November 27, 2010

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Using Video Increases Leads


According to For Rent Media Solutions, owner of US apartment search website and a division of Dominion Enterprises, property managers who incorporate video into their marketing initiatives see a significant increase in lead generation.

By monitoring marketing activity in its LEADS Dashboard, For Rent says that it has observed that advertisers who add online video to their marketing initiatives increase lead generation by an average of 30 percent and by as much as 309 percent in some markets.

In Denver, two For Rent Media Solutions properties that incorporated the Community Theater video product into their advertising efforts saw an increase in leads of more than 309 percent. Community Theater allows property managers to put their communities on display through an online video commercial. The jump in leads that advertisers are experiencing nationwide has been credited to these videos.

Terry Slattery, president of For Rent Media Solutions, said:

“Audiences across the nation are attracted to online video. With leads increasing by more than 200 percent in some markets, it is evident our online video product Community Theater is generating the leads that deliver leases for property managers.”

According to Omniture SiteCatalyst, more than 80.7 percent of mobile users coming to the mobile website can view video, and For Rent also quote comScore Media Metrix data showing that 81.2 percent of the total US Internet audience viewed online video in June 2009, while the average online video viewer watched 453 minutes of video, or nearly 7.6 hours.

In its support of using online video, the company also quotes a recent survey of more than 400 senior-level decision makers, conducted by PermissionTV, which showed online video is the top priority for digital marketing budgets. Nearly 64 percent use online video for branded content and video destination and more than two thirds of respondents reported that strengthening relationships with existing customers and prospects is the primary goal of online video initiatives.


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