Like any business, real estate requires a level of promotion in order to get in front of the eyes of as many potential leads and customers as possible. As a licensed real estate agent, one effective way to do so is video marketing, particularly on YouTube.
Not only is YouTube a premiere video streaming platform but it also happens to be the second-largest search engine in the world behind Google, with nearly 2 billion active users and 122 million of those using it daily; that’s a lot of eyes!
Not to mention, video consumption is on the rise, with no signs of slowing down anytime soon; this holds true for both short-form and long-form content.
As the second most popular website and search engine in the world, and as one of the most popular social media marketing platforms, YouTube is without a doubt an incredible tool for real estate professionals looking to grow their customer list and ultimately increase sales for their real estate business.
In fact, 68% of users report that YouTube video content has assisted with their purchasing decisions, with an additional 2% suggesting that YouTube has made them aware of variable brands, businesses, products, and services.
The good news is that while these statistics are daunting, it’s a largely untapped arena when it comes to the real estate market.
As a real estate agent or brokerage looking to achieve just that, continue reading! What follows will be a discussion surrounding the benefits and best practices of creating and leveraging the power of a real estate YouTube Channel.
More specifically, we’ll explore the best ad formats, audience types, and cost determinants associated with curating an effective video marketing strategy using the best real estate YouTube channels.
Let’s get right into it.
Do YouTube Ads Work for Real Estate Marketing?
- 63% of real estate agents who use YouTube ads say they are effective in generating leads. (Source: HubSpot)
- 403% more inquiries are driven from listings with a real estate video. (Source: National Association of Realtors)
- 51% of home buyers use YouTube as their number one destination for a search. (Source: National Association of Realtors)
- Real estate videos drive 157% more traffic to your website. (Source: Keeping Current Matters)
- 58% of buyers want and expect to see a video of a home they’re looking at online. (Source: PhotoUp)
These statistics show that YouTube ads can be a very effective way for real estate professionals to reach potential buyers and sellers or a local real estate investor.
By using engaging content and creating high-quality informative videos that are targeted to the right audience, real estate agents can create videos to generate leads, build brand awareness, and increase website traffic.
Real Estate YouTube Channel: Graham Stephan
Graham Stephan is a real estate agent and real estate coach in Los Angeles, California. He has over 1.2 million subscribers on YouTube and his videos have been viewed over 100 million times.
He uses YouTube Ads to promote his listings and services. He has said that YouTube Ads have helped him generate a significant amount of leads and sales.
Here are some of the things that Graham Stephan does that have helped him use YouTube Ads successfully:
- He creates high-quality videos that are informative and engaging. His videos are well-produced and informative and all contain a detailed video description. They are designed to capture the attention of potential buyers and sellers.
- He targets his ads to the right audience. He uses YouTube’s targeting options to target his ads to people in his local area who are interested in real estate.
- He tracks the results of his ad campaigns. He uses YouTube’s analytics tools to track the number of views, clicks, and conversions generated by his ads. This information helps him improve his ad campaigns and get better results.
If you’re a real estate professional, you can learn a lot from success stories like Graham Stephan’s to create your own real estate YouTube channel and YouTube Ads. By following his example, you can use YouTube Ads to generate leads and grow your business.
Let’s take a closer look at the benefits of Real Estate YouTube channels.
Benefits of Real Estate YouTube Channels
Utilizing YouTube as a means of marketing is an effective approach for any type of personal brand, business, or brand.
Not merely due to its sizeable audience, YouTube is the premiere video streaming platform and, if you’ve not been paying attention to consumer behavior lately, video consumption is on the rise in a drastic way.
Below are several benefits of real estate YouTube marketing, whether your objective is property promotion, brand awareness, or otherwise.
Size of User-Base
As illustrated above, YouTube has tens of millions of active users, hence a lot of potential leads that you can reach if you effectively employ such a strategy.
Failing to do so will be a failure to take advantage of one of the most sizeable user bases digitally.
