The 6-Step Process

1
2
3
4
5
6
Step 1: Narration
Real-estate

Narration

Step 1. The content of your business video can be greatly improved when it is based on marketing research. Biveo has conduced marketing research surveys for each industry. Your industry's survey results link can be found under the industry headline below. Also below is a list of interview questions and script template. Modify as needed. Scripts are more concise. Interviews are more natural and require less preparation.

Interview Approach

What to Do: Choose the questions that best suit your small business.

How it Works: The videographer asks the narrator the questions as if in an interview. The spoken questions, as well as "um"s and pauses are edited out later.

Real Estate Agents & Listings

Agents, Rental Services, Appraisers, Property Managers

Real Estate Agent Survey Results: 86% of customers want owner narration in the video; 10% are indifferent; 4% do not want narration in the video.
Real Estate Agent Video Length Limit Average: 142 seconds (2:22)

Interview Questions

  • What is your name, occupation and what are you specializing in or developing right now if anything?
  • My name is Jane Doe and I am a real estate agent specializing in residential home sales in Eastern Tennessee.
  • How long have you been in real estate, and is it your full time job?
  • I’ve been selling homes for 8 years now. I currently work part time, and I have the availability to work full time as demand in the housing market increases.
  • What designations, certifications or education do you hold?
  • I am certified as a CRS, ABR and SRES, and am a member of the NAR.
  • What services do you provide your clients?
  • Aside from selling your home, we provide our clients negotiations escrow, paperwork and contingencies services for an easy, seamless process.
  • What type of marketing approaches do you use to sell a home?
  • We market with thorough internet and printed marketing saturation, as well as being very available to clients. We promote of open-houses where appropriate.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • The key to success is understanding what your buyer wants, and I do that by taking great care in photos used, making sure they are shot from the right angle, the right distance to show your house in the best light, and include the most concise text to go with them.
  • What sets you apart from other agents?
  • I offer a lot of flexibility and won’t invest as much time in open houses and other low return-events if you prefer paying a lower commission. This is especially appealing if housing demand is strong.
  • How many homes do you typically have listed, and many homes did you and your brokerage sell last year?
  • The average homes sold per broker in the US is about 5 per year. I sold 3 working part time in 2015 due to demand, and my firm of 6 realtors sold 42.
  • How many days does it take you to sell a home, and how does that compare to others?
  • The average time a home is listed before it is sold is 50 days in the US. Our firm averaged 55, though that average may have been thrown off by the sale of a few low demand land plots.
  • What are some of the most interesting things you’ve learned while providing your service that helps you better assist your customers?
  • One of the most important things we do to help move a home more quickly is provide exterior photos from a distance and video tour online, as well as staging and cleanliness.
  • How does the service process work for new customers?
  • Contact us for an appointment. We’ll come out, photograph your home, perform an assessment, and provide you with an agent agreement to review. We’ll take care of everything from there.
  • Share some expert advice.
  • You wouldn’t believe it, but homes actually spend l0 days less being listed in the winter, so you don’t necessarily have to wait for summer if you plan to move.
  • Give customers your name and invite customers to do business with you.
  • My name is Jane Doe, and I look forward to working with you!

Optional Questions

  • How do you receive most of your customers?
  • What is one of your proudest achievements of your business?
  • How did the business find its beginnings?
  • What do you love about your job?
  • Do you have any special software or tech that is not commonly used?
  • What do people seem most impressed by about you?


Copyright 2018. Permission to repost with crediting link to Biveo.com.

Things the Videographer Says to the Narrator Before the Shoot

Getting your business owner comfortable in front of the camera is one of the most important aspects of your video. Studies show that how you say it is more important than what you say. You want your subject to come across as relaxed, happy, confident, approachable, enthusiastic and eloquent. Move the camera back. Try to make the process fun for them. Shots of the subject smiling and laughing will be among your best shots. Show interest in what they are doing. Stay positive with yout feedback. Have them do an over the top take to help boost their enthusiasm if needed. Reference 10 Techniques for Getting Your Subject Comfortable in Front of the Camera.

