Is Video Advertising Part of Your Real Estate Marketing Strategy?

Humans have been captivated with sight, sound, and motion since the debut of movies in theaters, to TVs in the home, to phones in our hands. Today, video content is being consumed more than ever, with so many access points and an unlimited number shows spanning all genres, all readily available within the palms of our hands. With today’s digital video ecosystem more fragmented than cable TV ever was, how do you reach the right audience of people in-market to move?

2019 research released by Zillow states that 42% of first time home buyers will be millennials (adults 25-39). Secondly, eMarketer research (which measures consumption habits and advertising spending) shows that 65.1M millennials, or 89% of the millennial US population, watch digital video on the regular. Did you also know that people in market to move spend an average of 24 hours a week reading and watching digital content online? Which leads me to Real Estate, where most digital advertising budgets have a disproportionate percentage of dollars allocated to social, when, in fact, in-market home shoppers spend half of their time consuming content and video outside of social.

CTV US spending is trending to double from $7B in 2019 to $14B in 2023. Why?, you may ask. It is because advertisers are following audiences as they shift from one distribution medium to another as today’s viewing habits evolve from appointment viewing to on demand streaming, allowing users the ability to watch what they want, where they want, and how they want.

When was the last time you tuned into Facebook for a video? I know from my own habits if I see a video in my feed I passively glance at it or thumb right by it. But, when I actively decide to watch streaming digital video I am “leaned in.” Real Estate marketers need to rethink their marketing strategies to account for this shift in video consumption behavior. With the addressability of being able to effectively use data to target in-market movers through video being consumed in their living room, mobile device or tablet, marketers can have their cake and eat it too, as some say.

If you are targeting the mover audience, you need to be thinking of higher touch ways to fill your prospecting funnel using the best tools available today, starting with video and predictive data via programmatic technology. 

What is your video strategy for engaging movers? Does this cross section of data change your thinking? Will you be investing more of your marketing dollars into digital video and CTV?

I would love to hear from you! REACH OUT to learn more about Audience Town and how we can help you reach your desired real estate audience!