Why You Should be Using Video Emails to Boost Conversions

April 15, 2016

Steven Trice

Ever feel like all the good ideas for marketing real estate have been worn out by other agents? Before, a simple email asking how you can help converted well. Homebuyers responded. Leads became clients. But now that ratio has dropped. Less and less people open your emails. Fewer reply. This is where you start to wonder: How can you get your email conversion rate back to its premium days?

You’d think it would be impossible, but it’s not. You just have to stop writing, and be a little less camera-shy.

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Introducing Video Email …

Video + email = amazing engagement!

Communication is a delicate line. People want their agents to regularly communicate with them. At the same time, they don’t want to be annoyed with communication. Most times, they want a human touch to the message. Homebuyers dislike automated messages that make them feel like another number. This is why video is so powerful.

Video humanizes the communication. It keeps the message concise (as long as you don’t rant). And it’s something they don’t expect. It escalates engagement.

How Video Engagement Turns Into Results

When real estate marketers send emails, one way they measure success is open rate (i.e. how many people opened the email). Typically, they’ll see a good open rate and say, “Wow, people read our stuff.” False. Open rate isn’t a true identifier of interaction. It just means your subject line was enticing enough to have them open the email.

What people usually neglect is click-through rate. Or reply rate. In the early stages of a real estate lead, you’re trying to persuade them to act … to possibly see homes or make you their agent. If nothing is happening after opening the email, you’re still not generating business. Video changes that.

BombBomb, a video email provider, conducted a survey and found these results (video email compared to traditional email):

81% increase in replies
87% increase in clicks
60% lift in converting leads
56% lift in generating referrals

In real estate, you need people to reply and respond. It’s the heartbeat of conversation and it’s how you show your value. Video gets you to that conversation.

How to Shoot a Good Video

You don’t need a high-tech setup to produce good video. iPhones these days have incredible camera recording specs, and your PC can certainly live up to snuff as well. All you need is a few tips to make sure final product meets the professional look at the end. Here are some basic tips:

Don’t Shoot Vertical Video – We live in a widescreen world — from laptops to social media sites — so turn your smartphone on its side and start filming.

Have Good Lighting — The wrong light can cast shadows on your face and make you look yellow. If the lighting in your office isn’t good, face a window and use the sun to gather some natural light.

Talk with Energy — People naturally respond more when the other person is enthusiastic. The emotion is contagious, in a sense. When filming, channel your inner-happiness and project it.

Minimize the “Uh’s” — Whenever we pause and think about something we say, “Uh….” Eliminating this filler text as much as possible will make your video go smoother (and not cause disruption to the viewer’s mind).

Film for a Headshot — Viewers don’t need to see all of you. But it also doesn’t mean get too close to the camera. Angle the shot to show a little bit of your upper-chest and your face.

Closing Deals with Video

Video is a great selling tool — both on you and your service. All you have to do is get in front of the camera, take a few steps to make sure quality is good, and let the words roll out. For some, this may be frightening, and certainly once that red recording light turns on, you’ll freeze a few times. You’ll probably mess up a couple times, but it’s natural. Keep filming until you have something you’re happy with.

If you’re interested in more video tips, be sure to head to BombBomb for additional tips. Send us any videos you make, via our twitter handle @BoomTownROI. We’ll be sure to offer any advice we can. Happy filming!