Let’s be honest, standing out as an estate agent these days is tough. Everyone’s online, everyone’s got listings, and everyone claims to be “the local expert.” So how do you actually show you’re better than the rest?
Video content. It’s fast becoming one of the most powerful tools in your marketing strategy. And no, you don’t need to become a vlogger overnight or start pointing your phone at every property. You just need a smart, strategic approach and maybe a little help behind the scenes with your marketing campaigns.
Does digital marketing work for estate agents?
Yes, when done strategically. Digital marketing, especially video, is a powerful tool for building trust and driving conversions in a competitive property market.
Videos can boost your social media presence even more than images and help your property listings stand out. Another great takeaway is that search engines love high-quality video! Which also means that a good, optimised video can improve your estate agency presence.
How to use video to boost your estate agent brand
It’s more than just sharing a property video; what matters is the purpose behind them. Here’s your roadmap:
- Define your goals: Are you targeting first-time sellers, upsizers or potential buyers interested in the area? Tweak your content and hashtags accordingly.
- Plan a content calendar: Consistency is key. Share monthly market insights, weekly listings, fortnightly highlights and so on.
- Focus on key features: Highlight what matters. If you’re showcasing properties, focus on natural light, the garden, and the surrounding area. People want to visualise living there but also want to get a feel for the area.
- Optimise for search: Use platform-specific hashtags, video titles and descriptions on all social media channels. Always check the reach volume of your chosen hashtags before using them, and don’t just pick ones that sound right. Tools like Instagram Insights or Hashtagify can show you what’s actually working. ChatGPT can help spark ideas, but don’t rely on it too heavily. Many ChatGPT suggested hashtags might have low visibility, meaning your video won’t reach as many potential viewers as it could. Use location and intent-based hashtags instead.
- Engage with tactics: Use captions, subtitles and clear calls to action like “book your viewing”, “subscribe for market updates”.
- Have a clear CTA that’s trackable: what steps should people take next, and how are you measuring it?
Make every video work harder
You’ve got the video, now let’s make it go further. A single piece of content can fuel a powerful multi-channel strategy when used smartly.
Break longer videos into short, snappy reels for platforms like Instagram and TikTok.
Publish your interviews or market insights in full on YouTube, but don’t stop at organic uploads. Use targeted ad campaigns on YouTube to attract not just views, but views from your ideal audience. The same goes for Facebook and Instagram ads: these platforms allow you to zero in on specific demographics to make sure your best content gets seen by the people who matter most.
Don’t forget to repurpose for email too, embedding videos in your newsletters is a great way to nurture potential clients and drive engagement over time.
And if you’re short on time or capacity? Our done-for-you service takes care of the whole process, from filming and editing to posting and hashtags. Giving you a consistent, scalable campaign that’s always working in the background.
