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Real Estate Video Benefits | Why Video In Real Estate

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real estate video benefits12 years. 12 years working in the title industry here in Phoenix, Arizona. That’s a long time in any industry but it is even more significant in the competitive, often cut throat world of real estate. As a REALTOR® every title company, every title rep, every escrow officer wants your attention, your business. They call you, email you, tweet and facebook chat you, snapchat – all in the hopes of meeting with you. All so they can give you {essentially} the same spiel “our escrow officers are great” “we can help you grow your business” blah blah blah.
12 years in title. I used to chase real estate agents around. I hate to admit it but I used to be one of those title reps that called, emailed and facebooked real estate agents with the messages above. Notice I said “used to”. Not anymore and not for some time. Years in fact.
Question for you. Do you like to be cold called? SPAMMED with email and/or direct mail? I’m guessing – no. Yet so many real estate agents do this to consumers. While it may be fine now and then, a real estate agent can only “check in” with their database or sphere of influence so often before they start to HATE YOU:

“are you or do you know anyone considering buying or selling real estate? If so, do you have a real estate agent you would refer them to? My business is built on referrals. A referral to a fried or family is the highest compliment I could ever receive.”

Sound familiar?
My business changed 6 years ago. 6 years ago I started a website, MyTitleGuy.com, formerly MyTitleGuy.net. 6 years ago it was a labor of love, it did not generate a lot of business for me as the Phoenix metro real estate market was dominated by REO and then short sales. Real estate agents didn’t need a lot of help with marketing so they didn’t look for help. They didn’t look for me.
Today, it’s a business and a labor of love. I love writing, I love stating my opinion. I love being controversial. I filled My website with valuable content I thought my ideal client would look for when they had a need. Not why “I am the best title rep EVA!” or “my escrow officers are epically awesome” {they are by the way} but “how to get found online”, “how to identify your ideal client” “identifying your USP” “How to use video in your real estate business” “How to optimize your videos”.
My phone started ringing. It was what I teach in my real estate marketing classes coming to fruition.

“Create the content your ideal client would look for when they have a need and they will find you”.

As the Phoenix real estate market began to shift, began to stabilize, as REO began to slow – real estate agents needed help shifting their real estate marketing. Where did they turn? The Internet. Consumers, real estate agents, everyone goes to the Internet for 2 reasons. 1} Gather Information 2} Solve a problem. Who did many of them find? MyTitleGuy.com.

I became a resource to real estate agents, not just here in Phoenix but across the country. Across the world. I’ve talked to real estate agents from Vancouver to Miami, Ireland to Australia. Title companies and real estate attorneys across the country, Philadelphia to Hawaii. One of the ways I help them find me is with my video’s. Today 50% of all my leads come from my video’s. In this post I want to discuss real estate video benefits.

Real Estate Video Benefits

  • Video makes us smarter. Humans retain 58% more information when we are shown HOW to do something – visually. If you were making a new dish for your family, would you prefer to read instructions from a recipe book or watch a video of someone making it?
  • Video builds trust and rapport. Studies have shown that people are more likely to like and trust people they have seen in person – even in video marketing – than people they have only spoken to on the phone or through email.
  • Video is emotional. Video conveys so much more than text or pictures. We are more likely to laugh, cry, be happy or sad by something we see than something we read. If a picture says 1000 words, video says – them all.
  • Video is fast. We can convey a message is a shorter about of time with video than text. It could take another real estate agent 20 minutes to convey their value through text whereas that same message can be conveyed almost instantly through video. This is especially important given the immediate gratification, world we live in. As consumers attention spans get smaller you need to grab their attention immediately. Video does that.
  • Video is believable. You are more likely to believe a video message than one comprised of text or pictures.
  • Video uses more of our senses. We naturally believe in what we can hear and see. It is easier for our brains to process. These visual cues in a video can convince us of the appeal of a product or service. A home for sale or a real estate agents knowledge and experience.
  • Video Is Purple Cow. Every real estate agent has a website. Some real estate agents have multiple and some real estate companies has hundreds or even thousands of them. That is a lot of competition. Everyone has a website but not every real estate agent is using video in their real estate business. Nationally, less than 2% of real estate agents are using video. Video is different. In a sea of links on the 1st page of Google, Video sticks out like a sore thumb. Video is Purple Cow.
  • Video Gets Found. Video is 57% more likely to make it on the 1st page of Google than text alone. I have multiple videos on the 1st page. If you were looking for information about Phoenix, about a subdivision, a home for sale, the buying or selling process, short sale, REO – would you click one of the 9 links that all look the same or the video?

