The New “Impressions” Real Estate Marketing Package

by | Jan 23, 2024

Keen Eye Marketing

After successfully marketing over 2,500 properties last year, we couldn’t ignore a compelling statistic: vertical videos are significantly outperforming standard formats. When gauging marketing ROI (return on investment), the clear measure of content success lies in the number of views, also known as “impressions.”

In response to this trend, we set out to create a content marketing package that not only maximizes property exposure but also enhances brand awareness. It’s not enough to just post visually stunning content; the strategy behind it matters. Time and again, we observe real estate professionals neglecting key factors like trending audio, thumbnail images, re-shares, and engagement.

Hence, the birth of the “Impressions Package.” In today’s landscape, it’s about more than just posting beautiful content; it’s about the strategy behind it. Vertical content is viewed and re-shared 10 times more than traditional formats. With attention spans at an all-time low, brevity is key for attracting views. While qualified buyers may schedule a showing, for every other potential client, your listing content serves as a digital calling card.

So, what exactly is included in this new package?

 

IMPRESSIONS PACKAGE (4 Vertical Videos)

  • 1x FULL SET of LISTING + AERIAL PHOTOS
  • 1x 4K HIGHLIGHT VIDEO (WITH ON-CAMERA INTRO + DRONE)
  • 2x VERTICAL SIZZLE REELS (15-30 sec)
  • 1x VIRTUAL SKY LAPSE™ VIDEO

 

Publishing Strategy to Optimize Results and Reach:

  • Leading up to the listing, create anticipation with a 15-second sizzle video featuring a classic ‘coming soon’ hook.
  • On the day of the listing, share your branded vertical property highlight video, ensuring it’s pinned to your accounts for maximum visibility. Don’t forget to ‘re-share’ on personal and business accounts and tag all relevant colleagues.
  • During the first week post-listing, enhance engagement by dropping a Virtual Sky Lapse Video, perfect for promoting open houses or highlighting price changes. Feel free to overlay text on this dynamic video format.
  • Moving into the second week, maintain momentum by releasing a second 15-second sizzle video, complemented by a fresh caption and trending audio to keep your audience engaged.
  • After the property has closed, leverage the power of remixing your content to showcase results and impressions. Use this opportunity to advertise your success.

Vertical Highlight Video Example (Natalie’s video received over 8,000 organic local impressions!)

Publishing Strategy to Optimize Results and Reach:

  • Leading up to the listing, create anticipation with a 15-second sizzle video featuring a classic ‘coming soon’ hook.
  • On the day of the listing, share your branded vertical property highlight video, ensuring it’s pinned to your accounts for maximum visibility. Don’t forget to ‘re-share’ on personal and business accounts and tag all relevant colleagues.
  • During the first week post-listing, enhance engagement by dropping a Virtual Sky Lapse Video, perfect for promoting open houses or highlighting price changes. Feel free to overlay text on this dynamic video format.
  • Moving into the second week, maintain momentum by releasing a second 15-second sizzle video, complemented by a fresh caption and trending audio to keep your audience engaged.
  • After the property has closed, leverage the power of remixing your content to showcase results and impressions. Use this opportunity to advertise your success.

Vertical Highlight Video Example (Natalie’s video received over 8,000 organic local impressions!)

Cross-publishing Strategy:

This strategy is tailored for Instagram, but you can amplify your reach by cross-publishing on other platforms such as Facebook, YouTube (Shorts), LinkedIn, TikTok, and Threads. By doing so, you can potentially increase your impressions by 5-10x, ensuring a broader and more diverse audience for your property listing.

We thrive on hearing how fun and empowering it is to work with a professional team that can help put your brand on the map. Our local team of editors and producers is here to assist with any questions regarding publishing and marketing strategy, or if you need a few creative ideas – we’re here for you!

As always, you can conveniently book online or give Finley and Emily a call in our Folly Beach studio to discuss your next listing!