Commercial Investment Real Estate is the magazine of the CCIM Institute, the leading provider of commercial real estate education. CIRE covers market trends, current developments, and business strategies within the commercial real estate field.
Issue link: http://cire.epubxp.com/i/164181
Getting Started If the advantages of video outweigh the disadvantages, the f rst step is deciding whether or not to use a professional videographer. 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 colleges 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 foor tours," O'Reilly says. Tose 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. Te other important piece of equipment CCIM.com is a tripod, which stabilizes shots. A rolling tripod is useful for creating foor tours. Developing a script and shot list is necessary 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 information. Videos should be concise to accommodate viewers' limited online attention span. View Te 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. Closeups 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 frst thing a client will do is look out the window," he explains. Lighting can make or break a property video. "Te cleaner and brighter the better," O'Reilly advises. Natural light works best, but artifcial light and video editing efects can compensate for dimly lit space. Here to Stay? However a video is created, its benefts 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. Tat 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 quality," Duggan says. But given video's potential to increase transaction efciency that may not be the case for long. Dennis LaMantia is interactive marketing manager at CCIM Institute. September | October | 2013 21