Jim Griffin's Blog

Resolve to Use Video Marketing in 2015

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Fri, 02 Jan 2015 00:51:19 -0800

The new year is here, which means it's time for – you guessed it – new year's resolutions! Did you know that this practice dates back thousands of years? Ancient cultures often held oath-taking ceremonies (pledges of loyalty to rulers or promises to fulfill certain duties) as part of traditional new year's festivities. Today, people make all kinds of new year's resolutions, but most have to do with improvement: improving relationships, health, or even a business. If you're making new year's resolutions for your business, one great resolution is to incorporate video into your marketing plan. HouseLens artists shooting a test house in Florida. Need convincing? Check out these statistics, just a few of many that show why video is an important part of any effective real estate marketing plan:Video helps you communicate more information in less time: just one minute of video is worth 1.8 million words of text. (source: Forrester Research) Homes marketed with video generate 4 times the inquiries of homes marketed without video. (source: DigitalSherpa--original study by Domain real estate listing portal) 85% of buyers and sellers prefer to work with an agent who uses video marketing. (source: 2012 NAR Profile of Home Buyers and Sellers) 86% of buyers use video to learn more about specific neighborhoods or communities; 70% use it to tour the inside of listings. (Source: NAR/Google, The Digital House Hunt) Convinced that you need to try video, but not sure how to use it? Here are some suggestions for how to incorporate video into your marketing efforts. Video listings. This is the most obvious use for video, and it's extremely effective: our clients tell us that their listings sell faster and, often, for more money when they use video. Even smaller or lower-value listings can benefit from the power of video marketing. If nothing else, you'll become known as the agent who uses video marketing--and sellers love the idea of working with someone who's going to use the best tools available to market their home! Community videos. Many agents don't think of this option, but (as I mentioned above) it's even more popular with buyers than video listings. You can go about this in one of two ways: make dedicated videos about your local community, or incorporate community and neighborhood information into your listing or bio videos. Focus on the things that make your community a great place to buy a home, and don't forget to appeal to a range of buyers when appropriate. For instance, urban living might appeal to young professionals for the short commute and hip nightlife, but retirees might like it because of ready access to public transit, health care, and cultural offerings. Video Bio. Think of this as a chance to share your personality and expertise--in short, to show buyers and sellers why you're the best agent for them. You can also use a video bio as a virtual resume if you're applying to a new brokerage! Buyers and sellers love to work with an agent who seems approachable, friendly, and knowledgeable, and a video can communicate those qualities much better than any written bio. (See my posts on using video to market yourself and presenting yourself successfully on camera for more tips on this topic.) HouseLens crew shooting agent bios for D.C.-area Coldwell Banker offices. Broker Promotional Videos. If you're a broker, you're probably more focused on recruiting top agents than you are on selling homes. Video can help you, too! Hire a professional to help you put together a video that shows prospective agents why your office is such a great place to work. You can include a guided tour of your office, testimonials from current agents and/or clients, a personal message, and more! Vlogging. If you use blogging to help increase your visibility, video blogging (or vlogging) is one of the easiest ways to incorporate video in your marketing. It adds variety for your audience and for you--and it's especially handy if you find that you're better at speaking than writing. See my post on vlogging for more info. Value-added content. Whether you create your own videos or share others' content (with proper permission and credit, of course), video is great for value-added content. Think educational videos (e.g., home maintenance tips), fun stories from your community, and the like. Of all the options I've mentioned, this one feels least like marketing, but it can still reap major rewards. Sharing value-added content – whether on your website, through a blog, or on your social media pages – strengthens your relationships with your clients. You'll stay at the top of their minds, and they'll keep coming back to you when they have new needs. What are your new year's resolutions for your business? This post is adapted and updated from one I shared on January 1, 2014.

Market Closeup: Naples-Ft. Myers, FL

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Fri, 26 Dec 2014 02:00:22 -0800

When my colleague Dave Greenberg joined HouseLens earlier this year, he took over the task of blogging about all the wonderful cities where we do business. This week, he posted a profile of Naples-Ft. Myers, FL, one of our newer markets. This beautiful area on Florida's Gulf Coast is part of our expansion into South Florida, which also includes the Miami-Ft. Lauderdale area. Hop over to Dave's blog to read about the history and amenities of Naples-Ft. Myers.

HouseLens Company News: 3D Models, NAR, & More!

