We’re living in an increasingly busy world and that’s no doubt down to the growth of digital media and the popularity of smartphones. The constant stream of information we’re faced with and the variety of portable devices we have to choose from has led to a sort of ‘instant’ society. We all want to consume information on the go and we don’t want to wait for it either.
There’s an abundance of choice when it comes to consuming information too – television, the Internet and social media feeds are just a few of the channels. It’s not clear how many marketing messages we’re presented with each day, but most estimates suggest that it’s anywhere from 500 - 3,500 ads a day. This all combines to make one thing pretty clear: it’s now even more difficult to reach and engage with consumers.
Marketing to an audience that has a short attention span and already has a lot of adverts to digest can be extremely difficult. And it’s no different within the property sector. When you’re trying to market new property or encourage show home visits or viewings, how do you cut through the clutter and make a connection with your target audience?
Video is one way to do this.
While video alone won’t necessarily make a property more desirable, it’s an essential part of the marketing mix, mainly because of the environment we live in. With little time to dedicate to adverts and so many channels to consume media on, video can be a great way to get your message noticed because it’s quick to view and is more engaging.
How many times have I heard someone say “Do I have to read all this, can’t someone just tell me?” and this is the beauty of video, a compelling sales tool, which you have full control over the narrative and message.
Statistics reveal that one third of all online activity is spent watching video and 4x as many customers would prefer to watch a product video than read about it.
Since Google bought YouTube in 2006, we’ve seen more and more video content being produced. The rise of social influencers and vloggers is also having an impact on brand communications. Many brands are now reaching out to influencers and partnering with them to produce sponsored video content.
Creating written collateral, such as a brochure and hoarding, is crucial to your overarching communications campaign, but video should play a leading role in property marketing.
It’s been proven that property listings that include video receive 403% more enquiries than those that don’t, and enjoyment of video ads increases purchase intent by 97% and brand association by 139%.
The amount of people using mobile devices to consume information is also a key reason why video should form part of a marketing strategy. YouTube reports that mobile video consumption rises by 100% every year. With 92% of video mobile viewers sharing content with others, creating video that is optimised for mobile can also lead to more shareable content and could potentially increase the reach of your message.
How do you use video in property marketing?
There are lots of options! You could create an animated video that summarises your brochure content, you could produce vox pop videos and interview existing local residents to sell the community, or you could create a series of short lifestyle videos for social media. For some inspiration, check out our YouTube channel.
To discuss video in more detail, get in touch with the team on +44 20 3772 5360
and watch this space for further developments.