Property marketing: why videography matters most for 2024
13 December 2023 3673 Views
When almost all agents and developers use the tried and tested formula of floorplan, professional photography and a well-crafted description, what can be done to stand out from the crowd? Fourwalls has spent 30 years at the forefront of property marketing, first with floor plans and then moving into all areas of marketing; we’ve seen just how the property industry can sell more homes, faster, with a few clever tweaks.
One of the best people to explain this is Derek Shepherd, Associate Director at Fourwalls – Derek has a degree in photography and 15 years’ experience as a property photographer and videographer in South East England, beginning in south London and quickly moving into the prime central London market as well as covering the whole of the South East As the market has moved more towards video in the last five years due to the rise of social media, now Derek oversees shooting of the country’s most luxurious homes. We’ll let him explain why video is such an important part of selling houses.
Derek’s top tips
1. Step up your game with videography
Agents who don’t use videography in their sales materials may find themselves being left behind in the next few years. It’s one of the best tools for showing off the life and soul of a home – a walkthrough style video can highlight the flow of the rooms, while drone photography can show the scale of country estates or particularly amazing gardens. We’d also recommend hiring a presenter if it’s a really special or grand property, or for multiple properties on one development. If budgets can’t quite stretch to a professional presenter, we’d recommend a voiceover to talk viewers through the rooms and features. You could also consider an interesting cameo – we’ve had helicopters, horses being ridden over the South Downs, countless dogs and even vendors.
2. Use video to boost your own personal brand
Your people make your business, so make sure you get full buy in for videography. This could be something as easy as creating your own professional Instagram page to share instructed properties (remember to double check your company’s social media policy for tagging and sharing content first), to double the chance of getting eyes on what you’re putting out there, to even appearing in the videos yourself. We often have agents present new properties in video walkthroughs; if you (or colleagues) are appearing in video, ensure that you’re well presented with no big logos or busy patterns. Try to use the content on the website too, so potential buyers can make the connection between agency and agent.
3. Embrace social media
Utilising free social media tools is the best way to increase engagement with your videography and can lead to better conversion – the more people who see your posts and Reels, the more people see your properties for sale (or rent). Reels and carousel posts are the best ways to highlight properties on Instagram and are another fantastic way to get your personal brand seen. When filming video content especially for social media, make sure you shoot it in portrait mode so it can be easily edited for Reels and Stories. For carousels, use a mix of static images, floor plans or data pages and video to create a well-rounded post. And don’t forget to look at trending music, which can extend your reach even further – just look for the upward pointing arrow to see what’s currently trending.
If you’d like more information on how to use videography for the property industry, get in touch with Fourwalls.
0203 905 6099
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