Video has become an important aspect of real estate marketing, according to a joint study conducted by Google and the National Association of REALTORS (NAR). I have been writing about the benefits of marketing your home in video, since 2010. The Google/NAR study takes it a step further by delving deeper into internet home buyer shopping behavior.
The Digital House Hunt: Consumer and Market Trends in Real Estate explores the notion of a “Zero Moment of Truth” (ZMOT), which is that instant when a home buyer opens their laptop, their tablet, or their smart phone to start their search. It based the idea that consumers are no longer stopping by an office to get information about buying or selling a house, but research multiple websites with their home and office computer or their mobile devices, like smartphones and tablets.
“They switch devices to suit their needs at any given moment,” stated the report.
The purpose of the study is to help REALTORS® build their brands online to build their respective businesses, but the insights provided in the study can also help get your home sold. Therefore, it is important to take these trends into consideration when selling your home. Among the trends discussed in the study was an increase in mobile websites and video in the home search.
There are many reasons why consumers are attracted to video in their search for a home, which Google and NAR stated are crucial to ZMOT.
- 86% of home shoppers use video to find out more about a specific community.
- 70% of home shoppers use video to tour the inside of a home.
- 54% of home shoppers use video to obtain general information
- 44% of home shoppers use video to compare features across multiple companies.
- 38% of home shoppers use video to understand specific features.
- 30% of home shoppers use video to watch customer testimonials.
- 25% of home shoppers use video to decide which company to purchase from.
- 24% of home shoppers use video to watch instruction video.
The study also looked at where home shoppers are looking at videos.
- 51% of home shoppers are on Youtube
- 41% of home shoppers are on a brokerage website
- 37% of home shoppers are on Google video
- 35% of home shoppers are looking at consumer generated reviews online.
- 33% of home shoppers are on aggregator listing websites.
I also post and advertise video on social media websites, like Facebook. This real estate blog also includes video and articles that are posted on Twitter, Linked In, Google plus, and Facebook. It is also mobile, so the information is accessible regardless of the device a consumer utilizes. My videos are posted on Youtube.com/MichaelSewardRealtor, Google, and aggregator listing websites like Realtor.com and Trulia.com. I also post video on Realestateinvideo.com.
What is more, my listing videos and blog articles about my listings include community information―the two most popular uses of video.
See what online marketing can do for you. Make your first call to Michael Seward at 413-531-7129 if you are planning on selling your home.