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 10 Dec 2014 01:52:52 -0800

October and November were eventful months here at HouseLens! First, we continued our Customer Service expansion with the addition of Customer Service Specialist Kayley Rogers to the team. We also completed the renovation of the Customer Service area with the installation of new furniture, some paint, and a few other touchups. The team was very excited to get rid of the temporary tables and have their own workspaces! At the end of October, we made our biggest company announcement yet: the completion of our Series A funding and the launch of two new product offerings. HouseLens now offers interactive 3D models of listings in select markets, and we will be releasing a DIY video tour app next year! We launched our 3D models first in Nashville, then expanded to Connecticut, the D.C. area (which includes D.C. itself, plus Baltimore and Northern Virginia), South Florida (which includes Miami/Ft. Lauderdale, Palm Beach, and Naples/Ft. Myers), Austin/San Antonio, and Dallas. This new product offering is an ideal complement to our full-motion walk-through video tours and professional photography. As we see it, photos are like a drive-by: they give buyers a quick look at a home. Our videos are like guided tours: buyers just click play, sit back, and watch the home as it flows across the screen. 3D models add the missing piece: they allow buyers to take control of the viewing process and explore a home in detail, down to the tile backsplash in the kitchen or the view out the family-room window. As you might imagine, our 3D announcement generated a lot of buzz. We were very excited to make the front page of Inman, the real estate industry’s leading news source, and to host a TV crew from our local CBS affiliate, which aired a feature story on us. November’s banner event was the National Association of Realtors Conference and Expo. We took quite a large group down to New Orleans, and we couldn’t find a hotel with enough rooms for everyone. That turned out to be one of the best things about the trip because it meant we got to rent out a historic home in the Garden District. We also enjoyed a beignet breakfast at Café du Monde, a fun dinner and some live music on Bourbon Street, and a walk around historic Jackson Square. In the booth, we met a lot of great people who stopped by to learn about the power of video marketing and try out our new 3D models. Thanks to everyone who came to see us! We also attended the General Session, where Commander Mark Kelly wowed us with his inspirational (and funny) stories of flying the space shuttle, serving on the International Space Station, and supporting his wife Gabrielle Giffords through her recovery. If you’d like to read more about our trip to NAR, check out Dave Greenberg’s recap and takeaways on his blog. As I wrote here, we wrapped up November by counting our blessings and enjoying a Thanksgiving holiday with family and friends. As the year comes to a close, we look forward to continuing our growth and helping our wonderful customers boost their success. At the moment, we’re offering several promotions to help you pay forward your 2015 marketing expenses. If you’d like to know more about how you can get some significant discounts on your listings videos and photos, just give Customer Service a call at 888-552-3851!

How to Share Your Marketing Videos on Twitter

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 03 Dec 2014 05:11:21 -0800

If you've been following keeping up with real estate marketing news, you know that video is the way to go. But what do you do with your videos once you have them? My colleague Dave Greenberg has been blogging about ways you can share your marketing videos to get the best return on your investment. This week, he's got step-by-step instructions for how to share your videos on Twitter. Hop over to his blog to read more! And if you've got tips for how to share videos or other content on Twitter, post them in the Comments or on Dave's blog!

HouseLens Counts Our Blessings

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 19 Nov 2014 01:35:29 -0800

At HouseLens, we know we've got a lot to be thankful for this Thanksgiving season. We have amazing customers who are helping us double in size year-over-year. In fact, we just reached 8,000 shoots year to date! We have a wonderful network of certified professional artists who get out there and make great videos for our customers every day. We have a terrific team of employees who care deeply about making sure every customer has a top-notch end-to-end experience with our company. And of course, we all have many, many personal blessings to count this Thanksgiving holiday. Here are just a few, straight from the HouseLens staff. "I'm thankful for many things this season, but most of all, I'm thankful for the man I now call my husband." --Marketing Operations Coordinator Jennifer Hood, who married her fiance Jody this past weekend "I'm thankful for my little angel Aedan and the thoughts and prayers from everyone that made it possible." --Director of Artist and Product Development Joe Stanford, who adopted his first child this fall "I'm thankful for a company that lets me explore my full potential and has a culture of mentoring. And I'm thankful for next-day-air shipping." --Creative Director Antony Boshier, whose new tripod arrived just hours before he had to leave on a major shoot "I am thankful for the continued goodness and mercy of my Creator. I'm also thankful for a wonderful and supportive family, and for the opportunity to work and grow as part of HouseLens." --Regional Sales Director Michael Sharp, our king of motivation and encouragement "I'm thankful for my family and a job that I enjoy showing up for every day." --Director of Editing and Product Delivery Leny Hamm, whose passion for quality work keeps us all in line From everyone here at HouseLens, we wish you many blessings--both expected and unexpected--during this Thanksgiving season! What are you thankful for this year?

HouseLens Goes to NAR

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Thu, 13 Nov 2014 02:49:57 -0800

A large group of us from HouseLens made the trip to New Orleans last week to exhibit at the National Association of Realtors Conference and Expo. We had a great time, worked hard, and came away with some important lessons. My colleague Dave Greenberg has the full story over on his blog. Our whole crew in the booth. L-R: Kathryn, Dave, Andrea, Andrew, Michael, Sara, me, and Andy.

