The implicit value of doing engaging videos is that they capture attention while staying online forever. What most people misunderstand is that Video marketing is not merely used to sell just a specific listing, but leverage you can use to build your branding. If a potential client ever seen you on video, versus an agent who's totally unfamiliar, who do think they will approach when the time is ripe for them to sell or buy a sell a house?
It takes many stages before someone engages your service, it starts from awareness. The quality of presentation will ultimately influence their consideration i.e static image vs engaging video, amateur vs professionally produced content. The quality is a reflection of your branding and professionalism
If YOU are not a BRAND, you are a COMMODITY!
You've seen other agents good results from video marketing, but what's stopping you? Of course, there are certain reasons why you have not started yet.
Will I look stupid? What if there are Negative comments? It's ok. The old saying applies, Practise makes Perfect. The first video is most difficult but it gets better with more practise.
A 2min listing video is approximately 300 words. Time needs to be invested for every single listing to do proper research and draft out a script before filming can take place. Not just any script with the facts, but an appealing one to make your listing stand out. The appeal of the video is only as good as the script.
2. Equipment Cost and Overheads
How much does it cost to get started? If you like to get started yourself, expect an outlay of at least $10,000. A good camera body, wide angle plus zoom lenses, camera gimbal, camera slider, video lights, wireless mics, computer for editing. And most important lastly, someone skilled to film you and edit the video after!
However, number 2 and 3 can easily be overcome by outsourcing the work at an affordable cost. Besides, as you're neither a Videographer or Copywriter, what is worth more? Your valuable time meeting more clients, closing more sales or money?
Let's say you've gotten past the above issues, and you've done up a video ready. There are still other considerations.
4. Digital Marketing Expertise and Cost
Where and how to post? Facebook Personal Page or Business Page? How about Instagram or Youtube? A budget has to be set aside to start running ads on social media(still relatively cheap), with the correct know-how to target the right audience effectively. For Real Estate, Average CTR of 0.99%, Average CPC of $1.81, 10.68% conversion rate, check out more statistics at Wordstream to have an idea of the performance you can expect on Facebook!
5. Poor Initial Response and Conversions
It takes time to build up a following, especially when first starting out. You might not get immediate results online and give up on video marketing too prematurely especially since face to face meetings seem to be getting better results. However, don't forget that your offline results can be attributed to brand recognition through your online video marketing efforts.
Insanity is doing the same thing over and over again, but expecting different results.
Albert Einstein once defined insanity as "Doing the same thing over and over again, but expecting different results.” In this New Year, if you want better results, embrace the new property video marketing trend. A great opportunity is here for you to get better longer-term results with Video Marketing!
In the blink of an eye, we are halfway through January of the New Year 2019, yet at the same time, counting down the last few days to send off the Year of the Dog. In this special moment in time where Old meets New, it is the perfect season for Spring Cleaning - what are some things to send off with the old year, and what will you welcome to ring in the new year?
Singapore has also announced 2019 as the Year Of Zero Waste, to start its journey towards better use of resources to save Planet Earth. So let us consider what are things we can throw out and bring in without generating more waste.
What Are Some Things To Throw Out With The Old Year?
1) Old Fears - Maybe the same little voice pops up year after year, telling you what makes you feel small and holds you back. It’s time to face off with the old fears, pick up a broom to sweep them away. Who know's? You may see yourself in new light after this!
2) Physical Clutter - Tidying expert Marie Kondo has taken the world by storm with her life-changing, decluttering advice - “Ask yourself if it sparks joy” . While it may not be necessary to throw out 3/4 of your wardrobe, going through this process of tidying your belongings and self-questioning, may well bring new inspirations to your life. At the least, it may help you find some things to sell on Carousell and earn yourself an ang-pow!
3) Old Sales Targets - In busy Singapore, sales targets and numbers often define people's lives and business. But going one step further to consider the real value of your business in helping people can bring you new joy beyond numbers.
2) New Eyes - Marcel Proust, a French writer in the 19th century, once said “The real voyage of discovery consists, not in seeking new landscapes, but in having new eyes.” In the new year, taking on new angles and fresh perspectives can be a way to refresh your observations and ways of thinking.
3) New Vocabulary - Do you find yourself often using the same words and talking about the same things? Perhaps it is time to think of a new way to say something? Or let Affinity Motions help you find new ways of presenting to your old clients or reach out to potential new clients through video.
We leave you with these good thoughts as we prepare to usher in the new Lunar New Year, and wish you a joyful and prosperous 2019 ahead!
The Number One Reason Why You Are Not Using Video
We're sure you have heard of its effectiveness and have already seen your peers, colleagues, and competitors doing it and reaping its benefits, but yet you are still hesitant about doing it. We feel you, FEAR is the number one obstacle to doing video and you have many concerns...
Show Customers Your True Value
So, don't limit yourself from using video! Show your true value to customers and start building real trusting connections with them via video marketing and you may see your digital marketing efforts skyrocket through the use of this very effective medium!
