How Video Marketing Can Elevate Your Real Estate Brand

How Video Marketing Can Elevate Your Real Estate Brand

By Jeff Goodman
Licensed Real Estate Agent, Brown Harris Stevens

Introduction

In today’s fast-paced, visually-driven world, it’s no secret that video marketing has become one of the most powerful tools in real estate marketing. As a fourth-generation New Yorker and experienced real estate professional with Brown Harris Stevens, I’ve seen firsthand how video has the ability to engage prospective clients, boost brand recognition, and ultimately drive more sales. Real estate, particularly in a competitive market like New York City, is all about standing out. Video marketing offers an incredible opportunity to elevate your real estate brand, reach a broader audience, and convey your message more effectively than ever before.

In this article, I’ll explore how video marketing can transform your real estate business, offering actionable insights and strategies for leveraging video to build brand awareness, connect with clients, and differentiate yourself from the competition.

Why Video Marketing Matters in Real Estate

Before diving into the specifics, it’s important to understand why video marketing has become so essential in today’s real estate landscape. For years, photos have been the cornerstone of real estate listings, but video is quickly outpacing photos in terms of engagement and effectiveness. According to recent studies, listings with video receive 403% more inquiries than those without, and over 70% of buyers have said they are more likely to visit a property after watching a video tour. The reason behind this surge in video consumption is clear: video allows potential clients to experience a property on a deeper level, creating an emotional connection that photos alone cannot provide.

For real estate professionals looking to build a personal brand or increase visibility in the market, video is a game-changer. It offers a unique opportunity to engage your audience in an authentic, relatable way, while also showcasing your expertise and the unique qualities that set you apart.

1. Showcasing Properties with Virtual Tours

The most common and highly effective use of video marketing in real estate is virtual property tours. As a real estate professional, it’s essential to provide a detailed, immersive experience for potential buyers—especially in a city like New York, where buyers often view dozens of properties in a short period of time. Virtual tours allow you to stand out by offering a comprehensive view of your property from the comfort of the buyer’s own home.

Why virtual tours work:

Showcase your property’s features: With video tours, you can highlight a property’s unique features in real-time—whether it’s the stunning views from the terrace, custom finishes in the kitchen, or spacious bedrooms. Video allows you to capture the flow of the space and show off multiple angles, giving potential buyers a better understanding of the layout and dimensions.
Save time for buyers: Not every buyer has the time or availability to visit multiple properties in person. A video tour allows them to get an in-depth look at your property before scheduling a physical showing, which helps streamline the decision-making process.
Attract remote or out-of-town buyers: New York City attracts international and out-of-state buyers who may not be able to view the property in person. A well-produced virtual tour can help bridge the distance and give these buyers the confidence to make decisions remotely.

Including a video tour in your listing is a smart way to save time, attract more buyers, and ultimately close deals faster.

2. Establishing Your Expertise with Educational Content

In addition to property tours, another highly effective video marketing strategy for real estate professionals is creating educational content that showcases your expertise. As a seasoned agent, you have valuable insights that buyers and sellers can benefit from. Whether it’s advice on navigating NYC’s competitive market, tips for first-time homebuyers, or trends in property investment, creating educational videos helps establish your credibility and authority in the industry.

Why educational content works:

Build trust and rapport: Educational videos allow potential clients to get to know you on a deeper level. By providing helpful information, you position yourself as a trusted advisor rather than just a salesperson.
Engage with your audience: When clients feel informed and empowered, they are more likely to choose you as their go-to agent. Sharing knowledge in the form of tips, market trends, and how-to guides demonstrates your commitment to helping your clients make the best decisions.
Repurpose content across platforms: Educational videos can be repurposed on multiple platforms, such as your website, social media pages, and email newsletters. This maximizes your reach and keeps your audience engaged across various touchpoints.

Whether you’re discussing the nuances of co-op buying in NYC or the impact of interest rates on property values, educational video content helps solidify your reputation as a real estate expert while offering value to your audience.

3. Engaging with Personal Brand Videos

As a real estate professional, your personal brand is one of your greatest assets. Buyers and sellers want to work with someone they trust, and one of the best ways to establish that trust is by showcasing who you are and what you stand for. Personal brand videos give your clients an inside look at your approach, values, and personality.

