June 17th, 2016
For a number of months now I’ve been featuring some of my favorite property video. A couple of weeks ago Fred Light, who I believe is the father of property video, pointed out that:
Real estate videos are generally not produced for ‘entertainment’. Having a bunch of photographers, videographers and friends give their opinion of a video is really worth very little since NONE of them are seriously interested in buying that particular house or even hiring that particular agent to market their own house. So the video is strictly a curiosity for all those making judgments – nothing more.
Clearly people in different geographic areas find different types of video worthwhile. Some find showing “too much of the house” boring. If you’re NOT actually interested in buying the house, I totally agree.
I think Fred’s approach to doing property video is a great example of the importance of property video. Fred makes it look easy. As those who do it and those who are working at doing it know, it is way harder than it looks. Fred describes his property video business as follows:
…with absolutely zero marketing in 11 years other than word of mouth and a website, I am booked out two weeks in advance for more than half of the year, have a waiting list daily for cancellations, and shoot 4-5 of these boring, “most people won’t watch them” videos every single day of the week. Oh, and my repeat business is 99.9%. So in an industry where agents are well known for not wanting to part with a buck for marketing, I have agents shell out $400-$500+ for these boring videos all day long, over and over again.
So for those of you working at doing property video, I think that studying Fred’s approach can be very useful. His recent video above is a great example.