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)

FSBO, or “For Sale by Owner,” has become a familiar word lately, but I believe I may have come across the most expensive FSBO so far - The Windyhills Estate in Chatanooga. Unless you count Donald Trump’s Palm Beach Mansion, - and he does rather have good access to a network of luxury real estate portals.

The owner has sensibly chosen video as the primary marketing tool, which will be featured on the front page of the Luxury Property main site when it launches. Although I understand the property is also being listed at a few less progressive venues using photographs and text. This is a preview of the video.

I gather this 10,000 sqft luxury home in Tennessee is offered fully furnished and the owner is a professional interior decorator. With a fondness for marble it seems: marble fireplace, massive marble staircase and marble floors. In fact, one of my colleagues remarked that this may not only be the most expensive FSBO, it may also be the “Heaviest Home in America.” The main house has 5 bedrooms and 5 1/2 bathrooms, but there is a separate 2,000+ sqft, 2 bed 2 bathroom guest house also on the 10.92 acre property.

Whilst we love the video, and admire the owner’s efforts this far, with a price tag of $15,000,000, we feel the seller could well benefit from professional representation, and it happens that a local agent, Harold Crye, was recently named chairman of the board of Leading Real Estate Companies of the World. Food for thought.

This week’s winner nearly didn’t make it because I think I may already have a few out-of-focus slide shows in my collection of worst youtube real estate videos. This luxury home in Hollywood hills is listed at $17.5 million. Watch the video, then see if you agree with my assessment:

Presumably, they are looking for movie-industry buyers. I wonder if a typical movie executive watches real estate videos on youtube. I will not be staying up nights worrying about it, because I am fairly sure I know the answer. So, the first question is - why bother?

This video has more cheeps than a box full of newly-hatched chickens. The real estate agent looks cheap, the property looks cheap, and the venue is extremely cheap. It is a seventeen million dollar property, yet this is a slide show taken from still photographs?

The only one involved who doesn’t end up looking cheap is the company that produced it, Avanti films. I imagine they tried their hardest to persuade the agent to let them do a decent job, but with a budget of about fifty bucks, this is not too bad, and some of their other work is excellent. Although, the only thing I like about this one is the background music. Very Hollywood epic

This weeks worst real estate video is courtesy of Realty Times. Realty Times seems to exists solely to promote the idea that there is no such thing as a subprime crisis, and all the “negative press,” must be bad for your business. In fact, they will guarantee a “positive spin,” if you should choose to make a “newsletter,” with them.

Hmm. Then I take a look at one of their youtube videos. Seriously. This is a sixteen million dollar property.

And a sixteen dollar video. What is it with the slide shows? Did some marketing guru somewhere say, “What you really need to get the best from video is a thirty second, out-of-focus slide show. It really pulls in the best buyers. Everyone loves them.”?

If I was the realtor, I would be doing my level best to have this one expunged from the records and asking for my sixteen dollars back.

On the other hand, this one was posted to youtube more than a year ago and has had 1,600 views, so maybe he doesn’t need to worry as no one has watched it.

Current count of youtube videos tagged “real estate” - 31,300.

As regular readers will know, I am currently watching the incredible quantity of real estate videos being uploaded to youtube. When I first started this, youtube had 25,300 real estate videos. That has now increased to 29,200, just a few weeks later.

Continuing a look at the crappiest real estate video on youtube, this week, I am proud (if that’s the correct term) to present this one. According to the title, this one is in DEEP WATER!! And includes OCEAN!!! Presumably the extra exclamation mark after ocean means that’s more important.

After watching this one, I though, as usual, why bother? 1.06 minutes of a real estate agent shouting over the noise of the wind. You could argue that it is better than nothing, but I would argue right back that it merely demonstrates unprofessional behavior, although I do agree with his closing remark. It is a good life

Horowitz Associates just released its Broadband Content and Services 2007 report. As suspected, video is on a tear with adult users. It’s not just for the kiddies anymore. According to the report, a full six out of ten (61%) high speed internet users watch/download content once a week. On a monthly basis the number spikes to 86%. Other reports indicate much of the same.

The comScore Video Metrix report shows viewers watched an average of three hours of video in September with US viewers watching more than 9 billion videos. Yes, that is billion. The report also stated the average video length was 2.7 minutes, also known as the perfect amount of time for a property video. If you have a luxury property, a video is a must have for your marketing package. As video becomes utterly pervasive and mainstream affluent buyers won’t simply be delighted you have a luxury property video, they will demand it. Expect trends like this to see even more acceleration in 2008. 

(Click here for easier viewing)

Via: Horowitz Associates, Emarketer

What do theme parks and real estate marketing have in common? Well, they each feature an assortment of rides to excite our senses and make us come back for more. Yet, it dumbfounds me. Why get on a Tilt-a-Whirl (aka Virtual Tour) when there are rides like the Millennium Force (aka Video) in the same theme park? One makes my adrenaline rush and the other rushes me to the bathroom. A video excites buyers. A virtual tour punishes buyers. Here’s some great questions to ask yourself before strapping into the video roller-coaster of success.

1. What is my property worth? It’s not practical to pay top dollar for a video showcasing a $300,000 listing. Nor is it practical to showcase a multi-million dollar property with a low budget video. Your marketing budget and property should dictate what type of video you produce.

2. How much should I expect to pay for a video? Top of the line, full production videos can reach upwards of $3,000-$4,000. Not exactly the kind of change you’ll find in the penny bank, but as with most things in life, you get what you pay for. In this case it’s a turn-key, no hassles, marketing masterpiece. Think of the video as an investment. The more you put in the more you get out. For the value investor, lower budget videos can be as cheap as $200. As long as you use a professional, you will still receive a quality, innovative marketing product.

3. What type of production style fits my property? Do you have a waterfront property? Be sure to use a videographer that can do boat or underwater shots. Do you have a one-of-a kind estate? Be sure to find a provider who offers helicopter shots to capture the landscape. Is your property still being built? Then consider a 3D videographic rendering. These are excellent marketing pieces for luxury clubs and developments.

Quick Tip - Ask your videographer about the music, lighting, and other visual effects. Remember, if in doubt, keep it simple. Videos range from standard voice-overs to full production interviews with architects, homeowners, and historians. Know the extent of production before you take the leap.

4. What is the story? The story is everything! If you don’t have a multi-million dollar luxury property a standard voice-over video tour will suffice. However, if you have a showcase property the story can be the ultimate selling point. Has your property been in a Hollywood movie? Was a former resident a celebrity or political icon? Is there something special about the architecture? Are the kitchen tiles custom made in a small farming village in northern Peru? Every story has the potential to capture the audience. The more humanity in the story the better.

Video Fact - “Nearly a billion consumers worldwide will watch internet video by 2012, up from roughly 300 million today.” (ABI Research)

Contact Video@LuxuryProperty.com for information about our video partners and how to get your video on LuxuryProperty.com

Picture: CedarPoint -GeoCities