Meet the Team: Editing and Product Delivery Manager Leny Hamm

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 29 Oct 2014 01:27:47 -0700

This post is part of my Meet the Team series, which introduces you to HouseLens staff. Leny Hamm is the HouseLens Manager of Editing and Product Delivery and an important part of the quality control dynamic I’ve been highlighting for the last couple of months. If Joe helps with quality control for the artists, and Andy for the Customer Service team, Leny covers it for our editors. As I mentioned in Andy’s bio, HouseLens started out as a very, very small company. As in, less than five employees. In that kind of environment, everyone does everything. Once we grew from tiny to small, we began adding part-time freelance editors into the mix. Then we graduated to staff editors. Now we have a team of 9 editors who work in two shifts, 7 days a week, to ensure that we can keep our promise of delivering photos within 24 hours and video within 48 hours. Leny came on board earlier this year to manage the Editing team and help with operational responsibilities. He collaborates closely with Creative Director Antony Boshier, Joe, and me to make sure we’re providing a seamless, end-to-end experience for our customers. We consult with each other on issues such as how to train new artists, best practices and processes for shooting and editing, and any quality problems that arise. Before coming to HouseLens, Leny served on active duty with the Air National Guard as a C-130 load master and honor guard team chief. He continues to serve on reserve duty as a public affairs photojournalist, which means he documents Air National Guard operations through photo and video. His experience in photography, videography, and post-production makes him an excellent addition to our team. He not only has an inside understanding of what it takes to produce a quality video, but he can also fill in as an artist, production assistant, or editor in a pinch! HouseLens attracted Leny, he says, because “it was a better fit for what I want to do when I grow up: make movies.” Not surprisingly, given his military service, his childhood hero was Chuck Yeager. Leny is married and has four children, and (again, not surprisingly) his favorite hobby is watching movies. Thanks for your leadership, Leny – we’re glad to have you on the team!

How to Upload Your Marketing Videos to YouTube

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 15 Oct 2014 05:42:04 -0700

So, you took the plunge and decided to join the video marketing revolution! But what do you do with your videos once they're delivered? Last month, my colleague David Greenberg offered some suggestions for where to post your videos. If you're not familiar with uploading video, however, the idea can be intimidating. Never fear – HouseLens is here! We have created a series of videos to show you how to upload video to all the major social media sites—you can watch them on our website. For those of you who prefer to read instructions, Dave is going to be using his next several posts to walk you through process of sharing your videos on all the major social media sites. Today, he's sharing how to upload videos to YouTube. Hop over to his blog for some great step-by-step instructions and screen grabs to make the process easy!

HouseLens Company News: Customer Service Expansion

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 01 Oct 2014 01:25:12 -0700

September has been a very eventful month at HouseLens. Aside from the usual excitement of being a fast-growing company, we had the novelty of going through a major expansion in our Customer Service department! Our new markets have flooded us with new customers, and our existing Customer Service team was stretched to the limit. So CRO David Greenberg, who oversees Customer Service along with Sales and Marketing, decided it was time for some big changes. We started by knocking down the wall between Customer Service and the conference room to create a mini-call center with ample room for several more customer service specialists. Dave got ample input from the Customer Service team to make sure the new space would be both comfortable and functional. Then we patched, repainted, and installed new phones and computers. We've been moving so fast that our contractor is still trying to catch up--the new workstations are at temporary tables while we wait for new furniture and supplies to come in! While the new call center was under construction, Dave and Andy started looking for new Customer Service Specialists to fill the desks. They put out some ads and got a flood of responses – lots of people are eager to work with an innovative, growing company! So far, they’ve added two new team members: Melissa Poelker and Skyler Field. We’re excited to have these new folks join the HouseLens family and look forward to growing the team even more over the next couple of months! As for our conference room, we relocated it to the rear of the building. The construction is a bit disruptive, but it’s totally worth the inconvenience. There’s just something exciting about knowing that we’re growing so much, we’re almost bursting at the seams. And we’re thrilled to be able to expand our Customer Service department so we can continue to provide quality, personalized attention to our customers as we grow!

Market Closeup: Baltimore, MD

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 24 Sep 2014 00:33:46 -0700

My colleague David Greenberg is sharing a Market Closeup over on his blog today. Baltimore, MD, was one of HouseLens' first markets and remains one of our busiest. Our customers and their buyers and sellers love Baltimore for many reasons, including its history, reacreation opportunities, convenient location, and more. See the full city profile over on Dave's blog at http://on.trulia.com/1sXIAiW!

