Weekly Video Tip: How to Create a Powerful Agent Video Profile

By Stephen Schweickart Print Article

RISMEDIA, November 25, 2009—Today’s technology has produced a powerful marketing tool for savvy agents and brokers…but it carries risks as well as rewards. If you’ve considered doing one of those Agent Video Profiles, a little forethought can go a long way to help ensure effective results. To see VScreen’s video blog on this subject visit http://vscreen.com/blog, and watch this video:

Start by looking at your equipment. It’s always best to use a “Prosumer” grade video camcorder if you can. They’re usually described as a “three chip” or “three CCD” video camera. Make certain the camera can be mounted on a tripod, because you’ll definitely want to use one. Audio is also critical, so be sure to use a camera with an external microphone, such as a lapel mic, and record in a quiet area. Those inexpensive Flip video cameras, and even webcams, can also be used, but there’s usually a noticeable compromise in both video and audio quality.

Before you film, make sure lighting is adequate, illuminating you from behind the camera…and not over your shoulder or from behind you (including sunlit windows)…which may darken the picture. It’s best to experiment with warm incandescent lighting from table and floor lamps (not fluorescent) for best results…and remember to watch for shadows. For those who anticipate making videos on an ongoing basis, including home tours or perhaps testimonials, investing in a light kit (a minimum of two tripod mounted lights with umbrella-style reflectors) is probably a good idea.

People like to do business with people they like, so when the camera rolls, be both personable and professional. Smile…be friendly…and relax. Organize your thoughts…but don’t read a script. Use a cue card where a subtle glance at brief bullet points or key words can keep you on target. We recommend not looking directly into the camera…but instead just off to the side…interview style, like you see on 60 Minutes. Consider taping an “X” on the wall to focus on.

Begin with a brief personal introduction, with perhaps a short comment on why you enjoy building solid relationships with your clients, or what you enjoy most about being a real estate agent. From there, focus primarily on what you bring to the table for the client…not your hobbies and interests. Turn features into benefits. Instead of 20 years of experience…it’s “two decades of getting to thoroughly know the market and buyer/seller perspectives.” Instead of “winning” the Realtor of the Year Award…it’s a “commendation you earned by focusing on excellent customer service and attention to detail for your clients.” Remember, even though it’s your profile, it’s ultimately about the client.

Keep it brief and tightly focused…under two minutes is best. Don’t be afraid to use a little appropriate humor, or offer a free service such as a market analysis of their home’s value. If you have editing software, intersperse a few clips of action shots (you working at the computer or on the phone) to add variety. If you don’t have software, there are lots of inexpensive video editing programs available on the Internet. Simply Google “video editing programs” to see what’s available. Reading independent product reviews and ratings for editing programs is also a good idea. If you don’t want to edit the video yourself, secure the services of a professional editor.

Be sure to practice your presentation thoroughly. Record a few practice sessions and critique them with help from friends and family. But remember, it’s more important for your presentation to be authentic and personable than it is to be technically flawless. When it’s time to record the real thing, do three or four takes, and then select the best one.

When finished, post your video on YouTube, your website, in social media, and everywhere else you can think of. And don’t forget to include your personal contact information. Good luck!

Stephen Schweickart is the co-founder of VScreen. For more information on this topic, visit VScreen’s blogsite at http://www.vscreen.com/blog/.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

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