Joe DeVanon, creative director of Win-Win Productions, Keller Williams Realty International’s video department, is passionate about agents leveraging video in their business. “Video can increase your business tremendously,” he explains. “And, there’s no need to spend a fortune on video equipment. All you need is a smartphone.”
Yet, many real estate agents aren’t consistently using video to stay in touch with their clients. The disconnect is that many real estate professionals struggle with understanding how, where and what to shoot. And, because it takes practice to become comfortable filming yourself, it can be challenging to even muster the courage to step in front of the camera.
“You just have to get over it,” DeVanon points out.
Experience big benefits with using video
“The more you do it, the more comfortable you will feel.” There is a reason why it’s important to get comfortable with video – companies using video enjoy 41 percent more web traffic than nonusers according to a study by the Aberdeen Group. With evidence like this, it is clear that video is quickly becoming an essential component of an effective marketing toolkit.
So, how do you film videos that attract and engage clients? DeVanon provides a few simple guidelines to quickly master video without taking time away from your business.
Shooting on Your Phone
DeVanon recommends filming exclusively on a smartphone. “There is no need to spend a fortunate on video equipment,” he says. “Most new smartphones are high enough quality for your needs.”
In regard to additional video equipment, keep it simple. A tripod is an inexpensive and easy-to-use tool that will give your videos a professional touch.
Audio Is King
Audio is as important as or even more important than the quality of your video. The built-in microphone for smartphones is lower quality, so be aware of your surroundings and any background noise that could contaminate your audio. In addition, avoid empty rooms, tile floors or any other locations that might be conducive to an echo. If you can’t avoid background noise, make sure to include the source of it (such as a busy street) in the background of your video to provide the viewer with context.
“Be very careful of audio quality,” explains DeVanon. “People will notice subpar audio and they will stop watching your video. And, the odds of them watching another video that you send them is slim if your audio is low quality.”
Keep Your Audience Top of Mind
When deciding on what types of video to shoot, know your audience. Consider the subjects that they are most interested in and how you can provide value to them.
Here are some ideas to jump-start your video marketing program:
- Local Expert: Film quick market updates using local numbers.
- Client Testimonials: Ask to shoot a quick client testimonial at the closing table.
- Culture Videos: Show the world how you are giving back. For example, if you’re a Keller Williams agent, show how your market center has participated in RED Day!
- New Team Members: Introduce your team members to your sphere.
- Client Appreciation: Celebrate your clients on video and share your gratitude for their support.
- Client Greetings: Holiday, birthdays and home anniversaries are all perfect opportunities to share a video.
Additionally, when filming, always be conscientious of your client’s time. “I would keep videos between 30 and 60 seconds,” DeVanon notes. “The drop-off rate of any video higher than 90 seconds is high.”
Get Out of the Office
Another important aspect of creating a memorable video is leveraging a compelling background. DeVanon emphasizes not to limit yourself to your office or your market center. “You want to shoot where you are doing business such as inside an open house. Make sure your background supports your message.”
Where to Post
If you spend time and energy creating video content, you want your clients to be able to easily find it. Consider posting videos within multiple channels such as YouTube, Facebook, Twitter and Instagram, or share them directly with your sphere through email and text message.
KW Agents – Don’t forget to share any recommendations and tips for other agents on KWConnect. Although the platform is not intended for clients, your content will help enrich the KW community!
While a video doesn’t have to be perfect, especially if it is created to share on social media, DeVanon suggests keeping the following tips in mind:
- Hold your phone to shoot in landscape (oriented horizontally) instead of portrait mode and you will avoid the black bars framing the sides of the video.
- To create a more visually interesting scene, put yourself slightly off-center in the frame.
- Do a quick mirror check to make sure you’re happy with your appearance.
- Smile for a few seconds before pressing record for a seamless introduction.
- If you’re pressed for time, considering using the KW Video app to easily create, brand and share professionally filmed videos.
DeVanon has one last reminder: “Video should not be hard and it shouldn’t stress you out. Video should be fun.”
Learn more about how the KW Video app can help you create videos for all of your real estate needs!