Meet the HouseLens Team: Customer Service Manager Andy Keesee

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 10 Sep 2014 01:12:10 -0700

This post is part of my Meet the Team series, which introduces you to HouseLens staff. In July, I introduced you to HLU Director of Training Joe Stanford, whose work with our new artists helps us ensure the continued quality of our videos as we expand into the nation's top real estate markets. Customer Service Manager Andy Keesee is another key part of the quality-and-professionalism puzzle. As we grow, we want to continue providing friendly, highly skilled, and attentive customer service to all our customers. That's true whether you're just around the corner in Nashville or hundreds of miles away. Andy (in white shirt) with the HouseLens Customer Service team. We'll be adding new team members within the next month! Andy is the man with the plan to make that happen. After working in customer service and contract management in the corporate world, then owning his own service business, he joined HouseLens in 2012. Like most of us, he started out as a multi-tasker, managing photo and video editing as well as customer service. As the company grew and we developed the need for a dedicated customer service department, Andy was the logical choice to lead it. If you've ever called HouseLens with questions or problems, you're probably familiar with Andy's calm, friendly, and capable demeanor. He knows our products and processes inside and out and is an expert at understanding the customer's mindset. And he's working very, very hard to make sure our customer service scales well without losing its personal touch. Andy calls HouseLens “a company with a creative culture that truly cares about its customers and employees.” He loves our mix of talent and can't wait to see the business reach into every state with game-changing video marketing. He's married to his college sweetheart, a music teacher, and they have two young sons. Their favorite hobby is playing music and singing together, and Andy also loves sports. When he was a kid, his hero was Superman, the world's greatest problem-solver. Thanks for being part of HouseLens, Andy! We're glad you're helping to lead us into the next phase, and we know our customers are, too!

Lessons From a Video Shoot: Three Key Ways to Maximize Broker Videos

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 03 Sep 2014 01:16:57 -0700

Last month, HouseLens Creative Director Antony Boshier and Artist Trainer Ryan McLemore traveled to Washington, D.C., to shoot broker videos in 21 different Coldwell Banker offices. As you can imagine, it was a very busy trip, and HouseLens came away from the experience with some key insights for brokers who are looking to maximize their video marketing and recruiting. One tip: make your videos do double duty by including agent bios and testimonials. That way, you can use the videos to recruit both new agents and new customers. Want to see the rest of the tips? Hop over to HouseLens CRO David Greenberg's blog to read the full story: http://on.trulia.com/1umZWJ3.

HouseLens University Goes to Florida

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 27 Aug 2014 01:41:55 -0700

Beautiful view from a downtown Miami penthouse! At the end of July, I posted a bio of Joe Stanford, HouseLens University Director of Training. We’ve recently had some exciting developments related to HLU, so I thought a followup blog post was in order. HouseLens University is HouseLens’ training program for new artists. As the company grows rapidly, and we spread even farther from our Nashville home base, HLU is critical for front-end quality assurance. It helps us vet new artists before they start shooting for customers, so that we spare ourselves (and our customers) the headache of long-distance quality issues. Here’s how HLU works. When we open a new market (or expand in an existing one), we recruit new videographers and screen them for equipment, experience, and basic aptitude for HouseLens work. Those who pass the screening get an invitation to HLU. Joe & Steve demonstrating photo & lighting techniques for S. Florida HLU students. Once in Nashville, HLU students go through 10 days of intensive training. They watch training videos and learn about video production in the classroom, then they spend several days on practice shoots in homes of various sizes and layouts. Back in the office, they endure some pretty ruthless critiques from Joe and our Creative Director, Antony Boshier. Artists who produce excellent content and show strong customer focus earn an HLU diploma. We send them home and start scheduling them for shoots ASAP. Do we ever send people home without a diploma? Absolutely. We’ve had several HLU classes where students showed promise but needed more time to develop fully. We invite those students to keep practicing and sending us footage. Once they reach our standards, then we schedule them for shoots. It’s working out to be a great system, but now we’ve found a way to take it to the next level. Earlier this month, we ran a successful pilot of a partnership with the Art Institutes, which educates creative professionals nationwide. Joe Stanford and Steve Goodman, one of our lead artists, spent 10 days conducting an on-site HLU at AI’s Ft. Lauderdale campus. They ended up certifying several new artists, just in time for us to launch into South Florida. Steve with the S. Florida class. Implementing HLU as part of the AI curriculum in select markets is a win-win for both sides. It allows AI to offer their students yet another great opportunity for job training and placement, and it helps HouseLens efficiently identify and train the best videographers in a market. We’re looking forward to what the future holds for HLU! Maintaining the quality of our product and our customer service is top priority for HouseLens, and we believe HLU and a partnership with AI are key to making that happen.

Where to Post Your Listing Videos

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 20 Aug 2014 00:33:03 -0700

Did you know you can do much more with listing videos than just post them on your MLS? My fellow HouseLens executive David Greenberg is blogging today about all the places you can post your listing videos. He's got some great tips to help you get the most out of your marketing dollars and give maximum exposure to your properties. Ready to find out how you can make your sellers happy and get that listing video in front of the largest audience? Hop over to Dave's blog here.

