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Michael Pidgeon

Promo Videos – How to Make Them Award-Winning

Promo Videos Are A Powerful ToolS

Promotional videos are among the top forms of mass media communications today. In fact, more and more industries are finally realizing the benefit to marketing a dazzling promo video. They are also discovering that beyond the need to meet modern standards in media communications, consumers have come to expect videos as a part of the experience when it comes to finding or using a new service.

Videos showcase the company beyond the copywriting. They illustrate an important message, reassure consumers, upsell, or simply highlight what makes you different. Understanding the need for creating an award-winning promo video is one thing; knowing what goes into the creation of an award-winning promo video is another. From planning, pre-production, production, post-production, and distribution – a lot has to happen before your brand new promo video slides in front of the eyes of your target audience.


A lot goes into the planning of the video, and it should. This is where you decide what the goal should be for the video, who your target audience is, the video outline, your budget, and any pertinent issues which should be addressed before pre-production commences. This stage should be one of the thought provoking aspects of the entire production, as it is the most risk/reward based component. This is where you and your production team decide what your target audience is going to see.


Pre-production basically involves all of the technical aspects to creating the video. It also entails any casting, final scripts, final editing of the creative briefing, Final decisions concerning the stage or area where filming will take place, and any other last minute changes or additions before production begins. Casting is especially important when you are making a promo video. Even amateur actors can do a magnificent job while commanding a more moderate fee for their work.


Here is the actual production of your promo video. This involves the actual “shooting” of the video, time spent on the set, or at any locations intended for the final product. The cast (if any), director, production team, and possibly a representative from your company will be present during this time. In addition, any script writers may also be present in order to make any last-minute changes to the script or story.


Now it comes down to making it all come together, and placing the final touches. This time is spent in the “editing bay”, which is to say the workstation of the editor. During this procedure, the footage is cut together, redistributed, or otherwise formed to create the visual flair that was decided upon during the planning of the video. Sound is also a major factor, along with any visual or audio effects. This stage is one of the most critical aspects of the production process.


Finally, it’s time to promote the video content. This means to implement any distribution plans laid forth by the video production/marketing team. This includes any video SEO, marketing and video promos, press releases, etc.

What is Brand Marketing?

Brand Marketing

Brand marketing is the umbrella term that essentially describes the methods or systems a company uses in order to create brand visibility and awareness. Brand marketing, when executed successfully, helps to create a fan base, or at least a knowledgebase, for your product or service(s). This form of marketing has no equal when it comes to the benefits it can have for your revenue stream. In fact, niche marketing is easier than global conquest, it can be done faster, and it can have an impact that can last for the lifetime of your company. When a consumer finds a product or service they are looking for, questions immediately pop into their minds: “Is this company trustworthy?” “Is this product superior to others like it?” “Is there risk involved if I choose to buy from this website?” “Is this service guaranteed to give me the results I need?” These questions, however, are alleviated when consumers see a brand name.


Let’s take Coke for example. Now Coke is a globally recognized name. In fact, according to numerous studies, Coke is one of the most recognized words in the world. That’s right, words, not names. While the age of the company obviously plays a factor, age did not make the company what it is today. It was their brand marketing efforts. One thing that Coke has always done in their brand marketing campaigns, is to provide you with the social proof you need to understand that everyone is drinking Coke. Their marketing shows that everyone is involved. It shows that everyone is happy drinking it. It shows its popularity. You would have to go to an isolated island somewhere in the South China Sea to find a culture that may not know the name Coke. And you know what? They probably do there, too.


Everyone knows the name. But here is the kicker – no one reads the name on the can to know that it is Coke. They already know it is Coke because of the logo, colour, and design. That is branding. Your brand should be so recognizable, that people do not have to see your name know who you are. This is why it is so important that your company gets involved in brand marketing.


Brand marketing is effective for both B2B and B2C customers. It does not matter who your target audience is; brand marketing is effective in any market and applies to every industry. The objectives defined in any brand marketing campaign should be focused to ensure effectiveness. These objectives should be based on: Ensuring your message is explained instantly, the enhancement of your credibility, evoking an emotional response, consumer motivation, and the building of steadfast customer loyalty. If these objectives can be met and obtained during the breadth of your brand marketing campaign, the results will allow your message to be said instantaneously, creating the trust needed in order to thrive in any market.

Video Production In Toronto – ON PAGE CONTENT!

Video Production In Toronto 101

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Realtor Websites: Things To Consider

What You Should Consider: Realtor Websites

When building realtor websites, you need to consider certain fundamental factors so that you have the right foundation that will enable the website to reap maximum benefits. A real estate website is essentially a niche website hence you don’t want to build it generically and have the same as everyone else unless you want the same results, it must be better. Here are a few things to have in mind to help you build your real estate website the right way.

Select a unique but easy to remember domain name

The process of building a successful real estate website begins with the proper choice of the domain name. The domain name will be like the home of your website in the internet. The name should not be generic, but it should be personalized and if possible, be very relevant to the real estate industry although going with your name is a perfectly acceptable practice. It should also be unique so that it can be easily remembered. Such a name will be engraved in the minds of your potential clients and it will ultimately work wonders when it is time to brand your business.

Mobile friendly

With the immense amount of mobile traffic, you will miss a great opportunity for getting leads and sales in your real estate website if it is not mobile responsive (made to work on mobile devices). Since the number of people accessing the internet with mobile devices increases significantly year over year you must make the website mobile friendly so that potential leads can access your website using their mobile devices. Additionally a mobile friendly website will be ranked higher in the search engines as Google now penalizes sites that aren’t mobile friendly.
Website User Experience

For great results realtor websites it should be interactive and easy to use. Ideally you need to provide a section of the website where you can interact with the site visitors, this is typically done by having MLS search available on your site, which is the minimum industry standard now. You can also implement a blog covering the frequently asked questions of home buyers where readers can ask questions and you can give them responses in dialog boxes located beneath the blog. This will create a placebo effect among your site visitors and as a result they are more likely to visit your website regularly, thus giving you time to convert them into real estate leads. This kind of interactivity is also beneficial for search engine purposes since the site will be deemed to be of good value and you will be rewarded with higher rankings.

