Online homebuyers make videos a must for listings

Showcasing listings with videos and virtual tours is a must in today’s real estate market, according to Amy Chorew, real estate trainer and technology expert.

“We’ve been brought up on TV,” Chorew said. “The consumer is expecting a more visual experience. And with YouTube ranking as the second most looked search engine on the Internet, Realtors® need to recognize that people love to look at videos.”

Jane Wells Schooley, Realtor®, associate broker and former productivity coach for Keller Williams Real Estate Allentown Market Center, said she believes videos and virtual tours help consumers select a real estate agent as well. “When people start their search for a home, they begin on the Internet. They see living spaces that match with their lifestyle and they call a Realtor®. Visual tours add dimension to their online search. It makes a huge difference.

“I think real estate is a visual industry and our websites have to be a visual experience to get people emotionally charged and excited about what they see,” Wells Schooley said.

Listing and selling primarily resort properties, Robert “Wags” Wagner and his wife Adrienne “Abe” Wagner with Prudential Preferred Realty in Donegal find virtual tours are a must for their properties because 75 percent of their clients live at least an hour away from the property.

“Ninety-five percent of our buyers are shopping online first so we have to put a maximum effort forward to show the property online,” he said. “I think our detailed visual tour is what brings consumers to us. Almost daily we have people calling us while they’re in front of the computer looking at a property and asking for additional information.”

Wagner believes Realtors® are putting their clients at a disadvantage if they’re not using visual tours. “We can see as many as 500-600 views on a property. If I’m not getting at least 1,000 views a month on realtor.com, I’m reviewing our photos or videos to repackage that property. People want to walk through the house completely from their computer and they don’t want any surprises,” he added.

Incorporating video or virtual tours doesn’t have to be expensive, Chorew explained. She said before jumping into videos, Realtors® should investigate what’s available. “Many companies are offering some great virtual tour packages,” she said. “You should see what other agents are using in your marketplace and make sure what you do adds value.”

Great tools are available but Chorew advises taking time before investing in expensive new tools. “Most digital cameras have video capabilities,” she said. “I used my digital camera for a year before I invested in a video camera.” Chorew recommends the Kodak Touch as an easy-to-use camera.

“Sellers are more sophisticated today,” Wells Schooley said. “They want to know what technology you’re going to use to maximize their property and how you can efficiently get a lot of people to see it. We’re handling a huge investment for our sellers and buyers and they have the right to expect us to be highly competent professionals.”