Ever wonder why businesses use online video? That was a survey question recently posed by PermissionTV.com, and the results may surprise you. By far, the number one reason…cited by over 70% of respondents…was increasing brand awareness.

Advertising experts tell us that developing brand awareness is critical in today’s marketing. So you may ask…what exactly is a brand? Simply stated…it’s something that conveys the personality and image of your company or product. Its primary goal is to trigger immediate, positive recognition…and set you apart from your competition.

Modern day examples of visual branding are numerous. McDonald’s golden arches or Apple Computer’s display of an apple on their products are prime examples. Phrases can also be used in branding. Remember United Airlines urging you to “fly the friendly skies”…American Express reminding you to “don’t leave home without it”…or All State Insurance assuring its customers that they’re in “good hands”?

If you don’t have a brand, and aren’t sure where to begin…ask yourself a simple question. If you were to stop a hundred strangers on the street and ask them the first thing that comes to mind when they hear your company’s name…what would you want them to say? Quality…integrity…experience? Or how about value, creativity, or friendly service? The list could go on and on…but identifying the image you want to publically project is a great place to start. Reviewing your company’s Mission Statement, if you have one, might be a good first step.

And if you’re a bit embarrassed because your company hasn’t identified what your brand …or value proposition…really is…don’t despair. You’ve got lots of company. For brokers and agents….it usually centers on things like customer service, experience, market knowledge, reputation, teamwork, and a host of others. If you’d like to know how to use video to reinforce your brand…whatever it is…join us next time and we’ll pass along some helpful suggestions. Thanks for watching!

Whether you’re in real estate, tourism, marketing, or even fund raising…your video camera can become a powerful tool for recording interviews of all kinds. From testimonials and product reviews to endorsements and instructions…interviews can be highly effective for getting the job done. Here are a few tips to make conduction interviews easier.

Begin by putting the interviewee at ease. Let them know your questions well in advance, and allow them time to practice giving clear, concise answers. Remind them if mistakes are made, you can simply ask the question again.

Next…save time and tighten the focus by having them be the only one on camera. Ask your questions in a way that the listener will know what the question was by the way it was answered. For example, if you ask them what they liked most about the Grand Canyon, they would begin their answer by saying…”What we liked most about the Grand Canyon was….”. That way, there’s no need for you, or your question, to be part of the presentation.

When you begin recording, have them look slightly off camera…as though they are looking at you as you are seated to the immediate right or left of the camera…much like you see on television news interviews. Do not have them look into, or even glance at the camera, during recording. Also remember the so-called Rule of Thirds. Mentally divide the viewfinder evenly into nine equal squares…using two horizontal and two vertical lines. Then position the eyes of the interviewee at or near where the top horizontal line intersects the nearest vertical line in the upper right or left hand corners of the screen.

Avoid using the camera’s built-in mic whenever possible, opting instead for an external lapel mic. Wear headphones while recording to make sure you detect any popping or scratching from the mic. Record some so-called B-Roll as well, to use as a patch when editing between segments of the interview. Stuff like the person talking on the phone, looking through a folder, shaking hands with someone, or walking through a doorway….anything that would reflect normal business activity for a few seconds while you transition to the next answer. And finally, remember to always use a tripod, and make certain the interviewee doesn’t have a window or bright light behind them.

And last but not least, keep your questions interesting, concise, and well planned. While the mechanics of recording the interview are important, in the end, it’s all about content.

Adding video to your social media recipe is like adding butter and salt to popcorn..it takes things to a whole new level. Countless companies are capitalizing on the new found benefits of using video to market themselves effectively on everything from Face Book and Twitter to YouTube and My Space.

But in return for the widespread exposure, they’re also discovered that in some cases, it also means giving up control over some of their carefully crafted branding. After all, the power of social media lies in the fact that everyone can put in their two cents worth…including dissatisfied customers.

But before you gasp in horror at the very idea…maybe it’s a good thing. Why? Because it’s a win-win. The would-be customer learns about what others think after using your product or service. It’s almost like “try before you buy”. After all, our conventional marketing is a bit biased, isn’t it? Consumers appreciate a source for real life, first hand information. That’s why using video testimonials has become so popular.

