I am often asked how a Real Estate Agents knows what to create content, or blog about. Well, let’s think about it – there’s nothing more emotional than buying or selling a home. Every day Real Estate Professionals spend time answering questions and working with home buyers and sellers who are in an Emotional Engagement. If the emotional part of the brain is not triggered in the impulse or purchase mode, these is more than an 85% change we won’t act. Use that information in deciding where and how you will attract attention online.
Think about this story:
Once, walking into a home on office tour and getting emotional, I thought it had more to offer than our current home. I called Bishop (my wife). She came over and we got emotional together, which activated the decision making process. We shook off the habitual feeling to stay where we where and figured out how to make it work. Wham, in less than 24 hours, we bought a new home.
How do you create content that creates this emotion ? That’s easy. I think the answer is probably Video. You have houses to sell. No one is walking in, driving by, or calling on the ads (let alone reading the newspaper). REALTOR showings are down, brochure boxes are so 1900’s, flyers are a waste of paper and so un-green. Open houses are lifeless or, if you do get people, they may just be looking for prescription meds or casing the house! So what you need to do is create emotional interest online!
What does the consumer want? INFORMATION! When do they want it? NOW! If they land on your site and don’t get ‘information now’… well, let’s just say your business success is just someone’s delete key away! Using Video is a way to both give the information someone is looking for AND allows you to engage their emotion!
7 Tips for VIDEO:
- Lighting is everything. Yes, you can go out and rent expensive lighting equipment, but don’t. A couple of portable floodlights with high watt bulbs are all you need. There is an easy lighting trick you can use – gels. Gels are colored transparencies that you place over the floodlight to temper the light. Go to the office supply company and buy a pack of colored transparencies. Pink or salmon work well for most inside shots. If one sheet doesn’t help, use several at a time.
- Another trick is to direct the lights up and be conscious of shadows. Needless to say, if natural light is too bright, close the shades, blinds, or drapes. Or, shoot in through the window from the outside for a different effect. Pick the best time of day (best light) to video the outside. If the house is well lit at night – that may be the best time.
- You can stand infront of the home and video the outside, let folks know why this is such a great area – then use pictures of the main highlights in the video. Remember no more than 3 minutes
- I don’t suggest that you use loud music. If you are looking for homes on the sofa at 10pm, and your spouse is next to you… the music comes on from a site, what are you likely to do? Get off that site as quickly as possible!
- Pan slowly – take your time, it will show. Take care not to zoom in and out like a cartoon eye in an attempt to focus. Hold the camera low and shoot at a slight upward angle to give volume to the frame. Use reflection whenever possible by shooting countertops, mirrors, and window glass. Don’t forget the drive by and rolling shots. Placing the camera on an office chair gives a dolly effect, as will a child’s wagon.
- Here is a quote from a friend of mine, “Want to make a great video? Shoot lots of footage. Some of it will end up good and maybe a little will be great after editing.”
- Get a sound bite of kids playing and add it to the video of the yard. Have a sound bite of a football crowd when showing the bonus room. Sound bites are a great way to generate emotion and there are lots of Wav or MP3 files on the Internet for free.