What Makes Great Video?

By
Services for Real Estate Pros with Reel Productions TV- Real Estate Video

 

Easy answer:  Anything that is entertaining to the viewer can be deemed as a great video.  When thinking about what you want your video to look like think about the main points you want to get across to the viewer and what is the most entertaining way to convey those points.

 

I’m not talking about song and dance or comedy.  Entertainment can be as simple as good production value.  Anything that is pleasing to the eye to watch and evokes emotion is entertainment.  We just want to make sure the emotion is a positive one! 

 

At Inman NY in the Digital Video Summit, the question was posed, “Should I use track or should I just use music?”  The answer is two fold.  Most in the room felt that track/voiceover was a good idea to help tell the story.  A point was also brought up that if your video ever left your site it should be self contained so people know what they’re looking at and who they should contact for more information.  That means including contact information and a URL on every video.  

 

The other answer to that question is, as long as the video is entertaining, there are no rules to follow.  If you can tell the story without a voice, go for it!  Of course, this is a lot harder to do and requires a more specific photojournalistic eye, but it certainly can be done.

 

For argument’s sake, let’s just say you’re going to write a track for your video.  What should you write?  How do you get started?  Well, first and foremost, you want to portray a compelling story to the viewer...one that holds their attention. Try to focus on the main points that you want to convey.  

 

For example, say you’re doing an agent profile on yourself.  You want to get across that you work well with people, have 20 years experience, specialize in the Upper West End neighborhood and are actively looking for more clients.  Keep those points in mind when drafting a script and that will help keep you on track by giving you a direction for your story.  It’s always best to remain conversational in your writing and speaking.  The days of Walter Cronkite are over!  Be yourself.  If you sound like you’re reading...STOP and start over.  The art of voiceover is to sound like you’re talking without “reading”.  Remember, like everything in life, you will get better with practice. 

 

As for the length of the video, I recommend no more than two minutes.  We live in a YouTube world with short attention spans.  If you loose them, they’re gone.  It’s better to keep them wanting more than have them turn away due to boredom or poor quality. 

 

As a side note, many professional crews will write and voice the script for you if you do not want to do it yourself.  Or, they can simply write it for you if you still want to track it yourself. 

 

Along the YouTube vein, keep this in mind before posting your video on YouTube's site: 

1.)  Will your desired viewer be looking for real estate videos on YouTube?  The number one videos watched on YouTube (BY FAR) are music videos.

2.)  If you viewer can't find you or watches all your videos, will they then return to your website or will they be sucked into the YouTube vortex and never return to you.

3.)  You lose complete control when you release your videos to YouTube.  Including, the follow-up videos that pop up after your video plays which could be ANYTHING.

We always recommend to place your videos where the 'correct' eyeballs will see them.  Make your moves strategic to see optimum results.

Happy video shooting!!

 

Reel Productions TV  

 

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Anonymous
Zack

I agree with everything, except I absoutely think YouTube is essential.  I want eyeballs - I don't care if they're correct!  Plus YouTube appears in the search results which is where real estate eyeballs are looking!

I think a home tour can be longer than just two minutes.  If you have a serious buyer, they will watch a 4-6 minute video.  Wouldn't YOU if you were interested in the home?  People aren't looking at home tours for entertainment, they're looking at it for INFORMATION.

Jan 10, 2009 11:50 AM #1
Rainer
75,895
Marlene Pellegrini
Norwich, CT

Videos are the thing to do!  You have posed some interesting questions. As for the above comment, I am not sure what the magic minutes of time is best for a video.  I think that people have a short attention span but on the other hand we do want to show as much info on the property to make it effective.

Jan 10, 2009 12:06 PM #2
Rainer
61,449
Tara Jones- Atlanta
Reel Productions TV- Real Estate Video - Dacula, GA
GA

Zack-  You bring up a lot of the same points that were debated at Inman and it truly comes down to opinion.  I believe that a video that is poor in quality or 'not entertaining' will not be watched by anyone even if it is informative...others disagree.  I also think YouTube is not a real estate destination when speaking strictly about eyeballs and believe agents/brokers could get MUCH better results by placing their videos elsewhere...others disagree.  That is the beauty when dealing with the visual medium.  There is a lot of room for debate because the very essence of it is creative.  Do what you believe is best and keep trying different approaches when hitting a brick wall.  Thanks so much for your comments!

