Real Estate Video and The YouTube Generation

Mark Schow – Mediamax, Inc.www.MediamaxMarketing.com

Visual Content Marketing

The creation, tagging and distribution of multimedia content with the purpose of engaging current and potential customers via the Internet.

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.

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.

Visual Content Marketing

• Marketing Goals• Dominate Google search results• Establish yourself as a trusted regional, local or hyper local real estate expert• Generate buyer & seller inquiries

• Real Estate Related Content• Listing Marketing• Personal Branding

• Visual Content Types• Photography • Virtual Tours (Single Property Websites)• Video Slideshows• Full Motion Videos• Screencasts

• Key Wording• Tagging content for Search Engine Optimization

• Distribution• Hosting & Video Sharing Sites• Syndication Platforms

• Measure• Analytics to measure effectiveness

Internet Search Engines

What is the #1 Internet Search Engine?Google

What is the #2 Internet Search Engine?YouTube

Search Engine RankingMarch –vs- April 2010

Video Referring Site RankingAugust 2010

Personal Brand -vs- Listing Marketing

Google Search – Zachary EppsEverything Results

Google Search – Zachary EppsImage Results

Google Search – Zachary EppsVideo Results

Google Search – Zachary EppsVideo Results

YouTube Search – Zachary EppsVideo Results

Yahoo Search – Zachary EppsVideo Results

Google Search – Real Estate Listing Video Results

Google Search – Real Estate Listing Image Results

Google Search – Real Estate Listing Video Results

• Photography

• Full Motion Video

• Virtual Tours & Video Slideshows (Single Property Websites)

• Video Slideshow

• Screencast

Visual Content Types

• Full Motion Video (Keyword Searchable)• Do it Yourself

• Walking Home Tour Example• Market Update Example

• Pro-sumer• Mini Profile Example • Community Event Example• Home Tour Example

• Professional• Video Business Card Example• Home Tour Example• Community Tour Example

Visual Content TypesFull Motion Video

1. Personal Introduction – Video Business Card2. Personal Profile3. Listing Presentation Video4. New listing Announcement5. Open House Announcement6. Customer Testimonials7. Neighborhood Business Owner Interview8. Neighborhood Park or Community Tour9. School Faculty Interview10. Home Staging Profile11. Professional Photographer Profile12. Frequently Asked Questions Video13. The Short Sale Process14. 203k Loan Opportunities15. Charity Activity Profile16. Neighborhood Activity17. Neighborhood Homeowner Interviews

 

Real Estate Industry - Video Ideas

• Video Slideshow• Single Property Website Example • Neighborhood Tour Example

• Creating Video Slideshows• Virtual Tour Providers – Free to $20/listing• Hundreds of Slideshow creation services• Video Editing Software

• Apple iMovie – Free with Mac• Windows Movie Maker – Free with PC

Visual Content TypesVideo Slideshow

• Screencast Videos• Jingproject.com & Screencast.com – Free, Pro Account $14.95/yr• Screentoaster.com - Free• Complete Comparison Chart

• http://en.wikipedia.org/wiki/Comparison_of_screencasting_software

• Home Tour Example• Client Communication Example

Visual Content TypesScreencast Videos

Content Key Wording

Google Keyword Tool

WellcomeMat Video Settings

YouTube Video Settings

•Listing Syndication• Obeo & other virtual tour providers• Listhub.com• Postlets.com

•Video Hosting & Sharing Sites• WellcomeMat.com – Free, Pro account $25/mo• YouTube.com – Free• Vimeo.com – Free, Business Account $59.95/yr• Brightcove.com - $99/mo to $499/mo• Video Sharing Site Comparison (www.reelseo.com/list-video-sharing-websites/)

•Syndication Platforms• Tubemogul.com – Free, Business Account $50/mo• TrafficGeyser.com – Free Trial then $97/mo• Video Syndication Service Comparison (http://www.reelseo.com/upload-multiple-sites/10128/)

Content Distribution

Listhub.com Syndication Channels

Social Media Site Exposure

Obeo Tours as Video

Social Media Exposure

Obeo Tours as Video

Obeo Authorized Distributor

Measuring Marketing Effectiveness

It’s all about Eyeballs!

WellcomeMat.com Viewership Report

YouTube Insight Report

Thank You!