Video’s Potential In Real Estate Internet Marketing â€“ Part 2
In my previous post (To V Or Not To V â€“ Video’s Potential In Real Estate Internet Marketing) I began by referencing a recent post by Jeff Turner (“Will Video Kill Virtual Tours?“). Jeff stated that video will NOT kill virtual tours but that video â€“ well done and appropriate to the situation â€“ has great potential and a promising future.
I referenced a video produced by TurnHere as a shining example of what video can, and I believe, must become to fulfill its promise. In case you missed it, here it is. I urge you to watch it.
As I said in my earlier post, it cost $2,500. It was worth it.
We’re now looking at the question: Besides price, what else should be examined to determine what makes for effective Internet presentations?
An awareness of and focus on the goal(s) of the presentation.
As obvious, even pedantic, as this seems, I have seen many Realtors lose sight of why they are doing a presentation in the first place. I believe there are two goals in creating any listing presentation.
- Sell the house; and
- Attract new clients
In order to sell the house, potential buyers must want to see the house. And in order to attract new clients, people must want to meet the Realtor.
So whatever presentation is created, it must engender those desires in viewers.
The strongest possibility for achieving those feelings lies in being able to stimulate an emotional response from viewers. The stronger the emotional impact the greater likelihood that the viewer will act, i.e., come see the house and meet the Realtor. And even though potential buyers visit homes whose presentations convey only information, they tend to visit the ones with which they emotionally connect first.
Any medium that achieves high quality has a good chance of communicating emotion. And that begs the question, what constitutes high quality?
I believe there are two components:
- Each element of the presentation must be good on its own. In the case of video: videography; lighting; the appropriateness of the background music; the physical flow of the show; the content of the narrative script; the performance of the narrator â€“ each of these elements must be appealing in their own right.
- And all the elements must be seamlessly meshed to create a polished experience that has a harmony. It transfers not just information about the house, but a feeling of seeing yourself in the space, living in it and loving it.
In today’s market, homes typically stay on the market longer. If, for example, you’re showing the exterior of the home in a summer setting and it’s December and there’s snow on the ground, you are immediately telling the market that this home has been for sale for quite some time.
In cases where that potential exists, you should ask yourself: How easy will it be for me to make changes quickly and cost effectively to my initial presentation? If the cost is high, what does that do to my marketing budget for this property and how might it affect my other marketing efforts?
Cost, Goals, Quality and Flexibility.
Those, I think are four major elements to evaluate in deciding on what medium to use in any given situation.
All great presentations have one thing in common – they communicate emotion.
They take the thing or concept being presented and stir the desired emotions in the hearts and guts of the audience. The reason is simple; people act and make decisions based on emotions. Political leaders go to war, business executives buy and sell companies and ordinary folks buy their homes â€“ based in large measure on emotions. That’s a fact.
A great presentation using only still photos will do a better job than a bad or mediocre video. A well done virtual tour will be much more effective than a mediocre video. A bad presentation, in any medium, serves only to communicate information. Emotional connection is immediately broken with an inferior presentation. Behavioral scientists know this. People who preach that video is superior simply because it’s video are spouting mindless techie-babble.
Although video might offer the greatest potential, it also has the greatest degree of difficulty. It contains more elements and the skill required to blend those elements and make them work seamlessly requires extensive experience and artistry. The mere existence of a video camera put in the hands of an inexperienced person or a so-so videographer doesn’t have a chance of living up to the potential. I can’t hand someone a tennis racket and say, “Now you have the tool. Go play like Roger Federer.”
I believe that the responsibility of any professional is to know what tools and resources are available to do high-quality work that consistently delivers great results. You must be familiar with the relative strengths and weaknesses of every product and service out there so you can do a proper assessment and know what to use and when to use it.
Competent, professional judgment is critical. Being able to communicate your judgment to clients who oftentimes must be protected from themselves is part of being a professional.
Whoever thinks that: doing something badly and insulting the senses of viewers is a good idea; it’s OK to do it wrong because doing it right costs too much; and using something that doesn’t work just because it’s new and cool is the way to go â€“ well, that person got it shamefully wrong.