Within the past week I’ve viewed a listing video and watched a Periscope broadcast from a listing; both had terrible production values and there was no reason for it.
What are Production Values? In a nutshell, it is seeing or hearing something that should not be there. Can you see the boom mic at the top of the screen? Is the top of one actor’s heads cut off at the top of the screen and not fully showing? Is there an airplane flying overhead in a period piece? That sort of thing.
The classic story is when the movie Spartacus was being shot back in the 60’s; supposedly there was a scene where the Roman army was running up a hill and someone, luckily, noticed that many of the soldiers were wearing wrist watches.
And while Realtors® are not making these types of big budget productions, they should still make the effort to have good production values in their real estate videos and Periscope broadcasts.
Here are the 2 recent examples:
I viewed a listing video from a well-known, very successful agent. I am not about to name any names but if you are in the L.A. area I would expect you to recognize it. Their video started with the obligatory, unnecessary drone footage and the propellers of the drone were onscreen. Total fail. Completely unprofessional! Why did the agent accept this footage from the shooter? Why was it uploaded like this? Drone shoots are not cheap and the agent deserved better than they got.
Seeing the propellers of the drone is an example of poor production values. It is something that should not have been there.
The Periscope broadcast was no better. The agent started out with the cell phone turned horizontal but, then, for some reason turned it vertical thereby making the visuals look bad. But, the worst part was when the live video stream froze about 1 minute in but the agent did not notice. While the viewer was stuck looking at a close up of some kitchen tiles, the agent had gone off to the bedrooms and was going on about how great X and Y looked when all we saw were kitchen tiles.
Having the video stream freeze and the agent not doing anything about it because the agent didn’t notice is an example of poor production values.
Of course, these aren’t mega-million dollar blockbuster movie productions but, if you are going to take the time, and expense, of having a video shot or do have a live broadcast from your listing, you should make the effort to do it right. Remember, all of this is reflects on you and your brand.
I know one of the agents but not the other. I want to say something to both of them but, how do you say to someone ‘that video you paid for’ was terrible? Or that their Periscope broadcast was really bad?
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