March 27, 2008 89 Comments

Social Media Starter Moves for Real Estate

houseDisclaimer right up front: I’m not in the real estate biz, so I’ll write this from the perspective of what I’ve observed and what might be useful. Some REAL real estate pro can come and fix this on their own blog, and it’d likely be better. Why would I ever let a simple thing like inexperience get in the way of sharing my opinion?

Show Me the House

The first and most obvious thing I think the real estate world can (and should) be doing is buying video cameras and shooting their own walkthroughs. You don’t have to be a pro. You DO have to know how not to make something look horrible, but that comes with trial and error.

Pick up a Video Camera

If you don’t already own a video camera, two ends of the spectrum that I’d recommend for realtors are:

Sanyo Xacti VPC-E1 for a nicer rig (around $400) , or the Flip Video Ultra Series Camcorder for around $160.

The Xacti is a higher end picture. The Flip is YouTube quality. Honestly, the Flip is the camera for the job, but some folks want the best, so it’s up to you. Me? I’d buy the Flip. (Personally, I use a digital camera’s movie setting to shoot most of my stuff).

Editing

Now, to actually do it, you have two options: learn how to edit things easily in iMovie (Mac) or Windows Media Maker (PC), or pay someone to edit what you shoot. Benefits of A are that you can do it when you need it and your time is all you pay. Benefits of B are that the editor will be good at what they do, will save you time, and will know what to do next. Drawback of B is that it costs and you have no control of when you get back your files, depending on how professional your person is.

Posting the Video

Last step to putting a video up is to find hosting for the video so that you can then embed it on your blog. YouTube makes sense for two reasons. One, it’s easy and most people can navigate it. Two, it becomes a second market for your homes if you’ve added captions at the end that show how to contact you.

If you want a different look and feel from YouTube, you can try Blip.tv, Brightcove, Vimeo and a gazillion other companies who host video and have a nifty player.

I could probably write a series on just how to add video to your world, but I’m in the middle of another series, so let’s leave it there for now. If you want helping DOING any of this, let me know and I’ll point you to the right resources.

Ways Your Blog Will Help

First, blogging about certain properties you’re hoping to move will give you an obvious potential return, but that might be limited. Instead, think of what buyers and sellers might need to know, and what they might need to know about you. You’re likely going to weigh this information heavily on the sell side, and that’s okay, so make your website a great place to learn about things like “curb appeal” and how to declutter a home for better show-ability. Give people ideas that have added thousands back to the sale price of your clients’ homes.

Testimonials

People are so itchy about asking for testimonials. Don’t be. Ask. Ask your clients with whom you’ve had a great business experience to comment. Want to get really edgy? Be willing to post someone’s negative comments about your business with them, and don’t be defensive. Instead, just thank them.

The Secret Sauce

As a media maker, you can do things that will add to one’s impressions of a potential new home. You can shoot video of the general neighborhood, add Flickr photos of some selling points of the town, record audio reports of people’s general feelings of the town. Can you imagine the impact that might make? You could potentially take a “normal looking” house and demonstrate the value of the home’s setting through media.

Will everyone care? No. WIll you have a chance to reach more folks? I’m betting yes.

What’s your take?

—

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  • http://shlang.com/ Stanislav Shalunov

    That’s one approach and it might make you stand out.

    Yet, something to consider –

    Home videos all look horrible. Bad light, poor angles, and no editing. This can be fine and charming for grandkids dancing, but not when used as a sales tool.

    Hiring a professional photographer is not expensive and will make anything look much more attractive.

    Or you can learn to replace all the lightbulbs, use superwide angle, get lower and higher, etc., etc., all by yourself. But why, other than fun?

  • http://shlang.com/ Stanislav Shalunov

    That’s one approach and it might make you stand out.

    Yet, something to consider –

    Home videos all look horrible. Bad light, poor angles, and no editing. This can be fine and charming for grandkids dancing, but not when used as a sales tool.

    Hiring a professional photographer is not expensive and will make anything look much more attractive.