With the widespread use of drones or unmanned aerial vehicle in Singapore for recreational purposes, the use of drone for recreational photography and videography is no longer just a novelty but has become a much more common sight. However, although these footages may look impressive, as it gives you high angled birdseye view of the building facade and surroundings areas for your property listings that you cannot capture with standard equipment, its use have come under great scrutiny not just because of safety, but also privacy issues!
Especially for property agents who are thinking of using drone photography or videos to make their property services more appealing to their potential buyers or sellers, one must be aware of the Singapore rules and regulations regarding the use of drone. Better think twice before you start using a drone or commission someone to take take drone footages for you, as the laws are very clear on what is required before an approved flight can take place for such commercial purposes.
Drone For Commercial Use Regulations
Under Singapore laws, all non-recreational or research i.e commercial drone operators need a an Operator Permit is granted by CAAS to ensure safe operation of UA, taking into account the applicant’s organisational set-up, competency of the personnel especially those flying the UA, procedures to manage safety including the conduct of safety risk assessments, and the airworthiness of each of the aircraft. This operator permit is valid for up to one year, and must be renewed annually. An updated List of Unmanned Aircraft Operator Permit Holders can be found on CAAS website. On top of having an Operator Permit, an Activity Permit must be applied before each flight, either Class 1 or 2, and this can take 10 working days to process and still subject to approval from the authorities.
More Private Condo Management Banning Drone Use
Furthermore, authorities not withstanding, more private condominiums have moved to issue bans on the flying of drones within their developments, or have issued statements to the effect of stopping the flying of drones in their estate. This is amidst concerns of privacy and safety for their residents, and these will restrict the use of drone photography or videos for property listings further.
Fines And Imprisonment For Illegal Use
Under the Unmanned Aircraft (Public Safety and Security) Bill, which sets out guidelines for the safe flying of drones and enforcement against those who violate them, and this has already taken effect to amend the Air Navigation Act and Public Order Act. The real estate agent who utilizes improper use of drone for property photography or videography risks incurring a penalty of a fine not exceeding $20,000 for the first offence, and a fine not exceeding $40,000 or to imprisonment for a term not exceeding 15 months or to both for the second or subsequent conviction. Your drone may also be confiscated and handed over to an authority such as the police.
To make your hard won exclusive property listing stand out amongst the other competing listings in the market, the use of drone photography or videography may seem like a no brainer initially. However, in the light of existing regulations, safety and privacy issues, and moves to ban such use by private condo management, we recommend that you throw caution into the wind and stay on the right side of the law before you use a drone yourself, or hire someone who offer to use a drone for you to promote your real estate services!
The year 2017 has come and gone in a flash and I hope you have already kickstarted your video making efforts in the last year! Congrats, now that you already have a library of video content, isn't the next step just to upload it onto the de facto Youtube and keep your fingers crossed that viewers will automatically come in droves to view the video and contact you for your product and service? Fat chance! Let 2018 be your game changing year for your video marketing with these simple tips!
1) Post Your Video On Both Youtube And Facebook
If you are wondering where you should post your video, YouTube sounds like the most logical choice, as it is still the undisputed king of online video. But to get the most views, there is no reason why you shouldn't leverage the video you already have by posting it across multiple platforms.
It is not YouTube OR Facebook for posting, but it's wise to utilize both! Other platforms such as Instagram works well as well, but note that each platform has its unique audience demographics and specifications for posting of videos.
The number one reason to post on YouTube is that it is owned by Google. Posting your video onto it may be highly beneficial to your website's rankings, if you know how to link the video to your website, optimize the title, descriptions, and tags to help drive traffic to your webpage.
2) Upload Your Video Directly On to Facebook Not Just Post A Link
As for Facebook, it is also fast becoming one of the top platforms for online video. It's leadership position in social media and drive to remake itself into a video first platform makes posting video onto it critical for your marketing campaign. And by posting, it doesn't mean just putting up a post with the Youtube video link you already have but uploading your copy of the video organically onto Facebook, so that it's algorithm can optimize the video for maximum news feed visibility for your page followers!
If you have been actively posting on Facebook, you may find that your organic reach has recently been declining rapidly. With so much content posted on to Facebook all the time, Facebook has to dictate who gets to see your content and who doesn’t by relying on its constantly changing News Feed algorithm, which takes into account thousands of data points to choose what content is relevant and surfaced to users. So hoping to reach more people using organic reach might not be the best way to ensure viewership, although Native Facebook videos still have a greater organic reach when compared to other forms of content.
3) Pay To Play While It's Still Cheap
If you want to create even more impact and reach more of your target audience on Facebook, it's becoming more of a pay-to-play game to reach your intended audience. But thankfully, creating a Facebook ad account and running a video views campaign might still be the best choice right now, given that the cost per result is still relatively cheap compared to other online platforms, or other more traditional form of marketing methods.
