10 Reasons Testimonial Videos are the Ultimate Review Type for your Construction Marketing.
Reviews will make or break your construction business.
Fact.
It’s why we’re always encouraging our Trades to collect as many positive reviews as possible for their business.
If you want to know about how to get more reviews for your construction business then check this out.
And the written review has its place in your construction marketing for sure.
A tonne of great reviews on a Facebook, Checkatrade or LinkedIn page can do a whole lot of the heavy lifting for you in your construction marketing.
But the ULTIMATE review type – the Ronaldo of Reviews if you will – is the testimonial video review.
Video is a vital part of your construction marketing toolkit.
But a video testimonial review can be the start of the snowball effect that helps you build your Trade and Construction business to the company you’ve always wanted it to be.
Let’s look at all the reasons why you should consider construction video testimonials as part of your construction marketing ideas…
1. Video Testimonials mean your clients do your construction marketing for you.
We are all capable of telling other people how great our construction business is.
Whether it’s promoting how good we are at a Networking meeting or telling everyone we know at social events all the reasons why.
Even promoting our construction business on social media.
Posts telling our audiences what a great job we did (not something we teach our Trades to do but sure as hell something we see a lot!).
But let’s face it.
When someone else endorses our construction business – a delighted client or another company we’ve collaborated with – it has a lot more weight and believability for our construction marketing.
Capturing a happy client on camera telling us all the reasons you helped solve their problems and the result your construction business left them with is going to go a whole lot further than promoting your business yourself.
Which is why we believe video testimonials are a total NECESSITY for your Trade and Construction marketing toolkit.
Sit back (sort of) and let your clients do the selling for you.
And this is exactly why construction video testimonials are so epic.
Because your clients are doing the selling for you without ‘selling’ to people.
Which is something we all hate.
It's authentic, we can take it or leave it, easier to digest and we don’t feel like a construction salesman/woman is trying to ram anything down our throats.
Your clients on camera have (likely) nothing to gain by doing this video testimonial for you other than agreeing to film this review because they were so happy with the works you carried out.
And as a viewer, we sense that.
⚠️ WARNING.
It is crucial that your video testimonials are of your Ideal Clients.
Be sure that the folk you get on camera are the kinds of customers you want more of.
Be that residential or commercial, mid or high end.
Even personality types can play a big part.
Think of it this way.
If I could give you 100 of the kind of projects and customers/individuals you want, is this the person you have chosen to put on camera?
2. Construction Video Testimonials help conversion through storytelling.
To re-iterate the last point.
The customers you get on camera need to be your ideal clients.
Video is BRILLIANT for capturing stories – long form and short.
What you want to nail on camera is the story of what your ideal client was experiencing before your construction business came in and what they were left with afterwards.
For example.
We worked with one of our Tree surgeon clients for a video testimonial review.
One of the ladies spoke about how the garden was very dark and not a great place for her grandchildren to play in.
Once the team had been in, the garden was now so much lighter and brighter and actually looked bigger.
She feels much better knowing the grandkids are out there having fun safely where she can see them.
(The review was more substantial than the above, but you get the drift with this snippet).
You could see in her face and hear in her voice on the video how absolutely delighted she was with the results.
Hard to fake, right?
The benefit of construction testimonial videos is also that the video can actually include shots of the work – both before and after if they’ve been captured.
Showing us the transformation as the client talks about it.
This reinforces the story-telling, transparency and honesty of the video.
Through story-telling, we also find other nuggets about your construction business emerge.
This same client, who spoke about the light in the garden, also told us how she received photos and details of the team members that were due to show up the next day at her door – which helped her feel more safe.
This was one of our ideas we worked on with our client.
Especially if you work with a video production company for your construction testimonial, you’re working with expert interviewers who help ‘tease’ out these kind of nuggets that, as business owners, we might overlook because we’re too close to it.
But it’s the small details that set you apart from your competitors.
And capturing stories on video allows all those gems to rise to the surface.👌🏽
3. Your Video Testimonials bring the human element to your construction marketing ideas.
We see this with a lot of Trade and Construction businesses who do their own marketing.
They lack the human element in all they do.
What do I mean by that?
I could be scrolling on their Facebook page or cruising around their website and I may see lots of great snaps of fantastic workmanship and completed sites.
