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
CCIM.com
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.
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