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.

Continuing my quest to find the best and worst real estate videos on the internet, I came across this one using the tag “Hous for sale,” on the basis that I should find some rubbish if I looked for a mis-spelled word or two. Bingo!

After I finished laughing at this one, I realized that this is not actually a “House for sale,” video. This is supposed to be a demo video by a company offering to make a video of your house for sale. Good grief! That’s correct. This is a demonstration of just how good a real estate video can be. I almost feel sorry enough for these people to add a link to their site. Almost.

Some real estate videos on youtube are bad enough, but this person is actually encouraging people to shoot them like this. This is almost painful to watch. The opening shot is of a car for goodness’ sake. Not really very appropriate unless the car is included in the sale. Of course, there is no soundtrack (unless you count the occasional bird chirping in the background) so I have no idea if that is supposed to be the case.

To who ever shot this video. I have one word for you:

                                                   TRIPOD

And if you can’t afford a tripod, Johnny Chung Lee will show you how to make your own steadycam for $14.

If you are interested in seeing just how good a real estate video can be, take a look at these:

Bradford Squared
Victoria House

Why are property videos taking over the luxury market? It’s simple. Video gets remembered -

People remember only 20% of what they hear and only 30% of what they see, but an incredible 70% of what they hear and see! It’s no surprise then video has become a must have marketing tool in many online industries. Real estate is no different. Videos create a story and a stronger emotional response than pictures or text. If you want your property to shine make it the star of the show.

Video consumers take action -

Internet video viewers actually “choose” to watch your video. TV viewers are assaulted with commercials and unpredictable programming. Videos are interactive and user friendly. 50% of video viewers take some form of action after watching a video; like clicking on an advertisement or visiting a website.

International buyers love video -

International property buyers are demanding video. To save time, energy, and travel costs these buyers watch property videos. Why fly from Hong Kong to Aspen to see if you like a kitchen when you can see it come to life from your computer screen? Then, once you know you love the green carpet in the basement invest the time and money to make a visit. If catering to an affluent, international audience is your goal, video is the solution to increase visibility and highlight your tech-savvy expertise.

For an exclusive look at selling and marketing tips from today’s top tech-savvy professionals we recommend the video "How to Sell Your Home for Top Dollar" produced by Realty Impact Marketing.

h/t: justluxe

Things don’t always “pan out.” Just ask Enron. They crashed and burned. Polyester. That seemed great at the time. 8-Tracks. Baby, those were the days. As companies, fashion, and music industries strive to set the next trend, most eventually fade and become relics of history. If something is going to “pan out” there needs to be logic. It must have intrinsic value. It has to endure. It needs to be precious. It has to be like…well…Gold!

The origin of the expression ‘panning out’ comes from the California gold rush. “Panning out” a cubic foot of gold enriched gravel could produce instant wealth. It’s the same today as it was back then. A brick of gold bullion lying in the street will send people into a raucous frenzy. Web 2.0 is the same kind of tumult. Only, video is the new gold. Today’s top internet marketers agree video is your fast track to success. Its value is just starting to emerge. Online video is going to “pan out” and in a big, big way. Internet TV is already here. The rush has begun.

The following excerpts (all from 2007) highlight the consensus of online marketing firms that agree video is the internet’s gold mine. Grab your pick axe and sifting pan. There’s plenty for everyone!

ABI Research “Nearly a billion consumers worldwide will watch Internet video by 2012, up from roughly 300 million today.”

Pew/Internet “Online video now reaches a mainstream audience; 57% of online adults have used the internet to watch or download video, and 19% do so on a typical day.”

Advertising.com “The majority (62%) of consumers are viewing video online.”

Bill Battino, Communications Sector managing partner, IBM Global Business Services. "Consumers are demonstrating their desire for both wired and wireless access to content… an average of 81 percent of consumers surveyed globally indicated they’ve watched, or want to watch, PC video, and an average of 42 percent indicated they’ve watched, or want to watch, mobile video…"

Online Publishers Association “Watching video online is becoming routine with 5% viewing daily; equaling millions of consumers.”

Lumin Collaborative “Traditional radio is losing its significance in people’s lives. US adults are spending more time each day on the Internet and watching TV than listening to the radio.”

Edison Media Research, Larry Rosin “It is not a stretch to say that the Internet has become just as important as television as an important source of information and entertainment in the lives of Americans."

EMarketer.com "2008 will mark a watershed for Internet video. More than 50 percent of the U.S. population will have watched video online. That percentage should reach more than 61 percent of the U.S. population in 2011, with viewership defined as a person who has watched Web video content at least once a month.”

