9 Characteristics of a Great Real Estate Video
By Colin Ryan
About Inbound Marketing
If you’re not using video content to market yourself and your business online, you’re missing out on a great opportunity. Content marketing posts with videos attract three times more inbound links than text posts, and viewers stay on these pages 100 percent longer.
Nevertheless, many agents choose to ignore video, assuming they’ll have to hire a professional to do it well. But you don’t need a film degree to make a great video–just a few key ingredients. Here are nine must-haves for a memorable, high-quality real estate video.
A Solid Title
Your video titles and descriptions should strike a balance between informative and provocative and include your target keywords. Since most people will find your video through a general search engine like Google, it’s a good idea to include the term “video” in your title. Also, keep in mind that YouTube and Vimeo include their names in the title displayed in search results, so keep yours brief to avoid cutting off important keywords.
Excellent Video Quality
In an HD world, standard definition is the kiss of death. That doesn’t mean you need to buy an expensive DSLR to record your property videos–in fact, many smartphones shoot in HD, and there are plenty of accessories out there to broaden your toolkit. If you use your phone, just make sure you’re holding it in a landscape orientation, and that it’s recording in 720p or higher. To avoid getting ugly black bars on either side of your videos, use a 16:9 or widescreen aspect ratio.
A movie isn’t just a series of clips stacked next to one another: a good editor carefully chooses his scenes and stitches them together with transitions, creating a film that flows smoothly from one clip (or, in this case, one room) to the next. From the basic to the advanced, most video editing applications include a variety of transition options to help you create a seamless experience for your viewers.
Any experienced videographer will tell you that good lighting is essential for a successful film. When it comes to property videos, make sure your environments receive ample light so that their beautiful features and hidden details shine through. Draw curtains, open blinds, and shoot during peak sunlight hours. This will cut down on the cost and complications of artificial lighting and maximize the natural light homebuyers want.
Short Running Time
It’s no secret that viewers have short attention spans. The longer your running time, the more likely you are to lose viewers before they’ve even hit play. Research varies on just how short your videos should be (not as short as you might think: the top ten most shared ads of all time have an average length of 4 minutes and 11 seconds), but you shouldn’t need more than a minute to adequately showcase a property.
Text and video aren’t mutually exclusive. You can use captions to add listing details that aren’t obvious with video alone: square footage, new appliances, neighborhood amenities and perks, etc. Captions also ensure that anyone watching your videos on mute can still learn everything they need to know about your listings.
While visuals are the most important part of a real estate video, they’re not everything. In fact, one of the easiest ways to identify an amateur is inferior sound editing. Whether you’re adding voiceover or music to your property video, be sure to eliminate background static, use quality recording equipment, and select a pleasing soundtrack that fits the listing you’re profiling.
Clear Call to Action
Convincing people to watch your videos is only the first step in the process. What do you want your visitors to do once they’ve finished watching your videos? Sign up for your newsletter? Follow you on Twitter? Visit your website? Schedule an appointment? Whatever your goal, reserve ten seconds at the end of your video to include relevant contact information and a clear call to action for interested viewers.
Remember, you’re not just promoting your listings with property videos: you’re promoting yourself and your brand. Be sure to feature your logo and company branding prominently throughout the video. If you’re comfortable in front of the camera, you should also consider starring in the videos yourself. This can help you create a more personal connection with viewers, making them more likely to reach out.
Published on September 9, 2013