The real estate sector is a field where visuals and emotional connections are at the forefront. The Bosphorus view of a villa, the tranquility of a spacious garden, or the elegant design of a modern apartment expresses much more through images than can be conveyed through words. This is where video ads come into play. Platforms like YouTube, Instagram Reels, and TikTok offer a unique opportunity to present real estate projects to the target audience in an impressive way. We experienced how we increased conversions by using the power of video ads in a real estate company's launch campaign. In this article, we'll share with you how video campaigns are structured, optimized, and why they're so effective in the real estate sector.
Why Are Video Ads Indispensable for Real Estate?
In a high-value product like real estate, potential customers want to gather as much information as possible before making a decision. While photos and texts meet this need to a certain extent, videos complete the story. A 360° tour of a villa project, a fluid presentation of the living spaces of an apartment, or an introduction to a neighborhood with drone footage gives customers the feeling of "being there." Research supports this: Video content holds users' attention longer than other formats and increases engagement rates.
Our observation at Whi is this: In the real estate sector, video ads not only increase brand awareness but are also effective at every stage of the conversion funnel. When a customer forms an emotional connection with a project they see in a video, the likelihood of visiting the site or filling out a form increases. That's why we strategically structured video campaigns for a real estate project, and the results proved us right.
How Did We Structure Our Video Campaigns?
We developed a multi-channel video strategy to promote a real estate company's new villa project. Using Display & Video 360 (DV360) with YouTube, other video placements, and Instagram Reels on Meta, we reached a wide audience and achieved conversion-focused results. Of course, we supported these video campaigns with Display and Search ads. Additionally, special agreements with real estate sites further strengthened our strategy. Here are the steps we followed in this process:
1. Programmatic Video Placements and YouTube Targeting with DV360
DV360 was a powerful tool for delivering video ads to the right audience and managing YouTube campaigns.
- Targeting: We targeted users interested in luxury living in Istanbul, considering real estate investment, and consuming premium content recently. We also focused on an international audience showing interest in Turkey. On YouTube, we targeted users searching for villas and those watching content related to luxury living.
- Video Content: We prepared 30-second videos featuring 360° tours of the villas. For YouTube, we used a 60-second promotional video; the first 5 seconds captured attention with a scenic drone shot, followed by villa interiors and lifestyle emphasis. DV360 placed these videos in strategic areas such as news sites, lifestyle platforms, and YouTube.
- Result: The DV360 campaign provided wide reach, and the viewing rates of videos on both YouTube and other platforms exceeded our expectations.
2. Engagement with Instagram Reels on Meta
Instagram Reels allowed us to reach a young and dynamic audience with short and striking videos.
- Creative Approach: In 15-second Reels videos, we highlighted the most attractive features of the villas (e.g., view, pool, modern design). We captured attention with quick transitions and impressive music.
- Targeting: We targeted users with similar profiles using data from previous campaigns and focused on an audience interested in real estate.
- Result: Reels videos received high engagement and gave the campaign strong momentum by increasing site visits.
The Conversion Power of Video Ads in Real Estate
This multi-channel strategy played a major role in the success of the real estate project. By supporting video campaigns with Display and Search ads, we were effective at every stage of the user journey. Additionally, through special agreements with leading real estate sites in Turkey, we increased the project's visibility by reaching our target audience on these platforms as well. Here are the effects of video ads on conversion:
- Increased Engagement: 360° villa tours extended the time users spent with videos and increased engagement by 30%. Videos aroused more curiosity compared to static images.
- Brand Awareness: Videos reaching wide audiences created awareness by spreading the project's name. Especially Reels provided organic spread through shares and comments on social media.
- Conversion Support: YouTube and other video placements through DV360 increased the rate of site visitors filling out forms and requesting information.
Campaign Results
At the end of the three-month campaign, we exceeded our goals with the impact of video ads. We achieved wide reach, collected hundreds of qualified leads, and converted interest in the project into sales reservations. Video campaigns were the cornerstone of our strategy in terms of both awareness and conversion.
Whi Perspective: Why Video Ads?
We at Whi believe in the power of video ads in the real estate sector. We successfully promoted our client's project by providing effective reach with DV360 on YouTube and wide video placements, and engagement with Reels on Meta. We supported this strategy with Display and Search ads, and also announced the project to a wider audience through special agreements on real estate sites. In a field like real estate where visuals are at the forefront, videos are the most effective way to touch customers and accelerate their decision processes.
If you also want to make your real estate project stand out in the digital world, you can start with video ads. We would be happy to be by your side on this journey. Are you ready to make a difference in a visually-focused sector?
