Photography For Real Estate

22 Responses to “Interest In Real Estate Video Is Up Significantly In 2011”

• Phil Mandley March 2nd, 2011 at 11:09 pm #

  Hi Larry, great post.

  It’s slightly ironic that you would post on this topic today. I got an email about a few local real estate agents who have subscribed to the Better Homes and Gardens Real Estate Video service. It’s a totally automated service that takes still property pictures and puts an automated voice under it to describe the property. Below is the address if you want to check it out.

  http://www.youtube.com/user/BHGREClarksvilleTN

  I hope that other Realtors in our area won’t start listing their properties this way. I think it goes back to marketing professional video/photography to the 5% of Realtors who “get it.” Hopefully more full-time. professional Realtors in our area will.

• The Cooler March 3rd, 2011 at 3:50 am #

  absolutely !! I have pitched to two agents and both are on board – every property from here on in and some retrospectively. Video combined with stills of the same property means almost tripling my income for the one location.

  Thanks to Fred too for his very handy advice…

• Fred Light March 3rd, 2011 at 4:32 am #

  Yes, they have been saying that for many years. I spoke about real estate video at Inman Connect way back in San Francisco in 2008, then again at Inman in 2009 in NYC. Real estate video was all the buzz…. it was the ‘next big thing’. It was the hot topic.

  OK.

  I don’t think video will ever be mainstream in real estate. Even virtual tours of ANY kind and ANY flavor are still not on the majority of listings out there. Many MLS systems don’t even offer virtual tour options (I was recently told that Seattle MLS doesn’t offer tours!).

  I will say that MY measurement of video acceptance is based on how many NEW clients I get. The vast majority of my video business are the same people – over and over. I received 3 calls just yesterday from regular customers “I’ve got 3 to do… I’ve got 4 to do…. I need you for 2…”

  Yesterday I shot 4 houses – all brand new clients. The day before – 3 out of 4 were new clients. I get calls almost every singe day now from someone new, and that says something. And as someone who does absolutely no marketing to Realtors, these people are coming on their own to video – for whatever reason.

  But…. my clients are the top 4-5% of Realtors. They’re ALL super successful, good business people, and doing quite well even in this economy. They totally ‘get it’… they understand marketing, business concepts, etc. And they’re selling houses like crazy in very short periods of time (one of my clients sells every listing in 14 days or less – with very few exceptions). Those are the people who are attracted to video (and photography too). Every single one of these calls from new clients are the same – “When can you come?”. There is NO selling, no questions, nothing. Just schedule a time. That’s it! They’re ALREADY sold before they even connect with me.

  Two things that drive agents to video: #1 is competition… for sure. When a top agent in a market area starts using me, other agents see their #1 rival using me…. winning listings over them… and selling those listings. They KNOW they have to come to the listing table with video in their arsenal – or they’ll LOSE. It’s that simple. Sellers love video! (I have a sample of slideshow tours, spin tours, and other so called “virtual tours”, along with REAL video that I give to agents to sell AGAINST their competition and their “video” marketing. It’s a slam dunk listing tool. Competition is one of the biggest boons to this business. (Agents will sell their first born for a listing.)

  #2 Successful smart, business oriented agents know the value of having their OWN brand, being their OWN entity. Most Realtors are just clones – they all have the same business cards, the same template websites (or no website!), the same listing presentations – whatever they get for FREE from their broker. The only differentiating factor is that the (10 year old) photos on the business cards are different!

  Successful agents know it’s important to differentiate themselves and their brand. They want to be different – not the same. These people are embracing video in a big way as they know it gives them something that sets them apart from everyone else, and gets them more new listings (As they say, you have to ‘list to last!’). They don’t look at the value of real estate video PER listing (“I don’t make enough commission on a $300K house to justify the expense….”). They look at using video as a long term, overall marketing strategy to elevate their brand and get NEW listings – a concept foreign to 90% of real estate agents.

