Creating a Viral Real Estate Video

Everybody knows that you should be posting videos as part of your online marketing. But because everybody knows and so many agents are doing it, it’s hard to stand out.

Getting a video to go viral is no easy task, but the good news is, there are ways to nudge your video in the right direction.

Know Your Audience. No, Seriously.

Most viral videos you’ve seen are edgy, funny, maybe tragically hilarious in that wrong-to-laugh-at-but-it’s-just-too-funny way. So it’s tempting to want to make something edgy and provocative, but know who you’re making your videos for. If you’re targeting hip, young creatives looking for downtown lofts, edgy and provocative can be a great asset. But if you’re targeting families for suburbia, blue references and questionable language will work against you in a real hurry.

Keep the Hard-sell Out

Marketing 101 is replete with disaster stories about companies that tried to look cool and hip with their videos, only to be roundly mocked when it became obvious that someone in an ad agency was cynically trying to sell people something. It’s all right to sell if you’re upfront an honest about it, but keep your company branding and logos on the subtle side or people will get annoyed fast.

No Annotations, Ever!

Speaking of annoying, there’s little more annoying when watching a short video than to get bombarded by pop-in annotations or captions implanted directly onto the video. The crux of a video going viral is that it is shared freely by people who want to show it to others. No one will do that if you annoy them.

Use Your Social Media Platforms

Of course it’s obvious that you need to post your video on YouTube (and Vimeo), but don’t forget to promote it through your other social media outlets. Post links to your videos on Twitter, Facebook, Google+, LinkedIn, Pinterest, Tumblr, and wherever else you are set up (or should be).

Keep It Short, Sweet, and Memorable

You’re not making feature films. Keep your videos down two a couple minutes; four at the most. Short videos don’t come with the commitments longer videos require, making them more likely to get passed around the web. If you’re going for funny, make sure you’re actually funny and not tasteless or crass. And if you use music, make sure it’s catchy and, most importantly, that you have the right to use it.

by | Jul 15, 2014 | Internet Marketing

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