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Marketing in Motion: Video Marketing Tools

Monday, September 23, 2013 /

Selling a house is an inherently visual process. Before making one of the biggest purchases of a lifetime, many buyers spend countless hours poring over elevation and floor plan options, pictures of model homes, flipping through design idea books and browsing sites such as Pinterest and Houzz. However, while pictures are a great tool for feeding our inherently visual nature, videos are what can truly sell a home.

Time and time again, data proves that video is a powerful driver of consumer engagement. According to a 2011 report from the Pew Internet and American Life Project, nearly three-quarters of Americans use video-sharing sites, and according to Flimp, more than half of marketers say that video provides the best ROI for content marketing.

Luckily, for those marketing homes in today's real estate market, there are plenty of social video sharing options, including YouTube, Vimeo, Vine and Instagram. However, with more choices, determining which video tool(s) are right for you can be difficult.

The key is to ask yourself what kind of videos you want to and are able to produce, and where you want to showcase the finished product. Most builders focus on creating longer videos with model home or community tours for prospective buyers. When these videos are professionally shot and well produced, this is an excellent way to allow people to experience (or relive) a walkthrough from the comfort of their own home.

In this scenario, uploading longer videos to sites such as YouTube or Vimeo can help improve search engine rankings, allow buyers to discover your homes and communities and make embedding this content onto your website, blog or social media profiles much easier.

However, to be truly effective, builders have to step back from just selling, and start to develop relationships with their audience. The new breed of video apps such as Vine and Instagram can help bring out a new sense of creativity that will resound with buyers on a deeper level.

Vine, which launched in January 2013, was one of the first high-profile social video apps to achieve popularity. It challenges its 40 million-plus registered users to create six-second videos and share them, either within the app itself, through Twitter (which owns the company) or on Facebook.

Some of the brands that have put Vine to good use include:

·         Lowe’s Fix in Six series

·         Honda, which responded to real customer tweets with Vine videos for their #wantnewcar campaign

·         Nordstrom, which achieved a viral hit with their “Pass the Puma” video

Vine received a healthy dose of competition in June when the popular photo-sharing app, Instagram, which boasts 150 million users and the backing of social media behemoth Facebook, launched its own video capabilities. Instagram users now have the ability to share 15-second videos on the site, on several popular social networks and embed the videos on blogs and websites. With the longer format and the ability to load pre-recorded videos and use their famous filters, Instagram allows brands to achieve a more polished product and route their videos through internal review and approval processes.

Builders who want to use these short-format video marketing tools should think beyond the community tour and create new types of content. Some suggestions include:

·         Answers to frequent buyer questions

·         How-to or short educational video series

·         Time lapse video of a home under construction

·         Short tours of your model home

·         Sneak peek into a new home or community

·         A day in the life of various company employees

·         Videos and pictures submitted by buyers

There are many creative ways builders can use these tools to connect with potential buyers. So, grab those video cameras and smartphones, and start recording.

For more information on building your home building company's brand through video, make sure to ASK Carol! East Coast Carol (aka Carol Morgan) can be reached at or West Coast Carol (aka Carol Ruiz) can be reached at





Published by : Ask Carol
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