For the real estate agents that leverage it, video will get your message across faster and more convincingly than any other medium

Video is not the future

Video is not the future, it is the here and now. The present. I’ve never been shy about speaking my mind so for the real estate agents out there contemplating whether or not they should embrace video, know this: leads go to the best marketers, not necessarily the best real estate agents. Embrace video or risk being irrelevant. Adapt or Die. Video is uniquely suited for the real estate industry. Video is not just visual, it’s emotional as well.
I shot the video below for a client a few years ago. Which message is more appealing, compelling or conveys more VALUE: “This 3 bedroom + den home for sale in Villa Hermosa at McCormick Ranch in Scottsdale, Arizona is beautiful. This home for sale has a beautiful, open kitchen complete with granite countertops, stainless steel appliances and wood floors. Mature landscaping, pool, spa and french doors!”
Or the short video below?

The Old Days

In the old days, the only medium available with these benefits was television. Those were the old days. Today you can leverage something better than TV, where more and more consumers are turning – YouTube. Unlike TV, the ultimate form of outbound marketing, video is inbound marketing. Inbound marketing is creating messages that only a specific audience would seek out. This is what we do. We target a specific demographic of people by creating the video content we believe they would look for; addresses, community names, major employers, schools etc.

Unlike other forms of media, your ideal client can find and consume the content you create at anytime. Day or night. Weekends or holidays. 24/7. All you have to do is create valuable content your ideal client would look for when they have a need, make your message valuable enough to watch and include a visual call to action. Go HERE, do this for THIS value.

our clients go to bed an night wondering how many people are on their websites, watching their videos, reading their articles. Unlike other forms of marketing, a properly optimized real estate video can work for FREE and FOREVER driving your ideal client to your real estate website. If someone finds you, YOU ARE THE EXPERT.

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

Real Estate Subdivision Marketing | HOW To Be The Subdivision Expert

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Community Real Estate MarketingREALTORS, Take your real estate hat off and put your consumer hat on. Imagine this. You are in the market for a new home in Phoenix, or Chandler, Sun Lakes – you get the point. So, like over 90% of consumers, you start your search on the internet.
Your search returns 1-10 of 30,000 pages. You quickly realize – you will need some help. You search again, this time adding more keywords to narrow down your search; subdivisions that are in your child’s school district and in close proximity to your job. You are not familiar with all the neighborhoods at this point so working with a real estate agent or REALTOR® makes perfect sense.

Given the scenario above, would you prefer to work with a real estate agent that works the general area you want to buy in (Chandler, Gilbert, Mesa, Tempe) or an agent that works the subdivision you want to buy in (Val Vista Lakes, Ocotillo, Clemente Ranch, Dc Ranch)?

If you’re like me, and I am betting you are, you would choose the real estate agent that knows the most about the subdivisions you are interested in. By “knows the most about” I’m talking about builders, market trends, things to do, floor plans, lot sizes, lifestyle, etc.

But how do you find a real estate agent like that? Even better (put your real estate hat back on) how can you, the real estate agent, be seen as the expert in the area? How can you have buyers coming to you? Asking for your help?
The answer – Community real estate videos.


She Found It
The house I live in now – my wife found it. We lived in an adjacent community, but she (the wife) always, unbenounced to me, wanted to live in the gated community we now call home. It was on the way to the grocery store. A store she visited at least 2 times per week. On her way to the store, if the gate was open she would drive in. She did this over and over again until one day she drove through the community, found an exclusive listing, drove home, told me to “get in the car” and here we are almost 9 years later.

Google Is Your Friend
Today, consumers don’t need to drive a subdivision. They can simply “Google it”. (Fellas, ask your wife what community she wants to live in next – I bet she knows) And this is a great way for you to get found online. While Zillow, Trulia and Realtor dot com are sure to take up the 1st page of Google for homes for sale, there is a way you can leapfrog them and get the attention of consumers most interested in the communities you market. That way? Community real estate videos. Below is a community video of the master planned, active adult community of Sun lakes in Sun Lakes Arizona by Amy Jones of the Amy Jones Group at RE/MAX Infinity.

