Do your website visitors get excited about your building company or do they see you as just another builder?
These days, you only have 15 seconds to get someone's attention, so if you’re not standing out, you’re missing out. Which means it doesn’t matter how much money you spend advertising your building company, because unless your message is resonating with your ideal client, they won’t reach out to you...
Leaving you with higher expenses and less clients.
What if you could grab the attention of your ideal client, and get them excited about working with your company in less than 60 seconds? You can when you use an ‘explainer video’ on your home page.
An explainer video will grab the attention of your ideal client within seconds of them arriving on your website and convert them into a hot opportunity by the time the video ends. And, according to research by Forbes, the average user spends a staggering 88% more time on a website that has a video on it!
However, while some home builders are spending thousands of dollars creating a video that is all about them... The successful builders are creating explainer videos that are all about their ideal client.
Make Your Video All About Your Prospects
So, stop talking about your building company when marketing your business. And instead, enter the conversation that is already going on inside your prospects mind.
When you do this, you'll generate more leads from your advertising and convert more of your website visitors into opportunities.
One of the biggest myths in our industry is that listing multiple services on a website will lead to more sales opportunities. Truth is, narrowing your niche will help you to position yourself as an expert which leads to far more enquiries from fewer website visitors.
The reason this works so well is that the messaging instantly resonates with your ideal client, by tapping into their reticular activating system.
Attract Attention With The Right Script
Don’t cave into FOMO and think you need to tell everyone what you CAN do. Instead, deliver a clear message that speaks to your ideal client and gets their attention instantly…
Here are some tips that may help you.
First, remember, when it comes to video, it’s all about the script. A well-written script is the key to a successful explainer video. It’s the foundation upon which everything else is built.
Start by clarifying your marketing messages. It helps you think about your building company at a high level and makes you define what really matters. Some messages you need to be clear on are your target audience. Who exactly are you trying to attract?
Your elevator pitch. What do you say to someone when they ask ‘what do you do?’
Your unique selling proposition. What makes you different from every other builder? What are the 3 key benefits of building with your building company?
And your call to action. What is it you need a prospect to do in order to enter your sales process and why?
Once you have your marketing messages in place, begin writing a script using the AIDA formula which means Attention, Interest, Desire and Action. Refer to your marketing messages when writing because it will help you stay on the right track.
Keep It Short
Also, when it comes to creating an explainer video, the shorter the better.
According to writer and creative director, Helen Klein Ross, “the less you say, the more likely people are to remember.”
You may have a lot to say about your building company, however, an explainer video is meant to be an overview. The “hook” that gets people interested in learning more about your service.
As a rule of thumb, 150 words will equate to a minute of video. Although it’s possible to read faster than that remember, you need breathing room and time for your message to sink in.
Psychologists say that the average human sustained attention span is 20 minutes. However, for online video, it appears to be around 60 seconds! Having said all that, the most important thing you need to keep in mind when using an explainer video on your website to generate new leads is to keep it simple!
You can do this by focusing on 4 things:
Start with the problem. What fears or concerns do your potential clients have right now? Spend the first 20 seconds of your video focusing on the pain point in order to get their attention.
Next, transition into the solution by introducing the service your building company provides. This should be brief and to the point and should only take up around 5 seconds of video.
You then briefly describe the next step and how they can get started, which will probably take 25 seconds, before transitioning into a call to action that tells them exactly what to do next. For instance, “click on the green button below this video that says ‘get started’ now.”
All up, your explainer video should run for less than a minute.
"You have less than 15 seconds to capture someones attention on your website"
- Tony Hale, Chartbeat.
So what if you could grab the attention of your ideal client and get them excited about working with your company in less than 60 seconds?
Would it help you to grab the attention of your ideal client within seconds of them arriving on your website and convert them into a hot opportunity?
A lot of custom home builders like you thought it would, so that’s why we are offering free marketing strategy sessions to residential home builders.
When you have the right strategy, you can easily enter the conversation that is already going on inside your prospects mind. So you can convert them into a hot opportunity by the time the video ends.