    Or you can learn to replace all the lightbulbs, use superwide angle, get lower and higher, etc., etc., all by yourself. But why, other than fun?

  • http://chrisbrogan.com chrisbrogan

    Great point, Stanislav. It’s not a real estate agent’s core competency. And yet, if one were even reasonably good at it, would it sell a house? Maybe. What do I know? : )

  • http://chrisbrogan.com chrisbrogan

    Great point, Stanislav. It’s not a real estate agent’s core competency. And yet, if one were even reasonably good at it, would it sell a house? Maybe. What do I know? : )

  • http://www.endlesswormhole.com James Clark

    Chris, could not agree more about the use of video for real estate.

    One thing I would add to the “Ways Your Blog Will Help” section is to become the go to expert on a neighborhood.

    For instance, in Boulder where I live, there are neighborhoods that are hot and desired. If I was in real estate I would be all over the local angles. Get micro about it.

    Be active in posting information about planning board meetings that affect your neighborhood, find out what that new school expansions is about, talk about the application for review a property has up, follow new developments (both residential and retail), blog about the restaurants, new parks and playgrounds, trails, community events, etc.

    If you could be the “go to” resource for a particular neighborhood, you might find yourself with more business than you can handle.

    Okay, so I gave that speech to my sister-in-law who is in real estate. We’ll see if she does it.

  • http://www.endlesswormhole.com James Clark

    Chris, could not agree more about the use of video for real estate.

    One thing I would add to the “Ways Your Blog Will Help” section is to become the go to expert on a neighborhood.

    For instance, in Boulder where I live, there are neighborhoods that are hot and desired. If I was in real estate I would be all over the local angles. Get micro about it.

    Be active in posting information about planning board meetings that affect your neighborhood, find out what that new school expansions is about, talk about the application for review a property has up, follow new developments (both residential and retail), blog about the restaurants, new parks and playgrounds, trails, community events, etc.

    If you could be the “go to” resource for a particular neighborhood, you might find yourself with more business than you can handle.

    Okay, so I gave that speech to my sister-in-law who is in real estate. We’ll see if she does it.

  • http://mattsearles.com Matt Searles

    Hey Chris

    I shot a video for my mom once.. who was working for twentyth century realistate. I guess it was somewhat a part of the way they do business… Production values didn’t seem to matter, and they didn’t even want me to edit it. It was a little strange.

    My sense is that doing it yourself can take you a long way. In fact I’ve meet some guys who are doing what your saying Chris.. and there doing very well as a result. The better production values the better, of course, but we are talking about videos inside a kind of a social media ecology, and that does change certain thing.. including making it kind of more ok.

    Another thing worth thinking about might be Quicktime VRs.. There are these special cameras, or camera attachments you can use.. My recollection is there a little chunk of change, but not so much.. and they’ll produce a quicktime VR for you.. which essentially lets you sit in a middle of a room and look around.

    I’m more of a Mac guy then a PC guy, so I could be misled on this.. but my understanding was that windows media maker is rather terrible. So my understanding was something like Premier Elements might be a better way to go.

    On the subject of cameras, Id imagine you’d want to look at how well it deals with contrast and perhaps lower light levels, that you might not really be able to control when shooting houses.. my impression being that many a lower end camera can have trouble with this. I know my current camera has some.

  • http://mattsearles.com Matt Searles

    Hey Chris

    I shot a video for my mom once.. who was working for twentyth century realistate. I guess it was somewhat a part of the way they do business… Production values didn’t seem to matter, and they didn’t even want me to edit it. It was a little strange.

    My sense is that doing it yourself can take you a long way. In fact I’ve meet some guys who are doing what your saying Chris.. and there doing very well as a result. The better production values the better, of course, but we are talking about videos inside a kind of a social media ecology, and that does change certain thing.. including making it kind of more ok.

