Data-driven strategies keep a potential buyer on your offer.
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When we started producing real estate videos in 2012, the data showed us that people would love to sit through a 3 to 4 minute real estate video. The concept of a video tour was new and prospective buyers and curious neighbors apparently had a more robust attention span at the time.
That is no longer the case.
We have now produced over 1500 real estate videos. Now we can look at the current data and get a very clear picture of how long people are sitting through these videos today. We took a look at the analyzes on our YouTube channel See Your House Now. The average display time of our real estate videos is now one minute and forty-two seconds, a slight decrease compared to the previous year.
Why is that important? Well, it tells us three very important things.
Don't save the best for last
You don't want to waste those meaningful minutes and forty-two seconds drawing their attention to something that isn't attractive or meaningful. If the back yard is a major feature, show it off within the first fifteen seconds and don't leave it until the end. In many cases, you'll want to follow the natural flow of a house, starting with the front, then the inside, before going outside. However, often a back yard is more attractive than the front one. We recently shot a 6,000 square foot house by a pond. The front of the house had several large trees and was difficult to see. The back, however, was a show stopper with a large pond and a walk-in basement. When it comes to marketing a property like this, it's the pond and the grandeur of the back yard that draw a potential buyer's attention, so we showed it first.
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Start with attention grabbers
If you are using a voice over or appearing on camera, Immediately take down the three main characteristics of the property to grab the attention of others. For example, you could start the video with the words, "Near trails, schools, and full of upgrades inside." I'm a huge fan of starting from the top with three main functions. Since viewing habits indicate a lower attention span, it's important to make the most of the time you have to attract your potential buyer. Think of someone scrolling through Instagram. If every tour they come across on their feed is music and wide drone footage, they'll likely keep scrolling. Saying three key features at once will stop your ideal buyer from scrolling to the next post.
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Promote your personal brand
Whether or not you choose to appear on camera, a video tour is a great way to promote your brand. Since time is precious, make sure your name and contact information is instantly visible before people click on it. I suggest an animated lower third with a photo, contact information, and social handles. When suggesting this to your video provider, ask for an "animation graphics package". Unlike a billboard, bus banner, or print ad, your video tour will be seen as a video suggestion from YouTube for months and years. So make your brand known.
It's also a good idea to use your logo as a "bug". A bug is a tiny image that you see in the lower right corner of a video. They see them all the time on TV shows to remind you which network you are watching. The major TV networks are doing this to build brand awareness and loyalty so now you can do the same.
Think of your real estate video as a movie trailer. A movie trailer doesn't show the boring or insignificant parts of a movie, so don't show the powder rooms, unfinished areas, or the utility room. Instead, show the best that it has to offer and someone will buy a ticket to see the entire movie / house. The ticket is a phone call or email so you can show it through.
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