Over the holidays, I started reading the WellcomeMat “Neighborhood” Blog (they are an american company, hence the missing “u” in neighbourhood).  For those who aren’t familiar with their website (http://www.wellcomemat.com/), “WellcomeMat is a video network that connects you with people and resources to most effectively market real estate, neighborhoods, cities, events and local businesses.”  Their website allows you to “find and hire local video producers, upload and map your video tours/photos, and collaborate with thousands of people dedicated to making local video happen.”  They have a great series of blog entries about the Top Objections to Real Estate Video that inspired this post. 

When I hear Realtors say that having a video produced is too expensive, I always challenge them to look at it not only as a listing tool but also as an opportunity to market themselves.  Our video tours regularly get hundreds of views, and occasionally into the thousands.  Our customized webpage allows our clients to extend their branding to the window that the video is embedded in.  The huge demand for video content on the Internet creates a unique opportunity for Realtors to promote themselves.  Imagine having a captive audience with your photo, website, email address and contact information prominently displayed at the top of the screen for the entire 2 minute duration of the video.  I won’t even mention the number of listings you may win when you play your DVD copy of your tour at a listing presentation.

If we look at it from a purely ROI perspective, it would seem that video would only allow itself to high-end properties, where the commissions could justify the cost.  If the return on your investment is based on the number of unique views, then our statistics show that properties in the lower end are receiving a far greater number of views in comparison to video tours for luxury properties and in return, offering greater value.  Video, in conjunction with other marketing efforts can provide enormous returns.  We recommend that our clients provide a direct link to their video in all their marketing.  Statistics have shown that there are very few methods to effectively drive visitors to a website.  Video is the hook that will get your website results. 

If you value your time, video tours can save you the time taken to walk an uninterested buyer through a home.  Video tours can be used as a method to pre-screen potential buyers.  All you have to do is send them the link and they can tour the house in a virtual environment.  Realtors all want quality prospects.  Should the buyer decide that they want to see the property, they are clearly interested in the real possibility of buying.

I would also suggest that Realtors compare the results from having a video tour produced with other forms of marketing.  Is the value you are recieving for your magazine ad comparable to the results from having a video produced?  Unfortunately, tracking how many people actually looked at your ad is nearly impossible, but using our web statistics, I can call tell you exactly how many times your video was viewed.

Finally, if you empower your clients with as much quality information about your listings (video tours, high-res photos, floorplans, neighbourhood info), they will in turn, reward you with their dollars.