Online video takes you home

Entering the Real Estate arena was a pretty obvious move for us. After all, our founder and CEO, Brad Inman, is the accomplished entrepreneur behind Inman News, the leading source of independent real estate news, and HomeGain, which he sold to Classified Ventures in 2005. This past year, web video became a key marketing tool in the real estate business and we were thrilled when two major players in  the industry teamed up with us.

MyNewPlace, the largest online marketplace for apartment rentals, and Weichert Realtors, one of the nation’s largest privately held real estate brokerages are now working with TurnHere to produce a series of broadcast-quality online videos that offer prospective buyers an inside look at their properties.

Video makes sense for Real Estate agents, brokers and development companies because prospective buyers can get so much more from video than they can from traditional online listing tools such as still images and fishbowl virtual tours.  Video makes properties and personalities stand out online, an important element particularly in today's congested listing market.

From the Press release announcing our partnership with MyNewPlace:

“We’re adding value for the property owners who list on our site by giving prospective renters a personal, guided tour of apartments,” said Amanda Cann, vice president of sales at MyNewPlace. “Viewing compelling videos online creates a strong emotional connection between the renter and the property that can’t be achieved with words or photos. Authentic videos help viewers imagine themselves living in the community and build trust about the community and apartment, invaluable qualities for both renters and owners.”

From the press release introducing our deal with Weichert Realtors:

“Our partnership with TurnHere and their talented network of filmmakers allows us to optimize the Weichert home-searching experience and reach out to a wider range of potential home buyers,” said Michael Montsko, president of Weichert Lead Network. “Online video brings a new dimension to our marketing efforts and enhances our ability to showcase Weichert properties, their surrounding neighborhoods and the expertise of our sales associates.”

Using Video to Sell Real Estate

Video makes a ton of sense for those in the real estate profession.  The demands of the industry synch well with the benefits that online video production from TurnHere provides.  Online marketing for real estate has morphed over time from listings, to listings with images, to fishbowl virtual tours and now to video. 

Joel Burslem at Future of Real Estate Marketing called video the number one trend in real estate marketing for 2008 for good reason.  Let's look at how video aligns with needs of real estate agents everywhere:

• Authenticity - Let's face it, real estate agents face an uphill battle in the trust/authenticity department.  The current housing market isn't helping.  Real estate agents can overcome the hurdles that home buyers and sellers have when trying to choose an agent they can trust.  Using video lets you present yourself as the trustworthy expert you are.  And using TurnHere's authentic, first-person narrative format lets potential clients see you, the authentic, real person; not some over-produced disingenuous ad.
• Compelling Visuals - Videos thrive on compelling imagery.  Beautiful homes for sale are the perfect video shoot locations.  By taking viewers through a personal tour of the property you build an emotional bond that creates viewer action.  Instead of lifeless images you can capture the home in a unique way by presenting its best attributes and features.
• Stand Out from the Competition - If you've ever looked for a home online you know how fast your eyes can glaze over trying to read the details of endless MLS listings. Slide shows and clunky virtual tours do little to make your home listings stand out.  Using a compelling video production can connect viewers with the property (and more importantly you) on an emotional level that compels them to take action to learn more.  Why show a virtual tour when you can take viewers on a personal, guided tour for roughly the same cost?

Here's a great sample real estate video that positions these agents as experts in the exclusive, ultra-competitive East Hamptons, NY marketplace.  These pieces are longer in length than a typical agent profile and really immerse viewers in to the lifestyle of the community:

Video also works well to introduce yourself to your community.  Short agent profiles such as Pete Morgan's below help connect you with potential clients on a personal level.  This bond is far superior to the strictly transactional relationship formed through other means of marketing.

If you're a real estate agent or a broker contact TurnHere today to learn how our real estate-focused online video production and distribution services can help grow your business.                      

Web video sells homes

Profiling a community on Web video is a powerful marketing tool for real estate companies. A great community profile lets consumers feel what it's like to live in a town or city and connect with its residents, shops, restaurants, and parks. Companies that use video to give home buyers a look inside a community are more likely to sell homes as a result.

Here's a terrific example of a community profile about Cary, NC, from real estate firm HPW: