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Video Becoming an Increasingly Important Part of Real Estate Marketing

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Video Becoming an Increasingly Important Part of Real Estate Marketing

July 01, 2014
By Laura Stotler
TMCnet Contributing Editor

One of my favorite guilty pleasures is visiting the hilarious blog known as Terrible Real Estate Agent Photographs. The author makes it a hobby of collecting the absolute worst photos in existence, which are all apparently being used to advertise actual real estate.

Whether these properties sell or not is a great mystery, but if nothing else, the website is a lesson in what not to do when selling real estate. And it’s surprising that such photos actually exist these days, given the simple yet feature-rich multimedia tools that are available for property marketing.

The National Association of Realtors recently published a field guide on using digital video as a marketing tool. The piece aggregates various sources outlining everything from actually making an effective video to how to market it properly. According to the Association, Youtube is the top video search destination for potential homebuyers, with 51 percent of those prospects seeking video visiting the site. A close 41 percent go directly to brokerage websites for their video needs, followed by Google (News - Alert) video, consumer-generated video reviews and aggregator listing websites all making the video hit list.

Surprisingly, using videos to sell real estate isn’t a widespread phenomenon yet (which may explain the prevalence of terrible real estate photos). And yet it’s a growing trend, with the Association estimating around 14 percent of agents advertise their listings with videos. And yet at least 90 percent of buyers use the Internet to search for properties, making video an extremely valuable and largely untapped marketing tool for the industry. In fact, according to the Association, of those searching online for real estate, at least 21 percent use or seek online videos.

Since YouTube (News - Alert) is the top way to get prospects to view your video, being able to get maximum visibility on the site is key. And not only is YouTube chock full of useful real estate videos for buyers and sellers, but the site is overflowing with videos for real estate professionals – on how to make effective real estate videos. Tutorials cover everything from proper lighting, editing and processing of videos to how to market your video to get the most visibility.

But YouTube isn’t the only game in town when it comes to real estate videos. Rexcheck recently launched a site and mobile app geared toward homebuyers that provides high definition video for listings. The company touts itself as a global real estate open house exchange through which buyers and renters may preview offerings in extreme detail from the comfort of their home, office or mobile site. The site also enables buyers and agents to collaborate in real-time through Facetime as well as walk through a live house tour using video.

A number of multimedia tools also exist for simple and quick generation of real estate videos. Realbiz Media recently announced a new solution in collaboration with ERA and Century 21 Real Estate. The company offers a Video Microsite platform, enabling realtors to easily put together interactive video “microsites” specifically designed for SEO as well as broker and brand visibility.

The company’s video processing technology pulls images and data from real estate listings to automatically generate the sites, each with its own unique and searchable URL. Property agents may also add unique video about listings as well as their profiles, community info and videos and corporate overviews to enhance their listings.

Edited by Alisen Downey

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