Connect with us

Business Marketing

Four practical tips on how to drive consumers wild with real estate video

Published

on

Video that stands out

Frequently tapped by national news media outlets like Fox News, CNN and the like, Brian Lewis, Executive Vice President at Halstead Property in New York City does real estate video a little differently. Above is his most recent installment that follows over 100 other videos Lewis has created on New York City properties, most of which implement humor as effectively as above. He is creative and his mock talk show format above is highly entertaining. 00:57 is hands down our favorite second of the entire video (as Lewis would say… “wow”).

It’s fresh, it’s hip, but most of all, it’s an effective approach that can translate to any market if done properly.

Four ways to drive consumers wild with real estate video

There are four ways any real estate professional can a drive consumers wild with real estate video and it’s more simple than you may think:

  1. Planning– Lewis’ videos are not of a Realtor walking around with a shaky iPhone giving a “tour” of a property, mumbling about the features as he walks through, no, Lewis’ videos are scripted, practiced, and planned. He knows where he’ll be sitting before the shot begins, what he’ll say, and with what inflections, and it shows. Whether being clever or not, any video should be planned out and written down prior to turning on a camera.
  2. Regularity– visit a random Realtor’s YouTube channel and you may see seven videos from 2008, three from 2009, thirty from 2010 and none from 2011. We’re not saying you have to video blog or that you should create a video for random reasons, but you should have a theme and give consumers some stability in their viewing lives or it appears you only get a listing once every quarter. Try doing a monthly video of your hottest property to get started and build from there. If it is high quality, more is better in this case.
  3. Quality video– speaking of quality, that is one of the top ways to drive consumers wild! You can do it yourself, but if you have the means to do so, videographers have come down in price and all metro areas have quality talent now. Make sure to have good lighting, quality equipment, a quality videographer (if possible).
  4. Quality editing– appropriate yet subtle music can make or break a video, as can transitions, removing “umms” and bad takes, and a quality editing job will have proper branding for any real estate professional. Again, this can be done yourself with quality software, but we recommend hiring a quality videographer that does editing as part of their package. This editing should reflect the script and vision you originally created which is the ultimate reason to have it written down.
  5. BONUS: if you can pull off humor, do it. Some people say the internet was made for funny cat pictures and it’s true- humor in a sea of drab real estate videos really stands out. Lewis appears approachable above, and because of the mocking tone, we watched it several times to figure out which part was our favorite. Then we watched other videos, and the breadcrumbs led us down the path of entertainment while seeing amazing listings. It can be the hardest way to drive consumers wild, but if you can do it, hit that home run!

Continue Reading
Advertisement
61 Comments

61 Comments

  1. Melissa Rose Zavala

    November 3, 2011 at 7:10 pm

    Wow!

  2. Bruce Lemieux

    November 3, 2011 at 9:33 pm

    I appreciate being introduced to RE videos on this site. However, I have to q

    • Bruce Lemieux

      November 3, 2011 at 9:57 pm

      (sorry about that)… I have to question the constant push for agents to do these super slick videos. Here's two reasons not to do video for listings:

      1. Getting views for listing videos is super tough. Put it on your website and sites like YT or Wellcomemat and count the clicks. 15-20 views a month for a listing isn't bad. But is it enough to justify the extra cost (money and time)? Until videos can be distributed via the MLS (few do this) and included in syndication, it's *really* hard to put your videos in places where buyers can find them. Why do it if no one will see it?

      2. To deliver a quality video, it takes a significant investment in time and/or money. Given #1, is this the best place to spend money to help sell a listing? For 99% of us – I don't think so.

      I'm a huge fan of video, but I feel like it's constantly being hyped as "the thing that we should all be doing". Brian Lewis, 1000watt, and everyone in Australia (it seems) are real pros and provide great inspiration. But, this simply isn't the right model for 'the 99%'.

