Feb 21 2007
Why Are Your Shows 30 And 60 Seconds Long?
We get this question via email a few times a week, so we felt it might be a good topic to cover here.
Our main Shows are either 30 seconds or 60 seconds. This will always be the case. We allow an unlimited number of photos in the secondary slide show that is accessed by the “more photos” link. They do not appear in the main Show.
We’ve done significant research and experimentation concerning the optimum length of Shows. Let me share with you our findings, our experience and our conclusions.
Our objective is to help you be more effective and to help build your business.
Our shows work as 30 or 60 second commercials. We developed our technology and crafted our presentations with that in mind. The feedback we’ve received from real estate agents and from the general public (your client base) overwhelmingly says that when people view our Shows they feel as if they are watching an effective, evocative commercial.
The key in having our commercials be effective is attention span.
We all know that television commercials are 30 or 60-second spots. The reason is attention span. It’s not money, or technology limitations. We could create Shows of any length. Our research supports attention span maximums of 60 seconds. In addition, during an earlier stage in our product development, we did some custom Shows (at a much higher price) for a select group of real estate agents selling multi-million dollar homes. The Shows ran 90 and 120 seconds. There was no increase in viewer or client appeal. Some viewers asked the real estate agents why the Shows were so long. Cognitive science prevailed. Presentations have no more than 60 seconds in which to make an emotional first impression on a viewer.
The goal of our commercials is to have viewers say, “I want to see that home and I want to meet that Realtor.” That is best achieved in 60 seconds.
Here’s why our Shows are effective.
In the first 30 or 60 seconds, we capture the emotional interest of the viewer. That is essential if we want the viewer to act (contact the Realtor and go see the home). Once we capture their interest and the viewer wants more information, we provide that information in the form of additional photos – as many as the Realtor chooses to put up. Bear in mind that the viewer always becomes unconsciously hooked in the first 30 to 60 seconds. Everything beyond that is research – wanting more information. Making the shows themselves longer runs the risk of having the viewer lose interest by having to continue to watch a commercial after they’ve decided they like the product. That’s talking past the close.
We’ve created our commercials for homes at all price points – from under $100,000 to in excess of $12,000,000. The same format has produced outstanding results across all price points because all of our unconscious minds want the same thing.
The keys to optimizing the impact of your Shows are:
- take good photos
- arrange them in an inviting order
- adjust camera movement for maximum dramatic effect
- write evocative titles for your scenes
- and tell an interesting story about the home in the Property Information section of the show.
Maximum emotional impact is best achieved by paying attention to all those elements.
We truly believe that the combination of all of the above is the key to having the absolute best, most effective Internet presentations in existence.
No Tags
Thanks for pointing me to this article, Jeff. Great information. As I thought about my question of a longer show after I wrote the comment, it occurred to me that it really did not make sense. Capturing interest quickly, then giving them the information that appeals to them emotionally but without a protracted period of time is the key for the Internet buyer. I know that in myself as well. Thanks!
Jeff, I’m so glad it was helpful!
That’s all very well IF what you are presenting IS simply a “commercial”. If, on the other hand, we want to use the show as a virtual tour of the house, to a prospecive buyer who is out of state and can’t actually walk through the house in person, then 9 pictures won’t do it.
I understand about putting up more pictures- but to have them moving would be nice.
Leslie… I can understand your argument. I do think that virtual tours of homes are commercials, however. The goal of the Show should be to get them to visit the house. That is best accomplished by enticing, flirting. I think that’s what we do. I’ve produced and watched some amazing Shows on homes well over $4 Million Dollars and sometime less is definitely more.
That said, we revisit this often and take into consideration user input as well as good communication science. We’re up for another discussion about it here pretty soon. Thank you for your input! It’s appreciated.
I agree that less is better!…I photograph and produce tours for many agents and they often want to incude a LOT of detail information in their shows, and of course I want to give them what they want. But personally, I think the best shows are the ones that have the least copy. Shorter more alluring titles are not only better but they allow viewers more uninterrupted viewing time! After all the presentation is designed to be an overall representation of the property and to “capture” the attention of the viewers. ” a picture really does tell a thousand words!
And there is plenty of room for the “details” in the section provided…
I am with Leslie. I also deal with out of area clients. It is not a case of “get them to visit the house”, it is give them enough info so they get excited enough to get on a plane. This commitment is much larger in resources than a jot across town.
I would just like to have that decision. If your customers are asking for it, you gotta give it to them - period.
I like pastel colors - you know like Martha Stewart - works for her, right? I like it, but my clients didn’t.
I now paint my houses the way the customers like them - guess what? I make more money.
1- Find out what they want
2- Go get it
3- Give it to them
That is the way to wealth
Anything less is - well - opening up an opportunity for your competition to take your clients away.
I like the REShows program - I really do, but I’m not real sure why Jeff is fighting this with his clients. “I know better - and you can’t have it - see it my way?”
I’d like a few more slides - from the sounds of it, others do too.
I am lovin’ REShows, I’d just like to tweak it.
I just sent in a question about this and was directed to this blog. I read through all the comments and have to agree with Brad. Having the option for a longer show/more photos would be great, but this would come with the education about the research advocating shorter shows - then the realtors as the customers could make the decision.
I do think the shows are very visually appealing and am quite happy with my choice to subscribe over the competition. Thanks!
I understand your point, but…I suspect that a person who is interested in the property would like to see more photos in the lively manner that is the Real Estate Show. The lively method of presentation is far better than a static, silent slide show. And, most important, why doesn’t the consumer (me!) make the decision rather than the vendor (you).