(article previously published in June 2016)
Promoter, do you usually make a video to sell your promotion earlier and better?
Every moment in history has had its preferred communication medium.
From word of mouth, the printing press, radio, television and now the Internet, all have been means of receiving and broadcasting information.
Today, in a situation where pulling is preferred to pushing(pull vs push) when receiving information, video has become a standard.
We are used to receiving coded messages in this format. It is convenient, we understand it with little effort, and it is also extremely direct.
Transposed to real estate marketing, video has found its place to stay.
These are, for me, the five main advantages of making a good video of your project:
1 | Emotional impact: connect with your audience from the very first second
If a picture is worth a thousand words, how much is a 3-minute video worth?
The statistics speak for themselves. These are the three main reasons to bet on video as a broadcast medium:
– Greater connection possibilities. We live in the audiovisual era. Image and video are not only the most consumed, but also the tool that can build more and better connections with users.
– Content diversification. Text is usually the most used format in the content strategy of brands (posts, updates on social networks…). However, in the face of growing “infoxication” and an environment in which attention is one of the most precious commodities, diversifying what is shared can make it easier to reach the user.
– A greater reach. It is the most consumed format on the web. A study several months ago by the Pew Research Center made this clear: in four years, the number of users who have watched or downloaded online videos has risen from 69% of the total to almost 80%. The expansion of mobile devices, especially tablets, has a lot to do with these figures.
2 | Clarity of the message: explain your project without any confusion
Without opening your mouth, and in just a few minutes, you will show all the virtues of the project.
Selling, or rather, trying to sell, is an uncomfortable job.
It is difficult for your company’s salespeople, day in and day out, to maintain the interest, friendliness and spark to create the right atmosphere that provokes the desire to buy.
They are the first to benefit from the use of animation as a sales tool.
But don’t worry, you, developer, are next.
The convincing process becomes less tortuous, more natural and, most importantly, faster.
He thinks that, unlike the model or the show apartment, the video is downloadable, you can watch it at home on TV, on your mobile, on your tablet, you can show it to your friends,…
They have immediate access to it and, after seeing it several times, they will begin to dream, and they will see it again and, finally, theywill buy it.
3 | Differentiation from the competition
Because you effortlessly enter the customer’s heart.
“When someone is looking for an apartment, they enter, without realizing it, into an aspirational process.”
The purchase of a home brings with it the desire to improve, to progress.
The brain will be involved in this process but, above all, the heart will be involved.
The customer will evaluate, compare in a cold way but, in the end, will make the decision with the heart.
Watching the video of your potential home brings you one step closer to your dream.
Therefore, the video, in addition to being descriptive, must provoke reverie. To awaken the client’s imagination so that he/she can watch it several times and, subsequently, give free rein to his/her imagination and “see himself/herself” living there in the future.
Do you now understand the power of video?
4 | Better return on marketing investment
In reality, nothing has been discovered with the video.
It is an updated response to a need that has always existed:
Teaching the future built in advance.
Historically, two tools were used for this purpose: the model and the show floor.
They both anticipated the future. They materialized it. They made the technical plans understandable to the buyer. They facilitated understanding and, consequently, generated the necessary confidence to take the step and buy the apartment.
I will talk about their advantages and disadvantages another day.
I just want you to reflect on the cost that both tools had for the developer. They were important investments both in time and money, especially the second one.
Just ask yourself these questions:
Regarding the model,
How long did it take to have a model made for me?
How realistic were they? Could you see the inside of the apartment? What was the price?
And, regarding the show apartment,
When could I have it completely finished?
How much would it cost me to furnish it to the highest quality and to maintain it?
If you crunch the numbers, you’ll soon realize that, in addition to being lower cost,
is more versatile and efficient.
5 | Versatility of the film in multiple channels
All our clients who have made an animation of their project repeat.
There are several reasons but the main one is cold and objective: they manage to sell faster and better.
It is the most cost-effective alternative.
Do your numbers, but do them right.
Take into account the financing costs and what it can mean to radically accelerate the pace of sales. I’ll leave that to you who are the expert.
I know the results of my clients and their satisfaction time and time again.
Don’t skimp and don’t hire just anyone, it will penalize you.
In the past, any computer-made “thing” had intrinsic value.
It’s not like that now. If you make a video, you have to do it with quality. Otherwise it can even be detrimental. I’ll talk about the factors that determine the quality of a video another day.
Think about the number of homes in your development and divide the cost of the video among them.
Do you really think you shouldn’t spend that money?
If so, don’t hesitate.
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You are not the customer we need and we are not the company that could accelerate your sales.
But, to better understand how visualization impacts the buyer’s decision, here is a more complete guide.