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Is Video the New Photo in Real Estate Marketing?

In a lot of ways, leading the real estate video movement has been a lot like leading the Night Trail Running Without Flashlights Club. Based on the history of demand for real estate video, there is literally zero business-related explanation for why WellcomeMat still exists (ask my wife, whom assisted me in giving up a six figure salary 3.5 years ago). But, from a non-business standpoint, there are three things have driven my business partner (@holaphil) and I to persist against all odds: passion, belief in the power of real estate video and the other nut jobs (WellcomeMat members/customers) that also had passion/belief.

Part of the driving force behind WellcomeMat, and the reason that we now have roughly 12,500 members is the amount of resistance we've gotten from the industry. I think maybe we like getting slapped around and told "no." But, someone once told me something that stuck: "if you look at 'no' long enough, it turns into 'yes' ." This statement is especially true if you are a team of technologists trying to solve a fairly large problem.

"No" is Now "Yes" - Here's How it Happened...

The biggest hurdles standing in the way of video's mass-adoption have been knowledge (how to do video oneself), cost (time and/or cost of hiring a pro) and technological hurdles. Those that want to leap frog all but the price of video hire professionals (which we still recommend highly). But, way back in the old days of 2008, someone wanting to do their own videos had to shoot video using a recording device > render that video onto their computer's hard drive > compress the video into a web-ready format > upload to a video site. Not easy! The Flip video camera was great because it enabled one to skip a couple steps in the video posting process: Flip cameras shoot video in a web-ready format and act as a hard drive when plugged into a USB.

Resistence to Change is Not a Business Model, But It's the Only Barrier Left. Enter Mobile Video...

WellcomeMat just released our iPhone App that allows you:
1. Geocode (Find) Your Location on Google Maps
2. Shoot a Video of Anything Real Estate Related
3. Post the Video to WellcomeMat, YouTube, Twitter and Facebook.

That simple.

So here's my question for everyone...

If mobile video doesn't blow real estate video through the roof, what will? Is video the new photo in real estate marketing?

*You can read more about the app on The Future of Real Estate Marketing

Posted by Christian Sterner on 09/30/2009 12:12 PM

Comments (57)

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57 Comments on Is Video the New Photo in Real Estate Marketing?

SEP

Great post.

Does it post it immediately or can you place it on your account and then edit it?

You are a funny guy - I enjoyed reading your post. Video for me has been a definite headache. Thanks for sharing your new app!

Christian,

I read about this new app earlier today or yesterday and think that it's a great idea. While real estate video is definitely slowly catching on, good real estate videos are few and far between.

@cassi - The video posts immediately, but you can log in and change the details at any time. You can also choose your distribution points after posting after proofing via WellcomeMat.

@Emily I'd be interested to know about your headaches related to video. Can you email us? feedback@wellcomemat.com

@Brian - Quality of real estate videos can be dissected in a bunch of different ways. If people are using video to win more listings, pro is the only way to go (unless you want to master video for yourself). But, one thing remains true: the customer always wins, and we'd struggle to find renters or buyers that would not want a video, regardless of the quality.

Thanks for the ideas all!

Just beginning our video/webcast journey this week. Thanks for the heads up on the Flip video camera tip!

OMG, this is intense. My daughter, 21, has been an agent for 3 years and you can imagine she is right up there shooting videos. I'm 50 but got into multimedia 10 years ago... I have shot a couple videos but don't like the way I look :-( I sound great though... lol. The experience talking... so if a diet and hair change can occur, I will jump on your bandwagon, without a flashlight. Yes, I have an iPhone and YES I will be utilizing it in the way you suggest!!

Great stuff here. I need an Iphone. I've been thinking about getting involved with video for listings/rentals. My area lags behind everyone else by 5 years it seems, so to be on that cutting edge would certainly provide an advantage.

Video is catching on but I'm afraid that if a lot of it os done on iPhones and Flip cams it is just going to be bad video. Sometimes you can overcome bad video with great content. If agents are running around making videos with their iPhone and uploading it their websites or blogs and their client sees that it may not be so great.

