Real Estate Prospecting with Video Email

Summary

Video email helps real estate agents stand out with their sphere of influence by replacing impersonal text with a more personal, face-to-face connection. Research shows it can boost click-through rates by up to 300% and increase open rates by 19%. To make the most of this format, realtors should focus on developing messages that deliver value to the local community in some way. Timing videos around dates like New Year’s day, tax season, or summer move-in season can also help.

Real Estate Prospecting with Video Email

One of the residual impacts of the pandemic is America’s embrace of personalized, one-to-one video. Most people never heard of Zoom before March, 2020. Now, it’s hard to imagine life without Zoom (or Google Meet, or WebEx, etc.).

That shift reinforces something realtors have always known: seeing someone’s face builds trust faster than text on a screen. It’s also what makes video email such a powerful option for connecting with your sphere of influence (SOI) without the scheduling overhead of live calls.

In this article, you’ll learn how video helps boost trust and why it belongs in your outreach strategy. We’ll also tell you how to build effective videos and when to send them out to your leads throughout the year.

Why Video is Better for Building Trust

As a real estate agent, you already understand how important personal engagement is when building trust. That’s especially true when working with your SOI. The more someone trusts you, the more likely they are to call you when they need help or recommend you to someone else.

Most agents are already using:

• Email campaigns
• Social media posts
• Periodic phone calls

Methods like these do work, but it’s easier for them to get lost in the background noise of daily life. Video email gives your contacts a chance to see and hear you, which helps reinforce your presence. It also keeps you connected and reminds people that you’re a real person with high-value professional skills.

Is Video Messaging Effective?

Yes! Video email is the perfect way to put a face to a name, and make a richer connection with those in your SOI, and there’s plenty of data to prove it:

• Wistia found that video emails can increase click-through rates by as much as 300%.
• According to Campaign Monitor, adding video to an email can increase open rates by 19% and click rates by 65% while reducing unsubscribe rates by 26%.
• Only 28% of brands consistently include video in their email strategy, which means there’s still a real competitive advantage for agents who adopt it now.

According to another study by the Litmus Group, less than 10% of respondents said they had used video email in the past and planned to do so again. This is obviously good news for those, LIKE YOU, who might be looking for a competitive edge in the market.

6 Ways to Use Video Email In Your Campaigns

Real estate agents are often the “go-to” resource for information in their communities. That’s what makes video email such a compelling, brand-building idea for any agent. It’s also why you should center the content you create around your community first, rather than just trying to sell listings.

Here are 6 strong ideas to get you started:

• RECONNECT.  Let your sphere know you’ve been thinking about them or ask if there is anything you can do to help them out. Sometimes, simple outreach is the best approach.
• DID YOU KNOW: Send a video email to update your SOI on what’s happening in the real estate market: mortgage rates, supply/demand, etc.
• I JUST SOLD: Tell people in the area that you just sold a property and have a number of buyers who like the neighborhood. Ask if they’re interested in listing their property.
• I JUST LISTED. Send a video email to someone in close proximity to a recent listing of yours to see if they know anybody interested in moving to this area.
• NEIGHBORHOOD NEWS. Create video emails that support local businesses your SOI might not know about or already love. Giving back to the community helps position you in a favorable light.
• SEASONAL: If you’re a gardener, spring is the perfect time of year to share a few tips on where they can find a great selection of plants. If it’s close to Christmas, use video email to send out season’s greetings instead.

IMPORTANT: While video email can be a powerful tool, it is critical that you utilize it in a legally compliant manner. Agents MUST follow your own legal opt-in protocols to avoid being flagged as a spammer.

Timing Your Video Emails for Maximum Impact

Unlike calling expireds and FSBOs, who are already motivated to sell, reaching out to your sphere in this way calls for more of a soft-sell approach. Your delivery should feel genuine, warm, and as natural as possible. These scripts will give you a good place to start, but don’t be afraid to go off-script.

Holidays/New Year

Subject Line: WISHING YOU A WONDERFUL HOLIDAY SEASON

“Hi, I just wanted to reach out to wish you and your family a wonderful holiday season. I see great things on the horizon. By the way, the market in [area] has been [active/steady/etc.] lately. If you know anybody who is thinking of selling, I’d appreciate it if you would share my contact information…”

Tax Season

Subject Line: TAX SEASON IS A GREAT TIME TO THINK ABOUT YOUR HOME

“Hi, this is [agent] from [brokerage]. With tax season here, a lot of homeowners are taking a closer look at their finances and thinking about what’s next. If you or anyone you know has been considering a move, this is a great time to have that conversation. I’d love to help you understand what your home is worth in today’s market. My contact information is below.”

Springtime

Subject Line: DON’T FORGET TO ORDER YOUR SPRING BULBS

“Hi, this is [agent] from [brokerage]. I hope you’re enjoying your summer so far. If you’re a gardener like me, you’ll be pruning and removing dead flowers from your annuals or rose bushes. You might also want to order those spring flowering bulbs. I’ve been getting all of my flowers and plants at [X Garden Center]. Happy planting and pruning.”

Summer Move-In Season

Subject Line: IT’S MOVING SEASON IN [AREA]

“Hi, this is [agent] from [brokerage]. Summer is officially here, and I’m seeing a lot of activity in [area]. If you’ve been thinking about making a move, now is a great time. I’d love to give you a quick update on what’s happening in your neighborhood. And if you know someone who’s been thinking about buying or selling, I’d really appreciate the referral. Enjoy your summer!”

Back-to-School

Subject Line: IT’S BACK TO SCHOOL SEASON FOR REAL ESTATE SALES

“Hi, this is [agent] from [brokerage]. I can almost hear the school bells ringing as we enter August, the dog days of summer. The market is still moving, and I continue to see buyers looking for properties in great neighborhoods, like yours. Last August, I sold [X] homes in your area. If you know someone who is interested in moving into your area, I’d love to take a few minutes to update you on the market. My contact information is below. Enjoy the rest of your summer!”

Tips for Making the Most of Video Emails

Good content is good content, regardless of the format. Your goal is to deliver a genuinely impactful message in as little time as possible, but you don’t want your video to feel rushed, either.

Instead, aim for balance:

• Brevity is key, so keep it short and sweet. You don’t need more than 30 seconds to make your point. Any longer and you risk your audience clicking away from the email or tuning out.
• Strive for relevance and avoid overkill. A video email is not the forum for lots of “selling.” It’s a casual, personal way to let them know you’re out there and thinking of them.
• Keep it light and friendly, which doesn’t mean silly. A little light situational humor is okay, but it should still feel professional. If you can avoid scripting, do it.
• Accept imperfection. Your video doesn’t have to be slick to be effective. Just being authentic is the best way to come across like a real human being.

Getting used to being on camera isn’t easy for everyone. If you’re dealing with a case of nerves, try a few practice runs before you hit send or roleplay your delivery with a colleague. It will start to feel more natural!

Bring Video Email Into Your Vulcan7 Workflow

Video email gives real estate agents the opportunity to engage their sphere in a more personal way than a standard email. It reinforces your value proposition, provides timely market updates, and keeps you on the top of your audience’s mind when they’re ready to buy, sell, or refer.

Vulcan7 makes it easy to attach videos to the emails you send out right from the same platform you already use to manage your leads and contacts. Get started today to start building a stronger pipeline.