I am a video person. What does that mean? Well, video is actually my job. I write scripts and produce videos. But when I say “I’m a video person,” I also mean that I really like videos, I like ‘em a lot. They’re a great way to get information. They are entertaining. They make things easier. Why read the news article when there is a video posted right above it? I don’t have to imagine what happened, I can see it. I don’t want to read about a product and how it works, I want to watch it in action. I have, on occasion, used the patronizing phrase “Don’t tell me, show me.” I am a visual person. A visual, video person.
But so is everyone else. According to Cisco, mobile video viewing was responsible for 55% of total mobile data traffic in 2014. This will increase to a whopping 72% by 2019 when we can watch videos in our self-driving cars. Seventy percent of the top search listings on Google are video results. So yeah, people like video, but mostly what I’m trying to say is that you should be using it on your property websites. Here comes the list of reasons why…
The emotional connection
It’s not just about numbers. Video allows you to use sight and sound to connect emotionally with your prospective residents. They can see their new home and imagine the memories they will make there, the fancy friends that will come visit them there, and what the soundtrack to their lives will sound like when they live there. Their apartment might not be as professionally decorated as the one in the video, but all the feels will block out that notion.
You know where they’re going to click
Just like carbs, video is the consumer’s choice. Knowing that visitors to your property page are going to click on your video allows you to fine tune your message. This is your chance to tell them exactly what you need to get them to lease. But keep it simple. When someone approaches me to make a product video for them, the first thing I tell them is “send me your top 3-5 selling points.” Think of your video as a pretty elevator pitch for your property, and keep in mind that 30-second mobile video ads have an 88.3% completion rate (unlike carbs, which have a 100% completion rate every time, regardless the quantity).
Videos are easy to share
Jonathan Perelman, the GM of Buzzfeed, recently said “Don’t just make content to be consumed, also make something that can be shared.” Videos are easy to share and are a huge part of social media. Make a quality video that your residents will want to share with their friends. According to Perelman, consumers share video content because of the following:
- To be social
- To show off, to brag
- To prove we were the first ones to find something
- To form a community
- To build a personal brand
Buzzfeed always uses at least one of these premises when creating content, and suggest others do the same.
So stop telling everyone about your property and start showing them. Figure out what your message is and how you are going to get those video persons to share it. Let’s make a video!