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Virtual Tours - What is the point really?

More and more realtors are now doing virtual tours. Of course, the definition is vague, at best. What IS a virtual tour? A 360 degree spin around? A slideshow? A video? All of the above? The debate goes on..... Personally, I think any mechanism that allows one to tour a home 'virtually' consitutes a virtual tour.

The majority of realtors within the past couple of years have embraced Flash based slideshow programs, such as RealEstateShows, Visual Tour and others. They all offer very inexpensive ways to produce a 'virtual tour'.

When a buyer searches for property, they search on the basic criteria (i.e. price, #bedrooms, #bathrooms, location, etc.). Then they read the description. Then they click through the photographs.

After that, if everything looks good and they are still intrigued with the property, they will take the time to download a virtual tour to see more.

The operative words here are take the time... and ... more.

Unless one has a super fast broadband connection, downloading any of these virtual tours takes a bit of time. I have the absolute fastest consumer connection available, and many still take 30 seconds to download. People are making an effort to see these tours... and they want MORE.

And in 90% of the cases, what they're getting is the SAME - or worse!

Most realtors take the exact same photographs that they put onto the MLS (which the buyer has already seen), and upload it into these slideshow programs to 'create' a virtual tour.

Most photography on the MLS is average at best. Most is abysmal (and that's being kind). Blurry, crooked, dark. Most don't have a wide angle lens so all you see is the toilet (often times open!) or the corner of the room and a pillow from the bed!

When you take a low resolution, bad photo and ZOOM in on it, it becomes even MORE blurry! So now we have the same, bad, blurry, crooked, dark photos of the corners of rooms being zoomed in and out and in and out with some bad rollerskating music in the background!

Worse yet, today many people are repurposing these virtual tours onto sites like YouTube, which suck the quality out of videos - and they will do the same to your slideshows! So you're now taking it down yet another step in quality!

So, we have the customer wanting MORE... and you're not only giving them the same thing, but you're making it worse than just looking at the MLS photos! What IS the point? Does zooming in and out make the photos more compelling? Hardly! Maybe the funeral music makes you want to set up an appointment? Is it really necessary to label the room with the big stainless steel refrigerator "THE KITCHEN"?

There is nothing wrong with any of these slideshow programs, but keep in mind the customer is seeking MORE INFORMATION! Give them more!

More what?

How about additional photographs?
How about different angles?
How about focusing on architectural details?
How about neighborhood photos?
Maybe photos from different seasons?

Or, even you absolutely can't come up with someone to ADD to the presentation, how about LARGER photos than the tiny MLS photographs? At least that adds something additional to the presentation!

If you're going to put text labels on the slides, don't state the obvious! The facts concerning the home can be found on the MLS. Your narrative or text should sell the benefits... the lifestyle. Move out of Realtorville and don't sell the features! You need to connect with the buyer on their terms - not yours, and not Realtor terms. Sell the sizzle, not the steak!

A good virtual tour or real estate video tour is the final qualifier in determing a serious customer who is interested in a particular property. But it also says a lot about the Realtor, your professionalism and marketing expertise. Just because your virtual tour software is inexpensive and easy to use doesn't mean it can't look great and offer a lot more information to the perspective home buyer!

In these difficult times, it is absolutely necessary that your marketing efforts are top notch!

Posted by Fred Light - Real Estate Video Tours for MA and NH on 12/05/2008 08:35 AM

Comments (41)

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41 Comments on Virtual Tours - What is the point really?

DEC

2008

Personally, I think the Visual Tours are more to impress sellers than buyers. It's now expected that we will have this feature in our listings. So what's the harm, it can't hurt and might help.

Aloha,

Richard

To me, a "virtual tour" should simulate the feeling of actually being there. Buyers want to get a feel for the actual floor plan. I don't consider slide shows with music to be virtual tours. Who really wants to see the same pictures in a slide show? I think it's a waste.