Why personal brand videos work:

Humanize your brand: People connect with people. Personal brand videos allow potential clients to see the person behind the listings—whether it’s a quick introduction to your background, a behind-the-scenes look at a day in the life of a real estate agent, or a video sharing your thoughts on current market trends.
Establish trust and credibility: Sharing your story and values can help build a deeper connection with your audience. A personal brand video can convey your professionalism, approachability, and dedication to serving your clients, which can help you stand out in a crowded market.
Strengthen relationships: Clients are more likely to trust you when they can see you in action. Personal brand videos allow you to build that relationship before a potential client even steps foot in the door.

Personal brand videos give you the opportunity to showcase your personality, build trust with your audience, and present yourself as a real estate professional who genuinely cares about their clients’ needs.

4. Leveraging Social Media to Boost Engagement

One of the most powerful ways to amplify your video marketing efforts is by leveraging social media. Platforms like Instagram, Facebook, and TikTok are perfect for sharing video content, reaching a wider audience, and driving engagement. Social media allows you to connect with potential buyers on a personal level, engage with your community, and promote your listings in a highly effective way.

Why social media is ideal for video marketing:

Reach a broad audience: Social media platforms have vast user bases, allowing you to share your videos with a larger audience beyond your immediate network. By using relevant hashtags and geo-tagging your listings, you can increase your exposure to potential buyers who are specifically interested in your market.
Encourage interaction and sharing: Social media is interactive by nature. You can encourage viewers to comment, ask questions, or share your videos with others. This engagement can create buzz around your listing and generate more interest.
Create a consistent presence: Sharing regular video content on your social media channels helps keep your brand top-of-mind. Whether it’s a new listing, an educational video, or a personal update, consistency is key to building long-term relationships with your audience.

By incorporating video into your social media strategy, you can maximize the visibility of your listings, engage with potential buyers, and build a loyal online following that can translate into future sales.

5. Virtual Open Houses and Live Streams

In addition to pre-recorded videos, live streaming has become a hugely effective way to engage with buyers in real time. Virtual open houses and live stream events allow you to show a property in an interactive way, answer questions on the spot, and engage directly with potential buyers.

Why virtual open houses and live streams work:

Real-time interaction: Virtual open houses allow you to engage with buyers in real time. You can answer questions, highlight features, and offer immediate feedback, creating an experience similar to an in-person showing but with the convenience of being remote.
Create urgency: Live events create a sense of urgency—buyers know they need to act fast to participate in the conversation or get additional details during the stream. This urgency can drive faster action and decision-making.
Increase visibility: Hosting a live stream or virtual open house can also increase the reach of your listing. When shared on social media or your website, these events can attract even more viewers who may not have otherwise considered the property.

Virtual open houses and live streams offer a powerful way to connect with potential buyers, increase exposure, and make a memorable impression—without requiring anyone to leave their homes.

Conclusion: Harnessing Video Marketing for Real Estate Success

In New York City’s competitive real estate market, video marketing isn’t just a trend—it’s a necessity. Whether you’re showcasing properties through virtual tours, building your personal brand, or engaging with social media followers, video allows you to connect with buyers in a deeper, more authentic way. By creating engaging, high-quality video content, you can differentiate yourself from the competition, build lasting relationships with clients, and ultimately close more deals.

As technology continues to evolve, video marketing will only grow in importance. Embrace this powerful tool to elevate your real estate brand, increase your visibility, and establish yourself as an industry leader in NYC’s fast-moving market. Whether you’re capturing a stunning property or sharing your expertise, video marketing will help you stand out and succeed in the competitive world of real estate.

About Jeff Goodman

Jeff Goodman is well known as the “Quintessential New Yorker®”, and he and his team are at leading NYC broker Brown Harris Stevens. Having an extensive career in the field of real estate Jeff has a deep understanding of Manhattan, Brooklyn, and parts of Queens and the Bronx. Jeff’s clients’ missions are his vision: he guides, educates and advocates for them. This philosophy has made him a trusted advisor to those he works with and for. Jeff is passionate about New York’s amazing neighborhoods and showcases them through his “Rediscovering New York” podcast and walking tours. This programming has earned him recognition from RIS Media as a “Newsmaker” for six consecutive years.