About The Real Estate Group

The Real Estate Group (TREG) "Partners in Excellence"

The mission of The Real Estate Group, LLC is to be Hampton Roads finest provider of real estate services. Our goal is to create a company that provides absolutely the best service for our customers by fostering an environment of teamwork and a common vision. The Real Estate Group, LLC consists of an accomplished team of skilled professionals who take pride in their work and their company. We work hard to go beyond the expectations of our customers, agents, and employees.

Why a Video is Worth 1.8 Million Words

Various marketing methods of a home have substantially increased since the emergence of the Internet.

Conventional photos have been the primary way to advertise a home. However, a home is much more than a quoted square footage, bedrooms, kitchen, living room etc. The nuances of a home are something that are often times lost through pictures alone. This is why the use of a video can be quite helpful to invite a potential buyer into a fuller experience of home comparison.

According to a survey conducted by the National Association of REALTORS® in 2012,  72% of homeowners felt that video was an essential part of marketing yet only 3% of Realtors® used it as a tool or saw the use of video as extremely important for buyers when they are in the market to purchase a home.

The four main reasons a buyer viewed video of a home rather than simply pictures were:

  • To find out more about a specific community (86 percent)
  • To tour the inside of a home (70 percent)
  • To obtain general information (54 percent)
  • To compare features across multiple companies (44 percent)

The typical uses of video in real estate are usually:

  • Home Tours
  • Branding
  • Lifestyle/Community
  • Testimonials
  • Educational/Tutorial

Home Tours

It is suggested that a video home tour is created for each listing. Some professional videographers offer real-estate specific packages and services. (oboe.com, homeviewllc.com, agentcasts.com) If you decide to do it yourself, be sure that you are using suitable equipment and editing software, though it is highly recommended a professional be used.

Branding

A video about you/your team/ your company can be powerful marketing tool.

Here are some ideas to help create an effective branding video

  • Explain your “USP” (unique selling proposition)
  • Personalize yourself by explaining who you are as a human being; your interests, your background, your hobbies etc.
  • Create a “video resume” that briefly describes your profession accomplishments
  • Create a “hybrid video” which is a mixture of your video resume and several client testimonials.
  • If you decide to DIY your home tours, “star” in them by doing something that shows your personality
  • Include a “header” with your logo, name and music that will intro every video video.

Testimonials

These testimonial videos will provide your viewers with the positive feedback from your previous clients. Giving prospective clients a glimpse inside your experience with previous clients and the rapport you have with them will demonstrate your trustworthiness.

Educational

A video that provides helpful information in the way of buying or selling a home can be incredibly instrumental in your marketing tactic. Provide a video on the aspects of a real estate contract, the process of home-buying or home-selling, the difference between “pre-qualification” and “pre-approval”, the best way to choose a real estate agent/ real estate attorney, the home inspection process, everything you need to know about buying a condo, or how the homeowner’s associate works.

Getting Started

You should first decide whether this is be a DIY job or if you will have it professionally filmed. A self-promotional video will be relevant for perhaps years into the future whereas a home tour may be only relevant for a few weeks. Keeping this in mind, a professionally filmed promotional video may be the better option and a home tour video could be a DIY job.  However, the execution of your videography and editing are crucial components to positive feedback.

Tools

Under the right conditions an iPhone, iPad or Sony Playtouch, can shoot decent quality video. There are also consumer-grade cameras for around $200 that can provide high-low resolution video. A DSLR will provide some professional quality video and is actually what a professional videographer will generally use.

Lighting and sound

Out of the two of these, sound would be the most important if you plan to be speaking throughout the video.  A camera with a good microphone or the use of an external one might be important to consider. Having a proper light source is also an important element for a well-shot video. The use of natural light can be the most aesthetically pleasing, but using an inexpensive LED light and reflector can be helpful in a room with less natural light.

Scripting

Not all videos need to be scripted, but is an excellent idea if you’re will giving a verbal intro to the video. A good rule of thumb is that for each minute each person can speak about 150 words. Once you’ve crafted a script, practice it several times before recording anything in order to determine which phrases and words to emphasize.

Editing

Rarely is a video perfect and lacks a need to be edited, so there are some easy-to-use software options to help cut your video to exactly what you mean to portray. For MAC users, Final Cut Pro X is an excellent editing program and Sony Vegas, for PC users, will provide professional editing tools.

Getting your video seen

There are a number of different venues on the Internet to market your content. You could create a YouTube channel , create a Vimeo account, a WellcomeMat account, and/or a TubeMogul.  Additional options would be posting them to a social media account such as Twitter, Facebook, and/or Google Plus.

Additional Considerations

  • Start with power
    • Lead with your most important point
    • Keep it short
      • A long video will likely lose the interest of your viewers.
      • Future Proof it
        • When shooting your video, ask yourself “With the technological advancements coming in the near future, will this stand out and be versatile in a ”techy” arena?”

Real Estate videos are still in their infancy but are steadily increasing in popularity as the market evolves and technology advances. Being an early adapter could have a prolonged impact on your business.

For a full copy of The Swanepoel TRENDS Report, visit www.retrends.com

About The Real Estate Group

The Real Estate Group (TREG) "Partners in Excellence"

The mission of The Real Estate Group, LLC is to be Hampton Roads finest provider of real estate services. Our goal is to create a company that provides absolutely the best service for our customers by fostering an environment of teamwork and a common vision. The Real Estate Group, LLC consists of an accomplished team of skilled professionals who take pride in their work and their company. We work hard to go beyond the expectations of our customers, agents, and employees.