If someone posts an occasional bad review, remember to give the audience a little credit. Most of us realize that even the best products occasionally have their critics, regardless of how good they are…because some people are simply impossible to please. What’s important is the consistent, overall impression people have of doing business with you. An occasional malcontent isn’t going to scare everyone away. And when problems do occur, view them as an opportunity to provide outstanding customer service.

The other half of the win-win formula involves your product or service. Simply stated, it keeps you sharply focused on the importance of quality in everything you do. Social media has become a billboard for corporate transparency and public scrutiny. Other people can hang our dirty laundry on the line for all to see, so we best keep on top of things. In the end…it’s a win-win. The accountability keeps you sharp, and the consumer feels more confident about buying your product or service. Thanks for watching!

Those high tech, palm size camcorders keep getting better and better. They’re relatively inexpensive, easy to use, and perfect for showcasing your listings…your neighborhood…your satisfied clients…and even yourself!

The Kodak Zi8 has become especially popular for a number of reasons. It not only shoots in High Definition…but also sports a number of features that set it apart from the competition.
For starters, it’s one of the few mini-camcorders that allow you to use an external microphone, which is great for recording testimonials or interviews. You’ll also find an image stabilization feature that helps clear up the jitters if you can’t record using a tripod. Video quality is razor sharp, and the 16 x 9 screen format is great for real estate applications.

The Zi8 also features a switchable macro option that allows you to film objects and capture fine details extremely close up. You may not need it every day…but it’s nice to know it’s there when you do.

Video is recorded on SD memory cards up to 32 gigabytes in size…enough to capture over 10 hours of action. Recording options range from 1080p high-definition to 720p standard definition at both 30 and 60 frames per second. The camera also features built-in editing and posting software that downloads automatically onto your PC or Mac using a flexible USB connector …making uploading on YouTube or Face Book a breeze.

Power is provided by a lithium-ion battery which can be fully recharged in about two hours using the built-in charger. When shooting in the field, taking along a spare, fully charged battery is always a good idea.

All in all, you’ll find the Zi8 an easy to use “point and shoot” camcorder with excellent on-line reviews. It offers more features than most other competitors…including adjustable mic gain, a face detection option, and video outputs… with cables included…for both HDMI monitors and standard definition screens.

The Zi8 will generally cost you about a hundred and eighty bucks without a memory card…but can often be found priced a bit lower with a little on-line searching. All things considered, it’s a lot of value for under $200, and a good investment to enhance your on-line video marketing for years to come!

The popularity of those palm size video recorders continues to grow. In the last month, we’re seen several new models and brands hit the market. They’re especially popular with real estate agents who can now shoot their own home tours quickly and inexpensively.

At the same time, many users are experiencing a learning curve after realizing there’s more to it than simply “point and shoot:”. To give you a hand, VScreen has come up with an acronym that will hopefully slap some sense into you. No offense intended…but s-l-a-p is what you need to remember.

For starters, the “S” stands for stability. And that means use a tripod. Smooth and steady is what you’re looking for…not something that looks like the Blair Witch Project. And while you’re at it, invest in a tripod with what’s called a fluid head, because it makes panning from side to side, or tilting up and down, much smoother.

Next comes the letter “L”, which stands for lighting. Rule number one…don’t point your camera into direct bright light. The iris will immediately try to adjust by darkening the picture. Instead, shoot with light coming over your shoulder, or streaming in from the side. Lighting up a room with table and floor lamps is usually ok…but watch out for sunlight coming in through large windows.

“A” stands for audio, because whether your narrating your own video tour, or recording a testimonial from someone else…it has to be clearly understood. That means to always speak up, and practice recording voices at different distances from the mic. And speaking of mics…it’s always best to use an external lapel mic if possible. Also, watch out for background noise like air conditioners, traffic, barking dogs, radios…tv’s…and cell phones. Oddly enough, they’re often overlooked during the recording…so always double check .

And finally…”P” is for perspective. These palm size cameras are best for up close and personal…not taping the Grand Canyon or your kid’s baseball game. Remember, those video screens on the Internet are small, so your subject matter needs to close at hand. Above all, avoid the temptation to use the zoom. Instead, simply move closer to the subject you’re recording.