We bought a virtual tour software and paid for it for a year without ever utilizing it so finally cancelled it. Some sellers expect a virtual tour so we put together a slideshow but otherwise I agree, I don't think it adds much to a listing to put more pictures into a slideshow or virtual tour.

I think visual tours are added value - with so many prospective buyers searching for homes on line these days the better depiction, the better. I laugh at these 'virtual tours' that are merely one photo that is either moving up and down or side to side. That, in my opinion is plain lazy.

Excellent post, and it's absolutely essential to have great photography. I hire a professional. I do offer a virtual tour, for some properties, but only the special ones, and the "pro" does it.

DEC

2008

Great information Fred. I suspect that agents who use any "virtual tour" will benefit. The state of the art for these platforms is far from a "mass media".

I believe that the "video" world will be changing dramatically in the next year.

Enjoyed your post. I agree with your statement about placing the same mediocre photos from the listing into a "virtual tour". This certainly is not effective marketing. The purpose of a virtual tour is to add information and marketing value. I have photographed many tours for sellers who are demanding them because they are using them to shop for their new home. Quality photos in a quality tour is a must for this form of marketing to be effective. Not to mention the impact it has on the realtor's online image.

Great post! Thanks.

Rebecca Bolda

Fred is absolutely correct in his observations. He also is the best at putting together a virtual tour which has all the elements a buyer is looking for! OKAY -- I am a little prejudiced -- he also does our website. However, I would not recommend Fred unless I thought he could deliver on what he says! Your virtual tour will "sizzle"! The other observation is not to "trick" the buyer -- if you have a long steep driveway -- go ahead and show or mention it -- otherwise the buyer who can't deal with that will get to the house and turn right around --

Wonderful! When I look for properties to purchase for myself I almost NEVER click on the virtual tour for exactly the reasons you mention.

There are two reasons that consumers "demand" virtual tours.

1. sites like realtor.com, (or who ever they happen to be now) are promoting them to Realtors

2. the companies who provide the services are promoting them to Realtors

Whatever we as agents are buying we promote to the public to show that we are a cut above the competition. Sooner or later the cut above becomes the norm.

Having said that, I think the idea of spotlighting great features with wonderful photographs is a winner!

Now if I could only get my time for creation of a tour down from the 4 hours it usually takes me, to something close to "instantly" that the promotor promised I would be in great shape!

Eileen's Green team

I think virtual tours are necessary, although they certainly work best in specific houses/sizes/etc.

Fred, Great post and something I definately need to work. Thanks for ideas.

Fred, I think your point is well taken. I love the "funeral music " comment. LOL I don't see that much value in the virtual tours or slide shows but I think the pictures are crucial. I can't tell you how many high end properties I look at online, only to find, as you said, dark, crooked pics. I am amazed that any seller would tolerate that.

Hi Fred,

Thanks for the informative post, I especially like this line, "If you're going to put text labels on the slides, don't state the obvious! The facts concerning the home can be found on the MLS."

To be honest though, I never understood the point of virtual tours. I "get" having pictures, a buyer won't want to see a home unless there are pictures. But what if a virtual tour shows them EVERYTHING? Meaning, that there is no point to actually seeing the home is they have already seen the home on video.

My thinking is to show a "coming attractions" through pictures that makes a buyer want to actually tour the home.

I have not done an official statistical study because I wouldn't even know how to begin but I have had several buyer customers and clients tell me that they don't even look at homes on line unless there's a virtual tour. I do know that much of what we do is to impress our sellers even if it doesn't result in more showings, but after all, who do we work for?

Hmm, "take the time" to do a good job; what a concept. ;-)

Fred,

Great points..I have a virtual company, but also have created a training program "How to Effectively List Online". My experience has been in working for a RV dealership, and as an Internet Manager for a boat dealership. The RV dealership did $11 million in one year internet sales, and I personally did over $670K in internet sales the first six months the boat dealership was open. I trained sales personel on how to sell using the internet as a sales tool. We ended the first year with 80% of our sales coming from the internet, and representing mult-millions in sold inventory.

