If a picture is worth 1,000 words, then how many is a video worth? Well, according to idea rocket a video is worth around 1.8 million words per minute.
As a modern-day property management company, it’s likely that consumers will first engage with your brand online. Making a great first impression online is crucial if you want to turn your web traffic into leads and establish your brand as an industry leader.
Video content is also now regarded as one of the most powerful marketing tools in property management. According to Virtuets real estate listings with videos receive 403% more inquiries than those without. So, it makes sense that your first impression should be drawn from a video that is strategically placed on your website and placed in front of new visitors.
However, due to the video marketing trend being relatively new to most property managers it’s common to see agents falling short on their marketing efforts and not seeing the results they want. A simple mistake could be the make or break factor for a successful video.
SnapInspect wants to help landlords and property managers maximize their video marketing efforts, Keep reading to find out useful tips for creating your property management marketing video!
Communicate a story
Great real estate marketing videos tell compelling stories. Dismiss any plans you had to create a sales driven video that forces a pitch down your viewer’s throats. Instead, focus on what’s on your future tenant’s mind. Stories change our attitude, beliefs, and behavior. Identify prospective tenants’ feelings, struggles, emotions and really try to put yourself in their shoes.
For example, if you were wanting to fill a family home inside a prestigious school zone, near shops and close to the beach you could drive home the fact that taking the kids to school, doing shopping and relaxing by the beach all in the same day if they secure the lease for the home.
How many generic slogans like M&M’s “Melt in your mouth, not your hands” do you hear on a weekly basis? How many do you remember the following week?
Storytelling has been proven by Neuroscience to be 14 times more effective than marketing data aimed at persuading an audience.
This means whether you want your visitors to click the “Book viewing now” button or sign up for your rental newsletter, stories have the power to influence the decision-making process, not facts.
Take a feeling you know your tenants are seeking and brainstorm a list of visuals with relatable topics that enhance the desire to get that feeling. Write your video script and plan around this and you will be sure to strike a chord with whom it’s intended for.
Below is a basic outline of what you need to trigger customers emotions and help them better relate, engage and interact with your property management business.
A clear plot that introduces a relatable main character spreads out the objectives of your company and communicates your unique perspective. A good plot is the first step to a good real estate marketing video.
A “hero” who allows your viewers to relate and identify with your brand.
A struggle for the character to overcome. Get creative; this could be a hardship your character encounters, a conflict that needs attention or obstacles faced by a company.
Display a “Hero’s Timeline” where the hero character battles conflict and comes out victorious, this will hook your audience and make them invested in the outcome.
A “promise” that entices the viewers to build a connection with your business and act accordingly.
Remember: You can’t please everyone. Video marketing isn’t about appealing to the masses, pick a target market (Such as family homes) and drive all your efforts into appealing to that market. Don’t stress about cutting off access to other markets; you can always make separate videos for separate audiences.
Get A Wow Factor
As a property manager, you’ve got the know on what makes a tenant hooked on a rental. Whether it’s the man cave with a bar in the garage or the cozy upstairs library that gets the afternoon sunlight, display the areas in a way that makes future tenants envision themselves living in the rental property.
Once you can master this skill, you will be hooking tenants left, right and center. Having a “Wow” factor not only entices the person viewing the video it also compels them to share it socially, with friend’s family or Facebook.
What makes your property unique? Rather than showing a mundane home tour and then a quick spiel about how good the surrounding areas are, find your wow factor.
Don’t blame the equipment
Would you look at a house that used a Microsoft word doc as a marketing poster? Absolutely not. So how can you expect to get tenants to interact with you if you are recording your videos with an out of date phone?
The real estate industry is known for holding appearance and professionalism highly, prevent your business from being perceived as a low-quality service or company by investing in the best.
If you can afford it, invest in a camera that will take your video production levels to the next level. If you can’t don’t stress, there are countless shortcuts to give your brand a better image.
For example, you can transform your smartphone into a top of the line video camera by using this $25 dollar smartphone gimbal.
Prompt your viewers
Don’t end your video without describing your ideal tenant and calling them to action. This is all down to the goals of each property management company and what you want your potential customer to do.
For example, after your video, you could invite them to check out your blog, click the “book a viewing button” or head over to your Facebook page to check out more content.
Search engine optimization (SEO) helps potential tenants to come across your video. You can read our SEO guide here to brush up your skills on optimization. Alternatively, Google has several SEO video guidelines and tips that can give your video the extra push.
Gave it a go?
SnapInspect would love to hear from our readers that have had success or failure with real estate marketing videos. What went wrong? What went right? Let us in on your experience in the comment section below!