Video offers luxury real estate professionals the most dynamic form of online marketing. Judging by the forecasts it is only going to get bigger. Presently, some sophisticated buyers and sellers are satisfied with agents marketing virtual tour “fools gold.” It won’t be long until they demand the real thing. Check in with a professional real estate videographer to find out how your can be apart of the internet gold rush. Some of the best professional real estate videographers catering to the high end market include: RealtyVideoUSA, Nashua Video Tours, RealtyImpactMarketing,TurnHere, and OnlineWalkThru (now LuxuryWalkThru)

The key to Scrabble is using short game changing words. Memorizing words like tranq, qabab, and qadi gives a serious advantage when you have a Q but no U. A great aspect of the game is playing a word you know isn’t in the dictionary, but no one is confident enough to challenge you on. That is exactly what I am going to do. I am going to bend the rules. I am not only going to play an acronym, but I am going to play something that doesn’t even exist. I am going to create my own term, put it on the board, and walk away with confidence. I hope you are ready.

“PGC”

What is PGC? You encounter it everyday. It’s in magazines, television, online, newspapers, and on the big screen at the local cinema. It’s what you pay to watch and read. It’s “Professional Generated Content.” The User Generated Content (UGC) movement has been marvelous. The democratic nature of UGC has given rise to blogging, viral marketing, and instant fame for many amateur content creators. If you’ve seen the Evolution of Dance you know what I mean. However, when it comes to the luxury market, UGC doesn’t cut it. Viewers, buyers, and sellers demand professional content. A recent Pew Internet & American Life Project study suggests 62% of online video viewers report their ‘favorite’ internet videos are those that are professionally produced. ‘Videos produced by amateurs’ were only given a favorable response by a young male demographic.

Companies like OnlineWalkThru (Now LuxuryWalkThru), Turnhere, and RealtyVideoUSA produce videos befitting the luxury market. The world’s most prestigious properties deserve the world’s most cutting edge video technology and professionals. Hopefully, only a few luxury real estate professionals have contemplated, or dare I say, actually produced their own videos. When it comes to a luxury property video many professional techniques are essential: lighting, voice-overs, scene coordination/transition, interviews, quality equipment, and panning effects. Using a professional is the only way to ensure a property’s most exquisite features are captured in their best possible light.

Playing a word like PGC in Scrabble will surely forfeit you a turn. However, playing a game like PGC in luxury real estate will put you on the fast track to success. And who knows, given the right ‘qi’ you may still come back and win that Scrabble game. Tell us what you think. What defines video PGC? How is it changing the luxury market? What is the greatest Scrabble word you have ever played?

Photo: Phil Yanov Blog

In 585 B.C two Middle Eastern armies (the Lydians and the Medes) were locked in battle when all of a sudden…the day was turned into night. The site of the solar eclipse was so astounding both sides dropped their weapons and agreed to peace. Image thousands of soldiers about to give their lives in battle when instantly they are brought to their knees in fear and awe. No picture, story, or modern movie could truly capture what a site that must have been. One would have to have been there in person to grasp such a moment.

It is the same with real estate. Nothing is better than seeing a house in person. The intent of creating a luxury video is not to sell real estate unseen. Nothing can replace a home viewing. A video motivates buyers to visit the property and contact real estate professionals for more information. Videos generate more leads, buzz, and excitement than pictures or virtual tours. Videos do not sell a house, but they do get people into the house. The romance and story of a video create an emotional bridge. The emotional bridge moves buyers to take the next step and schedule a personal showing. With more and more international buyers entering the market getting a listing to stand out is essential. An internet video dramatically increases exposure to international home buyers and investors.

According to NAR, 44% of luxury agents generate business outside the United States. As the dollar weakens globally US second homes and investment properties will continue to be alluring for international buyers. Real estate professionals that forge relationships with international buyers and investors will lead the industry. The ability to create quick, viable emotional connections will be indispensable in this competitive market. A video is the means to stand out from the pack .

The affluent spend 76 hours per week on the web. They are not playing video games or downloading the latest series of Survivor. Instead, affluent web users are doing research, business, and staying connected with friends and family. Simply put, they aren’t wasting time. If they are searching real estate a video is the opportunity to make a personal connection. It is the chance to market one’s experience and expertise. It builds trust, authenticity and shows knowledge. Like the events surrounding the eclipse in 585 BC, the power of seeing real estate in person can’t be replaced. However, a video creates and illuminates the story and emotion of a listing. The story and emotion will bring people into the house.

Photo: The Bracket Board