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Branding By Video, Part II

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By Stephen Schweickart

RISMEDIA, September 14, 2010—In our last installment, we learned the number one reason businesses use online video is to reinforce branding. We also learned that branding’s primary goal is to trigger immediate, positive recognition – and set you apart from your competition.

Today, we’ll talk about some practical ways that brokers and agents can use video to reinforce their own branding or key value propositions.

In real estate, one of the most commonly mentioned branding points is customer service.

To drive the issue home, you could go on camera and talk about how great your customer service is and how the entire office is committed to it. However, a much better approach would be to let your satisfied customers tell others about their experience. Video testimonials are a powerful and effective way to brand your business through the words of others. They’re genuine, believable and powerful.

Market knowledge is another branding possibility. Video can be a great way to showcase your knowledge by producing a series of brief videos focusing on the strong points of your community. Monthly video updates on market conditions, such as median asking and selling prices, time on the market and comparative home values from last year, can also reinforce your value proposition as a leader in the knowledge of your local market.

Branding yourself or your agency under the banner of experience or longevity can also be effective. A well designed video linked to the “About Us” tab on your website would be a practical way to showcase your agency’s history and track record in the community, including old photos, awards, and accomplishments. Another approach could be an agent video profile where you share how your qualifications and experience translate into benefits for your clients.

Corporations of all sizes use branding for one simple reason: It works. And surveys show that reinforcing their branding is the number one reason businesses use online video. If you’d like to find out more, simply contact us a VScreen.com for a free consultation.

Stephen Schweickart is the co-founder of VScreen. For more information on this topic, visit VScreen’s blogsite at http://www.vscreen.com/blog/.

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