Real Estate Video Music | Say NO To iTunes | Content ID

Content ID
Will It Play?

I always say there are two types of real estate agents. Those that are using video in their real estate business and those that will be. Real estate agents will be using video in their business not because its sexy but because the consumer is demanding it.

Video is perfectly suited for the real estate industry as consumers are visual. They would rather see a video of a property then read about or even see (orange) HDR pictures. Video conveys so much more information in a shorter period of time than any other medium.

There are all types of real estate video. While some real estate agents will choose to hire a professional videographer to help them with their video productions, many will do it themselves.

No Music?

Not all real estate videos need music but some clearly do. Imagine watching a listing video with no music. Boring. The music sets the tone for the video. For the home. But not all music is created equal. The music you pick must compliment the property or subject of the video.

Imagine a real estate video of a mobile home in Apache Junction, set to Mozart. Imagine a 55+ community set to Beyonce’s “All The Single Ladies”. These songs clearly do not fit the subject of the video.

My Favorite Music Sources

There are literally thousands of websites where you can purchase royalty free music for your real estate videos. Some of my favorites include Pond5, AudioJungle, iStock. Many real estate agents who create their own videos and some videographers here in Phoenix choose to get their music from another source – iTunes.

Content ID

Using music from iTunes in your real estate videos, really any kind of video, is often a bad idea. Not because you could be sued, (music creators have finally figured out suing a 12 year old girl who uses an Aerosmith song in her video is not a good public relations move) but because your real estate videos may not play where it is most important – mobile devices.

Its called Content ID.

{From YouTube} If you upload a video that contains copyright-protected material, you could end up with a Content ID claim. These claims are issued by companies that own music, movies, TV shows, video games, or other copyright-protected material.

It’s up to copyright owners to decide whether or not others can reuse their original material. In many cases, copyright owners allow the use of their content in YouTube videos in exchange for putting ads on those videos.

However, there are some cases when copyright owners don’t want their material reused:

Blocking a video: Sometimes, copyright owners may block your video, which means people won’t be able to watch it. They can decide to block your video worldwide or just in certain countries. If your video is blocked worldwide, your account standing may be affected, which means you’ll lose access to some YouTube features. Please keep in mind that deleting videos that affect your account standing won’t restore your good standing.

Muting a video: If your video contains copyright-protected music, the owner may choose to mute it. This means that people can still watch your video, but they won’t be able to hear the soundtrack. This won’t affect your account standing.

Blocking certain platforms: In some cases, copyright owners may restrict the devices, apps, or websites on which their content can appear. These restrictions won’t change the availability of your video on YouTube.com.

It Won’t PLAY!?

If you choose to use music that is owned by another party, copyright, like iTunes music certainly is, your video, the video you made of your listing, a community, a testimonial may not play in some countries (big deal right) or on MOBILE DEVICES. Ding. Ding. Ding. Ding. Ding. (Breaking Bad)

Why is this significant? Because for the first time in history, consumers are now using mobile devices to search MORE than desktop computers. That’s right, today, more consumers are searching for homes on mobile devices than not. If your video will not play on mobile devices because of the copyright song you, or your videographer, chose – it might as well be invisible.

I never use iTunes songs in my real estate videos and I never would. Not just because of the reasons above but because songs that play on the radio, top 40, can be a distraction to the content that is in your video – the home. I want the music I choose to compliment the content of the video now overpower it.

Will It PLAY?!

So the next time you look for a song to compliment a video you (or someone else) created ask yourself – will my video play on mobile devices?

AT HMC, we only choose royalty free music. Music we feel compliments your real estate videos. If you would like to learn more about our real estate video productions or how we can help you differentiate yourself and your real estate business, please fill out the form below.

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Stephen Garner

Hub Media Company is one of the few media companies dedicated to real estate video marketing. We create beautiful cinematic real estate video tours, lifestyle, community/subdivision as well as green screen video. We have over 13 years experience in the real estate space working with some of the top agents in the Phoenix Metro area.

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How To Compete Online | Competing With Z.T.R.

How To Compete OnlineHow to compete online. Real Estate Agents…who is your biggest competition? It’s not another real estate agent, it’s not another real estate brokerage, it’s not yourself (your not standing in your own way – this time). Your biggest competition is not even human! Today, over 90% of consumers start their home search online. This is where they are finding your biggest competition BEFORE they have a chance to find you. Who is your biggest competition? Third party aggrigators like Zillow, Trulia and Realtor dot com, affectionately known in the real estate biz as Z.T.R. Last month June 2014 – date from Experian shows Zillow received 15.71% of all real estate related search, Trulia 8.31% and REALTOR dot com 7.21%. Combined, ZTR are capturing over 31% of all real estate related search. That’s almost 1 in 3!

