Did you know that only 3% of buyers trust sales professionals? This data comes from a research study published by Hubspot. Unfortunately, yes, “sales professionals” includes real estate agents.
A separate study suggests that maybe 3% is too low. Harvard Business Review found that 18% of buyers trust salespeople, but let’s be honest, that number isn’t much better.
At Rolla, we’re here to make sure that your own satisfaction rate is much higher among your clients.
So why do these numbers matter?
Because people buy when they trust. As Zig Ziglar once said, “If people like you, they will listen to you, but if they trust you, they will buy from you.”
Video in real estate marketing allows you to build trust by:
Establishing your expertise and knowledge of local market conditions.
Providing free, valuable information to your audience.
Being transparent and helpful to people who haven’t met you yet.
And here’s the good news: fewer than 38% of real estate agents utilize video content in their marketing. This means there’s an incredible opportunity for you to differentiate yourself from other real estate agents in your area by establishing your credibility through video.
Why Is Video So Effective In Establishing Trust and Expertise?
Humans are visual creatures. This is especially evident when it comes to real estate. Buyers want to see the condition of a home or property before purchasing it. In fact, most buyers today expect to see photos or video of a property before they tour it in person.
Most importantly, buyers want to feel an experience. Seeing isn’t enough. They truly want to feel the essence of a home and imagine what it would be like to be there.
So what happens when you as the real estate agent appear on camera?
More than any other medium, video helps potential buyers “feel” and connect with who they see on screen. When you are transparent, helpful, and informative, people are more likely to trust you as an expert. Video allows potential buyers and sellers to feel like they know you before they even meet you.
At Rolla, we understand how important video in real estate marketing is. This is why we’ve developed video templates designed specifically for building trust and expertise.
Let’s take a look at two types of videos for real estate that establish expertise:
Market Update Videos. Clients will turn to you for knowledge about the home buying and selling process. Whether you’re working with a buyer or a seller, clients want to know that they’re getting the best deal. Since so much of this is based on market conditions that change every week, month, quarter, and year. There is always new information to share. What neighborhoods in your city are attractive to those looking for the best value?? What are local trends that buyers and sellers should be aware of? Are there any factors unique to your market that potential clients need to know? Because the market is always changing, you can release market update videos on a regular basis. If you have the time, maybe it’s once a week. Or if you want to release a market update video once a month or once a quarter, that’s fine, too. The whole purpose is to provide value to current and potential clients so that they’re aware of the conditions in your market.
Topic videos. Do you receive frequently asked questions? For example, are potential buyers asking about investment properties and rental laws in your market? Do you frequently get asked about local schools and your city’s education system? Do you work with a lot of first-time homebuyers? Topic videos are the perfect opportunity to showcase that you are an expert. You’re building trust not only by providing valuable information for free, but you’re also talking about the topics that people care about most. It’s this type of helpfulness that will make you a more attractive candidate to work with.
Here’s the best part: you have everything you need to establish yourself as an expert with video right now!
You already have the expertise as a real estate agent. You also know the ins-and-outs of your market.
Combine that with Rolla’s guidance, video templates, and editing and you can have custom-made videos to establish your expertise in as little as 48 hours. It really is that simple! In fact, we’ve found that it takes our clients just 20 minutes on average to capture the footage they need for an effective real estate video.
Potential clients are looking for a trustworthy real estate expert — and you already have the tool in your pocket to create a video to help them find you.
With Rolla’s guidance and your expertise, it’s a win-win for you and your future clients!