Landlords: 4 creative ways to use videos to market your property
Regardless of whether you're a full-time landlord or a real estate investor, you've probably been using video marketing for some time. Video marketing is important, but are your techniques effective?
If you have no vacancies and cannot keep up with the demand from qualified tenants, all you do is sufficient. However, if you want to fill vacancies faster and attract better tenants, consider the following elements in your video marketing efforts.
1. Appear in your marketing videos
Whether you're creating a video tour, a special promotion, or a video that is specifically designed for search engine optimization, make sure that it appears in your videos. Otherwise, your videos will look a bit too robotic and mechanical.
Some potential buyers just want to see a video tour of potential properties. So don't make yourself the star of the show. Keep every property at the center of your video tours, but add a quick introduction so people can see your face, hear your voice, and get a feel for your personality. Your personality has marketing power.
Showing an energetic, positive attitude towards your potential leads contributes to a positive perception of the properties you advertise. Studies in the art of persuasion show that you can "fundamentate" people's perceptions by "priming" them with positive experiences before showing them the product. How it works is simple: whatever is shown first affects the way they experience what is shown next.
2. Use videos on your social media PPC ad pages
Regardless of whether you place PPC ads on Instagram, Facebook or any other social media platform, make sure you embed a video in your landing pages. Even if you direct traffic to a simple lead capture form, a video on the fence can help potential customers make the decision to sign up.
For example, property managers from Round Rock, Texas, use videos to capture attention alongside their lead capture form. Leads who already know they want to sign up for a free real estate management analysis will sign up immediately. Leads who need more information play the video to learn more. The video itself is meant to “sell” the lead in hiring a property management company by explaining all the benefits.
Keep in mind that not all visitors are required to sign up for your list or download your lead magnet. Some will not be interested at all and others will need a little boost to make the decision. A short video will help.
3. Own property in a university town? Get certificates from your student tenants
If you own a rental property in a university town, you need to design your marketing strategies so creatively that they probably won't work with an older population. For example, although some college students don't pay their own rent, they're the ones looking for an apartment. Your marketing has to appeal to the students – not their parents.
College students have a reputation for being big parties, but many just want peace and quiet. They also want to have friends when they are not studying. If you can create videos that showcase your dorm as friend-friendly and study-friendly, you'll attract more potential tenants.
To create powerful videos that reach your target market, get testimonials from your student tenants and include them in your property inspection videos. This way, potential tenants can see and hear from real tenants what it's like to live in your building.
4. Test different versions of your video walkthroughs
You have seen video walkthroughs with music in the background, but is it effective? Would it be better to tell the complete solution? Or hire a professional voice actor? You won't know unless you test all of your options.
Just because everyone likes background music doesn't mean that this is the best way to create your videos. Experiment with different options and use the data to find out what works best.
Video marketing is constantly evolving
Most of the marketing principles do not change. Execution strategies, however, change frequently. Fads come and go and you have to be ready to adjust your strategies if necessary.
While it's great to be creative, don't forget to stick to the timeless principles of video marketing. If you're new to video marketing, check out HubSpot's ultimate video marketing guide to brush up on the basics and get some helpful tips and tricks.