The number of competing Property Marketing and Video Technologies is vast, with highly diverse products that for Agents can feel a bit like comparing apples and oranges and leave the head spinning. Although many of these products ultimately achieve different results, unfortunately they tend to come out of the same budget bucket being property marketing. These technologies vary from standard video, interactive video, video slideshows, 3D renders, property walkthroughs (real and virtual) etc.
Given tight margins, usually it is a “one or the other” decision and typically the products available aren’t a silver bullet or a one size fits all application given varying budgets, price ranges for properties, vendor expectations, leasing vs sales marketing etc etc. There are also a range of stakeholders and subsequent objectives driving overall sales or leasing process some of which include:
+ The Agent - trying to showcase their properties, their brand and to streamline the sales / leasing process.
+ The Vendor - wanting to get maximum exposure, differentiation, bang for buck and showcase their specific property features.
+ The Potential Buyer / Tenant - seeking efficiencies in browsing properties and being able to easily access property information / features and contact Agents.
In considering all of the above, the highest level of due diligence would include evaluating each technology’s analytical data to determine key aspects; Such as how well it engages with the user and to what extent, how many enquiries and clicks to agents occur, how it enhances the over user journey and how property features are promoted. At the very least it is worth considering each of the stakeholders through the marketing and sale process and how well the technology engages them respectively, showcases key features or streamlines the overall process to determine what kind of return on investment can be achieved on the technology and how well it is aligned to the overall brand.
Full Disclosure - Hopefully you are aware of our brands and product offering; we have developed a range of interactive video products specifically for the Real Estate Industry. We recognise the undeniable nature of video to immerse and engage the user / audience and its ability to accurately showcase property features. Coupled with direct access to property features and incentivised actions to contact and interact with the Agent we find the medium to be the most scalable, affordable and engaging ranging from slideshow videos integrating property photos through to high budget property videos integrating interactive elements to further immerse the potential buyer.
Contact us to find out more to get help in weighing up your technology options or rolling out scalable video that provides solid ROI.