A picture may be worth a thousand words, but these days, if you really want to reach your target market, your best bet is to go with video. Research shows that videos are the best way to get people to not only remember your message, but also to act on it.
Today’s tech-savvy consumers love videos. And why not? They’re quick and engaging, and they leave a lasting impression. That’s why there are 300 hours of videos uploaded to YouTube every minute, and billions of videos uploaded to Snapchat and Facebook every day.
Those are some mighty numbers, and they won’t be shrinking any time soon. This year alone, video is expected to comprise nearly 75% of all Internet traffic, and Cisco predicts that the number will rise to 80% by 2019.
What does that mean for property managers? If you’re looking to convert users to renters, give them what they’re looking for: Video.
Advantages of Video Content: Fast Forward to Better ROI
Here are three of the top reasons you should incorporate video into your property management marketing plan:
Total (Brand) Recall
Videos, with their one-two punch of visuals AND audio, make it easier for people to remember content. And if your video does a good job of representing your brand, the taglines, logos and themes you feature will automatically trigger brand recognition when viewers catch a glimpse of your other marketing, like blog posts or online banners. Having a good video will go a long way toward building and enhancing brand recall.
On brand, high-quality video content will also improve your site’s SEO, leading to more visitors. The presence of videos, especially when tagged with the right keyword labels, lets search engines know that your site contains rich media that’s relevant to search requests. That’s good for now and even better for the future; as more and more customers demand video in search results, the ranking factor of including videos will continue to rise.
Text-based posts simply don’t have the same “shareability” factor that videos do. Experts estimate that more than 90% of people share a video after watching it – in fact, video is shared 1200% more than text and links combined! And there’s always the possibility that your video will go viral, which will expand your audience exponentially and introduce your brand to a wider range of audiences.
How to Use Video: Your Commentary Track
Those are some of the perks of including video in your marketing plan. But exactly how do you go about incorporating it? Here are a few key places to feature your videos:
Embedding video in your landing page will drastically improve engagement. Why not post a video that offers a quick virtual tour of a 1- or 2-bedroom unit on your property, or a walk-through of the facilities and neighbourhood community? These videos can boost the number of leads and online applications you’ll receive. (Tip: Keep your videos short, preferably under three minutes.)
Share your videos on social media channels, like YouTube, Twitter and Facebook. These platforms are the perfect place for “short and sweet” videos and can greatly expand your reach to potential new renters.
If you want to keep your audience engaged, it’s important to continually experiment with different types of content. Studies have seen as much as a 40% increase in click-through rates for e-newsletters that feature video. Whether you send a regular newsletter through a 3rd-party service, or through a communication portal, including video will add a new element to an otherwise plain old copy-based newsletter. Don’t forget to advertise your availabilities and mention any referral plan.
How We Can Help
At Property Vista, we offer custom and pre-built web templates that easily integrate video. And, by using built-in Google Analytics, you can easily see which referrers are bringing you more leads and which pages get more conversions. You can also easily access communication portal modules and many other as-a-service offerings. To learn more about what we can do to help maximize your marketing, sign up for your free account today or give us a call.