In the competitive landscape of multi-housing marketing, incorporating online video into advertising strategies has proven to be a game-changer. A study by For Rent Media Solutions, a prominent apartment search resource and a division of Dominion Enterprises, reveals that property managers who utilize video content in their marketing efforts can boost lead generation by an impressive 30 percent on average. In some markets, this figure has skyrocketed to a staggering 309 percent, showcasing the potent impact of visual storytelling in attracting potential renters.
For Rent Media Solutions has closely monitored the performance of its LEADS™ Dashboard and found that the integration of online video significantly enhances lead generation for property managers. In Denver, for instance, properties that adopted the Community Theater® video product saw more than a threefold increase in leads. This innovative tool allows property managers to showcase their communities through engaging online video commercials, providing prospective tenants with an immersive viewing experience of the property.
Terry Slattery, president of For Rent Media Solutions, emphasizes the nationwide allure of online video content. With some markets experiencing over 200 percent increases in leads, the effectiveness of the Community Theater product in driving leases is undeniable. The appeal of online video is further supported by data from Omniture SiteCatalyst®, which indicates that over 80.7 percent of mobile users visiting the ForRent.com mobile website can view video content. Additionally, comScore Media Metrix reports that in June 2009, 81.2 percent of the total U.S. internet audience engaged with online video, averaging nearly 7.6 hours of viewing time.
A survey by PermissionTV involving more than 400 senior-level decision-makers highlights the prioritization of online video in digital marketing budgets. Approximately 64 percent of respondents utilize online video for branded content and video destinations, with over two-thirds citing the strengthening of relationships with customers and prospects as the primary objective of their online video initiatives.
For Rent Media Solutions, headquartered in Norfolk, Virginia, is a division of Dominion Enterprises and a leading resource for finding the perfect apartment rental. The company produces For Rent Magazine® and 99 other publications across more than 190 markets nationwide. It also operates ForRent.com among four additional websites, all dedicated to meeting the needs of the apartment industry and connecting renters with their ideal communities.
Dominion Enterprises is a marketing services powerhouse catering to various industries, including automotive, real estate, and apartment rental. The company offers a wide array of technology-based marketing solutions such as internet advertising, lead generation, CRM, and data management services. With over 45 top-performing websites, a reach of 16.7 million unique visitors, and a portfolio of 450 magazines, Dominion Enterprises is a leader in its field, employing over 5,400 staff across more than 200 offices nationwide.
For more information on how Community Theater can revolutionize your property marketing, please contact community.theater@forrent.com.
Interesting stats and data not widely discussed include the impact of video length and quality on viewer engagement and lead conversion rates. According to a study by Wistia, videos up to 2 minutes long get tons of engagement, and the engagement drops as the video length increases. However, there's a sweet spot for videos between 6-12 minutes, which can hold viewers' attention if the content is compelling enough. Furthermore, high-definition videos are more likely to be watched to completion than lower-quality ones, suggesting that quality does matter in retaining viewer interest (Wistia).
Another underreported fact is the role of video SEO in enhancing the visibility of property listings. Videos that are properly optimized for search engines can appear in both Google Video search results and standard web search results, leading to increased traffic and potential leads. This involves using relevant keywords in the video title, description, and tags, as well as embedding the video on the property's website to improve its search ranking (Moz).
Lastly, the emotional connection that video can create with viewers is a powerful tool for conversion. A study by the National Center for Biotechnology Information found that emotional content in videos can significantly increase viewers' intention to share and engage with the content, which can indirectly boost lead generation by expanding the reach of the video (NCBI).
Multi-housing social media expert promoted to director of marketing
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