Real Estate Video Marketing | Different IS Priceless

Stand Out From The Competition
Stand Out From The Competition
Video is hot, particularly in the real estate space. And for good reason. There is no better medium to market real estate and real estate agents than video.

Not only do consumers clearly prefer video, videos says so much more about a property, an area, your team, marketing plan, the lifestyle and the real estate agent than any other medium possibly could. This is because video is emotional.

Emotion is a necessary aspect of any sales process. Unlike the traditional mediums real estate agents used to market themselves and their properties like pictures and direct mail (postcards and flyers) which only use one sense – sight, video uses sight, hearing and can even convey feeling when done right. Given the choice, 80% of consumers will choose a video compared to pictures. Read: Zillow Now Supports Pro Level Video

Different Is Everything

Last year we created over 600 property videos. That’s a lot of properties and a lot of real estate agents. It used to be good enough to just “do” video. That was when only the top agents were using video. This is no longer the case as their competition has started to move towards video as well which means different is everything.

Last week I got a call from one of our luxury real estate agents. He said “don’t take this the wrong way but you work with us and all of our competition which means our videos need to be different than theirs”. He is exactly right, different is everything.

The Story

As a real estate agent you want to stand out from your competition. You want to be different. This starts with the story. But who’s story?

When a real estate agent calls us they often have an idea of what they want their completed video to look like. Often the examples they send us are videos we’ve done for other agents here in Phoenix or areas of the country like Southern California – Los Angeles, Beverly Hills, Rancho Sante Fe, San Diego or even Australia where real estate video is more risque etc. Often they want to copy what another agent did, often because it was different.

But by copying it, it’s not different anymore. It’s the same. Often real estate agents are crafting stories based upon the story they want to tell without thinking about the story their target audience, their ideal client wants to be told. The best real estate videos will focus on the needs and the wants of the consumer – not necessarily the real estate agent. As a real estate agent you want to differentiate yourself from your competitors not imitate them. Read: Where To Find Real Estate Content

Different Gets Noticed

Most consumers are now spending most of their time on social media platforms like Facebook, Instagram, Pinterest, Snapchat etc. You only have a few seconds to grab their attention. Today’s consumer is quickly scrolling past pictures and text updates but they just might watch the video, and watch it to the end. So your videos need to be different.

You Need To Be Different

I remember when I learned how important different was in marketing. As a sales exec for numerous title companies here in the valley I started out trying to be like my competitors. I said the same things “we have great escrow officers, we are a fortune 500 company, we have locations across the valley, we do postcards” and hanging out where they did to get business – SEVRAR, SAR, WEMAR, trade shows, office meetings, walking through brokerages – and got mediocre results. It wasn’t until I had MyTitleGuy.com built and started filling it with content – blogs, videos, tutorials, white papers, classes – that my business began to grow. This is the path that brought me to video in 2008. While my success provided a road map for future execs I was still the innovator. I was different. The top agents were sick of hearing the same message, receiving the same sales pitch – they wanted different too. Different is entertaining.

The Consumer Wants Different

If your marketing is like everyone else’s you will still have a percentage of consumers watch it, but they will start to lose interest as the space is filled with the same style of video marketing. Like I did, you need to find who you are and more importantly – who you are not. Be controversial. Controversial is different. You want the viewer tuning in to your videos to see what you will say, what you will do next. Draw inspiration from TV commercials, what are they saying, how are they saying it, how is it being presented? Repurpose those videos into the real estate space and add your own spin on it. Your goal in the first 5 seconds of your video is to get them to watch the next 5 seconds and so on.

Level Playing Field

In the old days the only way to reach mass audiences was though expensive mediums like TV, radio and billboards. Social media and websites has leveled the playing field because this is where the consumer is. As a real estate agent you have the same playing field as national ad campaigns, production companies, national real estate companies and real estate brokerages. But your message needs to be entertaining. It needs to be exciting. No one wants to do business with a person or company that is vanilla or boring. Read: Videos Uploaded To Facebook Receive More Engagement

We Can Help You Be Different

As a leader in the real estate video space in Phoenix we can help you be different. We work with some of the most talented videographers, editors, animators and copyrighters in the space. If you can think it, we can help you realize it. Whether you are looking for a story told about your team, brokerage, market, community or listing – dream big, come up with something different. Maybe it’s a property video told from the dogs point of view or a child’s, whatever it is you can count on our team of professionals to bring your vision to life – differently.

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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