From shifts in technology to an unprecedented pandemic, the way renters look for new apartments is much different than it was two years ago.
With renters online more than ever, video marketing has skyrocketed as one of the most engaging tools for renters.
Incorporating more video in your multifamily marketing strategy can help generate more interest and increase lead-to-tour conversions. To help you make the most of your video marketing budget, we’ve compiled a list of video stats to help you shape your strategy this year.
(Source: HubSpot)
It’s true that people would rather be taken on a visual journey of your community than read about it. More than ever, renters are seeking interactive ways to explore available apartments before moving forward. It is easily one of the most powerful research tools for renters to get information fast and in an entertaining way.
LCP Takeaway: Video tours, video walk-throughs, and videos of resident testimonials are just a few pieces of marketing you can add to your multifamily marketing toolkit in 2021. Find unique ways to ramp up your video marketing or incorporate new content into your strategy.
(Source: Ad Age)
While video marketing can get impressive results, executing it correctly can be tricky. It’s important to note how to keep engagement high and drop-off low.
Most renters today are between 18 and 30 years old, which means you’re looking at most millennials and Gen Zers with delicate attention spans. So, you’ll want to keep your multifamily videos short, sweet, and high-energy.
LCP Takeaway: For video walk-throughs or fly-throughs that show off available space, keep them no longer than a minute and only highlight your best-selling features. If you want to add current resident testimonials to your video repository, keep them no longer than 30 seconds. These short mini-videos can be perfect content for your social marketing mix.
(Source: Wistia)
It’s a no-brainer that video is a highly engaging, fast-paced informational tool. For renters, they can gather a lot of information about your community in under two minutes simply by watching content rather than reading about it. Most people are likely to drop off from a page with heavy text, but if they can absorb the information through visuals and sound, they will likely stick around. This only increases interest in your community and the likelihood of renters inquiring about more information or a tour.
The same can be said for most other interactive content. For example, LCP virtual tours have improved bounce rates by 15%, keeping renters engaged for up to three minutes on a community website.
LCP Takeaway: Add more videos throughout your community websites. When a renter lands on a community homepage, if they’re presented with a video right away, you can help them answer their questions quickly and spark more interest.
Have a gallery page with only photos? Convert your gallery page into a highly interactive space on your website with video fly-throughs or drone videography to capture a birds-eye view of your community.
The gallery is where renters learn the most about your community visually; video will keep them engaged longer.
(Source: HubSpot)
Video and email marketing together aren’t yet commonplace, but ignoring these kinds of engagement results is hard. While many companies are exploring the use of video with email, it also has its place in the renter's journey.
LCP Takeaway: To increase engagement and response rate, include links to videos of your community or resident testimonials in your outreach and follow-up emails. Not only is this improving the chance that they view your video content, but it adds another layer to the experience for renters and can help it feel more personal.
(Source: Socialbakers)
Many communities opt to show only their exterior in a traditional photo advertisement or a slideshow of amenities, but video can actively stop renters from scrolling and hold their attention longer than a standard photo.
LCP Takeaway: Test out video advertisements on Facebook and Instagram for 90 days before diving fully into them. Mix this type of content with your traditional photo ads to see which ad type performs the best and if you see a shift in lead-to-tour conversion with your promotional content.
(Source: Insivia)
When you add interactive content to your website, renters spend more time browsing it. As a result, Google recognizes the time spent on your website is increasing and is more likely to rank your content higher. Simply put, the more time you spend on a piece of content, the more Google recognizes that content as useful and likely useful to other people.
Higher-ranking websites receive more click-throughs on Google and higher conversion rates, so livening up your website with videos can get you meaningful results.
LCP Takeaway: Test out the video on different sections of your website. Your gallery page is obvious, but think about where your audience spends the most time. It’s likely going to be the gallery page, but maybe it’s also the homepage and your amenities page.
Video marketing in multifamily will only continue to grow in the years to come. Whether you've given video marketing a try or you're just starting out, test out new approaches to video in 2021 to see what works for your community.
Need to add more videos to your digital marketing mix? Talk with LCP360 today to learn how we can help add drone video to your digital strategy.