COMMUNITIES OF PRACTICE
Engaging clients through video marketing
With fewer face-to-face interactions, how do you stay top of mind with your clients?
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n a time when you may not get to see your clients and customers face to face, some are left with the question, “How to do I keep my clients and customers engaged?” Anne Nouri, CAI, AARE, BAS, GPPA, lead auctioneer at Prime Auction Solutions, joined the NAA for an in-depth conversation about video, social media and up-to-date strategies to keep clients informed and engaged in today’s virtual market. Nouri said the first step you must do is to define who your clients are. Clients can be anyone from sellers, professionals in other fields who could be an allied resource (attorneys, CPAs, financial advisors, etc.) or colleague with whom you exchange referrals. Nouri said now is the perfect time to craft your message for each of your audiences because many are not as busy as they are normally. So, how do you create content for each of those different audiences to keep them engaged? Nouri suggests producing videos, and the great news is you no longer have to have formal, expensive productions to produce good content videos. Nouri said that with your smart phone, you can create a good video experience for your clients in a an easily produced way. Nouri encourages auction professionals to take advantage of the opportunity of a slower season right now to capture potential customers and build trust with them.
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“With the times we are facing, this is an opportunity to demonstrate the skill set that we have trained as auctioneers for so many years to take on,” Nouri said.
Different types of videos Videos can be an especially engaging form of content because of their ability to capture a viewer unlike text or images alone. There are countless types of videos you can create, but Nouri gives five types with which she has found success in her auction business. Highlight your services – Create a video showcasing what services you offer. Whatever your niche is, Nouri said, create some sort of video or content to educate a potential buyer about what you’re able to do for them. Tour video/asset showcase – Nouri specializes in real estate, so she has been putting an emphasis on creating more video tours of properties. But the same concept can be translated to other assets as well. You could create a video highlighting a specific asset— how it works, what makes it different, etc. A video like this can captivate the emotion and feeling of sellers so they’ll at least inquire to learn more. Video tours (whether it be of a physical location or an object) can help buyers feel more at ease with making a purchasing decision,
or at least taking the next step toward a purchasing decision. “In our changing environment, it’s our job to help our sellers, and more so help our buyers, understand the products that we’re featuring and let them feel at ease while they are at home,” Nouri said. If you’re unsure what to say about an item on camera, simply tell the story behind the item. Everything has a story, Nouri said. Give a background as what the circumstances are. More than ever, people have time to learn right now. Video about your company – Create a video about your company. Tell the history of your company, showcase your staff, or show a behind-the-scenes of how your business works. Videos like this form a relationship with your viewers and put your business in the back of their mind so when they need your services, they’ll think of you and they’ll already have a foundational trust with your business. A testimonial – Share a video of a happy customer. Show others what makes your business stand out with the way your treat your clients and customers! Video breakdown of statistics — Especially now when markets are unsure and information can be hard to trust, Nouri said sharing first-hand statistics from your business and industry that you are personally
