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Tuesday, January 31, 2012  
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Technology Resource
From the January/February issue

Great video helps your marketing stand out

By David Wolf

Why is it a good idea to add video to your overall marketing plan? In our online, instant-information society, there is no better way to capture the attention of the masses while still controlling the content and showcasing who you are and the knowledge you possess as a REALTOR®.

It Worked For Me!

I won a Flip Mino video camera at an ORRA event and have used it many times to preview homes and community surroundings for buyers. I also use my iPhone video camera to preview homes for buyers and e-mail them the onsite videos. It helps give the buyers a better perspective than a still shot. I’ve found the videos to be very helpful!

- Kara Sommerville, Sommerville Real Estate Group

Video marketing is an amazing form of communication that anyone can do on any budget. For REALTORS®, it offers a variety of ways to boost business:

  • With the vast majority of consumers and potential clients using their searches for properties and REALTORS® online, use video as a search engine optimization (SEO) tool to boost your search engine ranking and online exposure.

  • Use video tours of your listings to showcase your inventory to potential buyers and to potential sellers looking for a local expert.

  • Use neighborhood videos to highlight your expertise in a specific location.

  • Add videos to your personal website, e-mail signature, or e-mail communications to past clients.

There really is no limit to the ways you can use video to attract and maintain communications with new and former clients. In my experience, the greatest benefit of using video has been the way it allows viewers to get a true feel for who I am, and the knowledge I possess, in a short amount of time. Videos are the closest marketing tool to a live conversation or an in-person presentation. If done properly, a video will captivate the viewer’s attention more so than an article will a reader’s. Additionally, the amount of information that can be expressed in a 30-second video would take a reader three or four times as long to digest.

For most of us who aren’t skilled writers, video can more effectively capture our message and showcase our personality. Let’s face it, our success lies in our ability to verbally communicate with our clients and our potential clients. Video is a great way to capture that knowledge and disseminate it to the masses or to a targeted group.

  • If you’re new to using video, I recommend:

  • Keep videos under 45 seconds.

  • Don’t make your videos too perfect. Consumers are attracted to amateur, unedited content.They want to see who you really are. (There are exceptions to this rule: Your profile video, for instance, should be professional.)

  • Make a variety of videos and make them often, to capitalize on the SEO value videos offer.

If you’re already a video pro, I suggest using content that consumers can’t easily find on real estate websites. I like to file short videos that highlight a unique real estate situation that I encountered and how I handled. Not only does this create unique content, but it shows the viewer that I am an experienced professional. Yours can do the same.

David Wolf, @PROPERTIES, is a member of the Chicago Association of REALTORS®. This article is reprinted with permission from the Chicago Association of REALTORS® and originally ran in the Winter 2011/Spring 2012 issue of Chicago REALTOR® Magazine.


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