I know what your thinking, "boat/RV's aren't real estate". Your right, however the same listing principles apply no matter what your listing online. I've been in sales, and have mastered listing/selling online. Instead of pushing another selling tool on a realtor. I offer my training to them, and let them decide what they want to do. The majority of professionals that offer video/photo services are professional photographers. I am not, but what I am is a professional at listing/selling online. What realtors are missing is the how part. "How do I effectively list online?" I can show you how, and to insure I'm impartial to the different tools. If you're not satified, I'll give you your money back. I've done what realtors are doing, and had great success at it.

As both a Realtor and a consumer, I prefer to see more photographs than the virtual tours, many of which just "pan" around photos anyway to create movement. Just give me photos, lots of photos, and I will be a happy shopper.

William "Art" Sexton

I think tours or slide shows, if done well, are a great tool in our arsenal in helping to promote and market a property. I do think those tours that move around too much, show herky-jerky movement in them, too dark, etc. are more turn-offs than turn-ons. Some make me nauseous with the way they zoom you down the street or move too quickly around a room, etc. don't cut it. Those 'fish-bowl' looking pictures that I am seeing more and more of aren't great either. And I've seen this in some of the videos that those who sell those products put out there as 'great' videos.

Beauty lies in the eyes of the beholder, and some of the highly-touted videos leave something to be desired as well because of the things I mentioned above.

Done well, slide shows, videos, tours, pictures all do a great job marketing and showcasing properties. Find what works for you and do it well.

Ann

I personally use Real Estate Shows because it offers so much more than just slides and music. It has a good deal amount of other information that can be included with the show, ie personal videos, flyers, mortgage info, school info, etc.

You have to remember, not all consumers use the MLS and not all consumers are aware of the 55 million other websites out there where the information is. It is amazing, but it's still very true.

I also love Real Estate Shows because it makes posting to blogs and Craigslist a snap. It's also quite professional looking, and when your 'show' is the first item a consumer sees for the listing itself, it literally can make all the difference.

I've been contacted a few times already from Craigslist surfers who flat out loved how I posted my listings and rentals (using RealEstateShows). Very nice indeed!

Buyers an Sellers love Virtual Tours. Hundreds and hundreds of buyers view my Visual Tours and Sellers often ask if I will do one for their property when we list. Further, I think that the agent who does almost any kind of slide show or virtual tour is indicating a level of service that's a cut above the bad photos you often see in the MLS. The quality of your Video Tours Fred is the pinnacle! A goal for us to aspire to.

I jsut sold a house BECAUSE of the virtual tour (I use VisualTour). The buyers relocated here from Hawaii and bought this house site unseen. I fee there is value in these tours if done right.

VisualTours can now be uploaded as a video to YouTube and other sites so I have access to market both medium.

First, I completely agree with Fred that a slide show of the same photos you just viewed on the MLS adds no information for the buyer. A virtual tour of any kind is worthless unless it adds information about the listing.

Secondly, I found it discouraging how many of the comments above seem to refer to virtual tours as synonymous with these pointless slide shows.

There is the option of a Video Virtual Tour, such as Fred's company, and mine (Hearth & Home Videos) do. When a listing is filmed with a video camera/camcorder so that you can get a spatial context of the rooms and flow, that is adding info above and beyond looking at photos.

Lot of points you cover in this post, Fred. At least with the tours we do, true it uses a lot of the same photos, but within the virtual tour is more detailed information and links to pertinent resources than at realtor.com or wherever the listing is posted. I agree though that if we were to add additional photos as you suggest it WOULD raise the quality of what people expect.

That is a super funny example you have there! I think if you are going to do virtual tours they should be top notch or dont do them!

