If you have not implemented video messages in your marketing, you are missing out.  Builders, Remodelers, Real Estate Agents, Contractors, and Vendors have products that need to be showcased…and video is the most effective means of demonstrating your product.

All you need is a video camera and an idea.  The video camera can be as simple as the video feature on your cell phone or hand held Flip Cam which retails for less than $250.

The technology is the easy part.  Just about any high school student can upload a video to www.YouTube.com for you in case you are a technophobe.  The more challenging part is for you to come up with the ideas for videos that will distinguish you and elevate you above your competition.

So what constitutes a good video, a useful video that attracts customers?  Consider these elements when using video on YouTube to promote your products and yourself.

  1. This is not your parent’s vacation footage. Brevity is king.  You are in a short attention span society.  Think of your videos as fast food for customers.   Make your point.  Show your product quickly.
  2. Authenticity rules. Be yourself.  Be personable.  You don’t have to take professional acting classes.  You just need to be yourself.  Be witty.  Smile.  Be friendly.  Remember, you are showcasing how easy it is to get along with you in a sales environment.
  3. Frequency. Regularly post videos and update your footage.  There is virtually no hard cost associated with uploading videos, so there is no excuse for outdated information.
  4. Be original. Be spontaneous.  Carry your Flip Cam with you at all times and be ready to record anything that is remotely interesting or informative in your line of work.
  5. Brief customer testimonials are very powerful.  Anyone can have their uncle produce a written testimonial, but with a video testimonial the viewer can look into the eyes of your customer to gauge their sincerity.
  6. Archive them in one place.  Set up you own YouTube TV station.  It’s free, simple, fast and can be customized with your corporate colors and logo.

Unless you want to make a travesty out of your video avoid these mistakes.

  1. Bad lighting, bad sound, too much background noise.  You don’t need to be Steven Spielberg to produce a decent video, but use some common sense when it comes to the quality of your videos.
  2. Disrespecting the copyright laws.  Music, photos, literature, and other videos have copyright laws which affect their use.  If you wish to use these, conduct a brief Google search to see if you are infringing on any intellectual territories.  There are multitudes of royalty free pictures and music.
  3. Distasteful, off color, unruly, offensive or objectionable material.  Can you be edgy and interesting?  Absolutely. How is objectionable defined?  I don’t know, but I know when I see it.  So will you.
  4. Not integrating your YouTube videos with all of your other Internet marketing strategies.  YouTube videos should be a component of a well thought out marketing plan.  In the housing industry, videos are not a business plan in themselves.  They should only be a piece of your overall marketing landscape.
  5. Copycat, copycat. It’s okay to take an idea and expand it to make it your own.  Be as original as you possibly can.  Avoid copying the video ideas of a competitor or colleague.  Get your own ideas.
  6. No contact information. Contained in every video should be your contact information.  A simple email or website address is sufficient.  As with other means of marketing, your end goal is to have prospective customers contact you for more information.  Help them out.
  7. Not combing your hair. Well, maybe you look better with the frazzled look.  The point is that your videos will portray your personality.  Think about the impression you wish to make.  If you wish to portray a highly professional image, don a suit and tie while shooting video in your office at your big walnut desk.  Do you wish to be a bit more casual because you are selling a community on a lake front?  Dress comfortably casual while your video is filmed on an outside patio overlooking the lake (with a Mojito cocktail on the table).
  8. Keeping your videos a secret. If you are going to make the effort to shoot video footage and actually upload it to a video storage site, by all means let the world know.

There are other video storage sites like Viddler.com and Flickr.com.  Each has their own special features.  YouTube is by far the most widely used and is universally recognized.

Videos give your prospective buyers a view into your product and your personality.  Video can act as a lead generator as well as a lead qualifier.

As with most other forms of marketing, video marketing is a work-in-progress.  The more you work with it, the more it will work for you.  Go forth and video your message.

Check out my YouTube TV station here:   http://www.youtube.com/plmontelongo

Paul

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