Should you be using video to enhance your property marketing?
Trying to carry on working during lockdowns forced many estate agents to look at using video to sell property as physical viewings weren’t an option at the time. As we returned to normal operations over the last year, videos seem to have gone back to being more of an optional marketing extra but should they be more of a priority for agents and do buyers appreciate them?
When we talk about videos, there seems to be a wide interpretation from agent to agent – some use slideshows of still photos and call it a video, others may still film on mobiles in a slightly Blair Witch style tour. Slideshows seem to do nothing but aggravate buyers whereas filming walkthroughs can sometimes induce seasickness moving between rooms or going up stairs!
The best option from public opinions we have sought seems to be the 360 degree immersive tours where buyers can navigate around the property at their pace and see every angle of each room at will. They are a total viewing of the property’s interior but entirely under the viewers control. For an example of what we mean, have a look at the following link of our lovely Lyndhurst Road family home – https://www.madesnappy.co.uk/tour/1g451g7cf2
You might say why do buyers need a video when floorplans, descriptions and still photos are available? Having extensively trialled various marketing options over the last three years, the primary feedback we have on our 360 videos suggests the biggest advantage is eliminating wasted time for both buyers and agents.
Videos are the most comprehensive way for buyers to quickly decide whether a property is worth their time for a physical inspection – they can see 99% of the property from the comfort of their sofa, leaving only how it feels as an unknown quantity. The number of viewings drops but quality increases markedly – a major win for owners and busy agents alike.
Videos are also the best way for buyers to establish the flow and connections between rooms, saving them flicking back and forth between floorplans and still photos to try and establish what goes where. After the viewing, videos also allow buyers to remind themselves about the property as much as they want by re-watching.
Lastly, videos are perceived by buyers as more honest than agents still photos – they can’t be “enhanced” to the same degree!
Can you sell a house from a video? We have had many occasions of buyers wanting to make offers on the strength of viewing our video tours but our opinion is that you have to feel a property in order to be truly comfortable in making an offer. There is no substitute for standing inside a house and soaking in the atmosphere.
Videos also don’t give a full impression of the relationship of the property to the local area so scoping out the traffic, neighbours, views and so on need to be established by a physical viewing. We think videos make buyers familiar with the property before they attend but they should not replace an in-person visit.
Lastly, videos are not appropriate for every property – being able to see absolutely everything inside the house has its disadvantages for owners if you can’t make the presentation perfect prior to filming.
However, if you’re thinking of selling and you can tidy your belongings away into cupboards, I’d certainly recommend asking your agent whether they can offer a good video in your marketing package.
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