Online Promotional Videos for Contractors

Videos can show your prospective clients:

• what you look like, as well as a flavor of your personality;
• an indication of how you conduct yourself on the job;
• that you’re knowledgeable about the subject matter of the video, even if it’s brief, and even if it’s strictly informational regarding the building process;
• that you’re busy with work and not sitting around waiting for the phone to ring;
• that you’re comfortable with technology; and
• that you’re confident engaging your prospective clients by putting yourself out there on the Internet.

Consumers will naturally feel more comfortable with a contractor they can see in action before hiring him, which is actually a rare opportunity.  Think of your video as an audition that you’re offering your website visitors.  At the very least, it’s a visual advertisement, which consumers are used to watching for the products and services they want to buy.  All things being equal—including licensing, experience, building style, and overall pricing—the contractor who offers a video of himself and his crew on the job will surge ahead of the competition.  Creating familiarity ahead of your actual appointment is something that will stick in your prospective clients’ minds.  As the saying goes, “A picture is worth a thousand words.”

• Write a basic script beforehand, so you have a general idea of what you want to say during your commercial.  The more comfortable you are with the material, the better it will sound when recorded.
• Appear in your own videos.  Unless you look like a serial killer, you should be the star of your own website videos.
• Rehearse.  If you have a camcorder (or even a cell phone with video capabilities), take some time to practice being on camera.   When the camera turns on, even a confident contractor can lose his or her composure and come off as uncomfortable, unsure and maybe even unqualified. We typically look and sound different when recorded, and getting comfortable with those differences before your shoot will translate to a better commercial.  If you don’t have a camcorder, practicing in front of a mirror can be helpful.
• If you’re shooting in a studio, wear crisp-looking attire, which translates well on camera.  Consider having your clothes professionally dry-cleaned and pressed.  You want to look as professional as possible.
• If you’re a man, considering getting a haircut a few days before the shoot, and shave as late as possible before shooting (you might even want to consider bringing your razor to the shoot and shaving there).
• Dress appropriately for both the job and the image you want to present to your viewers.  Save your on-the-job videotaping for a day when you won’t be covered in mud or dirt, which will make verbal and visual communication more difficult.
• Do vocal warm-ups before the shoot.  As silly as this may feel, having a confident and commanding voice can really help you connect with your commercial’s viewers.  It doesn’t need to be much:  clear your throat, open and close your mouth a few times, and maybe try a few tongue twisters that you remember from your childhood.  What’s most important is that you prepare yourself to speak clearly and confidently.
• Look at the lens of the camera, which translates on video as making eye contact.  Look directly at the camera to show that you are engaged and ready to demonstrate your prowess as a contractor.  Try not to look down between sentences (unless you’re referring to your script), as this can convey shyness and a lack of confidence.
• Smile!  Remember, your clients want to feel like they can trust you and be comfortable asking you questions about their project.  If you appear relaxed, comfortable and happy, your potential clients will be relaxed, comfortable and happy while watching your commercial.