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7 Painless Tips for Great Property Videos

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By Patty McNease, Director of Marketing, Homes.com

realtor_shooting_videoIn today’s tech-savvy real estate market, where Millennials continue to be the group that real estate professionals want to reach out to most, video plays a vital role in generating leads and connecting with prospective clients. But, to some, producing the videos can be painful and time consuming.

In the grand hierarchy of conveying a real estate message, text can provide details about a home and tell its story, but photos bring those factors to life and video enhances them even more. Video can help boost the message you want to get across.

Let’s face it; a home that is showcased with quality video on social networks can do wonders for netting prospects and even enticing homebuyers to want more information.

1. Do-It-Yourself. When video was first making its way to real estate listings, some people were hiring professionals to create the perfect look, but thanks to improvements in camera phones and inexpensive pricing on video cameras, shooting a video can be done by anyone. Plus, with consumer-friendly editing equipment available, becoming real estate’s version of Scorsese is a breeze.

2. Highlight the Community. Most real estate pros have already started offering virtual tours of their listings to provide a homebuyer with a 360-degree look through a house before they commit to seeing a property in person. But videos should also be used to capture the neighborhood the home resides in as well. Take some videos of local events or community parades and let people see the camaraderie and neighborhood spirit. If the local high school has a championship-caliber sports team, highlight that through videos. The possibilities are endless.

3. Interview the Neighbors. Some savvy documentary-style real estate pros are using video to do interviews with people in the community talking about why they love it. This unique way of capturing a town will appeal to those who want more than just a home—but a community to call their own. Stop in the local coffee shop or children’s bookstore and capture the voices of the people who know it best on film.

It’s never a bad idea to run some commentary over a listing either. Have the current owner talk about the joy of hosting a backyard party (with images of the deck and yard) or the great sunlight that comes in through the kitchen windows (with images of a decked out table for brunch). Use emotion to connect to the potential buyer.

4. Add Local Market Data. Another great use of video is to highlight real estate data and comps through creative video approaches. Some real estate pros have been known to bring in multimedia experts to present this important data in interesting and informative ways, which are sure to catch a buyer’s or seller’s attention more than just looking at some numbers on a chart.

5. Liven It up with Music. Whenever a real estate pro uses video, they should always make time to consider the music that should go along with it. Because of copyright restrictions, you can’t just add in the latest song to play in the background, but that doesn’t mean you can’t have some hip music. Contact a local unsigned band and ask permission to use some of their stuff (if it fits), or head to YouTube’s audio library and utilize some of the royalty-free tracks they offer. Millennials will stay focused on a video longer if there’s music they enjoy hearing.

6. Share It on Social Media. Speaking of YouTube, uploading your videos to a dedicated YouTube page is a great way for real estate agents to get their listings seen. So does putting them on Facebook, Instagram and Twitter. You want to do all you can to get your videos seen, so make sure they are on more than just your website.

7. Make It Easy on Yourself. For pros looking for a simpler, yet slick, way to showcase their properties with video, let Homes.com do the work. Not your typical video tour, Homes.com’s listing videos provide sellers with custom video that brings their home to life with animated visuals of property amenities, local information like area demographics, map views, local listing comparisons, mortgage rates and monthly payment, social share options – and best of all, it’s narrated by a professional.

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5 thoughts on “7 Painless Tips for Great Property Videos”

  • steve says:

    I would have liked to read about more technical issues using video. In the past I have had problems transferring video files from the phone to the internet.

  • Kemp Howland says:

    Perhaps where author Patty McNease lives the agents are all capable of recording professional video, and editing said video into a clear, concise and cohesive marketing tool. But that is not the norm here in Central Florida. In fact, much of the video posted by agents here does more harm than good in terms of getting buyers to inquire about a listed property.
    Agents are posting unedited camera-phone video; replete with poor lighting, disjointed audio, and video so shaky it is difficult to watch.
    This is a disservice to the seller, who trusts his or her agent to act professionally in the marketing of the property, and to the buyer, who is – at best – deprived of the opportunity to gain additional familiarity with the property. I have watched several buyers simply cross a property off their list because the quality of the video was such a turn-off.
    Agents should be encouraged to learn something about filming and editing to insure a high-quality production. As it stands now, any idiot with a camera phone is encouraged to believe they are the real estate version of Martin Scorsese. (Seems I read that somewhere!)
    One more thing… an amalgamation of multiple photos with a robotic voice-over is hardly a ‘video’. The sad truth, however, is the robotic, automated video offered by Homes.Com is far superior to most agent-produced videos.
    Once again, our industry suffers from an extremely low cost of entry… wherein anyone who can pass a ridiculously easy test can gain a license to practice real estate, and anyone with even the most modest video recording equipment can create pathetic, amateur marketing material and post it for all to see.
    We need some basic standards for marketing video, to which all agents must adhere.

    1. Jeff Geoghan says:

      Spot on. Cameraphone video is virtually impossible to manipulate into a clean listing video. On the bright side, getting an inexpensive HD camcorder, tripod and lavalier external mic is very affordable!

  • Kemp – Thank you for your feedback. You are right; many agents are not familiar with the basics on how to create videos and can therefore ‘do more harm than good’ as you say. There are many resources with best practices on how to approach video so that it’s not as intimidating to create and promote. Investing the time to study the basics, use the right equipment and apps to produce it, you might be surprised by the outcome. Here’s a link to a recent article that offers the foundations of real estate video creation and marketing
    http://connect.homes.com/2014/03/the-secret-sauce-to-creating-real-estate-videos-part-2-filming-on-a-budget/. Hope that is helpful!

  • If you are a listing agent. Then make the investment in yourself to learn the latest technology and INVEST in your “Business”. My Sellers would be shocked if I walked through their home with a camera phone. Either hire a professional for your listings or again…make the investment and learn what you can do. The wheel does not have to be re-invented here….many agents are doing it and doing it VERY successfully.

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