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An easy, budget-friendly way to make video work for your brokerage

Sep 21, 2016

video-camera-570781-edited.jpegThere’s a simple way to attract potential clients, build trust and enhance your reputation in commercial real estate, and most brokers aren’t doing it. It’s called video.  

Don’t roll your eyes! Before you rattle off the list of excuses“I don’t have the budget for that,” “I don’t want to be in front of the camera” or “I don’t have the time for one more marketing gimmick”take a moment to find out just how easy, affordable and effective video can be.

The power of video

With more than 7 billion videos watched each day on Facebook and Youtube, it’s no surprise that video generates three times as many monthly visitors to a website than other forms of content. And according to an Animoto survey, four times as many people would rather watch a video about a product or service than read about it.

These visitors spend about 88% more time on websites that include video and have around 57% more confidence in their purchases. That means video not only offers you a greater pool of potential clients, it also allows you to begin building trust with those prospects right away.

If you’re still unconvinced that you should be using video, then check out HubSpot's Video Marketing Statistics or their infographic, 31 Must Know Video Marketing Stats.

So how can you make video work for your brokerage? By getting started sooner rather than later.

Making video work for you: Getting started

Even if you’ve never created a single video in your life, it’s easy to get started. With the proliferation of digital video on mobile devices and beyond, there are a plethora of apps, a variety of how-to guides and video creation tools, and plenty of affordable young videographers eager to cut their teeth and build their portfolio by helping you make a video.

Watch: Why your CRE tech should be cloud-based


But before you start shooting footage or hiring help, you need to take a moment to
develop your video idea and learn a few tricks of the trade like those given by The Bureau of Small Projects that will ensure your videos get seen by search engines,  including how to title, describe, tag, thumbnail and annotate your video.

DIY video

Though there’s a wide range of video solutions for the do-it-yourself crowd (from iPhone, iMovie, and Windows Movie Maker to simple-to-use video tools like Animoto), some worry that going DIY will result in a look that’s less than professional.  

But the truth is, you don’t need high production values if you pair authenticity with great information. A perfect example of the successful execution of this idea is CRE guru Allen Buchanan's Tuesday Traffic Tips.

Using your smartphone to shoot videos and then editing them with an easy-to-use video maker can save you both time and money. With just a few moments a week to spare, you can build your client base and your personal brand by pairing your commercial real estate expertise with sincerity and humor.

Budget-friendly pros

If DIY doesn’t appeal to you or you feel out of your depth when it comes to putting together your own videos, don’t fret. There are plenty of budget-friendly professionals ready to help you make your online video on-point.  

  • Project bid marketplaces like Upwork and SmartShoot make it easy to hire a pro to help you create animated videos, tours, testimonials and morewithin your budget. To go even cheaper, check out the options on Fiverr.
  • Want a bigger production without the big costs? Check out Lemonlight ‘s video production/marketing group combo, producing high-quality affordable video that they’ll even distribute directly to your target audience.
  • Looking for options not mentioned here? Take a look at Growthverse's marketing solution wheel to find video solutions to fits your needs.

Whatever option you choose, it’s clear that more and more people are responding favorably to video content. Commercial real estate clients especially have come to rely on and even expect video content as a standard part of the deal and engagement process.

Which means the question is not if, but when you’ll need to get on board with making videos a part of your marketing strategy. Just don’t wait until it’s too late.


Download: 11 Tools to Make You a More Interesting Broker

Topics: Best Practices

The Apto Team

Written by The Apto Team

Apto, the commercial real estate software company, is the #1 CRM and deal management platform for commercial real estate brokers, with more paid users than any other service. Apto was built by and for brokers to help them manage contacts, properties, listings and deals from anywhere, on any device. Apto customers include thousands of independent brokers around the world, as well as multinational brokerages CBRE, JLL, NKF, Cushman & Wakefield and others. Headquartered in Denver, Apto is one of the fastest-growing private companies in the U.S., as ranked by Inc. magazine three years in a row.

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