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?
Food For Thought To Set You Thinking About Implementing Video As Part Of Your Marketing Strategy(if you haven't)
Do you remember the last time that you were lazing around browsing on your smartphone, and stopped to watch a video that captured your attention? It's such a very frequent occurrence that it's much harder to remember an occasion where that didn't happen! The demand for video content keeps growing and growing!
According to Cisco’s Visual Networking Index, Mobile Video traffic accounted for 60 percent of total mobile data traffic in 2016, which is more than half of all mobile data traffic. This traffic is set to increase by 9-folds in the coming years!
More than Three-fourths of the world’s mobile data traffic will be video by 2021! - Cisco’s Visual Networking Index
Here's what Ogilvy & Mather has to say in their Ogilvy Key Digital Trends for 2017. In 2016, the video focus of the platforms where we spend most of our online time shows no sign of abating. Video is first, innovation is flourishing, and consumers are onboard.
The main consumer-facing digital platforms are shifting! For the content-snacking generation, video is now Starter, Main, and Dessert. To not have any kind of video support and/or strategy that lives with and/or complements your existing communications would be a fool’s errand. It’s time to learn to love video! - Ogilvy Key Digital Trends for 2017
Here is what Mark Zuckerberg of Facebook has to say about video in Facebook's Earnings Call, July 2016:
We see a world that is Video-First with video at the Heart of all our apps and services" - Mark Zuckerberg
Yes, you've heard it right! With the world's appetite for video content getting more and more insatiable by the day, even the most dominant social media giant, Facebook, is revising its strategy to gear all its resources towards feeding this growing demand! Maybe it's still not too late for you to change your thinking and start implementing video into your marketing strategy NOW!
Here are 3 good reasons why you should start creating videos to market your real estate business!
1) It's Already a Video First World
Across all online and social platforms, video content is already getting first priority in terms of appearing on you and your friends' news feed! Facebook's Mark Zuckerberg has already declared a company-wide video first strategy, believing that within the next five years, most of what people consume online will be video. If you are still using text and photographs to sell property, it's no wonder that you no longer seem to be receiving as many calls and referrals as before!
2) Video Separates You from Your Competition
How many real estate salesperson in Singapore are still relying on traditional marketing to market themselves and their listings ie. flyers, canvassing, posting on property portals etc? Not that they are doing it wrong, the old methods might still work if you try hard enough, but how does that differentiate you from your competitors? Videos help you stand out from the competition and brand yourself by showcasing your unique personality!
3) Makes You Professional
Ever seen other agents trying to sell property with badly taken photographs or shaky videos that they took on their mobile phones? Or are you guilty of doing that yourself? One word of advice, DON'T! If you unwilling to invest in professionally taken images to help your client sell or rent out their properties, it screams of unprofessionalism. Why should your client engage your services if you are not doing anything much more than they already can to market their property? An investment in professionally taken videos helps you present a PROFESSIONAL image to your clients, and is a great reason for them to refer you to potential new clients!
Creating a video involves many steps and considerations. To help you better understand the AffinityMotions Approach to creating your videos when you engage our services, here is a brief description of the three phases that it involves:
Pre-production involves an in depth discussion with you, in order for us to understand your authentic brand story, business objectives and goals. With this thorough understanding, we can then proceed to build an effective script and storyboard to tell a compelling story for your brand, and start planning other aspects of the shoot such as the required equipment, filming locations and music.
2) Actual Filming
Once we have agreed on a finalized script and storyboard, we can then schedule an available time slot for filming, and proceed with the actual production on location. In order to capture quality video and audio, this will involve the setting up of the right equipment required for the filming, with considerations such as the lighting and ambient noise level of the surroundings, as well as the type of framing and shots required according to the storyboard. Inevitably, there may be many retakes to help you get each part of the script right with the perfect shot, but don't you worry about that too much as you'll be in professional hands! We'll be there to ease the process and make your effort worthy in the end!
3) Editing & Delivery
The last phase of creating your video is the Post Production Phase. All the footage that were taken have to be organized and reviewed, so as to decide which should be kept and which to discard. The selected clips have to be color corrected with audio sequenced together to form a compelling narrative, with music and other effects mixed in, so that the entire video can be smooth and seamless! Once the edited video is polished up, we will ensure a timely handover of the completed video into your hands!