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VIDEO
How UsingVideo Will EnhanceYour Real Estate Business and Online Reach
Danielle Boutin, Director of EmergingTechnology and Communications
Realtors® Association of the Palm Beaches
dboutin@rapb.com
WhyVideo?
• Online video will account for 80 percent of the world’s internet traffic by 2019 (Cisco)
• 96% of consumers find videos helpful when making purchase decisions online (Animto)
• 52% of consumers say that watching videos makes them more confident in purchase
decisions. (Invodo)
• 76% of marketers plan to add video to their sites, making it a higher priority than
Facebook,Twitter and blog integration. (Social Media Examiner)
• Online longevity
• Help people solve a problem = become trusted expert
• Branding
• Search EngineOptimization (SEO)
WhyVideo?
Video SEO
New Leads
Increased traffic
to website
• YouTube (always)
• Facebook for sharing videos – share direct video
files
• Share to additional social media
platforms
Decide on a platform(s)
YoutTube.com
• To create an account, you must have a Google account. If you have an existing
Gmail account, then you have a Google account already set up. If not, visit
Google.com to create an account. Click ‘Sign In’ and Add New Account
• Go toYouTube.com and click on the 'Sign In' button on the top right hand side.
Log in, here, and then just follow the prompts to set up your account.
Decide on a Platform(s)
For added SEO:
Add videos to a Blog and
use same tactics for
tagging
• Blogger (owned by
Google)
• Wordpress
• Website
Facebook
• New - Live video
• Access from Facebook or Facebook Pages mobile
Facebook
Post your video files on Facebook
Equipment
• What do you need?
• Lavalier mic (film outside)0.
• Rode smartLav+ $79
• iShot Pro $55.95
• Camera
• iPhone
• Android
• Hand-held
• DSLR
• Tripod
• Joby GripTight $18.30
• Joby GorillaPod $39.95
• Bower Heavy-Duty series $22.34
Show Up on Google…Title, Description &Tags
• Title: Fits 100 characters,
truncated at 66 characters,
meaning your most important
information should be close to
the front.
Show Up on Google…Title, Description &Tags
• If a listing…put property address and beds/baths in video title
• If a community tour…put community name and city in video title
• If answering a question…put question in video title plus compelling language to
encourage a click: “how-to,” “advice,” “tips,” or numbered lists can help. For
example: “Top 10 list for sellers preparing to move”
• If a restaurant review….put restaurant name and ciy in video title
Show Up on Google…Title, Description &Tags
• Meta-Description: Fits 5,000
characters, truncated at 166
characters. Include website &
contact information in this
truncated text, i.e. Name,
Company name, email, phone.
Remember to include the http:// or
it won’t be clickable.
• Use the description to write out as
much text as possible – Google
cannot listen to your video –
Approx. 200 words or more
Show Up on Google…Title, Description &Tags
• Tags: Fits 120 characters.
• Keywords that you want to be found for
• Use double quotes (“) to surround phrases
so your video is an exact match for a long
tail keyword phrase. For example: instead
of tagging your video as “real” and
“estate,” tag it as “real estate.”Think like
a user and always add tags in order of
importance.
User Experience
• Interaction will increase SEO
• You can ramp up both of these user experience signals by asking.
• At the end of your video, give people a strong call to action that
encourages them to subscribe
• Sharing on social media will increase views on videos
Video Editing
• YouTube Editor https://www.youtube.com/editor
• Combine multiple videos and images you've uploaded to
create a new video.
• Trim your clips to custom lengths.
• Add music to your video from a library of approved
tracks.
• Customize clips with special tools and effects.
What to Film?
• Local info: summary of city, new restaurant opening, restaurant reviews, top 10
local happy hour spots, best local hamburger, neighborhood/community
summaries, best local parks
• Introduction video about yourself and/or your company: what makes you unique,
how you market your clients listings, what you or your team can offer
• Make hyper-local videos. Create a short community based video that highlights
the benefits of living in the city or town. Highlight the history, amenities, and
reasons why someone would want to live there.
• Check out Rob Brooks
• 15% of his total sales
in 2014 were from
videos
• Doesn’t have to be
expensive…in fact the
more genuine it is the
more people will trust you
• Mom & Pop Locations are
best to interview
• Neighborhood videos
position him as the expert
• Victor Quiroz (Berkshire
Hathaway HomeServices
California Properties)
https://www.youtube.com
/user/vaquiroz
Answer Seller/Buyer ?’s
• What should buyers be looking for during an
inspection?
• Top 10 list for sellers preparing to sell
• Top 10 list for sellers preparing to move
• Mistakes people make when selling or buying
• Rent vs. Buy
• What's a Realtor?
• What is Escrow?
• What are closing costs?Who pays them?
• How do you help your clients get their home
ready for sale?
• The pitfalls of pricing too high.
• Find questions onTrulia/Zillow/realtor.com
and blog.
• New Construction vs. Resale
• Final Walk through check-list
• What to expect during the sale process
More video ideas can be found at:
http://www.inman.com/next/over-300-real-estate-
blogging-and-video-ideas-to-last-the-rest-of-your-
career
Real EstateVideos
• Helps consumers get a better feel for the home
• Open windows and allow natural light in
• Use a tripod for stability – no one likes a shaky video
• Don’t pan too quickly – slowly pan the room to reveal the space
• Make your video 4 minutes or less
Do’s and Don’ts
• DO use a lavalier microphone if outside
• DO smile!
• DO think about your backdrop - prepare your sellers or your home/office
• DO think about your attire
• DON’t
• “find an agent” searches onYouTube are increasing 44% year-over-year.