I recently started doing video training sessions and it usually involves multiples takes and then 4 to 5 times the shooting time for editing. When you add bumpers to the front and back, transitions, title seuquences to break it up and refocus attention it can be time consuming. I'm not saying that we shouldn't do more video but I am saying put some effort into it and at least try to make it look professional.

Coming from a broadcast background, most agents don't understand that NO ONE will watch a 3-4 minute video of you walking through the house. Our attention spans are tiny compared to even a few years ago. Until we can edit and watch a video and see the whold house in a minute or less its just not a good investment....not yet. New technology is always going to make it better.

Is this only for the new iPhone or will it work with the 3G one as well?

the answer to that is yes..video is where it's at..just trying to take all the work out of editing :)

Wow! Christian, what a great app!!!!

I loved this post! I just recently got turned onto WellcomeMat. So this was timely! I really got a chuckle out of: "if you look at 'no' long enough, it turns into 'yes' ." Ya gotta love it! ~Nyssa

@Edy - You have to lose that inner critic and pretend the camera is your client: video is about a genuine/sincere perspective being demonstrated by a master (you). Gotta stop there...sounding like Yoda.

@David - gohead man...make the move the iPhone. Just read the latest about At&t service before making the move.

@Chris - it is not defeat to hire a pro. I didn't want this to be a marketing piece for WellcomeMat, but you can be SURE you are paying market price for videos if you post a project on our production board. It's anonymous for the poster and video pros know they have competition http://www.wellcomemat.com/productionboard/

@Gary and Melynda - use our chaptering tool! It allows you to set clickable chapters into your video, allowing you to post longer videos and ensure that people see the "must watch" sections. They can click around like a DVD.

@Frank & Sharon - iPhone 3GS at the moment. Blackberry App is on the way, but we aren't going to set a time for this release yet

@Konnie - Filmmakers take all the work out of editing! But I do hear you...editing can be rough stuff.

@Sara - woh lady...I didn't even recognize you with the new doo. Looks great and thanks for the App kindness. We love it too...

@Nyssa - humble bow...thanks for being part of WellcomeMat!

Hello Christian, this is great news. The easier the better. I am currently using the Flip and this gives me a reason to upgrade my iPhone 3G to the new iPhone 3GS. I now have ammunition to show my better half. lol

Video is my next hurdle, thanks for the encouragement.

I've been a WellcomeMat member for a VERY long time. And I think video is great... but it serves a different market than photos. But DEFINITELY has a place in real estate listing presentations.

And what about a Crackberry app?

Video is my next project....unfortunatley Flip does not work on computers with AMD processors.

Hi Christian -- I joined WellcomeMat a while back with the intent of starting to figure out how to utilize video. Well, I have a camcorder and the software but just haven't had the time to figure out my camera and the software for getting an acceptable video together.

I've decided I need to purchase one of the easier cameras to get started and had about decided on the latest Flip camera when I started reading about the Kodak Zi8 video pocket camcorder that has just been released. I'm a fan of Kodak anyway and this camera seems to be the first real competition for the Flip with image stabilization and an audio outlet as just a few of the benefits. I think I'll go ahead and purchase one of these and just jump in.

There is no question that you can't beat a professional doing the video and that they are worth their time and money but for many of us we need to find a more cost effective way in the current market -- plus I'd love to play with it.

I feel strongly that are many uses for video in real estate including testimonials, showcasing communities, landmarks, yourself etc, etc. in addition to complementing still photos of a property with street scenes, etc.

Thanks for your great post and I love returning to WellcomeMat, checking out videos and watching all that you guys have accomplished. Video is definitely gaining ground.

Sue of Robin and Sue

Christian,

I agree - video is where it's at!

Great post. Just like everyone realizes today that bad photos make it hard for a buyer to want to save it to favorits and setup a showing, the same will hold true with video, except it's much hard to be a good videographer than take a decent digital photograph, and I would say 20-40% of the photos in our MLS are average at best. A long way to go with video I think. Those that do it well, and I've seen a few, are great, especially for community tours.

