RexNet.tv Executives Norvell Rose and Ethan Marten held formal interviews for the next generation of shooters and editors at the new Chesapeake, Virginia Headquarters today.
"There was a lot of promising talent," says RexNet.tv CEO Rose. "Obviously, these are professionals interested in more than a job. These are skilled veterans who want to be at the foundation of a new online enterprise. We're not going to be training rookies, these are credited professionals."
Major production begins the second week of January. Stay tuned for further announcements.
RexNet.tv Executives Norvell Rose and Ethan Marten held formal interviews for the next generation of shooters and editors at the new Chesapeake, Virginia Headquarters today.
"There was a lot of promising talent," says RexNet.tv CEO Rose. "Obviously, these are professionals interested in more than a job. These are skilled veterans who want to be at the foundation of a new online enterprise. We're not going to be training rookies, these are credited professionals."
Major production begins the second week of January. Stay tuned for further announcements.
They've done it again - REALTOR(R) Magazine, published by the National Associations of Realtors(R), has offered another ringing endorsement of video to build your brand and market your listings...the first article appeared in the May issue.
According to the article (August issue), video is "...such a powerful medium because it creates a much stronger emotional punch than any other form of marketing." The article goes on to say, "Video helps you build your brand...by showing consumers you're ahead of the curve.... Video also helps you differentiate your brand."
Does this sound familiar? It does if you've been tracking this group and my postings over the past months. Interactive, online video offers a rich and rewarding experience for consumers as it positions agents and advertisers as market leaders.
To read the entire REALTOR Magazine article on the benefits of online video, visit:
Video? Too pricey, they protest... Compared to what, I ask!
All the signs are there...from the researchers, forecasters, consultants, trend-watchers...from the growing marketplace of online consumers themselves. All the signs that online video IS the next big thing in real estate marketing and advertising. Even the agents, brokers, builders and developers whom we pitch on doing interactive property videos generally agree - video tours ARE the nextgen wave that's going to lift our reach and appeal, our power and professionalism in the online world.
What there's no agreement on, however, is that doing quality video - professional production values, synchronized music, thoughtful narration, integrated graphics - is worth the cost. The very same real estate professionals who are (or should be) trained to sell value, not price, get hung up on price and can't seem to grasp value. It's almost a kneejerk reaction, an instinctive recoil. There's a certain bitter irony here, eh?
So, let's examine the price question. What's "too pricey"?
Print - a large ad is more expensive than a small ad...a color ad is more expensive than black and white...running any ad is more expensive than not running one. So, is a large, color ad in the paper (the full run of the paper) too pricey? Compared to what?
Direct mail - a campaign using large postcards is more expensive than one using small postcards...mailing to the entire community is more costly than mailing just to your farm area...doing direct mail at all is more expensive than not doing it.... OK, you get the point.
And what about the car you drive? Or the house you live in? Or the restaurants at which you eat? A less expensive car, or a smaller house, or a not-so-fancy restaurant would very likely be cheaper, wouldn't it?
How do we (or should we) sell houses? On value, a large part of which is "emotional" value to the buyer. Too many of us sell property - and ourselves - on price...which really cheapens the profession and undermines our value to the marketplace.
So, back to video...
And for the real estate professionals who are shuddering at the thought of paying more than a virtual tour costs (or one of those self-created animated slide shows using the same digital photos presented in the MLS listing), I wonder what your CLIENTS would think? What's the relative value of a full-motion, full "emotion" video, vs a virtual tour...or a print ad...or a "just listed" postcard?
Ask your seller which is inherently, intuitively, instinctively more appealing and attractive and effective. What do you think the answer would be?
Ah, and there's the rub, methinks!
Agents know what the answer would be. They know, so they don't want to go there. They don't want the video option to be on the table because...yikes!...they might have to adopt the "pricey" alternative.
Well, folks, got news for ya'! The market is already moving toward video. Slowly but surely. Incrementally but inevitably. Real estate may be at the back of the parade, but the marching band is driving the beat loud and clear. Cost makes no matter to the client. Impact, engagement, results - using the best options to produce the best outcomes - are what matter to the client. And that should be what matters to the agent as well.
Video too pricey? Compared to what? Staying in business too expensive? Compared to what?
Well, gotta get off the soapbox and go evangelize for video!
Norvell Rose
www.RexNet.tv
Internet Television for Real Estate
Technorati Profile
As a once-upon-a-time investigative reporter when TV journalism was actually "journalism", I'm a big believer in research and gathering convincing evidence from multiple sources. So, here's another expert source that validates the value of online video for real estate.
