Where Drones Fit Into Your Landscape and Pool Builder Marketing Strategy
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The Content Team,
HALSTEAD.
There's nothing quite like a beautiful flyover of a clean, gorgeous swimming pool and glistening waterfalls set against the earthy colors of a paver patio and lush landscaping. It’s a special view—often made available on Instagram or on your website—that very few would be able to see firsthand (unless they were a pilot). Made possible by drones, this type of videography can elevate the visuals your own firm shares with the world and, consequently, elevate the view that others have of your company as a modern provider of sophisticated, beautiful, and extraordinary outdoor living spaces.
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Why Drone Videography Is So Impactful
It’s no longer enough to provide stunning photography in your digital marketing materials. Still shots have their place—and continue to deserve attention for highlighting the finer details of your work and expert craftsmanship.
These days, however, people expect videos, and a well-done drone video is one of the most effective ways to capture the viewer’s imagination. An even more compelling reason to consider drone videography—it will help to deliver an emotionally engaging experience with prospects.
Making an emotional connection with the homeowner (or business owner, depending on your target audience) is often the tipping point in winning a deal. Today’s marketing is no longer centered solely on features such as an individual hot tub or an individual patio paver. It's about the experience of extending a home to entertain and spend time with family, or creating a welcoming landscape that draws customers to a business, or inviting prospective tenants to an apartment complex.
In other words, it’s about the emotional benefits. Prospects want to see how all of the individual elements of a project work together harmoniously, and they love to imagine themselves enjoying the space, too.
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Hiring a Company Vs. Purchasing a Drone
Buying a drone does not make you a pro. No more than a homeowner who buys a demo saw or a mini. We’ve seen this time and time again: choppy, story-less, low-quality videos that defeat the purpose. Don’t be tempted by how much drones have come down in cost. Whether a drone is cheap or expensive, artistic and technical skills are still a requirement for producing the level of professional quality that will capture the attention of the consumer (or business owner) and keep it. Another reason to leave this effort to the professionals is licensing requirements—drone use is regulated, and drones used for commercial purposes follow different regulations than those whose use is purely for recreation.
Furthermore, as marketing options are explored, your company needs to pay careful attention to opportunity costs tied to the owner’s or manager’s distraction. While flying drones and producing videos can make for a satisfying side hobby when business demands allow for it, this amateur activity siphons away time that would be better spent on building up leads, closing sales, and making sure operations are running as smoothly as possible.
A marketing company that focuses on your industry and that has experience coordinating drone videography and photography efforts can handle the logistics, the post-production editing, and preparing all the great footage for social campaigns and prominent locations on your website. This company will also ensure that your company’s video footage reflects the latest learnings from what catches and keeps the attention of homeowners looking for a landscape transformation—the fact is, simple flyovers of a project site are not enough. Compelling views are just one piece of the story you need to tell in your videos. The right marketing firm will also recommend weaving in interviews and closeups of your craftsmanship to present the full narrative. When imagery and story come together, under the expert hands of the professionals, that’s when you will achieve the full return of this investment.
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The Benefit of Partnerships
Strategic partnerships help you optimize the cost of drone footage. Besides choosing the right marketing partner to help get your footage in front of the eyes of your audience, you could also look into teaming up with your dealer or manufacturer to split costs and both benefit from using footage for marketing. To get the ball rolling, give us a call to discuss how drone footage can rocket your company to growth and success.