We hope our little acronym will make your video recording a slap happy experience. As always your comments and questions are always welcome! Thanks for watching!

When brokers and agents think of video…the first thing that comes to mind is often a home video tour. And while that’s certainly not a bad idea…another approach can make a major impact as well….and that’s a video tour of the neighborhood. After all, who can forget the top three factors when someone buys a home…location…location…and location.

For starters, don’t worry about trying to include everything in the neighborhood. Begin by focusing on common areas of interest…including schools, shopping, entertainment, recreation, and medical facilities. Libraries, churches, museums, and cultural attractions are also important.

Next, focus on what sets the community apart from others. It may be an area of natural beauty… a well known landmark…unique architecture…historical significance…or convenient transportation.

Don’t forget to emphasize lifestyle issues. The local climate… seasonal sports…proximity to attractions like mountains…national or state parks… the coastline…or nearby major cities are just a few examples. You might even consider interviewing a few local residents willing to share why they enjoy living where they do. Be sure to include broad demographics in your interviews for maximum impact.

It would be good to remember a few technical tips as well.. Avoid the temptation of videotaping from a moving car. Instead, select your targets carefully, park nearby, and carefully frame your shots using a tripod. Shooting on a bright, cheery day is also a good idea…just remember to keep the sun to your back or side. Videotaping during the so-called Golden Hour…beginning about two hours before sunset..can also give a warm, rich look to your footage.

If you’re going to narrate your presentation, we suggest using a lapel mic instead of the built in one on the camera. It’s also a good idea to identify your subjects and itinerary in advance…so you’re not randomly looking for something to videotape…and driving all over town in the process. And finally, be aware of privacy issues…and limit filming to common public access areas. Avoid filming people who are clearly identifiable…unless you have their permission.

Neighborhood video tours can add an exciting new dimension to your local real estate marketing. If you have questions or comments, we’d love to hear from you. Thanks for watching!

Did you know that in the early years of television…tv’s didn’t have remote controls? You actually had to get up to change channels. There wasn’t even a mute button. And speaking of channels…there were only three… ABC, NBC, and CBS.

Today, it’s a different world.. Viewers have hundreds of options at their instant command. If something is boring, viewers move quickly on to something else in a split second. The same holds true of online video…with one exception. Viewers have literally millions of options. Unless you capture and hold someone’s attention, they’re gone in flash.

So what’s the bottom line? If you’re currently using video, or even thinking about using video to market yourself online…there are a few lessons to be learned.

First…quality content is one of the best forms of advertising. Why….because people don’t have to watch it…they want to watch it. It gets their attention because you’re giving them something of value in return for their time. But you may be thinking…”easier said than done”. While creative programming can be a challenge, we have a suggestion…think local. Take a look in your own backyard for items of interest. Local market updates are a perfect way to keep in touch with your data base…featuring information about local interest rates, inventory levels, average time on the market, property values, and more. In other words…information that may be difficult to find elsewhere. Plus, it can be updated every few weeks…giving viewers a reason to keep coming back.

Second…keep it short and simple. A common mistake when producing video is to assume your viewer has the time, or will take the time, to watch your entire presentation. It just isn’t true. Their finger is poised on the cursor…so you’d better keep it both brief and relevant. Anything beyond a couple of minutes and you’re getting on thin ice.

And finally, don’t forget that all important call for action. Invite the viewer to contact you for more information. And speaking of that…
If you’d like more suggestions on local programming…including local market reports…or if you have a comment or question…we’ve love to hear from you here at VScreen! Thanks for watching!

Someone once said that measuring the results of advertising was like trying to nail jelly to the wall. In other words, very difficult and frustrating, if not impossible. But that was before the Internet.
Today’s technology allows you to see exactly how many people your message is reaching, along with how well they’re paying attention. For high scores in both those categories, online video has emerged as the hands down winner.

