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How Instagram Reels, TikTok and Video Content Can Boost Visibility for Real Estate Professionals

By July 30, 2024No Comments

In the ever-evolving digital landscape, real estate professionals need innovative ways to capture the attention of potential clients. Video content including Instagram Reels and TikTok, has emerged as a powerful tool to enhance visibility, engage audiences, and drive leads as part of a video marketing strategy.

The digital house hunt is likely one of the first ways a potential homebuyer does research before visiting a home for sale. Consumers are using video to view the inside of the home, learn about a community, better understand features about the home, and decide which company to purchase from, to name a few examples from a REALTOR survey.

Here’s how leveraging Instagram Reels and TikTok can significantly boost a real estate business, drawing in new buyers and showing potential sellers what the right real estate agent can do to market their property.

  1. Showcase Properties in a Unique Way

Traditional photos and descriptions can only do so much to convey the true essence of a property. With video content, real estate professionals can:

  • Share Virtual Tours: Create immersive virtual tours that highlight the unique features and layout of a property, giving potential buyers a comprehensive view without needing to visit in person.
  • Produce Property Highlights: Use short, engaging clips to showcase key selling points like stunning views, spacious interiors, or high-end finishes.
  • Live Walkthroughs: Host live walkthroughs where agents can interact with viewers in real time, answering questions and providing insights.
  1. Engage a Broader Audience

Instagram Reels and TikTok, with their short and snappy formats, are perfect for capturing the attention of a vast user base. They allow real estate professionals to:

  • Reach New Followers: Algorithms often favor Reels and TikToks, displaying them to users beyond a follower base, which can attract new potential clients.
  • Improve Trend Utilization: Leverage trending sounds, hashtags, and challenges to make the content more discoverable and relatable.
  • Learn the Art of Storytelling: Tell compelling stories about properties, neighborhoods, or a personal journey in real estate, making content more engaging and memorable. Create videos about the neighborhoods the listings are in and why homeowners there love the community. Interview local business owners and community leaders who can lend that extra special element and share reasons why buyers should consider the area.
  1. Build Trust and Credibility

Video content allows agents to showcase their expertise and build a personal connection with their audience. It can promote a realtor’s name in ways that local word-of-mouth cannot. Here’s how:

  • Share Educational Content: Provide tips on buying or selling homes, market updates, and other valuable information to position oneself as a knowledgeable expert in the field.
  • Feature Client Testimonials: Feature video testimonials from satisfied clients, providing social proof of successful transactions and positive experiences.
  • Go Behind-the-Scenes: Give a behind-the-scenes look at day-to-day activities, from preparing for open houses to meeting with clients, to humanize the brand and build trust. Consumers love to see “before” and “after” videos that show home transformations with staging, tidying up, and small improvements that make a big difference.
  1. Drive Engagement and Interaction

Videos are inherently more engaging than static images or text. Instagram and TikTok algorithms tend to prioritize them in search results. Use videos to:

  • Host Interactive Q&A Sessions: Host question and answer sessions where the real estate professional answers questions from followers about the real estate market, specific properties, or services the agency provides. This could be done in a text and verbal answer video or even something more interactive, like a Live broadcast on the platform hosted between two real estate colleagues.
  • Share Polls and Surveys: Post interactive features like polls and surveys on Instagram Stories or TikTok to gather feedback and engage with the audience.
  • Include Call-to-Actions: Incorporate clear call-to-actions in all videos, such as encouraging viewers to book a viewing, visit the website, or contact the realtor directly. Make sure the links on the profile are up-to-date and working. If using a service like LinkInBio or Linktree, ensure the top links are relevant to the latest videos.
  1. Analyze and Optimize Performance

Both Instagram and TikTok provide robust analytics for video content, allowing real estate professionals to:

  • Track Engagement: Monitor metrics like views, likes, comments, and shares to understand which types of content resonate most with the audience.
  • Adjust Strategies: Use insights to refine the content strategy, focusing more on what works and less on what doesn’t. It’s about creating content that does well, not necessarily the content that the creator wants to make.
  • A/B Testing: Experiment with different video styles, lengths, and topics to see what generates the most engagement and leads.
  1. Utilize TikTok for Real Estate Promotion

TikTok, with its growing user base and unique video capabilities, presents real estate professionals with an effective platform to connect with potential customers. Here’s how TikTok can enhance a video marketing strategy in addition to Instagram Reels:

  • TikTok Trends: Engage in challenges, sounds and hashtags to boost the visibility of the brand’s content.
  • Showcase Properties Creatively: Utilize TikTok’s special effects and music choices to craft compelling property tours that grab viewers’ attention.
  • Educational Content: Share insights on the real estate industry, home purchasing and selling processes to establish the brand as a resource.
  • Behind the Scenes: Offer glimpses behind the scenes of property viewings open house preparations and client meetings to foster trust and authenticity.
  • Interact with Followers: Utilize TikTok’s functions like Q&A sessions and live streams to engage with clients in real time.

Before hitting publish on any real estate videos, ensure it hits these checkmarks: is engaging, adds value, is original, tells a story, is trending, and/or is entertaining. These make the time one spent creating videos more likely to pay off in shares, engagement, and reaching new audiences that will be motivated to take action.

At Durée & Company, we specialize in creating compelling video content that captures the essence of a brand and properties. Contact us today to learn how to harness the power of Instagram Reels and TikTok to boost visibility and drive success in the competitive real estate market.

 

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR.

 

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

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3. Anything you created.

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5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!