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home builder video marketing

Home Builder Video: YouTube, Vimeo, or Self-Hosted?

Looking for an inexpensive way to stand out in a crowded real estate market? It’s never been easier or less expensive to showcase your homes with video. In fact, 58% of home buyers report that they want to see video when shopping for a new home online. But with so many video platforms available, how do you know which one is right for you? The answer will vary based on your specific business objectives.

Here’s a brief overview of the most popular video hosting platforms and some of the key benefits for each:

YouTube

Key benefit: SEO

The primary benefit of YouTube is that when you upload a video and optimize it with keywords your video can appear in the search engines. This means that more people can see, and click on, your virtual tour or informational video. This can be a huge competitive advantage in grabbing the attention of potential home buyers, particularly when combined with a strong video opt-in strategy that builds your email list. Video SEO is one of the most underutilized digital marketing strategies within the homebuilder industry. This means that builders who use video as part of an overall SEO strategy can attract and convert more buyers with product or education-driven video.

Recommended for: building website traffic and an email list on a limited budget

Vimeo

Key benefit: branding, elegant visual

If you’re not crazy about having videos ofyour homes posted among videos of dancing cats, Vimeo features an elegant interface, fewer distractions for your viewers, and more control over how your video looks. Although Vimeo does not offer the same SEO benefits that YouTube does, it can be a better choice for showcasing your product (particularly for a luxury product). Vimeo gives you the ability to select a specific frame of your video or upload your own graphic.

Recommended for: lead nurturing for a large existing email list and social media audience, especially luxury product

Self-Hosted

Key benefit: customization, power analytics, backlinks

Services like Wistia or Brightcove make it easy to embed video on your website and offer the greatest control over the look and feel of your video player. Self-hosted platforms also feature enhanced analytics for power video marketers. Self-hosted video services offer the ability for other people to embed your video on their website or blog with a link back to your website (instead of directing to YouTube or Vimeo). Self-hosted platforms include more options for creating video conversion points to grow your email list.

Recommended for: builders who use video as a core component of their digital marketing strategy

By planning out your video marketing strategy ahead of time you can choose the right platform(s) to create measurable marketing results in terms of more traffic, leads, and appointments.

Dawn Sadler

Dawn Sadler is the Founder and CEO of Builder Target. She is also a speaker, author, and content strategist.

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