Video isn't just about listings

For the last several months, Vancouver Realtor Ian Watt has been blogging his daily thoughts about real estate by video.

It's a really bare-bones production -- he just props up a small camera on his dashboard and records himself as he drives to and from his listing appointments.

If you haven't seen them, it's one of the most interesting uses of video in real estate I've seen. You can see these video diaries on his Web site at ianwatt.ca. Go watch a few and then come back.

Now, part of the attraction certainly is that Ian has a dynamic personality that's just made for video (and, as a fellow Canuck, I get a kick out of the accent); but, more deeply, I think it's because while watching his videos you get the feeling you're getting a sneak peek into his world, which builds a kind of intimate connection with you and me, the viewers. You really feel like you're in that car with Ian and he's talking directly to you.

Most importantly, the reason Ian's videos work is they hit on three important things in online video. They are short, entertaining and spontaneous; there's no script, so it's authentic and Ian gets to demonstrate his expertise in real time.

One of the big takeaways I got from the Digital Video Summit and REBarCamp last week in New York was that the real estate industry has perhaps been led astray in its thinking around online video. Too much of the focus to date has been on using video to market listings on the Web, but the reality is that may not even be the best or most economical use for video in real estate.

Video is much more than that, and through video blogs, video chat, neighborhood tours and market reports it is a powerful way to build connections with an audience online -- whether that be colleagues, clients or consumers.

Just ask Ian Watt.

Originally posted Future of Real Estate Marketing. Joel Burslem is vice president of content at Inman News.

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