Personal Branding
Community videos are what we call “stealth marketing”. Community videos are excellent for tying your personal brand to the community or subdivision. If done correctly, the residents of the community/subdivision will identify with the video and share it with their friends and family, further extending the reach and personal brand of the real estate agent. From the video above you can certainly tell that Amy knows the community of Sun Lakes like the back of her hand. Note: YOU MUST BE IN THE VIDEO! Video is very powerful for building trust. Check to the many benefits of using video in real estate

Some Suggestions
The best community/subdivision videos will be an advertisement for the community, not the real estate agent. They will also be professional. By “professional” I mean, not a shaky video by a real estate agent holding their iPhone or iPad as they drive a community. Some great options include story board, like the video above, or voiceover narration. NAR reports 73% of sellers would list with a real estate agent that would use video to market their property. You can extend your personal brand and get found online by creating community videos for the areas you want to serve. We can help bring the community to life.

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

Real Estate Video Phoenix | 9 Reasons Why Every Real Estate Listing Should Have A Video

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Real Estate Video Phoenix
Reasons Why Every Listing Should Have A Video

I got a call the other day from a real estate agent in Florida. His question: “Stephen, should I bother making a real estate video for my lower end listings?”

I remember way back in the day when I used to get questions from real estate agents like “should I use video?”, I don’t get those so much anymore (thankfully) which tells me the real estate community is FINALLY catching on to the value of leveraging video in their real estate business.

What I told him and what I will tell you is this: “YES! You should make a video for every one of your listings!”
I’m not sure where it came from but for some reason there is this notion that real estate video is only for LUXURY properties. Over the years, I’ve shot my share of luxury properties, from Paradise Valley to Scottsdale, Cave Creek to Queen Creek. If I helped to further this myth, “video is only for LUXURY properties” I apologize. NOTHING could be further from the truth. In my opinion, video should be used on ALL of your real estate listings.

A few years ago, it used to be good enough to just “do” video. Those days are over. Now real estate videos need to have some VALUE for the consumer. What a property looks like, what a property FEELS like, the floor plan are all of value – to the consumer.

If I was a real estate agent I would make a video for EVERY listing, regardless of price. And here’s why…

9 Reasons Why Every Real Estate Listing Should Have A Video

  1. IMAGINE THAT. Regardless of the price range, a good real estate video will help a buyer mentally move into the property. This will increase the likelihood of a showing and ultimately a sale
  2. INCREASED VISIBILITY. A good real estate video will increase the likelihood of, not just the home, but THE REAL ESTATE AGENT, of getting found online. Video is 53 times more likely to appear on page 1 of Google compared to text alone
  3. COMPETITION. Video will help real estate agents compete with 3rd party aggregators like Zillow, Trulia and REALTOR dot com. These are some of the websites that steal your traffic and your leads. The optimize a RETTS feed from your MLS to get their website found online BEFORE yours. BUT! They don’t have an answer for video. You can take back some of your web rankings as you are here locally. You can create hyper local video content (your listings) they simply cannot.
  4. STAND OUT. Video will differentiate you from your competition. Let the other guys do their standard postcards and flyers, sports schedules, newsletters and door hangers – while they are part of a strategy – THEY ARE NOT THE STRATEGY! You can use direct mail to drive the consumer to your videos. Of course, those videos will be on your website, where the consumer can search for homes and learn more about you.
  5. PERSONABLE. Video will help you show up as more of a PERSON instead of a SALES PERSON. People do business with people they LIKE and TRUST. This is another benefit video can do because the consumer can SEE your body language. They can SEE you know your stuff. That you are passionate about their home and your business.
  6. BRANDING. Video will help you build your personal brand.
  7. SPEED. Because video is FAST, you can convey more information in a shorter period of time, keeping the consumer engaged
  8. WEBSITE TRAFFIC. Video ranks better than websites. Google LOVES video. The more videos you have on your website the more traffic Google can send to them.
  9. EMOTIONS. Video uses more of our emotions. Emotions are imperative in any sales process. Haven’t you noticed all these retailers trying to appeal to us through our desire to be someone else? Like someone else?

Of all the reasons to have a video for every listing, none of them have anything to do with price. Take a look at the video below.



Now, answer the following questions.

What was the first name of the listing agent?
What subdivision was the property in?
What color was the front door?
Did the property have a pool?
Were the appliances black or stainless steel

The fact that you can answer any of these questions proves my point. Video conveys more information than any other medium.