Meet the HouseLens Team: CRO David Greenberg

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Thu, 14 Aug 2014 11:33:29 -0700

This post is part of my Meet the Team series, which introduces you to HouseLens staff. Last week, I gave you a quick intro to my colleague David Greenberg, who is also blogging for HouseLens here on ActiveRain. Now I'm following through on my promise to share his complete bio so you can get to know him better. Dave, who joined the HouseLens team earlier this year, is our Chief Revenue Officer. In everyday terms, that means he's the executive who oversees Sales, Marketing, and Customer Service. Raised in a family of entrepreneurs, Dave led marketing divisions at Ford and Mazda before making the transition to entrepreneurship and venture capital in 2011. With his passion for new media and proven ability to generate revenue from the online marketplace, he's the perfect fit for an Internet-focused company like HouseLens. As Dave's staff would tell you, his leadership style is all about mentoring people so that they grow and develop in the areas that are important to them. He likes nothing better than putting together a great team of people and leading them to do great things. Dave says he was drawn to HouseLens "because of the people, the product, and the market opportunity - in that order." In his experience, those three elements working together are what a company needs for success. On the personal side, Dave says, "I'm just all about family." His wife and two teenagers are his favorite companions, and he loves his extended family's tradition of meeting on the coast of Maine each summer - something they've been doing since the 1940s. He's also an avid cyclist and enjoy's Nashville's live music scene. Welcome to HouseLens and to ActiveRain, Dave - now go out there and generate some revenue!

Meet my Colleague David Greenberg

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Fri, 08 Aug 2014 06:01:37 -0700

I want to extend a warm welcome to my colleague David Greenberg, HouseLens CRO! He's joined me on ActiveRain and will be sharing blogging responsibilities with me. I'll have a full bio of Dave for you in my next post. Meanwhile, he'll be taking over the Market Closeup series I've been writing, and he posted his first article today, on Austin, TX. Read it here. Welcome to ActiveRain, Dave! I'm looking forward to blogging alongside you!

Meet the HouseLens Team: HLU Director of Training Joe Stanford

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 30 Jul 2014 02:21:04 -0700

This post is part of my Meet the Team series, which introduces you to HouseLens staff. This year is all about expansion for HouseLens: we're adding several markets every month and expect to be in the nation's Top 50 real estate markets by year's end. But adding all those cities poses a challenge. When we add a market that's halfway across the country, how do we make sure the local artists provide our customers with the quality product and customer service that are a key part of the HouseLens brand? Enter Joe Stanford. His background is in finance, but he was a hobbyist photographer for many years before joining HouseLens as one of our Nashville artists in 2013. He quickly distinguished himself as highly skilled and ready to learn, and he also proved adept at teaching other artists. So when we decided to launch HouseLens University, an intensive training program for new artists, he was a natural fit for Director of Training. In combination with our Creative Director, Joe created a training curriculum that combines small-group classroom instruction, in-the-field practice, and in-person critiques. Prospective artists come to Nashville to learn under his watchful eye, and he makes sure they return to their home markets ready to do things “the HouseLens way.” “Having worked for 25 years in an industry that treated everyone like a number, it's refreshing to participate in the growth and future of HouseLens,” Joe says. “I love exercising my creativity and my love of teaching, and helping new artists become successful and enjoy the benefits of such a rewarding career.” Joe and his wife are both Michigan natives and moved to Nashville in 2010, just to try something new. They quickly fell in love with Middle Tennessee's beautiful state parks, where they enjoy camping and hiking. Joe's taste for adventure started early in life: the ever-active Underdog was his favorite cartoon character when he was a boy. In his spare time, besides hiking and camping with his wife, he likes to restore old furniture and try out new photography techniques and tricks. We're excited that our next generation of artists is training under such a great teacher. Thanks for your leadership, Joe!

Inman Real Estate Connect San Francisco, Day 2

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Fri, 18 Jul 2014 01:52:59 -0700

