Selling a house is about selling the ” lifestyle”.
The traditional “room-by-room” virtual tour will not cut it anymore. Most real estate investors are using video marketing for their websites BUT it’s essentially “spoken word” room-by-room tours of the property.
Most real estate property videos are simply awful.
I have been teaching people at my “virtual real estate investing academy” to use video for years. In today’s market the challenge is no longer what cameras to buy, how to light the scene or how to use YouTube. The next big challenge in using video to sell properties is learning to tell a story.
It’s time to start telling the story of your “USP” or unique value propositions. That’s how commercials work on TV. In thirty seconds, you have to tell the viewer how she’ll be smarter, faster, thinner, sexier, richer or simply better for buying your product. You don’t pop the hood of the car commercial, but watch it zoom down the road. Technology commercials don’t mention how many ports on the television or buttons on the remote: they show stunning movies to a stunned family in their stunning home theater. Even Viagra commercials don’t show the product “in action” (ahem) but certainly convey the benefits of their product.
This method of selling houses has been missing in most videos until now. I know some of you have tried making videos using words like luxurious, spacious, charming. But come on.. these are bout as useless when spoken on the video as they are when written. Some of you went further with some crazy camera shots taken from pet level, running through doorways, going around in circles. But even if the video is shot sensibly, and the script is written well, the real killer in real estate videos has been the sole focus on the specifications of the property. As we wrote years ago, it’s like selling the Mona Lisa by pointing out her eyes, her nose, and her mouth.
Traditional video marketing must stop!
How to do it then? Watch this video. It’s the embodiment of the easiest but most effective marketing technique: Find a single, compelling and unique proposition about the house, and draw as much attention to it as possible. Sell the benefit, not the specifics. Sell the desire, not the square feet!
Check out one of the best most wonderful, creative and effective house marketing video I’ve ever seen. It has raised the bar for real estate marketers world wide. After you watch it, don’t be a boring real estate agent or investor ever again!