More agents are using video listings for properties valued under $500,000, and many are now produced in different languages, listings site domain.com.au has said.
“It is not just prestige property listings using video but also homes, land and apartments valued at under $500,000,” said Tony Blamey, general manager real estate, Fairfax Marketplaces, owner of domain.com.au.
“This sector is one of the fastest growing price brackets in the adoption of video."
“Real estate agents are also now requesting videos to be produced in different languages, particularly Mandarin, further highlighting the global interest in Australian property. Video is proving to be a highly effective way to highlight the benefits of a property to an overseas audience.”
Mr Blamey, who said the use of video as part of property listings on domain.com.au has grown by over 50 per cent in the past 12 months, is also seeing more vendors request a video as part of their marketing.
“Real estate agents are quickly realising that video has the ability to draw crowds. Stronger auction numbers and higher sales prices are directly linked to the inclusion of video in property listings. Statistics from Domain highlight that property listings featuring a video received a 400 per cent increase in enquiries than listings without video.”
According to Daniel Goldstein, director of Visual Domain, a production company in partnership with Domain added, video has the ability “to capture emotions and give a home personality”.
“It is a much more powerful communication tool when compared with the written word or pictures. Video gives potential purchasers the opportunity to visualise what it would be like to live in a particular dwelling or suburb.”
Visual Domain’s team said an effective video is usually one in which the agent appears, communicating the key features of the property via a walkthrough.
“Consequently buyers obtain a clear understanding of and feeling for the property before they enter,” the company said.
“Lifestyle footage of a local area, supported by music and graphics also help convey the true essence of a home.”