OCT

Been meaning to check out WellcomeMat for awhile now, so you give me good reason to do so. I had an older VHS-type of video camera until last year when I bought a mini-DVD type of camera specifically intending to use it for real estate video. I did a couple of videos, but converting the DVD to computer video never really worked well, so video got sidelined. Was planning to make it simple and buy a FLIP camera until I saw an above comment about it not working on an AMD processor as I looked down on my laptop to see that an AMD processor is what I have. I hope that's not the case as that's the first I've heard of it.

I do think video is going to continue to be more and more relevant, so it's time for me to get with the program. Thanks for the kick!

singing......video killed the radio star.....

Have not checked out WellcomeMat as of yet, but I firmly believe in the power of video. Video is to a listing what virtual tours were 2 years ago.

I work pretty much exclusively with buyers, but, especially when it comes to out of town-ers, I can absolutely see the value of adding video to your bag of tricks.

I agree, video is coming and it is the Future, but have you looked at the Present? I continue to see listing without pictures and while I don't want to be negative, as cheap and easy as it is to upload listing pics (which 84% of consumers show up online just to see those) and yet we still have agent without them, I think you are years away from video being used industry wide. Those doing it now though will be on top of the wave!

As a professional videographer in southeastern Connecticut, I specialize in creating and distributing real estate listing videos online. Christian and others who commented are correct that video is the way to go for real estate listings. Why wouldn't it be? Everyone alive today was raised on TV -- online videos offer a similar experience. It's easy to get information that way.

Recent Comscore data noted that for the month of July (most recent data) 158 MILLION people watched video online. 81 percent of the entire US internet audience watched video during July. The NAR research says 87 percent of people look for homes online. Add all that up, and to me, it's just common sense to market real estate listings online with video.

It's super that Wellcomemat is offering this new app. Some agents will do well with it. Others might like to hire a pro. Either way, online video helps move listings.

Thanks, Christian, for the update.

Christian - Many thanks for your post... Pleased to hear that a Blackberry app will be released... I just went to the Blackberry 8900 after considering a service provider move to AT&T and the iPhone... I must say I am starting to question my decision ?

Two questions regarding digital video recorders: 1) Is the HD version of the Flip worth the additional money and 2) Would a traditional recorder - Canon - Sony - JVC etc. be a better investment? - More storage - better resolution - zoom capability etc.

Many thanks

Heather

I think it is great that you created an app for the iphone to do what I have been preaching for years now...but why for Iphone os 3.1 only...I think that may be a mistake.

you really need to make it backward compatible with 3.0 as many of us refuse to upgrade to an os that is unstable...thanks

Thanks for the ideas all!

@heather - I would say that a move to a camera that can shoot in HD would be a wise decision. Most video sites are already displaying all videos within 16:9 aspect ratio (rectangular shape) players by default vs. 4:3 (square looking). As for FLip vs other cameras, I think the main question is going to be "how much time do you have?" As a rule, Flip cameras are good move in regards to convenience...not sure this will hold up as mobile phone companies implement better technology into their cameras. Hope I am helping more than hindering.

@Robert Masse - we did not create our iPhone App for a specific OS, but rather for specific hardware (the iPhone 3GS). This iPhone is the first to support video.

That is really neat. Up until now, I have been posting to Youtube. Maybe I will also post to Welcome mat and see what happens!

Hi Christian, Yes I am all for technology. will have to get me one of these phones. thanks for sharing

@Sandy - you can automatically distribute videos to YouTube, Twitter & Facebook from WellcomeMat. Give it a shot.

I guess one of my fears of Video is I do not know how to edit and I am too cheap/broke to pay for it.

Christian,

Good stuff, congratulations!

Thanks Mark!

@gene - you may be surprised at the affordability of hiring a pro.

Great idea with the iPhone video app. I have yet to break down and upgrade my iphone, so not video capability for me just yet. But video is definitely where its at. The quality of the video that you produce yourself may not be professional quality, but it is more important to take action and get started. Don't let the "buts" get in the way - "but I can't afford to hire a pro", "but I don't know how to edit a video", "but I am uncomfortable trying something new". Search engines LOVE video (tagged with appropriate keywords, of course). There are so many options for the types of videos you can make. It is not just about videos of listings. Think outside the box.

Just when I get reasonably comfortable with "new" technology, something else pops up that I'll have to inject into our system. thank you for making it easier, I look forward to applying it.