  1. Speaking on camera is easy. If you have experience speaking face to face at work, it will a breeze to look good on camera. And for any reason you don’t like the way you look, we can just use the audio.
  2. There is no reason to be nervous. Most of what we are shooting will only be used for the audio as shots of your business will be shown while you speak in the background.
  3. This should only take about 20 minutes, but there's no hurry. We can redo it until we get you looking your best.
  4. Look at the camera person, not the camera lens. Imagine you’re having a conversation. Or if your marketing calls for a script that is geared toward speaking directly to your customer, and warrants looking directly into the camera, look past the lens. Visualize your audience.
  5. Answer interview questions off the top of your head. (If you are reciting a prewritten answer, or using the modified script approach, try to recite the lines to sound as if you are answering the questions off the top of your head.)
  6. Your first take is often your best take because it is the most natural. So if you make a mistake, or "um" or pause, just keep going as these can be edited out.
  7. While answering, if you think of a side point, talk about it even though it wasn't asked. It is good to go off on a tangent.
  8. Include the question in the answer. For example, if asked, "How long have you been in business?", instead of answering "6 years”, answer "Smith Roofing has been in business for 6 years."

After the interview is complete, watch parts of it back, and show the client how they are coming across. This will help them do it again with more confidence and enthusiasm.

1
2
3
4
5
6
Step 1: Narration
Real-estate

Modified Script Approach

For tighter control, and more thorough analysis of your business's strengths while still sounding conversational, use this modified script approach.

What to do: Use the following script as a starting point to develop a custom Insert your company's information and philosophy into the following script template. Keep what works, remove what doesn't. There is about 2 minutes of script below, most videos only need to be about 1:15.

How it works: The narrator recites the script one sentence at a time as if speaking to an interviewer, repeating each sentence until it sounds natural.

Script Template

Narration: 86% of customers want owner narration in the video; 10% are indifferent; 4% do not want.
Suggested Maximum Length: 142 seconds (2:22)
See full survey results for What Consumers Want in a Real Estate Agent Video.


[Nutshell/Niche/What Makes You Unique]
Hi, I’m Mary Jones. I have been specializing in residential real estate in Springfield with Smith Realty for the past 8 years and have been working in real estate for the past 16 years. I work primarily with first-time buyers and sellers. One of the things that sets me apart is that I have a background in marketing which helps me get the word out in the most places and in the most appealing way to help you sell your home faster.

[Technique/Philosophy]
There are 3 things you can do to improve the chances a timely sale: Promote it well, present it well, and price it well. I have a well-developed system for all three. I also screen potential buyers before they enter your home; am trained on the art of closing a sale, and take care of all the legal agreements and obligations [Show the list]. I follow Springfield’s real estate trends so I can advise clients where they will likely maximize their returns.

[Verifiable Testimonial]
Local School Teacher: We hired Mary to help us sell our first home and buy a nicer home across town. She was extremely well-organized and worked very hard to make the selling process quick and easy for us. Just as we found a buyer, we put an offer in on our new home and were able to complete both transactions at the same time making it very easy.

[Results/In Closing]
I am completely committed to delivering results to make life a little less stressful for you. The average real estate agent in Springfield sells 12 homes per year, I have sold 15. The average number of days a home sits on the market is 65 days, my listings have averaged 42 days. Contact me today and let’s set up a meeting to go over your options.

Top 6 Script Content Tips

  1. Focus on the honest facts. Instead of saying "We are the best", try to give specifics such as, "We were recognized for providing great customer service by...", or "We performed serviced over 400 customers in 2015", or "Our staff is trained and certified by...".
  2. Good customer service is the most important thing to most customers. Demonstrate your level of customer service in your video. (Responsive, Accommodating, Knowledgeable, Flexible)
  3. Focus on the facts that show how you are different from other services. What is your niche?
  4. Demonstrate Candor. Do not try to portray your company any differently than how it truly is, and don't hide what your company truly offers. Use negatives to your advantage. For example, older equipment has the advantage of showing lower overhead and lower cost to the customer. What you think may be a negative can actually be a positive. Just be honest.
  5. Understand your niche and target your market accordingly. A portion of customers shop for the lowest price, a portion shop for the highest quality service. Charge fairly for the level of service you offer. Do not try to charge large corporation rates if you are a small local business. Do not drop your price to bargain hunters. Accept that you cannot win every customer that contacts you.
  6. If you are set on presenting your business by telling a story, be careful not to be self-congratulatory. Instead, focus on how your story benefits the customer.


Copyright 2018. Permission to repost with crediting link to Biveo.com

1
2
3
4
5
6
Step 1: Narration
Real-estate

Suggestions?