This report comes from one of the leading providers of research and analysis on local media, The Kelsey Group. It's one more block in the foundation of forecasting that online video is a powerful and persuasive new marketing force in our industry - one that cannot be ignored. Here are the most relevant excerpts:
"A new video revolution is brewing. Thanks in part to the awareness and popularity YouTube has brought to the medium, watching online video has reached mainstream levels.
This opportunity is particularly salient in vertical categories conducive to video that offer minimal elasticity of advertising. In autos and real estate, for example, the level of competition, considered purchases and high-margin sales have made early adoption a matter of necessity.
Overall, small-business video advertising can combine the traditional strengths of pull-based directional marketing, the Internet’s targeting capabilities, and the emotional and dramatic power of television.
Many of the benefits have yet to be seen and multiple challenges remain, such as the investments required in site design, video delivery and video search engine optimization, and growing pains in sales integration. But online video shows the potential to be a considerably powerful medium and the next must-have format in local directional advertising."
If you'd like to read the whole report, go here:
http://www.kelseygroup.com/visitorsearch/view-ILM-Summary.asp?DocID=1655&SFlag=No
Did you catch that conclusion... "early adoption a matter of necessity"?
If you'd like further research that tells us we need to be "video-active", drop me a line - I'll gladly provide.
Norvell Rose,
www.RexNet.tv,
Internet Television for Real Estate,
norvell@rexarama.com
Technorati Profile
Hmmm, I wonder if I can trademark the term? Because it really gets agents and brokers to pay attention and listen up. Well, folks, consider it trademarked..."Personality Branding"...what you as a real estate professional can do through one type of presentation more than any other. That's VIDEO!
And not just any ole video...especially not the animated slide shows with simple musical accompaniment that sometimes pass themselves off as "video". I'm talking about professionally produced, high-quality, high-resolution property and personal videos that present the listing/marketing agent first-person...right there on camera...walking and talking and showing the property just like you would to a motivated buyer at an open house.
"Personality Branding" (TM, ok?) should be the new marketing mantra...beyond "personal branding" which we all hear and read so much about. And Borrell Associates, one of the top national executive level research and forecasting firms in the online space, concludes in a recent report:
"Video advertising may be one of the most attractive options to Realtors. Most agents spend as much time marketing themselves as they do advertising their inventory, and video advertising could be the perfect branding opportunity – less expensive than broadcast TV, but more effective than a color picture of themselves in a local homes magazine or the newspaper."
So, you read it here first - "Personality Branding". It's the new wave that will provide lift and excitement to the agents who get it and do it.
FYI - check out the new destination site where agents in Hampton Roads, Virginia, get it and do it - www.RexNet.tv - Internet Television for Real Estate.
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Here's a top-level endorsement of www.RexNet.tv's approach to presenting professional, interactive videos on its destination website.
"Real Estate is an $11 billion advertising category in flux." So declares a recent report from Borrell Associates (www.borrellassociates.com), one of the leading executive-level research and consulting firms for interactive advertising.
The report continues, "With a major downturn expected in newspaper real estate advertising this year, agents are looking to the Internet as a less-expensive way to reach buyers and market themselves. Video advertising may be one of their most attractive options, for two reasons. Most agents spend a large portion of their time marketing themselves and answering questions about homes. On-demand video advertising (“Get to know me!”, “Click here!”) could be the perfect showcase and branding opportunity for agents – less expensive than broadcast TV, but more effective than a color picture of themselves in a local homes magazine or the newspaper."
If today's real estate professional is not seriously looking at video (pun intended), he or she should realize that today's - and tomorrow's - clients are, in fact, looking. If you're an agent, broker, builder, developer or category-related advertiser, you need to see why Rex Rox Real Estate! See the future at www.RexNet.tv.
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Please check us out - www.RexNet.tv - we're the future of online video marketing, advertising, promotion and lead generation/development, all neatly and smartly presented in a powerful package that serves so many needs of agents, brokers and builders. You've never seen anything like our site - cool, engaging, compelling - just the sort of interactive environment consumers love.
Currently, we're in a single market - our launch market of Hampton Roads, Virginia - but we will soon be aggressively moving out across the country to create a nationwide network of local-market affiliates. If you're interested in finding out about upcoming opportunities in your market, I welcome your inquiry.
If you believe online video is the future, you'll soon see the future on Rex.
Thank you, and I'l be watching for you on TV - www.RexNet.tv!
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Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
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