Video marketing and staging go hand in hand and I will illustrate this with a story you may find interesting and helpful.
First, I want to invite you to read my post on my breakthrough into video marketing. You can read it HERE where I talk about what equipment I use to make my videos and the software programs I use to upload and edit them. You may have already read it if you have been following my blog.
But in this post, I want to point out some things you can do to improve your videos, starting with staging.
What is staging?
Staging is the deliberate act of making things look appealing to the eye. It is a marketing tool used by professional stagers and real estate agents to prepare a home to be sold for top dollar and in the quickest time possible.
Before I move to Florida, I lived in Lancaster, Pennsylvania. My family and I lived in a house for 16 years while the kids went to school. All the while during those 16 years, we continued to improve the home with landscaping, a koi pond, a finished basement, a new driveway and roof, new hardwood floors, a renovated kitchen with Corian® countertops and a lot of paint. The home was a gem. I always said, that as long as I had to live in Pennsylvania, that home was perfect.
But, in 2005, our daughter graduated from college, and both kids were gone for good (their choice not mine), and the real estate market had been hot for several years. It was July 2005, we decided to sell this home because we had put in motion, the build job on our home in Florida, and we knew we would be moving there in about 3 years. We could have waited in that house for another three years, but the real estate bubble was about to burst, and we wanted to get top dollar.
I staged the home. Everything was spotless. The glass and sinks sparkled. The table was set for a gathering, there were bouquets of fresh flowers in several rooms, the candles were lit, all the lights were turned on, the beds were covered with new spreads, there were new towels in the bathrooms, the lawn was mowed and the weeds were non-existent. The house was gorgeous!
Now as a former realtor, I knew what to do to sell a house so we put up a professional looking sign with a brochure box and phone number, and then we left for vacation. While we were away, we had several calls from realtors with buyers who wanted to see the home. We came back, and 11 days later, the home was under contract for more than the asking price. The home closed in about 45 days, and we moved to a dump in a bordering town about 17 miles away.
Now the dump, was an old historic townhome in Columbia, PA. There were ceilings coming down, disgusting carpet and pink flowered, flocked wallpaper. The home had been decorated in Victorian style. We ended up spending the next three years, totally renovating the 2500+ square foot 3-story home, including redoing the kitchen and putting down hardwood and marble floors. But we got in done in our three-year timeframe, and then we staged it.
This time, it was April 2008. The real estate market had collapsed. We stuck our sign in the yard on Easter Sunday, and 5 days later the home was under contract for more than the asking price. The home was gorgeous!
So, what am I getting at as far as video marketing and staging go hand in hand?
Here it is… When shooting a video, stage the setting. The last thing you want to do is have a box of Cheerios in the background sitting on the kitchen table, and a stack of dirty breakfast dishes sitting by the sink. When someone views your video, they will be checking out your kitchen, and not be focused on your message.
Also, when shooting a video, do not shoot in a dark room with the light from a window behind you. You become very dark because the built-in light meter on your camera detects the light from the window and adjusts the exposure to compensate for that. In doing so, you look like you’re in the shadows. Have the light from the window shine on your face – then make sure the background is not cluttered.
Two other background suggestions…
- Shoot with a white wall behind you and light shining on your face. This set-up gives a very austere look, one used by fashion models. There is only one place to focus on and that is you.
- Shoot using a green screen as a background and then you can use photo-editing software to replace the green screen with any background you choose, like a picture of Tahiti or the Eiffel Tower.
So, watch how you shoot your videos… as you can see, video marketing and staging go hand in hand.
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