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Real estate videos – is longer or shorter better?

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Which sells more homes- short or long videos?

Australian real estate video company PlatinumHD.tv continues to grace the pages of AG for a number of reasons. The videos they produce are not only superior to most in quality but in creativeness as well.

Currently, they are experimenting with using agents as actors in “dramatic comedy” format, and today we share with you the above video that is one of the shortest real estate videos we’ve ever seen. And we are impressed.

Why choose a short video format besides cost?

PlatinumHDtv said, “Today’s audience has an attention span literally measured in seconds. If BMW can flog you a car in a 30 second ad, surely you can sell a house in the same? The role of video is not to deliver a blow-by-blow, room-by-room virtual tour. The role of film is to leave the buyer wanting to see more. By calling you.”

Genius. Tell us in comments what you think of the short video commercial style approach.

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24 Comments

24 Comments

  1. Rainer

    April 13, 2011 at 8:12 pm

    I'm not terribly impressed with the video. While creative, it seems clunky. A third or more of the video is the little….whatever they are…not the house.

    I'm definitely with you on shorter is better. But, when someone is searching for a house, they want to see a house. The voice-over is quite distracting from the house, and you know someone is trying to be funny, but just…not…quite.

    There's a point where trying too hard can have diminishing returns. Maybe this would be a good overview of the house and would work in conjunction with other videos/photos of the property if they were all on the same site. But, post it on youtube as a stand-a-lone and watch the yawns.

    People that are searching for real estate don't need little tricks like this to get their attention to sell the house. They need quality photos and video.

  2. John Perkins

    April 13, 2011 at 9:13 pm

    There's nothing wrong with short and creative but there's also nothing wrong with a longer video that showcases what the Buyer will get. First lets note that the 30 second video is $366 U.S. dollars which is a hard price to swallow for any U.S. Realtor for 30 seconds. And the bet is that 30 seconds will drive traffic to your door. Not saying it won't but if it doesn't then that Realtor will not be marketing that way again.
    PlatinumTV states "The role of film is to leave the buyer wanting to see more. By calling you.” If this is the case then we should just stick with a virtual tour for $79 because that 30 second video was a couple pans like a vt but costs over $350. I might be wrong about their statement but it appears to be more about the Real Estate Agent than getting the home Sold. I say, the role of video is to sell that home before the Buyer ever shows up.

    With a longer video (3-4 minutes) you let the Buyer (that "one" you want) see the flow of the home from room to room. If the viewer doesn't like the flow then they don't waste the Sellers or their own Realtors time (Realtors are spending a ton of money on Gas and therefore are really trying to center in on a home the client really wants to buy and the buyer wants the same thing). By showing more home its "Greener" meaning you may not get as many Buyers but what you do get are serious Buyers who saw the home and are truly interested in it. This also builds confidence in the Buyer that the Seller isn't hiding anything and that's a powerful bond between that Buyer and your home as a Seller. I say to my Sellers, "Leave no doubt in the Buyers mind before they ever show up to your house that they've already told each other, "Look honey, I love it already." rather than, "I think we should check this one out." with a question mark. Again, not to say shorter doesn't work but I think this might be a bit too short.

  3. hermanchan.com

    April 14, 2011 at 2:03 am

    the site said only 2 ppl see the whole 3 min vid, the seller and guy who is gonna buy the house. well, whether there are 1000 hits or 2 hits it just takes ONE buyer to close a deal….if that is the purpose of the video, to sell the subject property. so maybe longer is ok.

    but personally i believe brevity is an art. keep things short and sweet

  4. Steven Beam

    April 14, 2011 at 9:48 pm

    Two minutes tops works best. Having a nice looking spokeswoman on camera helps too. I've had good success with video. Both types either expensively shot pro videos and cheap ones where I'm walking through the house shooting and talking work well. Depends on your buyer for the house.

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Business Marketing

Google Chrome will no longer allow premium extensions

(MARKETING) In banning extension payments through their own platform, Google addresses a compelling, if self-created, issue on Chrome.

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Google Chrome open on a laptop on a organized desk.

Google has cracked down on various practices over the past couple of years, but their most recent target—the Google Chrome extensions store—has a few folks scratching their heads.
Over the span of the next few months, Google will phase out paid extensions completely, thus ending a bizarre and relatively negligible corner of internet economy.

This decision comes on the heels of a “temporary” ban on the publication of new premium extensions back in March. According to Engadget, all aspects of paid extension use—including free trials and in-app purchases—will be gone come February 2021.

To be clear, Google’s decision won’t prohibit extension developers from charging customers to use their products; instead, extension developers will be required to find alternative methods of requesting payment. We’ve seen this model work on a donation basis with extensions like AdBlock. But shifting to something similar on a comprehensive scale will be something else entirely.

Interestingly, Google’s angle appears to be in increasing user safety. The Verge reports that their initial suspension of paid extensions was put into place as a response to products that included “fraudulent transactions”, and Google’s subsequent responses since then have comprised more user-facing actions such as removing extensions published by different parties that accomplish replica tasks.

Review manipulation, use of hefty notifications as a part of an extension’s operation, and generally spammy techniques were also eyeballed by Google as problem points in their ongoing suspension leading up to the ban.

