We exist in a new age – the era of The Attention Economy. Your ability to capture and keep the interest of potential clients helps to ensure that you can continue to do business with them as they move through the home ownership lifecycle. If you haven’t figured it out yet, there’s something that the best salespeople have embraced that roughly doubles their online effectiveness.
The Importance of Visuals
Research has proven that striking, colorful visuals increase readers’ attention span and recall by 82% and increases whether consumers will actually read your content by 80%. If you aren’t engaging your audience with compelling visuals, you are missing out on almost half of your potential impressions.
Studies have shown that “the brain processes visuals 60,000 times faster than it does text” and “90% of the information sent to our brains is visual.” This means that you should be using visuals in your social media posts to reinforce the content you are pushing out. It also means that your market updates or other content marketing pieces should utilize colorful graphs and graphics to connect with your audience visually to ensure they spend the time to read what you have to say.
You need to be careful though – don’t just Google images and add them to your marketing materials – you don’t want to wind up violating someone’s copyright. There are plenty of great sites that can provide you with compelling visuals for free, like Pixabay.com. They’re not going to have the depth or breadth of images that you’ll find on professional sites like ShutterStock.com or BigStockPhoto.com. If you’re getting serious about upping your visual marketing game, the latter has a number of subscription options starting as low as $29/month.
99% Of All Home Searches Start Online
It’s not just about what you have to say, it’s also about how you’re visually branding yourself online. Roughly 66% of consumers are extensively researching agents online before reaching out to them. When they click on your headshot next to your listing – what first impression will they have of you? When they start researching you online – what does Google have to show them? Do you attract or repel potential clients visually?
Your Online Presence Is Your First Impression
When clients are researching agents online, they’re looking for someone they can trust. They determine that by checking to see if you are authentic and honest in your actions and across your marketing materials. To win them over, consider embracing these best practices:
- Update your headshot every two years. Consumers can tell if your hairstyle and wardrobe look so 2008 in your headshots and other photos. Don’t try to hide the ravages of time behind Photoshop – when they meet you they’re going to judge your level of honesty based on whether you look anything like your photos.
- Embrace video. In a worldwide study, almost 52% of marketing professionals identified that video offered the best return on investment of any type of content. You should embrace it to boost your relevance in the eyes of your potential clients.
TOP FIVE TYPES OF VIDEOS AND USES
Before you begin fleshing out your video portfolio, make sure you are putting your best foot forward in your videos by checking our previous article on video tone.
1. Community/Market Videos
86% of buyers reached. People hire you for your expertise in knowing the ins and outs of the communities you serve. Prove your worth by creating video spotlights of your community businesses, parks/schools, and what trends or events are happening in the market that buyers and sellers should be aware of.
2. Listing Videos
70% of buyers reached. If your idea of a listing video is an animated slideshow with a soundtrack, you need to let go of the 2000s. People want actual video walk-through of the property. They want to vicariously experience the property so they can decide if it’s potentially a good fit for them. Providing that experience translates to an increase in the amount of inquiries and time spent on those listings by 400%!
3. How-To/Informational Videos
54% of buyers reached. Remember when we talked about maintaining attention throughout the homeownership lifespan? If you just focus on buying and selling, you risk neglecting the people in the middle who could be using you to sell their current house and buy a new one. So take a cue from HGTV and connect with your past and future clients while showing off your expertise on how to maintain and increase the value of their homes.
4. Testimonial Videos
30% of buyers reached. Part of a strong first impression to future clients trying to determine your honesty is having videos from delighted past clients. This provides the social proof they need to move forward with reaching out to you.
5. About Me/Us
25% of buyers reached. Buyers will probably look these over before they reach out to you, so make sure you’ve taken the time to create a positive statement.
It’s Not Too Late to Get Started
The percentage of agents using video is estimated to be in the single to low double digits. Banish those doubts and embrace visuals!