  Here are a couple of websites from two of my clients who have really embraced video in a big way this past year. Once they’re hooked, they go in BIG!

  http://www.NorthOfBostonRealEstate.com
  http://www.CahillProperties.com

• LarryG March 3rd, 2011 at 4:58 am #

  That is a great example of why marketing is so important. True video or slides set in a video format. Allowing agents to become aware of the difference sets you at a higher standard. It is also something to think of as shooting and arranging the storyline. Have some action scene that reinforces that this is a true video and not a slideshow or stitched panoramic sweep re-broadcast in a in a video player format. Try to get something like wind russling the landscape, flames – fireplace or gas stove burner, fountain, or even opening gates to a gated community. Would be careful with people scenes like kids on community playground or people in pool. On a golfing community, perhaps a moving golf cart at the opposite end of a fairway where people are indisinguishable, but a close-up of the hole and having a ball suddenly roll in would be better.

  At least the BHGRE is setting the expectation…now it is up to the photographer to raise the expectation.

• Geoff Captain March 3rd, 2011 at 6:17 am #

  What I’ve found, is that there is just not enough time to properly shoot video in one day; along with decent photos. I’ve experimented for myself while doing paid jobs, but never seem to find enough dedicated time for quality video, and I have no intention of just walking a camera quickly though a house while talking.
  What I’ve decided is to go after the high end brokers that will not only pay for video, but will give me access for 2 days (or 1 1/2 days). I just don’t think video is for the quick 1-hr shoot listings.

• Chuck Davis March 3rd, 2011 at 7:14 am #

  Comment to Phil Mandley,
  Please don’t take my comment as an insult, but rather as a strong suggestion. Your YouTube videos are nothing more than taking the photos which anyone can find on the MLS and adding a robotic voice. This method actually irritates people because you are not offering them anything extra that they can find on their own from simply looking up the listing. True video is the way to go.

• John Nilsson March 3rd, 2011 at 7:57 am #

  So far I am the only video photographer in our limited real estate market. Although producing a reasonable product with video and stills combined, I am finding it more and more frustrating as I cannot get my video product as sharp as my stills. I have found both my Cannon 5D Mark III and Nikon D300s produce video that is significantly softer and grainier than my D3 stills. This tends to jump out when you use stills and video in combination. I have not had any formal training in the mechanics of using the video aspects of these cameras. Perhaps I’m doing something wrong?

  Also, I find it difficult to bill significantly more for the additional time and effort of video capture and processing. I can’t get nearly what it’s worth to produce these things. I have spoken to a local pro sport video guy who said he found the same and is not doing real estate video for this reason. I took a Video production class at CU Bolder where the instructor said we should charge $1,000 per minute! Not even close.

• Scott Hargis March 3rd, 2011 at 10:11 am #

  Video is exploding, and it’s happening quick. Even last year it was just a blip on the radar, but in the past few months it’s getting more and more serious. My clients are embracing it quickly. I have no statistics, but to me the anecdotal evidence is overwhelming.

  @ Chuck — I’m pretty sure Phil M agrees with you — his comment seems to say that the “automatic video” service is crappy and he hopes agents WON’T use it.

  @ Larry G — that really says it well.

• LarryG March 3rd, 2011 at 12:11 pm #

  Thanks Scott
  I realized that that wasn’t Phil M’s personal work but referencing the local effort. I have the other problem locally, but it creats a nice void to fill. With a local university (Full Sail) that specialises in web, video and supporting the entertainmment, gaming and film industy, there is a lot of local talent. Thankfully, they are focusing on other areas like weddings, commercial, and their personal “Indie” film project that is going to break them to the big time. There is one Real Estate Video – that has the best web address – and they are charging $700, and from a couple of mirror reflections can see they re using high end cinema cameras. The otherend are the Flip camera Realtorswith the poor quality – both video, filming technique, and on camera audio. That leaves a huge void with significant pricing flexability. For pricing, there is another person who has not posted (yet) on this discussion, but I like the pricing model on his web site. It is more alacarte – stills (with a discount if video taken at same time) the video pricing as an add on based on three levels of video.

• Chris March 3rd, 2011 at 12:27 pm #

  @Chuck
  You might want to spend a little more time reading before posting my friend,

  1. Phil never said they were his videos, it clearly says “I got an email about a few local real estate agents who have subscribed to the Better Homes and Gardens Real Estate Video service”
  2. Im pretty sure Phil is saying that service is not good when he says “I hope that other Realtors in our area won’t start listing their properties this way”

• David Eichler March 3rd, 2011 at 3:42 pm #

  Hmmm, I haven’t seen much vfre in the Bay Area. I only have one client who uses video, but this agent also seems to do way more marketing than anyone else around.

