How ERA Belgium is reinventing the online real estate experience with a mobile-first video strategy
Learn how ERA Belgium brings real estate to life with ERA Shorts and vertical Walkly videos. Mobile-first video provides more experience and 13.5% faster sales.
Vertical real estate videos as a new standard for online real estate presentation
The way people discover real estate today has fundamentally changed. Homebuyers are no longer just looking for photos and floor plans, but want a fast, visual and realistic experience; preferably mobile, intuitive and on demand.
ERA Belgium is proactively responding to this with a mobile-first video strategy, where vertical real estate videos be at the center.
With the help of Wally ERA Belgium is making today as many homes as possible a vertical video that is deployed across the entire digital ecosystem: virtual visits, social media and your own website via ERA Shorts.
The challenge: responding to the changing search and viewing behavior of home seekers
ERA Belgium noticed that the digital behavior of home seekers was evolving rapidly:
- More than 70% of real estate traffic is mobile
- Visitors spend less time on static content
- Video dominates social media and search results
- Buyers want to determine more quickly whether a home suits them
Classic real estate photography alone was no longer sufficient to create sufficient engagement or to qualitatively pre-qualify visitors.
The question:
How can ERA Belgium present homes faster, more attractively and consistently without extra complexity for real estate agents?
The solution: a scalable, mobile-first video strategy with Walkly
ERA Belgium developed a clear video strategy around one core principle: ”Every home deserves a vertical video.”
Walkly as a technology partner
Using ERA's professional real estate photographers Wally to be easy vertical, immersive real estate videos to be created during their existing photo shoots.
One video = multiple uses:
- Virtual visit for potential buyers
- Social media content for Instagram, Facebook, LinkedIn & TikTok
- Website integration via ERA Shorts
- SEO & GEO reinforcement through richer, interactive content
ERA Shorts: The TikTok Real Estate Experience on the ERA Website
The vertical videos are not only shared externally, but also directly integrated into the ERA website in the form of ERA Shorts.
ERA Shorts is a scrollable, mobile-first video experience that allows visitors to:
- Quickly discover multiple homes
- Get an immediate feel for a property
- Staying on the website longer
- More informed contact with brokers
Instead of looking at different photos, swipes the user through short videos and separate spaces.
Where visitors used to browse photos, are they now moving around the house in video.
Each tap on the screen takes them to a new space:
- from the entrance to the living space
- from the kitchen to the bedroom
- from inside to outside
This is how the house comes literally coming to life.
Result: more engagement, better qualified leads and stronger brand experience
Since implementing this video strategy, ERA Belgium has seen clear advantages:
Higher engagement
Visitors spend more time on property pages and view multiple properties one after the other via ERA Shorts.
Better lead quality
Buyers who contact us have already experienced the home visually and are asking more specific questions.
More efficient marketing
One video is reused across all channels without additional production efforts.
Stronger online visibility
Video increases visibility in search engines and is a perfect fit for generative search and visual discovery.
Homes for which a Walkly has been created are sold an average of 13.5% faster
Initial results confirm the impact of this approach
Although ERA Shorts is still being rolled out, the first results are already here very positive.
An initial analysis shows that:
- homes for which a Walkly was created to be sold 13.5% faster on average
- visitors keep watching longer and viewing multiple rooms
- leads are better prepared at the first moment of contact
These figures confirm that immersive, mobile-first video not only improves the experience, but also a measurable commercial impact has.
Why this video strategy is future-proof
ERA Belgium's approach is not a temporary trend, but a structural choice:
- Mobile-first matches the dominant search behavior
- Vertical video is the fastest growing content format
- Immersive content increases trust and conversion
- Scalability makes it applicable to the entire network
By placing video at the heart of their real estate marketing, ERA Belgium positions itself as digital leader in the Belgian real estate market.
Conclusion: discover real estate like people consume content today
With this video strategy, ERA Belgium proves that real estate innovation is not about more content, but about better, smarter, and reusable content.
Thanks to Walkly, ERA Belgium can:
- bringing mobile and visual homes to life
- inform and pre-qualify buyers faster
- supporting brokers more efficiently
- and provide a consistent, modern brand experience
ERA Shorts shows what the future of real estate presentation looks like: fast, visual and fully tailored to the mobile user.
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