Video used to be a nice perk for savvy real estate professionals. I say “used to be” because it is no longer a “perk”. Video is now a necessity. One the consumer, your present, past and future clients have come to expect.
Login to Facebook. Twitter. Instagram. Pinterest. What do you see? Social networks that were once filled with blog posts and images are now filled with videos. And even better – you are clicking on them – and watching them. Digital ad sales (online) are up 17% to $178 Billion from 2015 compared to just 4% or $186 Billion for TV ad sales. Video is exploding. Look at the last time you did a Google search for something. Did you click on the article, the Google Image or the Video? Chances are you chose the video. Video simply says so much more than any other medium. That’s because video is fast. Video is educational and video is emotional. Video is also great for real estate branding and professionalism.
I started Hub Media Company in 2014. We started with cinematic property tours, videos of a real estate agents listing. It was a no brainer. Savvy real estate professionals quickly realized videos of their listings were a great way to not only present their listings to the market, but also align themselves with the property, the community and the area at the exact moment the consumer cared most about what they had to say. These real estate videos were not only shared through social networks like Facebook, Twitter, Pinterest and Instagram, embedded in websites, CRM’s and blogs, but they were also shared by the sellers to their friends and family – a direct endorsement of the real estate agent to the sellers SOI.
But real estate property tours are just one way to build your real estate brand. There are so many more. In this post I’d like to discuss real estate milestone videos (that’s what we call them) that educate, inform and build your real estate brand.
Real Estate Milestone videos are videos that are sent to your home buyer or seller as they approach certain milestones of a real estate transaction. These videos educate the home buyer or seller on the next steps on the transaction. They also relieve stress as the buyer/seller has a better idea of what is coming, what responsibilities they have and by when. Here are some of the examples or real estate milestone videos.
Your Marketing Plan – This video can be used to show the seller how you will market their home for sale. What makes you or your team better and different than your competitors? Professional photography and videography, social media ads, syndication, search engine optimization, open houses, print and paid placement, your guarantees (SOLD or I buy it) etc can be addressed here.
Pre-Listing – a pre-listing video can be used to educate your seller about how to get their home ready for sale. Paint, cleaning, decluttering, functional repairs and upgrades, landscaping, personal items and staging can all be addressed here.
Team Introduction – depending on the size of your team the seller may come into contact with multiple people in multiple roles during the selling process. There is you of course, but there may also be a transaction coordinator, a stager, an assistant, showing coordinator, ISA etc. This video can be used to show the scope of your team and the vital role each plays in ensuring a successful sale.
Pricing – Existing competition in the area, new builds, short sales and foreclosures can all have an adverse affect on price. This video can be used to explain the best pricing strategies and timelines for sale based upon a top of market price vs market value of the area.
Purchase Contract – Purchase contracts vary from state to state. This video can explain the Arizona Residential Purchase contract. Even better, by explaining the contract you are perceived as the expert on it.
Under Contract – A congratulations video, this video can be used to educate your seller about next steps leading up to contract acceptance. Negotiation, Inspections, Appraisal, SPDS, Buyer Response and timelines can all be addressed here.
Escrow – This video can be used to educate your seller about title insurance, escrow officer role, title fees, process, timelines, signing and recordation or COE can be addressed here.
Referrals – This video can thank the seller for the opportunity to work with them, remind them about the level of service they received from you or your team and of course ask for referrals.
Needs Analysis – Does the buyer want to live in a specific area? Why? Do they need to be close to work or live in a specific school district? Do they need 4 bedrooms or will 3 with a den or office work too? Pool or no? This video can be used to cut down your sales cycle.
Loan Pre Qualification – This video can explain the importance of getting pre-qualified. Max loan amounts, downpayment, gift funds, financial documentation, affects of applying for credit during the buying process etc can be explained here. This is a great time to mention your lender and why you work with him/her.
MLS Portal – this video can be used to show your buyer how to use the portal through MLS. How to let you know about houses they like and don’t.
Team Introduction – See above
Zillow – Many buyers head online to third party aggregators like Zillow, Trulia, Realtor dot com, Redfin etc which may or may not be the best place to start. This video can be used to explain why the portal is more accurate for identifying properties currently for sale.
Purchase Contract – Purchase contracts vary from state to state. This video can explain the Arizona Residential Purchase contract. Ways the contract protects the buyer, contingencies, earnest money etc. Even better, by explaining the contract you are perceived as the expert on it.
SPDS – What is the SPDS, how to read it and what to look for can be explained in this video.
Inspections – The 10 day inspection period, what inspections are customary and why. Termite, electrical, foundation, water damage, lead based paint, lot size, pool & spa, roof, sewer or septic, well, mold, permits and zoning can all be addressed here.
Escrow – This video can be used to educate your buyer about title insurance, escrow officer role, customary title fees, process, timelines, signing, wire instructions and recordation or COE can be addressed here.
Referrals – This video can thank the buyer for the opportunity to work with them, remind them about the level of service they received from you, your team, lender, home inspector and of course ask for referrals.
These milestone type videos are excellent for educating and informing your home buyer or seller but they have an added benefit. They can be embedded into your website for your clients to view at anytime, loaded to YouTube for the public to watch and even shared by your client with their friends and family that may be starting their home selling or buying process. At Hub Media Company we are experts on all types of real estate video including milestone videos. We can help you script each video and shoot it for you as well, presenting you, your team and your brand in the best possible way. Other videos to consider include; Expired’s and Cancelled, Agent or Team Biopics or Company Biopics, Loan Officer Milestones, Community and Subdivision, City Overview, Lifestyle, Cinematic HD Property Tours, Things To Do and much more. Are you ready to make video part of your offering in 2017? Fill out the form below or call us.