Ahh...video. The beautiful, emotional marketing vehicle that it is. We’ve written several articles on the effectiveness of high quality video, such as the immediate impact video has on real estate consumers, how it strengthens the marketing foundation for brokerages and how it helps your recruiting efforts.
However, we’ve never really shed light on what goes into the planning of a remarkable real estate video. You might think with the number of companies putting video at the forefront of their marketing programs, it doesn’t take much effort other than time and money to get a high quality video produced.
Not so much. Without proper upfront planning, a video shoot can go sideways pretty quick with lots of wasted time, money and unusable footage. Also, a poorly planned and hastily produced video can do more harm for you and your company’s image than good.
So to get some insight into how exactly you should prepare for an effective video shoot, we tapped Stephen Garner of HUB Media Company in Scottsdale, AZ to help us pull some tips together to put you in the best position to create a stunning cinematic masterpiece, one that will leave an indelible mark on your viewers. Case in point:
The more research and planning you do in advance of contacting a filmmaker, the smoother and more efficient the project will go. Before contacting a filmmaker, you should have the following nailed down:
1) Your Purpose - Don’t just create video because everyone else is doing it. You need to figure out why exactly you want to make this video. What purpose does it serve both your customers and your marketing goals.
2) Your Audience - Understand who you’re specifically targeting with the video and put yourself in their shoes. What information would they find most useful? The vibe and approach are significantly different for a millennial audience than it is for a baby boomer. Video for millennials is faster style edits, upbeat music and not usually longer than 3 seconds between shots. Baby boomer on the other hand is the exact opposite - slow and deliberate, slower style music, longer shots, 4 to 6 seconds depending on the market.
3) Your Subject Matter - For a property video, what are the most important amenities and features of the property? For a neighborhood tour, what are the most important attractions and local hotspots that make the neighborhood unique and a great place to live?
4) Your Budget - Pricing for professional video varies widely based on location. A video in NYC will most likely be much more expensive than in more rural parts of the country. But it won’t be inexpensive. There are ways to get make it more affordable, but at a minimum, plan to spend at least $500 per video. And quite frankly, that’s on the very low end. Keep in mind that filmmaking is a skill that takes years to hone, with expensive equipment. You’re not just paying for a video. You’re paying for experience and the use of expensive, quality gear.
5) Your Creative Requirements - Do you want aerial footage? If yes, does the production company have a commercial license (a 333 exemption) and are they a licensed pilot (currently required by the FAA)? Are the shots more documentary style or are they cinematic? Do you want to be featured on camera (hint: yes, you do!)? What company branding needs to be included?
We’ve provided a free Video Project Creative Brief download to help you get your ideas together into one cohesive document you can share when you meet with your filmmaker.
So, the key takeaways:
Reach more viewers with every video.
Find out more by contacting us now!