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Video is growing steadily in real estate marketing. It’s a compelling form of media and getting easier to leverage every day.
Early this year I reviewed video email tool OneMob. It’s a great tool, but potential real estate customers were dissuaded by its tight connection to SalesForce for access to contacts.
That is no longer the case.
In addition to getting rid of the SalesForce contact access requirements, OneMob has updated a number of features and significantly enhanced its marketing reach.
OneMob lets you use create video directly from its interface, or you can upload videos you’ve created elsewhere. You can also link to a YouTube channel.
Video isn’t yet able to be viewed within the inbox of any major provider, even Gmail. Instead, companies like MailChimp embed images that link to a new video window.
This is where OneMob’s new approach adds the most value.
Its branded landing page solution prominently displays your video message alongside a host of other forms of content you want to publish — for example, a Matterport tour. Or, OneMob users can include an agency agreement, property flyer or office overview.
Thus, OneMob uses an email tool to create video-rich landing pages.
Every page and video is monitored for opens, views and shares.
And speaking of sharing, OneMob makes it easy to publish “video cards” to your social networks.
Email recipients can reply to requests directly from the landing page, a subtle but very effective bit of call-to-action marketing.
Contacts can be uploaded from a number of sources, .CSV files being the most common.
Every page and video is monitored for opens, views, and shares.
One could use the software to manage all of their contacts, but I don’t think the company’s intent is to be a CRM.
Then again, I don’t believe every agent needs a full-blown CRM, so this could very well suffice as one for a significant contingent of the industry.
OneMob’s backend has been visually overhauled as well. It looks good, everything is easy to access, and the learning curve should be minimal for those completely new to video marketing.
There’s a nicely organized content library that enables access to previously used videos and documents.
Agents can use the library to sort videos by prospect target. New listing customers get one video, while people you just met get the standard follow-up message — or however you want to manage it.
Videos and pages can use templates, filters, and assorted branding visuals.
Recipients are enticed to respond by video as well, which could be cool, but probably unlikely.
That’s in no a way a drawback for the product, as it’s in the delivery of unique email where OneMob excels.
Have a technology product you would like to discuss? Email Craig Rowe
