The rise of video marketing is easy to understand when you consider the recent strides in technology and social integration, as well as video’s ability to communicate your brand story, engage consumers and convert them into customers.
In fact, statistics show that including video on a landing page can increase conversion by 80%; video in an email leads to a 200-300% increase in the click-through rate; and real estate listings that include a video receive 403% more inquiries than those without.
To help apartment marketers navigate this powerful medium, we used our latest #AptChat to talk through what types of video you should be producing, how to get started, where you should promote your content and more. These are the highlights. (Click on the links to jump straight to a specific question.)
- Q1: We know video is becoming increasingly important for marketing. What are the basic types of videos we should be producing?
- Q2: If you haven’t done much video before, what are the first things to consider when you’re getting started? What are the basics?
- Q3: What are the best ways to make sure your videos are seen by your potential customers? How do you promote your video content?
- Q4: Let’s talk social media. Is there a different approach to video on social? What sites matter most for reaching renters?
We know video is becoming increasingly important for marketing. What are the basic types of videos we should be producing?
By type do you mean by platform like youtube & snapchat? Or Walktroughs, VR, testimonials, etc? #aptchat
— CFAA (@CFAA_FCAPI) January 31, 2017
@CFAA_FCAPI More like walk-throughs, testimonials, etc. #AptChat
— Apartment Chat (@AptChat) January 31, 2017
A1: Walk throughs, virtual tours, “here’s what you saw”, etc. All the basics we try to write in follow ups! 🙂 #aptchat
— Khara (@leftnwrite08) January 31, 2017
@leftnwrite08 I think meet the team videos are super easy ones to start with. Prospects “buy” the people before they rent the apt. #aptchat
— Kristi Fickert (@Marketing_Mommy) January 31, 2017
A1b: But also fun stuff. Thanks for visiting follow up videos, how-to guides, welcome videos, etc. #AptChat
— Khara (@leftnwrite08) January 31, 2017
@AptChat On a very small scale. One follow up vid per floor plan, and none of the fun stuff yet. #aptchat
— Khara (@leftnwrite08) January 31, 2017
@leftnwrite08 That’s a great start, though … nice work! #AptChat
— Apartment Chat (@AptChat) January 31, 2017
@leftnwrite08 @AptChat have you seen any major improvement as far as analytics, conversions etc? #aptchat
— Dyverse (@dyverse) January 31, 2017
@dyverse @AptChat Honestly we’ve only used on such a small scale and test-level, so it’s hard to say … #aptchat
— Khara (@leftnwrite08) January 31, 2017
@dyverse @AptChat … but prospects enjoyed the novelty of a vid F/U vs “Thanks again for coming by” standard. #aptchat
— Khara (@leftnwrite08) January 31, 2017
@AptChat @dyverse Working on that, too 🙂 Would eventually like a series touching various prospect hot points. #aptchat
— Khara (@leftnwrite08) January 31, 2017
@leftnwrite08 @dyverse @AptChat YES! And adding video to any email campaigns you’re running makes them much more interesting. #aptchat
— Kristi Fickert (@Marketing_Mommy) January 31, 2017
@AptChat @Marketing_Mommy @dyverse Embedding can be tricky, but worthwhile to figure out. Otherwise, permission to link. #aptchat
— Khara (@leftnwrite08) January 31, 2017
@AptChat @leftnwrite08 @dyverse Yes – meet the team would be great to send in a drip right after they schedule the tour. #AptChat
— Kristi Fickert (@Marketing_Mommy) January 31, 2017
.@30lines Would love to know if anyone in #multifamily has found success with YouTube advertising #aptchat
— Dyverse (@dyverse) January 31, 2017
@30lines Yes, considering getting into it for some of our properties but curious how it compares to search, display for conversions #aptchat
— Dyverse (@dyverse) January 31, 2017
If you haven’t done much video before, what are the first things to consider when you’re getting started? What are the basics?
A2: Know your resources… and your limits. Can you capture great vid yourself or do you need help? Slideshow or live action? #aptchat
— Khara (@leftnwrite08) January 31, 2017
@AptChat A mix of both. The in-house do tend to have a more personalized/relatable “touch.” #aptchat
— Khara (@leftnwrite08) January 31, 2017
@AptChat new iPhones are working better and better 🙂
— Death To Stock (@deathtostock) January 31, 2017
What are the best ways to make sure your videos are seen by your potential customers? How do you promote your video content?
A3 For #CFAARHC, we produce speaker greetings/intros that we send to our mailing list, and share on Twitter & LinkedIn #aptchat
— CFAA (@CFAA_FCAPI) January 31, 2017
@CFAA_FCAPI That’s awesome … easy way to put the face to the name! #AptChat
— Apartment Chat (@AptChat) January 31, 2017
A3: Use as follow up. Social share. Cross-link across media. etc. #aptchat
— Khara (@leftnwrite08) January 31, 2017
.@AptChat cross-channel promotion. Have video content made specifically for different platforms, ie. Facebook, Youtube, Instagram #AptChat
— Places4Students (@Places4Students) January 31, 2017
Let’s talk social media. Is there a different approach to video on social? What sites matter most for reaching renters?
.@AptChat A4: disposable video content like Snapchat, Instagram stories and (soon) Facebook stories will become more popular #AptChat
— Places4Students (@Places4Students) January 31, 2017
.@AptChat @Places4Students How about “fix it” or “how to” videos? From the event realm, Community service events recaps. #aptchat
— CFAA (@CFAA_FCAPI) January 31, 2017
.@CFAA_FCAPI @AptChat how to videos are great! Especially short or .GIF format. GIF tutorials seem very popular lately. #AptChat
— Places4Students (@Places4Students) January 31, 2017
@CFAA_FCAPI @Places4Students Lots of possibilities, especially for 1st-time renters – “What Not to Put in the Garbage Disposal” #AptChat
— Apartment Chat (@AptChat) January 31, 2017
.@AptChat @Places4Students ISpy contests could be interesting too! #aptchat
— CFAA (@CFAA_FCAPI) January 31, 2017
@Places4Students We struggle w/ ephemeral vid stories. Awesome tool, but so many other things should be prioritized ahead of these. #AptChat
— 30 Lines (@30lines) January 31, 2017
.@30lines @AptChat very good point, it’s more suited to some multifamily segments like student housing. @VarsityProp does this well #AptChat
— Places4Students (@Places4Students) January 31, 2017
.@AptChat @30lines @VarsityProp we saw a random, but neat idea they did on Periscope where they streamed an axe-throwing party! #AptChat
— Places4Students (@Places4Students) January 31, 2017
@AptChat @Places4Students @30lines It was good Canadian fun! Live video is a key tool for us in 2017. We like that it creates urgency.
— Varsity Properties (@VarsityProp) January 31, 2017
@AptChat @Places4Students @30lines Also seeing that to be effective, it needs announcement 6 hours in advance.
— Varsity Properties (@VarsityProp) January 31, 2017
@VarsityProp @AptChat @Places4Students Yep, agree that it need to be announced. That’s key for successful Periscope/FB Live.
— 30 Lines (@30lines) January 31, 2017
@AptChat @Places4Students @30lines we see instagtam stories and snapchat as being good for almost live or one step down from live.
— Varsity Properties (@VarsityProp) January 31, 2017
.@AptChat also different analytics for each platform, i.e. Facebook & Instagram counts 3 seconds as a view, YouTube 30 seconds #AptChat
— Places4Students (@Places4Students) January 31, 2017
Our next #AptChat is slated for Tuesday, February 7, 2017 at 12 pm Eastern, and we’ll be discussing how to stand out against local competition. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
