The task of the day is going to require you to really work outside your comfort zone, but as they say…No guts, no glory. Not everyone is going to immediately take a shining to this task because putting yourself in front of the camera is often uncomfortable especially if you’ve never done it before. Today, the mechanics of making a video could not be more simple. If you have a smart phone, you can make a video. What you say, how you say it and how you “perform” is another story so you have to be prepared to try different things. If you’ve been reading my blog for a while then you know I have mastered (more or less) the art of videotaping myself at the tail end of my runs. While I’m usually all sweaty and out of breath, I think I pull it off because I go over the script in my head for my entire run so when its time to roll camera I’m as prepared as I need to be. Check out this video I did on behalf of my office. Its a little bit more produced and in an office setting.
The point is that video offers a unique differentiator. Have a look around at other realtor websites and see who has video bios anywhere on their site. It is rare. Videos serve one single purpose….they give members of the public the opportunity to meet you BEFORE they meet you.
A perfect video should be about one minute long and contain three key ingredients. Tell them who you are, what you do and how you do it. If that’s too involved or complicated then how about just telling people who you are and why you love selling real estate. It can be as simple as that. It might take you a few tries to get it right but trying is the operative word here.
Once you learn to relax in front of the camera you can expand your repertoire. Try setting up a tripod and tape yourself talking about neighbourhood events or film local attractions. Here’s one I did last year at the Sam Smith Ice Trail in Etobicoke. I used a very simple program called Videolicious to take the video right from my iPhone. You can download it for free at the App Store. Its pretty basic but the quality is decent given that I did it in one take.
Don’t forget to have fun!
mark mclean is the Broker/Manager at the Bosley Real Estate Queen St W office and President-Elect for the Toronto Real Estate Board. The opinions expressed here do not reflect the opinions of TREB or Bosley RE.
I like video. I’m a visual person, and maybe a bit lazy too. If I’m trying to do something around the house I will almost always see if there is a how to video first before I read ANYTHING. So it’s no surprise that video plays an important role in our company’s strategy and I wanted to share some of those successes here, if only to demonstrate how important video is becoming. For years our agents have done virtual home tours. There are any number of companies out there that will show up at a property, take some still shots, shoot some video, add some titles and stitch together a 2 minute clip that gets uploaded to our YouTube account. No fuss, no muss. On the Bosley Real Estate YouTube channel, those videos can generate 20-30 views and may hit 60 if we’re lucky. These videos also show up as attachments to agent’s listings on MLS and Realtor.ca and get a lot more views outside of YouTube.
Several years ago someone came up with the idea of shooting “lifestyle” videos. Conceptual in nature, these videos add a unique angle to the traditional home video by using actors to show what LIVING IN THE HOUSE is like. Cool idea. These videos have gained some success and have contributed to the house being sold. In fact some of our agents are using them quite successfully. Of course they are more expensive to produce and once the property is sold the video has limited appeal except as a tool to get other listings. Which begs the question, if a potential client says he wants a lifestyle video and the house is a dump, how are you going to back out of that one?
For our part, our video success has come from two sources. First we recognized that Bosley Real Estate has deep and long-lasting roots in the various communities in Toronto and so we were the best ones to talk about neighbourhoods. We created a video series called “Neighbourhood Navigators”. Currently we have 13 done and another 4 in post production. We also have one of the most experienced management teams and advice that is worthwhile and relevant so we created advice videos with topics like “Do I have to accept a full price offer on my home?”. These videos have responded to the statistics that are available. A 2013 Google Consumer Survey reports that 47% of RE researchers use YouTube to view video home tours, 21% use it to learn about neighbourhoods, 18% use it to learn about RE companies of agents, and 13% use it to watch “how to” and “advice” videos. With barely 9 months under our belts our success has been extraordinary. Check out a snapshot of or analytics. We were basically flatlining but the major jump happened the moment we published our first neighbourhood video in June of 2013. . Video continues to play an important role in our online presence too. On our new website we created a Neighbourhood Navigator and Advice page. Our agents are embedding the videos into their own websites and are reporting additional traffic. Of course we still have a lot more up our sleeve. Version 2 is coming out in a few months and will see some video content coming out in our app.
It is no surprise that video is an important tool for the real estate brokerage. In our fast paced, no time to read, life, video plays a critical role. We are also a big fan of agent videos as they give a consumer the chance to meet someone before they meet them face to face.
mark mclean is the Broker/Manager at the Bosley Real Estate Queen St W office.