We’ve seen the increased engagement of video take off over the past 7 years with innovations in technologies that make it easier and easier to engage with your audience. As more and more businesses are using video to engage with consumers, consumers are becoming increasingly more particular about what they watch and what they expect.
In 2012, the National Association of Realtors found in a study that 85% percent of buyers and sellers “prefer to work with an agent who uses video marketing,”. Ok, that was in 2012, it’s now 2018. Since then, video consumption has become more and more the “standard” in lead/consumer engagement.
As many other agents have made the shift to video, there’s now another level of video engagement that a few savvy agents are leveraging. If you want to stand out from the noise of videos your audience is seeing every single day, you need to create a targeted video.
What is targeted video? It’s a video that’s not made for any potential client, but a specific client. That’s right. It’s specific content made for a specific audience.
For example, if you’re targeting first time home buyers, you need to create a video that speaks directly to a first time home buyer in the same manner as you would if you just met them at the local supermarket. Addressing their concerns and their aspirations.
Remember, it’s not about you. It’s about them.
Here’s a couple of examples where the message to market match is very different based on the video.
Check out the two videos below and think about the two very different ideal market/demographics these videos would target. *Note: we’ve left the examples below very generic for the purposes of this article but we think you’ll get the idea.
VIDEO #1
https://fast.wistia.com/embed/medias/nm4hflclyf.jsonp
https://fast.wistia.com/assets/external/E-v1.js