In my last post I shared one of my video landing pages. The video landing page is an important part of my video marketing funnel.
As the name suggests, a marketing funnel is a process by which we drive traffic to a real estate video and then try to convert each visitor into a contact and a client. The process involves a significant number of steps and tools – but the end results are worth it – more visitors, more contacts, more prospects and more commission checks.
I created a visual map for you to copy and follow each step of the marketing process:
The part that will make your head spin is that you need so many tools to execute a video marketing campaign.
You need to shoot a video, upload it it YouTube, write a blog post, add graphics, add an email capture form, integrate the form with your email manager, repost to Google Plus and Facebook, create an auto responder series, syndicate the video distribution and then create a fancy pants retargeting ad campaign.
The good news is that we covered the video marketing funnel in great detail in the REMCamp 30 Day Marketing Makeover and you can download it by joining REMCamp right here!
When you join REMCamp you will also get the Email Funnel, SMS Funnel, IDX Funnel, Landing Page Funnel, Facebook Ad Funnels, Zillow Funnel, Craigslist Funnel and Trulia Funnel.
Or you can just follow the visual map above and re-engineer your own marketing funnels.
One of the most powerful lead conversion tools is a video landing page.
Like the name suggests it’s a landing page (also known as a squeeze page) to where you direct traffic with a goal to getting your visitor’s contact details. The “conversion” is converting a visitor into a contact. The contact details we ideally want are the visitor’s email address, name and cell phone number.
The importance of converting a visitor into a contact is that you can identify your visitor and now have a way to contact him or her at a later date. It’s basically lead conversion 101.
The essential elements of the video landing page are:
Headline: A strong and descriptive headline
Video: It’s a video landing page so adding a short video with quality neighborhood content is obviously important 🙂
Clear Benefit and Reward: The checklist clearly states the benefits contained in the video
Call To Action (CTA): The CTA is very clear and is the action that you want taken your visitor
Email Form: You can’t see it on this video but there is an email form integrated into the page. The form is created by my email manager and is integrated into the page using my landing page tool.
Simple Navigation: The page has a very simple navigation structure. There are no distracting links to other pages. A visitor has a simple choice – download the video (by giving me an email address) or hit the back button and leave the page.
Here’s another video landing page for a Real Estate Market Report (with a timer to create urgency): (more…)
You can make just about any type of real estate video. All you need is your imagination.
I created my own set of videos and included step-by-step instructions. I’ll update the instructions as I complete each new video – but you can download my first step-by-step instructions by clicking here!
1 – A Professional Video Intro
You can start each video with a professional video intro by animating your company logo. I created a sample video with a number of different options you can use to start your videos.
2 – A Home Tour
I spliced together a mp4 video corporate intro clip with still home exterior and interior photos to create a simple video tour. It took 7 minutes.
Renault knocked it out the social media park with this viral video of a prank test drive on a few unsuspecting car buyers.
I laughed my socks off. Hit that like or share button if you enjoyed the video.
And to make sure they’re not viewed as sexist, they did a second ad for the ladies!
The ads went viral and had millions of views … thanks to people sharing on social media.
Now here’s the lesson. You don’t need to shoot your own viral videos to get traffic to your websites. You can simply embed any video that’s already gone viral, just like I did here. Thanks for visiting my website 🙂
Your iPhone or smart phone is already an essential tool in your real estate business. Now with the advances in mobile video you can use your iPhone to shoot real estate video just like the pros.
Take a look at this tutorial on how to shoot a home tour video with an iPhone and then look at the second video to see the final product. The video is shot on an iPhone 4 using a custom case by HDHat with a clip on wide angle lens.