Day 2 of Inman Real Estate Connect San Francisco was just as awesome as Day 1! I'll let HouseLens CEO Andrew Crefeld tell you all about it. We started off the day in General Session, led by HotelTonight co-founder and COO Jared Simon. His core message: create an amazing customer experience, and success will follow. I love this message because it speaks directly to the HouseLens value proposition. First, we help you create an amazing experience for your own customers. Buyers and sellers love video because it makes the entire real estate process easier for them. For buyers, you just can't beat the convenience of “visiting” a listing from the comfort of your own home! Sellers love having less time on market, which means less time spent keeping the house spotless and packing up kids and pets for showings. Second, our goal is to create an amazing experience for you, the real estate agent. HouseLens videos make success easier for agents by helping you win more listings, sell homes faster, and attract better-quality leads. As CEO, I'm proud that we also offer a quality product and quality service. We certify all our videographers through a rigorous 10-day training course, and our Customer Service team is responsive and friendly. Here's another Day 2 theme that caught my attention: agents should do what they do best and hire the rest. As an agent, you're best at buying and selling homes. That means you'll get the best return on your time (both in terms of money and business growth) if you focus on the buying and selling process and leave the peripheral work to the pros in those fields. I'll use photos and video as an example because they're my area of expertise, but you could apply this analogy to other tasks such as home inspection and document preparation. If you decide to do your own photos and video for a listing, you'll likely spend the equivalent of 1-3 full days of work on the project, depending on whether you make a Ken Burns-style slideshow or a true video. Meanwhile, that time is not available for showings or open houses, following up on leads, or helping clients negotiate offers and counter-offers. And a pro would have provided a better-quality product in less time, allowing you to list and sell the home faster. In other words, you've “saved” $200-500 in videographers' fees, but you've cost yourself thousands in missed opportunity. So hire the pro and spend those days earning money instead! All in all, ICSF has provided the HouseLens leadership with some great food for thought. Jim, Dave, and I are looking forward to taking it all back to HouseLens and using it to build an even better business!

Inman Real Estate Connect San Francisco, Day 1

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 16 Jul 2014 13:30:47 -0700

This week, I'm at Inman Real Estate Connect in San Francisco. If you've never been to an Inman Connect event, put the next one on your calendar! It's a wonderful opportunity to collaborate and connect with real estate innovators. I'm at ICSF with two of my fellow HouseLens executives, CEO Andrew Crefeld and CRO David Greenberg. For a recap of our first day of ICSF, I'm turning the blog over to Dave because so much of what we learned and experienced today is right up his alley. So without further ado, here are Dave's thoughts on ICSF Day 1. Awesome connections at an awesome event! L-R: real estate consultant Aaron Woodman, Andrew Crefeld, me, Dave, real estate educator and Inman Ambassador Sean Carpenter, and mortgage expert and Inman Ambassador Jeff Chalmers My first ICSF is shaping up to be a terrific experience! As Jim said, this event is all about collaborating with some amazing people. What are we collaborating about? How to create a great brand experience for our customers, particularly by leveraging the latest technology available to innovative real estate pros. But ICSF is not about trying to be all things to all people. It's important to know your business, know your customer, and choose the tech-savvy tools that will work best for your particular situation. One tool that got a ringing endorsement today is video, which of course gets my wholehearted agreement! Video is real estate's next wave for marketing: customers demand it because it makes the buying and selling process easier for them. And it's not just good for customers – video is a boon to agents, too. Agents who use video attract more clients and deal with fewer wasted showings, which translates to an excellent return on your marketing dollar. But here's the kicker: if you're going to do video, you've got to do it right. Speaker after speaker agreed that poorly executed video not only doesn't help, it can drive clients away. So find a pro to help you market your listings and your brand with polished video! Another key theme from today was that clients want responsiveness, and they want it now. For better or for worse, we live in an instant-gratification society. Customers have been conditioned to expect full-time connectedness from their agents, and it's easy to lose them if you don't respond immediately to their queries. This doesn't just mean answering your phone and returning voicemails promptly. It also means responding quickly to social media. Monitoring your social media pages throughout the day, every day – whether you do it yourself, pay someone to do it for you, or use an app – and answering messages, tweets, and other contacts within the first few hours or even minutes after they appear is crucial. Good info? I thought so, too. I'm looking forward to another enlightening day tomorrow. Check back here again for a recap of Day 2!

Video Tips for General Contractors

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 09 Jul 2014 02:04:57 -0700

Before I jump into this week's post, I've got some exciting news to share. Our CEO and CRO will be at Inman Connect next week in San Francisco, and they'll be guest-posting here with reports on the event! So check back next Wednesday and Thursday for a first-person view of one of the industry's largest, most electrifying conferences! Video isn't just for agents: it's also a helpful tool for allied real estate professionals. I've already posted about how home inspectors, mortgage/title professionals, and stagers can use video to attract and retain customers. This time, I'm spotlighting contractors. If you're a contractor, here are some ways you can use video to grow your business. Build your portfolio. If you specialize in new construction, video portfolios are a great way to snag contracts from developers or from families looking to build a custom home. Include video tours of individual homes you've built or, if you've done entire subdivisions, incorporate tours of various floorplans as well as footage of the neighborhood and its amenities. This approach also works well for apartment/condominium complexes, multi-unit high-rises, and mixed-use developments. Document transformations. If you specialize in renovations, video is ideal for documenting dramatic before-and-after transformations. Start with a video walk-through of the pre-construction space, then contrast it with a stunning tour of the finished space. To make things really interesting, throw in some time-lapse footage to show the transformation in progress. You'll get a much bigger reaction than with plain old photos! Show your videos to prospective clients, or post them on your website, YouTube, or your social media pages to highlight your skills and attract new business. Educate the public. One of the best ways to create buzz for your business is to establish yourself as an expert in your field. Why not set up a YouTube channel where you share your expertise on topics like basic home repair, the latest home-improvement and building products, or how to work well with a contractor? The visibility will help people remember you the next time they need a contractor of their own. Keep in touch. If you typically have numerous sub-contractors working under you, consider using video to help you track job progress when you're not able to visit the site. Set up a camera and have your subs record a video progress report each day. Or if you need to communicate something about the project (e.g., a problem you've found or new instructions for the next phase of construction), send out a video instead of trying to schedule a mass, in-person meeting (because we all know how easy that is). How would you use video to build a contracting business?

