If you can turn a decrepit shack into a luxurious mansion but don’t know the first thing about video marketing, then this article is for you.
We’ll look at a few different types of marketing videos that are ideal for remodeling companies and then hammer out how to find the right music for your videos that won’t break any copyright laws.
It takes a lot of sweat and elbow grease to remodel a kitchen, a bathroom, or an entire house, but remodeling companies know that the real work is landing a steady stream of clients!
The competition among remodeling companies is fierce, which means you have to do everything you can to stand out. It’s no longer enough to post a few nice before and after pictures on your website.
Savvy customers want a better idea of what you have to offer. Video is the next marketing frontier for design & remodel firms, and great videos require a music library filled with high quality, royalty free music.
Why Video Can Help You Stand Out
Most remodelers would rather spend an entire day pulling up old tile than to have to think about marketing. But the truth is you won’t have any tile to demo at all without customers.
Referrals may tempt customers to your website, but what are they going to find when they arrive? An old website stuffed with lengthy paragraphs of content that no one has the time to read? Or a few blurry photos that don’t tell potential customers anything about your company and why they should hand over a truckload of money to you?
Today’s consumers have short attention spans but also want to connect with the companies they patronize. Video marketing offers a way for you to showcase your top remodel results, spotlight happy clients, and tell your company’s unique story in a compelling way that will entertain and engage your audience.
It also doesn’t hurt that video marketing works.
According to the marketing firm, Hubspot, 54% of people want to see more video content from marketers, and a video on a website’s landing page can increase conversion rates by 80%!
Are you ready to give video marketing a try? Take a look at your marketing plan, evaluate the skills of your team, and determine your video marketing budget. With these pieces in place, you can decide to what type of video to make.
Here are the four most common video types used by remodeling companies.
The Before-and-After Video
These days, Americans can’t get enough of home remodeling shows like Property Brothers, Fixer Upper, and Flip or Flop. The highlight of every episode is at the end when the hosts proudly broadcast the hideous “before” shots and then superimpose the glamorous “after” shots. Homeowners (and plenty of wishful renters) absolutely drool over this experience.
You can capture all that home envy by creating a before-and-after video of your next big project. This incredibly simple, cost effective, and compelling video will provide a much more pleasing experience to potential clients than a simple gallery of photos.
Additionally, there are countless ways to use a before-and-after video:
- Add it prominently to your website
- Send it in an email to all your current leads
- Post it on your social media pages
- Post it on your YouTube channel
- Send it to your best referral sources so they can show their clients
Making this type of video is easy.
With the permission of your clients, make a video of the room or rooms to be remodeled. If you’re on a budget, your smartphone can do the trick. After all the remodeling and design work is done, just repeat.
Try to take video from the same angles as the original “before” shots to make it easier for viewers to see the difference. Also, try to come at the same time of day to capture the videos in similar lighting.
Next, put all of your video into video editing software and begin merging them together. (Just Google “best video editing software” to find great reviews for top programs.) The final piece to the puzzle is adding in an upbeat soundtrack that will help put your viewers in a happy frame of mind.
This super simple video from Cosybox is a great example of a before-and-after video (though we would suggest cutting down the length of the video).
The Customer Testimonial Video
If you’ve made your customers deliriously happy by delivering a top-notch remodel and redesign of their home, then they will be all too glad to record a testimonial video for you. Like the before and after video, testimonial videos can be easy to shoot and work as useful additions to your website, email marketing campaigns, and social media channels.
Here are a few useful tips for creating a testimonial video:
- Find a setting with good light and low audio interference.
- Consider recording your customers in their home and ideally in the room you remodeled.
- Ask the clients questions and allow them to answer naturally. You can edit out the questions later and stitch together their answers.
- If your clients feel nervous or don’t know what to talk about, give them a few points that they can bring up, like how a more spacious kitchen makes it easier to entertain.
- Don’t give your clients a script. You want them to look and sound natural. The best testimonials come from the heart.
- Don’t make your video too long. One or two minutes is all it takes.
