Artists’ renderings, floorplan sketches, site plan illustrations and model photos — just based on the sheer number of visual assets homebuilders have to develop, maintain and distribute, you might think you have enough content to corner the media landscape altogether. But there’s one form of media you might not be all in on just yet: video.
If you’re not using video content to sell your homes in 2019, you could be missing a huge opportunity to reach and, more importantly, engage potential customers. Here’s why video is such a vital investment you should consider making in the year ahead:
The Value of Video is Undeniable
Not sure if video is the right medium for marketing your new homes? Here are some important things you need to know about video content:
- 90% of online shoppers say they’ve found videos helpful in making purchasing decisions (Fast Company)
- 85% of American adults between the ages of 30 and 49, and 68% of those between 50 and 64, use the largest online video platform, YouTube (Pew Research Center)
- One-third of all online activity is spent watching video (WordStream)
- 80% of millennials utilize video content when researching a purchase decision (Animoto)
- Businesses with videos on their website are 53 times more likely to appear on the first page of Google search results (Video Explainers)
Sure, this data might be most relevant to brands that deal in consumer products, but there’s a lot of value for homebuilders in understanding just how pervasive is in our everyday lives. Plus, if those points aren’t enough to convince you, this simple fact should: The human brain processes visual content 60,000 times faster than text. Just think, for all that content you publish on your website, through your social media channels or in your digital ads, videos could communicate everything more quickly and with even greater impact.
The Reach of Video is Greater Than Ever
Forget about just uploading your video to YouTube or creating a commercial for TV — your video content can and should be adapted for an endless amount of different platforms and services.
Whether you’re developing a promotional spot or simply working on a video walkthrough of one of your model homes, you can use that content on your website, social media profiles, listing sites, advertising platforms and even in places like Google My Business. You might balk at the upfront cost of video development, but the sheer number of potential applications available to you use make it possible for you to get that content out to the masses quickly and efficiently.
With that in mind, don’t forget that every platform serves its own unique purpose. And just because you can publish video anywhere doesn’t mean you should. Without the right strategy in place, you’ll risk being drowned out by the countless other videos being uploaded every second. In other words, you still need to take the time to craft impactful videos that make sense on a variety of platforms and meet the expectations of your audiences.
The Top Digital Platforms Reward Video Content
As the rest of the world has gotten hooked on video, so too have some of the top advertising platforms for homebuilders.
Zillow, for example, rewards builders with increased search results rankings when they utilize video assets in their promoted listings. And if you advertise in places like Realtor.com, your presence is also enhanced and more visible with video content.
Facebook has previously denied that it automatically optimizes published posts that contain videos, but it’s clear that the social media giant is embracing a video-first future with its Facebook Watch and IGTV initiatives. And with over 500 million people watching videos every day on Facebook, we can’t blame them for taking the next steps.
Your Customers Demand Video — and Your Competitors Will Give it to Them if You Won’t
There’s a lot of great information to unpack in HubSpot’s “State of Video Marketing in 2019” report, but this little nugget should really catch your attention:
“87% of consumers say they’d like to see more video from brands in 2019.”
And for those brands not already using video? The report indicates that 74% of them intend to start publishing video content in the year ahead. With a seemingly insatiable thirst for video and an ever-growing list of competitors willing to embrace video in their marketing strategies, can you really afford to avoid it altogether?
Need some more marketing ideas to help you sell more homes in 2019? Check out the rest of our blog here, or get in touch with us today to find out how NDG can help.