The real estate agents that are using video in their business CORRECTLY are killing it. They are walking out of listing appointments victorious, even in the face of better known agents. They are getting found online. Their phones are ringing. We can help you do the same. Order your video today.

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

Real Estate Photography Phoenix

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real estate photography phoenixI shot another house today, yes it’s a Saturday, I should be out with the family, but there is so much demand right now for good real estate video here in Phoenix – I am now working 6 days a week. Well, its actually more like 1. Ya see, Monday thru Friday I work for a title company. I shoot my clients real estate listing videos, help them with their real estate marketing (WordPress real estate websites, social media for BUSINESS) and they use me for title. Pretty good deal. But sometimes, like today, I get hired by a real estate agent that absolutely LOVES their escrow officer and will in no way, shape or form use any other. In those cases, I shoot real estate videos for them on weekends – for a fee. You can see my real estate video cost sheet here. Today was one of those cases.

Today’s video was in the community of Finesterra at Valencia, a gated community in south Chandler. The home, beautiful, was right inside, to the right of the gate. At almost 4,000 square feet, it was a big one. Have you ever been inside a house where everything looked perfect? That was this house. Beautiful hand carved wood floors, custom tile, 2 fireplaces. The kitchen had stainless steel appliances, granite countertops and a large gas range. I LOOVE gas ranges, I love them in part because I have an electric one and believe me when I tell you, if you cook, there is no substitute for gas. NONE. I wish I could have gas.

The backyard was like being at the JW Marriot Desert Ridge without leaving home. Beautiful pool with 3 water features, a raised patio overlooking the pool and a large yard with mature landscaping. Mature yards are awesome, they add so much personality and character to the otherwise drab of the desert – there is so much BROWN, we need more GREEN! Check out the video below.



This home was a pleasure to shoot.

When I was almost done, the real estate agent mentioned pictures would be taken on Monday by a rather well known company here in the valley. She casually mentioned, “I wish you did pictures” to which I replied, “I have been practicing my photography, it’s still not where I want it to be but if you want me to shoot some pictures for you, I will do it for free”. I was already there so why not. Besides, if the pictures came out good, I could use them in my portfolio or a blog post like this one, and if they sucked, well, they were free and everyone knows, you get what you pay for.

So I took about 25 photos. For feedback I showed them to the agent “here take a look at these, they are not color corrected yet but what do you think?”. OH. MY. GAWD. STEPHEN, they look great! she said. So, long story short, my real estate photography skills aren’t where I would like them to be but they are obviously good enough for this agent, so I’ve decided I will now be offering photo packages for the real estate agents I shoot for on the weekends. It will give me the practice I need, shooting different styles – flash, bounce, HDR, ambient light etc – different homes, different lighting conditions, etc. I guess it’s a win/win. So if you are a real estate agent here in Phoenix that want’s a KILLER real estate video for a listing and some “OK” pictures (they will be awesome soon) – I think I am your guy. Oh and in case you were wondering, I finished the shoot today with enough time to make Gabriella’s volleyball game and Hondo’s Karate. Phew… momma (Mrs G) wouldn’t have liked it at all if I didn’t make it, ya know.

Real Estate Video Production: Getting Over Fear Of Being On Video

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When I was a kid, the Chicago Bulls were it. There was no team better. When I say “team” I am actually referring to Michael Jordan. He couldn’t miss! It seemed like everything he touched was good. He dunked with ease. So much so that I (and countless hundreds of thousands of other kids) thought, if we had his sneakers – “Air Jordan’s” or a Chicago Bulls Starter – we could be “like Mike”. Well, it didn’t take long to realize, “white men can’t jump” is not just a movie if ya know what I mean.

Mike made it look EASY. What we didn’t see is the thousands of hours he practiced to get better. The first in/ last out of the gym every day. The playing hurt, the missed shots, we didn’t see any of that, only the end result. Perfection.

It’s the same with real estate video. As you know, video is only getting bigger. I make this bold prediction…. Those real estate agents NOT using video in their real estate business will be irrelevant. They will be irrelevant for one reason and one reason only – CONSUMERS ARE DEMANDING IT. It used to happen once in a while, now it happens at least 3 times a month; an agent calling me franticly to shoot their listing because the seller demanded video as a condition of listing.

