How to Use Video to Power Apartment Marketing
When it comes to effective digital apartment marketing, video has proven invaluable in a broad spectrum of circumstances and applications.
According to recent statistics, more than 75% of Americans now shop online. This means that, whether they are buying groceries or searching for a new apartment, consumers are responding to the ample information and dynamic features that only online marketing can provide.
The informative digital marketing authority Quicksprout reports that videos engender a 74% increase in overall understanding of a product/service when compared to still photos and, perhaps more importantly, boost the likelihood of an ultimate purchase by a whopping 64%. In fact, 80% of Internet users have strong memories of the video advertisements that they watch online, and 46% take some sort of direct action as a direct result of their video viewing.
The practical applications of video in the field of apartment marketing are virtually endless when it comes to boosting conversion rates among prospective renters. Of course, the road to these increased conversions depends on the unique qualities, deficiencies, needs, and goals of the apartment business at hand. Therefore, the first step toward using video to power your apartment marketing efforts is deciding upon the specific categories of video that you would like to immediately pursue. Here are just a few that you’ll definitely want to consider:
1. Listing / Tour Videos
The most prevalent form of apartment marketing video, the listing/tour video has proven very effective. Quicksprout cites statistics showing that listings with an attached video generate 403% more inquiries than those without. Although a virtual tour of the apartment itself is an absolute must, these videos are even more successful if they also show key aspects of the surrounding neighborhood, community, and/or city.
2. Interview / Testimonial Videos
In an interactive modern marketplace that is profoundly influenced by social media, social proof reigns supreme. Therefore, you simply cannot underestimate the value of a well-placed interview or testimonial video. Whether they are new to your community or have lived in it for years, satisfied tenants are an invaluable resource. By offering a few positive comments in their own words, your loyal tenants can become video marketing superstars.
3. Apartment Advice Videos
One of the most popular types of online video is the ”how-to.” As a result, some of the most effective apartment marketing videos offer advice on apartment hunting and/or moving process. Incorporating this category of video into your overall marketing campaign can drive conversations from an incredibly wide audience base.
4. Housing Market Update Videos
Like an apartment advice video, a video that provides information on the current housing market in your area can easily lead to a conversion. This is especially true if the information provided casts your apartment rentals in a particularly light.
5. Brand Promotional Videos
When it comes to centering your apartment marketing campaign, nothing works better than a good brand promotional video. Typically a bit longer than the average real estate video, your brand video can root your entire website and/or social media page in a central message that demonstrates your company’s unique approach and style.
Tips for Making Effective Apartment Marketing Videos
After determining the type of video you would like to make and the audience that you would like to reach, it’s time to start planning. Critical questions to ask during this phase include “who and what will your videos feature” and “how will this video attract/keep the attention and ultimately lead to conversions.” Whether you choose to produce videos yourself or hire experienced audio/visual professionals, you would be wise to keep a few industry best practices in mind. These best practices include…
1. Aim for Instant Impact
The typical viewer will judge your video within the first few seconds, so you must make an immediate positive impression. This means creating videos with high production values that scream “I am worthwhile” from the onset. Remember: customers have nearly endless options when it comes to watching videos online.
2. Keep It Brief
Research has shown that viewers overwhelmingly prefer shorter videos to those that are longer. Don’t test the attention span or challenge the time commitment of your audience. Generally speaking, a two-minute video is ideal for most forms of real estate marketing.
3. Avoid Auto-Play Videos
Most people simply don’t appreciate a video that begins blaring at them the second that they visit a particular webpage. Allow viewers to choose exactly which videos they might like to view on your website or social media page and click on these videos at their leisure.
4. Motivate Viewers to Take Action
To increase your chances of making a conversion, you should include essential information such as agency logo and contact details during both the introduction and conclusion of each video. (Remember that the modern consumer may only watch your video for a few seconds!) To drive conversations among viewers who make it all the way to the end of your video, consider integrating a clickable lead capture link or “shop now” button directly into the video frame itself. You should also take the time to include a compelling call-to-action that directs viewers to visit a particular online destination and/or enter lead information.
To learn more about the benefits of video
A full-service real estate digital marketing agency and an incubator for forward-thinking industry techniques, Bigeye has developed countless creative uses for promotional video. Contact us today and let us show you all the ways that you can boost conversion rates with video.