Notwithstanding the general audience size, buyers and sellers use the platform on a daily basis. So, why wouldn’t you deploy YouTube as a Realtor?
Less Competitive
While YouTube is still highly competitive and oftentimes described as saturated, it’s not nearly as competitive as the likes of Facebook and Instagram, for example.
What does this mean for you as a Realtor? Simply put, greater success at generating leads!
Video Marketing Effectiveness
Because videos are inevitably more personable and engaging compared to, say, a blog or image, YouTube tends to result in greater success.
With regards to the real estate industry, consider a singular image of a home versus a full virtual experience of the exterior and interior of the home using real estate videos.
As you can likely guess, the virtual video experience is going to perform exponentially better…
Targeting Capabilities
Thanks to the wide range of targeting options that YouTube offers, realtors are able to reach a broader range of potential leads than would otherwise be possible on other popular ad platforms.
You’re also able to target a much more specific group of people like people interested in real estate investing, or first-time home buyers which is not possible on other popular ad platforms.
Best YouTube Ads Formats for Real Estate
In order to use YouTube effectively as a means of real estate promotion, it’s important to become familiar with and understand the effectiveness of each ad format offered by the platform.
Below are the six (6) types of YouTube ad formats for real estate or otherwise…
TrueView In-Stream Skippable Ads
Arguably the most popular of ad types, in-stream skippable ads are those that play throughout the video’s playtime.
If you’ve ever watched a YouTube video and have been met with an ad that was skippable in 5-seconds, you’ve experienced an in-stream skippable ad.
Video Discovery Ads
Whether on the homepage of the YouTube interface or on a search results page, video discovery ads appear next to related YouTube videos.
These ads, in particular, are effective because they don’t impede the user experience. If a user clicks the ad, you know they’re a qualified lead!
Non-Skippable In-Stream Ads
Similar to in-stream skippable ads, non-skippable ads appear throughout the video’s playtime, both before, during, and after the video is complete.
The difference, however, is evident in their name; they’re not skippable by the viewer. It’s important to ensure that the video ad being used is creative and engaging enough to capture the viewer’s attention for the entire 15 seconds.
Bumper Ads
Identical to non-skippable in-stream ads, bumper ads are non-skippable ads that appear before, during, and after said video, however, the duration of the ad is only 6 seconds rather than 15+ seconds.
Outstream Ads
Otherwise defined as mobile ads, out-stream video ads are YouTube ads that appear on mobile apps or partner sites. Automatic in nature, out-stream ads play automatically and without notice.
Providing the user with the freedom to either listen to the ad, place it on mute, or scroll past it, out-stream ads are a great option for appearing in front of a target audience without increasing the likelihood of viewer frustration.
Overlay Ads
Opposite to out-stream ads, overlay ads are desktop-only ads and they just so happen to be image or text-based only.
Lacking video, overlay ads tend to be avoided. They also have the potential to result in a negative experience for the viewer.
YouTube Audiences for Real Estate Agents
Advertising to the right audience at the moment that matters the most is essential to an effective YouTube ads campaign.
Understanding your audience type and how to target them effectively will inevitably result in greater success as a real estate agent.
To learn more about YouTube audience types, continue reading! Below we discuss in summary in-market audiences, affinities and interests, life events, and detailed demographics…
Audience Types
In-Market
Reach potential customers while they’re actively browsing, comparing, and researching relevant products and services that you as a realtor sell.
Some of the most common in-market audience categories that you may opt to target include but are certainly not limited to commercial properties, apartments, houses, home equity loans, mortgage refinancing, and investment services.
Notably, these categories are largely based on past Google search and browsing history.
Affinities & Interests
Reach audiences based on their interests and/or passions for a given topic, whether real estate, interior design, property investment, or otherwise.
Life Events
Reach audiences that are currently journeying through a major life event or milestone. In the case of real estate, this may be the purchase of a new home, moving across the state, or even marriage!
Detailed Demographics
Reach audiences based on their demographic. This includes homeownership status, parental status, location, age, and current employment status, among other demographic considerations.
