Spend Your Marketing Dollars Smartly
I was just looking through listings online. Majority of luxury real estate is featured with good photos and virtual tours. Very few have home video tours. The trend is picking up though, I get more and more orders for video alongside a photo-shoot.
To Go Pro Or Not, and Why
The sad part is that homes listed slightly below luxury level, say in the rage of 200k-450k almost never have a video tour. Quite often even the photos are not professionally done. There could be many reasons for that: the home is not showcase worthy, needs updating or the real estate agent doesn’t believe spending money on professional photography is required for a successful sale. All are legitimate reasons (but if you are just being cheap – that’s not cool).
I believe, however, most agents should try and discuss with the owner bringing the home to a showcase state. Often the sellers just don’t know how, they need some guidance. Rarely will the sellers turn down an offer to help stage their home, or decline advice on quick updates.
Yes, sometimes good photos are good enough. Even if you take them with your iPhone or Android, as long as you know a little bit about taking real estate picture, such photos will be ok for, say, a bank-owned property, or a home where staging or repairing is not feasible or in case of any other distressed or high-risk situation. Though, good photos, videos and blogging can help you generate leads, but that’s a story for a different post.
Inventory is still low but, if you haven’t noticed, the sales have slowed down just a little in the past few month. It’s normal, the market will fluctuate. Yet, you have to remain steady and competitive with your marketing and avoid slacking when times are good! You can’t afford to cut your marketing dollar just because. Let me give 3 reasons why professional photos and videos matter during any time:
1) They make your SELLER look good.
Will neighbors Google your listing address to see how much it is? Do they want to see what it looks like inside? Yes and yes!
2) They will make YOU look good.
You have to think beyond one sale. Every listing is a door to a few more. Your listings online are like your business cards, they are also your reputation, what people can expect working with you. Will the potential clients check out your other listings? Will they want to know a little about your marketing plan? Yes and yes!
3) They will bring you BUYERS.
Because buyer not only shop with their wallet, they also shop with their heart, with their feelings. Buyers love to connect with their future home. What could be easier than helping them do it with photos full of character and a video that perhaps will make them smile and then click “Contact Listing Agent”?
I’ve filmed a few home video tours of homes that are not considered to be in the luxury or high-end category, yet they also deserved a well-made presentation. The sellers and the listing agents were happy to have these extra marketing tools. Smaller homes take less time for video and photos, bringing the cost of the shoot down too. Providing the luxury level services when selling mid-end properties will pay off in the end. Why? Because such marketing services are affordable and sought after by your clients. Spend your marketing dollars smartly.