    Another thing worth thinking about might be Quicktime VRs.. There are these special cameras, or camera attachments you can use.. My recollection is there a little chunk of change, but not so much.. and they’ll produce a quicktime VR for you.. which essentially lets you sit in a middle of a room and look around.

    I’m more of a Mac guy then a PC guy, so I could be misled on this.. but my understanding was that windows media maker is rather terrible. So my understanding was something like Premier Elements might be a better way to go.

    On the subject of cameras, Id imagine you’d want to look at how well it deals with contrast and perhaps lower light levels, that you might not really be able to control when shooting houses.. my impression being that many a lower end camera can have trouble with this. I know my current camera has some.

  • http://bloghomedenver.com Bob Schenkenberger

    Great posting. I am in the real estate business and believe you are spot on with everything you said. I have totally transformed my marketing efforts to take advantage of the 2.0 opportunities.

    I appreciate your views on how to incorporate value into my business proposition to clients. It is always helpful to have an “outsider’s” perspective as most agents, including myself, tend to hold on tight to the old ways!

    Thanks again!

  • http://bloghomedenver.com Bob Schenkenberger

    Great posting. I am in the real estate business and believe you are spot on with everything you said. I have totally transformed my marketing efforts to take advantage of the 2.0 opportunities.

    I appreciate your views on how to incorporate value into my business proposition to clients. It is always helpful to have an “outsider’s” perspective as most agents, including myself, tend to hold on tight to the old ways!

    Thanks again!

  • http://remarcom.typepad.com/remarkable_communication Sonia Simone

    I’m working with a friend who’s a RE agent, I am encouraging her to start a blog. RE is all about personalities–yeah, you have to know a ton to be really good at it, but you also have to be a person people trust and are willing to involve in this very major point in their lives.

    She’s really an oddball–99% of people wouldn’t choose to work with her (and she would not choose to work with them), but I think a blog is an intriguing way for her to find more of her 1%, and for people who might like to work with her to get to know her better.

    We shall see, I think it could be a really interesting way for her to expand her connections.

  • http://remarcom.typepad.com/remarkable_communication Sonia Simone

    I’m working with a friend who’s a RE agent, I am encouraging her to start a blog. RE is all about personalities–yeah, you have to know a ton to be really good at it, but you also have to be a person people trust and are willing to involve in this very major point in their lives.

    She’s really an oddball–99% of people wouldn’t choose to work with her (and she would not choose to work with them), but I think a blog is an intriguing way for her to find more of her 1%, and for people who might like to work with her to get to know her better.

    We shall see, I think it could be a really interesting way for her to expand her connections.

  • http://www.BlackWidowNetwork.com Kevin Skarritt

    ALL great input. I think there’s a tremendous hurdle in education that needs to be overcome within the industry (a la the first comment to this post), but the truly successful professionals will be the ones who overcome their fear and adopt video, social networking, blogging and the myriad other online social media technologies.

    Let’s take your great advice and pump it up by applying the concepts to your profile and other online activities INSIDE of a social network designed exclusively for real estate pros. There are a couple that have launched recently but the one at BlackWidowNetwork.com has the cleanest interface and was designed by industry insiders.

    Thanks for the “opinion” Chris!!

  • http://www.BlackWidowNetwork.com Kevin Skarritt

    ALL great input. I think there’s a tremendous hurdle in education that needs to be overcome within the industry (a la the first comment to this post), but the truly successful professionals will be the ones who overcome their fear and adopt video, social networking, blogging and the myriad other online social media technologies.

    Let’s take your great advice and pump it up by applying the concepts to your profile and other online activities INSIDE of a social network designed exclusively for real estate pros. There are a couple that have launched recently but the one at BlackWidowNetwork.com has the cleanest interface and was designed by industry insiders.

    Thanks for the “opinion” Chris!!

