About Don Tracy

Don Tracy has been creating visual content and solving visual communication problems for the advertising, corporate, and editorial markets for over 35 years. In both photography and video production, he gets to the heart of his client’s communications needs and hands back finished content that tells their story and gets results.
17 07, 2018

A Guide to Video Marketing for Real Estate

By |2018-07-19T08:44:47+00:00July 17th, 2018|Blog, Video Marketing|0 Comments

A Guide to Video Marketing for Real Estate

A Guide to Video Marketing for Real Estate - LumaVox

In one average month, producers upload more video content to various platforms than legacy TV networks have created in over three decades! That’s staggering. So of course it’s necessary that real estate agents and real estate marketers address the audience that is demanding this video content.

But where do you start? Here is a guide to video marketing for real estate agents and real estate marketers.

The Property Tour Video

The most important video to start producing is the property tour video.

This is the video that highlights the property listing. It helps create the image in the mind of the viewer of what it would be like to live in the property.

Shows such as those on HGTV will often have a home buyer say something such as, “I can imagine us having coffee out here on the deck”. The property tour video helps create that “coffee on the deck” feeling in the buyer.

The Community Highlights Video

As with the property tour video, the community highlights video helps create an image in the buyer’s mind of what it would be like to live in that particular neighborhood and community.

These are the videos that showcase shopping, recreation, schools, and cultural amenities in the community.

The videos can stand on their own, or you can incorporate community highlights into the property tour video itself, such as we did for the property in this video.

Industry Expert Videos

Are you an expert in the real estate industry? Then let everyone know in YouTube expert videos. Just as you may need a guide to video marketing for real estate, your customer leads need a guide to navigating the real estate buying and selling process. Be that guide!

People will be searching for answers to specific real estate problems, so keep each video to one topic. That will help with getting traffic for searches on that particular topic.

Keep them short. That will help with keeping the viewer engaged until the end of the video. In this way, you’ll be building trust with the viewer. They’ll know that you’re not wasting their time. Therefore, they’ll be more likely to watch another of your expert videos.

Pre-Produce the Video

The first suggestions for a guide to video marketing for real estate were about the types of videos to produce. Now we’ll look at the process of creating and distributing the video itself.

Pre-producing your video takes your vision for the video and plans out how you’re going to execute that vision. The available time and money you have limit your options. In the pre-production stage, you can figure out what’s possible regarding equipment, location, time allotment for shooting as well as editing, and on camera talent as well as voice over talent.

You can read more about video production here.

How to Write a Video Script

The script is the blueprint for how you’ll film your video. With a script, you’ll know what shots you need to get. It will then be much easier to film the video.

You don’t necessarily need to write out every word that will be in the voice over or that your on camera person will say. The script though does need the general bullet points you want to hit in the video, and an idea of what to show in your shots to illustrate each of those bullet points

Here are some key points to keep in mind as you write your video script:

  • Make your video be about one thing
  • Know your audience
  • Write as if you’re having a conversation
  • Write for the stage of the buyer’s journey
  • End with a call to action

You can read more about how to write a video marketing script here.

How to Edit Your Video Content

Editing is the final stage of your video production before you publish your video.

Some key steps in editing your video are:

  • Import and organize the media
  • Edit the dialog tracks
  • Add music tracks
  • Add b-roll clips
  • Edit motion and color correct
  • Add lower thirds and cards
  • Add transitions
  • Export the video

You can read more about how to edit video here.

Film Your Video

A key decision in planning to film your video is what equipment you’ll need and use. The equipment choices range from high end profession equipment to smartphones.

If you’re going to use a smartphone, consider adding some accessories to take the video quality to the next level:

You can read more about equipment to film video on a budget here.

Host Your Video

Next, upload your video to a video hosting platform.

Of course the most popular is YouTube. It’s also free.
Consider using Vimeo if you want more professional hosting options. Vimeo paid plans start at $7/mo billed annually.They also have a free basic plan with fewer options if you want to try out the service.

Promote Your Video

After publishing your video you should promote it to help gain audience.

Promotion platforms include:

You can promote your video on these platforms with both organic postings and, aside from most blogs, with paid advertising.

Of course include the video in the listing itself.

Final Thoughts for A Guide to Video Marketing for Real Estate

More and more buyers are watching videos to help them make decisions in their buyer’s journey. It’s true across all market segments, including real estate. So start today and plan to incorporate video in your real estate marketing efforts!

5 06, 2018

Effective Video Production for Restaurants

By |2018-07-19T08:45:39+00:00June 5th, 2018|Blog, Video Production|0 Comments

Effective Video Production for Restaurants

Effective Video Production for Restaurants

People love watching food videos. In fact, about half of US adults watch them. Moreover, millennials make up a large percentage of these adults. In particular, Millennials watch 30% more food video content than do those in other demographics.

Viewers can be choosing to watch a food video for several reasons. The first is that they’re looking for entertainment. The second, and most important for restaurants, is that they’re trying to make a decision about where to dine.

With this in mind, let’s look at some key points that makes for an effective video production for restaurants aimed at viewers making a dining decision.

Explain That Your Cuisine and Concept Solves a Problem

Viewers who land on your restaurant video will appreciate it if they know that you care about them solving a problem and that you care about what they want.

So instead of saying something such as:

We have the best pizza in the word!

Try:

Our customers are looking for thin crust pizza topped with fresh ingredients.

This lets the viewer know that you understand what they’re looking for and that you want to satisfy their need. This could be the first touch you have with a news customer. By stating the problem you’re solving for them you begin to build trust that can in time turn this potential customer into a long term patron.

Here’s an example we produced. In this case the proprietor is emphasizing the special qualities of  the dining experience his guests can look forward to.

Let Viewers Know About Your Location and Clientele

Location and clientele are two other factors that help a viewer make a decision about where to dine. For this reason, give viewers the general area you’re located in, and paint a picture of the clientele and the atmosphere.

Introduce Your Chef

Be sure to show off your chef! People love to know who is cooking their meal. For example, they want to know about their background and their passion for food. Dining is an experience. Therefore, your chef could be the main selling point in getting new customers to come to your restaurant.

Show Food Being Prepared

Now the most important part. Show the food being prepared!

For example, show the prep. Also show the food in the pan or on the grill. Flame can look great on video, so if you have a dish that flames from alcohol being burned off, be sure to include that. Also, use slow motion where appropriate.

Then show the dish being plated. In particular, show the chef going over the final details of the plating.

This is a great opportunity to show your chef again, this time proudly holding their creation and smiling for the camera.

Highlight Your Staff

Discounts and promotions aside, the first visit people come for the food. The next visit is for the people.

Diners want to feel well taken care of, so show off your staff. Show the smiling faces and show their interactions with customers.

Invite Viewers to Stop in or Make a Reservation

Be sure to add a call to action at the end of the video. If viewers have watched through to the end, they’re primed for a call to action. So ask them to do something and give them the invitation!

State your original problem solving phrase again, and then add a phone number to call or a website where they can make a reservation.

For example:

So if you’re looking for thin crust pizza topped with fresh ingredients. Stop in today, or call us at 555-555-5555.

Video Helps Make People Hungry!

If your video is on sites such as Yelp or Trip Adviser, your viewers have probably found you by using a search. That means it’s highly likely that they’re looking for your type of cuisine. With that in mind, help make them hungry! An effective video production for restaurants will do that. Let them know that you care about satisfying their need and that their dining experience is your number one concern.

Featured photo courtesy of Quentin Dr.