It happens to almost everyone. You’re at your desk, racking your brain, wondering how to make the most out of your follow-up. You stare at the camera on your computer… and it stares blankly back at you… You find yourself in an actual standoff with an inanimate object for a few minutes! You know you should create the next video, but something is holding you back. So instead, you send a regular email or text and disappear into the abyss that is your recipient’s inbox.
When I first started at Do You Convert, I got the opportunity to record my first-ever BombBomb video. Unless you are an influencer who is camera-ready at any time (and if you watch enough behind-the-scenes footage, you’ll know even that isn’t true), you're unlikely to spend much time on video. When I coached an online sales team in my previous role, I quickly learned that telling someone to create a video recording and actually doing it are two different things. I'd done some Loom videos in the past, but nothing that went out externally or dove into the emotion of what somebody was going through at that point in time.
So, I just sent the BombBomb video internally, just to say, "Hey, I've tried it. I've done my first video." And it was a really eye-opening experience to sit back, turn that camera on, do it in one take (which is a big deal when shooting video), and send it out with confidence and excitement about what I was saying. That's something I've learned, even in my short time here, about what our OSCs are doing every day. Video is how you get through to leads, because it has a lot of power that regular emails don’t. You can show emotion, get excited with leads, and bring them closer to the process and closer to your communities.
Whether you feel like you don’t have the right tech tools or are nervous about getting on camera, this playbook will give you the keys to success and help you press record more often.
The Why
Digital pollution is very real. If you find your leads get stuck in that non-responsive category once they enter it, you're likely part of the pollution. Yuck! All that work you put into your follow-up, only for it to go unread and get no reply. The worst!
We’ve all experienced digital pollution because, well, we’re humans in the digital age. Because of that, we are skeptical of every call that comes across my phone from a non-identifiable number. Why? Because we have been burned by enough spam and bot calls that they've trained us not to answer my phone anymore. Your buyers are in the same boat. As for emails, most get deleted or never even read. I bet you are already thinking of that person with 30,000 emails in that bubble in the corner of their app. Taking the time to put your face in front of your future buyers is really the only way you'll break through the noise.
The How
Getting Over Stage Fright
This is so common when you talk to anyone about creating a video. In my time in marketing, people used to hide from our team when they saw us coming with the camera. It hurt our feelings a little, yes (be nice to your marketing teams!), but we completely understood that seeing and hearing yourself can be a bit rough sometimes. Remember, your face and voice are what everyone sees and hears when they talk to you. That never stops you from speaking to someone in person, does it?
Repetition is another key factor in overcoming the anxiety behind video. Exposing yourself to something you are afraid of is more than just a tip we are telling you - it is an actual treatment used in many forms of therapy. When you keep hitting the record button, it will feel second nature to you in no time.
The Technology
Technology plays a big role in ensuring you have a professional-looking video that will wow prospective buyers. Audit your video setup based on the below.
- Camera: Don’t rely only on your laptop camera, as it may not produce the best-quality video. Look for an external camera that can hook right up to your laptop.
- Lighting: An external light placed in front of you, or even a warm lamp in the corner of your desk, will help you avoid looking like you are in a dark basement hostage situation. Sit in front of a window as a bright light source, but ensure the window is not behind you.
- Video Platform: A good platform like BombBomb or VidYard will allow you not only to embed your video in emails for a professionally branded look, but it will give you great analytics on who is watching your videos.
- How to Send: Sandwich the video in between text so that it is less likely to end up in someone’s spam box.
If you do not have the proper equipment, talk to your manager and see if any changes can be made.
The When
You might think video is only good for reaching out after an initial touch base, but you can use it in many circumstances to provide excellent service to both internal and external customers.
- Non-responsive leads: Let them know you are a real person and break through their inbox on day three when they are more likely to look for you.
- Resuscitation: Bring old leads back with some community or company updates.
- Thank you: For calling or coming out to tour. This is good for consumers or Realtors. It is especially good for leads that don’t fit into your current communities.
- Realtors: Teach them about new construction and how we can make their lives easier throughout the process. Realtors love an easy button, and you can be the one to provide it to them.
- New OSC transition: You are a new OSC coming in or taking the place of another. Introduce yourself to the entire database so they know to expect communication from you in the future.
- Appointment Confirmations: It can be with you and/or the on-site agent and can help lessen cancellations.
- VIP Updates: Help put a face with the name so those interested know who you are when release time comes. These can include community tours, local amenities, or model sneak peeks. Make them monthly to build familiarity. Don’t wait until release day to try and build trust.
- Internal communication: Touch base with the on-site agents more often via video or use it for markets you can’t easily get to. Send team updates, successes, and shout-outs.
Pro Tips for Success
Here are the tips that the video superstars follow to ensure those videos look good and get the attention they deserve.
- Professional is Best: Start with a professional background (preferably not in front of a bed). Avoid blurred or fake backgrounds that take away from the authenticity. Set yourself up square in the camera frame and wear business professional clothing on what will be visible on camera. Remember, you are representing not only yourself, but the brand of your company.
- Bring the energy: People aren’t coming to you for a meditation video – they want to purchase a HOME! That is a BIG DEAL, so let’s act like it! Would you be excited to receive the video you are sending? You can be a little more over the top and animated with your voice and your hands. It might seem silly, but it will translate well on video.
- Say their name: We know everyone loves to hear their name, so use that knowledge to personalize the video. This also makes it feel less like a mass-sent video, which is more likely to get a response. There is a time and a place for a mass video, but when you can personalize, it is highly recommended.
- Keep it short: Attention spans are dwindling these days, so keep it one minute or less.
- Be a one-take wonder: This helps keep the authenticity. It is ok to be human!! If you mess something up, play it off. Humans want to see real humans who occasionally trip over their words.
- Double Back: Be sure to follow up the video a day later with a text and/or email. Something like “I know these videos tend to go to spam, so I just wanted to be sure you received it!” will go a long way in making sure your video is seen.
