Standing out in the property industry these days has never been harder. Attention spans are shorter than ever and suppliers to estate and letting agents can no longer rely on static brochures or lengthy email pitches to capture interest. The game has changed, and video marketing is leading the charge. If you’re a supplier offering products or services to agents, it’s time to embrace the power of visual content to stand out, build trust, and drive engagement.

Video marketing can transform the way suppliers connect with their target audience. It’s not just a trend; it’s a necessity. Here’s why you should invest in video content and how you can use it to engage estate and letting agents effectively.

Why Video Marketing Matters for Suppliers

1. It’s what agents want
   Agents are busy. They don’t have time to sift through dense product manuals or lengthy service descriptions. Video cuts through the noise, delivering your message in a concise, engaging, and memorable way. According to recent studies, 91% of consumers (and yes, that includes agents) say they’ve watched a video to learn more about a product or service. If you’re not providing that, your competitors will.
2. Builds trust and credibility
   Video allows you to showcase your expertise, demonstrate your products in action, and humanise your brand. A video produced carefully can convey professionalism, reliability, and innovation—qualities that agents look for in their suppliers.
3. Boosts engagement and retention
   Visual content is far more engaging than text alone. In fact, viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. For suppliers, this means your product demos, case studies, or service explanations are more likely to stick in the minds of agents.

How Suppliers Can Use Video to Engage Agents

1. Product demos
   Show, don’t tell. A video demo of your product in action is far more engaging than a written description. Whether it’s a cutting-edge property management software or a high-quality photography service, let agents see exactly how your offering can make their lives easier.
2. Customer testimonials and case studies
   Nothing builds trust like social proof. Create videos featuring satisfied agents who have benefited from your product or service. Highlight measurable results and real-world applications to show agents what you can do for them.
3. Educational content
   Position yourself as an industry leader by creating “how-to” videos or tutorials. For example, if you’re a provider offering CPD-accredited courses for agents, produce videos with tips on passing certifications or staying ahead of industry regulations. This not only showcases your expertise but also adds value to your relationship with agents, positioning you as a trusted partner rather than just another supplier.
4. Behind-the-scenes insights
   Give agents a glimpse into your world. Show them your team on social media, your processes, or the technology behind your services. This builds transparency and fosters a stronger connection with your brand.

Where to Share Your Videos

1. Your website and landing pages
   Embed videos on your homepage, product pages, or dedicated landing pages to boost engagement and conversion rates. A video can significantly reduce bounce rates and keep agents exploring your offerings.
2. Email campaigns
   Incorporate videos into your email marketing strategy. Whether it’s a personalised product demo or a quick explainer video, including a thumbnail with a play button can increase click-through rates by up to 300%!
3. Social media platforms
   Facebook, LinkedIn, Instagram, and even TikTok are powerful platforms for reaching agents. Share bite-sized videos, reels, or stories to showcase your products, share tips, or highlight customer success stories.
4. Webinars and virtual events
   Host live or pre-recorded webinars to dive deeper into your offerings. Use video to engage agents in real-time, answer their questions, and demonstrate your expertise.

Strategies to Maximise Impact

1. Keep it short and snappy
   Agents don’t have time for long-winded videos. Aim for 60-90 seconds for most content, with longer formats reserved for webinars or in-depth tutorials.
2. Optimise for mobile
   Most agents will watch your videos on their phones. Ensure your videos are mobile-friendly, with clear visuals and captions for sound-off viewing.
3. Include a clear Call-to-Action (CTA)
   Every video should have a purpose. Whether it’s directing agents to your website, encouraging them to book a demo, or simply following your social media channels, make your CTA catchy, concise and clear.
4. Track and analyse performance
   Use analytics tools to measure engagement, views, and conversions. This data will help you refine your strategy and create even more effective content.

Video marketing isn’t just a nice-to-have; it’s a must-have for suppliers looking to engage estate and letting agents in a meaningful way. By investing in visual content, you’re not only staying ahead of the curve but also showing agents that you understand their needs and are committed to providing value.

If you are unsure about how to fit video marketing in your strategy, we’ll be happy to advise! Email us at lee@angelsmedia.co.uk or call us on 020 8663 4989 and we’ll be in touch soon.