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HouseLens has added a great deal to its listing video services since my initial review just over a year ago.
The latest update involves using video to directly drive lead generation.
The new offering leverages video’s ability to hold attention. You’ve probably seen countless videos that drape their player with obstructive “learn more” tags and banners.
In most cases, these calls to action pull viewers out of the video and often result in unintentional clicks.
HouseLens has smartly used subtlety to solve this annoyance by slowly introducing small, categorized, in-player icons that each represent a different call to action:
- Contact Agent
- Schedule A Showing
- Get More Info
When a viewer clicks, the video pauses and the resulting action (form or web page) appears in the player window. No new page, no new tab and no having to start the video over.
After a user schedules a showing, asks for more information or scrolls through a more detailed landing page, the video resumes.
The in-player contact forms are extremely simple, consisting of only a name, email address and phone number. The email it generates will display for the agent the property being viewed. That’s all one needs to warrant a phone call.
Any email address can be used so if needed, office lead managers or brokers can disseminate accordingly.
There’s real value in capturing the attention and resulting viewer action in the same visual medium. While I don’t have stats, I’m certain countless listing video viewers are lost between the content and the contact form.
The new feature, set to roll out in a few weeks, will be available via subscription for around $35, with single video projects costing $75.
There’s real value in capturing the attention and resulting viewer action in the same visual medium.
These are the types of marketing touches I believe can add tremendous value to real estate video. I’m confident HouseLens will find a number of new ways to leverage it.
How about in-player document reviews? Open house sign-ups? Maybe maps?
There’s lots of potential here, and a strong reminder how about the importance of video in real estate marketing.
Have a technology product you would like to discuss? Email Craig Rowe.
