Like the name implies, evergreen video content stays relevant over time. Because it’s highly informative, it continuously attracts viewers for as long as two to three years. In fact, when planned and executed strategically, evergreen content can be virtually timeless. As I mentioned in a previous article, “Real estate video tips: must-do’s when hiring freelancers or choosing to film it yourself,” this type of content is well worth the investment because it keeps working for you, year after year after year.
When it comes to content, community-based videos top the list. Research shows buyers start comparing neighborhoods long before they look at listings. That’s why it’s always better to provide valuable information about the local area versus hard-selling your company first.
Being subtle is key. Try showing a pan of a neighborhood with one of your yard signs in the background as subtle reinforcement. In commercial sections, pan restaurants and shops with only a quick glimpse of your office in the background. Think of it like product placement in Hollywood movies. A product or logo is clearly seen but it’s not the focus or purpose of the entire shot. It’s subliminal.
By now you’re thinking, “I’m paying good money to make this video, why should I avoid showcasing my name?” The short answer: You’ll lose third-party exposure. When you resist blasting your logo in every frame, a community video, like the ones VScreen created for brands like Century 21, Watson Realty or this series for Alain Pinel Realtors, is more likely to be picked up by the local Chamber of Commerce, community tourism bureau or economic development department of the city/county where you live. Once one (or more) of these major community influencers posts it, your video is very likely to be picked up by other third parties. Or, in some cases, even your competition. Besides, if it’s only about you-you-you, you’re not building relationships. You’re advertising.
Another powerful type of evergreen video is “how-to” content packed with relevant information that won’t become obsolete anytime soon. Some examples of this type of content we provide to agents includes “Deciding to Buy New Furniture,” “Understanding Your Credit Score,” “Tips for Buying New Appliances,” and the list goes on. When branded with your logo, these types of videos establish you as a trusted expert while keeping you in touch with previous clients. This alone can help resolve a common issue in our industry: More than 70 percent of recent homebuyers can’t recall their agent’s name within a year of closing.
To reinforce your expertise with your clients and farming database, remember to send your video newsletter to keep in touch, and post market trends to your Facebook wall and your website, further branding yourself as the local expert.
Next, testimonials. The more creative you are, the more evergreen they’ll be. Current and past clients’ testimonials always work, but don’t stop there. Think outside the box and do something most agents wouldn’t — like asking community leaders and business owners to put in a good word for you on camera. Or, ask an affiliated business owner — your favorite contractor, the interior designer who stages your properties, or the landscape architect you refer to clients. They can offer professional tips, promote their services and finish up singing your praises. You’ll build credibility with endorsements from the individuals — and the brands/companies they represent. Before you know it, they’ll be sharing the link with their clients and customers.
It’s all about shareability. People share evergreen video across social media. In turn, their friends, family and associates share it with even more people. That’s why evergreen video content is the marketing gift that keeps on giving.
Stephen Schweickart is the founder and CEO of VScreen, the nation’s leading video services company within the real estate industry.
