Video Killed the Radio Star Part 2

This article was published on: 12/01/2007

TECH@WORK: Web Marketing

Almost in Person

Offer virtual high-touch with v-mail.

BY MIKE COSTANZA

When I received the e-mail notification telling me a listing prospect had played a video of me seven times in 30 minutes, I knew I was onto something that would change the way I did business forever. That something was streaming video e-mail, or v-mail. What had impressed my new client was an e-mail that featured a photo slide show of his house on the right of his screen while I thanked him for working with me in the video box on the left. "I've never had a real estate salesperson do that before," he e-mailed me back. When's the last time a prospect said that?

Since I began using a personal video introduction on my site in October 2006, my conversion rate for buyer prospects has nearly doubled. I've also gotten referrals from impressed clients.

The best part is that v-mail is both cost-effective and easy to use. Programs start for as little as $10 a month for video e-mail, videoconferencing, and live broadcasting. Adding video to your Web site typically costs between $39 and $100 a month.

To make your own narrated streaming videos, you'll have to buy a video camera that connects to your computer, typically called a webcam. Some computers have built-in cameras.

In choosing a camera, look for one that has at least a 1.3-megapixel resolution. You'll also want a wide-angle lens so that you and your surroundings are in the picture. Some popular brands are Microsoft Corp.'s LifeCam and Logitech International's QuickCam. Prices for webcams range from $30 to $130.

Your webcam will come with software to assist you in creating and sending video e-mail. You don't need to bother with extensive editing of your videos. If you make a mistake, just cancel the recording and do another take. If you're not a good off-the-cuff speaker, write a short script and then practice until you have it letter-perfect.

If you do want to edit the clip, you can use Windows Movie Maker (included with Windows XP and the newer Windows Vista). You can even add effects, titles, and transitions.

Another option is to use a third-party company that will host the video for you. These companies keep your videos on their servers so you don't have to send videos as large e-mail attachments (which slow computers and can trigger spam filters). Instead, you just send a link to the video on your vendor's server.

Providers also can offer other services, such as streaming the video as it's being downloaded. Examples of companies that offer these services are CoVideo Systems' Web tools,VM Direct with its HelloWorld product,and Webcam Corp. with its line of software.

I use VM Direct's HelloWorld business package, which costs $99 per month for streaming video, podcasts, a blog, and videoconferencing for up to four people. The package also comes with a template frame for my video, which I can customize with my logo and contact info. Disclosure: I have an affiliate relationship with VM Direct.

CoVideo offers many similar services; its video e-mail templates allow custom buttons that can link to your listings or rental properties, live chat, and videoconferencing for up to 11 people. The cost for individual users is $95 per month, plus a one-time $95 setup fee. Prices drop for larger groups. Services that only send e-mail, such as Webcam Mail, start at $9.95 per month.

Prospects do need a media player, such as Windows Media Player, to view v-mail, but these programs are standard on most computers today.

Now you're ready to provide customized responses to whatever information request you get from a prospect. For example, you can create a slide show of listings in a particular neighborhood.

I've also created groups to receive regular video e-mail messages. This is a great way to enhance a newsletter or to alert buyers of a price reduction.

If you're tired of having your text e-mails ignored or if you're looking for a way to add a more personal, high-tech component to your e-mail marketing, you've found the solution.

Mike Costanza, CRS®, SRES

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