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Is Video the Key to Engaging Consumers?

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By Amy Chorew

RISMEDIA, June 8, 2009-You have less than six seconds to capture a visitor to your website. Can video be the key to engage the consumer? It could be, if your video appears to be professional. Creating good video is an art form-it gives a good first impression each and every time. If you ever need to be reminded of how bad real estate video can be, just visit YouTube and search for a city, state and the words real estate. So okay, real estate video is evolving.

So, what can we learn from industries who have already made video on their websites standard fare? First off, the types of videos we should have on our websites. Consider:

- A welcome message
- Testimonials from top clients saying why you are great to work with
- A property showcase
- Town profiles

The consumer comes to your website from many different entry points. Not everyone finds you by doing a Google search. So begin marketing your videos through your website, but also newsletters and e-mail campaigns. One potential entry point could be video syndication on sites like YouTube. There is also TubeMogul which allows you to post a video and then send it to YouTube and other sites like Blip.tv, Googlevideo, Aolvideo, Facebook and more.

Adding your videos to these sites is free and you take advantage of the social networking aspect of the Web. Make sure you set up a profile on YouTube or whatever video sharing site you choose. Add your photograph and pertinent information about your company.

Just for fun, go to YouTube, put in your city, state and the words “real estate” and see who else is marketing this way. You will see there is a gap for good video on real estate, one you can fill.

Also keep in mind multiple uses for your video so you have a great return on your investment. Once your videos are produced they can be packaged and marketed as:

- Banner video ads on relevant websites
- Client videos can be sent to potential new clients
- Video on your blog or eNewsletter
- Video clips can be sent to the press for new services or updates on the market.
- Also consider vendors, and industry websites that might welcome your video on their website.

As with all social networking sites, never, never sell. A topical video will get more play, increase distribution and visibility. It promotes you to expert and thought leader in your area. Your goal is to “inform and entertain. This will allow you to take advantage of the viral nature of video on the Web; people who find it interesting will recommend it and send it to others.

The product of Web video packs a punch. It can be highly engaging, keeps people there and consumers can take immediate action on what they see.
So, don’t leave them hanging. Try to include between one to four call to actions

Consider some of the following:

- Send more information
- Schedule appointment
- Ask a question
- Download PDF with more information
- Share video with a friend
- Subscribe to a newsletter or listing search

Make sure you track your results so you can gain insight into your prospects and develop better content as you go.

Coming soon: What makes a good video; What free products are out there to help create videos.

Amy Chorew has been in real estate since 1981, and began teaching REALTORS® to use technology in 1995. Chorew’s straightforward approach to education is backed up by real field experience that brokers and agents appreciate as they learn new technology skills. For a complete list of her courses, visit http://AmyChorew.com or call 860-276-1955. Chorew has developed a webinar/coaching series that associations and companies are using to help their agents thrive in this market. In this powerful new program, Chorew takes you by the hand and walks you through the technology you need to succeed in today’s market.

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