• Cynthia Walker March 3rd, 2011 at 5:37 pm #

  Not much interest here in North Ala yet, but I am sure there will be soon, so time to start budgeting for a camera that does Video.

• Malia March 3rd, 2011 at 6:46 pm #

  Yay for video!

• Phil Mandley March 3rd, 2011 at 6:57 pm #

  Thanks Chris. You got my point.

• Russell March 4th, 2011 at 9:13 am #

  @ Larry good timing, thanks for posting about Video. Can you post the link to the Forrester Research paper? They charge $199. to read it, as this would make a great marketing e-mail blast. Google Search = Videos

  Two years ago if you told me about “YouTube” selling a home, I would of told considered you “NUTS”. After seeing the shoot in Napa, California Scott Hargis was on, what others are doing around the USA this past year, things are changing. Post production has been an issue, for good quality HD 1080P film quality video that you wish to watch more than 5 seconds, some YouTube video’s are no more than still images into a slideshow with music, this is not video.

  That said, this past 2010, we had two properties that actual sold due to a YouTuber, both buyers were from out of the USA, for higher end homes, per the Realtor, they [buyers] saw it first on a Google Search !! Both video’s we did were, in my opinion junk, one was still images to music, the other was a mix, we were learning back then about YouTube, both in my opinion were not good at all, as compared to what the product we make now, we are still baby’s in this video market, learning more everyday.

  Expanded our equipment profile, which is another topic you may consider, what do you really need? More than just a tripod Larry, I will let you pick it up from here, as I know you will have more on this topic as the year comes along.

  The bench mark we, or should I include my staff too, it the group down under, Brett Clements who is our idol in my office, he product is first class video productions. I think there is a balance of what the Realtor will pay for and marketing a home with the new medium, video on YouTube. Brett has inspired us to spend another $10K on video equipment, cameras, lens & separate sound recording equipment, plus post software too. Now we only need the Realtors to pay?

  Talking with a few higher end Realtors in the SoCal offices during the past few months, I have found more are leaning towards the marketing plans of Australian Realtors, they are getting money upfront directly from the Sellers, to pay for marketing. These Realtors do not mind spending $$ for video, better quality magazine images, few of them around, most Realtors balk at paying for still images, let along a YouTuber !!

  Cheers,

  Rusty @ mi6 films dot com

• larry March 4th, 2011 at 11:05 am #

  @Russell- I’ve seen this quote about “Forrester Research reports that a properly optimized video is50 times more likely to appear on the first page of Google than any text page from your site.” in several places lately. Here is where I first saw the quote: http://www.ia-informatics.com/News/20110201/42/2011-Online-Video-Trends.aspx. I think the origin of the quote is Nate Elliott’s Forrester interactive marketing blog:

  http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html

  Nate explains the logic and arithmetic behind the assertion and what optimization means in this context.

• Geoff Captain March 4th, 2011 at 12:19 pm #

  John-

  I have also definitely found the same issues with the D300s and DSLR video. It doesn’t help that my camcorder is the Panasonic TM700 which is ridiculously clear, especially at 60p. But then again, too clear for a good viewing experience. What I’ve had to do is separate my thinking and expectations for each tool. The DSLR’s will provide the short DOF cinematic experience for marketing ‘drama’ for lack of a better word. Short clips, details, beautiful imagery. The clear, high framerate camcorders are there for the full room pans, walkthroughs, etc, IMHO, more for standard, less produced tours.

• Fred Light March 4th, 2011 at 5:07 pm #

  Yes, they have been saying that for many years. I spoke about real estate video at Inman Connect way back in San Francisco in 2008, then again at Inman in 2009 in NYC. Real estate video was all the buzz…. it was the ‘next big thing’. It was the hot topic.

  OK. Didn’t quite happen.

  I don’t think video will ever be mainstream in real estate. Even virtual tours of ANY kind and ANY flavor are still not on the majority of listings out there. Many MLS systems don’t even offer virtual tour options (I was recently told that Seattle MLS doesn’t offer tours!).

