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Video blogging inspiration from Hatton Real Estate in the UK

Lessons from across the pond

Commercial real estate firms are well known for having top quality print marketing but fall years behind residential agents when it comes to blogging and even several more years behind when it comes to video blogging (video) which is a shame, given the visual nature of the industry. In the UK, commercial real estate firm, Hatton Real Estate has set out to vlog and is actually doing a commendable job.

Although the language and wording may be different than some of the real estate industry jargon in America, the video above shows that a simple video can announce a property and show visually the listing, without being cheesy or making it about the agent. Granted, we Americans are easily swayed by a British accent and not all U.S. agents can hire a British spokesperson, there are other standout qualities in the above vlog- it is concise, it is not self congratulatory, never cheesy, it is well scripted and the person on film doesn’t exhibit any strange hand movements or ticks.

Additionally, it is of note that Shaun Simons wears a suit in the video above, not a Hawaiian shirt or poorly fitted polo- his dress reveals a respect for his job and the viewer. Fashion depends on which segment of the market you work with, but upscale commercial properties demand less casual dress as demonstrated above. The video could use some lighting on the subject when inside the well lit unit because they are filming against backlighting and the idea of being well lit is a tad lost, but the editing is well done, the intro and outro are consistent in their vlogs and represent great branding. Because they keep it short, the video is easy to share on social networks and watch on a smartphone.

Check out Hatton Real Estate’s YouTube Channel to see other episodes of their vlog for inspiration.

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Tara Steele is the News Director at The American Genius, covering entrepreneur, real estate, technology news and everything in between. If you'd like to reach Tara with a question, comment, press release or hot news tip, simply click the link below.

42 Comments

42 Comments

  1. Anita Koppens

    September 26, 2011 at 3:49 pm

    Hi Tara,

    It's the perfect length! Just enough to tantilize and not long enough to bore the viewer. That's the worst. Even if I'm promised a big payoff at the end, I'll click off a video if the transitions are slow or if I can see it's going to eat up minutes of my life. I appreciate that it's not a generic 360 shot with a droning description of the elegant "this" and luxurios "that". This is a great example of a contemporary real estate video.

  2. Michael Raibin

    September 26, 2011 at 5:43 pm

    Hi Tara,

    Really quite flattered by your article and have taken your comments on board.

    You are absolutely right about keeping it short and sweet, but to avoid the cheese factor at all costs ! We really enjoy your no non-sense approach and get straight to the point.

    Anita, thank you also for reinforcing your views, greatly appreciated.

    Please subscribe to our channel, as we update our Vlogs weekly and have an interesting interview coming up with a local creative tenant Richard Moross of Moo.com in Shoreditch, London – so watch out for that.

    And finally, (please excuse a further plug) we update our Blog daily with each of the deals we carry out and projects we are working on in Central London – hattonrealestate.co.uk/blog

    Kind regards,

    Michael

  3. Danny White

    September 27, 2011 at 8:04 am

    A true indication of what highly motivated and experienced agents can do. This will revolutionise real estate in the UK. As with any impressive trend people will follow. Hatton Real Estate seem to be setting a pace and if they continue will go from strength to strength and will leave everyone behind. Not only is it professional but creative. Maybe the days of real estate cowboys are not gone just yet, however Hatton Real Estate are a cut above the rest! Keep it up I know I will be watching your success from a distance.

  4. herman chan

    September 30, 2011 at 3:34 am

    great job! love the intro/outro music!

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