For those who may be skeptical, it’s all in the numbers. Earlier this spring…for the first time ever…viewing video comprised over half of all Internet activity. Over half…and the numbers are still growing. And when it comes to online searches…the world’s number two search destination, You Tube, is comprised totally of video. In fact, the Wall Street Journal said the number of videos hosted on YouTube has gone up from about 6 million in 2006, to over 80 million in 2009. This year, that figure is expected to easily top 100 million.

What does it all mean? The numbers point to the overwhelming popularity and growth of online video. According to comScore, 178 million online viewers watched over 33 billion videos in December of last year…a number two billion higher than the month before! In addition, information and entertainment continue to be among the leading categories of video content.

For the real estate industry, the implications are clear. The question shouldn’t be if you’re going to adopt video as part of your online strategy…but rather how and when. Answering both is relatively easy. The “How” can be summed up in two words…Social Media. It’s the most popular online strategy for not only reaching people, but driving them to your website. And nothing empowers Social Media better than video. The “When” is easy to answer as well. It all depends on how long you’re willing to fall behind your competitors who are already implementing their own online video strategy.
If you haven’t started yet…don’t despair. VScreen can help you quickly develop an effective and economical array of online video tools and Social Media applications. The hand writing is on the wall…video is here to stay…and growing every day. Why not contact VScreen today for a free, no obligation consultation? We’d love to hear from you. Thanks for watching!

When brokers and agents think about using video as part of their marketing…they usually visualize a home tour, or perhaps an agent profile for their website. Often overlooked is another opportunity that may help make the sale…and that’s an interview with the seller.

If you’re wondering how in the world a video interview with a seller can help make the sale…here’s a few points to ponder.

First of all, they know the home and it’s features better than anyone…and what better way to turn features into benefits than by letting them describe the convenience of the well equipped, spacious kitchen…the comfort of the first floor master suite…or the practicality of the spare bedroom for visiting guests.

Secondly, it’s an entertaining way to add life to what otherwise might be a laundry list of amenities or room dimensions. Let them describe those family picnics in the back yard…or maybe curling up by the cozy fireplace on a chilly evening…enjoyable times around the pool or patio…or serving Thanksgiving dinner in the elegant dining room. Home is where the heart is…and establishing an emotional connection can work wonders in the minds of the buyers.

Next…seller interviews are a great way to spotlight the neighborhood as well. Lifestyle issues…including school systems, churches, shopping, dining, recreation and entertainment…all contribute to the fabric of the community. An accurate, firsthand account from the seller can help build confidence, and enhance value, in the mind of the buyer.

And finally, don’t forget to ask the sellers for a video testimonial once the property has been sold. It’s a great way to enhance your reputation and your marketing…especially with the exceptional opportunities that video provides on social media outlets.

When it’s all said and done, seller interviews are well worth the time and effort…especially when it comes to differentiating yourself from the crowd, and providing added value for your clients.

Keep Video Current

Ever drive by a business and see the same message on their marquee month after month…or even worse…a promotion for Memorial Day sale when it’s the middle of June. Makes you wonder if they read their own sign when they arrive for work every day…or if they ponder the irony of displaying a sign that promotes their ineptness.

Social media…including video…is the same way. If something is expired, outdated, or stagnant, it needs to be replaced. If you don’t…people will stop looking. And when it comes to social media, that can be the kiss of death.

Experts say that social media works best when it promotes an ongoing relationship or dialog with others. And surveys have shown that generally speaking…the more time you invest in social media, the more effective it becomes.

When it comes to using video…that translates into a strategy of multiple impressions over an extended period. Before you worry about breaking the bank with video production…remember that timing is everything. Your videos don’t have to be lengthy to be effective…either for making the desired impression, or for effective SEO. It’s all about planning, careful scripting, and using the right keywords.
Some of the most effective videos fall into the so called “short form” category…and can achieve the desired results in just a minute or two. If you feel your topic is just too involved for such a short approach, break it into sections, and do a multiple part series…ending each session with a brief promotion about the next one. Limit content to a single topic per video, and save the rest for the next installment.

Above all, keep it timely and relevant. And remember, even a well produced video will have a short shelf life when people are constantly looking for new content. Social media empowered with video is a formidable, high impact marketing tool. Be willing to invest the necessary time and resources to develop your strategy right the first time…because first impressions are lasting ones!