Connecting through videos with Peter Mochie

Eighty two per cent of consumer traffic on the net is video. If you are not doing video, you are not servicing the vendor or your brand. Video is a great marketing tool. It may not sell the property for you, but it's going to get the people to come and have a look.

But appearing on a video and public speaking is very hard for most people. Public speaking is the hardest thing known to humankind. Your heart rate races to 160/90, your adrenal glands start secreting, and you can feel terrified.

Make a connection with your audience

When you appear on camera, we're after authenticity, creativity and originality. Many people think, ‘Oh, 3,000 people are going to see this video. I'm going to talk to 3,000 people’. It's like a shotgun blast. Pellets go everywhere. Talk to one person down the barrel of the camera. Whether it's a loved one, your mother, your father, your brother, your sister, your son, or your daughter. Whoever it is, close your eyes, visualise one person, and have a conversation with one person down the barrel of a camera. You're talking to a mechanical device. If you don't personalise it, it's going to come out as mechanical. Enjoy yourself when you're on camera. Smile.

Practice

Grab an iPhone, put it on the vanity in your bathroom, and just talk down the barrel of the camera and see what you do with your head. Do you tilt it to the side? Stillness is strength in video. If you look at newsreaders, they keep their heads still. However, most people when they're frightened move around because they're nervous and they look like a scared rabbit with their eyes open. So practice, practice, practice. Go and be a master of ceremonies or do a charity auction. Go and do a drama class and see what it feels like in front of people.

Plan

Look at other videos by real estate agents and work out what is right for your audience. Put your spin on it and write your own story.

Ask yourself:

Who am I talking to?

What's the takeaway?

What are you going to say?

Are you going to make it four minutes? No. Make it 90 seconds, because in this day and age, everything is so quick and you've got about 15 seconds before people click on to the next thing. Be succinct.

Write a good script. Have a look at what other people are doing on video. There is typically a beginning, a middle and an end.

Don’t go too fast. You've got to connect with your audience. You've got to be seen as a valued member of the community. You've got to have authenticity. And you've got to be credible. You've got to learn how to be natural.

Don’t just say the same thing, ‘Hi, I'm Peter Mochrie from McGrath’ or ‘I'm Peter Mochrie from LJ Hooker and welcome to this property’. Mix it up.

With his videos, Gavin Rubinstein doesn't say, ‘Gavin Rubinstein’. There's a nice graphic that comes up, ‘Gavin Rubinstein from Ray White’. He says something like, ‘67 Forsyth Street here in Paddington, what a magnificent property. Let me show you around’. And then he mixes it up with his next video. Variety is key.

In the middle section, where most people are shooting the three bedrooms and the beautiful outside swimming pool and the off-street parking for two beautiful cars, make sure that you write a list of those things, so when the videographer shoots it, it's going to be the same as what you're going to say when they do the voiceover.

Don't be cheap

I used to say, ‘Yeah, you can go out and start shooting it’, but I see so many terrible videos out there. Take the Gucci view. Long after the price is forgotten, the quality remains. Remember, what you are putting out on the net, people are going to see forever and they are going to go back.

If I'm selling my most valued possession, a $1.5 million property, I want to make sure that you've got authenticity, that I can trust you, and I take your word. That's the new currency in this world. Your word is your bond. Set your sights higher than just the middle ground and you will achieve a higher ground and that's in price, quality and brand recognition going forward.

Teleprompters are the new norm. Purchase Teleprompter Pro and download it onto your phone. Type in what you're going to say and put your phone on your vanity mirror, and go through it as many times as you possibly can.

Article sourced directly from Real Estate Hot Topics Library.