In banning extension payments through their own platform, Google addresses a compelling, if self-created, issue. The extension store was a relatively free market in a sense—something that, given the number of parameters being enforced as of now, is less true for the time being.

Similarly, one can only wonder about which avenues vendors will choose when seeking payment for their services in the future. It’s entirely possible that, after Google Chrome shuts down payments in February, the paid section of the extension market will crumble into oblivion, the side effects of which we can’t necessarily picture.

For now, it’s probably best to hold off on buying any premium extensions; after all, there’s at least a fighting chance that they’ll all be free come February—if we make it that far.

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Business Marketing

Bite-sized retail: Macy’s plans to move out of malls

(BUSINESS MARKETING) While Macy’s shares have recently climbed, the department store chain is making a change in regards to big retail shopping malls.

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Macy's retail storefront, which may look different as they scale to smaller stores.

I was recently listening to a podcast on Barstool Sports, and was surprised to hear that their presenting sponsor was Macy’s. This struck me as odd considering the demographic for the show is women in their twenties to thirties, and Macy’s typically doesn’t cater to that crowd. Furthermore, department retail stores are becoming a bit antiquated as is.

The sponsorship made more sense once I learned that Macy’s is restructuring their operation, and now allowing their brand to go the way of the ghost. They feel that while malls will remain in operation, only the best (AKA the malls with the most foot traffic) will stand the test of changes in the shopping experience.

As we’ve seen a gigantic rise this year in online shopping, stores like Macy’s and JC Penney are working hard to keep themselves afloat. There is so much changing in brick and mortar retail that major shifts need to be made.

So, what is Macy’s proposing to do?

The upscale department store chain is going to be testing smaller stores in locations outside of major shopping malls. Bloomingdale’s stores will be doing the same. “We continue to believe that the best malls in the country will thrive,” CEO Jeff Gennette told CNBC analysts. “However, we also know that Macy’s and Bloomingdale’s have high potential [off]-mall and in smaller formats.”

While the pandemic assuredly plays a role in this, the need for change came even before the hit in March. Macy’s had announced in February their plans to close 125 stores in the next three years. This is in conjunction with Macy’s expansion of Macy’s Backstage, which offers more affordable options.

Gennette also stated that while those original plans are still in place, Macy’s has been closely monitoring the competition in the event that they need to adjust the store closure timeline. At the end of the second quarter, Macy’s had 771 stores, including Bloomingdale’s and Bluemercury.

Last week, Macy’s shares climbed 3 percent, after the retailer reported a more narrow loss than originally expected, along with stronger sales due to an uptick in their online business. So they’re already doing well in that regard. But will smaller stores be the change they need to survive?

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Business Marketing

Why you must nix MLM experience from your resume

(BUSINESS MARKETING) MLMs prey on people without much choice, but once you try to switch to something more stable, don’t use the MLM as experience.

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Discussing including MLM experience on a resume.

MLM experience… Is it worth keeping on your resume?

Are you or someone you know looking for a job after a stint in an MLM? Well, first off, congratulations for pursuing a real job that will provide a steady salary! But I also know that transition can be hard. The job market is already tight and if you don’t have much other work experience on your resume, is it worth trying to leverage your MLM experience?

The short answer? Heck no.

As Ask the Manager puts it, there’s a “strong stigma against [MLMs],” meaning your work experience might very well put a bad taste in the mouth of anyone looking through resumes. And looking past the sketchy products many offer, when nearly half of people in MLMs lose money and another quarter barely break even, it sure doesn’t paint you in a good light to be involved.

(Not to mention, many who do turn a profit only do so by recruiting more people, not actually by selling many products.)

“But I wouldn’t say I worked for an MLM,” you or your friend might say, “I was a small business owner!”

It’s a common selling point for MLMs, that often throw around pseudo-feminist feel good slang like “Boss Babe” or a “Momtrepreneur,” to tell women joining that they’re now business women! Except, as you might have guessed, that’s not actually the case, unless by “Boss Babe” you mean “Babe Who Goes Bankrupt or Tries to Bankrupt Her Friends.”

A more accurate title for the job you did at an MLM would be Sales Rep, because you have no stake in the creation of the product, or setting the prices, or any of the myriad of tasks that a real entrepreneur has to face.

Okay, that doesn’t sound nearly as impressive as “small business owner.” And I know it’s tempting to talk up your experience on a resume, but that can fall apart pretty quickly if you can’t actually speak to actual entrepreneur experience. It makes you look like you don’t know what you’re talking about…which is also not a good look for the job hunt.

That said… Depending on your situation, it might be difficult to leave any potential work experience off your resume. I get it. MLMs often target people who don’t have options for other work opportunities – and it’s possible you’re one of the unlucky ones who doesn’t have much else to put on paper.

In this case, you’ll want to do it carefully. Use the sales representative title (or something similar) and, if you’re like the roughly 50% of people who lose money from MLMs, highlight your soft skills. Did you do cold calls? Tailor events to the people who would be attending? Get creative, just make sure to do it within reason.

It’s not ideal to use your MLM experience on a resume, but sometimes desperate times call for desperate measures. Still, congratulations to you, or anyone you know, who has decided to pursue something that will actually help pay the bills.

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