Most real estate sellers are still missing out on narrated video tours, one simple feature that adds
enormous value to property listings. These kinds of videos resemble an in-person viewing with a
realtor, with the convenience of a web experience, and one shoot can reach hundreds, if not
thousands, of potential buyers.
A 2017 NAR trends report shows that 36% of buyers frequently used video listings, which is
quite a high number given the relatively few properties that are listed with any kind of videos, let
alone the specific kind we’re talking about here. Despite the fact that quality camera
smartphones and affordable hosting options have been available for a while now, and that buyers
show an interest in watching these videos, few sellers are leveraging them. That means the few
properties that include video tours stand out and get attention. Video tours are also a great way to
enhance email marketing blasts.
Much more than a slideshow of photos stitched together with soothing music and fade transitions
using the Ken Burns Effect, or a 360-degree tour using Google Maps and Street View, a video
tour is shot by someone physically walking through the property, showing highlights and
explaining things along the way in voice-over.
For an owner selling their own home, a video tour is a great way for them to show off aspects of
the home that they know best. A good video tour also means that fewer people will be
unnecessarily disturbing the homeowner for showings, something that can be important for
disabled sellers.
A number of companies are now using drone technology to shoot aerial videos of properties for
sale, which can give stunning views of the property and surrounding neighborhood. These shots
used to cost tens of thousands of dollars to film, employing cranes and helicopters, but now they
can be done for a couple hundred. Still, after the initial phase of drone footage for real estate
came out, the wow-factor seems to be wearing off. After all, buyers can get similar views of any
house and neighborhood using Google Earth.
That said, if you’re selling a property with some acreage such as farmland, an aerial fly-through
could add lots of value. In that case, drone footage can capture the scale of property and its
layout.
There’s no need to get fancy with 3D virtual reality, at least not right now. Even though a
technology exists and looks cool, that doesn’t necessarily make it compelling for selling a
property. Customers don’t necessarily want to to the time to drive their own tour experience.
And besides, today’s equipment for shooting in 3D costs around $5000.
Most sellers lack the videography skills and equipment needed to produce high-quality home
presentations. Even though we all carry around quality cameras in our pockets, nobody wants to
watch a shaky iPhone video. While equipment like tripods, lighting and stabilizer mounts aren’t
very expensive -- a couple hundred dollars for a pretty good setup -- and production software is
free or cheap, some realtors would rather avoid the hassle. In that case, it’s worthwhile to
research some local videographers to find out what they would charge. Larger markets often
have video production companies specializing in real estate and they usually charge by the
square footage. You may find that the marketing advantage of quality video shoots of your
premium properties justifies the rates charged by these professional videographers.
If you hire someone to shoot video for you, either handheld or drone footage, make sure they’re
insured for any damage they might cause while onsite. Brokerages need to check with their
insurers and attorneys to make sure they’re covered for any damage or injury incurred during
video shoots. “Damage and injury cases can and do vary widely based on circumstances and
jurisdiction,” says Rose Burberry-Martin, marketing director for the law firm of Chisholm,
Chisholm, and Kilpatrick LTD.
As for hosting videos, sites like YouTube and Facebook are free, but they’ll show ads and
distract your viewers with things like cute cat videos. To protect your video assets and present a
more professional appearance, business hosting services like Wistia may be in order.
Keep your videos fairly short, at around one or two minutes. Include a short introduction about
the neighborhood’s features and the home’s exterior, and then head inside. At the end, wrap up
by thanking the viewer along with a call to action including your name and/or company.
You should consider adding video tours to some of your premium listings. Begin by hiring a
company to produce a couple trial videos, then try to assess the ROI by looking at generated
leads. And if you think you’ve got what it takes to make the videos yourself and add voice-overs,
by all means, go for it.
