How to use video to show your property to tenants remotely

Whether you marketed your property for sale or for rent during 2020, the pandemic, shelter in place rules, and quarantines sure proved to be a challenge. As we enter 2021, some of the challenges we faced might actually serve as lessons and help us bring creativity into our real estate marketing efforts.  
Take video for example. Video has long been an effective marketing tool, with real estate listings utilizing video receiving 403% more inquiries than those that don’t, however, up until now, video had not been used widely, but rather for luxury or top tier properties, and rarely used as a substitute for in-person showings. 2020 and people’s inability to see properties in person, made buyers and renters more willing to buy and rent sight unseen, relying on video alone. This was a huge step in embracing technology in an industry as traditional as real estate, however, we have a long way to go from landlords and sellers walking around a home with their video conferencing apps on. 
To provide your property with a strong and attractive presence in the market, you need good quality video that affords your prospective tenants or buyers with an experience as similar to an in-person visit as possible. 
We understand video can be quite intimidating, but we are here to help. Whether you decide to give your audience a live tour or pre-record a video, video can be a fun way to make your property the talk of the town. ​

Here are some tips for making your videos pop:
Tip #1: Strategize Video should be part of your marketing strategy, and as such, should be properly planned and implemented. Some of the things you should keep in mind in the planning phase are:

• What type of video do you want to create and what story do you want to tell about your property? 
  Think of your video as a TV commercial and your property as the product. In 30 seconds, TV commercials tell you a story about what pain point you will be able to solve, and how the product will help you solve it. Your video should let buyers or renters know why your property is the right property for them in a quick and concise way, so plan a storyline that is organized as “problem/solution” and make sure you highlight the main features of the home clearly.  When creating the storyline, keep in mind what you want the buyer or renter to see and feel when they watch the video. Keep the same principles in mind when giving a live tour of your property to a buyer or renter.
  

• How long will the video be? 
  Audiences today have shorter and shorter attention spans, with only 37% of videos being watched through the end, so keep your videos short and sweet. Videos should be shorter than 2 minutes and consider having a 15 or 30 second cut to serve as a teaser. Additionally, make sure to highlight the best feature of the home, the hook if you will, in the first 10 seconds. 
  
• How are you going to film and edit? 
  If budget allows, hire a professional video production agency. These agencies specialize in creating videos and will not only take the weight off your shoulders, but will ensure you have a final product that will showcase your property in the best possible way. If you are not able to allocate budget for professional video production, newer smartphones have outstanding video quality (iPhone 12 models can even record Dolby Vision in 4K), so you can perfectly film video using your phone (make sure you have good lighting in every space of the home and watch a few YouTube tutorials about how to film good quality video before you press play). 
  If you are giving a live tour of the home, check your internet connection ahead of time and do a trial run before your first tour to make sure the light is flattering and the angles you stream from showcase your property in the best possible way. 
  
• Where will you host the video? 
  Video files are heavy, which means sharing over email or messaging apps is not always possible. Consider opening a YouTube channel to host your property videos so you can easily share links with prospective customers and include QR codes or short links leading to the video.
• How are you going to promote the video? 
  So you have a great looking video, now what? How are people going to find it? A video can be a great promotional asset for your property, so make a plan to bring the video to as many people as possible. Whether it’s emailing to a local database of potential buyers or renters, promoting it on social media platforms like Facebook or Instagram, advertising on Google, or placing it on real estate websites, make sure you have a promotional plan for your new video. 
  
  

Tip #2: Set, style, and clean up
The real estate industry is all about aesthetics. If a home is not visually pleasing, it will be difficult to get off the market. Whether you are pre-recording a video as part of your marketing campaign, or giving a live tour to a potential tenant or buyer, make sure the property is ready to be shown. If the property is empty, make sure it is clean and well lit. If it is occupied or furnished, make sure all areas are decluttered, particularly the kitchen (kitchen counters should have as little as possible on them), beds are made, shower doors and toilet lids closed, curtains drawn/open, etc. 

Tip #3: Make your videos human
Buying and renting a home is a personal experience. While it is true that this may be one of the most significant financial decisions an individual makes, it is also an emotional one. Your videos, whether pre-recorded or live, should tell a story that touches people’s emotions, so get in the habit of storytelling.

Tip #4: Use 360 views
Showing a tangible, three dimensional space in a two-dimensional surface is not easy, especially a property in which you need to showcase several large, multi-functional spaces. Combining standard video with 360 views can immerse buyers and renters into the space so they can truly experience it.   
​
Tip #5: Sell the lifestyle 
When you sell a home, you sell its location and amenities as much as you sell the features of the property, so make sure you include the building’s common areas and the neighborhood’s city life (closeby gym, restaurants, etc) in your story. 

So, what are you waiting for? Go ahead and film!