How to use quality videos to showcase your listings and yourself.
Content marketing is key to creating digital listings that stand out. Photography has long been the hero of real estate advertising, but with the continued evolution of social media, video is now one of the most engaging platforms for talking to prospective buyers online.
The value of a well crafted video is in its ability to completely showcase a property in the most visual, exciting and easily digestible way possible – a veritable goldmine in the age of mass digital media consumption and diminishing attention spans.
So how exactly do you craft the perfect property video? There’s no exact answer to this since every property is different and needs to be shown in the right light, so to speak. But there are some simple tips to take note of that will ensure your next video is slick, stylish and downright shareable.
Before the appointment.
As Creative Director of Campaigntrack’s video team, Nick Pitt has shot and edited countless property videos, and his advice is simple: “One of the most important things is to be prepared. It helps to have an idea of what kind of video you want to create, and to be as ready to go as possible before the videographer arrives.”
Things like having the lights on, opening windows and moving bins can be done ahead of time so you’re on the front foot. Also check for pool cleaners – you may not want them in the shot, but if you take them out, drip-marked decking can’t be photoshopped for video like it can in photos. It might also be worth having your associate come along to lend an extra pair of hands, especially if a light diffuser needs to be held out of shot in overly sunny settings.
Before a camera is even turned on, the other major consideration is the script. The aim is to be natural on camera, whether that means memorising a script or going off the cuff. As Nick suggests, “Find out your best way to work; how you’re most comfortable.” You could try practising both methods and see what comes more naturally. If you are winging it, make sure you’re familiar enough with the property that you can articulate its best features on the fly.
On the day.
As important as it is to be prepared, you’ll also need to be flexible. The weather is out of your control, as are neighbours with leafblowers, but your videographer can help you get the most out of the environment you’re in so that wind, noise and glare don’t ruin the shots.
“Be aware of the property layout,” says Nick. “How it flows from room to room and how it interacts with light will have a huge impact on the direction of the video.” Make sure you consider the time of day and the amount of sunshine for hero shots like the façade, a pool area or a water view, and if you need to, take test shots as you’re going to check how things are looking on camera – your videographer is there to work with you.
What you can control is your own presentation. Having an agent on camera gives the property a more personal feel and can be a great way to highlight certain inclusions like soft close drawers or touchscreens. As Nick points out though, if you’re going to be the one presenting, “it’s about marketing yourself as much as the property – before you start, check that your tie’s straight, your hair’s the way you want it, and there’s nothing sticking out of your pockets.” Of course you always want to look your best, but how you present yourself can also reflect the property you’re selling. A jacket and tie, for example, will create the polished look needed to showcase a prestige property, whereas an open collar or sleeves rolled up approach may resonate more with young couples or working families.
Once your outfit is picture-perfect, it helps to have your arms relaxed, your hands drawn together, and your eyes connected with the lens. Like the script, you want to be natural; be relaxed. “Don’t be afraid to expose your personality on camera,” urges Nick. “The more natural you are, the more the viewer has to relate to and the more they will connect.” It’s a fine line between being too stiff and being too casual, but if you can strike the right balance, you can make prospective buyers feel at home before they’ve even set foot inside. “Chances are, you’re great at connecting with your clients – apply those people skills to the camera and talk to the viewer, not an inanimate object.
After the video appointment is over you can relax a little, but there are still some considerations for the finer details. Campaigntrack’s Music Selector allows you to browse a continually updated database of music samples and select one that best represents your listing. Whether you’re looking to set a scene of relaxation or maybe create some fanfare, there’s a selection of styles available, from the classic ‘cinematic’ tracks, to those in the appropriately named ‘hype’ category.
Over to you.
This might seem like a lot to keep in mind, but Nick is quick to point out that presenting in property videos should also be a positive experience: “Remember that you can be your own best friend in a way – the more you research and practise, the more you’ll get out of the shoot, and the more positive it will be. Just be prepared and be yourself.”
Campaigntrack has a range of video products that cater to different property types and budgets. From full service to self-created videos for only $25. There’s a quick turnaround on all video content, as well as scope for your input as the listing agent. To find out what’s possible for your next property video, contact us today.