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

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

Are you posting your luxury property videos on Youtube? If you are I don’t blame you. That is what some mass market real estate ‘experts’ are recommending. They suggest a video salvo across the web is a sure fire plan for success. Put your exclusive, prestigious property in as many places as possible they say. Boost your SEO. Climb to the top of Google. Take over the world! The illusions of grandeur just keep going. Let’s bring this back to reality.

Youtube is a wild, beautiful cacophony of humanity. Yet, it doesn’t take much searching to realize the inherent problem with posting your property video there. Have you ever looked at the “comments & responses” section under one of these videos? It’s not exactly tea and crumpets down there. In fact, it can get down right absurd, embarrassing, and nasty. I love the freedom of speech, but you wouldn’t put your luxury listing on the back of an adult magazine. Posting your luxury property video on Youtube is like being in Jurassic Park. One minute everything is great as you get an initial boost in your SEO. The next moment T-Rex is gobbling up the poor little goat, chasing down your Jeep, and Jeff Goldblum is chirping “must go faster” in your ear. Youtube is not as good as it seems. Here’s evidence why luxury professionals should NOT post their property videos on Youtube.

The following links are to professionally produced luxury videos on Youtube. It’s important to remember most qualified luxury buyers aren’t searching Youtube for real estate. Even if they are, would they want to read the “comments and responses” associated with the videos at the links below?

http://youtube.com/watch?v=mgaa4fw1aVY

http://youtube.com/watch?v=ppP-67CvB8k

http://youtube.com/watch?v=uj_dH9fJq_I

http://youtube.com/watch?v=8edY7bUa18o

http://youtube.com/watch?v=RS_9WNuPfe8

Targeted marketing is everything. Where you put a luxury listing says a lot about it. How you respect a seller’s privacy says a lot about your professionalism.The content, design, and overall appeal of a property’s marketing has a dramatic effect on buyers. When I’m reading the Wall Street Journal I enjoy the real estate. When I am at a carnival (Youtube) it’s best to watch the talking animals and the clowns. They each have their place. Just not with each other.

For targeted online real estate marketing contact LuxuryProperty.com. Your buyers AND sellers will thank you.

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

 Using the right tool is everything. It doesn’t make sense to use a nail gun in your rose garden or a spade to hammer in a rusty nail. That’s why is so important to use the appropriate type of video for your real estate marketing. The fledgling real estate video landscape is quickly blossoming into an industry of specializations and service. Leading the charge are WellcomeMat and LuxuryProperty.com.  Unfortunately, Wellcomemat’s broad market appeal doesn’t cater to the specific marketing needs of the luxury market. Unlike LuxuryProperty.com, Wellcomemat does not feature any kind of search functionality for properties without videos tours. Affluent buyers (and all buyers for that matter) want to search ALL the available properties, not just the 1% of properties with video tours.

For a luxury property video there are many additional considerations and options. Video service providers offer clients many choices when deciding what video is right for them. There is everything from a professional, conservative voiceover to a more customized video package. The following highlights some of these specializations and considerations one must take when deciding upon the appropriate luxury property video.

1. What kind of listing do I have? The property should always dictate the type of video you produce. Is it a waterfront property? Be sure to find a producer that can do boat or underwater shots. Is it an estate? Be sure to find a provider that offers helicopter shots to capture its landscape. The video should enhance every feature of the house.

2. What is my listing worth? It’s not practical to pay for a top quality video for a 300,000 dollar listing. Top videos typically run around 2,000 dollars to shoot, edit, and produce. Be sure the property is befitting the expense for a professional real estate video.

3. What type of style do I want? Video providers offer an array of style choices. Music, lighting, moving/still shots are examples of style options to choose from. Companies like LuxuryWalkThu feature high definition and widescreen video to capture the elegance and beauty of a luxury property. Videos range from professional voiceovers to interviews. TurnHere features videos which interview real estate professionals, home owners and even architects in their videos. Companies like RealtyVideoUSA offer professional voiceovers in their videos for a more formal marketing approach.

4. What is the story? The story is everything! Do you have a historical property? Then explain the story. Is there something special about the architecture? Are the kitchen tiles custom made in a small farming community in northern Peru? Every story has the potential to capture the audience. The more humanity in the story the better. The video should make the house come alive!

The right tool to market a luxury property is imperative. There are additional sites and service which specialize in the growing industry of online real estate videos. Other players in this industry include: RealPropertyTours,Nashua Video Tours, Vid2r and RealtyImpactMarketing.

Imagine the Greek deity Atlas carrying the world on his shoulders. Quite the load even for someone with muscles the size of Africa. Now, imagine Youtube, the Atlas of internet videos. It carries the weight of millions of videos and users. Its dominance has continued following its 1.65 billion dollar Google buyout last October. According to Hitwise (a web analytics research firm) traffic data shows the market share of visits to YouTube increased 70% between January and May in the United States. To put this in context, the market share of visits to 64 other video sites only increased by 8% during the same time. While Youtube may be king there are still many innovating competitors in the market. The following is an abbreviated version of a who’s who list of video sites posted by the Mashable team on their Blog.

Google Video - Since Google bought YouTube, Google’s Video player is mainly used for for-pay content like TV shows. There is also a search indexes for all video sharing sites on the internet.

Blip.tv - Blip.tv is designed for video podcast makers. It allows for easy uploads with all types and qualities of media. It then sends them to their feed for the users. Advertising options are also available.

Ourmedia - Where you can upload audio, video, images, and text and share them with the world. The OurMedia community contains over 100,000 members.

Veoh – Allows users to watch high definition quality videos and publish personal videos.

DailyMotion - Video sharing platform with multiple video search options. People join groups based on publishing videos with common interests.

Metacafe - A site that helps you discover the best videos through a community that filters, reviews and rates new videos every day. UnCut - Video uploading and sharing community by AOL. Embeds videos into you blog.

Kewego- A video sharing network where you can upload your own videos and view videos by others.

ClipShack - Video sharing community that allows you to upload video clips, make friends, keep a collection of your favorite videos and comment on clips. 5min- Video sharing site with a particular vision: collect videos that can explain anything in five minutes.

Brightcove - Search, click and watch. Music videos, news, travel, recipes, adventure. Thousands of channels, including the best in online video.

Viddler– Allows you to add tags and comments to video that will show up at specific times. It also has unique features like flickr and twitter integration.

Revver - The first video sharing site that provides users with the possibility to earn revenue from the videos they upload.

Yahoo Video- Yahoo’s version of online video. Similar to Google Video.

Livevideo- Video sharing site that lets you create personal channels. Upload your own videos and share them with the world..

VMIX - Another video sharing website; All content is screened.

Grouper- Video sharing site with a big selection of content; enables you to create playlists and upload videos to MySpace.

Videosift- a Digg-like site which lets you submit, vote, and comment on videos.

Stage6 - A video site that uses the Divx player so you can upload High Definition video, This requires longer upload times, and you need DivX support (usually a browser plugin).

Tube Battle- vote for the best videos, organized by category.

Many of these sites are excellant venues for you to syndicate your videos. However, should a luxury video really be posted all over the web? Should luxury professionals really be marketing a high end property on a mass market website? Do discreet sellers really want their property plastered all over the internet? Of course not. Targeted marketing and distribution is paramont. Forget trying to be Atlas and forget trying to carry all your online marketing on your shoulders. There’s help out there…LuxuryProperty.com

Photo: Astramate