Visual Appeal

Aesthetics are vital when it comes to building a real estate website. Whenever someone visits your website their decision to contact and make an inquiry on the properties you have listed will depend on whether or not they like what they are seeing and find your site to be of a reputable quality. That fact is that you must have a beautifully designed website with studies reporting that 78% of visitors will leave a poorly designed site because it ‘lacks credibility’. This in addition to good content will make the site and blog attract regular readers and or subscribers and yes there are seemingly endless factors that come into play with realtor websites to do them RIGHT.

Search Engine Optimization

Even if you have a budget for marketing your real estate website online, it is imperative to thoroughly optimize the website for the search engines. This will make the site rank high in the search engines, where you will get lots of free and quality traffic. Remember, you can use SEO to complement your other marketing efforts, but it is a long term process. Most realtors don’t realize that in addition to a site being SEO optimized it must have a content consistently added and a proper digital marketing plan in place to achieve great results, Google has over 250 ranking factors and they all must be continually addressed with optimization.

Pro Designs: Real Estate Websites

Custom Designs For Real Estate Websites

Whether you are an independent agent or a part of a large real estate firm: You need a website that generates leads.A professionally designed website is often perceived in the wrong light. Some realtors believe that it takes a good eye with a knack for writing. This, however, would be an incorrect assumption. A professionally designed website for real estate agents is much, much more than that.

Real estate websites must embody the core principles of A) marketing, B) SEO, and C) sales. However, that is not all, a real estate website for Toronto needs to be more than that. You need a website with a responsive UI (user interface), which is a big ranking factor. Another ranking factor is hosting. Your website shouldn’t just be fast, it should be hosted close to home, and it doesn’t get any closer than this. But why are these things important?


With the above-mentioned qualities needed in order to provide simply the best and most comprehensive web design available, there is still the question of “why?”


Marketing is a critical aspect of any website. Its true nature is to generate leads and maximize follow-through. This is why your real estate website should only be designed and written by those who know marketing first-hand. Marketing should be implemented throughout the website; it should be present in everything, from its design and function to its copy.


SEO, or search engine optimization, is another critical aspect of any web design endeavour. While SEO is primarily relegated to the actual web copy itself in the form of keyword integration, it is nonetheless an area that cannot be overlooked. True SEO gurus will tell you: Content is king. And it is very true. Your website’s ultimate success is hinged upon 1) getting found and 2) converting visitors into buyers. The function of SEO is to get your website found. That is the first step in gaining any footing in the online world of real estate marketing.


CRO, or conversion rate optimization, is the act of augmenting your website’s design and layout to offer you a higher rate of conversions. Conversions are the leads your website generates. These leads turn into home buyers. CRO should be ever present throughout your website. It should be embodied in your website’s overall design. It should also be encompassed in your website’s text. Without it, your website may look pretty, but it will yield no conversions.


Having an intuitive design interface means that your site visitors will be able to navigate your website with ease. Being able to freely browse through the entirety of a website is a ranking factor. This means you have a strong internal link profile, and your website’s users, potential home buyers, will be able to get to where they need to be without experiencing any hassles or confusion.


Being based right here in the Toronto area, your website should also be hosted locally. This will help you in a myriad of ways, not the least of which will see your website’s page load speed at its maximum.

Video Marketing For Real Estate Agents

Video Marketing for Real Estate Agents, Is it for you?

People are very visual. We want to see who we’re talking to, see where we’re going and see who else has been there. When it comes to looking at houses, we want to see as much of the house as we can in order to decide if we want to go look at it. We also want to see who will be meeting us there to show us the houses. Video marketing will make you seem more friendly, approachable and trustworthy while it saves you time and money.


Video marketing for real estate agents includes marketing yourself. Lots of real estate agents have that head shot on their website. It is important to let people see who you are. Why not take that one step further with a video of yourself on the landing page of your website? This allows you to utilize your voice and mannerisms to convey your experience, friendliness and trustworthiness. A video will help put potential clients at ease and give them a sense of familiarity as if they already know you by the time they actually meet you to look at a house. Potential clients who are already comfortable with you are more likely to be relaxed and enjoy their house shopping experience.


Put videos of your properties upon your website instead of just a few pictures. Videos of a home are more like doing a walk-through. Potential clients can pause the video and “go back” if something catches their eye. This way, they will already have a pretty good idea of what a house looks like before they get there. It will also give people a better sense of how it feels inside the house. Videos capture a sense of space and roominess better than a picture. You could do a few “featured” or “new” property videos each week. That way you can showcase properties that haven’t had as much interest, have had a recent price reduction or have just recently been listed.

**Property videos will save you time and money. **

Your clients can determine from the videos whether or not they want to see a house. If you really feel the client might like a house if he or she actually sees it, you could still recommend it but, if not, it will save you time and gas money. Make appointments to show them the houses they are truly interested in instead of houses that will likely turn out to be a waste of time, and time is money. A solid benefit of video marketing for real estate agents.


New potential clients will be put at ease by video testimonials from your past satisfied clients. Watching and listening to your other clients will give people a sense of security, encouraging their trust in you as a real estate agent. More than likely, the house you sell them will be the biggest investment they ever make. Watching videos of other people who trusted you and are glad they did will help them feel safe in your experienced hands.

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