In today’s fast-paced digital world, short-form video content has emerged as a dominant force in social media, transforming how businesses engage with their audiences. Platforms like TikTok have popularized this format, making it a powerful tool for real estate marketers aiming to capture the attention of potential buyers and sellers. A recent study, “Exploring the Factors Influencing Consumer Engagement Behavior Regarding Short-Form Video Advertising: A Big Data Perspective,” sheds light on what drives consumer engagement with these videos and how real estate professionals can leverage these insights to enhance their marketing strategies.
Understanding the Key Drivers of Engagement
The study identifies four key factors that influence consumer engagement with short-form video ads: performance expectancy, entertainment, tie strength, and sales approach. Let’s break down each of these factors and explore how they can be applied to real estate marketing.
1. Performance Expectancy: Showcasing Value and Benefits
What it means: Performance expectancy refers to the consumer’s belief that engaging with the content will be beneficial. In the context of real estate, this means that viewers are more likely to engage with videos that clearly demonstrate the value of a property or service.
How to apply it: Real estate marketers should focus on creating videos that highlight the unique features and benefits of a property. For example, a video tour that showcases a home’s energy-efficient features, modern appliances, or smart home technology can appeal to potential buyers who value these benefits. Additionally, providing market insights or investment potential in your videos can attract viewers who are looking to make informed decisions.
Example: Imagine a TikTok video that highlights a property’s ROI potential by showing before-and-after footage of similar properties in the area that have appreciated in value. This type of content not only grabs attention but also convinces viewers of the tangible benefits of the property.
2. Entertainment: Keeping Viewers Engaged
What it means: Entertainment is a crucial factor in retaining viewer attention. The study found that entertaining content significantly boosts engagement, particularly in the form of likes and shares.
How to apply it: To keep your audience engaged, consider incorporating creative storytelling, humor, or visually appealing elements into your real estate videos. Remember, the goal is not just to inform but also to entertain.
Example: A real estate agent could create a short, engaging video series featuring the “day in the life” of a house. Each video could follow the home from dawn to dusk, highlighting different features and amenities in a playful and relatable way. This approach not only entertains but also subtly markets the property’s selling points.
3. Tie Strength: Building Trust and Connection
What it means: Tie strength refers to the relationship between the content creator and the viewer. Stronger ties lead to higher engagement, especially in the form of comments.
How to apply it: Building trust and a sense of community is essential in real estate marketing. Realtors can achieve this by consistently posting authentic content, responding to comments, and engaging with their audience on a personal level.
Example: A real estate agent who regularly posts updates about the local community, shares personal insights, or provides tips on the home buying process can create a sense of connection with their audience. By doing so, they encourage more meaningful interactions, such as comments and direct inquiries.
4. Sales Approach: Avoiding the Hard Sell
What it means: Interestingly, the study found that a direct sales approach negatively impacts consumer engagement. Viewers are less likely to engage with content that feels overly promotional or pushy.
How to apply it: Instead of focusing on a hard sell, real estate marketers should aim to educate and inform. Content should be value-driven, with a focus on helping the viewer make informed decisions rather than just closing a deal.
Example: Instead of a video that simply lists the features of a property with a call to “buy now,” consider creating content that educates viewers on the home-buying process, offers tips for first-time buyers, or explains market trends. This approach positions the realtor as a trusted advisor rather than just a salesperson.
Tailoring Content to the Type of Property
The study also highlights that the effectiveness of these factors varies depending on whether the property is a “search good” or an “experience good.” In real estate, a search good could be a property that buyers can evaluate based on tangible features, such as size, location, and price. An experience good, on the other hand, might be a luxury property where the decision is influenced more by personal experience and emotional appeal.
1. Search Goods: Focusing on Performance and Tie Strength
For search goods, the study found that performance expectancy and tie strength have a stronger influence on engagement. This means that for properties where buyers are more focused on practical features, it’s important to clearly communicate these benefits and build trust with your audience.
Example: A video showcasing the practical benefits of a property, such as its proximity to schools, shopping centers, and public transportation, can be highly effective. Pairing this with content that reinforces the realtor’s expertise and connection to the community can further enhance engagement.
2. Experience Goods: Emphasizing Entertainment and Emotional Appeal
For experience goods, entertainment and a more nuanced, less direct sales approach are key. Luxury properties or homes with unique features often require a more emotional appeal to attract buyers.
Example: A high-end property might be showcased through a visually stunning video that highlights the lifestyle associated with living there. The video could include cinematic shots of the property, testimonials from current residents, or a narrative that evokes the feeling of luxury and exclusivity. This approach can create a more profound emotional connection with potential buyers.
Read our post on the Top Trends in Real Estate Marketing here.
Practical Takeaways for Real Estate Marketers
Based on the findings of this study, here are some actionable strategies for real estate marketers looking to optimize their short-form video content:
- Highlight Tangible Benefits: Focus on what potential buyers are looking for—whether it’s a good investment, a convenient location, or specific home features. Always lead with the value the property offers.
- Entertain While You Inform: Use creative storytelling, humor, or visually appealing content to keep viewers engaged. Remember, the more entertained your audience is, the more likely they are to engage with your content.
- Build Trust and Connection: Engage with your audience on a personal level. Share your expertise, respond to comments, and post content that resonates with your community.
- Avoid the Hard Sell: Instead of pushing for a sale, focus on educating your audience and building a relationship. Provide valuable insights, tips, and information that help viewers feel more informed and empowered.
- Tailor Your Content: Understand whether the property you’re marketing is a search good or an experience good and adjust your content accordingly. Practical details work well for search goods, while emotional appeal is key for experience goods.
Conclusion: Embracing Data-Driven Insights for Success
The findings from this study offer valuable insights for real estate professionals looking to maximize their social media marketing efforts, particularly with short-form video content. By understanding what drives consumer engagement and tailoring your approach based on the type of property and your audience’s preferences, you can create more effective, engaging content that not only captures attention but also converts viewers into leads and clients.
In an industry where first impressions are crucial, leveraging these insights can help realtors stand out in a crowded market. Whether you’re showcasing a modest family home or a luxury estate, the principles of performance expectancy, entertainment, tie strength, and a subtle sales approach can guide you in creating compelling short-form videos that resonate with your audience and drive real results.
As the digital landscape continues to evolve, staying ahead of the curve with data-driven strategies will be key to maintaining a competitive edge in real estate marketing. By embracing these findings and integrating them into your social media efforts, you can not only meet the expectations of today’s consumers but also exceed them, leading to greater engagement, loyalty, and ultimately, success in your real estate business.
