At the Shoot
Depending on what you want to do with the video—listing
presentation, market overview, financial analysis, or something else—you need to choose the right location. Should it be
filmed in your conference room, on site, or at someone else’s
office? Moving to a different location means transporting the
equipment and arranging for people to be there.
This location will need to be quiet, have good lighting, and
have a backdrop that is not too distracting or obnoxious. You
want the viewers to focus on your message, not your backdrop.
Eliminate any possible noise sources such as phones, entryways, or extra people. Cell phones and Bluetooth headsets can
interfere with your camera, microphone, or speakers. They
should be turned off or kept a few feet away during production.
Experiment with different locations and effects until you are
happy with the results. Test your audio and video constantly.
You do not want to wait until you are finished to discover there
was an issue in the production.
The Right Medium for the Message
What motivates people to watch your videos once they receive
a link that says you’ve posted a new one? First, don’t waste
people’s time with the video equivalent of Tweets about what
you’ve just had for lunch. Present something your client would
be inclined to watch. We’ve found that people are more likely
to respond to personal marketing videos of yourself, your
team, or a colleague tackling topics of common interest, rather
than to property marketing videos. Full 360-degree panoramic
views no longer hold people to the video. This effect can be
achieved with a still camera and software that turns still pic-
tures into video. We already to that, and we post views on our
Web site along with still shots. That is where they belong, not
in a video presentation trying to motivate clients to buy or