The volume requirement for testing
To test, you need content. A lot of it. You want to see which video hooks work and which fall flat. A network gives you the infrastructure to run dozens of tests at once. You should be collecting clips that have different openings, different tones, and different focuses. By feeding this into your network, you can identify the winning elements much faster than you ever could with traditional paid campaigns.
The beauty of raw assets
Growth experts know that raw content is often the highest converter. It doesn't look like an ad, so it doesn't get skipped. You should prioritize content that feels like a real user sharing their experience with your real estate. This might be a video of a new resident using a gym amenity or a site manager explaining a milestone. These clips are gold for driving organic reach.
Systemizing content collection
You need to create a flow that brings this content to you without adding friction. If you have to spend hours editing, you have failed. Create a simple, low-effort way for your team to provide you with raw files. A provider like TIDE will take these raw files and distribute them across your network. Your job is to keep the pipeline full of fresh content for them to distribute.
Learning from the feedback loop
Every clip you upload is a data point. Watch the engagement closely. You will quickly see which types of footage drive the most clicks to your project pages. Use these insights to guide your next round of content capture. This is a powerful, automated way to learn what actually works for your audience, allowing you to optimize your reach and impact across your entire property portfolio.
Use raw, high-volume video content to power your network, allowing for rapid testing and data-driven insights on what drives your growth.
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Follow-up questions
What should I look for in a video?
Look for hooks, clear shots of the project, and a sense of movement. The first three seconds are the most important for grabbing attention.
How do I scale this?
Create a simple guide for your staff. Tell them to film for 30 seconds every day. That is enough to keep your network growing.
What if the content is bad?
If a clip does not perform, it is a lesson. You don't have to use it again. The beauty of the network is that you have many chances to win.