Real estate agents are a commodity in the eyes of most consumers. It’s why a buyer can walk into an open house and choose the first agent they find to represent them in what is the largest financial decision most of us will ever make. But video can differentiate you from your competition. One of the best ways to use video in real estate is to appear in your listing videos. When it comes to marketing, it’s (in my opinion) the BEST use of video in real estate. Priceless marketing actually. Pricless because the seller will be sharing the video with their friends and family through email and social media, it will be indexed by search engines like Google, Yahoo & Bing. And WHO is in the video??? Yep.

I meet so many real estate agents that are scared of being on video. They may have tried but couldn’t get it done and thought there was something wrong with them, that they were not suited for video in real estate. Well, to dispel this myth (and it is a myth) I have created the video below to hopefully not only put video in the proper perspective, but to get you out of your own way as well.


EDDM Cost Increase January 26th 2014

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EDDM or Every Door Direct Mail costs will increase one cent to 17.5 cents per piece on January 26th 2014. For those of you not familiar with EDDM, I think it is best I let the USPS explain it.

From the USPS website:

Every Door Direct Mail® from the U.S. Postal Service®, is designed to help you reach every home, every address, every time. Now it’s even easier using our redesigned tool!

You can map out a target area, use demographic data (e.g. age, household income, and size) to select a delivery route, choose a mailing drop off date, and pay online—all from your computer. And, you can create your mailings up to 30 days before you plan to mail them.

 

EDDM is a cost effective method of reaching your target audience . You simply log in to the USPS website, enter an address, select a carrier route around the address and the USPS will drop one of your marketing pieces in every mailbox of the residences and/or businesses on the route.

I’m not a fan of direct mail. By “not a fan of” I mean – I hate it. I hate to be SOLD TO. I hate that it becomes a chore to sort my mail – junk over here, bills over here. I really hate that I have to SHRED these unwanted and unsolicited messages (to prevent identity theft). All of this takes time. Time I don’t have. Time I would rather spend online – WHERE I ACTUALLY GO WHEN I HAVE A NEED FOR A PRODUCT OR SERVICE.

Maybe this is why I only check my mail every 4 days.

Maybe I wouldn’t hate direct mail so much if the messages I received wire actually of value. Maybe I would think differently if the messages actually pertained to me. But they don’t. The bras ads and the Boston Proper and the Pottery Barn magazines don’t pertain to me. These marketers simply spam all of us with the hope their message lands at the moment we have a need. It’s a challenge to reach consumers like me as I only check my mail every 4 days – remember.

I think direct mail could be effective IF it was part of a bigger plan. Not THE plan. For instance, if I was a small business owner who was so inclined to use direct mail as a marketing method, I would first target a specific demographic or geographic area where those that lever there would be most interested in my offering.  Then I would create a message that pertained specifically to them. “Residents Of”.. Fans of.”.. etc. Then I would make the message more about them than ME. I personably HATE marketers that only talk about them. I want them to talk about ME. How are they going to help ME? How are they going to make my life easier? Save me time or money?  But no, they only talk about themselves. Wow, that’s great that you are a TOP PRODUCER Mrs Real Estate Agent but how does that help ME? If its all about them it can’t be about ME. Then I would encourage them to visit my website, for an exclusive coupon or to learn more information or to watch a video.

It is there – on my website where they will be educated and informed. It is on my website where they will learn more about me and how I can help. What problem I solve. It is on my website where they will sell them-selves. They can watch my testimonial videos of other satisfied customers (social proof). They can watch the videos of others (just like them) enjoying my product or service. They can watch my website introduction video where I welcome them and tell them what to expect and most importantly – HOW it will help them.  It is on my website there they can fill out inquiry forms.

Direct mail is part of the PLAN, it is not and should not be the THE PLAN. It’s all about getting traffic (your ideal client – those that would be most interested in your product or offering) to your website.

Businesses will always be subject to increasing costs in broken models – US Mail, TV, Radio, Magazines, Yellow Pages. They will always be reliant on third parties like the US Mail until they learn HOW to market where the consumer is. Not at their mailbox but ONLINE. The great thing about the internet is, IF you know how to leverage it, and you know how to create content (blog posts, videos, pictures) your ideal client would look for, those that will be finding you online are those that actually needed your product or service.

Now all you need is a website and the knowledge to use it. You probably want someone that can help you create the video content your ideal client is looking for too right?. As luck would have it – we can help with all of that. Please fill out the form below. Lets talk.

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