Market Closeup: New York City

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 02 Jul 2014 01:10:15 -0700

Early each month, I profile a HouseLens market as part of my Market Closeup series. I think of these posts as a fun chance to show you what's great about the cities where we do business. Click here for a list of the other posts in this series. HouseLens is officially part of the nation's biggest real estate market – we are in the Big Apple! Launching into New York City is one of the most exciting milestones we've reached as a company. And as we build our market there, we're learning firsthand why so many people flock to our nation's biggest city. Energy. New York City is where things happen – not just for the U.S., but for the globe. With almost 8.5 million people living within the city's five boroughs, and 19.9 million living in the NYC metro area, the Big Apple has more people than many U.S. states and even some small countries! Its financial, media, political, fashion, and artistic sectors impact the world on a daily basis. So if you want to be where the action is, New York is your place! Diversity. New York has been our nation's largest city since 1790 and has a long history as an immigration center. So it's no surprise that the city has attracted people from virtually every race, nationality, and language. NYC is a place where residents can forge friendships with people of every background, as well as enjoy cultural activities and foods from around the world. Opportunity. As a world center for education and numerous economic sectors, New York is the prime destination for people who want to climb to the top of the career ladder. And entrepreneurs love the city for its huge, diverse consumer market. New York's sources of opportunity include Wall Street, the New York Stock Exchange, the United Nations, world-class universities such as NYU and Columbia, and headquarters for 45 Fortune 500 companies as well as almost every major publishing house, entertainment label, and media company. Entertainment and Culture. The entertainment and cultural options that attract millions of tourists to New York City are also a boon for residents. The city has an impressive park system, including the world-famous Central Park, and multiple professional teams for each major sport. New York also has world-class professional companies in every performing art and many internationally renowned venues and entertainment districts (Broadway, Times Square, and Carnegie Hall, to name just a few). And the Big Apple is home to some of the world's largest and most prestigious museums, including the Museum of Modern Art, the Metropolitan Museum of Art, and the Guggenheim. All this is in addition to numerous festivals, events, and smaller museums that celebrate a myriad of cultures, artistic movements, and historic periods. If you live or work in New York City, what do you love about it?

What Sets HouseLens Apart: the Value of Video Marketing

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Mon, 30 Jun 2014 06:35:42 -0700

Ultimately, the HouseLens value proposition is simple: our video marketing solutions help agents win more listings, sell homes faster, and attract better-quality leads, all for a very affordable price. But how do we do it? Earlier this year, we asked our customers to tell us one word that describes HouseLens, and we generated this word cloud from their responses. Here's what I think the cloud reveals about why HouseLens is such a great value. Our service is amazing (keywords: responsive, helpful, reliable). Our Customer Service motto is “Your Listings, Our Passion,” and for good reason. Aside from keeping the phones staffed 12 hours a day during the week and eight hours on Saturday, we take pride in answering questions thoroughly, solving problems cheerfully, and just generally doing everything we can to contribute to your success. We're professional (keywords: professional, quality). All new HouseLens artists must obtain certification through HouseLens University, our intensive 10-day screening/training program that includes small-group classroom instruction, in-the-field practice, and detailed critiques. We also use only professional editors, all of whom work right here in Nashville. The result is a quality video marketing solution you can be proud to show to both buyers and sellers. We offer true video (keywords: innovative, unique). Many of our competitors claim to offer video, but it's really just photo slideshows or pan-and-scan footage. HouseLens videos are true videos: our artists actually walk through your listing, filming as they go. When you post one of our listing videos, it's like hosting a 24/7 open house online. And that means fewer wasted showings for you and your sellers, plus greater convenience for buyers. Our turnaround is unbeatable (keywords: efficient, timely, prompt). We understand that, once a property is ready for market, you want to list it – now. Time literally is money. So our editors work in two shifts to deliver photos within 24 hours of your shoot and video within 48 hours. We provide a complete video marketing solution (keywords: affordable, easy). Our goal is to make marketing easy and affordable for you, so we don't just hand you a DVD and walk away. For not much more than you'd spend for photos alone, we deliver a complete marketing solution that includes video, photos, webpages, and more – plus an Agent Portal and our amazing customer service to help you manage it all. We also offer agent bios, community videos, and other options to meet your marketing needs. Want to experience our unbeatable value proposition firsthand? Call us at 888-552-3851 or visit our website, HouseLens.com, today!

