At Last Real Estate is Going Virtual.

Since lockdown there has been an awakening within the industry, an awakening to the benefits of video, social media, and virtual tours. It seems, at last, that even the sleepiest of agents have come to realise the value of the moving image. Indeed this renaissance has been so noticeable that The Property Ombudsman have felt [in the midst of a global pandemic which has to all intents and purposes shut down our entire industry and which threatens 1000s of jobs] that they needed to issue “guidance” on the potential legality and pitfalls of agreeing tenancies or indeed sales via video or virtual tour. Officialdom it would appear remains an essential service!

Rightmove have also noticed the phenomenon and have swiftly released a new “badge” which attaches to listings highlighting the availability of an “Online Viewing”. It appears however that the term “online viewing” may require some more clarification, as the quality of multimedia content which is passing for an “online viewing” is somewhat broad to say the least.

So let us take a look at the various forms of multimedia content that have been passing off as online viewings since lockdown.

The Carousel Perhaps the least effective and most disappointing content, the carousel is in short, a slideshow of the property photographs set to music and if you’re lucky some accompanying text. It’s usually easy to create, either on your phone or indeed via a website. Typically carousel’s are used in social media in order to entertain, however its’ usefulness as an online viewing is limited, especially as most buyers will have looked through the same photos, in better quality, before they see the video.

The Carousel+ Typically created by a more technically advanced agency, the carousel+ is the same as the carousel, but with some video content attached. This might include stock imagery or footage taken in the property or in the local area. The carousel+ is again primarily used in social media to give a snapshot of the property in a short entertaining clip and is best used on social media for promotion.

The Professional Trailer

Like the trailer to a movie, and almost as expensive to produce, these clips are typically 1-2mins long and can involve a cast, props & drone footage. Typically set to appropriate music they can genuinely provoke an emotive response in viewers and encourage enquiries. Like the carousels they are created for promotion and social media.

The Recorded Video Walk Through

Perhaps the first legitimate attempt to give potential buyers a way of seeing inside the property without them actually being there. Typically shot using a phone or in some cases by a professional photographer, they record an external and internal walk around the property. The footage varies from the wobbly to footage which wouldn’t look out of place on a midday property programme.

The Live Broadcast

A solution for our times, this typically involves a WhatsApp or FaceTime video call whilst the agent or vendor walk around their property showing off each room. Naturally, this enables potential buyers to ask questions or indeed allows the agent to “sell” the property and its features.

The TPO recommend that such viewings are recorded for all party’s protection.

The Virtual Tour

Perhaps best in class, the virtual tour or showcase is a 3D virtual recreation of the property, shot using a compatible Matterport camera. These virtual tours have been around for some time and are popular in the US but are now gaining traction in the UK, especially as the technology is improving all the time but especially given our current predicament. They enable potential buyers to take control of their viewing, controlling the camera in their own time. It enables them to admire the view from the bedroom window, take measurements and experience the property as it is. Agents can also label property features and points of interest. This is as close to actually visiting the property as buyers can currently get, without actually being there.

The more technically proficient agents can accompany viewings to answer any questions and indeed “sell” the property via video conference call.

Of course we can all appreciate that businesses will not have had the opportunity to organise or shoot quality video footage or virtual tours before lockdown, and in this testing environment who can blame any agency for trying their best to engage their audience to the best of their ability and with the limited tools they have to hand. However, with the end of lockdown looming, but with the prospect of strict social distancing rules likely to remain in place for some time, it's important that as an industry we provide the very best solutions. Solutions which both protect clients and staff, but which entice and encourage vendors, buyers, landlords and tenants alike back into the market.

We are currently offering delayed payment terms on our services, so please do get in touch if you think you or your agency might benefit from our services.

info@londonvirtualtours.com | 07969 692 574