In my experience, if there is one thing that real estate agents want more than anything else, it is more listings.
Even better would be listings coming to them of their own accord, based on their reputation for being a stand out agent in their area.
So, how does a real estate agent earn some serious street cred?
One of the ways to bolster your rep would be to ensure you offer the best real estate video marketing possible and that means producing real estate videos that don't suck!
Video Slideshows .. Just say NO!
When I click on the video in a property listing, the last thing I was to see is a video slideshow. Particularly when the photos being used in the slideshow are actually the same photos appearing in the gallery!
A real estate video needs to much more than just photographs. In fact, using photographs in real estate videos should be banned!
Cinematic Real Estate Videos
Indeed, if a real estate agent wants to get a solid reputation and have folks pro-actively seeking him/her to list their property then there is no substitute for consistent, high quality real estate video marketing.
Every agent has his/her own style. You might like to appear on camera and communicate directly with your viewers. Alternatively you might like to let the property speak for itself so to speak. Either way is fine but it will be the production value of the video that makes or breaks your style.
Find the property's good side
Video is about movement, so make things move! Turn on the fans, switch on the telly (just avoid the news channels), stir up the water in the pool.
Take the time to study the angles. What perspective gives the best view of the lounge room? Sometimes I'll shoot from all 4 corners to determine the answer to that question. Sometimes what I think looks best on location doesn't look so good on the computer screen and I end up using something else.
The take away message to all this is to spend the time finding your property's good side. Don't just point and shoot. Don't take the shot, make the shot.
Sometimes you have to move things out of the way too. Keep your eyes on things like rubbish bins, shoes, clothes on the floor, cords running along walls, crooked curtains, etc. These items can be distracting and turn some people away.
Mother nature has a part to play also. Personally, I love a few clouds in the sky. They make external shots looks so much better and lend themselves beautifully to time-lapse sequences.
Production value is key
You can often gauge just how serious agents are by checking out the quality of their video marketing.
For example, you might be very charismatic and deliver a Logie award winning performance but if your video is out of focus, over/under exposed, shaky or just plain amateurish in appearance, people are not going to be very impressed.
Hot Tip #1: If you are planning on talking to camera, please use a microphone! Audio is just as important, if not more important that the video itself. You might have the best looking shot in a wonderful setting but if you're viewers cannot hear you clearly it's all just a big waste.
Aside from the technical aspect of ensuring the best shot possible with regards to camera settings (i.e. focus, exposure and framing), there is then the task of shooting for the edit.
This means you shoot with the edit in mind. You think about how a certain shot is going to look when edited with another, or what shot would best support the previous shot or next.
How are the shots going to transition together? How about a reveal shot from behind the kitchen table, a vertical slide from the floor towards the ceiling? Or maybe start from one room and enter the next using a camera stabilizer. Perhaps a time-lapse sequence would be best for the pool area to showcase the surrounding landscape.
Drones are a fantastic way to showcase the area from above.
You simply cannot beat a birds eye view of the property, particularly when you are marketing large acreages and premium listings.
But that doesn't mean you can go buy a drone and take to the skies. You must always ensure all aerial videography & photography is contracted to CASA Certified UAV Operators.
Aerial video and photography isn't suitable for all property listings, but it certainly provides valuable perspectives to your potential buyers when you want to showcase views, land size or architectural design.
One big digital jig-saw
Once all the shots have been patiently and lovingly captured, the magic really happens in the editing suite.
This is when all the shots come together to tell a story and if done right, have the potential to stir emotions with the main one being DESIRE.
For optimum results, an expert video editor is essential. The raw footage needs to be sorted and cut to tell a story. It's like a big digital jig-saw that needs to be laid out and lovingly pieced together.
I'm a one man band so with my productions, I predominantly shoot for my edit so I know what worked, what didn't and what story needs to be told from the footage shot on location.
Checklist for making stand-out real estate videos
So, here's my checklist to ensure your next real estate video earns you some serious street cred.
- Wear a microphone
- Stay in focus
- Use drones when appropriate
- Find the best angles
- Correct exposure
- Get emotional
Hot Tip #2: Don't use your mobile phone to shoot your video!
As you can see, producing real estate videos that don't suck requires a whole bunch of things being done professionally but perhaps more importantly, creatively. From the moment the viewer clicks the play button to the moment your call to action appears at the end, you want your viewers to entertained, informed and engaged.
Then, watch it again before sharing it to their friends.
If you would like more information about producing cinematic real estate videos, you can contact me via the form below.