Do I need a video tour?
Anna Devine from McEwan Fraser Legal guides us through the pros and cons of video tours.
The time, expertise and budget required to produce a worthwhile video tour means that this form of property marketing has to be reserved for only the most suitable properties that can really reap the benefits of well-shot videography when looking to sell a house. Developers with multiple properties, larger properties or the luxury end of the housing market can take advantage of videography. Properties that have enough rooms and features to capture a buyer’s attention without giving everything away are good subjects for property tour videos.
Enhancing the property tour
Music, voiceover and professionally written marketing messages within the video can really enhance a property tour. Developers can use video to tease prospective buyers with a particular lifestyle because viewers already understand that they are watching a ‘depicted’ lifestyle that serves to showcase the quality, specification and typical features on offer.
Helping to sell a property
However, a video tour that fails to engage the viewer and exposes more than it should, will fail miserably to help sell a property and in such cases sellers are better off without the video tour. Without the expertise that comes from understanding how to capture the best angles and knowing the correct lenses for wide angle or architecture shots even the most luxurious property can be served an injustice on video. A video that has poor lighting, fails to exploit natural daylight or that has been shot without the use of a tripod will look amateurish and give a poor impression.
Like any form of marketing, video has to really show off the subject at its very best and make a really positive first impression. Buyers spend only a few seconds deciding if they like the initial look of a property enough to want to see more. That’s why; despite the wider availability of video services the use of professionally shot photos should never be underestimated when trying to grab a buyer’s attention.
Video needs to work harder
Video has to work much harder than photos to set the scene if the slower pace is going to keep the attention of a prospective buyer and more importantly leave them wanting to see more. A ‘virtual’ video tour runs the risk of replacing potential buyers desire to conduct a real life tour of the property if it exposes too much of what you wouldn’t show in a still photo, is boring or makes a property look dull.
No matter how well presented, most properties will not seriously benefit from a video tour and they must be reserved for larger, higher end or show house style properties. In general, sellers would be wise to ensure their marketing budget is invested in to really good professional photography and not wasted on unnecessary video tours.
Sellers don’t ‘need’ a video tour to sell their property but the right property or development can be enhanced with high definition professional videography and expertise.
About the author
Anna Devine is Marketing Manager for McEwan Fraser Legal and has over 20 years business and marketing experience. She has co-produced many corporate and property videos and works closely with her production team to expertly market property throughout Central Scotland. This includes using professional lifestyle and architecture photography and videography as a marketing platform for both residential and commercial clients.