Rob Brooks, Great Southern Cafe
MirasolWay, Delray Beach
We are Becker Properties, San Antonio,TX
Judy Chan, San Marino, CA
Video Marketing for Real Estate

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Video Marketing for Real Estate

  • 1. VIDEO How UsingVideo Will EnhanceYour Real Estate Business and Online Reach Danielle Boutin, Director of EmergingTechnology and Communications Realtors® Association of the Palm Beaches dboutin@rapb.com
  • 2. WhyVideo? • Online video will account for 80 percent of the world’s internet traffic by 2019 (Cisco) • 96% of consumers find videos helpful when making purchase decisions online (Animto) • 52% of consumers say that watching videos makes them more confident in purchase decisions. (Invodo) • 76% of marketers plan to add video to their sites, making it a higher priority than Facebook,Twitter and blog integration. (Social Media Examiner) • Online longevity • Help people solve a problem = become trusted expert • Branding • Search EngineOptimization (SEO)
  • 4. • YouTube (always) • Facebook for sharing videos – share direct video files • Share to additional social media platforms Decide on a platform(s)
  • 5. YoutTube.com • To create an account, you must have a Google account. If you have an existing Gmail account, then you have a Google account already set up. If not, visit Google.com to create an account. Click ‘Sign In’ and Add New Account • Go toYouTube.com and click on the 'Sign In' button on the top right hand side. Log in, here, and then just follow the prompts to set up your account.
  • 6. Decide on a Platform(s) For added SEO: Add videos to a Blog and use same tactics for tagging • Blogger (owned by Google) • Wordpress • Website
  • 7. Facebook • New - Live video • Access from Facebook or Facebook Pages mobile
  • 8. Facebook Post your video files on Facebook
  • 9. Equipment • What do you need? • Lavalier mic (film outside)0. • Rode smartLav+ $79 • iShot Pro $55.95 • Camera • iPhone • Android • Hand-held • DSLR • Tripod • Joby GripTight $18.30 • Joby GorillaPod $39.95 • Bower Heavy-Duty series $22.34
  • 10. Show Up on Google…Title, Description &Tags • Title: Fits 100 characters, truncated at 66 characters, meaning your most important information should be close to the front.
  • 11. Show Up on Google…Title, Description &Tags • If a listing…put property address and beds/baths in video title • If a community tour…put community name and city in video title • If answering a question…put question in video title plus compelling language to encourage a click: “how-to,” “advice,” “tips,” or numbered lists can help. For example: “Top 10 list for sellers preparing to move” • If a restaurant review….put restaurant name and ciy in video title
  • 12. Show Up on Google…Title, Description &Tags • Meta-Description: Fits 5,000 characters, truncated at 166 characters. Include website & contact information in this truncated text, i.e. Name, Company name, email, phone. Remember to include the http:// or it won’t be clickable. • Use the description to write out as much text as possible – Google cannot listen to your video – Approx. 200 words or more
  • 13. Show Up on Google…Title, Description &Tags • Tags: Fits 120 characters. • Keywords that you want to be found for • Use double quotes (“) to surround phrases so your video is an exact match for a long tail keyword phrase. For example: instead of tagging your video as “real” and “estate,” tag it as “real estate.”Think like a user and always add tags in order of importance.
  • 14. User Experience • Interaction will increase SEO • You can ramp up both of these user experience signals by asking. • At the end of your video, give people a strong call to action that encourages them to subscribe • Sharing on social media will increase views on videos
  • 15. Video Editing • YouTube Editor https://www.youtube.com/editor • Combine multiple videos and images you've uploaded to create a new video. • Trim your clips to custom lengths. • Add music to your video from a library of approved tracks. • Customize clips with special tools and effects.
  • 16. What to Film? • Local info: summary of city, new restaurant opening, restaurant reviews, top 10 local happy hour spots, best local hamburger, neighborhood/community summaries, best local parks • Introduction video about yourself and/or your company: what makes you unique, how you market your clients listings, what you or your team can offer • Make hyper-local videos. Create a short community based video that highlights the benefits of living in the city or town. Highlight the history, amenities, and reasons why someone would want to live there.
  • 17. • Check out Rob Brooks • 15% of his total sales in 2014 were from videos • Doesn’t have to be expensive…in fact the more genuine it is the more people will trust you • Mom & Pop Locations are best to interview • Neighborhood videos position him as the expert
  • 18. • Victor Quiroz (Berkshire Hathaway HomeServices California Properties) https://www.youtube.com /user/vaquiroz
  • 19. Answer Seller/Buyer ?’s • What should buyers be looking for during an inspection? • Top 10 list for sellers preparing to sell • Top 10 list for sellers preparing to move • Mistakes people make when selling or buying • Rent vs. Buy • What's a Realtor? • What is Escrow? • What are closing costs?Who pays them? • How do you help your clients get their home ready for sale? • The pitfalls of pricing too high. • Find questions onTrulia/Zillow/realtor.com and blog. • New Construction vs. Resale • Final Walk through check-list • What to expect during the sale process More video ideas can be found at: http://www.inman.com/next/over-300-real-estate- blogging-and-video-ideas-to-last-the-rest-of-your- career
  • 20. Real EstateVideos • Helps consumers get a better feel for the home • Open windows and allow natural light in • Use a tripod for stability – no one likes a shaky video • Don’t pan too quickly – slowly pan the room to reveal the space • Make your video 4 minutes or less
  • 21. Do’s and Don’ts • DO use a lavalier microphone if outside • DO smile! • DO think about your backdrop - prepare your sellers or your home/office • DO think about your attire • DON’t • “find an agent” searches onYouTube are increasing 44% year-over-year.
  • 22. Rob Brooks, Great Southern Cafe
  • 24. We are Becker Properties, San Antonio,TX
  • 25. Judy Chan, San Marino, CA