How to Create a Home Builder Video That Engages Buyers

For buyers today, the housing market can feel like a rollercoaster. Conflicting housing reports, changing mortgage guidelines, uncertain home values, foreclosures, and record unemployment.

With all of these uncertainties, even the most qualified buyers are understandably nervous about making a buying decision.

So how can home builders provide the information and education online that builds trust and moves buyers to the next stage of the sales process?

Video marketing can engage buyers by directly addressing the concerns that are keeping them from purchasing a home.

Video provides one of the most powerful tools to communicate empathy, credibility, and education through a wide variety of home builder social media channels. Real estate video has been used for more than a decade to show homes online with video tours and photo slideshows. Today we have an opportunity to move beyond “moving brochures” to videos that provide real value for our buyers and measurable results for our bottom line.

Here’s a list of three common home buyer questions and three examples of home builder videos that took a direct approach to educate buyers and inspire them to take the next step.

Will My Home Builder Stand By Their Work, Even After I Move In?

YouTube is filled with stories of homeowners who moved into their new home only to find problems and no one to help. With some home builders closing their doors, buyers want to feel confident that when they buy a home the builder will be there to complete the home and stand by the work.

This video from Martell Builders is a great example of how the builder sets clear expectations about what buyers can expect during the process as well as after the sale. The video also includes powerful testimonials from homeowners about their positive experience with the builder.

Will I Get Financing For My New Home?

A large segment of the market is driven by first home buyers. For this group, financing a home can be scary, overwhelming, and stressful. Constantly changing lending guidelines provide even more uncertainty for first home buyers about whether buying a home is even possible.

Capturing first home buyers is largely about overcoming fear and educating buyers about the mortgage process. This video from Lennar puts a friendly face on a stressful process, assuring first time buyers that applying for a home loan is simple and that they offer lots of support along the way.

Should I Sell My Home to Take Advantage of the Buyer’s Market?

This video from Ivory Homes demonstrates a powerful strategy for home builders to reach buyers online: put your leaders front and center in addressing relevant buyer concerns. The Ivory Homes YouTube channel features an “Ask Clark” section that includes interviews with CEO Clark Ivory. In these interviews Ivory addresses a variety of buyer questions including tax credits, the right time to buy, and more. Here’s his response for buyers who are concerned about if they should sell their home and move up:

Each of these videos address a question or objection that a buyer has. What’s holding your buyers back from purchasing a home this week, this month, this year? How can you address their fears and increase your bottom line?

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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