Commercial Real Estate Loves Video!

By Benson Fischer

Do You Want To Increase Your Commercial Real Estate Firm’s Client Base? 

Research has revealed, at a minimum, every commercial real estate firm should have a 2–3-minute introductory video on the firms’ website’s homepage (above the fold) because it will increase the firm’s conversation rate by 80%. You want your firm’s introduction video to be part of your firm’s revenue-generating process that will help you engage potential clients and turn them into actual clients. The firm’s homepage video should also contain the firm’s history, video success stories, client testimonials, and the firm’s management team.

In general, videos throughout the entire website will engage visitors and increase the time visitors spend on the website, and result in more conversions. Sales and leasing team videos along with individual broker introduction-bio videos are important and should be placed in the body of the firm’s website because potential clients what to see and hear the people they will be interacting with before they will engage. Having a video on a landing page makes it 53% more likely to show up on page 1 on Google or other search engines.  Keep in mind that upwards of 70% of executives and decision-makers would rather watch a video than reading text and nearly 70% of consumers say they have been convinced to use a service or buy a product after watching a video.

Commercial real estate firms utilizing video marketing combined with social media will increase a firm’s revenues on average by 19% to 30%. Video now makes up over 80% of all social media and viewers retain 95% of a message when they watch it in a video compared to 10% retention when reading it in text. Bottom Line: video delivers substantial results for the commercial real estate firms, the teams, and the individual brokers.

Individual Broker Introduction-Bio Videos Of All The Firms’ Brokers Are Extremely Effective! 

These short 60-second introduction-bio videos should be placed on each broker’s bio page on the firm’s website and utilized for advertising and marketing on business platforms and social media to drive new business to the firm. These short broker introduction-bio videos and the firm’s website videos are very effective on social media.  Imagine the impact of all the firms’ broker introduction-bio videos, the sales team videos, and the website videos (with the firm’s branding) floating all over social media with a link to funnel viewers back to the firm’s website. Your staff of brokers’ along with the firm’s website will be seen by thousands of potential clients daily at little or no cost!

Case Study

A large Commercial Real Estate Firm placed a well-crafted 2-1/2 minute introduction to the firm video on the firm’s home page and had short 60-second videos produced for each of the firm sales teams along with all 90 brokers’ introduction-bio videos that outlined their background and specialty. All the videos had a call to action and all the videos utilized the firm’s branding. The individual broker introduction-bio videos were placed on each broker’s bio page on the firm’s website. All the videos (company, teams & brokers)  were also uploaded to several business platforms and placed on each broker’s social media pages. The result of the video marketing program produced a 26% increase in revenue for the first full year the video marketing was implemented and there was a 32% increase the following year.

Key Points To The Firm’s 2-3 Minute Introductory Video

Why are people visiting your Real Estate Firm’s website? In most cases, it’s to either buy or sell or lease property.

Real Estate Firms exist to solve some sort of a problem: Your firms’ video should start by identifying the problem the potential clients may have as it relates to your firms’ services, the solution to the problem. For example: Are you starting to look for a new office location?  Or…are you thinking about selling your office building?

Now that you have identified the problem, you must provide the solution. Your solution is not your Real Estate Firm, your solution is the way you solve the client’s problem. The more unique your solution the better.

Add a testimonial or success story to add credibility: Having someone else say how great your firm is, has much more impact on a viewer than if you said it. If a client says it, it sounds natural and more important, believable.

The final step and most important, a call to action: You need to tell the clients what to do next, they may not do it at that very moment, however, you have educated them to know what they need to do when they are ready.

Focus on the needs of your clients and know that people do not care about your firm: What clients care about is solving their problems. It is also important to make sure the video features real people. You also need to humanize your firm because people want to do business with real people. Most Real Estate Firms create videos and websites that are faceless. This neglects the opportunity to obtain new clients entirely. It is important to give clients several brokers to connect with, whether it is your Managing Partner or a top broker of the firm, featuring real brokers in your video is especially important.  

The Impact of Video & Social Media on a Real Estate Firm

Videos combined with Social Media improve your online reputation: Having branded social media introduction video along with the firm’s bio video with engaging content can make your firm appear more reputable in the eyes of potential clients. To optimize your social profiles, make sure they have information about your firm and practice areas, and individual brokers share positive past client testimonials to provide social proof.

Videos combined with Social Media can establish your firm as a leader: Sharing your expertise on social media doesn’t just establish you as a thought leader it can also help you attract followers who are interested in hearing your views. For example, commenting on a high-profile insurance matter in your community or sharing your thoughts on new bills that affect your insurance areas shows that you stay up to date on insurance news that can affect your clients. People choose a Commercial Real Estate Firm and/or broker that can get the results, so showing your expertise through thought leadership is a great way to improve your trustworthiness.

Videos combined with Social Media help you connect with your community: How does your Commercial Real Estate Firm show up for your community? Whether you give a yearly donation to a nonprofit, participate in a monthly service day for a local cause or sponsor the town’s little league, use social media to share how your practice cares about your community. Staying active on social media also lets you follow prominent leaders and businesses in your community. By engaging with other people’s posts through comments, likes and conversations, you can help boost your firm’s awareness by building social relationships.

Videos combined with Social Media make your Commercial Real Estate Firm feel human: Oftentimes, people who need a Real Estate broker that are in vulnerable circumstances and want someone by their side who can empathize with what they’re going through. Giving your social followers an inside look at your firm utilizing video is a great way to show the human side of your practice. Broker highlights, client testimonials, and community-focused social posts will build a positive first impression for potential clients and show the personality behind your firm.

Hire A Qualified Video Production Company

Anyone with an iPhone can make a video for next to nothing. However, that is not what you are paying for.  You are paying for results and a return on your investment! A qualified video production company knows how to write an engaging and compelling script that will deliver a return on investment and fantastic results. Finding a video production company that provides the ability to write a great script, obtain experienced talent, shoot, edit, add a soundtrack, and add all the bells and whistles to your video is well worth the money. Don’t cut corners, engage a video production company that has the experience, references, and a track record of success, like ZivZo (

Don’t cut corners, engage a video production company that has the experience, references, and a track record of success, like ZivZo (

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*Statistic Data Published: Jan 24, 2021, by Matt Mansfield In Marketing Tips 70 Published May 10, 2021 – Staggering Video Marketing Statistics for 2021 By Kristen McCormick in World Stream