  I will say that MY measurement of video acceptance is based on how many NEW clients I get. The vast majority of my video business are the same people – over and over. I received 3 calls just yesterday from regular customers “I’ve got 3 to do… I’ve got 4 to do…. I need you for 2…”

  Yesterday I shot 4 houses – all brand new clients. The day before – 3 out of 4 were new clients. I get calls almost every singe day now from someone new, and that says something. And as someone who does absolutely no marketing to Realtors, these people are coming on their own to video – for whatever reason.

  But…. my clients are the top 4-5% of Realtors. They’re ALL super successful, good business people, and doing quite well even in this economy. They totally ‘get it’… they understand marketing, business concepts, etc. And they’re selling houses like crazy in very short periods of time (one of my clients sells every listing in 14 days or less – with very few exceptions). Those are the people who are attracted to video (and photography too). Every single one of these calls from new clients are the same – “When can you come?”. There is NO selling, no questions, nothing. Just schedule a time. That’s it! They’re ALREADY sold before they even connect with me.

  It’s still a price sensitive business. I don’t really think there is enough super high end business where people would pay high end prices (say over $600 for video only). Someone above mentioned spending a day or two shooting a house – that’s just not a realistic business model – at least in my area. I’d be surprised if I could get 3 jobs like that in a year. My shoots average around $500 for video and photos, and I truly don’t think I have much wiggle room with price – at least in this economy.

  Two things that drive agents to video: #1 is competition… for sure. When a top agent in a market area starts using me, other agents see their #1 rival using me…. winning listings over them… and selling those listings. They KNOW they have to come to the listing table with video in their arsenal – or they’ll LOSE. It’s that simple. Sellers love video! (I have a sample of slideshow tours, spin tours, and other so called “virtual tours”, along with REAL video that I give to agents to sell AGAINST their competition and their “video” marketing. It’s a slam dunk listing tool. Competition is one of the biggest boons to this business. (Agents will sell their first born for a listing.)

  #2 Successful smart, business oriented agents know the value of having their OWN brand, being their OWN entity. Most Realtors are just clones – they all have the same business cards, the same template websites (or no website!), the same listing presentations – whatever they get for FREE from their broker. The only differentiating factor is that the (10 year old) photos on the business cards are different!

  Successful agents know it’s important to differentiate themselves and their brand. They strive to be different – not the same. These people are embracing video in a big way as they know it gives them something that sets them apart from everyone else, and gets them more new listings (As they say, you have to ‘list to last!’). They don’t look at the value of real estate video PER listing (“I don’t make enough commission on a $300K house to justify the expense….”). They look at using video as a long term, overall marketing strategy to elevate their brand and get NEW listings – a concept foreign to 90% of real estate agents.

  Here are a couple of websites from two of my clients who have really embraced video in a big way this past year. Once they’re hooked, they go in BIG! Both have actually revamped their website to focus heavily on their videos. Love to see that!

  http://www.NorthOfBostonRealEstate.com
  http://www.CahillProperties.com

• Real estate video March 4th, 2011 at 7:50 pm #

  The fact is the videos are far superior to simple text and pictures on your website. There is enough room for improvment with professional video editing and presenting it as a documentary film.

• Charles Mackenzie-Hill March 5th, 2011 at 12:43 pm #

  Real estate video. Very well said, Story telling at its best

• Sherri Anderson March 8th, 2011 at 7:24 pm #

  I started my virtual tour business in 2006 in the Metro Atlanta area and we ONLY did narrated video. At that time, we were only one of TWO companies in the greater Atlanta area who produced narrated video tours. Now we’ve got PLENTY of competition, however, we are still producing high quality narrated video tours and also tours comprised of photos with narration. Our clients love us and we have mastered the art of getting good video and filming in approximately an hour. Because of our videos, we are now producing commercials for TV for realtors. I’m glad to see what was once something very unique, is now mainstream. There’s enough business out there for all of us. Marketing is key in real estate and video is an important key to effective real estate marketing.

• Dan April 9th, 2011 at 5:28 pm #

  I would add that while the power of the new HDSLR’s in regards to video quality is incredible, it also shows mistakes in beautiful 1080p high definition if you do it wrong.

  When working with CMOS based HDSLR’s there are many physical and technological techniques that have to be done right otherwise the resulting video could suffer from issues ranging from color balance to rolling shutter.

  I’m glad the St. Louis real estate market is finally opening up to using professional video but I would advise caution to any professional real estate photographer to just jump in head first into video tour marketing without tried and tested shooting techniques.