Bethany's First On-Camera Video
If you had asked me ten years ago what my #1 piece of advice would be for real estate agents trying to build their business, I would have told you “hire a real estate photographer”. Because back then, hardly anyone was using a professional photographer to market their listings, and it was an immediate and dramatic differentiator. And while we still have a ways to go for universal adoption of professional photography in real estate marketing, it’s definitely becoming the standard home sellers now expect.
So what’s the next step? You may not want to hear it, but I think it’s showing up on camera.
Real estate walk-though videos are nothing new, but here’s the problem with most of them and it’s something most agents and real estate media companies don’t like to admit: they tend to be boring. Online marketing is a battle for attention span, and overwhelmingly, the videos that get the most views, shares, engagement, and, most importantly, get watched to the end, are the ones with people in them. It’s basic human psychology, and you might as well use it to your advantage.
Here’s a couple reasons why if you’re not embracing video in your real estate marketing, it’s time to reconsider:
Nothing builds your brand like appearing in video. It gives prospects the opportunity to get to know you, and see if you’re a good fit for their needs.
I truly believe that a well-crafted, agent-hosted listing video is evergreen content, even after the listing is sold. No one is watching regular listing videos for sold homes, unless they have an agent on camera. Because once that listing is sold, that agent-presented video stops being a listing marketing video and it starts becoming an agent branding piece and part of your marketing portfolio. Building a collection of compelling listing videos that feature you gives your prospects an idea of how you’ll present and market their home. Imagine sending a prospect a link to your YouTube before your listing presentation and they get to watch dozens of videos where you professionally present your listing inventory. By the time you show up for your meeting, they will already feel like they know you. And frankly, right now, in 2021, hardly any of your competitors will be able to offer the same. You’ve instantly proven your credentials as the local agent who’s mastered video marketing.
It’s important to consider that a well-crafted video featuring you is something that can have several years of shelf-life and can help you continue to get new listings. Yes, it’s more slightly more expensive to appear in your videos, but you’re going to get a way bigger return than you would with an un-hosted walk-through video.Creative, fun, and interesting real estate videos expand your reach and views beyond people just interested in the listing. Why does it matter if a buyer in Clarkston sees your video about a Downriver listing? A couple reasons. First, more views and engagement helps your content reach more people, and those people may share your video with buyers who are interested. But also, it keeps you top of mind as the local real estate professional. As prospects start to get to know you better through video, they will be more willing to consume your video content even when they aren’t actively searching for a home. And when they know someone who needs to buy/sell, who are they going to refer? The agent that sold them their home that they haven’t heard a peep from in 3 years, or the person who puts out entertaining videos they can’t stop themselves from watching even if they aren’t looking for a home?
We constantly get feedback from our Realtor clients telling us they can’t believe how far-reaching their videos are. They have led to agent referrals from across country, or being contacted from out of state buyers looking to relocate that otherwise would have been fully off their radar.
So with that said, I’d like to share this recent video we did for Bethany Reyes with The Better Co. This was Bethany’s first time being on-camera in one of her listing videos and she did a great job! Take a look below and read on for some more tips about preparing for your first time on camera.
So I’m hoping I’ve convinced you to give video a go for your business. But before you run over to our booking page to order a Showcase Package, here’s a couple tips so your first video can be a success.
Use a media company. (I mean, come on, this is a real estate media blog, I gotta mention it.) First impressions are important, and shaky video, bad audio, and terrible lighting do not make for a great introduction to your new video content. You gotta do it right, this is your business we’re talking about. Hire someone who’s got the chops and experience to do it right. Inaudible or noisy audio can straight up RUIN an otherwise great video. Also, if you work with us, we’ll provide you with lots of direction so you can look your best.
Keep the script SIMPLE. I mean it. This is not the time to try to work every architecturally-related vocabulary word you know into your script, it’s not going to impress anyone, it comes off stiff and formal, and overly complicated scripts are easy to mess up. The more takes you have to do, the less confident you’ll feel. How you write an MLS description is NOT how you write a script for video. Actually, let me back up here, WRITE A SCRIPT. Even if you’re well versed in doing Instagram Lives or host your own podcast and you’re sure you got this, spend 20 minutes jotting down a loose script and then practice it. There’s very few agents out there that can legitimately just ‘wing it’ without prep work, for everyone else, you’ll get the best bang for your buck if you take some time to prepare.
This is not the time to provide a robotic list of factoids like square footage, or the house number, or when the roof or HVAC was replaced. If people are interested in that stuff, they will head over to Zillow/the MLS. Instead, keep things conversational. What makes this home unique for the neighborhood? What’s the first thing a buyer will notice when they walk through the door? What are the features that you’d really have to spend some time in the home to know about? What problems does this home solve for a prospective buyer? Your sellers can often be a great source for inspiration for this, so ask them questions.Keep the action simple too. Walking and chewing gum at the same time sounds easy, but wait until someone starts filming you. If you’re new to video and feeling a bit nervous about it (totally normal, btw!) just getting through your script can be challenge enough. So don’t block out a bunch of elaborate scenes until you’re a bit more experienced. If you want to water ski past your lakefront listing, or saddle up on a horse at the country estate you’re selling, awesome, but at the beginning, do that stuff as B-roll, and don’t plan on actually talking while you’re doing the action.
(If B-roll is an unfamiliar term to you, it’s just the alternative footage that’s shot secondary to the main footage. It’s a great way to add “filler” to break up your script, add visual interest, and keep the viewer engaged. B-roll in real estate video is often close-ups of architectural details or community footage. When the agent is participating in the video, we like to show them interacting with the space.Remember, presenting on video is a skill, and like any skill, the more you do it, the better you’ll get. I highly suggest that clients run through their presentation before we film them. Practice your script in front of a mirror, or better yet, use your phone to record yourself. Check your expression, and practice playing with your inflection to see what sounds the best. You may quickly discover you have 4 minutes of script for a 60-second video, or you’ve inadvertently included some tongue-twisters. Better to figure that out before we’re on the clock. Of course, once we start filming, we’ll provide direction, but even a little bit of practice can make the filming process easier. And don't be afraid to mess up! Have fun with the process, and remember that having some blooper footage can be a good thing!
