Real Estate Video: a trending video production genre for the Perth market
In Perth, and around Australia, we seem to have a thing with property. The Real Estate Industry is hugely important to our economy and that’s why it’s an industry that requires high quality marketing strategies. Until recently, real estate video was often treated as a commodity. Similar to the way photography was seen as a technical element for apps, real estate websites and billboards, many real estate agents were scanning the market to implement video. Simply because we all know video has impact.
Real estate video done properly
The key aspect of a successful video is its potential to tell a story. When we manage to summarise a story in 1 or 2 minutes, that’s when we use video wisely and that’s when we can measure impact. So rather than looking at video as a commodity which is automatically added to each real estate advertorial, it’s good to use it only for situations when it really adds value. Real estate video content that simply pans through empty spaces doesn’t add significant value compared to the excellent photos you can produce, when you are advertising a property. In addition, we’re all familiar with the magic of Photoshop-style software, allowing you to add paintings, flowers, and other objects digitally without really adding them in real life. Now with video, you will think more about the story than about adding stuff in Photoshop.
5 Key elements for a successful real estate video
* Overall professionalism: Call it bells-and-whistles, or general production quality. The truth of the matter is that a sh** video will suggest that your property won’t be too valuable. So use a presenter, drone footage, advanced graphics, quality footage, well chosen licensed music and a really good story-board…or do nothing at all.
* Authenticity: We’re talking to real people who explore the quality of real lives in real buildings. Don’t present a clean reality, make it real.
* Effectiveness: Using broadcast quality graphics allows you to tell a story effectively, making the most of a 1 to 2 minute timespan you spend with your audience.
* Vision: Selling property is about selling a lifestyle, a neighbourhood, a vibe, not about bricks, mortar and concrete. Pay attention to the script before you start filming.
* Personality: Imagine who you are talking too. Talk to them in their own language, at their level. Don’t use corporate speak, and choose words that will resonate well with your ideal buyer.
This example promotes Unison on Tenth, in Maylands.
You can also watch it on the Finbar website and see how it works in a general marketing context:
Els Van de Veire
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