Video is one of the most misunderstood aspects in marketing real estate today.
This is because of the perception that video requires Commercial quality production in order to be effective. Nothing could be further than the truth.
For the purposes of this post allow me to divide online video into two camps.
1. Commercial Quality Production
These are basically either video virtual tours or essentially what amounts to a commercial for your business. No matter what, video has a learning curve, especially if you are going for the high end look and feel. WelcomeMat has made that a bit easier creating what in essence is a ELance for video production.
The Video Production Board on WellcomeMat is your quick and easy way to anonymously post a project and find a video producer that best suits your needs; whether you are hiring a producer for the first time, or looking for someone new to fulfill a specific need, the Production Board is your spot!
2. Guerrilla Marketing
I believe this approach much more effective in the online medium.
- For one reason the high end type virtual tours and commercials are as BORING as a course in calculus. Remember there is a reason people are leaving their television sets to go online. TIVO is a big hit for a reason. Even high quality has a "been there seen that vibe".
There is so much more you can do creatively with video.Put your focus on the story you want to tell, rather than worrying about production. Typically your audience will be more forgiving on your quality as the content ramps up. However, commercial grade production with a guerilla creativity can be highly useful. And it is as easy as operating your own family camera.
What do I mean by Guerilla?
- Visit your "farm area" and interview happy clients and old time residents. Piece together residents and kids all enjoying the community. Get the public plunge, the neighbors walking dogs and smiling. Get snapshots of the shopping and amenities of living in this great community of people.
- Do a 007 type Hunt for San Diego's best Home Value. Let your creative juices flow on this one. Basically you do a tour of the best values in your market. Doesn't this sound better than San Diego's Foreclosure Tour? The word Foreclosure can conjur up visions of fixer uppers.
- Do you know all those flyers your escrow, title, and inspection guys give you? All that stuff noone ever reads? Interview your rep and have them explain the legal stuff in human terms. You will have a better chance of writing them into your next offer if your client already "knows" them.
- Virtual Tour. Yes a virtual tour does not have to be so virtual tour like. Who said it has to be so empty, so vacant of life? Add some pep to it, without making it seem too crowded. You can also put an edge on the video by not making it follow the same formula that everyone else follows.
There is a natural human law where we have to know how a "story" ends. It causes us to want more. Thus, for example showing a child jumping off a diving board into the pool, but cutting right before she enters the pool could leave the viewer unsatisfied and desiring a finish. Haven't we all heard the phrase, "I just need completion" in a broken relationship?
There is another element that artists use quite a bit where they will place symbols or objects that have no relationship at all with an otherwise symbiotic design. Thus, a round object in a very square room will draw attention. Over the centuries it is believed that some artisians have actually crafted in almost subliminal markings to make their point.
I am not saying to attempt outright manipulation. But as a thought I wonder what would happen if you placed a magazine on that round object that had a headline that said, "San Diego's Best Home Values", Or "San Diego's Best Home"?
I hope that has helped you to get your creative juices flowing.