Category Archives: video

marketing, real estate, video

Real Estate Video leverages Sunshine Coast property marketing .

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Watch marketing coach Tom Ferry talks about real estate video and how it can help real estate agents improve their marketing:

Here’s what he said:

1. Start your marketing with a real estate video.

So if you’re a real estate agent then Tom suggests that you need to do a real estate video tour of a property before you do your flyers, your postcards, and everything else.

“You shoot a video first on everything you do.” – Tom Ferry

Yes, he said “video first on EVERYTHING”, which means every listing and not just your $1million+ listings. That’s how important real estate video tours are today, and will be in 2018.

Why use video to market Sunshine Coast real estate? The reasons are as valid now as when I blogged about them six years ago!

  • video is engaging. It will hold a viewer’s attention longer than a static photo.
  • by telling a story appropriate to a target demographic, video can create an emotional hook between the content and the viewer. (Note: “telling a story” does not mean pan around empty rooms and replicate what the photos already tell the viewer).
  • video can deliver not only the spatial flow of the home, but also include the sounds of the home, further evoking emotional response. (Sell the sizzle, not the steak). Great for the long-distance buyer.
  • video distribution via Youtube and social media sites increases the visibility of any given property from a search engine standpoint.
  • video boosts the agent’s own brand power, in part by showing that the agent is willing to utilise new marketing technologies. By introducing the property on-camera the agent can begin a relationship with prospective buyers.

2. Use Facebook Live video.

Tom also mentions the importance of using Facebook Live (which he mispronounces).

What can real estate agents do with a Facebook Live video?

Well, you answer the questions and concerns that people in your area have when it comes to buying and selling real estate. How do you find that? You ask them, and it’s as easy as posting an image or a post on your Facebook Page, and say, “What scares you the most about buying and selling real estate?” Use all of the feedback they give you to create lots of lots of small, simple videos of you addressing those concerns.

Still not sure?

“Google said that 85% of the world’s content will be video by 2019.” – Tom Ferry

That’s a huge number, but there’s a reason for that:

“The business argument for using more video is simple: it works.

The Web Video Marketing Council (WVM) says online video has become a crucial part of the sales and marketing programs for most business-to-business (b2b) organisations, with 96% of those surveyed saying they now engage in video content marketing. Nearly three-quarters report a positive impact on their marketing results.”

– ‘Show, don’t tell: How video is swamping the internet‘, BBC News

Meanwhile over at Facebook they’re saying that it will probably be all video by around 2019 or 2020:

Conclusion:

As mentioned, I blogged about video 6 years ago. Back then it was “the hot new thing”, and certainly, early adopters have been reaping benefits such as;

  • exposure for the agent’s brand, leading to…
  • increased listings
  • reduced time-on-market
  • higher sale prices

But it seems now that, because of factors such as improving internet speeds, the massive increase in our use of social platforms and the embracing of video by those platforms, that video has come into its own and will continue to flourish as a marketing tool.

Propertyshoot films a real estate video on the Sunshine Coast
Jon May of Propertyshoot using a portable jib, or ‘crane’, to create a video clip in a Sunshine Coast home.
marketing, methodology, photo, real estate, technology, video

Behind the Scenes

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Like the fine art of cat skinning, there is more than one way to photograph the front of a home. Each method produces results pretty much in line with the time invested; from a single ‘snap’ to a composite of multiple photos, each individually lit, taken over 30 minute window. Here is a short video that shows one way of capturing and processing such a photograph shot at twilight.

Coolum, methodology, video

Ninderry Sunset

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Time-lapse photography ‘speeds up time’ by taking a series of photos (here taken every 3 seconds) and playing them back at 25 photos per second. As with any video, the music contributes to the viewing experience in a synergistic manner, and can have overriding affect on the mood and message. See the minions (commuters) scurry to their work! 😉

marketing, methodology, video

Cat Crazy

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I do love cats, but recently was able to video two superb catamarans for the guys at Multihull Solutions In Mooloolaba. Filming or photographing a boat involves similar skills and equipment to that required for filming a house; boats being rather like floating homes, albeit with low ceilings and the chance of drowning should one step over the boundary.

“Cattiva” is filmed with the camera gliding on a short rail mounted on a tripod. I love the soothing feel of such “slider moves”.

“Shellette” combines slider clips with walk-through’s, useful for connecting the various spaces in a boat or home. If you’ve ever carried a full cup of tea you’ll appreciate the jerky motion that could be imparted to a hand-held camera. This motion is smoothed out somewhat by mounting the camera on a gimbaled and counter-weighted ‘Steadicam’.

marketing, methodology, real estate, technology, video

Walk-through style property video.

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If you’re a sports fan you may have seen TV cameramen scuttling down the sideline, following the action with their camera mounted on a framelike contraption which is itself supported by a body harness. That’s a steadicam, a device designed to absorb the ‘bobbling’ motion imparted to the camera by the cameraman’s own movement. The result is smooth, almost floating, footage. If you’ve ever walked with a full cup of tea (anyone?) you’ll appreciate the challenge of keeping that liquid surface motionless.

I recently purchased a small steadicam, scaled down for my camera. What a fiendishly frustrating device! Right up there with the rubber frypan!! However, just the tool for transitioning the camera between ‘scenes’, or rooms in the house.

Have a look at the ‘walk-through style’ video below which consists mostly of steadicam sequences, along with a dashboard intro!

marketing, real estate, technology, video

Sunshine Coast Real Estate Video

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Why use video to market real estate?
1) video is engaging. It will hold a viewer’s attention longer than a static photo.
2) by telling a story appropriate to a target demographic, video can create an emotional hook between the content and the viewer.
3) video can deliver not only the spatial flow of the home, but also include the sounds of the home, further evoking emotional response. Great for the long-distance buyer.
4) video distribution via Youtube and social media sites increases the visibility of any given property from a search engine standpoint.
5) video boosts the agent’s own brand power, in part by showing that the agent is willing to utilise new marketing technologies. By introducing the property on-camera the agent can begin a relationship with prospective buyers.

Well I’m convinced! So much so that I’ve tooled up to offer real estate video on the Sunshine Coast. Here’s my example…