The Importance of Video Marketing
The verdict is in! Video marketing is the most influential marketing strategy that you should be using right now to attract new leads. If you think about it, the effectiveness of video should not be that surprising. After all, vision is our most dominant sense. Videos have the ability to ignite emotions and build trust in your brand. They allow for a more engaging experience, and provide a stronger and more efficient way of getting your message to the right audience.
According to a Forrester ® report, “videos are 53 times more likely than text pages to appear on the first page of search results.” So, if you’re a home builder with a quality website but you’re struggling to keep visitors on your site longer – or you’re lacking consistent contact form submissions – then a comprehensive video strategy can make the difference, inspiring your prospects to take the next step in the home buying process.
Here’s our top 5 list of must-have videos for your website:
A Builder Story
People will always remember a good story over a sales pitch. To tell your story, go beyond what’s written in the copy on your website. Remember that you are building something that people care about and want to buy into. The most powerful builder stories are the ones that make the buyers the stars. This is because brand storytelling isn’t actually about your company. It’s about your buyers and the benefits they get from building a home with you.
Trying to explain a process or concept? Use an animated explainer video to show the concept in a simple and user-friendly way. Explainer videos are exploding onto the scene right now. Homebuilders are using them to explain their steps to homeownership or what their homes’ energy-efficiency means to a buyer’s bottom line. Animated explainer videos are the perfect combination of entertainment, nostalgia and simplicity. And they work.
Stories From Your Buyers
As homebuyers, we’re all more willing to believe what’s being advertised if we can identify with the source of the information. Testimonials provide the perfect way to bridge this gap. Nothing sells your business as well as the positive, happy voices of your existing homeowners.
It’s important that homebuyers get a realistic feel for what life in your communities and the surrounding area is like. Video is a great way to do this. If you really want to sell the dream that your community offers, use video that includes drone flyovers, walk-throughs of the clubhouse, activities around the community, local points of interest like shopping centers, restaurants and hospitals. Don’t be surprised when your web visitors suddenly start reaching out to you because they’ve bought into what you’re selling.
Seems pretty obvious right? You’re selling homes, so why don’t you do some video walk-throughs to show what you’re selling. Above all, it’s important these are done right and at the right time. For instance, if you’re starting a new community, invest in a 3D virtual tour video. They are expensive but will give a positive ROI when you have multiple deposits before the model has even opened. If the home already exists, hire a local videographer to do a Matterport ® tour. Post it on the floor plans page so your website visitors can interactively walk through the home or show their family and friends. Doing these videos for as many homes as possible will pay off in the long run. Remember, your website is your online model home and it should be treated as your number one marketing tool.
Videos have become a force in online marketing with the ability to engage buyers in a way that other media simply can’t. One visit to your site, and buyers can transport themselves inside your homes and communities, connect with your fellow homeowners and meet your whole team in just a few minutes. And with such a dominate presence in search results, video can give your website the best chance at being found and give your buyers incentive to learn more. Contact us to help you get rolling with a comprehensive video strategy!
By Andrew Bergren –
Senior Account Manager