Here’s one more good idea: Add before-and-after elements into your customer testimonial video.
As your customers discuss what they loved about your company and how happy they are with the remodel, include before and after shots of their home. This addition will make the testimonial more interesting and will showcase all the hard work that made your customers so happy.
This testimonial video by Bull Run Kitchen and Bath combines a glowing customer testimonial with some great before and after shots of the kitchen remodel. (Though, again, this video is too long!)
The Explainer Video
One of the biggest challenges design and remodeling firms face is trying to stand out from all the other competitors in their city or geographic area.
Every company seems to promise the best customer service, great pricing, and amazing results. How can you explain to a potential customer who you really are and what makes your company better than the rest?
You may have tried to explain your mission or your company’s history on your website, but who has time to read twenty paragraphs of text?
Video can help you here as well.
An explainer video is a specific kind of video designed to introduce your company in a fun and brief way. Many explainer videos include animation or whiteboard drawings, but they can also feature live actors.
The key is to keep it short, keep it light, and focus on identifying what makes your company and your team special.
Explainer videos can be more difficult to make than a before-and-after video or a testimonial. To look good they often require storyboarding as well as a professional animation or graphic design team. If you don’t have your own in-house marketing team, it might be time to hand this project over to a local agency if you have the budget.
Here’s a great example of an explainer video from Airbnb that captures the heart of the vacation rental company in just a little over a minute.
The Case Study Video
Are you looking to go big with your video marketing campaign? If you have a crack marketing team, a great project lined up, and a healthy marketing budget, then consider creating your own mini-version of Fixer Upper. The case study video combines elements of the before-and-after video and the testimonial video to showcase an entire project.
There are many ways to create a case study video, and you can certainly simplify it down to save on effort and costs. A case study video can include:
- Interviews with the homeowners
- Recordings of the work being done
- Interviews or narration from the design and remodel team
- Discussion of specific details of the project
Like many of the hit remodel shows, a case study video should end with the glamour shots of the remodeled space and possibly with an exciting reveal to the homeowners.
A well-made case study video is likely to require the services of a professional video team. It will need to be storyboarded and will require lots of footage capture, advanced filming and audio equipment, and an experienced video editor.
Though a case study video does require a lot of time and money, the results can be well worth the effort (just like installing real hardwood flooring).
At the end of the project, you’ll have an amazing video that you’ll be proud to show potential clients and place prominently on your website. You may even find that the video starts gathering views on your YouTube channel which could turn into new leads.
Here’s a wonderful case study video from Hearth and Home Renovation that includes strong elements of a before-and-after video as well as a testimonial video. Additionally, this video includes interviews with the designer and remodeler and goes into detail about each aspect of the remodel.
Building Your Video Marketing Music Library
You might have noticed something about all of the videos referenced in this article. Each one includes a background soundtrack.
The right music connects viewers to the video and makes the video feel more professional. After all, it would be kind of awkward to watch a video of a transformed home in silence.
As you begin the editing process on your new marketing videos, start thinking about what kind of music will express the right emotions. Many marketing videos utilize upbeat music with simple melodies.
This type of music gives the videos a fun, positive vibe without distracting from the main visuals of gorgeous marble countertops, sophisticated fireplaces, and elegant walk-in showers.
Of course, you can’t just pluck any song you find on the internet and stick it into your video. Copyright law protects songs, and if you don’t have permission or pay a royalty to use a specific song, you could face legal consequences down the road.
One of the best and easiest ways to find great music for your videos is to use a royalty free music site like Soundstripe. Our music library includes a wide variety of high-quality songs in many genres. One particular genre you might be interested in is “Corporate Music,” which is a type of music designed for marketing videos.
With a single subscription you can gain unlimited access to our royalty free music library without having to worry about complicated copyright. That means you can spend less time creating your videos and more time knocking down walls and creating homes that your clients will love.
Interested in reading more top resources and getting our best filmmaking tips and tricks? Here are a couple of our most popular articles from across the Soundstripe blog:
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