The 3 Best Types of Videos For Construction Companies

If you have a construction company and you’ve been curious about which kind of marketing video will serve you best, then you’ve come to the right place. I’ve worked with a number of construction and other trades companies over the past several years, and I’ve been able to compile a list of the 3 best types of videos for construction companies.

Whether you’re big or small, all of these videos will serve you well.

But before we dive in, it’s important to note why we’re making these videos in the first place. A recent survey found that 96% of marketers agree that video helped increase users’ understanding of their products and services.

This is all because of one very important thing: laziness.

Ha! Seriously though. People are lazy. Most of the population doesn’t want to read or dig for the answers – and that’s okay. We all have a lot to do, and the quicker we can get to the point for our customers, the better.

Video is able to get to the heart of the matter.

We can craft custom messages in the forms of stories, and use these pieces of content to achieve specific results for us.

So, without any further jibber jabber – let’s dive right in.

The first type of video that will serve a construction company well is a testimonial video. These types of videos are so powerful – we’ve used them time and time again, and we’ll continue to do so.

This is exactly what a potential client needs to push them over the edge.

Before we make a commitment, we like to have social proof – meaning that if we know our neighbour committed to working with you and loved the process, then we’re more likely to do so ourselves.

Not only are testimonial videos great to post as short reels on socials, but they’re also amazing to host on your YouTube, and then embed them on your website right before the contact form.

Doing so can serve as that last little bit of positive reinforcement the potential client needs before reaching out.

The second type of video that we recommend to every construction company is a process video. Now this can come in many shapes and forms, and it’s going to make use of recycled content to make each one as successful as possible.

Basically, the video team should be going out on site for before, during and after footage. We tend to shy away from before videos, but as soon as any progress starts, we can start making edits.

And this can happen at any phase of the project. We can make videos during demo, during rough ins and framing, during insulation and drywall – interior and exterior changes will get documented and the process will be shared.

These are great on socials, as they’re little snippets of what a potential client can expect to see when they’ve hired you. You can show-off how neat and organized you are, and they can see the pride you take in your work during the build.

Most importantly, a potential client can see, first hand, how much you take care of people’s homes. You get to show your audience that you treat everyone’s home as if it were your own.

Once you’ve finished the project, you can have the video team do a final shoot, either walking through with you or an employee as you talk about the project, or just doing a b-roll style walk through with no narration.

Either way, you’ll have all of this beautiful finished product footage, and then the editor can include some before and during clips in the final video. This type of video shares the transformations you’re capable of making for people.

The last type of video a construction company should be making is a recruitment video.

You know, a chain is only as strong as its weakest link – and as your business grows, you’ll be wanting to hire the highest quality talent that you can find.

On your website, you should have a careers page that the recruitment video can live on. Having a video like this will show potential employees exactly who you are as a company, and it will attract the right talent.

A recruitment video will include b-roll of what it is that your business does, as well as some talking points from yourself and key employees. It’ll also include a good call to action.

And that about does it. Now, there’s plenty of other great videos you can be making as a construction company, but if I were you – I would start with these three.

If you’re looking to hire a video team, have a chat with them about their direction from the start and ask them if these are realistic starting points.

All the best, and have fun marketing yourself!

To Your Success,

Jay Ashcroft

Ashcroft Media Co.