Behind the Scenes

Most professionals will tell you that no video is better than bad video, so it’s not enough to just show up on the day and hope for the best. Attila Kovacs from Industrie Media provides his top five tips for making your next marketing video a true blockbuster and the envy of your competition.

BY NOW, agents will understand that video is a powerful tool for listing and selling property. However, it should also be noted that it can very quickly turn into a negative tool if the video being produced is not of the highest quality in all aspects. Here is a breakdown of some of the key elements that need to be executed to a professional standard in order to maximise your next video listing, as well as your brand.

The footage of the home, location, lifestyle and the agent needs to be of the highest standard in terms of the angles used, the areas covered, the brightness, the colour saturation and vibrancy. If any aspect of the video feels dull, lifeless or withdrawn this will negatively impact the marketing initiative by the agent, regardless of what they are saying on screen.

The vision must take the lead in the video. It cannot undermine or contradict the photography, write-up or what is being communicated via the voice- over. The vision should take the viewer into a space by capturing mood, colour and texture, rather than just documenting it in news-like fashion.

Bearing in mind that the average viewer will start to tune out after 90 seconds, the content of the video needs to be ‘sticky’. What’s sticky? The vision frame rate (the interval between new cuts of vision) needs to be energetic so as to keep the viewer engaged for longer periods of time.

There is no point in long-drawn-out sequences; they only delay the delivery of content and subtract from the rate of information being communicated to the viewer.

Having highly emotive music accompany the property video is vital. Music can subconsciously manipulate the viewer’s response to a scene by triggering a pre-determined feeling the producer wants you to experience. The experience can arouse various emotional responses such as intrigue, romance, happiness and laughter.

The target, when it comes to real estate videos, is to allow the viewer an opportunity to immerse themselves into a new world, a world they could see themselves living in with their family, entertaining their friends and connecting with the property at a deeper level than just its features. They should get to experience and feel the property and its benefits, not just read about them.

It goes without saying that every agent will already know what the key selling points are for their new listing prior to a property video shoot. So to secure an easy, stress-free and relaxed performance on your next property video it is often best to turn up to your video appointment unscripted. Yep, that’s right; it’s best not to do any type of preparation other than ensuring you have your best suit on and feeling sharp.

Good videographers should assist by taking charge of the shoot and sharing ideas on what to say during the intro, body and outro sequences. Great videographers will even step in and identify key selling points of the home if you happen to get stuck. Ultimately, their job is to reduce an agent’s word count, make things super-easy to remember and nurture the end result by only allowing you to move to the next scene when they are totally happy with the quality of the take.

These are vital safety-nets designed to protect your brand.

The onus should be on the videographer and/or the video company you are using to ensure they are maximising each video listing for you. They should be fully aware they are not only producing a video that’s helping to sell the house, but arguably even more importantly selling you, the listing agent.

Although video can be incredibly powerful, you should be aware that it doesn’t necessarily constitute a successful marketing campaign; as always, it is the quality of the content that matters.

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Attila Kovacs

Attila Kovacs is the Chief Executive Officer of global human resource provider Xorix based in Hong Kong.