{"id":12248,"date":"2010-06-14T07:00:08","date_gmt":"2010-06-14T14:00:08","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=12248"},"modified":"2010-06-30T21:41:13","modified_gmt":"2010-07-01T04:41:13","slug":"video-killed-the-real-estate-star","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12248\/video-killed-the-real-estate-star\/","title":{"rendered":"Video Killed the Real Estate Star…"},"content":{"rendered":"

I love\u00a0marketing.\u00a0 I love the opportunity presented by a brand new marketing campaign to be creative and stand out\u00a0from the day-to-day noise of everyone else.\u00a0\u00a0Unfortunately, most agents don’t share my zeal for marketing.\u00a0 At least, I assume<\/em> they don’t; how else to explain the mind-numbing dreck I see every day.\u00a0 Whether by email, on Twitter, over Facebook, online; even on flyers! (When there are flyers.)\u00a0 Most agents seem to have attended the Detective Joe\u00a0Friday school of marketing: “Just the facts, ma’am.”<\/p>\n

Video affords us a new form of communication.\u00a0 It includes multiple modalities that\u00a0can reach – and interest – many more people than an equivalent, uni-dimensional form of communication.\u00a0 Some people are predominantly visual, some auditory and some kinesthetic.\u00a0 An email loses two of those groups, so does a radio spot.\u00a0 But with video we can reach out to all three groups; we can create terrific visual, we can add sound and we can tell a story that creates emotion.\u00a0 But even with all that going for it, there is\u00a0still a\u00a0limit on effectiveness: us.\u00a0 In the computer world there is a maxim: garbage in, garbage out.\u00a0 That can be\u00a0true of video marketing too, but let’s give it\u00a0a positive spin.\u00a0 Here’s the maxim I suggest:<\/p>\n

CREATIVITY IN, CASH OUT<\/strong><\/p>\n

I expect some might find that\u00a0a little too crass, but never forget: the ultimate goal is\u00a0skinnin’ cats.\u00a0 In any case, my point is creativity.\u00a0 Believe it or not, a marketing piece for a listing does NOT<\/em> have to include all the details; that’s what the single site is for, right?\u00a0 A marketing piece, and especially a video marketing piece, has as its purpose one real objective: TO STAND OUT FROM THE NOISE!\u00a0 Be memorable, make someone laugh; if you’re really\u00a0creative: go viral.\u00a0 This serves the dual purpose of generating interest in what you’re marketing AND\u00a0generating interest in you<\/strong> – the best damn agent that viewer has ever met.\u00a0 Now that’s getting bang for your marketing buck.<\/p>\n

Neither of the following\u00a0two videos is about real estate.\u00a0 Nor, really, are they much about their<\/em> product.\u00a0 But they are creative, they are memorable and they are viral.\u00a0 Look at what Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I love\u00a0marketing.\u00a0 I love the opportunity presented by a brand new marketing campaign to be creative and stand out\u00a0from the day-to-day noise of everyone else.\u00a0\u00a0Unfortunately, most agents don’t share my zeal for marketing.\u00a0 At least, I assume they don’t; how else to explain the mind-numbing dreck I see every day.\u00a0 Whether by email, on Twitter, […]<\/p>\n","protected":false},"author":36,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,5],"tags":[533,41],"class_list":{"0":"post-12248","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","8":"tag-marketing","9":"tag-video","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":13078,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/13078\/want-more-showings-and-quicker-offers-the-secret-source-of-buyers\/","url_meta":{"origin":12248,"position":0},"title":"Want More Showings and Quicker Offers? The “Secret” Source of Buyers.","author":"Sean Purcell","date":"August 25, 2010","format":false,"excerpt":"In a recent comment on his own post: Are you closing on the wrong objectives? The most insidious form of sales call reluctance is proudly racking up empty \u201caccomplishments.\u201d\u00a0 Greg Swann, the author, said this:\u00a0 \"we devote a lot of effort ... to closing on the buyer and on the\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":5249,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/5249\/god-save-me-from-another-real-estate-flyer\/","url_meta":{"origin":12248,"position":1},"title":"God Save Me From Another Real Estate Flyer","author":"Sean Purcell","date":"October 28, 2008","format":false,"excerpt":"Over the past couple weeks I have been reading every real estate flyer I could find.\u00a0 I am sure many of you are asking why I would submit myself to such torture... and you would be right to ask.\u00a0 If I had to guess, eight out of every ten flyers\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3369,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3369\/listing-real-estate-the-bloodhound-way-teaching-home-sellers-how-to-pay-attention-to-marketing-techniques-tactics-and-results\/","url_meta":{"origin":12248,"position":2},"title":"Listing real estate the Bloodhound way: Teaching home sellers how to pay attention to marketing techniques, tactics and results","author":"Greg Swann","date":"July 16, 2008","format":false,"excerpt":"This started out at a response to Jeff Brown in John Rowles' \"dinosaur\" post, but it grew to take on a life of its own. Jeff Brown:Sellers, at least in my experience, have been excellent at discerning one thing \u2014 who produces results.Oh, would this were so! I can take\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":12840,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12840\/are-you-using-qr-codes-on-your-flyers-or-signs\/","url_meta":{"origin":12248,"position":3},"title":"Are you using QR codes on your flyers or signs?","author":"Greg Swann","date":"August 2, 2010","format":false,"excerpt":"Vide: That says: \"Text HOUND9 to 88000.\" If you snap a picture of it with a QR-code-reading client on your smart-phone, it should, in three steps or fewer, take you to a DriveBuy Technologies page for one of Cathleen's short sale listings. If you like good design, QR codes are\u2026","rel":"","context":"In "Innovation"","block_context":{"text":"Innovation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/innovation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":613,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/613\/a-horrifying-thought-experiment-elaborating-on-a-brokerage-business-model-that-could-completely-disintermediate-buyers-agents\/","url_meta":{"origin":12248,"position":4},"title":"A horrifying thought experiment: Elaborating on a brokerage business model that could completely disintermediate buyer’s agents . . .","author":"Greg Swann","date":"November 7, 2006","format":false,"excerpt":"I wrote this this morning, and it's been bugging me all day:Here's a thought: The $99 divorce. It only works where the split is unclouded by children or property. But imagine a $999 FSBO package: The usual MLS-only marketing package with a buy-back guarantee for the buyer. Quoting me: \"From\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1921,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1921\/dogs-playing-poker-what-do-you-do-with-great-property-photos\/","url_meta":{"origin":12248,"position":5},"title":"Dogs Playing Poker – What do you do with great property photos?","author":"Kris Berg","date":"September 12, 2007","format":false,"excerpt":"Greg had asked me to follow up on some particulars of the twilight photos we\u00a0recently commissioned for one of our seller's homes and, specifically, how these shots translated into our brochures. Here goes. As a foreword, I just love this whole conversation because it debunks the argument that all agents\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/12248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=12248"}],"version-history":[{"count":15,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/12248\/revisions"}],"predecessor-version":[{"id":12257,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/12248\/revisions\/12257"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=12248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=12248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=12248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}