Should I use a property film for my next listing?
By now, I imagine you all have a pretty good understanding the video is king. Not just in real estate, but in pretty much every industry.But just for a quick recap, let’s go over the most important reasons you should be using a property film with every listing:
People are visual
People generally retain 80% of information in an image vs 20% of what they read. If it’s moving, it’s even better.
People are emotional
People like a good story
3D scans and photos are great, but they fail to capture one critical aspect. The story. What lifestyle can be enjoyed in this home, in this area? How will I feel living here? This is something a property film can communicate.
People like things that stand out
Every home, of every price point, is competing against properties of a similar price range. What makes one $300,000 stand out from another $300,000 home? How it is positioned in someone’s mind. How someone perceives it. And property films increase perceptions of a property by an average of 6%.
You are not just selling a home
Content marketing is so so important in real estate. Again it comes down to perceptions of you as an agent. How do you want clients past, present and potential, to think of you? Every listing is an opportunity to market yourself. Get yourself in front of the camera, and become known in your community.
Video is here to stay
Video is not going anywhere. YouTube is the second most used search engine on the internet. There are estimations that video now accounts for 75% of all search traffic. So if you are not using video, you are missing out on a huge number of potential clients.
Before you rush into creating your own camera phone videos of a property, or pay a couple of dollars for those highly affordable photo slideshows, there is one very, super, major, crazy important thing you need to remember:
NOT ALL PROPERTY FILMS ARE CREATED EQUAL
Poor quality property films have been PROVEN to lower customer perceptions of not only the listing, but of the agent. People do not just want to see the photos cut to music. That does not evoke emotion. It does not create a connection. It wastes people’s time. That is why you will never, ever see Elite HD Media producing or promoting photo slideshows.
We’ve had people tell us in research that the moment they see the video is the photographs with some music and a voiceover, that’s the last time they will engage with that listing and they don’t feel good about that agency. So that’s poison absolutely. Be very careful with your video content. – Nigel Dalton, REA