In my previous post, we talked about all the reasons why online video can be your best sales tool when it comes to selling your condo development. I hope that you’re convinced of the power of this condo marketing tool, so let’s go through the steps to strategize and produce your very own digital video that can deliver your best sales presentation 24 hours a day, 7 days a week!
Developing your Video
#1: Set your objectives for your video. Obviously for condo developers, your video should sell the condo. Also, determine what role will the video play - do you want to build awareness of your condo project, increase “direct traffic” to your condo website, or grow your YouTube Channel’s subscribers. This will affect how you’ll ultimately market your video. Take inventory of all your creative assets that you have on-hand, including photos, logos, or proprietary images.
Tip: I recommend an interview-style format for your first foray into video, where the main role is given to your property and one main spokesperson (either the condo developer or a narrator) - as opposed to gimmicky characters.
#2: Find a video professional. Unless you have a video guru on your team, you’ll need to find a professional to actually tape, edit, and produce a final cut. Here at N5R, we’ve years of experience creating and marketing videos for top condo developers, so we’ve created a streamlined process that can produce a video in little time and it's relatively inexpensive when you compare traditional media costs. Not only will a video pro have the right equipment, they know how to take advantage of video’s ability to appeal to both audio and visual senses, ensuring that your video has powerful, emotional content that people love to share.
Tip: Be sure to include the video pro in an initial brainstorm meeting with your team in order to create a storyboard, which is a sequential breakdown of the story that you want to tell. Everyone should agree on the storyboard and official script before filming starts.
#3: Produce and Edit the video. Usually it takes 2-3 days to tape a professional video, depending on how long the video storyboard is, travel time, and number of people being interviewed.
Tip: Five (5) minutes is an excellent length for a YouTube video. You can re-cut 2 or 3 shorter segments that can tease the viewer to watch the full video. And, don’t forget to make a strong call-to-action that motivates an action from the condo prospect e.g. register, e-mail newsletter, facebook ‘like’, etc.
Now that you know the steps to creating an amazing video, you need to market it, which we’ll talk about in an upcoming post!
Email me to find out how easy it is to develop your own online video! And, the same video can be showcased on our TV show, The CondoOutlet TV Show, every Monday/Thursday @ 6:30pm on Ch 21 (Toronto, Rogers). Watch a selection of videos we've done for recent clients including King West Condos below.
Condo developers say one of the biggest challenges to selling a condo property during pre-construction is bringing the property to life. Without a shovel yet in the ground, how can your target audience see the building, hear your vision, and learn what makes your condo unique? And there's no better way to break through the clutter of all the condo marketing noise happening in Toronto right now than producing your own online video. Why online video?