I recently noticed a comment in the PFRE Flickr discussion group by Joe Zekas in Chicago that has some very valuable insights. Joe says:
I published our first real estate video 10 years ago and now have more than 3,000 online. Some lessons learned, with an assist from YouTube Analytics and viewer response:
- Time limit depends on the home. A two-minute limit is completely arbitrary and should be ignored.
- Music kills interest. An informal, unscripted voice-over narrative holds attention the longest and draws the most subscribers/viewers.
- Video quality is important to photographers but largely irrelevant to viewers (within limits).
A Realtor whom I've followed for many years that has a similar but even more informal style is Julie Kinnear in Toronto. Julie just handholds a point-and-shoot and doesn't even edit the video. Julie's style would drive a skilled professional videographer bananas but it confirms Joe's 3rd point above. What comes through in Julie's videos is the home details and Julie's charm; both important for a Realtor! I think Julie has been doing this style for as long as Joe has.
My main point here is to illustrate that even though a lot of property video is shot in a cinematic style, the less formal walk-through style has been working for many top Realtors for a long time and the style becomes a part of their brand.