      As a better model I would recommend @LasVegasTodd. The production is low tech, and the guy uses a white board, but he delivers great videos with great info. Something within reach of most of us.

  3. Prudential Locations Hawaii

    November 23, 2011 at 10:22 pm

    Interesting article.

    Not sure how much I enjoy the “commercials” in that video example – however the uniqueness does start to grow on me. Wow… kind of funny.

    Otherwise good points provided to enhance your real estate video.

  4. Greg Lyles

    March 7, 2012 at 1:43 pm

    To address Bruce’s question about “if nobody see’s it, why do it?” I offer the following: Embed the video into your property listing web site – the one that the QR code or text for info sign takes them to. Secondly, embed it into your Facebook business page. I don’t think people go to YouTube to search for homes – in fact, I’ll go so far as to say I know they don’t. YouTube is simply a place to park the video and get an embed code so you can put your video where people WILL see it.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

Published

on

Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

Continue Reading

Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.

Published

on

Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

Continue Reading

Business Marketing

Your business’ Yelp listing may be costing you more than you think

(BUSINESS MARKETING) The pay per click system Yelp uses sounds good in theory, but it may be hurting small businesses more than helping.

Published

on

Man browsing Yelp for his business listing in open office environment.

We all know Yelp – we’ve probably all used Yelp’s comment section to decide whether or not that business is worth giving our money to. What you might not know is how they are extorting the small businesses they partner with.

For starters, it’s helpful to understand that Yelp generates revenue through a pay per click (PPC) search model. This means whenever a user clicks on your advertisement, you pay Yelp a small fee. You never pay Yelp a cent if no one clicks on your ad.

In theory, this sounds great – if someone is seeking out your product or service and clicks on your ad, chances are you’re going to see some of that return. This is what makes paying $15, $50, or even $100 a click worth it.

In practice, it’s not all it’s cracked up to be. When setting up your Yelp account, you are able to plug in keywords that correspond with your business. For example, owner of San Francisco-based Headshots Inc. Dan St. Louis – former Yelp advertiser turned anti-Yelp advocate – plugged in keywords for his business, such as “corporate photographer” and “professional headshots”. When someone in the Bay Area searches one of those terms, they are likely to see Headshots Inc.’s Yelp ad.

You are also able to plug in keyword searches in which your ad will not appear. That sounds great too – no need to pay for ad clicks that will ultimately not bring in revenue for your business. In the case of Headshots Inc., Dan plugged in terms such as “affordable baby photography” and “affordable studio photography”, as his studio is quite high-end and would very likely turn off a user who is using the word “affordable” in their search.

How Yelp really cheats its small business partners is that it finds loopholes in your keyword input to place your ad in as many non-relevant searches as possible. This ensures that your ad is clicked more and, as a result, you have to pay them more without reaping any of the monetary benefits for your business.

If you plugged in “cheap photography” to your list of searches in which your ad will not appear, Yelp might still feature your ad for the “cheap photos” search. As if a small business owner has the time to enter in every single possible keyword someone might search!

In the case of Headshots Inc., Dan ended up paying $10k in total ad spend to Yelp with very little return. Needless to say, he is pissed.

So what does this mean for you if you use Yelp for your business? If you don’t want to completely opt out of Yelp’s shenanigans, try these 3 tips from Dan:

  1. Try searching some potential irrelevant keywords – are your ads showing up in these searches?
  2. Do your best to block the irrelevant keywords. It’s impossible to get them all, but the more you do the more money you will ultimately save.
  3. Keep an eye on the conversation rate on your profile – does more clicks mean more client inquiries? Make sure Yelp isn’t sending low-quality traffic to your profile.

Ultimately, it’s about protecting your small business. Yelp is the latest in big tech to be outted for manipulating individuals and small businesses to up their margins – a truly despicable act, if you ask me. If you don’t have tens of thousands of dollars for ad spend, then either boycott Yelp or try these tips – your company may depend on it.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!