  • http://www.dazcox.com Daz Cox

    100% agree, people are far more comfortable with a virtual tour than a real one in the beginning stages of looking for a home…

  • http://www.dazcox.com Daz Cox

    100% agree, people are far more comfortable with a virtual tour than a real one in the beginning stages of looking for a home…

  • http://thebrandbarry.com Barry Reicherter

    My wife’s a realtor and I’ve been playing around with this stuff some. You might consider these approaches:

    - help buildout content in Facebook’s Neighborhoods app for the area you service
    - help out your realtor peers by featuring their listings on your blog (with permission)
    - on your frequent tours of listings, twitter your immediate reactions (e.g. “excellent use of track lighting at 999 Harbor Lane open house”)
    - get a camera phone and send real time pics of houses off to your flickr account, then catch up later, assemble into sets and create a blog post around them

  • http://thebrandbarry.com Barry Reicherter

    My wife’s a realtor and I’ve been playing around with this stuff some. You might consider these approaches:

    - help buildout content in Facebook’s Neighborhoods app for the area you service
    - help out your realtor peers by featuring their listings on your blog (with permission)
    - on your frequent tours of listings, twitter your immediate reactions (e.g. “excellent use of track lighting at 999 Harbor Lane open house”)
    - get a camera phone and send real time pics of houses off to your flickr account, then catch up later, assemble into sets and create a blog post around them

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  • Susan McCall

    Laura sent me this article of yours and while the article looks good and even with technology helping, there still isn’t anything better out there than a potential buyer personally walking through a space. I say space because I am a commercial real estate professional, not a residential realtor and so the whole house thing that this article is based upon doesn’t apply. Perhaps the technology is a great tool for my business clients but then the focus is more on location, other businesses in the area and how well they are doing, and of course will the space fit the company that would occupy. Or does it meet other investment criteria. I personally take photos and directly email that information to my clients if they are no walking through the space with me.

    Susan McCall
    RE/MAX Alliance Group
    COMMERCIAL
    480-452-6731

  • Susan McCall

    Laura sent me this article of yours and while the article looks good and even with technology helping, there still isn’t anything better out there than a potential buyer personally walking through a space. I say space because I am a commercial real estate professional, not a residential realtor and so the whole house thing that this article is based upon doesn’t apply. Perhaps the technology is a great tool for my business clients but then the focus is more on location, other businesses in the area and how well they are doing, and of course will the space fit the company that would occupy. Or does it meet other investment criteria. I personally take photos and directly email that information to my clients if they are no walking through the space with me.

    Susan McCall
    RE/MAX Alliance Group
    COMMERCIAL
    480-452-6731

  • http://www.TheDataDigger.com Lara, The Data Digger

    I think commenter, Susan McCall, raises an interesting point. Does a video tour help a potential buyer narrow down their selection of home/space? I would think that would be a time saver for a Realtor.

    Does a video tour encourage potential buyers to personally tour a home/space? Then interactive video would be a great marketing tool. Video hot spot technology, similar to http://www.overlay.tv/, could aide in home/space sale.

  • http://www.TheDataDigger.com Lara, The Data Digger

    I think commenter, Susan McCall, raises an interesting point. Does a video tour help a potential buyer narrow down their selection of home/space? I would think that would be a time saver for a Realtor.

    Does a video tour encourage potential buyers to personally tour a home/space? Then interactive video would be a great marketing tool. Video hot spot technology, similar to http://www.overlay.tv/, could aide in home/space sale.

  • http://thebrandbarry.com Barry Reicherter

    The overlay.tv thing looks cool if they could only skip the cute effects in favor of some more functional overlays. Imagine showing a nice bathroom and overlaying information about the new tankless water heater that powers it.

    Video seems like it can be swinging for the fences — home run or strike out with viewers. From my limited research there are services selling video tours to realtors for as much as $500 a pop. Seems like a lot of fat can be trimmed from that.

  • http://thebrandbarry.com Barry Reicherter

    The overlay.tv thing looks cool if they could only skip the cute effects in favor of some more functional overlays. Imagine showing a nice bathroom and overlaying information about the new tankless water heater that powers it.

    Video seems like it can be swinging for the fences — home run or strike out with viewers. From my limited research there are services selling video tours to realtors for as much as $500 a pop. Seems like a lot of fat can be trimmed from that.

