The rise of video as the pre-eminent force in media is almost so obvious that we don’t even think about it.
Do you remember the moment when opinion leadership moved away from the dusty old blogspace into rich media sites such as Youtube and TikTok? Me neither, precisely. But there is no doubt that when it comes to property, video content is king.
Virtual property tours
In most cases, this will refer to high quality property tour videos being listed on social media platforms to give prospective buyers a full glimpse into a property.
For my company, PropertyAccess, the turning point was during the pandemic which, by its nature, cut out international travel completely. We had some interested buyers in Japan who were keen on property in the Philippines.
Some enterprising salespeople from one of our partner property developers ran down to their property showrooms and started a Zoom call with our Japanese team, showing off all the different room model configurations and options. The buyers loved it, and bought some units on the spot. This became our modus operandi from then on.
If a picture tells a thousand words, a video answers a thousand questions.
Property owners are now able to produce their own promotional videos, thanks to the proliferation of easily operated recording devices and editing software.
Real estate + social media: a love story
In the Philippines, social media is easily the most effective tool for promoting and marketing property.
Property developers and real estate agents use social media sites like Facebook, Instagram, YouTube and TikTok to provide interesting video material, such as walkthroughs of properties, features of local neighborhoods, and lifestyle commentaries. Social media’s viral nature makes it easier for properties to get noticed rapidly and reach a larger audience—so long as you can understand the algorithm and tailor the content to your audience.
Creating their own content
Property owners are now able to produce their own promotional videos, thanks to the proliferation of easily operated recording devices and editing software. This is a different scenario compared to 20 years ago, when the cost of a promotional video and editing was almost prohibitively expensive.
When posted on social media platforms or online property listings, do-it-yourself property videos offer sellers greater control over the presentation of their properties, as well as the costs and branding.
Social media is an effective tool for promoting property.
Openness, confidence in the purchase process
Transparency in real estate transactions is vastly improved by video content.
Prior to paying in-person visits, buyers can visually view residences, tour the neighborhood, and acquire a sense of the area, as well as ascertain that the property itself is legitimate. By enabling remote participation from prospective purchasers, live streaming of real estate events, like auctions or open houses, promotes a more inclusive, transparent purchasing process.
As humans, we are often unconsciously motivated by our own unique learning styles. For example, I can’t stand lectures. I prefer to read books and tinker away myself from an engineering perspective, and then consult someone afterwards once I have a base understanding. However, this isn’t true for many other people. There are many varied learning styles, and we all respond to stimuli in different ways.
Video caters for almost all learning styles—especially since it can be called up when needed after primary research has hit a wall. It can be viewed comfortably in your own time, and can be used in so many different ways. What works for you?
The author is the COO and digital co-founder of PropertyAccess