Video and virtual tours have an important place in property marketing but should be used on the most appropriate platforms, FocalAgent has claimed.
Lee Wainwright, chief executive of the agency floorplan and property marketing media provider, said agents need to consider the type of consumer they are reaching with their content on social media and the portals.
Speaking in an exclusive video interview with Estate Agent Today’s Lee Dahill, Wainwright said there is a place for both video and virtual tours but in the right place.
He said: “Agents should think about two opportunities. There is social media, which is producing engaging video content in new environments to capture an audience and drive brand engagement.
“It is presenting property to passive buyers.
“What we find in a portal environment is you have a consumer interested in the property and that 360 tour is the world’s best floorplan that enables them to imagine what the property will be like.”
“There is a difference between social media and the portals where there are engaged consumers interested and need information and transparency.”
Wainwright also suggested agents should use professional photographs rather than relying on smartphone pictures, arguing that it adds value to vendors trusting them with “their most valuable asset.”
He added: “Agents fight hard to win an instruction but a seller can have some emotional remorse.
“If someone goes round with a crappy camera, they can lose the instruction pretty easily.
“That engagement with a professional photographer generates real value for the seller.”
Watch the full video interview below: