By Stephen Schweickart
Whether the market is good or not, real estate is always a hot topic. People crave real estate information, because it often hits close to home, as well as the pocketbook. Brokers and agents can capitalize on that interest by creating videos that meet that need. The question is, where and how do you begin?
The answer can often be found by employing a technique used by the news media. Look for a national or regional story with a local, real estate-related spin. For example, if national mortgage rates go down a point or two, how much savings could generated by refinancing a typical home in your neighborhood? If the government imposes stricter guidelines for mortgage lenders, what does that mean for local borrowers? How do rising gasoline prices impact the marketability of rural homes, or the monthly budgets of local families struggling to make house payments?
The key point to remember is to keep it local. It’s been said that all real estate is local, and when it comes to getting the attention of viewers, it’s the silver bullet. Even something as basic as filming a home video tour can be further localized by focusing on neighborhood shopping, schools, and entertainment. Your video camera can become the portal to local information your viewers may find nowhere else.
One final point: Surveys have shown that the actual information contained in videos is more important that the sophistication of the video itself. In other words, don’t give up if you don’t have a high def camera, special lighting, or even an external mic. Video content that is carefully selected and locally focused will carry the day, as long as it’s easily seen, heard, and understood.
Stephen Schweickart is the co-founder of VScreen. For more information on this topic, visit VScreen’s site at http://www.vscreen.com/.
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