imagesA comScore study recently found that visitors who view video content on a website will stay on average 2 minutes longer than those who do not. Multifamily Marketers it’s time to take note!

Video marketing is increasingly becoming more present in the apartment industry. . Apartment communities and even luxury properties are embracing video marketing and seeing unbelievable results. The ROI is second to none – with a high-end video costing little more than one unit being empty for just one month. Put that in your ROI pipe and smoke it.

Nielsen claims that 64% of marketers expect video to dominate their strategies in the near future, which means that apartment videos have the potential to reach the more than one billion visitors YouTube receives every month.

To top it off, more than 70% of marketing professionals report that video converts better than any other medium, and online video is expected to make up 74% of Internet traffic by 2017. Renters look online at every property in the area in their budget – video ensures you get a real visit, and qualifies your leads! I mean, they have already seen the video tour, so there’s no reason to let them leave without a signed lease!

Property videos have seen a rise in popularity and effectiveness in recent years. In fact, apartment listings with videos can receive 403% more inquiries than those without.

Here are 5 key things to consider when venturing into the world of video:

1) Iphone-ographers, stay away!
Quality is the main factor to be taken into account when researching video services for your multifamily video needs. In today’s digital world, every video should be in high-definition. In technology terms, this means 1920x1080p resolution. It’s advised to ask any video company what they film and edit on to ensure you’re getting the highest quality product available. Standard def just doesn’t cut it.

2) Be a super styler!
The style of video is critical. Are you targeting millennials, seniors, students? – always, always keep your audience in mind. Use other industries for inspiration! Spotted a commercial that grabbed your attention? Show it to your video vendor. who can tell you how to apply that creative to an apartment video.

3) Lights, Camera, Action! What happens on filming day.
Inviting a camera crew to come to your property to film can sound like a daunting task, but all it takes is a little bit of preparation. You need to make sure that all designated locations will be open and clean for filming. It’s also generally nice to post a notice of filming so residents are aware of what’s going on, and to have waivers readily available so all persons seen on-camera have signed a release to be in the video. Many apartment video tours include footage of local area attractions such as town centers, restaurants, parks, etc. These places often require permission for filming, or have specific guidelines on what you can and cannot show Call all off-site locations before filming to ensure your video is being produced correctly and legally.

4) It’s Showtime
Lastly, it is always important to think of the end goal. How do you plan to distribute your apartment video once it is complete? Vimeo, YouTube, Facebook? The ultimate goal is to get the most viewers as possible. Simply putting it up on your website may not do the trick, so it is important to take into consideration SEO and keyword factors. Here are 10 suggestions for how to use your video:

1) Play it in the Leasing Office
2) Share on Social Media
3) Embed on Your Website
4) Housing Fairs
5) Recruitment Packages for local businesses
6) Every ILS
7) Embed in a print advertisement too
8) In your auto responder emails
9) Craigslist
10) YouTube

5) One Last Tip:
Embed the video on the top 1/3rd of your homepage and set it to play automatically. Properties that do this see the best results. Wistia found that landing pages with videos were clicked 38% of the time, compared to 12% for pages without video.

All in all, apartment videos are proven to be a very effective way of attracting potential residents and converting them to renters. Especially if targeting those from out of town! Your website, its SEO and ultimately your property can all benefit from utilizing video as part of your marketing plan.

Editor’s Note: Anna Singleton is the CEO and top video guru at, the official sponsor of the AIM 2015 Video Awards. 

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