But I could be scrolling for hours and see not one human in the business.
Maybe the back of one of the team’s branded tops in the background – but that doesn’t count.
There are no faces in your marketing.
Yours, your team’s or your clients.
Which can leave us feeling wary, worst case.
Best case, you’re missing the opportunity to start building connection.
When we see faces and hear voices your construction business starts to become relatable.
We get to know personalities.
We begin knowing you, liking you and most importantly trusting you.
Trusting you enough to get you into our homes or businesses to quote for a job.
Construction video testimonials is HUGE in bringing the human element to your construction marketing.
Not only do we get to see and hear from happy humans you’ve serviced but the opportunity for you and your team to feature in the video too.
Win win.
4. Your construction marketing becomes more credible with Video Testimonials.
Reviews used incorrectly can be damaging for your construction brand.
We question if they are real or not.
For example.
When you look on a construction company website and you see a review extract from ‘Sheila’ or ‘Mark’.
No last names, no company, no photo headshot.
How many of us have seen these kind of reviews and thought, have the company made these up?
Especially if plopped on a not-so-professional looking website design.
The beauty of a construction video testimonial is that it can be much harder to make up.
We are seeing the face and hearing the voice of the actual ‘customer’.
It instils confidence in us that this review is real.
HIGHLY unlikely someone would get on camera and put their name, face and voice to something that wasn’t true?
And if the client was being filmed in the property or in front of the work that you had completed – think re-decoration of a kitchen or their new garden landscape – we’re going to feel like this is a much more trustworthy source and reflection of your construction business than words on your (not so great) website merely signed off with ‘Sheila’.
5. Video Testimonials build trust for your construction marketing.
And following on from the above point.
If we trust that your video testimonials are real, then it sets the tone for how we start feeling about your construction business overall.
We start building trust.
We don’t question the authenticity of your video testimonial – the thought is even unlikely to pass through our minds – and then top it off with what your customer is saying about your construction business in the video.
It's a double whammy of trust building!
Helping to kick to the curb one of the biggest pain points and struggles the construction industry experiences.
Lack of trust.
This video testimonial stuff is shaping up to be pretty epic in terms of our construction marketing isn’t it just?
6. Video testimonials capture more detail for your construction marketing.
Written reviews are money-making marketing.
And in no way are we saying that you shouldn’t ALSO focus on those as part of your construction marketing.
You need those too.
It would likely be unachievable to create a professional video testimonial of every client (though perhaps not impossible) and time and money should only ever be invested in a testimonial that is through and through the ideal client work and individual themselves.
But where the written testimonial can fall short is with…
❌ Word limits on platforms…
❌ …Which means details can be missed.
❌ Not every platform allows clients to upload a photo or video along with their review help qualify the authenticity.
❌ Written testimonials rely on the writing ability and efforts of the client – which will all differ.
Video means a client can say everything they need to and YOU are in control of what can be edited in or out.
If organising a professional film day, then you’ll be working with a team (for a set amount of hours usually) who will ask your clients similar questions in different ways to coax out more detail.
Which means you have the pick of the bunch when it comes to what makes the final cut.
Good stuff.
7. Construction Video Testimonials help your business become more visible.
One of the best thing about construction video testimonials is that they can make your construction business so much more visible.
They do this by the ability for you to share across different platforms.
This means the video can feature on your website, you can upload it to your Facebook page, Instagram, LinkedIn if you have it.
The beauty of featuring your video on social media is that it has the ability for folk to hit that SHARE button underneath and be able to share the video on their own pages.
What does that mean?
That more eyeballs get onto your construction video testimonial.
According to the stats, people are 12 x more likely to share a video online on their social media than they are something text based.
Think a about a Facebook Review for example.
A written review, solely text.
People are very unlikely to go into your Review Tab on your Facebook page and just share a review that is simply a block of text.
It's not really the ‘done’ thing.
Because it’s not eye-catching, likely won’t get a whole lot of interaction on their page and often isn’t something people think to do.
8. Video Testimonials are more accessible to different people and learning types in your construction marketing.
Let’s think about other people for a moment here.
There are lots of people online who have difficulty with reading.
They may have dyslexia, not be able to read at all or language barriers with text.
There are others who are visually impaired.
Other people who are hard of hearing.