Debbie

I have never really liked the virtual tour - and have found them to be very distorted looking. i much prefer the video!

Congrats on the feature!

Fred, so true ! Have a good contact or company to call to utilize this service more in Philadelphia ? We have done it a few times but just have not seen the demand. We put up a slide show on Craigs List and the like or on our personal site but would like to be utilizing more video.

Joan: Always my cheerleader... :)

Mark: There are two schools of thought on that issue. Of course, the ultimate goal is to get the buyer physically into the house. However, being realistic... I just did a search for homes between $300K and $400K in Phoenix AZ and there are 1,322 homes! There are a record number of homes on the market, and the fact is that buyers (and their agents) don't have the time to see every house and don't want to WASTE their time driving around touring homes that don't meet their buyer's qualifications.

Buyers ELIMINATE properties based on their web presentation. Those that have the best 'web appeal' get the privilege of being put on the short list - the rest get passed by. Whether you agree with that or not is irrelevant, because this IS what is happening in today's market. Therefore, transparency is key. Buyers want to see as MUCH as possible in order to make that decision. As Joan says, if you have a long driveway up a steep hill, they want to know that upfront if that really presents a problem. It won't become a flat driveway just because you drive 30 minutes in person to visit the property!

If you're just 'teasing' them with a few key photos to prompt a phone call, it generally won't work. If your web presentation is sub par, you risk losing that buyer. Having LOTS of QUALITY photos and/ or a tour is what you OWE to your seller. You have to put your best foot forward from day one with a great web presentation and the correct pricing. Just last week a client put a $600K home under agreement. The buyer was from Dubai. They still haven't personally visited the house. It was all done via a video tour.

Amy: Yes, it seems that virtual tours, 360 degree spin around tours, photo slideshows, video tours.... are all marketed by vendors and realtors as "virtual tours". And in the last 6 months or so, they now seem to all be VIDEO tours. Now that RealEstateShows and VIsualTours can be uploaded to YouTube, they're now marketed as "video" as well. I'm sure YouTube will be thrilled to have the VisualTour above with tour of the propane tanks included in their videos!

It's all become a big blur and everything is lumped into the same category.

Christopher and Stephanie: Try the videographer directory on Wellcome Mat!

Fred - Ok, I looked at Wellcome Mat! Can you tell us more about it, how much it costs, pros and cons of doing it yourself versus hiring a professional videographer,etc. A lot of that stuff isn't really done in our market yet and I think I need to start doing it to have an edge and increase business. Any additional info. would be greatly appreciated.

Amy - The Hearth and Home...is that more of a local thing for you and can it be done everywhere. Do you have people all over that can do this or what?

Jeff and Lisa: That's really a loaded question. You can do it yourself, but like most things, it depends on if you have the proper equipment (and know how to use it), and the time to do it. As far as costs, all of the videographers on WellcomatMat have their own pricing structure as they are just independent videographers.

Personally, I charge anywhere from $139-$300 depending on the type of video you want - from what I gather pricing is generally in the $150-$400, $500... it obviously depends on the area of the country you are in. New York City will probably cost more than Podunk, Alabama. As far as doing it yourself, there is are free video editing programs included in most newer computers for free. (Windows MovieMaker on PCS; iMovie on the Mac) Of course, you also must learn how to use that software. At minimum you need a good camera, a good tripod and a powerful computer. (I sell a DVD on the basics of how to do it yourself if you're really interested in exploring this).

Video is not for the faint of heart. It takes a decent camera (that works well in low light ... unless you want to be dragging lighting equipment to your house!). You MUST have a tripod or you will make people sick. You MUST have a fairly new computer with some juice or you will be very frustrated in editing your videos as video is very processor intensive.

