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Field Guide to Using Digital Video as a Marketing Tool

(Updated April 2014)

With YouTube practically a household word and digicams and video-editing software becoming ever more sophisticated and affordable, digital video is suddenly where the action is. Property sellers and real estate professionals alike are finding out how easy and effective it is to create and post homemade virtual tours, neighborhood guides, and other videos to help sell real estate. This Field Guide explores why and how to market real estate using videos on the Web. (A. Siudzinski, Senior Library Information Specialist)


Examples of What You Can Do With Video

Convey value: how associations deliver the value message to members, (REALTOR® AE Magazine, Summer 2013).

Make your e-newsletter a member must read, (REALTOR® AE Magazine, Summer 2013 2013).

Lights, camera, action! How and why to make association videos, (REALTOR® AE Magazine, Spring 2013).

How to go viral with your video campaign,  (realtor.com®, Feb. 26, 2013).

Agent profile videos: don’t wait until everyone has one, (ActiveRain, Jan. 18, 2013).

The best agent video I have ever seen, (GeekEstate, July 8, 2012).

Client testimonial from Adam and Susan, (Hot Property Blog, May 15, 2012).

Effective use of YouTube videos for real estate, (Where to Live, Dec. 22, 2011).

Greatest luxury video of all time?, (Wanna Network, Nov. 2, 2011).

Great example of a marketing video for 92 Sandhill Road, (Geek Estate, Aug. 28, 2011).

Two Minutes with Creig—Why Buy Now!, (Maryland Real Estate News, Mar. 3, 2011).

Palmer Ranch video tour in HD, (True Sarasota, Jan. 8, 2011).


Why Use Video in Online Marketing

Communications and Marketing,  (National Association of REALTORS®, 2014).

Real estate agents turning to video to sell homes,  (The Morning Call, Oct. 6, 2013).

New real estate trend uses Hollywood-like videos to help sell your home, (ABC News, Aug. 28, 2013).

Dare to be different with video, (REALTOR® Magazine, Aug. 2013).

Are you reaping the rewards from utilizing video?, (Realty Times, Apr. 1, 2013).

Big camera conundrum: Buyers want video; You’re not using it, (Florida REALTOR®, Nov./Dec. 2012).

Video email marketing made easy, (GeekEstate, Sept. 26, 2012).

Make video marketing work for your business, (REALTOR® Magazine/Daily Real Estate News, Apr. 24, 2012).

The enormous power of video for real estate agents, (Chicago Agent Magazine, Apr. 23, 2012).

Video is the most powerful yet under-utilized form of marketing in real estate, (ActiveRain, Feb. 17, 2012).

Using real estate video in your business, (realestate.about.com, n.d.).


Getting Started Online

Tips to make you better at video real estate marketing, (Get Bravo, Mar. 24, 2014).

5 tactics for braving the video marketing world, (RISMedia, n.d.).

7 tips to measure the success of video marketing campaigns, (AG Beat, Aug. 27, 2013).

2012 Multimedia: Product Guide, (REALTOR® Magazine, November 2012).

10 ways to use and market real estate videos, (Bigger Pockets, May 18, 2012).

Expert Interview: video marketing for real estate agents, (BreakthroughBroker.com, Apr. 4, 2012).

How to upload real estate videos to YouTube, (Unique Exposure Photography, Mar. 8, 2012).

Getting over your fear of video marketing for real estate, (Andy Gagliano, Feb. 22, 2012).

Where to find free, legal music to use in your web videos, (AGBeat, Jan. 24, 2012).


National Association of REALTORS® Research

Source: The Digital House Hunt: Consumer and Market Trends in Real Estate, (National Association of REALTORS®, Google, Jan. 16, 2013).


Useful Websites

CNET Reviews: Camcorders—Reviews and comparisons of digital video cameras from the technology experts at CNET.

Video Camera Tutorials, (Media College)—Step-by-step guides to various aspects of using a video camera.


Books, eBooks, & Other Resources

eBooks.realtor.org

The following eBooks and digital audiobooks are available to NAR members:

Video Marketing for Dummies (Adobe ePUB, Adobe PDF, Kindle, OverDrive Read)

The Complete Idiot’s Guide to Digital Video (Adobe ePUB, Adobe PDF, Kindler)

Digital Video Essentials: Shoot, Transfer, Edit, Share (Adobe PDF)

Digital Video for Dummies, 4th Edition (Adobe PDF)

The New Rules of Marketing and PR (Adobe PDF, Adobe ePUB, Kindle)

Put Your Business Online (Adobe PDF)

Videoblogging for Dummies (Adobe PDF)

Books, Videos, Research Reports & More

The resources below are available for loan through Information Central. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Central at 800-874-6500 for assistance.

YouTube for Business, (Indianapolis, IN: QUE, 2009). HF 5415 M61

Field Guides & More

These field guides and other resources in the Virtual Library may also be of interest:

Field Guide to Digital Cameras & Photography

Field Guide to Effective Online Marketing

Field Guide to Marketing Tips for REALTORS®

Field Guide to Marketing With Blogs

InfoCentral Blog


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The inclusion of links on this field guide does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this field guide complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.