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Ask the Expert: Leveraging Video Assets

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The following Ask the Expert Q & A features Christian Sterner, the co-founder of WellcomeMat.

Q: What are the best ways to leverage your video assets and maximize ROI for both your company and brand?

A: Last month, we established that to enable the best outcome for agents, brokers and brands, video views should occur within real estate websites, mobile Web experiences and/or apps. Investing time and money in high quality video content is a great start and congratulations to all who have! But, in real estate, video has the highest return on investment (ROI) when a) consumers are finding videos in places where they can take valuable next steps, and b) you (the master, real estate-video marketer) have a high likelihood of connecting with new business via your content. In this post, we will cover two paths for leveraging video assets and maximizing ROI for your company and brand.

Statistically, search engines refer more than 65 percent of the views (Web and mobile) that occur on content regardless of the host. Add Facebook, Twitter, Google+ and—to a nominal degree—bookmarking sites like Pinterest into the mix, and we are talking close to 90 percent of views that can feasibly occur, organically within your own domain (Web and mobile properties). These statistics demonstrate a huge opportunity that most of the industry hasn’t yet taken advantage of. And, to further hone you into the “how,” all you need to do is choose one of the following two paths:

Path 1 (Build) – You commission your IT department to piece together the necessary elements of a video system. The pros of this choice are mostly around control and a more in-depth knowledge about all things video. The cons are that video will likely require far more of your team’s internal bandwidth. Video technologies and formats are ever evolving. Witness, for example, that in a few short years, flash video files (FLVs) gave way to H.264; mobile was a tsunami that came out of nowhere; the number of devices has exploded, etc. A steady commitment will be required to stay on par with tech trends in avoidance of the dreaded legacy system.

Path 2 (Buy) – You invest in and deploy a premium video publishing platform. The pros with this choice are that you have a dedicated team keeping you at the forefront of video deployment. You likely have the ability to gain support and scale as both external and internal encourage demand for greater video publishing flexibility. The cons: your development is at the mercy of the partner’s platform. Additionally, the quality of the partner’s attention (or lack thereof) will determine your success and speed to market.

Regardless of the path you choose, the foundational necessities of a solid video setup are at your team’s disposal. Should you wish to explore either option in more depth, visit wellcomemat.com and learn how to get one step closer to market dominance today.

For more information, visit www.wellcomemat.com.

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