I don't think video will ever replace the still photograph. Both have their place. They actually compliment each other. But they also must be done well to be effective.

That is a nice application. Especially, since it's made for my favorite toy: the iPhone. It does not get better than that. For some of us who own the GS version of the iPhone: Party Time!

Because of this Blog, I have logged onto WellcomeMat to create an account. I am amazed at how this pinpointed my location as soon as I have logged onto the iPhone. Great Recommendation Christian!

Another reason to get rid of the Blackberry and get an iPhone.

@Marisa -great ideas!

@Bill - you and me both on the speed of tech

@Steve - I agree...video and photos do compliment eachother. Great points!

@JR - pretty nuts that our application pinpoints me to the point where it knows which side of my garage I am in. Woh...

@Rashel - Blackberry will be supported...just not sure when exactly.

Hi Christian,

Thank you for the innovations, I have followed suit and only shoot in HD now. I find your interface amazingly simple and clean! I have been somewhat remiss in posting lately, but put up a couple vlogs this morning.

I applaud all your additions on where the videos will post immediately allowing me to post once on wellcomemat and then it populates to many other sites out there. For google search purposes I have to be on You Tube as they are the 800 lb. gorilla, but remember 800 lb. gorillas can be a little ugly as well. In one instance I remember they suggested viewing a street fight not far from a listing i had posted with them. Those are not helpful suggestions....

With Wellcomemat, I do not have that concern.

Aloha,

David Nash

TheOahuAgent.com

Have to agree with Clint on this. Video will be it, right now. Time to change folks.

Gary & Melynda Wolter hit it head on! People don't want to sit through long pans of a living room, the kitchen, the on-and-on-and-on. Video should be fast moving and highlight the essence of the home. If some one is really interested, they'll make an appointment to see the property. Isn't that the point? Our attention spans have been shrunken from minutes to seconds. Just watch any music video.

And people...when you make your commentary, don't drag that out either or make really obvious comments such as, "here....is....the...kit...chen (no kidding! I was wondering which room would have a refrigerator, stove, dishwasher and sink)..........Here....is.....the....bathroom.....(obvious by the view of the commode, vanity and shower)" Let's be a little more creative.

Add some action and excitement to your vid's and you'll see them come alive.

Gary & Melynda Wolter (Skogman Realty):

I disagree completely that nobody will watch a 3-4 minute video!

Real estate video is NOT entertainment. It's NOT a decorating video. It's NOT a commercial. It's NOT HGTV!

This is how it works:

Buyers search the MLS based on price, #bedrooms, #bathrooms, location, etc.
They then peruse the results... reading the descriptions and quickly looking at photos.
If they LIKE what they read and LIKE what they see in photos (which is why photos ARE very important!), THEN....They download and watch the video!

If they get to that point, they are VERY SERIOUS. If they don't like what they read and the photos, they won't even bother with the video.

But if they get to that point, they WILL watch the video from beginning to end. In fact, they usually scrutinize the video, and oftentimes watch it more than once!

I can't sit through most real estate videos personally. They bore me silly. Why?

Because I'm not interested in buying the house!

It's really that simple! If you're seriously in the market and seriously interested in a particular house, trust me when I tell you they WILL watch a 3, 4 or even an 8 minute video! From beginning to end and then again! I've talked to many, many buyers who see these videos and they all echo exactly the same thing.

I look at it like a wedding video. Most people have NO interest in watching a wedding video... UNLESS it's YOUR wedding. (or you're the mother of the bride!). Why do most people NOT like to watch other people's vacation videos? Because they weren't there... it's wasn't THEIR vacation!

It's exactly the same principal here. If you're really interested in the home as a potential purchase, you'll watch.

The reality is people are making decisions based on what they see on a computer screen at 2am in their bunny slippers. Whether you think it's right or not is irrelevant, because most people will do it anyway! Why? One reason: Because they can.

Curb appeal of yesteryear is WEB APPEAL today. What they see on that little computer screen is SUPER important!

So it's in your best interest to get the BEST product out there to entice them to pick up the phone and take the next step, rather than just clicking the "next" button.....