  • http://www.30Jefferson.com Mike Lefebvre

    Great post Chris. I’m a local (MA) real estate guy, relatively new to real estate sales and new to incorporating video into my marketing. My company, Century 21, is trying to sow ow 2.0 they are and jumping into video with their latest national YouTube contest (www.youtube.com/century21).

    Your (daily) vote is appreciated. Finalists are chosen American Idol style by the popular vote.

    I also incorporated video into my dedicated websites for my listings (www.30jefferson.com). I totally agree with you about the potential impact video can have and I’m psyched to get a little better each time I do this. PS- LOVE my Flip!

  • http://www.30Jefferson.com Mike Lefebvre

    Great post Chris. I’m a local (MA) real estate guy, relatively new to real estate sales and new to incorporating video into my marketing. My company, Century 21, is trying to sow ow 2.0 they are and jumping into video with their latest national YouTube contest (www.youtube.com/century21).

    Your (daily) vote is appreciated. Finalists are chosen American Idol style by the popular vote.

    I also incorporated video into my dedicated websites for my listings (www.30jefferson.com). I totally agree with you about the potential impact video can have and I’m psyched to get a little better each time I do this. PS- LOVE my Flip!

  • http://chrisbrogan.com chrisbrogan

    Glad to see some “real” real estate professionals show up and vet some of this.

    Susan’s right that nothing beats being there in person, but if I’m evaluating something like a cross-country move, if you make it easier for me to know what’s out there visually, I’ll be more likely to follow up. If you leave me in the dark, telling me I have to see it in person, I’m going to go with what’s easiest to see first.

  • http://chrisbrogan.com chrisbrogan

    Glad to see some “real” real estate professionals show up and vet some of this.

    Susan’s right that nothing beats being there in person, but if I’m evaluating something like a cross-country move, if you make it easier for me to know what’s out there visually, I’ll be more likely to follow up. If you leave me in the dark, telling me I have to see it in person, I’m going to go with what’s easiest to see first.

  • Danielle McArthur

    Chris,

    I think you have something there about the cross-country move. From what I have seen, one of the key audiences for a regular blog are folks who are looking to move.

    About every three months I decide I have had it and that my life would be so much better in xyz city, so I look around for a good site with neighborhood info. Once I have the neighborhood feel, I start looking at what property is doing in that area.

    Admittedly, I haven’t made the move yet, but when I do, I will have picked a neighborhood and a realtor long before I start packing.

    -Danielle

  • Danielle McArthur

    Chris,

    I think you have something there about the cross-country move. From what I have seen, one of the key audiences for a regular blog are folks who are looking to move.

    About every three months I decide I have had it and that my life would be so much better in xyz city, so I look around for a good site with neighborhood info. Once I have the neighborhood feel, I start looking at what property is doing in that area.

    Admittedly, I haven’t made the move yet, but when I do, I will have picked a neighborhood and a realtor long before I start packing.

    -Danielle

  • http://www.conversationalmediamarketing.com Paul Chaney

    I spent a couple of years in the real estate tech world, wrote a book about real estate blogging and met a lot of the RE.net movers and shakers. As such, let me recommend a couple of resources, neither of which have anything to do with me.

    Active Rain (www.activerain.com) is the preeminent real estate blog network where Realtors can learn anything and everything about RE.net, including how to use video and how to blog.

    Also, a great resource is http://www.realestateshows.com which turns photos into video with music, motion and text.

    Let me wrap up by saying there is a lot going on in real estate so far as the use of Internet technology and I appreciate your touching on it here.

  • http://www.conversationalmediamarketing.com Paul Chaney

    I spent a couple of years in the real estate tech world, wrote a book about real estate blogging and met a lot of the RE.net movers and shakers. As such, let me recommend a couple of resources, neither of which have anything to do with me.

    Active Rain (www.activerain.com) is the preeminent real estate blog network where Realtors can learn anything and everything about RE.net, including how to use video and how to blog.

