Real Estate Video & the YouTube Generation

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Mark Schow presents ideas and techniques for using video as a real estate listing and personal brand marketing tool.

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Real Estate Video & the YouTube Generation

  1. 1. Real Estate Video and The YouTube Generation<br />Mark Schow – Mediamax, Inc.<br />www.MediamaxMarketing.com<br />
  2. 2. Visual Content Marketing<br />The creation, tagging and distribution of multimedia content with the purpose of engaging current and potential customers via the Internet.<br />The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.<br />Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.<br />
  3. 3. Visual Content Marketing<br /><ul><li>Marketing Goals
  4. 4. Dominate Google search results
  5. 5. Establish yourself as a trusted regional, local or hyper local real estate expert
  6. 6. Generate buyer & seller inquiries
  7. 7. Real Estate Related Content
  8. 8. Listing Marketing
  9. 9. Personal Branding
  10. 10. Visual Content Types
  11. 11. Photography
  12. 12. Virtual Tours (Single Property Websites)
  13. 13. Video Slideshows
  14. 14. Full Motion Videos
  15. 15. Screencasts
  16. 16. Key Wording
  17. 17. Tagging content for Search Engine Optimization
  18. 18. Distribution
  19. 19. Hosting & Video Sharing Sites
  20. 20. Syndication Platforms
  21. 21. Measure
  22. 22. Analytics to measure effectiveness</li></li></ul><li>Internet Search Engines<br />What is the #1 Internet Search Engine?<br />Google<br />What is the #2 Internet Search Engine?<br />YouTube<br />
  23. 23. Search Engine Ranking<br />March –vs- April 2010<br />
  24. 24. Video Referring Site Ranking<br />August 2010<br />
  25. 25. Personal Brand -vs- Listing Marketing<br />
  26. 26. Google Search – Zachary Epps<br />Everything Results<br />
  27. 27. Google Search – Zachary Epps<br />Image Results<br />
  28. 28. Google Search – Zachary Epps<br />Video Results<br />
  29. 29. Google Search – Zachary Epps<br />Video Results<br />
  30. 30. YouTube Search – Zachary Epps<br />Video Results<br />
  31. 31. Yahoo Search – Zachary Epps<br />Video Results<br />
  32. 32. Google Search – Real Estate Listing <br />Video Results<br />
  33. 33. Google Search – Real Estate Listing <br />Image Results<br />
  34. 34. Google Search – Real Estate Listing <br />Video Results<br />
  35. 35. Visual Content Types<br /><ul><li>Photography
  36. 36. Full Motion Video
  37. 37. Virtual Tours & Video Slideshows (Single Property Websites)
  38. 38. Video Slideshow
  39. 39. Screencast</li></li></ul><li>Visual Content Types<br />Full Motion Video<br /><ul><li>Full Motion Video (Keyword Searchable)
  40. 40. Do it Yourself
  41. 41. Walking Home Tour Example
  42. 42. Market Update Example
  43. 43. Pro-sumer
  44. 44. Mini Profile Example
  45. 45. Community Event Example
  46. 46. Home Tour Example
  47. 47. Professional
  48. 48. Video Business Card Example
  49. 49. Home Tour Example
  50. 50. Community Tour Example</li></li></ul><li>Real Estate Industry - Video Ideas<br />Personal Introduction – Video Business Card<br />Personal Profile<br />Listing Presentation Video<br />New listing Announcement<br />Open House Announcement<br />Customer Testimonials<br />Neighborhood Business Owner Interview<br />Neighborhood Park or Community Tour<br />School Faculty Interview<br />Home Staging Profile<br />Professional Photographer Profile<br />Frequently Asked Questions Video<br />The Short Sale Process<br />203k Loan Opportunities<br />Charity Activity Profile<br />Neighborhood Activity<br />Neighborhood Homeowner Interviews<br /> <br />
  51. 51. Visual Content Types<br />Video Slideshow<br /><ul><li>Video Slideshow
  52. 52. Single Property Website Example
  53. 53. Neighborhood Tour Example
  54. 54. Creating Video Slideshows
  55. 55. Virtual Tour Providers – Free to $20/listing
  56. 56. Hundreds of Slideshow creation services
  57. 57. Video Editing Software
  58. 58. Apple iMovie – Free with Mac
  59. 59. Windows Movie Maker – Free with PC</li></li></ul><li>Visual Content Types<br />Screencast Videos<br /><ul><li>Screencast Videos
  60. 60. Jingproject.com & Screencast.com – Free, Pro Account $14.95/yr
  61. 61. Screentoaster.com - Free
  62. 62. Complete Comparison Chart
  63. 63. http://en.wikipedia.org/wiki/Comparison_of_screencasting_software
  64. 64. Home Tour Example
  65. 65. Client Communication Example</li></li></ul><li>Content Key Wording<br />Google Keyword Tool<br />
  66. 66.
  67. 67.
  68. 68. WellcomeMat Video Settings<br />
  69. 69. YouTube Video Settings<br />
  70. 70. Content Distribution<br /><ul><li>Listing Syndication
  71. 71. Obeo & other virtual tour providers
  72. 72. Listhub.com
  73. 73. Postlets.com
  74. 74. Video Hosting & Sharing Sites
  75. 75. WellcomeMat.com – Free, Pro account $25/mo
  76. 76. YouTube.com – Free
  77. 77. Vimeo.com – Free, Business Account $59.95/yr
  78. 78. Brightcove.com - $99/mo to $499/mo
  79. 79. Video Sharing Site Comparison (www.reelseo.com/list-video-sharing-websites/)
  80. 80. Syndication Platforms
  81. 81. Tubemogul.com – Free, Business Account $50/mo
  82. 82. TrafficGeyser.com – Free Trial then $97/mo
  83. 83. Video Syndication Service Comparison (http://www.reelseo.com/upload-multiple-sites/10128/)</li></li></ul><li>Listhub.com Syndication Channels<br />
  84. 84.
  85. 85. Social Media Site Exposure<br />
  86. 86. Obeo Tours as Video <br />
  87. 87. Social Media Exposure<br />
  88. 88. Obeo Tours as Video <br />
  89. 89. Obeo Authorized Distributor<br />
  90. 90.
  91. 91.
  92. 92. Measuring Marketing Effectiveness<br />
  93. 93. It’s all about Eyeballs!<br />
  94. 94.
  95. 95. WellcomeMat.com Viewership Report<br />
  96. 96. YouTube Insight Report<br />
  97. 97. Thank You!<br />

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