One of the first major hurdles of implementing a video strategy at your brokerage or franchise brand is figuring out what types of content to focus on.
For fun, we decided to eliminate this problem.
Our team pulled a sample of the last 4 million video views that have occurred via the WellcomeMat platform. Because we are focused entirely on real estate video, we were able to then break those views down per category (i.e. video tours, profile videos, community tours, etc.) to see which kinds of content were performing the best out of all the content uploaded into our service. Here are the results:
We found the results very eye opening and have been passing this image around for the last few months amongst our partners.
What’s cool is that the best performing content (video tours for listings) is also the easiest to focus your content strategy on. The reason? Agents and brokers have the highest vested in interest in creating video tours of homes, rentals etc. For them, the payoff can be immediate: presenting video as part of your listing presentation wins listings, good video tours qualify people interested in properties before they show up in person, agents can use video tours as an introduction to themselves etc.
For those that cannot view the image in this post, here’s the shortlist of the best performing video content:
62.01% Video Tours of Properties
8.21% Agent/Broker Profile Videos
7.23% Neighborhood Video Tours
4.55% News and Current Events
3.84% Brokerage or Brand Profile Video
2.42% How-To or Tutorial Videos
1.66% Event Videos
1.52% Community Tours