Video Marketing Strategy at JMC & Co.
Embarking on the video marketing journey at JMC & Co., our aim was clear: to enrich property presentations, boost rankings, and engage audiences through detailed video showcases of each community. Rooted in our successful lease-ups like Union & West, One Wall St, and Redbrook, initially used in digital advertising efforts through Meta, these videos played a crucial role in lowering CPMs—a primary indicator of campaign performance—by providing diverse media types for optimal display timing. Embedding these videos on our websites, either in the masthead or lower sections, significantly captivated viewers. This strategy increased engagement and enhanced traffic quality, setting precise expectations for our prospects.
Equipment Evolution and Scaling Challenges
Initially, we employed an iPhone 12 and DJI Mini 2 for video production, yielding acceptable, though not professional, results. However, these tools were instrumental in creating compelling videos that reinforced our properties’ brand image in the minds of potential residents. Recognizing the impact of video, we decided to broaden our scope across the portfolio, necessitating an upscale in both video production and quality amidst staffing constraints. Upgrading to more advanced equipment like the Sony Alpha 7 and Autel Evo 2 drone, operated under a Part 107 license, introduced new challenges, including longer lead times and higher costs. Nevertheless, this transition was pivotal, striking a balance between high-quality production and operational efficiency.
The rebranding of The Taj Estates to The Sto is a prime example of the uplift many properties experienced through our video marketing efforts. Undergoing extensive renovations, particularly to its exterior, The Sto provided an excellent opportunity to utilize our new asset in aerial photography. The dynamic aerial videography captured the property’s transformations and the surrounding area’s beauty, effectively highlighting its ideal location. This approach became a signature element in our videos, enveloping each property in captivating intros and outros
Impact and Future Directions
Looking ahead, we aim to incorporate rendered videos for upcoming lease-up properties and navigate the challenges of including lifestyle elements while adhering to fair housing regulations. Our exploration into video marketing continues, focusing on leveraging technology to create more internal videos, including vertical formats for social media and mobile-optimized content for websites.
The evolution of our video strategy at JMC & Co. has not just been about capturing properties but about crafting content that resonates with audiences through increased transparency and by driving engagement. Witness our journey and the breadth of our creative efforts on the JMC & Co Vimeo Showcase at http://vimeo.jmcandco.com.
