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Steven Cross
Properties marketed with a video can achieve over 400 per cent more enquiries than a property without video, according to one Melbourne agency.
According to Nick Dowling, CEO of Jellis Craig, the findings were released in the company’s Annual Property Review and show that consumers are embracing a shift to new technology.
“New technology is integral to our marketing campaigns,” said Mr Dowling.
“Using video to present houses to our clients is a powerful tool which has proven beneficial to our vendors.
“In 2012, real estate agents experienced a 403 per cent increase in enquiries on average when their property marketing featured an online video.”
Mr Dowling also pointed to success in other avenues that his company has embraced.
“Designed to provide our clients with the latest market analysis, the Jellis Craig blog attracted 17,252 visitors in 2012, with many of those visitors then clicking through to our website to view specific properties,” he said.
However, Dion Flanagan, property consultant and sales agent at Charlotte Peterswald for Property told Real Estate Business that despite having the option to use video, he prefers not to.
“It’s not just a personal opinion; from my personal experience videos don’t add any value and they tend to be underutilised by the public," he said.
“If you go to realestate.com or any office’s website and see they have video, when you link through to YouTube you can see the views don’t reflect the interest in the property.
“You might have a few thousand views on a listing portal, but the YouTube video will have six or seven views.“
Mr Flanagan believes the time and money could be spent better elsewhere in the business.
“On the backend of YouTube, you can see how long viewers watched your video, and from personal experience I believe the average time someone watches a video of a property to be about five seconds.
“That’s an awful lot of time, money and resources being poured into giving half a dozen people a few seconds of footage, especially when they can get the same information from the photographs of the property.”
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