In summary, since you have already invested time, resources and money to create great videos, don't be afraid to leverage on it by posting it on multiple platforms such as Youtube, Facebook and your website to get the most organic reach. However to create the most impact, sometimes organic reach might just not be enough although your content may be good, then it may be very worthwhile to invest some money to run those sponsored ads to reach your intended goals for the video, be it brand awareness or more leads and sales! Here's wishing you a Happy New Year and all the best in you video marketing efforts for 2018! Hope the above simple pointers may set you off in the right direction for the new year!
3. Body language
Focus on eye contact during recordings such as the interviewer or camera, and don't keep turning or darting your eyes around. Your head should be at level with the camera when speaking and avoid excessive hand gestures or fidgeting such as playing with your fingers or flipping hair, otherwise, you will appear too nervous. Sit up straight, shoulders back and chest out to appear more confident!
As a motivated Singaporean realtor, if you have decided that video is the best medium to grow your business and is still scratching your head on what kind of video content you can create almost immediately to market your services, we hope the above ideas will come in useful!
For the Singapore property agent, self-employed or small businesses, you would know by now that video is an effective media for your brand to tell it's story, and to introduce products and services you have to offer! Making video is no longer just for the big brands with mega budgets to blow on big productions and prime time television such as Channel 5 or 8, but are now more easily affordable for your tighter budgets to reach the similar audiences on social media!
However, if you have never done video before, and thinking of jumping in to create your own video straight away by just pointing and shooting, you couldn't get more wrong! Creating an engaging video does need some careful planning, or else you end up with a mishmash of random footage that don't make any sense!
So what are some things to keep in mind when creating and promoting your first video? Here are some useful tips that we have learnt!
1. Start With Some Planning
The old adage "Fail To Plan = Plan To Fail" sums it up. It is so easy to dive straight into filming without doing any preparation work, but here's a warning, be prepared for wasted time, jumbled footages and plenty of reshoots if that's what you intend to do. Simple questions to ask yourself firstly includes who's your target audience, what message are you trying to tell, and what's the outcome do you expect from the viewers of your video. With these questions answered, you can then start to plan your story for filming! Keep in mind that every engaging story needs a Beginning, Middle and an End.
2. Filming Location
Finding a suitable location is important, as unlike photos, noise and other unintended actions from the surroundings may be captured into your footage unknowing, rendering it unusable when you do the editing. Avoid filming in noisy and crowded places, unless that's the intention for the video. Find a quiet and brightly lit area as the backdrop for your filming if you don't have access to a studio.
3. Get More Gear Or Engage a Professional For Quality Videos
If you plan to do it yourself without any experience or intend to hire the cheapest freelancer you can find to save some money, you risk your business looking unprofessional. Low-quality videos poorly produced are a reflection of your business to your audiences. If you intend to do it yourself, use a cheap tripod to mount your camera and a microphone to capture audio at the very least if you can't afford more expensive gear. Even the steadiest hands are bound to get some camera shake and nothing hurts a professional video than bad sound quality too.
5. Make it short
Attention span is dropping. Don't do or demand a longer video just because you feel that you will be getting more bang for your buck. With so many different things calling for your audience's attention at any one time, longer may not be better for marketing videos, and a shorter one may keep your audience attention better! Don't be mistaken that a shorter video is easier to do, for it takes more skill with fewer words and images to help condense and get your message across in a shorter amount of time!
Connect with clients and potential leads on a more personal level through video, and watch your social media engagement, leads, and personal brand grow! Are you ready to start making your first video? Get in touch for a friendly quotation!
There are several FIRST MOVER ADVANTAGES to using video in real estate marketing RIGHT NOW! In countries like the USA, New Zealand and Australia, it is said that property can't even be sold without ever using a video!
Here are some practical video ideas that you can start filming to market your services!
1) Testimonial Videos
Do you have clients that are happy and extremely satisfied with your services? We all know that referrals, word of mouth and attestation of your professional services from close friends, family, and peers to their personal circle are essential to building your client base. By filming short and authentic testimonial interviews from happy clients, it is a fantastic way to showcase social proof and warm up cold leads for your services.
3) Profile Videos
Differentiate yourself from the competition by letting potential home buyers and sellers get to know you behind the screen. Be yourself and share your real estate experience, your specialty, and your hobbies. Make your future clients feel like they already know you before they even get to meet you in person as they like to work with a real person, not just engage a service!
4) Educational or How-To Videos
Marketing is not just about selling and more selling. People generally do not like to be sold to. Add value to your potential leads by creating a series of short, informational videos on common real estate topics, real estate tricks and advice. This also helps to build your reputation as the go-to subject matter expert when the time comes to serve their property needs!
6) Live Stream
Other than SnapChat, even Facebook and Instagram allows live-streaming now! Take the courage and provide real-time real estate commentary, property listing tours, or show your potential home buyers and sellers around the neighborhood!
7) Seasonal Greeting Videos
Replace your traditional greeting cards and pictures with a creative video to greet your clients during the seasonal holidays like Chinese New Year, Christmas and New Year! Surprise and thank your clients who have given you their business and support over the years!
Connect with clients and potential leads on a more personal level through video, and watch your social media engagement, leads, and personal brand grow! Are you ready to up your game and get your real estate video marketing started?