Part 2: What Audioagent Are Doing With Video

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In the first instalment, we looked at the global rise of video and its impact in property marketing. Read Part 1: The Future of Video Marketing is Here. 

This month, we give you an exclusive look at What Audioagent are Doing with Video, as well as giving you some practical tips to deliver video first, to create a genuine USP against your competitors. Let's get into it...

Last month alone, we had 480,000 unique plays across our video network. That’s 7,200 hours of viewing time, which is the equivalent of watching 4,800 football matches, back to back. Whoa! 

Viewers are highly engaged, with 88% watching our new video Trailers all the way through to the end. 

 
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THE POWER OF VIDEO 

Unlike plain text, video has the power to retain viewers’ attention for longer, which can positively impact your website dwell times and search engine rankings as well as creating lots of positive actions – like viewers getting in touch to arrange a viewing or market appraisal.

As you know, our videos are already delivering you a host of benefits, but we're always striving to improve so we can deliver you and your customers the best possible experience and results. 

Here's a taste of some of the improvements we've been making...
 

WE'VE UPDATED OUR VIDEO PLATFORM (HUGE!)

Earlier this year, we rebuilt our video platform, which has contributed to an 80% increase in video views in October compared to June 2017. 

 
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OUR VIDEOS ARE BIGGER, FASTER & MORE COMPATIBLE 

You'll have noticed some visible changes too! Our videos are now delivered in high definition and widescreen (just like your TV at home), they load faster and are compatible on more devices.

 
 

MORE IMPROVEMENTS SCHEDULED

And we're not stopping there. We've got a schedule of improvements planned over the next quarter to increase video plays, exponentially. 

From next year, we'll also be bringing you the best video performance stats from our new platform. Keep your eyes peeled for these.  
 

WE'VE RE-IMAGINED OUR VIDEOS 

Now called Trailers, our videos show the best bits of the property to make viewers want to see it in person. We've also added local area content (keep reading to find out more), and shots to show the property in the context of the street. With 88% engagement, viewers are loving Trailers. 

Audiotours vs Trailers:

  • When compared to Audiotours, Trailers see a 31.1% engagement uplift
     

  • Viewers love local content - with 93% of viewers watching the local area sections
     

  • Viewers act after watching Trailers - with 16% of viewers who reach the end, using one of the calls to actions

 
 

WE'VE GONE LOCAL! 

42% of consumers choose their agent based on their knowledge of the local area (Feefo). 

So, to help you instruct more vendors and landlords, we've developed point of interest (POI) video for Trailers. POI video captures the best bits of the local area, in relation the property.

To capture POI video and property content, we now deploy videographers, alongside our national network of photographers. Our videographers use all the latest video equipment and know all the best shots and angles. 

 
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HOW PROPERTY VIDEOS COULD BE USED BY AGENTS

If used throughout your marketing mix, video has the potential to deliver a host of benefits to you and your customers. 

Here's some examples of how you could deliver 'video first' in your marketing strategy: 

  • Email & text videos to notify applicants of new properties to market (these are your next customers)

    Send property videos to your applicant lists, instead of static emailed particulars to stand out from competitors, increase your brand awareness, create calls to action and generate enquiries. 
     

  • Email & text videos as part of your pre-MA communication

    Revolutionise how you communicate with prospective and existing customers by replacing brochures with videos on your pre-MA emails and texts. This will create a genuine USP against your competitors, who don't use video. You’ll also find this improves agent / customer communication and positively impacts your brand perception. 
     

  • Share on social media

Social video generates 1200% more shares than text (SmallBizTrends).

When shared by the vendor or landlord on social media, video have the potential to reach wider audiences, increase your brand and property awareness as well as increasing viewer engagement and video plays.

In a nutshell, using video throughout your marketing strategy improves SEO, increases traffic to your website, increases dwell times and maximises property exposure. 

 
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  • Position prominently on your website


As you know, video is fast becoming one of the most important property marketing tools - driving online engagement with your brand and properties. Not surprisingly, where you position your videos on your website has a direct impact on the engagement it receives.  

To maximise the performance of your videos on the property details page, we recommend you position them as the first asset in the image carousel.

Doing this will get you a 70+% play rate. For example, if the property page gets 1000 views, the video will get 700+ views (when the video is in this position). 

 
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Reply to this email to get a copy of our best practice video guide. 



WHAT YOU CAN LOOK FORWARD TO IN 2018

We've got some exciting things coming up next year, including new video engagement stats, so you can tell exactly how your videos are performing. 

We'll also be using our new video platform to create branch videos that market the agency to drive new business. We'll reveal more on this next year. 


WHAT'S NEXT?

Look out for the 2017 Audioagent Infographic in your inbox, which gives a wrap up of successes and growth we've shared this year! 

Jarrah Lowe