Why should REALTORS use video for marketing?
Sell yourself, your business and your listings with short, snappy videos. A good video is worth a thousand words, and they’re easier to make than you might think. And, from an SEO and analytics standpoint, if you have video on your website you’ll raise your Google ranking. Are you still on the fence about using video for marketing? Numbers don’t lie! 100 million people take a social action on YouTube (likes, shares, comments, etc) every week, and the number of advertisers using display ads on YouTube increased 10 fold in the last year. 48 hours of video are uploaded to YouTube every minute, resulting in nearly 8 years of content uploaded every day. That’s a lot of videos! And speaking of numbers, last week, YouTube announced its new YouTube Analytics tool which will provide detailed data regarding your audience, and how that audience interacts with the video. Bob Sokoler of Louisville Real Estate, ReMax Properties East does a great job of incorporating his personality and brand identity into his market updates from his car! He attaches his camera to the rearview mirror with Velcro, and voila – mobile marketing! You don’t need to win an Oscar to sell a house, but you might have fun trying. Here are a few tips and tricks to get you started: Lights –Good lighting makes or breaks any marketing video, but amateur videographers don’t have to invest in expensive lighting equipment to get good results.

  • Look at the sky: Shooting outside on a cloudy day is best
  • Look at the clock: Beware of shadows! Bright, mid-day sunlight can create a lot of shadows. Late afternoon light is more even. Make some test videos to check the light before you shoot the whole video.

For interior shots of the house you’re showing, keep in mind these rules of thumb:

  • Indirect light is better than direct light. Turn off indoor lights and use natural light from a clean window for best results.
  • If you’re shooting people inside, bounce light off a wall behind them from an angle; don’t shine a light directly on their face, and don’t put them directly in front of a primary light source.

Cameras – phones, FLIPS, both? You do NOT need an expensive, complicated camera to make decent videos for your business. “Plug and play” cameras and phones are easy, no cables to use or lose!

  • Kodak Play Touch
  • iPhone !
  • FLIP – beware, Cisco will stop supporting FLIP Software in December 2013.

Action! Good story telling is crucial to drawing in your audience. Keep it short and sweet, less than two minutes is ideal. If you have more to say, make another video! Think like a scriptwriter:

  • Write down your key points and practice your delivery a few times before the camera starts rolling. Smile as you talk, positive energy shows up on camera.
  • How will you tell the story of what you’re selling? When making a home viewing video, ask for stories from the seller to incorporate, like info about the history of the house, the neighborhood, the sweet little old lady next door. Do you want the seller on film?
  • When making a brand video, think about what your clients want to know about you. Show more than tell!
  • Here’s a great example of a “First Time Buyers” testimonial from a young couple.

Think like a director:

  • Make a shot list or storyboard out the idea. Nothing fancy required, but think through the content before you start shooting. This makes editing much easier.
  • Use humor! Here’s a well done, FUNNY parody on the Old Spice Guy video, done by a clever Real Estate Agency
  • Don’t over think! Be natural; let your personality shine through. Practice talking to a friend off camera, keep your dialogue conversational.

Think like a cinematographer

  • Establish the setting, so viewers know where they are (the neighborhood, the yard, the house, etc.)
  • Stop shaking that camera; you’ll make your viewer dizzy! Hold the camera with two hands, or brace your hand along a wall to keep it steady.
  • Keep your background simple so you don’t distract the viewer
  • Frame your shot, and you don’t have to center everything!
  • Use the zoom function wisely. Consider taking separate close up shots.

Think like an editor

  • Eliminate as much background noise as you can when filming (electronics and crowds are the worst offenders!)
  • Add a few seconds of extra footage before and after each scene to make editing easier.
  • Slowly pan between shots, don’t make your viewer dizzy!
  • Music – free download sites
  • Editing software: your camera may come with some, or try iMovie, Windows Movie Maker. More advanced software: Final Cut Express or Pro, Adobe Premier

Content: Let your content be your message. Be informative, entertaining and useful. Define and write down your goals for video. Do you want to introduce and build your brand, show buyers your listings, increase sales and educate your buyers? Maybe you want to offer a tips and tricks series?

  • What is your call to action? Is there a sense of urgency? Put your call to action links in your video:
    • Call me!
    • Visit my website? Like me on Facebook!
    • BUY THIS HOUSE!

Video SEO and Optimization:

  • Keep key words in mind when you’re creating clear, descriptive video titles and tags
  • Unique URL/Embed codes?

Publish your video:

  • YouTube
  • Facebook
  • LinkedIn
  • Twitter

Promote your video: Incorporate your video into your marketing plan

  •  Embed your video into your email campaigns and blog posts
  • Promote your blog or your website via Twitter, Facebook and/or LinkedIn.

 Good links to more information: 10 easy steps to SEO Tips for YouTube http://www.reelseo.com/video-seo-tips-for-youtube/