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One agent's example for good use of video...below.



For tech-savvy buyers, real estate agents go to the video

By Katherine Reynolds Lewis and V. Dion Haynes,March 08, 2013
  • Sellers increasingly are using video to market their properties. Real estate agent, James Lisowski, right, of Fulcrum Properties Group, was filmed by videographer Jeff Aitken.
Sellers increasingly are using video to market their properties. Real… (Sarah L. Voisin/THE WASHINGTON…)

Occasionally, when real estate agent James Lisowski is at an open house, someone will approach him and say: "You’re the guy on the video!”

Started about a year ago as a way to stand out, Lisowski’s online video home tours have garnered him and his fellow agents a small following and become an important tool in their marketing strategy: targeting tech-savvy buyers who increasingly are conducting much of their search through their mobile devices.

With the supply of houses for sale at near record lows, the Washington area is in the throes of a seller’s market. Still, Lisowski said, sellers — even amid bidding wars that often give them the upper hand — need to stand out to take full advantage of their position in the market.

"We shoot the video as a tool for potential buyers to get a better perspective of the home’s features and benefits, from room size, character, charm and overall layout,” says Lisowski, an agent at Fulcrum Properties Group.


"We feel we’re a little bit ahead of the curve — we hope to get to be as professional as HGTV,” he added. "It’s amazing how many e-mails we get at 2:30 or 3 in the morning from someone pursuing the listings.”

That’s what Lisa and Chris Jollay, who have enlisted ­Lisowski, are hoping for. ­Lisowski in late February produced a video tour of their three-bedroom, 21/2-bathroom home on Capitol Hill.

The active listings with videos tend to give buyers a better feel for a property. "You can see what the room looks like,” says Lisa Jollay, 42, a federal employee. "Most people nowadays don’t find their home through an open house; they find it online.”

A squeeze on inventory

The real estate business abounds with stories of the crazy market: a ratified contract within five hours of listing a home; 168 offers on a run-down District townhouse; buyers losing offer after offer and starting to become manic.

Three factors are driving the current seller’s market: low inventory, the velocity of sales transactions and competitive pricing, according to Jonathan Hill, president of data firmRealEstate Business Intelligence, a subsidiary of Rockville-based MRIS. Only 6,092 homes were on the market in the Washington area at the end of February, compared with the region’s 10-year average for that month of 12,173.

*NEWS BULLETIN: 

Recent marketing studies show that customers are over 80% MORE LIKELY* to make a purchase after seeing a VIDEO presentation of a product or service.
 *(University of Pennsylvania, Wharton School of Business)