Jan 10, 2009 12:07 PM #3
Rainer
61,449
Tara Jones- Atlanta
Reel Productions TV- Real Estate Video - Dacula, GA
GA

Marlene-  If you ask 10 people what the best length for a real estate video is you will get 10 different answers.  Coming from a news background, I know people's attention's span are SMALL to say the least...which is why I always recommend keeping it short.  It's better to have the viewer wanting more than turning away from boredom.  The prior will get them to pick up the phone and call you.  Regardless of length, just make sure it's something that people want to watch, both visually and audibly. 

Jan 10, 2009 12:11 PM #4
Rainmaker
610,696
Associate Broker Falmouth MA Cape Cod Heath Coker
http://www.CapeGroup.com & http://www.REindex.com - Falmouth, MA
Heath Coker Robert Paul Properties Falmouth MA

Videos are useful to help make a point.  For a property they can be more descriptive than a still picture.  What do you think of my youtube?

http://www.reindex.com/WhatIsREindex.html

Jan 10, 2009 12:38 PM #5
Rainer
61,449
Tara Jones- Atlanta
Reel Productions TV- Real Estate Video - Dacula, GA
GA

Heath- HYSTERICAL!  Great way to add humor. You may want to add your contact information (e-mail, phone number, etc) in graphic/text form at the beginning and end of the video as well just to drive home your product info.  Thanks for sharing!! 

Jan 10, 2009 11:50 PM #6
Rainer
10,162
Matt Rains
Real Estate Technology Online - Atlanta, GA

Tara,

Another Great Post. Just keep in mind for everyone that creates their own videos that the large majority of MLS's out there will not allow personal contact information on anything that is related to your MLS listing. It is best to create a video for the public that has all your contact information in it and also create another quick video for your MLS that keeps your contact info out. Some MLS's have even started fining agents for putting their contact info in a marketing video? I don't agree with what they do but i'm just a little Realtor what say do I have :)

Also, about Youtube.com I know of many agents that post videos on Youtube.com and when the video ends 4 more videos pop up as icons that have things to do with their "market area" ohhh things like strip clubs and viral videos. I know of many agents that have had to call and apologize to clients for putting their home on a service with such trash. I'm just saying a safer bet is either a real estate based video host or Viddler.com where you can control the content that comes after the video.

Tara everything else I agree 100%

-Matt Rains
www.RETechBlog.com

Jan 12, 2009 04:53 AM #7
Rainer
61,449
Tara Jones- Atlanta
Reel Productions TV- Real Estate Video - Dacula, GA
GA

Matt-  That is exactly my point with YouTube.  We have a client who has the word "bottom" in his business title.  Needless to say, the videos that popped up after his was enough to make most of us blush!  

In regards to the MLS, I met a guy at Inman NY who has developed software that creates a non-branded webpage to place on the MLS.  I'll get more info and pass it along. 

 

Jan 12, 2009 05:08 AM #8
Rainer
10,162
Matt Rains
Real Estate Technology Online - Atlanta, GA

Tara,

Our members area allows agents to create unlimited websites for their listings and one of our features when they create a listing is it automatically gives the agent an "MLS Safe" version to use as a "virtual tour" style single property page.

Good to hear you had fun at Inman

-Matt Rains
www.RETechBlog.com
www.RETechSeminars.com

Jan 12, 2009 05:26 AM #9
Rainer
61,449
Tara Jones- Atlanta
Reel Productions TV- Real Estate Video - Dacula, GA
GA

Great to know...Thanks so much, Matt. I'll be sure to pass that along in class!

Jan 12, 2009 05:40 AM #10
Ambassador
891,130
Lane Bailey
Century 21 Results Realty - Suwanee, GA
Realtor & Car Guy

Tara... luckily I don't sound like I am reading when I am reading... makes up for the rest of me.  ;^ D

Jan 12, 2009 01:37 PM #11
Rainer
61,449
Tara Jones- Atlanta
Reel Productions TV- Real Estate Video - Dacula, GA
GA

Lane-  It is truly a skill....so glad to see you have mastered it!  A fluid voiceover makes a HUGE different in a quality video. 

Jan 14, 2009 11:31 PM #12
Rainer
70,555
real estate real estate
Providence, RI

Tara, the important thing for a successful video is just to catch their attention, for marketing purposes. Being entertaining is just one aspect of it. Another aspect is to create curiosity among viewers. I like this is equally important.

Jan 24, 2009 10:58 AM #13
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