You’re most likely aware of the importance of a successful apartment video marketing strategy. Nowadays, multifamily real estate properties can’t get away with still images and words alone. So, you need a video strategy and you need one that works.
If you’re looking for some relatively quick and simple ways to find success with your apartment video marketing strategy, you’ve come to the right place.
Own the Content
The first thing to know with apartment video marketing or video leasing strategies is that you need to own your content. That means creating your content within your own platform. Creating videos within an app like Zoom or Facebook or Instagram doesn’t give you the flexibility to be successful. With the Realync platform, you’ll be able to use your own phone or device to create your videos and own them within the platform. That will set you up for success in the long run.
Showcase Your People
The physical property is only part of the picture when it comes to video marketing. Keep the videos interesting by including footage of the people who work there. This is an area where 3D apartment tours fall short. Sharing both the property and the people there will tell a better, fuller, more interesting story. These are also the people who are going to be around caring for the residents and the community. Tell a little bit about them, their story, their experience and their tenure at the property. Let their personalities, and through them, the personality of the property, shine.
Maximize Your Content
If you are already creating and using video, make sure you maximize its usage. Find ways to share that video content across multiple channels, pushing it out to as many people as possible. That’s key to a successful apartment video marketing strategy. For example, if you create a video tour of the renovated pool space for Facebook, also share it on LinkedIn, Instagram, your website, and your Google business profile. You can also repurpose that video for use in paid social ads. Create once and share everywhere you can.
Include Video in Email Campaigns
Another way to maximize your content is using it in your email campaigns. You can start simple by integrating video with your email follow-up strategy. A service like Hy.ly, for example, makes integrating video possible into email campaign. Take a video you have and break it up into smaller bits. Think 10-20 second clips that you can share over a series of emails. That way, you don’t have to use valuable time and resources to create a new video each time. You can pull excerpts and highlights out to your prospects through an email journey to capture and keep their attention.
Coordinate Across Your Providers
Another part of your apartment video marketing should be to share your content and efforts across any marketing partners. For example, if you have an SEO team you work with, share your videos with them. The same is true for any vendors or providers assisting with your advertising, chatbots, or email campaigns. Work with your providers to share your video content so you can use them on those platforms.
Measure, Measure, Measure
Consider what and how you’ll measure your apartment video marketing strategy. Without that, you’ll never really know if or what parts are successful. Measure before you start any initiatives and see where video is helping you end up. Benchmark your data by taking a snapshot of reports before you start with video or add new videos. That can be measuring your social media data or using website analytics.
For example, take a look at how long visitors are staying on a certain page on your website. Then, once you add video or new video content to that page, check and see the impact at 30 days, 60 days and 90 days. That will not only show you that the video is working through visitors spending a longer time on the page but also which videos are working or work better.
It can also help to show what video content you should include more of. Data may indicate that videos with people – either the team or residents- are resonating more than video of just the amenities. Benchmarking your data from the start and check in regularly to see how things are going and determine the overall success of the strategy.
Overall, these ways will help you find success with your apartment video marketing strategy and stay top of mind with renters. Own your content, share that content across multiple vehicles and platforms, and make sure it’s working through measuring. Doing that will help your property stay top of mind and prospects will choose this community versus one of the competitors.
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