Winning Home Shoppers With Video

Winning Home Shoppers With Video


There’s a good reason why television is called programming. Video is the most effective means of communicating a message to the subconscious mind and marketers have long capitalized on this fact with embedded marketing messages in the midst of ‘programming’ designed to engage viewers and tap into their emotions. With this in mind, are you leveraging video in your marketing strategy?

TV Today

Traditional television still has its place in American homes, but builder brands are jumping on board with Connected TV. NewHomeSmart TV for instance leverages demographic data and targets our own proprietary audience of qualified new home shoppers on connected TV. Home shoppers get served high-quality, engaging ads like this one right within their scheduled programming. It’s affordable, highly effective, and the perfect medium for something as emotional as purchasing a home for your family to live in. Our advice, invest in a high-quality video.

Social Media

Video is still the number one way to get engagement on social media whether it be live stream or recorded video, consumers want to get to know the brands that they friend and favorite. Video adds the special touch that can connect you on a deeper level. Our advice, add a transcript so that the video still makes sense when it’s on mute. Bonus tip, use social media for how it’s used best—one-on-one communication by making sure that your videos are addressing the audience like an individual instead of a group.

Your Website

Videos are a great addition to any website and Google rewards sites that use video well. The rule of thumb here is to keep it engaging and realistic. You should aim to produce a video for several main topics on your website. You can produce videos for home tours, community tours, build process, and one about you as a builder. Our advice, aside from home tour videos (the more the merrier)—be realistic about how many videos a visitor will watch in a session. 

These are just a few tips on how to take advantage of one of the most powerful gifts to marketing. If you need more expert advice, email us or visit us at

About the Author

Alaina Latiolais

Alaina Latiolais is currently the Marketing Manager and HBA Partnership Program Manager for Builder’s Digital Experience. She previously worked as a Digital Marketing Consultant for BDX working with builders of all sizes in the Austin, San Antonio and Corpus Christi markets. Finding her love for B2B marketing, she now helps educate home builders about marketing and technology and understanding the digital consumer. Alaina has over a decade of experience working with small, medium and large businesses on their marketing strategies, always with a strong focus on the latest technology and results. She has a practical approach that saddles between warm and daring, always challenging businesses to take the next step to adopt new technology and ideas.

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