Online video in the real estate industry
Stephen Warley February 16th, 2007
I couldn’t agree more with Cory (below) about the dangers of looking at selling online video based on CPMs alone. To make the big bucks you have to think more like a radio salesperson, who are use to selling concepts, not just the numbers. Some emerging examples of how to make money off online video in this way are occurring in the real estate industry. Wellcome Mat (below) has been referred to as the “YouTube of real estate,” enabling anyone to upload video about a property they are trying to sell. And there’s Online Walk Thru, more of a niche play focusing on luxury properties. Finally, there’s TurnHere.com, less focused on real estate and more on local neighborhoods. The point here, don’t just sell advertising, sell a complete marketing solution. There just has to be a better way than those annoying preroll ads. Don’t ya think?
The Wellcome Mat video player showcasing a NY apartment. Click the parts of the property to jump to that section of the video. Very well done.


12 Comments Add your own
1. John Schroeder | February 16th, 2007 at 3:03 pm
WellcomeMat has a fantastic product. The user interface is fairly simple to use and the chapter feature is very cool. I’ve been looking for a way to post video listings online for a long time.
2. Alex | March 11th, 2007 at 12:30 pm
The Wellcome Mat video showcasing a NY apartment is a good example of poor video - and the importance of doing things well online in the video realm. The property shown off just looks dark. It appears little attention was paid to lighting the apartment. Even the last moments with the interviewer, his face was shadowed. If not done well, it will keep people from making house visits..
3. Barry | March 19th, 2007 at 11:46 am
I agree with Alex, the Welcome Mat videos look pretty bad. I will say the peices I saw on onlinewalkthru were pretty nice. However I think that welcome mat is for the masses and onlinewalkthru is for the best of the best. Good to see online video gaining ground.
4. Colin | April 15th, 2007 at 5:45 pm
I own a company that specializes in high quality video but with a technolodgy that plays streaming HD. Download the plug in thats required to play it in WMP and see what you think. We plan on going national soon
5. michel | May 15th, 2007 at 1:26 am
Marvellous offer,here is the stories to transact and proof to grant u a vivid place,for instance an amazing profit.Log on this site!
6. michele | July 2nd, 2007 at 7:07 am
Don’t forget that the videos you see on WellcomeMat are produced by a videographer, not WellcomeMat. Many of the real estate videographers out there don’t properly stage or light the listings. I use WellcomeMat and provide them with high quality video and love their site. You can’t judge a website like this based on one video. Blame the videographer for crappy work, not WellcomeMat.
7. Carson Coots | August 17th, 2007 at 1:05 pm
Shooting a video of a property is a lot harder than it seems… Between the shaky camera, varied light levels, and horrible audio quality, the end result can be ugly. I think that ambitious realtors will try it out, and then re-think the game plan. I feel this is something that will be passed to local professionals in the future. And it will be reserved for high-end properties. Nobody wants to pay to produce a video for a $150,000 house.
8. Phil Thomas Di Giulio | August 27th, 2007 at 9:02 pm
Alex, you bring up a great point about the quality of this particular Videographer’s shoot. I was actually on site for the tour. The videographer in question was shooting his first real estate video. He also happens to be an award winning commercial art director
While perhaps this video is a bit on the dark side and the audio is off, he’s gone on to shoot quite a few more video tours and has gotten MUCH better at his craft. Likewise, so has the agent (Doug) who hired him. In fact they now shoot a tour for just about every property.
The short story is that we (WellcomeMat) encourage people to try. You’re only going get better at what you do. If and when you realize video is not in your core competency, don’t fret… hire a professional videographer and bring your place to life.
Barry, while yes OnlineWalkThru caters to the luxury market (I love their work) they are a much different model than the Mat. WellcomeMat is not a production company. WellcomeMat connects production companies to realtors, brokerages and local business owners looking for help producing video. While yes we are for the masses, we believe (in due time) the cream will rise to the top.
Michelle, rock on!
Carson, yes shooting video can be hard. That’s why there are pros available to help us all. You’re correct, in the short term we’ll probably see video production targeted towards higher end luxury homes. However, let us not forget what generation is next up to bat. To them, online video is not representative of some great paradigm shift in time and space rather… it’s all they’ve ever known.
Last thing, the same guy who shot the video in question, shot this tour [Click my Name above, I could not link inside comment box]. The apartment sold after being viewed only five times!
Thanks everyone! - Phil
9. Sandy Schweiger | November 26th, 2007 at 2:49 pm
I think that video was fine as an example for the agent doing it on there own. Currently video is costly so agents are left with there own abilities If you only post the costly and fancy videos it will drive the masses even farther back. Let the try without judgment that’s how tube got started.
Sandy Schweiger
10. Phil Thomas Di Giulio | January 8th, 2008 at 3:01 pm
You said it Sandy. That’s the attitude we want! Just like like Chef says in Ratatouille, “Anyone can cook!”. Does that mean everyone should? I’d say that’s up to the individual. Not for us to decide.
So keep on cooking everyone.
11. bob | January 21st, 2008 at 7:23 pm
I was a realtor. I started realestate video tours about 15 years ago. It didn’t take off. My concept was a bit different than what I see online today. I would shoot the agent doing a talking walk through, I used a radio mike, to eliminate cords. Since the tour is shot live, there is little editing to do. Just make sure that the realtor works from a script, not adlib. You can shoot a house in twenty minutes. It’s also an ego trip for the realtor, being in all their videos. The first ones can be rough, but you’ll improve. The way I got started was to give the agent the first one if they would buy two. You may have to give several away to start marketing your services.
12. bob | January 21st, 2008 at 7:30 pm
Something I left out, always use a tripod. Powerpoint tours are also useful. I am considering starting up my video services again, now that I am retired. But I think I think I will use the same concept, of talking video tours. But I will concentrate on The 250K and above houses
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