80% of users recall a video ad they have viewed in the past month – Social Media Today
This statistic is just one of many reasons that videos play such an integral part of effective communication. Be it an awards ceremony, an event stall, a website feature or day to day social media activity, video can act as a versatile tool for any marketing savvy company. However, in property, video has become an indispensable resource that can take your company to the next level.
92% of shoppers say visuals are the most influential factor affecting purchase decisions. – Social Media Today
Property videos are not created equal. While showcasing the looks of a property is important, great property videos bring the lifestyle to life.
64% of users are more likely to buy a product online after watching a video. – Social Media Today
When creating your property marketing video here are three things to keep in mind:
- Be Social – Ensure your videos can be used on social media, keep them short, sweet and to the point.
- Focus your video around lifestyle – The viewer should imagine themselves in the property.
- Evoke Emotion – You want the viewer to feel a certain way when they look at your property.
Section 1: Be Social
Social media platforms provide a seemingly endless sea of content. Users scroll long into the night, moving from interior design inspiration, to watching two guys dig a pool in a forest in India! When faced with such competition how do you ensure your video sees the light of day.
“90% of online shoppers say they find videos useful when making purchasing decisions.”
– DHP Studios
The first step is to grab the viewers’ attention in the opening three seconds of video. Always remember, 20% of viewers will click away from a video in 10 seconds or fewer.
However, if you do capture your audience in that time it will be rewarded. 100 million hours of video per day are watched on Facebook, 5 billion videos are watched on YouTube a day, 82% of users watch video content on twitter… If these stats aren’t making your mouth salivate then you should check out our article Three Tips For Lead Generation Through Digital Marketing!
Whether you make a simple slideshow from the images, videos and comments singing your praises or you opt for something more fanciful, video offers you not only the UGC (User Generated Content) warm fuzzies but also a very sexy boost in the algorithms.
One of the keys to your video not being lost on the internet is to make yourself different. To engage the user and appeal to their emotion you need to help them see the lifestyle they’ll be living through your video.
Section 2: Lifestyles of the rich and famous
When you think about selling property one of the main things you should focus on is what the person is trying to achieve by buying a house. When it comes to luxury real estate there are several reasons someone might purchase a house, be it for the style, location or even the number of bathrooms! The one thing that will definitely sell them on a property is if they can picture themselves living there.
On the Barratt Homes website one of their steps in purchasing a property, includes visualising yourself in your new home. But what has this got to do with Video marketing?
Video marketing in property is all about selling the lifestyle that you would live if you were to purchase a certain property, not the bricks and mortar. When it comes to a beautiful house people will know it is amazing and will see that in every other form of marketing about the house, be it pictures, brochure, website, and perhaps a virtual tour. What a video is trying to evoke is the sense the lifestyle you would have if you did live in the house.
Consider popping out for brunch with friends, your child’s first birthday in the new house, and a lazy Sunday afternoon in front of the telly. The best content will combine the aspirational with the comfortable.
Section 3: I’m not crying, you’re crying!
While your marketing collateral should convey what and where your development is, considering the question of ‘why’, can evoke the emotional response.
The ‘why’ is the purpose, cause, or belief that drives every organisation. Why does the development exist? Why should anyone care? Emotion is pivotal in customer action: it makes your audience notice, remember, share and commit.
“The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. The emotions don’t hinder decisions. They constitute the foundation on which they’re made!” – Fast Company
When it come to the conception of the video, there are several different aspects that you need to think about; Keep it simple, make it easy to edit into chunks, and grab the viewers attention immediately.
You should aim to have a complete video that lasts around 1-2 mins so that you can use this ‘Long version’ for your show rooms, conferences and website, but the content of the video has to be malleable enough that you can chop and change the footage to suit your needs.
For example, when you want to do a flashy social media post you want to be able to select a 10 second clip from the footage without losing the appeal to viewers. If you wanted a short clip for Instagram you might want to tailor a section of your video to be suited for the square shape of posting. Alternatively, if you would like to do a post on LinkedIn you would use a longer and more informative section of the video and keep the style more conducive for a business to business user base.
The nice thing about social media and your video is any leftover footage that does not make it into the final ‘long cut’, you can use on social media and it can act as ‘exclusive footage’ which will seduce the viewer into looking out for more, ‘exclusive footage’.
The key to property video marketing is to make sure that you get across the lifestyle that the person will be leading if they were to buy your property.