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In 2019, I shared a video on Facebook. At that point in time, there were a lot of international buyers entering the market, purchasing large parcels of land. So, I did what any good marketer would do and geared my video towards them.
That video received over 150,000 views. Over the course of six months, I invested $5,000 into my Facebook marketing, boosting that video. Based on the analytics, and knowing that 50,000 residents lived in the vicinity, each person likely viewed the video three times. The end result? Fifty listings and sales and $750,000 in commission.
So how did I make it happen?
The first thing I did was make sure I understood what target market I was talking to. Knowing the developers were eyeballing big blocks of land, I talked to that specific angle. Had I been creating a video for people in the city, I would have geared it towards investors looking to buy lots of apartments. Knowing who you are talking to and what they are in the market for will help steer your video marketing in the right direction. For example, if you’re in a built-up area with mostly established homes and little to no land left, a Facebook post calling for people who have a big block of land isn’t going to do much for you or your business. Why? Well, that is likely to represent only about 2 per cent of the market.
On the contrary, understanding that there were international buyers looking for properties on big parcels of land meant I could focus on that. There were, in fact, a lot of properties that suited their requirements, so when I focused on that in the video, I was talking to 60-70 per cent of the audience, meaning I received an excellent response from a large portion of the market.
Of course, there are also lots of other tips and tricks, like making sure your video is as authentic as possible. Be yourself. Don’t put on an act because as soon as those generated leads meet you, either in person or virtually, they’ll see right through your put-on persona.
Second, understand how to grab your viewers’ attention. Figure out what their problems are and try to solve them. Hundreds of millions of hours of videos are watched on Facebook every single day. Remember, you only have a few seconds to get their attention, so the first moments of your video are crucial.
And, of course, make sure your video is formatted correctly.
Most people view Facebook on a smartphone, and users hold their phones in portrait orientation almost 95 per cent of the time. If you can, create your video in portrait and landscape mode so that no matter how people are viewing the video, it’s an enjoyable experience for them. If you must choose one, go with portrait – that’s the most natural way people will hold their phones.
Keep in mind also that most people will view Facebook videos without sound. This means captions are crucial, especially if your target market doesn’t speak English as a first language. If your viewer can’t engage with the video without sound, they’ll likely keep scrolling, and you’ll lose them in the blink of an eye (or scroll of a finger). The good news is Facebook will add captions to your video for you.
And finally, utilise Facebook’s system to generate even more engagement. Following the impressive number of views the video received, I decided to invest some money into marketing it further. The total investment of $5,000 over the course of six months paid off. I strategically boosted the post, which meant that even with a second video circulating, the original still did so much better.
Making a video doesn’t need to be a complex exercise. But if you do it correctly, and utilise all the tools in the playbook, including targeting the right audience, you’ll see a pretty decent return. The way I see it, 50 listings and $750,000 in commission is a pretty good deal for a $5,000 investment.
Adam Flynn is the state director of Coronis Group Victoria.
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