The Value of Custom-Made Videos
As people, our bodies were built to process visual information with eyes that are an extension of our brains that are designed to identify images seen in mere milliseconds. When experts connected this natural human behavior to marketing efforts, digital marketing emerged as a leading way to influence and engage target audiences.
It only made sense that working in an industry dependent on matching people not only to locations but to the aesthetics of a home, that I began using videos to better match properties with people. I first started using video in 2010 which was very uncommon at the time in real estate.
I realized that people could get to know me and my business better by making and sharing videos on my social media platforms. With that being said, the video quality left a lot to be desired.
Being the dawn of video marketing, excitement led many people to rush in, yielding videos that mirrored the home videos we all made when the VHS handheld recorder first hit the market decades ago.
My fascination with using videos to connect buyers and sellers continued, and in 2013, I started using drone video. While on the right path, I still wasn’t satisfied with the results. But being an agent in the less than one percent nationwide using drone videos, it was still enough to keep my momentum going.
I spend a large amount of dedicated time and effort when selecting my videographers. My client’s home is important to me and holds a spectrum of value to them, and I want to make it as special as possible when sharing it with others. I spend from $1,100 to $12,000 on each video, sometimes flying in a videographer and crew from LA to create a film on the home.
It's not uncommon for me to be at homes for up to twelve hours while these videos are being created, and oftentimes, my videographer and I spend thirty to forty minutes brainstorming on what just the first second of the video will be.
I feel that because the amount of money I spend on videos, the professionals I use to create them, and the time and effort spent on them, I've been able to get more views on homes and sell them quicker for more money, while saving a lot of time eliminating showings for customers that weren’t a good fit for them.
I truly believe in the unmatched value of videos. Originally inspired by the emergence of visual marketing, I am continually in awe of its increasing popularity and consumer results. If I could give advice to other agents considering using video to enhance their business, it would be to learn from the evolution of this technology and take the time to thoughtfully weave it into the overall service you provide for your clients.
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