Meet the HouseLens Team: CIO Joshua Lomelino

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 25 Jun 2014 02:50:26 -0700

This post is part of my Meet the Team series, which introduces you to HouseLens staff. Today I'm introducing you to Joshua Lomelino, our CIO and Senior UX (user experience) Designer. When HouseLens was a brand-new startup, everyone did everything. As the company grew, however, it became obvious that we needed a dedicated IT pro, preferably one with a knack for building user-friendly technology. Enter Joshua Lomelino, an experienced tech wizard with a strong background in education and interactive media. Not only could he keep a server running, he could also design a website, animate videos, and create programs as needed! Let's just say we were thankful to make his acquaintance. He joined the HouseLens team about a year ago and immediately started pulling together all our IT pieces into one smoothly integrated whole. Why did he want to take on such a big responsibility? He says the people were what attracted him most – we have an awesome bunch of folks in this office! He also welcomed the opportunity to push the limits of his creativity and solve some pretty challenging problems. And, like the rest of us, he loves the vision of the company and is excited about being part of something revolutionary almost from the ground up. On the personal side, Joshua has a wife and three beautiful young kids. His childhood heroes were Walt Disney and Jim Henson – not surprising for someone who's always been fascinated by animation and movies. And in recent years, he's developed a new passion: organic farming and sustainability. In fact, whenever possible, he routes his code through server farms that run on wind energy! We're all secretly hoping that the results of that organic farming will show up in our office this summer. We're glad to have you on the team, Joshua! Thanks for keeping all the tech wheels turning – and please don't forget to share some of those home-grown veggies with your co-workers!

Introducing the All-New HouseLens.com

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 18 Jun 2014 01:17:09 -0700

HouseLens is excited to announce the launch of our new website at HouseLens.com! This new site is a complete redesign that streamlines the customer experience and puts our ground-breaking video marketing solutions front and center. According to the Google/NAR study The Digital House Hunt (2013), 90% of home shoppers search online, and YouTube is now the top video research destination for house-hunters. Our new website showcases the power of video marketing to capture that audience. The site includes full-motion walk-through video tours of some of the nation's most beautiful homes, all filmed by our certified artists. You can also see examples of our agent video bios and brokerage promotional videos, along with a gallery of our professional listing photography. We also included new functionality that makes it easier for you to order shoots online and for prospective employees to start the application process. We're really looking forward to serving our customers with this new website. Aside from the benefit to our business, we hope it will be an effective tool for agents to show their buyers and sellers the power of video marketing. A couple of clients have already told us they're planning to use it in their listing presentations! Hop over to HouseLens.com and take a look – we'd love to hear what you think!

Using Video to Market Vacation Homes

Jim Griffin (HouseLens: Video Marketing for Real Estate) — Wed, 11 Jun 2014 01:51:28 -0700

The official start of summer is just over a week away. In some parts of the country, the season feels like it's already in full swing. Summer is vacation time, and for many people, planning for a vacation means finding a vacation home. Whether you're helping someone sell or rent out a vacation home, video is a great tool for maximizing the property's marketability. Try these tips to boost visibility and attractiveness through video. Think outside the box. Of course, you can post vacation-home listing videos on websites created for that purpose. But so many other places online are video-friendly – and free! So in addition to posting videos of your properties on real estate websites, post them to your own website, your Facebook page, Pinterest, and YouTube. Just don't forget to include your contact info or a link with the video. You want people to be able to reach you when that fabulous video catches their attention! Go global. When you're talking about vacation homes, your audience isn't just stateside. That means you need a marketing medium that cuts across cultures and language barriers – and video is just that tool. With video, you don't have to worry about whether a prospective buyer or renter can read the listing description. A full-motion video tour of the property will tell them everything they need to know. Add value. Location is huge with vacation homes. So think beyond a garden-variety listing video. Sell the property as part of a destination: include footage of attractions such as beaches, parks, and shopping and dining districts. You might even want to do a series of videos that cater to different demographics. For example, put together a video highlighting kid-friendly attractions for families, and one highlighting nightlife and shopping for young professionals. And if you're marketing an entire development, be sure to include any amenities – such as concierge service, transportation to local hot spots, or an on-site pool or spa – that will appeal to buyers and renters. Make it personal. People don't want a vacation property that feels cold and impersonal – they want something that feels like a home away from home. So use your video to highlight the features that will make buyers or renters feel comfortable in the property. Maybe that's a pool and deck with beautiful views, a cozy living room where families can relax, or a luxurious master suite that gives mom and dad a much-needed break. Ask your videographer to spend more time on those features, or record a voiceover or guided tour that highlights them. Do you list vacation homes? How would you use video to market them?