- Watching online videos is now a mainstream activity. 78% of people watch at least once a week and 55% watch everyday
- Branded video content reaches nearly half (46%) of all internet users in the UK. More than half of these people (54%) go on to click though to the brand’s website (Econsultancy)
- 80% of Internet users recall watching a video ad on a website they visited in the past 30 days; 46% took some action after viewing the ad (Online Publishers Association)
- Video promotion is over 6 times more effective than print and online (b2bmarketing.net)
- Dr. James McQuivey of Forrester Research says a minute of video is worth 1.8 million words
- 81% of senior marketing executives now use online video content in their marketing programs, up from 70% in 2011 (MarketingProfs)
- Cisco expects video to account for 57% of consumer internet traffic by 2015, nearly four times as much as regular web browsing and email
- 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text (3M Corporation & Zabisco)
We are now watching $3 billion hours of online video every day.
There is a drawback to this seemingly golden goose form of marketing. Amateurish production damages marketing. A video that looks like the Blair Witch Project will do the opposite of sell a home, and bad lighting, poor sound, a lack of editing and a lot of “uh, umm, uh” and blank stares make a bad impression. We encourage real estate agents, brokerages, teams and franchises to study long and hard before embarking upon video and when ready, selecting a quality videography team. The videos also offer some SEO benefits since YouTube videos (when done well) tend to rank well in Google search results. (http://agbeat.com/video/the-unavoidable-case-for-using-video-in-real-estate-marketing/)
As an agent, you must consider 1) your talent level and 2) your goals for a video.
The bar has been raised due to the inundation of videos the average person watches today. Quality, professional footage blending with quality, professional sound are both two very complex and specifically skilled talents that as full time agents, one does not necessarily have. So prior to going out and shooting, it is highly recommended that you go to school and spend a significant amount of time learning about the process, the software, the lenses, angling, sound technology, ect. A few sites that lend themselves to such training are:
If you can get your video abilities to this level you are doing pretty well. As a personal benchmark, anything of less quality would be a turn off rather than an advantageous marketing strategy.
Standard Real Estate
But, if you demand a personal higher quality, you need to know when you need a professional. Similarly to when buyers or sellers do not see the use of an agent, as an agent you can overlook the fact that you are just outside of your area of expertise and hiring someone ultimately more acutely talented will yield better results.
High End Real Estate
- Content builds trust
- Establishes you and your company as experts in the industry
- Gives you something to share in the social web
- Drives organic traffic through SEO and social media sharing
That is a heavy load for one video. Here are a few recommendations on how to achieve the results you seeking.
Branded vs. Unbranded. Winans and McDonough made the decision not to brand the first video and that worked in their favor. “Our names were still on it, just not our company,” says McDonough. “We did brand another video on just the Dallas-Fort Worth area but that didn’t go as viral,” says Winans.
Go Local. Winans and McDonough hired a public relations intern to write scripts for community videos, which they plan to start shooting in the next few months. “We’ve got 10 scripts done and in another month we’ll have eight more,” says Winans. These are videos that they’ll offer to their agents, who can then brand them to their name and the company. “We like that it makes them look like professionals and experts in the community,” says McDonough.
Find Talent. While the real estate executives used a production company for their first few videos, they found that local college students and recent college graduates were just as good but less costly. “We are getting the videos done, script and production, for about $400 a piece,” says Winans. “It maximizes our investment.” They simply put a notice out on Craigslist and interviewed the top four candidates. “The candidates had to have their own professional video equipment,” says McDonough.
Host Them on YouTube. To save on hosting costs, Winans and McDonough chose to host the videos on YouTube. “It’s the No. 1 video site, so our videos will get noticed,” says Winans. They also get the videos out via social media and through the agents.
Have Fun. “We love to shoot fun videos,” says Winans. A recent involved the agents in his office doing the Harlem Shake. “We had a blast and it’s has over 1,200 views on YouTube,” laughs McDonough. (http://realtrends.com/blog/how-to-go-viral-with-your-video-campaign)