    Also, a great resource is http://www.realestateshows.com which turns photos into video with music, motion and text.

    Let me wrap up by saying there is a lot going on in real estate so far as the use of Internet technology and I appreciate your touching on it here.

  • http://www.realdiablog.typepad.com Danilo Bogdanovic

    Chris,

    It’s good to hear from someone who’s not a Realtor because it helps us (Realtors) understand what consumers are looking for these days. Thank you.

    Yes, our core competency is not as a photographer or videographer. But with so many listings having only one picture of the front of the house and no virtual tour, even an amateur video of the house is better than nothing.

    Also, the video of the property helps us as Realtors remember the house for future reference should a client ask about it.

    Great post!

  • http://www.realdiablog.typepad.com Danilo Bogdanovic

    Chris,

    It’s good to hear from someone who’s not a Realtor because it helps us (Realtors) understand what consumers are looking for these days. Thank you.

    Yes, our core competency is not as a photographer or videographer. But with so many listings having only one picture of the front of the house and no virtual tour, even an amateur video of the house is better than nothing.

    Also, the video of the property helps us as Realtors remember the house for future reference should a client ask about it.

    Great post!

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  • http://www.passitonplates.com Pam Hawk

    Brilliant. But why stop at houses?
    Why not entice customers to come in the door and try out:
    -wedding gowns
    -lodging
    -events (use video tours, video interviews, and video testimonials from last years’ event)
    -cars
    -childcare centers

    The video will come across as more sincere and personable if it’s not a high-end studio production, and will capture a tire-kicking customer base that has already decided to buy.

  • http://www.passitonplates.com Pam Hawk

    Brilliant. But why stop at houses?
    Why not entice customers to come in the door and try out:
    -wedding gowns
    -lodging
    -events (use video tours, video interviews, and video testimonials from last years’ event)
    -cars
    -childcare centers

    The video will come across as more sincere and personable if it’s not a high-end studio production, and will capture a tire-kicking customer base that has already decided to buy.

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  • http://www.DenversRealEstateNews.com Bob Maiocco

    Thanks for the pointers. I’m developing a blog for Denver real estate and I think It’s coming along pretty well. I have come up with a lot more ideas than I have found time to write them out! I did create a very simple neighhborhood video and was im pressed with how easy it rose to the top of searches for “Luxury homes in the mountains of Golden” anyway. Thnaks for the info!

  • http://www.DenversRealEstateNews.com Bob Maiocco

    Thanks for the pointers. I’m developing a blog for Denver real estate and I think It’s coming along pretty well. I have come up with a lot more ideas than I have found time to write them out! I did create a very simple neighhborhood video and was im pressed with how easy it rose to the top of searches for “Luxury homes in the mountains of Golden” anyway. Thnaks for the info!

  • http://ww.lakepowellrealty.net Heather Rankin

    I’m a blogging, tweeting, facebooked, activeraining Realtor just fixing to jump in to video. We are a small market here at Lake Powell and I have to agree with Pam on the high-end sale pitch aspect. One local Realtor just paid to have a few videos done of her model homes, complete with classical music in the background. My site is not associated with hers but most of the folks calling me have said my site is more “down to earth” and i am more “approachable”. The days of slick may be leaving. Cheers!

  • http://ww.lakepowellrealty.net Heather Rankin

    I’m a blogging, tweeting, facebooked, activeraining Realtor just fixing to jump in to video. We are a small market here at Lake Powell and I have to agree with Pam on the high-end sale pitch aspect. One local Realtor just paid to have a few videos done of her model homes, complete with classical music in the background. My site is not associated with hers but most of the folks calling me have said my site is more “down to earth” and i am more “approachable”. The days of slick may be leaving. Cheers!

  • http://www.newportism.com Carol Lee

    Thx, Chris! Fun to see what you might like. Loved your ideas and plan to try them. Will keep you posted re: reaction here in Newport… Carol

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