Christian, You ask the question: "Is Video the new Photo in Real Estate Marketing?" My answer is: No. Based on the way that we, as humans, process information, video will have an important place, but will not replace photos, clip art and text. I have read a lot of comments and had many discussions with clients and with other real estate professionals -- no one is going to view a video without some reason. That reason is the Headline, the body of test that describes what will occur in the video or artwork which catches attention long enough for a person to decide that the video is worth the commitment of time. Most of us skim through all the ads, e-mails, flyers, blogs, etc. We don't have a minute or even 10 seconds to view videos unless we have a reason. If we have a reason, then a good video has its place and it can be vitally important. But as I said --it will not replace the photo, only work with it.

I don't know if it will become the new photo, but I do know that I like the Flip video.

Over 6 yrs. ago I told some Realtor friends that it would be better to take video of a home and put it on a website - but I think I was ahead of my time....now my wife and I have a good laugh about it, as it seems such a no -brainer.

I see video becoming more and more popular, and with Google Wave on the way there is yet another way in which it can be used. I love my Flip (no iPhone) and use it frequently for a variety of purposes. I look forward to the appl being available for the Blackberry.

Jeff

Fred - You completely misread my comment or maybe I wasn't clear when I said "People don't want to sit through long pans of a living room..." I did not say the would not sit through 3-4-5 minute videos, just that the overly long video shots of each room would cause people to move on and not sit through the entire piece. I have gone to your web site to view some samples and I found them to be generally fast moving, scene to scene. I do disagree that this is not entertainment, decorating, or HGTV. We are all influenced by the production of these media no matter how we classify them. And don't think that people who are searching the net for homes are not watching HGTV, and they are (even subconsciously) comparing the production value of your video to the TV broadcast.

I spent many years in the wedding industry and agree that those videos are boring...mostly because they are produced by some guy who bought a video cam last week at the local Best Buy and now thinks he can make a few extra bucks on the weekend...FAIL. Nobody wants to sit through 4 hours of a) a long distance shot of the bride and groom at the front of the church mumbling unintelligably, b) the groom's drunk best man droning on through the toast and c) three hours of watching the same 4 couples on the dance floor. It's only interesting when something exciting happens like the bridal party jumping into the pool or grandma doing a strip tease as the garter is removed.

OCT

Informative post Christian. Thanks for taking the time to help us out.

Hey thanks for the informative post today. I'll have to try it.

Patricia

I hate to read more on this. Thanks.

OCT

I loved this blog and all the comments as well. I just got the i-phone GS16 and look forward to trying this. I have to listen on another computer. one tech moment up and the speakers go out on this computer. one tech moment down.. I wish I knew enough to iphone you back a comment.

heading your way!! lynne

The Iphone app is a great addition.

Our company uses Wellcomemat and currently we have over 170 of our clients videos hosted there. We also have sample videos on our company channel from a few different cameras including the "modified" FlipMinoHD . You can see those examples on Wellcomemat on our Channel here http://www.wellcomemat.com/realestatevideotours

My new recommendation to agents though wanting to film their own tours is the Sony Cybershot HX-1(see our example on Wellcomemat Channel above under the "see my other videos section in the lower right) ---- The HX-1 shoots great 28mm stills, simple 4 second panoramics, 1080p HD video and a cool feature for taking stills of your listings at or near dark called "twilight mode". The camera is listed on BH Photo for $499 but once added to basket it actually is priced at $419. It is a steal and all that most agents will ever need for video, stills and panos. We are also working on a clever way to "hack" it with a .75x Sony wide angle lens allowing you use the HX-1 to shoot at 21mm. We will have that article posted soon.

For those who own a FLIP already be sure to read the article on hacking your Flip with a wide angle lens here http://www.hdhat.com/hackyourflipvideo.html

Mark
HDhat.com

OCT

Hey everyone! Hope you're having a great day/night. Just a quick note to let you know we've updated the iPhone application. You can now shoot mobile videos and with one-click post them to YouTube, Twitter and Posterous! Other updates include minor bug fixes and a progress bar to view the upload as it progresses. Complete details here >

All the best - MM

I just bought my iPhone in Dec. and you're really making me want the 3GS! I'm sure you'll have even better features when I'm eligible for the upgrade...a year from now :(

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