inhouse #1 Dec-Feb 2017

In the Spotlight
Video Makes Commercial Sense
Video may have killed the radio star, but it’s given new life to commercial real estate,
according to Christopher Mourd, LJ Hooker Head of Commercial.
Residential sales agents and property
managers have for some time been
keen exponents of video for engaging
the market. The multitude of social
media platforms has created a readyassembled
audience. Our social
media feeds are now crammed with
everything from drone flyovers of
stunning waterfront homes, to lifestyle
narratives with more than a touch of
comical flair.
Commercial specialists are swapping
the prestige homesteads for the
spectrum of non-residential property
– everything from warehouses to
strata-office and walk-throughs of
neighbourhood shopping centres.
But commercial agents are valueadding
to their videos. They’re
detailing the leading sales and
leasing results in their marketplaces,
producing quantifiable market
data by themselves or LJ Hooker
Commercial’s research division;
organising key property management
appointments; driving new staff
introductions and more.
Market commentary is as important
as profiling the individual attributes of
properties in commercial real estate
videos. Commercial property clients
– whether they be owner-occupants,
investors, developers or business
operators – seek quantifiable data
to make informed decisions which
de-risk their short, medium and
long-term projections. Commercial
property clients balance everything
from macro-economic outlooks and
tax reforms, to workplace efficiencies,
customer patronage and infrastructure
in deciding their next step.
The engaging nature of video enables
commercial property specialists
to position their and their office’s
capabilities. They may highlight their
activities in asset management or
how they were able to secure a
long-term lease through advising a
landlord on how to re-position their
investment in a shifting economy.
Scroll through a social media feed
and posts supported by imagery –
especially video – attract
true engagement.
Video is a worthy investment to
drive engagement. Sourcing a
professionally developed video
complements the professionalism
of your office – perception is reality.
Embedding graphics, charts and
imagery showcases attention to
detail, quality and pride.
If you’re looking to
produce a video on the
latest smartphone,
consider these tips:
Shoot horizontal.
Hold the smartphone in landscape
fashion. Through television, we’ve
been trained to absorb information
in this manner.
Film close.
Be within three to four feet of
the person being interviewed for
both visual quality and audio.
Being unable to hear someone
being filmed is an easy way to
turn off viewers.
Hold steady.
If you don’t have a tripod, get
your ‘videographer’ to practice
holding the smart phone very
steady. Keeping your elbows at
an equal distance apart helps
achieve this. And don’t zoom in!
Make Dreams Happen 21