3 min and 30 sec read
Let’s face it – many people would rather be entertained with a short video than read about your business. The world is slowly turning away from traditional media outlets such as newspapers to a more digitally advanced strategy such as video brochures. In this article, you’ll learn how video brochures work for home builders and the many benefits they can bring to your company.
Let’s start this discussion by explaining what exactly a video brochure is. What even is a video brochure? Is it a brochure? A video? Does it fold like paper? A video brochure is a hand-assembled card-based marketing piece with either a TFT or LCD screen installed in them. They contain a sound chip as well as a USB storage drive to hold the video content.
The video display screen can vary depending on your preferences, but for the most part, they range from 2 inches all the way to 12 inches. Not only does the size of the video brochure depend on your preference, but also how the video plays are up to you as well.
They’re two options for when the video plays: auto-play or button activation. With the auto-play option, the video will play immediately upon opening the brochure. This option works by a magnetic seal activation, light activation or motion sensor activation. There’s also the option of incorporating a button that once pushed, the video plays. You are able to choose the activation of your liking.
Video brochures function by giving your prospects or clients first-hand interactive experience into your builder company or product. It’s a physical item your consumers can hold in their hands to receive a high impact message about your homes or community or both. Instead of telling your audience who you are, simply show them with a video brochure.
Wi-Fi or Internet access is not needed with video brochures. Either opening the brochure with auto-play or pushing the button will begin the video. From my personal experience, many home builders prefer to use MP4 file format for uploading their videos because it offers excellent quality, even on a small screen.
Now that you have an initial idea of how video brochures function, let’s discuss the many benefits which they can offer for your marketing efforts.
The biggest benefit of incorporating video brochures as part of your marketing strategy, is the fact that video content is easily added from a Mac or PC. This allows you to showcase your model homes or communities you may have. In fact, the smartest way to take advantage of video brochures would be to reload new videos of your products as they become dated.
That way you can continually recycle the video brochures with each newly available home or property you have on the market. In essence, you are using the video brochure to kill two birds with one stone. These pieces offer you the ability to swap videos as you like.
It’s important to note that you are not limited to installing just one video. You have the capability of loading multiple videos. The limiting factor is the size of storage you select.
Like with any electronic devices, video brochures are powered by a battery. They use a lithium battery and come with the charging cable, which is a mini USB to USB connection. My suggestion is to have all of your video brochures fully charged before any big event or even before showing them to a potential homebuyer. Standard battery life is typically 2 hours of continuous play. They come fully charged, but lithium batteries slowly drain over time.
Do you want it now? You can now get it. Video brochures are accessible, and some producers can provide fast delivery. In fact, the high end of production time is about 14 days after artwork approval, plus shipping time. If you think about it, two weeks is such a very short time to hand-make your desired quantity for a quality, portable marketing video piece. From my personal experience, I’ve had video brochures delivered within two weeks of ordering them. A lot will depend on the vendor you choose.
Let me explain a little story about how beneficial video brochures for home builders can be…
Imagine going to a Trade Show and you’re walking around admiring booths, taking business cards and learning more about other home builder companies. You start to collect post cards, flyers, and pamphlets which you probably won’t refer back to for days after the event. But then you arrive at a booth for The-Punch-List.
The-Punch-List booth hands you a brochure about the website company using a video format. You’re in awe of learning about the online resource from a short and captivating video. At that moment, you’re now not only more engaged with us, but you’re also entertained by the video content.
Video brochures for home builders are sure to stand out and impress your audience more than any othertraditional marketing items such as basic flyers and pamphlets. What is your favorite aspect of video brochures? Let me know in the comments.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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