When it comes to multifamily real estate, video marketing is an excellent option for connecting with your prospects. Multifamily video marketing is not only beneficial in showcasing the community and your individual apartments homes, but it can also help create emotional appeal, establish trust, and reach a larger audience, especially when shared on social media.
How You Can Use Video Marketing
For developers and property managers looking to attract new residents, real estate video marketing is an excellent option to advertise what your community has to offer.
Prospect Tours
Pictures say a thousand words, but videos can do it even better, especially when it comes to the layout of a unit. With video marketing, you can conduct virtual walk-throughs, bringing the prospects along for the tour. You don’t even need a professional videographer to follow you. You can give a first-person perspective or use a drone to follow you as you point out features that prospects would like.
Highlight Community Features
Video marketing creates an excellent opportunity to call attention to community amenities and services. Things like fitness centers, rooftop spaces, building security and more are often very attractive to prospects. By creating a video about these special amenities and features, you can generate excitement about them and a feeling of desire. Amenities are becoming must-haves, so promoting standout features is a must, especially features that are unique to your community versus your competition.
Highlight Neighborhood Features
Three words are famous in real estate: location, location, location! If your community is in a highly desirable location, let people know! Using video real estate marketing, you can take prospects on a walk about town. You never know who is transferring jobs and is unfamiliar with what’s around. Highlighting neighborhood features can help elevate your listing, and video marketing is an excellent way to accomplish that.
Info-marketing
The new generations thirst for knowledge and are always looking for more information. In fact, Gen Z is on target to be the most educated generation yet. Everyone is seeking the details to be an informed consumer, which means multifamily professionals have an opportunity to offer unique insight on things like budgeting, the real estate market, maintenance advice, and more. By providing short reels with nuggets of information, real estate video marketing can meaningfully reach a larger audience. Take advantage of the platform and help people learn about your industry. This form of info marketing is an excellent way to get your name out there while being helpful to prospects and residents alike.
Testimonials
People like to hear it from the source, which means reviews and testimonials matter to your residents and prospects. If you have a popular building that rarely has vacancies, ask longstanding, happy residents if they’d be willing to do a short video testimonial explaining what they love about the building. This can help build trust and might just convince the perfect new resident to sign on the dotted line.
Where to Share Your Real Estate Marketing Videos
Engaging content can draw in prospective residents, and real estate video marketing is a popular way to create content that connects and ultimately helps you close more deals. Share your videos on various platforms to extend your reach and build an online community that supports your goals, all while helping your residents.
Social Media
Get people talking! TikTok, Meta, and even LinkedIn are great ways to establish a sense of community. Advertise events, let people know about upcoming improvements or other important information, and build a community!
YouTube/Vimeo
YouTube and Vimeo are excellent for longer real estate video marketing efforts. While social media provides an opportunity for shorter reels and video clips, you can take your time with a longer video on YouTube or Vimeo. This could include a full tour of a unit or the whole building. Especially if your property is undergoing any updates, this platform is phenomenal at giving you the chance to explain, show, and reach your current residents and future ones. From there, you can share it on social media!
Listing Platforms
When someone is looking for a potential new place to live or work, they don’t want to waste time touring it unless they’re serious. (And you don’t want to waste the time of your leasing agents with “tire kickers” that aren’t really going to sign a lease.) By sharing real estate marketing videos of your community and its amenities on your listing platform, you’re giving prospects what they want, and you’re narrowing your pool of potential leads to those who are serious.
Other Online Marketing
Real estate video marketing also needs to be included on your website, blog posts, and email marketing. Utilize all the channels you have available to reach prospective residents.
Optimize Your Content With Real Estate Video Marketing
Once you’ve made your real estate marketing video, you don’t want to simply post it online and hope for the best. Optimize your content by taking advantage of SEO and paid advertising opportunities.
SEO
SEO isn’t only about embedding keywords into content. Conducting keyword research to learn what keywords matter is important, and then that information needs to be included in the metadata of your video. Metadata includes the title, tags, and description, and it appears in both blog posts, the videos themselves, and even on your website.
Paid Advertising
Another way to reach prospective residents is to utilize PPC and social media ads. These digital advertisements can help you target a desired audience and get the data needed to evaluate their performance.
Measure For Success
While it’s a great start to creating video marketing pieces, it is important to measure the success of those videos. There is a lot that goes into a marketing video, which is why it is important to evaluate different metrics that will show you whether or not you are reaching the right audience, converting viewers to leads, and more. Additionally, A/B testing and other data like views, conversions, bounce rates on video landing pages and more can give you insight into the success of your marketing strategy.
Utilize Expert Help
Real estate video marketing is an important part of your multifamily marketing strategy. Let the team at Primary 360 work to create a plan to succeed!
