| While almost everyone uses online video, | | | | podcast and promotional content. As real |
| many marketing professionals have left this | | | | estate video has evolved, successful |
| resource untapped in favor of more | | | | producers have learned to avoid things like |
| traditional, time consuming methods. For | | | | static shots that simply pan from side to |
| tech-savvy Realtors it can be a huge | | | | side or zoom in (a photo is more practical |
| opportunity to advertise home listings and | | | | for this because it provides higher |
| services prominently where other marketers | | | | resolution and allows the view to focus on |
| have been unsuccessful. With so little | | | | the area of interest), cheesy background |
| competition for a huge viewing audience, | | | | music, and vague, overly emotional language. |
| Realtors who do produce videos can quickly | | | | Realtors need to keep in mind that people |
| generate attention, and rank highly in search | | | | watch videos for entertainment as well as |
| engines for keywords in their market. | | | | information, and produce accordingly. |
| | | | |
| Online real estate video can generally be | | | | Video's popularity has not gone unnoticed by |
| separated into two categories: podcast | | | | software developers and search engines. |
| content, and promotional content. These | | | | Google's high-priced acquisition of YouTube |
| categories typically attract different | | | | was a clear indication of this, and a green |
| audiences, and can play off one another to | | | | light for the future of online video, |
| produce a well-rounded video marketing | | | | prompting huge demand for video-related |
| campaign. | | | | tools, services and hosting sites. Some of |
| | | | the more interesting developments in this |
| Podcast content should cover subjects that | | | | area include video search engines that can |
| can regularly updated for viewers who want to | | | | parse dialogue and imagery, real estate video |
| stay current on their market. Such material | | | | production companies and tools, and |
| might include new home listings, market | | | | marketplaces which bring real estate agents |
| trend reports, neighborhood reports, and | | | | and video producers together. Video mashups |
| mobile phone-ready home tours. Podcast videos | | | | with other tools have also opened up new |
| are usually more dialogue-oriented and longer | | | | avenues for real estate buyers and sellers - |
| than promotional videos. | | | | one popular example is an application that |
| | | | combines home video tours and online mapping, |
| Promotional content is the more common form | | | | allowing home tours to be searched on the |
| of real estate video production, and | | | | map - but again, competition among Realtors |
| typically includes company descriptions, | | | | is low here. |
| website introductions, and traditional home | | | | |
| tours. These videos are generally shorter in | | | | Coming up with an effective real estate video |
| running time, but more visual and eye | | | | campaign may be a little harder than simply |
| catching than podcasts. | | | | creating another webpage, but it's worth |
| | | | every effort. |
| Quality control can go a long way in both | | | | |