Marketing Your Property Videos

Posted: January 18, 2021

While we’ve spent a lot of time reviewing the process of preparing to create a property marketing video and what to expect from working with an agency or edit that will be doing the creating for you, we haven’t touched on the post-creation process too much. But it might be the most important part! If you have a stellar property marketing video but no one sees it, there isn’t much point in having the video at all.

While your marketing team or digital marketing agency may already have a plan for your video, if you are doing the marketing yourself or are simply unsure of how you can share a video, then today’s blog post will be the perfect place to get started. Break out your digital marketing skills and let’s get started!

Step One: What Format is your Video Viewable in?

Depending on who created the video for you, you may have a few options in this regard. The editor may have sent you the finished video file or a link to view the video on their video hosting site. They could have uploaded the video to your YouTube or Vimeo channel, or maybe they only sent you an embed code.

If your video is already being hosted on a site like YouTube or Vimeo, then all you need to share it is the URL of the page or the short link to share it. Depending on your account privileges, you may also be able to access an embed code directly or you may need to ask an account administrator to get that for you.

Having an embed code provides you with the freedom to place the video on a property listing page directly. This direct application of the video should be your first choice when marketing your video since you can easily point all web traffic to one source: the listing page. You’ll need to ensure in advance that your property listing service has an option either enter the URL for the video or an HTML source that you can paste the embed code into.

All this technical jargon got you in a tizzy? Get in touch with our Digital team who can provide anything from an advanced one-time CMO consult to taking over your digital marketing needs entirely!

This is what an embedded video player looks like!

STEP TWO: WHERE ARE PEOPLE LOOKING FOR INFORMATION ABOUT YOUR PROPERTY?

While hosting your property video on your office’s YouTube channel is a good start, leaving it there and hoping that people find it is not an effective marketing strategy.

Ask yourself: Where am I directing interested parties to learn more about my listing? Are you pointing them towards a brochure, a website, a video link, an email address, etc.? ​

In general, you want to capitalize on all views for your property by sending everyone to the same source. Ideally, this is a dynamic source like a property listing page. You can update the information there, have buttons to download documentation or email brokers directly. Often you can view who has visited your property listing page as well, or at least get an anonymous count of how many website visitors you had. ​

If you’re only using emails or brochures to get the word out about a property, how can you incorporate a video into that? While it’s true that you can provide links to videos in brochures, that’s a more complex skill. And emails cannot embed video players within themselves. Which brings us back to landing pages or property listing pages.

Start by creating a central location for your property listing information. Once everything is in one place and you are directing all traffic there, now you have an effective place to put your video.

STEP THREE: HOW DO I GET MY PROPERTY MARKETING VIDEO WHERE PEOPLE ARE LOOKING?

Now that you’ve identified where it makes the most sense to effectively place your property marketing video, you have to do the technical work of putting your video there.

If you use a service like Crexi to host your property listing pages, they provide a way to include property marketing videos on your listing page by linking to the site where your video is hosted, such as YouTube.

If you use your office’s main web page to host your property listing page, talk to your internal marketing team about the options you have for including an embedded video player. Or, you could have the option of directly uploading the video (if you have the original file) to the webpage as well. If this isn’t a capability currently available, try reaching out to IT and see if it is a feature that they can add.

If your website is managed by HubSpot, and you use landing pages or website pages for your property listings, it’s as easy as including a video player module on your property listing page. Then you can either link to where the video is hosted (YouTube), embed the video player using a HTML module, or use the Vidyard integration to upload the video from your Files.

STEP FOUR: HOW DO I DIRECT PEOPLE TOWARDS MY VIDEO?

And finally, it’s time for digital marketing! This part of the process is about connecting your digital marketing contacts to your property listing and getting them to see, in as few steps as possible, your property marketing video.

One of the most direct, and common ways in the CRE industry, is by sending out emails about your property listings to your contact database. While it is true that you can’t include property marketing videos in emails, you can include images of your video and link it directly to either your property listing page or to where your video is being hosted. This makes it easy for people reading your emails to see a property they’d like to learn more about, and click the image of a video player to immediately be taken to where that video player can actually be viewed.

Another option is to use online direct advertising to get your property listing in front of people who are searching for properties like your listing. While this tactic isn’t used as often, because of that, it is a novel marketing method and there is lots of room for potential opportunity. This approach would work best on listings with a robust marketing budget. But the ads could link directly to your property marketing video.

What if I have no idea what you're talking about?

If all of this feels a ​ little beyond your capabilities, you have a couple of options. If you have an internal marketing team that you can work with, that's a great place to start. Talk with your marketers and see if they already have a process in place to have your video shared.

If you are your own marketing team but still feel like you could use some pointers, searching Google for basic marketing and video sharing tools is one place to begin.

If you simply don't have the time or capabilities, might we suggest a digital marketing agency (cough, cough) help you out? Four Tens is able to provide custom-tailored marketing bundles to individuals, teams, and businesses who are looking for a little oomph in their day-to-day marketing needs. We also can provide a full-comprehensive digital marketing package that provides "easy-button" levels of service for whatever marketing services that you need. Get in contact with our digital marketing experts today to learn more.

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