The SWORD

Z.T.R. are a double edged sword. There is NO doubt they cost you business. They take the content you create, listings, they optimize them to get found online and as a result, consumers find their websites (portals) before they have a chance to find yours. I don’t blame Z.T.R. It’s not like the real estate community has seriously attempted to learn how to leverage technology to compete online, last I knew only 60% of real estate agents even had a website! Oh and most of those are static HTML pages (worthless). I don’t blame Z.T.R. for being damn good at what they do, but as a result you are losing business.

The STATS

Third party aggregators are costing you money, literally and figuratively. In order to reach the consumer, remember over 90% of consumers start their home search online, many real estate agents are advertising on the very websites that are effectively eating their lunch. Crazy huh. Well, in todays video I show you how to compete online. How you can take your listings back from the portals and how you can help the consumer find YOU before they find THEM.

I like to say there are two types of real estate agents out there. Those that ARE using video in their real estate business and those that WILL BE. The consumer is demanding video. Video is perfectly suited for the real estate industry. Video uses more of our emotions. Video is easy to consume on our laptops, desktops, iPads and iPhones, HTC etc. Video is fast. We can say so much more in a shorter period of time compared to text. Oh and as you can see from the video above, video also gets found online. Video is 53x’s more likely to appear on page 1 of Google than text alone. There are so many benefits to using video in real estate.

The TAKEAWAY

So what should you do? How do you compete online? Start making videos for ALL of your real estate listings, not just the luxury listings. Video allows the consumer to mentally move into the property. The consumer can see where the couch is and where theirs would go. They can see the size of the kitchen, the closets and backyard. This process will occur to a million dollar buyer the same as a first time buyer. You can also use listing videos to secure more listings. One thing I know for sure, a seller that works with a real estate agent that hires us to shoot their property video will NEVER settle for anything less again. Imagine you were Scott Graff’s seller above. Would you honestly be ok with a standard virtual tour of pictures set to music on your next house for sale? Ha! Nope.

Start taking your listings back from ZTR. Start WOW’ing your sellers. Start getting found online. Start by filling out the form below or calling HMC today.

****Update**** Today, 7/28/2014 Zillow announced a planned acquisition of their biggest competitor TRULIA for $3.5BILLION in company stock. (VIDEO just became even more important to staying relevant in the eyes of the consumer)

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Stephen Garner

Hub Media Company is one of the few media companies dedicated to real estate video marketing. We create beautiful cinematic real estate video tours, lifestyle, community/subdivision as well as green screen video. We have over 13 years experience in the real estate space working with some of the top agents in the Phoenix Metro area.

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Viral Video | Why It’s Not Worth Much In Real Estate Marketing

real estate video phoenixSo, I’m at home editing a cinematic HD real estate tour for a client when I get an email forwarded from another client. It’s a video marketing class being taught here in Phoenix, Arizona; of course I have to check it out.

Real estate video marketing is to today what “REO” was in 2007, “Short Sale” was in 2009 and “Green” was a few years ago – EVERYONE wants to talk about real estate video marketing so vendors (title, mortgage, appraiser, home warranty, real estate brokerages) want to teach about it. Why? To get in front of you, their target audience.
But there is a problem.

Very few real estate professionals are qualified to teach about real estate video. Why? Because there is no theory in real estate video, you can only teach on something IF you do it and very few real estate professionals do real estate video and even fewer do it well. Combine this with the fact that 80% of what we say is communicated through our body language and you can start to see why you better know your stuff – it’s not hard to pick out the poser in real estate video marketing. Thankfully, this particular class is being taught by someone that knows a thing or two about a thing or two.

The GIMMICK

As I looked over what was going to be covered in the class I saw it, the gimmick. We all have one. For some real estate agents it’s their “21 point marketing system” when in reality, it’s a THREE point marketing system, you may have heard of it, it’s called – M. L. S. This gimmick was titled “How To Go Viral”.

Now, in this guys defense, maybe he doesn’t know that “going viral” is a gimmick or that it ain’t worth much in real estate marketing, but I do. And now, so shall you.



