Luxury Real Estate – Video The Ultimate Marketing Tool

Many high-class luxury real estate agents and developers are turning to online video to promote their properties. Understandably, as video is obviously the way forward, not just for luxury real estate marketing, but many other types of product and services. Figures recently released by Nielsen show categorically that online video viewing is on the rise, and the up-coming generation watch as much as 132 minutes of online video a month.

Today’s youth don’t know – or don’t remember – a time when they weren’t going online, so their adoption of online video has been seamless,” “And while video consumption in the workplace increases usage metrics among adults, the ‘at home’ data show how kids and teens are driving usage and claiming their territory. The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy. Among the top sites for the younger demographic we see publishers that are integrating video into games, music and other content to drive engagement with this multi-media generation. Michael Pond, senior media analyst, Nielsen Online.

There is a definite shift away from TV towards online video and Nielsen now compare the two in their “Television, Internet and Mobile Usage in the U.S.” reports.

The quality of video is rising also, and the days of slow-loading, low-quality online videos are numbered. This video below is an example of the sort of quality available – If one chooses an appropriate production company, hosting company and provider.

The Cliffs Communities, a golf community in Carolina have a good example of the type of quality available here, hosted by Fairway Properties. This is a small version:


The Cliffs will eventually have no less than eight championship golf courses, crafted by PGA masters Jack Nicklaus, Tom Fazio, Gary Player, Ben Wright, Tom Jackson, and now, Tiger Woods.

Nielsen’s Three Screen report (PDF download)
Nielsen’s Video generation report (PDF download)
The Cliffs Communities
Fairway Properties (Beta)

Comments (2)

  1. I agree that video is quickly becoming main stream for real estate. I would like to know if people are using third party software or vendors to produce the video tours or are they doing them in house? What are the more popular software programs for creating video tours for luxury real estate?

  2. Price point of the Real Estate being marketed usually determines whether a property video is produced in- house (an agent walking through with a mini camcorder) or a professional videographer/video production company is hired. All luxury level properties are almost entirely produced by videographers or video production companies. There is no third party software packages that actually produce a video tour. Most common editing programs in use by professionals today include Apple’s Final Cut Pro and Adobe’s Premier Pro. Apple’s I-Movie is seeing a good bit of use for shorter length productions.

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