Video tells a story most effectively when it has an engaging message. The medium is becoming increasingly popular for marketing real estate properties on websites and social media.
Video is a distinctly different medium from still photography and has its own uses in marketing. Whereas still photography shows moments in time that are captured within the four borders of a frame, video is used to show what is outside of those borders. Like a TV commercial, video can be used to create an emotional context around a subject. Unlike photography where the image is the final product, video tells a story and is most effective when it has an engaging message. Elements such as sound, music, narration, text, graphics, and animation can be incorporated to make the story more interesting and to evoke an emotional response from the viewer.
Because of the pandemic, normal methods of inspecting and touring properties have been disrupted and some real estate brokers are looking to video as a way for clients to remotely visit sites. Video tours are not meant to present a comprehensive view of a project, but are rather meant to pique a prospective client's interest. To this end, drone video has become particularly useful in viewing properties from the air and gives an interesting bird's eye view. Helicopter videography can help to point out a project's location and its proximity to freeways and major business districts. Ground exterior and interior video can be used to give a brief tour of a property and to point out important assets and sales points. As the trend for work-from-home and remote viewing of real estate becomes normalized in the industry, the use of video in selling and leasing properties will only increase in the future.
