Whether you love it or loathe it, the way we ‘consume’ content has changed so much in recent years, particularly within the last 18 months or so it feels. Whether you consider yourself to be a ‘regular scroller’ or you try to limit your time on electrical devices, the likelihood is that you spent much more time on social media in 2019 than you would have at one stage considered sensible. I’m not here to judge whether that’s a good thing or a bad thing, I’m just pointing out – it’s a thing. It’s a fact. So how does the time utilisation of ‘the masses’ impact on you, your home and selling your property for the best price?
First and foremost the way that property buyers consume content is of immeasurable interest to any good estate agent. The reason being, is that time spent by a ‘would be buyer’ glued to a device of some description is precious time that us marketeers can (and at that should) be targeting to promote your home to the right people at the right time. However, simply identifying a buyer isn’t enough. To really grab their attention and encourage a viewing to take place we need to demand their attention and spike their interest; the quality and type of content created around your home is essential for this & that’s where the use of video can be really powerful…
Key social media platforms, such as Facebook, absolutely love businesses to publish video content. The reason being is that their goal is to increase the amount of time consumers spend on the platform, a really engaging 4 minute video is likely to increase the amount of time a user is logged on the platform than a photograph would be, which can be viewed and scrolled past in half a second. For that reason alone, using video is advantageous because Facebook will look favourably on the content and therefore make it accessible to a wider audience.
The second reason the use of video is important, is quite simply because when we are ‘killing dead time’ consuming digital content, we can be quite lazy! If we are in the right frame of mind and something captures our attention, we may feel inclined to read a long post or even a blog (as you are doing now), but more often than not we want to consume a message with the least amount of effort. Video delivers this as by nature, the content is extremely digestible, requires no effort to consume and done right, is a great method of captivating ones attention.
The third, and crucially important reason why video is an advantage when marketing your Fylde Coast property, is because video done well can really inspire thoughts, feelings and emotion within your potential buyer. Two dimensional photographs and a bit of ‘blurb’ have their place and historically have been enough to encourage an enquiry in the correct circumstances. Having said that, a video can be a valuable tool in ‘bringing your home to life’. Of triggering feelings deep within a viewer that allow them to really buy in to your property, the area, and the lifestyle that could be made available to them were they to purchase your property. Securing the ‘emotional buy in’ from a buyer is such a powerful tool, which in my experience can lead to a prompt viewing with instant feedback and a premium offer.
Whilst video isn’t an ‘essential’ for the every day consumer, in my opinion that will change with time. The world we live in is constantly evolving. Standards are improving. At Esme Properties we invest heavily into the use of video to give our sellers the best possible chance of not only selling, but selling for the best price the market is willing to pay.
Have you seen our ‘Escape to The Fylde’ features? Give me a call to find out more on 01253 366 001.
Until next time,
Ben (the one with the beard).