dollars per day for 15-second video advertisements. While it’s highly unlikely you’ll ever need this type of budget for your real estate business, it’s obvious that video is becoming an important way for companies to market their business.

According to Sesso, there are 3 key things to remember when coming up with the content for your video.

1) It’s Not Just About the House: Although pictures of your listing and its amenities are important, they aren’t the only thing that should be considered.  Be sure to highlight the community and everything that it has to offer, as it will give potential clients even more reasons why that property is right for them.

2) Lifestyle is Important: Consumers are not just buying a house; they’re buying into a lifestyle. Every community has different features that make it unique, and homebuyers will want to live in those that share their same values. For example, if a family is concerned with the environment, moving into a community that actively promotes “green” programs would be important to them.

3) You’re the Director: No one knows the local area better than you. This is where your real estate savviness comes into play and where you can really differentiate yourself from competitors. Use your expertise when deciding what features of a property to highlight, what amenities are important to consumers, and what community features people look for most, and include them in your video.

In the next edition of The “Secret Sauce” to Creating Great Real Estate Videos, Homes.com will explain how you can film your very own video without having to break the bank!