Smooth video, nice transitions, licensed music, and your agent branding. It’s the perfect recipe for a video tour. Or is it? Well, yes and no. More often than not, something is missing.
The Missing Piece…
That something is what you’re not hearing. Long ago, (even before my time!) silent movies swept the nation. Of course, they had music, but by today’s standards, they were “silent movies”. With no dialogue and no narration, and the occasional quick graphic, audiences were left trying to decipher what the movie is really about. The beautiful Greta Garbo's first talking film was in 1930 and MGM marketers enticed the public with the catch phrase "Garbo talks!". So, I think in 2014, we should also let our video tours "talk".
Answer their Questions!
So, why do so many video tours today just include music and no voice over narration? With voice over, your viewer can not only see the home’s great features, they can also hear the key selling points. It can answer the questions in the viewer’s mind as they are watching. Are those hardwoods oak or cherry? A completely remodeled kitchen? New appliances? A home sound system? Travertine tile or slab granite? What is the home close to? New parks or award winning schools, wine country or local shopping?
Not all are Equal…
This not to say that all voice over is created equal. We’ve all seen those tours where you hear someone saying “this is the kitchen”, while you’re looking at…wait for it, the kitchen! The voice over needs to take it a step further. It’s about adding information to what the viewer is seeing, emphasizing key selling points while describing the features. Helping to create that “emotional connection”, compelling viewers to take it a step further and contact the agent for a personal tour.
Back in my days as a television reporter (thank goodness, I no longer have those hours!), it was very rare to ever produce a story (a video) that did not include voice over. On a rare occasion, we’d produce what’s called a nat sound package without narration. These were usually “just for fun” features, showing kids playing in the snow with the sound of their laughter, for instance. It could be really cute or entertaining, but when you wanted to inform viewers of just about anything, you would, of course, without question, add voice over.
Total Recall - Remembering Your Listing
With 90% of buyers starting their home search on the internet, you want your listing to stand out. And to be remembered. Studies show purely visual communication is more effective than solely verbal communication. The most compelling communication? It's not a surprise, it's communication that combines both visual and nonvisual content.
To ask the question again, why do so many tours not include narration? If you’re using a vendor, some have to outsource the voice over artist and so it’s an additional expense. You may also find real estate video producers who offer it all, in one affordable package. A little research pays off.
A compelling video that marries quality images and an informative voice…it’s a recipe to hearing the best sound of all, the sound of a buyer’s agent making a fantastic offer.