2014 marked a significant change for us at Properties Online, in terms of our e-communications, because it’s the year we started sending video emails. We’re hooked, and being in the real estate world, we know that what works for us may work great for you, as well. So here are my thoughts on why you should send video email.
Digital video has been called one of the greatest tools a marketer can use. Research conducted by Comscore revealed that video consumption increased by 800% between 2008 and 2014. According to Google, video appears in 70% of the top 100 search listings. What does this all mean? It means that when people are online, from their computers, laptops, tablets or mobile phones, they are looking for videos to help them make decisions. So when people move from online search to their inboxes, you can give them what they want. In a sea of emails, you can make yours stand out by giving them video before they even have to go looking for it!
We use BombBomb’s video email service. One of the great things about BombBomb is that they understand the needs of the real estate email marketer. The service even integrates with Realtors Property Resource (RPR), which means you can attach branded RPR Market Activity Reports based on city, neighborhood, zip code, region, etc., to your video email. Including valuable market activity information along with video in your email means you are addressing even more needs proactively and readily, boosting your chance of hitting your target.
Tracking and scheduling functionality are not unique to video email campaigns, but they are fun and they are important. No matter how you send your email communications, you should be sure to have tracking, analytics and scheduling set up. Add video, and you’ll be able to see not only who opened your email or clicked through to your single property website, for instance, but also who watched your video. Did the recipients who played your video have a higher rate of click through to your property website?
You can record video on the go, which means you can be at a new listing, record a clip on your smartphone or tablet, and send it to a client simply and quickly. You can get notified when a recipient opens your email, watches a video, or clicks a link, which means you’ll be able to follow up with the most interested people promptly.
Real estate is a business built on relationships. It’s a people business. Including video in your email makes your emails more relatable, more personable and more relevant. You can talk to your prospects and to your clients. Actually talk. And more people will be listening. Vidyard statistics show that content without video attrcted an average click through rare of 6.7%, while email with video averaged a 10.3% click through rate, which is an overall increase of 54 percent!