The Problem for Greenland Pro Cleaning
As a home services provider, Greenland Pro Cleaning LLC requires the trust of its customers to succeed. One method by which a customer can trust a business is by receiving a referral from family, friends and business connections. Another is by Google reviews, which provide social proof for prospective customers searching on Google. Both of these methods take time to accumulate, therefore, I considered other strategies to accelerate its growth.
The Vision: Leverage Video to Gain Trust
Build trust for prospective home cleaning customers through an evergreen brand video to be used on landing pages, organic and paid social media, Nextdoor and Google Business Profile.
The Execution: Low-budget Production
This video was produced almost entirely in-house. Two of my employees, Jennie and David, volunteered to be on-camera talent. For the location, we borrowed a house from someone in a business networking group I was a part of in Asheville.
We spent a day filming staged cleaning scenes at the house. Jennie and David wore their usual company uniform, including branded shirts. I used video gear I already owned from my time spent freelancing as a videographer and video editor periodically since 2019. I did purchase an Olympus 17mm F/1.8, a wider lens that’s about equivalent to a 35mm that would allow for roomier indoor scenes.
I edited the footage in Adobe Premiere Pro. I wrote a script for the voice over, which was performed by Los Angeles-based voice actor Jess Fisher. I opted for a female voice actor due to evidence that female voices are perceived as more trustworthy to consumers. See this study by CXL.
The end result is a 60 second evergreen brand video. I also exported a 45 second video to A/B test against the longer version. I also exported a 45 second video in 9:16 format for use as an Instagram reel.
If I hired a video contractor, I estimate this video would have cost at least $2000 to $2500 in total. Including the voiceover costs, staff labor and mileage reimbursement, the direct costs of this project totaled less than $500.
The Results: High Budget Impact
In August of 2024, I ran the video as a Meta ad, with placements on Facebook and Instagram feeds from August 14 to August 23 with a budget of $360.
This campaign resulted in three conversions (new bookings) resulting in $1431 in revenue with a ROAS of about 4x. The campaign also generated three leads via landing page’s lead form, and one direct email lead.
The video was also distributed to other channels, including Nextdoor, Google Business Profile, indexed web pages of the Greenland Pro Cleaning website, and various Facebook groups local to Asheville.
Due to the evergreen nature of the video, it has the potential to generate value for the company indefinitely.
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