Commercial Investment Real Estate September/October 2013 - Page 23

Getting Started If the advantages of video outweigh the disadvantages, the f rst step is deciding whether or not to use a professional vid- eographer. Freelancers can be found via Elance, Guru, or a simple Internet search. Freelance videographer rates can range from $50 to $150 an hour, and the total cost will depend on the video length and editing complexity. O’Reilly also suggests contacting local col- leges or high schools. “If you’re in a city with an arts school or even a high school that has a class with a video project, they can create f oor tours,” O’Reilly says. T ose who go it alone don’t need to spend the entire marketing budget on a camera. “A lot of our guys use DSLR cameras that cost about $2,000 to $3,000,” O’Riley says. DSLRs can not only shoot professional-quality video but also take high-resolution still photos. T e other important piece of equipment is a tripod, which stabilizes shots. A rolling tripod is useful for creating f oor tours. Developing a script and shot list is neces- sary with or without a freelancer. O’Reilly says most of his company’s scripts include four parts: location, amenities, other unique features or selling points, and contact infor- mation. Videos should be concise to accom- modate viewers’ limited online attention span. View T e Space and Buildings On Demand videos range from two to four minutes. To keep a video in that range, each shot should be unique. “You don’t need to show every nook and cranny,” O’Reilly says. Close- ups or panning — moving the camera from lef to right to show a wider angle — add variety. If the building has a view, it should be included too, O’Reilly says. On building tours, “the f rst thing a client will do is look out the window,” he explains. Lighting can make or break a property video. “T e cleaner and brighter the better,” O’Reilly advises. Natural light works best, but artif cial light and video editing ef ects can compensate for dimly lit space. Here to Stay? However a video is created, its benef ts are clear. Potential space users and buyers get a comprehensive look at a property, which helps them decide whether or not to visit in person. And leasing reps and owners have an opportunity to market properties with a controlled message. T at said, adoption of video is still in its infancy. “Some of the more sophisticated landlords are doing video on their websites, but I don’t see anyone doing it at a high qual- ity,” Duggan says. But given video’s potential to increase transaction ef ciency that may not be the case for long. Dennis LaMantia is interactive marketing man- ager at CCIM Institute. September | October | 2013 21