Video is one of those mediums that is one of the most accessible for the public.
Those who may be hard of hearing can still watch and social media offers subtitles for them to engage.
Those who are visually impaired can still listen to the stories and testimonial being told.
Those who struggle with reading can watch the video and hear the words instead.
By including video in your business you open more doors to more people straight away.
And they get to become a part of your world and communicated to as to who good your constriction business is for consideration for their own work…
9. Video Testimonials allow you to promote multiple products, services, and client types for your construction marketing.
Here’s where your constriction video testimonials start to get super powerful.
Not only can you have one client featuring on a construction video testimonial but with some clever editing – on your part or using a professional company like ours – you can feature multiple customers that are talking about multiple services.
For example.
You run a building company.
Specialising in helping homeowners in the affluent area of Hampstead, North London create more living space for their families and adding £££’s onto the price of their property when they come to sell in the future.
Your ideal clients (as we just mentioned) have been identified as high-end homeowners.
So we will ONLY feature those clients types.
But one of those clients might talk about the loft conversion you built for them to add another bedroom upstairs for their growing family.
Another, might talk about the kitchen-diner extension that has been designed to create more space for entertaining.
Another might talk about the Garden Room that has been created as an at-home office for the business owner who lives there.
Once you have a collection of video testimonials, you have the content you need to stitch them together for more general marketing where we actually get to hear about all the service types you offer your ideal client.
📹 If you want to see how it’s done, check out this client construction video testimonial.
10. Variety of ways to capture construction video testimonials – including cost effective one.
Asking a client to leave you a written review is likely not going to cost you anything.
Which is great.
Free marketing.
But don’t let that put you off of working on video testimonials.
They will require a little more effort but the pay-off is going to be huge.
There are a number of different ways you can capture your constriction video testimonial reviews.
💡 Clients send you their own selfie videos they’ve made on their phones.
🏆 PRO: These cost you absolutely nothing.
🏆 PRO: In this day and age, there is certainly something additionally powerful with client generated marketing assets in helping enquiries and conversions.
❌ CON: You’ll be waiting entirely on the client to make this for you and it will likely need to some chasing.
❌ CON: Without you there, you have very little control over what is actually produced, the quality of the video and that all the right things are shown and said.
💡 You interview and film a client on site on your own camera phone.
🏆 PRO: The content of the video is entirely in your hands. They will answer based on what you ask them, meaning you’ve got a high chance of all the ‘good stuff’ you want being included.
❌ CON: You are responsible for everything. The lighting, the sound, the questions, the editing, dates/times of filming, reliability of customer. Yes, even if you are filming this on your phone you still need to consider all these things and the result still needs to be of a high enough standard. If you’ve never done something like this before this can feel intimidating.
If you are giving this strategy a go (go you!) then here’s a little help… 5 Questions to ask your construction clients to create a money-making video testimonial.
💡 You get a top-notch video production company to handle the entire thing for you.
🏆 PRO: A video production agency will literally take care of everything. You can sit back and let the pros do their video magic and come up with the goods! (You can check out our video production work if you’re ready to go pro here.)
❌ CON: Working with a great company isn’t cheap. But if you use this video online for year and years to come, that helps secure projects to take your construction business to the next level, how valuable is that to you?
⬇️ 10 Reasons Why Testimonial Videos are the Ultimate Review Types for your Construction Marketing Rundown:
1. Your clients do your construction marketing for you.
2. Help increase conversion through storytelling.
3. Bring the human element to your construction marketing ideas.
4. Your construction marketing becomes more credible.
5. Build trust for your construction marketing.
6. Capture more detail than written reviews.
7. Help your business become more visible online.
8. More accessible to different people and learning types.
9. Allow you to promote multiple products, services, and client types.
10. Variety of ways to capture construction video testimonials.
🛠 Need a little more help nailing your Construction Review and Video Marketing?
Course you do.
First. Let’s work out where you are with all things Brand and Marketing.
Got 3 minutes?
Take our Trades Quiz to discover how you score with all things ‘Off The Tools’.
We have heaps of tips, tricks, and hacks for your Trade and Construction business in our cheat sheets, videos and ideas waiting for you on the other side… i.e., your results page.
So, you can improve your score. And NAIL your Trade and Construction business.
Nice.