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