NO $$ In VIRAL Videos

When you think of viral videos you may think of YouTube sensations like “The Evolution Of Dance” or “The Old Spice Guy” or “Charlie Bit My Finger”. These videos have hundreds of MILLIONS of views on them. You have seen them, you have shared them. They are hysterical. Unlike most viral videos these viral videos actually made $$ for their creators in the form of advertising dollars. The creators made money because YouTube sold advertising space on and next to these viral videos. These are few and far between, the fact is 99.9% of viral videos make no money for their creators.

The reason is pretty simple.

Viral videos are a MISTAKE

Viral videos are a mistake. There is no rhyme or reason as to why viral videos occur. There are companies established to analyze what makes us likely to share a video, some promise you can go viral too! Can You? Probably not. Viral videos usually incorporate something shocking or funny or controversial or goofy or unexpected in them, this is what makes them unique, this is what makes them share worthy.

Viral videos are an ACCIDENT

Viral videos are an accident. Think about it. If there was a way to make a video go viral, wouldn’t everyone have one? Wouldn’t President Obama have one? Your PTA? Your kids school? Your church? The bakery down the road? Your daughter? Son? Of course! Yes, if it was that easy, if there was a science to viral videos EVERYONE would have a viral video. Do they? No. Why? Because viral video is an accident.

But why is viral video not worth much in real estate marketing?

Where do you sell real estate? Atlanta? LA? Miami? Minnesota? Phoenix? Question: does it help you if someone looking for a home in Atlanta watches your video if you sell homes in Phoenix? Probably not.

Quality over QUANTITY

I know real estate agents that have 1000 friends on facebook. Sounds impressive huh? Until you realize 950 of them are other real estate agents. Having other real estate agents on your facebook page likely won’t help you. In reality, they are your competitors. I would rather have 50 people on my facebook page that are likely to watch and share my videos than 1000 of them that couldn’t give a damn.

NOT ALL VIEWS ARE CREATED THE SAME

Same thing with real estate video. NOT ALL VIEWS ARE CREATED THE SAME. Again, I would rather have 5 views on a video where those 5 people searched out and cared what I was talking about than 1,000,000 views by consumers that found me by accident. Marketing is all about a TARGET AUDIENCE, viral videos don’t have one

Sure,  you can make the argument “there is no such thing as bad marketing” and while this may be true, marketing that is not placed in front of your ideal client is a waste. This kind of marketing ain’t worth much in real estate video though as we deal with niches in real estate.

Takeaway

Viral video is an accident. Viral video is a mistake. If you are going to use video in your real estate business, and you certainly should by the way,  you should be creating video content that consumers not only would search out but also watch. This content should be created for a specific niche, “Val Vista Lakes”, “Buying a home in Phoenix”, “Phoenix homes for sea near Intel” etc. Why you are the best agent in the world is worthless. Why your brokerage is better than another is a waste.  There are so many benefits to using video in real estate, but that video needs to ultimately be  of value for the consumer. Anything else is a waste.

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Stephen Garner

Hub Media Company is one of the few media companies dedicated to real estate video marketing. We create beautiful cinematic real estate video tours, lifestyle, community/subdivision as well as green screen video. We have over 13 years experience in the real estate space working with some of the top agents in the Phoenix Metro area.

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AFTER The Video | Driving Traffic To Your WordPress Real Estate Website

So, we created a video for you. Maybe it was one of our cinematic HD real estate tours, a community video or maybe even a video testimonial. Now that the video is delivered the real work begins. I know you are thinking “Wait, now there’s MORE work?!”. Yes. You see, it doesn’t matter how great your video is or what problem it solves. It doesn’t matter what kind of equipment we used to create it – cranes, sliders, jibs, C100, Mark III, it doesn’t matter how great your video is IF NO ONE SEES IT.

YouTube is riddled with videos that, although they are good, no one has seen. There are 2 things this post will address. Search Engine Optimization for your video and Traffic Strategy. Search Engine Optimization is getting your video found online by your ideal client, the demographic the video was made for. Traffic Strategy is about getting them to your website. YouTube is great at some things and others – not so much. YouTube is the most popular video hosting website on the planet but it’s not very good at converting that traffic. But you know what is? Your WordPress real estate website.


You are already using video in your real estate business, this puts you in the top 12% nationally. If you follow the instructions above you will be in the top 1% of real estate agents that use video, leverage WordPress and understand how to use social media not for entertainment but for business. Remember

ALL ROADS LEAD TO ROME

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Stephen Garner

Hub Media Company is one of the few media companies dedicated to real estate video marketing. We create beautiful cinematic real estate video tours, lifestyle, community/subdivision as well as green screen video. We have over 13 years experience in the real estate space working with some of the top agents in the Phoenix Metro area.

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