If you are shooting high definition, the files are huge (a 5 minute video file is about 15 GB), so you need power to crunch those large files and move them around. It takes me about 3 hours to compress ONE 5 minute, high definition video - and I do two versions - one branded, one unbranded for the MLS. This compresses it down to about a 125MB high def video file. Then you need to upload each one to your hosting service. If you have a slow broadband connection, that could take quite awhile. You also need to have some hosting service to host the videos. You can have your own server (as I do), or use some of the services out there to host for you (such as WellcomeMat, Zipvo, etc.)

Doing video right is time consuming and not the same thing as buying a point and shoot camera and snapping some pictures. That is why video is not done that often, but it's also why video is THE best way to set your listing apart from your competition and set YOU apart from your competition! In fact, today it is about the only thing that you can really do that is DIFFERENT than every other realtor out there!

You can buy these "Flip" video cameras, but I would caution you to not use it for anything other than maybe a private video to send to a specific client. They create extremely unprofessional, shakey home tours that will hurt your marketing efforts, not help them. It's so much easier to do BAD video than it is to do bad photos.... and we know how easy it is to do bad photos! If you don't believe me, take a look at these!

Great feature, congratulations. I hope you get a lot more business as a result of that story.

DEC

2008

I add photos of parks and street scapes to my virtual tours. My own research indicates that the best way to handle listing photos is to lay them all out on a page so they can be easily looked through with out any clicking or waiting to load. I do virtual tours because my sellers expect them.

Hi Fred:

Great Points! I personally use Real Estate Shows.

Agents really need to take several photos of EACH room and be as creative as they can be.

Fred - Thanks so much for taking the time to give a descriptive response. So, if I wanted to start doing them, who would I call? Where would you recommend I go? Do you know people all over the country? Do I just research it and find someone on my own? What do you recommend? I'll probably hire someone to do it.

Jeff and Lisa: Again, just use WellcomeMat. That's what it's FOR. Go to the videographer directory - type in your zip code- and you can see videographers in your area and samples of their work. Call whoever interests you.

Fred: Thanks...I did look it up and there were only 2 people...1 didn't even have a photo or anything. Neither had testimonies,etc. But, I'll call and see what they say. I thought you had to pay WellcomeMat some sign up fee,etc. I'll call the guy that I pulled up...Thanks for your help!

DEC

2008

Jeff why hire someone?

Capturing the footage is simple our camera kits are now very inexpensive at $199 or we are suggesting the Sanyo Xacti HD1000 to others. Some of our agents choose other camera models and then upload the files to us for final editing and distribution....total cost $29.95.

We make the final edited video file avaiable to you so you can distribute to your favorite sites and additionally we can if the agent desires distribute it to Craigslist * FrontDoor.com * Google Base * HotPads * Oodle * Properazzi * Trulia * Vast * Zillow * backpage.com * Realtor.com * Your Personal Site * Your MLS System * Youtube *

Our camera kit is inexpensive but cameras like the HD1000 allow you to simplify the process even more via built-in image stabilization and using "zoom-ins" to replace walks. I will upload some of these tours as our agents begin to produce them, but basically the agent pans a room then instead of walking to the next room they slowly zoom to that rooms entrance....then while walking to the room the agent zooms the camera back out and pans the next room etc. Our editors then cut the walks out and leave the pans and the "zoom-ins" for a no bounce smooth tour.

The video on our front page now is a piece of a nice listing video in Florida.....it is the agents first video using our $199 kit.

Mark Passerby, PovVideoTours.com

Roller-skating music? Funeral music? I think Jeff at Real Estate Shows would take issue with that! :)

Good points, though, Fred. I also use the same photos for the Real Estate Shows as I post on my website and the MLS, but since buyers/tenants are finding the listings on different places on the web, they may only see them once or twice.

Cheers,

Robin

NOV

The 40 comments on this topic contain some very good points on virtual tours. What is your opinion of super wide panoramic photos making a virtual tour using the Ken Burns effect? This would obviously go beyond the same photos and same angles as the MLS photos and the listing photos?

Sam Miller

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