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Add emotion to your property listing
By Juwai, 12 March 2019
The quality of images used within property listing is one of the most important factors when attracting interest and, eventually, a sale.
According to IT and networking company CISCO, online video is predicted to account for as much as 80% of all web traffic this year, up from just 67% during 2014. 1
Video can also build those all-important emotional connections. In a 2018 survey conducted by marketing firm HubSpot, 54% of consumers said they wanted more video content from a brands or businesses. 2
Video listings, which Juwai.com introduced to its property listings late last year, add to that all-important first impression, and also add to the time that prospective buyers spend looking at your listing.
Most marketing experts will say you have no more than five seconds to grab the attention of a potential property buyer. In some cases, they will move on to the next listing even more quickly.
Today we spend almost 90 minutes every day watching moving pictures on our screens. Property is not the only industry that is tapping into video content marketing, and boosting customer engagement at the same time.
One of the most important benefits of using video is to enhance authenticity and transparency. Property developers and real estate agents are using video content to create an image that potential customers will appreciate. Video is more accessible that single images, and viewers like videos because they don’t take too much effort to consume. Just sit back and watch.
Video listings on Juwai.com aim to showcase exceptional properties to affluent Chinese property buyers and investors. The first video listing on Juwai.com came from real estate agent Mark Waite of Hawaii’s Soma Island Living. Waite is marketing a four-bedroom, five-bathroom, 528 sqm breathtaking mansion in Kihel, Hawaii with a price tag of US$ 16 million.
Speaking about the extensive potential of offering video with property listings, Waite said: “I like to have a video with all of my property listings because it creates an experience for the viewer that you cannot capture in a photo.”
Waite has also used some exceptional images of the Hawaii property alongside his professionally-shot video to truly entice potential Chinese buyers. Juwai subtitled his video into Chinese to enable a full understanding of the property by Chinese buyers with limited understanding of English.
Interest in video listings on Juwai.com has from real estate agencies and developers has been strong. Many Chinese property buyers and investors will purchase overseas property without ever setting foot in the destination country.
When producing your own property video, it’s essential to consider that the vast majority of platforms are very fast-paced. Creating a short, high-quality video with high impact will work. Once a video exceeds two minutes, engagement starts to decrease. That’s why it’s vital to keep your videos short and appealing.
Ultimately, videos provide that all-important first impression.
If you're looking to add some emotion to your property listings with video, find out more about Juwai's Luxe Property Plus product now. It could be exactly what you need to take your property marketing initiatives to the next level.
Sources: 1. Cisco: Cisco Visual Networking Index Predicts IP Traffic to Triple from 2014-2019. 2. Hubspot: Content Trends: Preferences Emerge Along Generational Fault Lines.
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