How Much Does Advertising Real Estate on YouTube Cost
There are a lot of factors and considerations that go into calculating how much it costs to advertise on YouTube for realtors.
Not only do some ad types have different cost structures, whether PPV or PPC, but it also varies depending on your budget.
With that said, you can expect to spend anywhere from 10-30 cents per action taken, whether that be a view, click, or otherwise.
Below are the most common cost determinants involved with advertising expenses on YouTube for real estate agents and realtors alike.
Cost Determinants
Ad Format
While one ad type may only charge the advertiser upon a viewer watching in-full the video, other ad types charge per click or upon conversion and conversion only. As such, the ad format which you choose depends greatly on the total cost.
Bid Strategy
Whether it’s cost-per-view bidding, target CPM, or target CPA, your bid strategy largely determines how much your ads will cost per action. The choice is yours! Just be sure to choose wisely…
Goal/Objective
Not only will your goals and objectives determine the ad type and bid strategy that you choose but it will also determine your budget at large.
Obviously stated, this will have a huge impact on the overall cost of your YouTube advertising strategy.
YouTube Ads for Real Estate YouTube Channels Best Practices
For those looking to take advantage of the opportunity that YouTube so evidently provides, this section is for you.
With no signs of slowing down and competition growing stronger by the day, it’s important that you learn how to expand your reach while you still can.
Whether you’re an up-and-coming real estate agent or a large real estate brokerage, the following are several effective tips and best practices for how you can use YouTube to expand your reach and capture new leads in hopes of converting them to paying clients.
Ensure Channel is Up-to-Date
Making sure that your reputation as a realtor and the portfolio of your properties are well-branded and up-to-date is imperative to the success of your YouTube channel.
Be sure to post frequently and prioritize your most recent videos as they’ll be the most relevant to your viewers. See our article on How to Create a Standout YouTube Channel for Your Real Estate Business for more tips.
Establish Campaign Goals for Your Real Estate Business
Whether it’s awareness, lead generation, or any other ad metric (view rate, view time, etc), it’s imperative that you define your campaign goals and objectives.
Not only will this act as a road map toward success but it will result in an accurate, high-quality production of YouTube ads.
Optimize Audience Targeting
How do you optimize audience targeting, you ask? By researching and gaining an understanding of who your audience is, what their interests are, where they reside, and what their intrinsic needs and desires are when it comes to purchasing a home, rental property, or otherwise.
By optimizing audience targeting, you increase the likelihood of generating qualified leads.
Utilize High-Quality Engaging Video Content
Whether demo videos, project teasers, value-added creative videos, or property tours, it’s imperative that you ideate and create the highest quality video content that you can as a realtor.
Not only will this help with brand development and industry authority but it will increase the overall engagement on your content, thus allowing for greater lead generation and channel growth.
A lot is involved with creating high-quality, engaging video content, however, ensuring that they’re immediately captivating, resolute, brand identifiable, relatable, and comprise a call to action are just a few key considerations.
Optimize Skippable Ad Length
The ideal length for skippable ads to ensure optimal conversion seems to be about 15-45 seconds in length. Ensuring this length will result in greater viewer satisfaction and ultimately conversion.
Actively Refine Targeting Based on Performance
Finally, like with any digital marketing strategy, it’s important for a real estate professional to be prepared to actively and often refine targeting strategies based on the previous performance of targeted ads.
While it may not work the first time, nor the second time, adapting to the data being provided will only result in greater success in the future.
Don’t be scared of ad refinement. This only implies that you’re learning, ultimately getting closer to a highly effective and successful ad campaign!
Measuring the Results of Your YouTube Ad Campaign
As a real estate agent, you know that it’s important to measure the results of your marketing campaigns for your real estate business.
This is especially true when it comes to YouTube ads, as there are a number of different metrics that you can track to see how well your ads are performing.
Here are a few of the most important metrics to track for your YouTube ad campaigns:
- Views: This is the number of times that your ad has been played.
- Clicks: This is the number of times that someone has clicked on your ad.
