Courtesy Round Peg Solutions

In the world of social media marketing, video dominates as a top content form. From stories and going “live” to testimonials and time lapses, video’s variety of uses allow residential construction businesses to connect with potential buyers, leading to more home sales.

At the 2024 International Builders’ Show (IBS) in Las Vegas, Tom Houghton, owner and lead consultant at Round Peg Solutions, will present efficient and effective ways to use video for social media in his interactive session “Viral Vision: Mastering Video Content for Social Media Success.”

To get a sneak peek of the session's content, BUILDER asked Houghton six preview questions on the top social media platforms for home builders, the best types of video content, generational targeting, and best practices for social media marketers. Check out his answers below.

Why is video content so important for construction companies today?

Video content is crucial for construction companies due to its ability to showcase projects in motion and finished results in a dynamic and engaging way. It creates brand awareness and develops trust by providing a transparent view of the construction progress and quality of work. Videos can effectively communicate a company’s expertise and differentiators in a crowded market. Additionally, video content improves online presence, search engine ranking, and social media engagement, reaching a wider audience including potential clients and talent for your team.

What are the top social media platforms that home builders should be on? Why?

Home builders should prioritize being on Instagram, YouTube, and Facebook. You might have noticed I skipped TikTok … more on that if you attend my session. But here’s some high-level thinking for each platform:

  • Instagram is ideal for sharing high-quality images and videos of homes, showcasing design trends, and engaging with potential buyers through stories and reels.
  • YouTube is essential for longer-form video content, such as virtual tours, how-to guides, and customer testimonials, providing an in-depth look at projects and your expertise.
  • Facebook offers a broad audience, making it useful for sharing updates, creating event pages for open houses, and running targeted ads.

These platforms are key for building brand awareness, engaging with different segments of your audience, and driving traffic to your company’s website.

In your experience, what types of video content perform well when it comes to building and selling homes?

The types of video content that perform well in the context of building and selling homes include:

  • Testimonials from satisfied homeowners, showcasing personal stories and experiences. The more people can hear from someone, other than you, the more it helps establish trust.
  • Construction progress updates that demonstrate the quality and efficiency of the building process. Establish yourself as the expert.
  • Behind-the-scenes/design and decor inspiration that highlight the latest trends and showcases your attention to detail and creativity.

These video types help in building trust, engaging potential buyers, and will differentiate your company in your market.

Which generation is interacting with video content the most? How can it be used to target different age groups?

There’s good data to support that all generations are interacting with video content, but to break them out into groups: Millennials and Generation Z are interacting with video content the most. To target these groups effectively, construction companies should create content that resonates with their values and lifestyle preferences, such as sustainability, smart-home technology, and community features. For older generations like baby boomers and Generation X, videos that focus on quality, luxury, and comfort, as well as ease of maintenance and accessibility features, are more appealing. Tailoring video content to each demographic’s preferences and using platforms they frequent can maximize engagement and conversion.

What equipment and apps should builder social media marketers be using?

Builders should recognize the best type of social media is the content that gets created. If you aren’t able to create it, you need to change that today!

Equipment: Start with just filming or taking photos with your iPhone. The latest iPhone shoots in 4K and has plenty of power to create great visuals for your projects. Ready to move on to next steps? A good quality DSLR or mirrorless camera, a gimbal or stabilizer for smooth video capture, a drone for aerial shots of properties, and a microphone for clear audio if you have on- or off-screen voices.

Apps: Video editing software like Adobe Premiere Pro or Final Cut Pro for professional editing, Pixelmator Pro (or Canva if wanting a web product) for easy graphic design, and social media management tools like Hootsuite or Buffer for scheduling posts and analyzing performance. Additionally, apps like InShot or Adobe Spark Video are useful for quick edits and creating social media-friendly formats.

If you had to give your top tip for creating, sharing, or tracking social media video content, what would it be?

My top tip would be to focus on storytelling and authenticity. Create content that tells a story about your homes, the people who build them, and the customers who live in them. Authentic stories resonate more deeply with audiences, fostering a connection that goes beyond the transactional. When sharing, use social media features like hashtags, tags, and location to increase discoverability. For tracking, leverage analytics tools provided by social media platforms to monitor engagement, reach, and conversion. This data will inform your strategy, helping you understand what content performs best and why, enabling you to tailor future content for even greater impact.

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