April 8th, 2015
Last week Peter asked:
I very much enjoyed seeing the latest video winner and those who came before. I am primarily a still photographer but have been doing different forms of video for a while now too. With drone video coupled with hand held, I am adding short videos to my Virtual Tours on TourBuzz.net. But in looking at these winners I have a question. How are these videos published as part of the marketing for the broker/agent? Are they just branded and put on YouTube or Vimeo? Are they inserted into a Virtual Tour like TourBuzz.net with or without other stills? My clients need stills for MLS, flyers, and their own sites but how are videos of the production quality of the award winners then integrated into the online marketing and budgets of cash strapped real estate agents? How should photographers, who already supply stills, charge for adding in video as well? After all, it is really an entirely different type of production and editing procedure and different mind set. I have a hard time switching from the mind set of stills that I shoot with the post processing and image in mind as I shoot, to doing the same with video. Also some of my clients are waking up to the fact that videos are the new thing.
Using a video to market the property is more involved than just using stills on the MLS. I’ve done several posts on this subject and my list gets more refined and elaborate over time. Using video is more social media intensive than use of stills. Here’s my updated list of ways to promote property video:
- Put links to video on MLSs where possible: Some MLSs don’t allow it, but many do.
- Sign rider with video URL: Nowadays when virtually everyone is traveling around with a smartphone I believe a great way to use a video to market a property is to supply the agent with a for sale sign rider (6″ x 24″ sign under the main for sale sign) or sticker that has a simple URL that points to a video that anyone driving by the property can view right there at the for sale sign on their smartphone. Of course this URL can work for tradition tours too.
- Add links to video from broker sites and regional RE sites: Tour/video links frequently don’t propagate from MLSs to brokers, regional and national real estate sites but in most cases if you have an agent account on the regional site (like Zillow, Trulia) you can claim the listing and add links to the video. The agent’s broker site and the large regional and national sites are the most important.
- Upload the video to video sites like YouTube: Fred Light at Nashua Video Tours in Boston uploads all the video he shoots to 12 different video sites. Here is Fred’s page that describes what he does to market and distribute video that he shoots. If you look at the front page of Fred’s site this wide distribution that he does is a standard part of his product. Fred is clearly one of the most successful real estate videographers in the US so studying what he is doing will give you important insights. Take the time to put description text for the listing in the description field of sites like YouTube because YouTube is really a.
- Promote the video on social media: I asked Brett Clements of PlatinumHD.tv what they do to promote their property video. Brett says, “First you need an angle. The old ‘water cooler’ theory. Then we go social media first, across seven channels. We have built our own Hootsuite for video so Agents can automatically launch – upload video – to Facebook and other social sites. Then we boost particular posts. Then the Internet goes next. Realestate.com.au and MLS etc. Then traditional/print. Scottwagner.com.au is a great example. Scott is all digital now.”
Clearly the videographer can’t do all of these things for their agent clients but as you can see from what Fred Light and Brett Clements crew do the videographer can do a lot to help the agent promote their property videos.
What other techniques do you use?