- Cost per view (CPV): This is the amount of money that you pay each time someone watches your ad for at least 30 seconds.
- Cost per click (CPC): This is the amount of money that you pay each time someone clicks on your ad.
- Conversions: This is the number of people who have taken a desired action after seeing your ad, such as visiting your website or calling your office.
You can track these metrics in the YouTube Analytics dashboard. To access the dashboard, log in to your YouTube account and click on the “Analytics” tab.
The YouTube Analytics dashboard will show you a breakdown of the performance of your YouTube ad campaigns. You can use this information to see which ads are performing well and which ads need to be improved.
For example, if you see that one of your ads is getting a lot of views but not many clicks, you may need to change the call to action in your ad.
Or, if you see that one of your ads is getting a lot of clicks but not many conversions, you may need to target your ad to a different audience.
By tracking the results of your YouTube ad campaigns, you can ensure that you are getting the most out of your advertising budget.
By following these tips, you can measure the results of your YouTube ad campaigns and improve your results over time.
YouTube Ads for Real Estate FAQ
What are YouTube ads?
YouTube ads are a type of online advertising that allows businesses to reach a wider audience by placing their ads on YouTube videos. YouTube ads can be used to promote a variety of products and services, including real estate.
How do YouTube ads work?
YouTube ads work by targeting specific demographics and interests. When a user watches a video that is relevant to their interests, the user may see an ad from a business that is also relevant to their interests.
How much do YouTube ads cost?
YouTube ads are pay-per-click, which means you only pay when someone clicks on your ad. The cost of your ad will vary depending on a number of factors, including the target audience, the length of the ad, and the competition for ad space.
Are YouTube ads effective?
Yes, YouTube ads can be very effective in generating leads and sales for your real estate business.
A study by HubSpot found that 63% of real estate agents who use YouTube ads say they are effective in generating leads.
What are some tips for creating effective YouTube ads for real estate YouTube Channels?
Here are some tips for creating effective YouTube ads for real estate:
- Start with a strong hook. The first few seconds of your ad are critical, so make sure to start with a strong hook that will grab viewers’ attention.
You can do this with a catchy headline, a visually appealing video, or an interesting statistic.
- Highlight the benefits of working with you. What makes you a better real estate agent than the competition? What can you do for potential buyers and sellers that other agents can’t? Be sure to highlight your strengths in your ad.
- Use high-quality video. YouTube users are used to watching high-quality videos, so make sure your ad is up to par. Use a good camera, good lighting, and good editing to create a professional-looking video.
- Keep it short and sweet. YouTube users have short attention spans, so keep your ad to 30 seconds or less. If you need to say more, consider creating a longer video that viewers can watch on your website or blog.
- Include a strong call to action. Tell viewers what you want them to do, such as “Call Now” or “Visit Our Website.” The more specific you can be with your call to action, the better.
- Target your ad to the right audience. YouTube’s targeting options allow you to target your ad to specific demographics, interests, and even specific videos. Use these options to make sure your ad is seen by the people who are most likely to be interested in it.
What content makes a good Real Estate YouTube Video?
- Tours of property listings: This is a great way to show potential buyers what your listings have to offer. Be sure to highlight the features and amenities that make each home unique.
- Tips for buying or selling a home: This type of video can provide helpful information to potential buyers and sellers. You can cover topics such as how to find a good real estate agent, how to get pre-approved for a mortgage, and how to negotiate a good price.
- Interviews with real estate experts or real estate humor: This is a great way to get insights from people who are experts in the real estate industry. You can post videos where you interview appraisers, mortgage brokers, and other professionals who can offer valuable advice to potential buyers and sellers.
- Real estate market updates or real estate tips: This type of video can keep viewers up-to-date on the latest trends in the real estate market. You can discuss factors such as home prices, inventory, and interest rates.
- Videos about real estate investing: This type of video can provide information to people who are interested in investing in real estate. You can cover topics such as how to find good deals, how to finance your investments, and how to manage your properties.
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Good luck!
