By Rudy Bachraty
Real estate professionals, brokerages and brands are embracing video now more than ever before. With the New Year fast approaching, now is the time to ask yourself, “How do we implement a winning video strategy in 2013?” To help you get on the right track, we’ve interviewed leading real estate brokers and brands to identify the hottest real estate video trends occurring in our industry. Below you will find a short summary with key insights and links to each interview:
Trend 1: Hyperlocal Storytelling – Lincoln Crum, Keller Williams
Focus on selling the community, not just the listing. Videos help tell a story well beyond what consumers see with text and photos.
Trend 2: In-House Filmmaker – Tom Flanagan, Residential Properties
Today’s real estate brokerages are media companies. In order to maintain brand quality, increase video production volume and lower costs, some real estate brands are bringing production talent in-house.
Trend 3: Market Report Videos – Matt Leone, Halstead Property
Valuable real estate data can be boring – make it stand out with video. Real estate brokerages can hire talent to present data on camera in fun, interesting and informative ways that attract the consumer.
Trend 4: Geo-Targeted Community Videos – John Coley, Lake Martin Voice
Focus on a using video to feature unique areas of consumer interest – e.g. lakefront community, outdoor activities. Give people your unique perspective of the area and its amenities.
Trend 5: High Quality DIY Filmmaking – Charlie Dresen, Prudential Steamboat Realty
You don’t always need to hire a filmmaker to get professional looking videos. Practice, practice, practice and watch lots of tutorial videos to perfect your filmmaking. While it’s not for everyone, becoming your own producer can save you money and give you a leg up on the competition.
Trend 6: Camcorders to DSLR’s – Ted Mackel, Keller Williams
Having the right video camera equipment is essential and this equipment is more affordable today than ever before. Consider selling that camcorder of yours and buying a DSLR (camera body). DSLR cameras provide depth of focus and more control over all aspects of cinematography.
Trend 7: Rental Property Videos are Hot – Jack Gately, Proper Realty Group
Rental videos are hot and inexpensive to produce. Why? Well, for one a professional look is not always required. An agent’s goal is to increase consumer reach and frequency while the renters often want to see an apartment in its natural state rather than in a “staged” presentation. Video might just be the perfect answer.
Trend 8: Luxury Lifestyle Video – James & Christine Dwiggins, Realty World
Similar to real estate videos, luxury lifestyle videos often involve similar info about the property, its amenities, community and lifestyle. However, luxury video often features production on a much grander scale. If executed properly, these videos can attract a variety of audiences in a specific market while gaining broader reach for your brand.
Trend 9: From Agent to Broker – Doug Heddings, Heddings Property Group
In a crowded NYC marketplace, professionally produced video helped Doug win listings, sell more homes and eventually even open his own brokerage. Doug discovered early on he was best served letting the filmmakers do their work while he focused on the bigger picture, the art of selling real estate.
Trend 10: Man on the Street – Gus Waite, Renting New York
What is one of the least expensive ways to cover a local area and stand out in your community? Ask the people who live and work in there why they love it – their responses are priceless. Consumers can relate to regular people talking about the benefits of an area. Heck, over time you may even become a local celebrity.
Trend 11: Meaning and Emotion – Rossi, Rossi Speaks
Too many real estate videos are not connecting with consumers on an emotional level. Instead of asking yourself, “What would I want to see on video?” consider instead answering the question, “What does it feel like to live here?” For example, for property listings – have the owner describe how the sunset in the backyard makes them feel. For a sub-division, have local residents talk about how its park or pool brings people together.
Rudy Bachraty is the director of Communications & Partner Strategies for WellcomeMat. For more information, please visit www.wellcomemat.com.
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