Virtual Real Estate Toolkit

The Power of Video: Virtual Tours

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With so many people spending all their time at home, video views are up around the world—way up. Google reported a significant increase in news-related video views over the month of February; by the 29th, well before the US realized the full extent of coronavirus, there was a 10x growth in YouTube watchtime relative to four weeks prior. Further research shows that by 2021, video will be more than 80% of consumer web traffic.

Video will continue to grow into one of the most essential components of your marketing strategy. See below for a host of offerings that can be leveraged to build brand awareness, increase engagement, and generate continued leads.

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Cinema Style Video Tour

• The quality of video must be an extension of the quality of your craftsmanship. Your filmmakers must be artisans who have operated extensively in the real estate space, to avoid common pitfalls like poor lighting or the dreaded “fisheye” effect. A poorly shot video cannot be corrected in post-production.

• Cinema-quality video footage featuring high-definition, curated vignettes with seamless transitions can be overlaid with logos, brand messaging, and professional voice-overs.

• Broker walk-throughs can also be coordinated, offering detailed tours of model units or individual units for sale.

Following removal of local ‘lockdown’ order

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C L I C K TO V I E W E X A M P L E

C L I C K TO V I E W E X A M P L E

Examples

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Property Highlight Reel

• As documentarian Ken Burns has shown, static images can be strategically brought to life, even when traditional video footage isn’t available (or if your property cannot be readily accessed due to an emergency).

• A video highlight reel, featuring a seamless slideshow of still property images, creates a dynamic visual experience that can be overlaid with logos, brand messaging, and text. Neighborhood stock footage can be strategically deployed to provide strong transitions.

• A 15-second cut can be integrated into your Paid Social mediaadvertising campaign.

As no new footage is required, this can be rolled out immediately.

Availability

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• As 60-Second Slideshow Cut (Landscape)• 30-Second Slideshow Cut (Landscape)• 15-Second Slideshow Cut (Vertical – Story + In-Feed; Paid Social Ads)

Includes

Example

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360º Photo & Video Tours (1 OF 2)

This is a collection of different technologies that serve slightly different purposes.

Following removal of local ‘lockdown’ order

Availability

C L I C K TO V I E W E X A M P L EO P T I O N 1 : D I G I TA L WA L K - T H R O U G HA photographic walk-through of your property allows prospects to move through an individual residence or amenity space at their own pace, experiencing sweeping 360-degree views.

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O P T I O N 2 : 3 6 0 º P H O TO S

More advanced technology integrates with social media platforms like Facebook and YouTube, allowing users to move up and down and left and right throughout a room, by tilting their smartphones and using them as a virtual set of eyes. These high-res, 360-degree photos can be used to showcase individual rooms and amenity spaces and are of higher quality than Option 1.

C L I C K TO V I E W O N FA C E B O O K C L I C K TO V I E W O N W E B S I T E

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For illustration purposes only.Courtesy of Matterport

Examples

For illustration purposes only.Courtesy of MoAR

V I E W O N M O B I L E D E V I C E

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360º Photo & Video Tours (2 OF 2)

C L I C K TO V I E W O N W E B S I T E

C L I C K TO V I E W O N Y O U T U B E

O P T I O N 3 : 3 6 0 º V I D E O

A 360-degree video tour can be leveraged to highlight an entire residence.By combining elements of 360-degree photography with the dynamism of amore cinematic experience, you can include customized elements such asa broker tour.

Note

All 360-degree photo & video tour options allow users to view spaces in virtual reality with Google Cardboard, Samsung Gear VR, and more.

Examples

For illustration purposes only.Courtesy of Uptown Square Apartment Homes

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For illustration purposes only.Courtesy of BBC London

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How to Deploy Video

Please inquire for additional details about the application of each format because they integrate in different ways with the platforms outlined below:

• Social Media (Facebook, Instagram, YouTube, LinkedIn)• Google Maps Listing • Property Listings• Website • E-Blasts• Digital Sales Kits• Rich Media Banner Advertising

Example

V I E W O N W E B S I T E

Illustrative example of how to deploy on your website

For illustration purposes only.Courtesy of HERO Long Island

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Email Marketing

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Email Marketing

In this ever-changing landscape, it’s important to stay in more frequent communication with existing prospects as well as brokers—sharing updates from your sales team and offering alternative services—while providing a medium to showcase your building digitally.

We strongly recommend deploying newsletters two times per month to brokers and prospects alike. Knightsbridge Park will develop a custom newsletter template on your behalf for distribution via MailChimp; this template can then be easily updated with copy and imagery, allowing for flexibility with respect to creative, messaging, and timing for distribution. Content pillars may include virtual open-house schedules, video tours of featured residences, notable press, building milestones, and amenities highlights.

Not only are newsletters an excellent way to cross-promote virtual content housed on your website and social channels, but email marketing campaigns produce higher engagement and more qualified leads.

Immediately.

Availability

Example

D U E TO T H E L E N G T H O F M A N Y E M A I L S, M O S T E M A I L S A P P E A R I N C O M P L E T E I N T H I S D O C U M E N T.

P L E A S E A S K F O R D I G I TA L V E R S I O N S F O R F U L L V I E W I N G.

W W W. W R K PA RT N E R S. C O M | 9 1 7 . 4 1 4 . 5 4 8 0

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Digital Ads

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Banner Advertising & Social Media

As your strategies shift, it’s important to update advertising creative accordingly, adjusting calls-to-action across the board. With this in mind, we recommend changes to your existing Display and Banner ads, encouraging users to take actions like “Schedule a Virtual Tour Today.”

In addition to Banner ads, we recommend updating creative across Paid Social campaigns, overlaying images with bold copy, which prominently calls attention to your virtual tour capabilities.

Immediately, with concierge support from Knightsbridge Park.

Availability

Example

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Additional Digital Resources

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Additional Digital Resources (1 OF 3)

In addition to the above, we want to arm your sales team with external resources to succeed in a remote environment. See below for recommended platforms and consult your Knightsbridge Park account manager if you have any questions about functionality. Knightsbridge Park has resources available to assist in the setup or management of these platforms:

Example

V I RT U A L S TA G I N GWe have the privilege of working alongside some of the finest renderers in the business. That said, you sometimes need a quicker option.

You can use virtual staging to fill an empty residence without relying on stagers or movers. With Modsy, you can work with designers to curate expertly designed 3D spaces featuring furniture from well-known retailers.

M O B I L E M E S S A G I N G

As prospects continue spending more time on their mobile devices, mobile messaging solutions are becoming essential. With Attentive, your sales team can efficiently create and curate a list of prospects, sending personalized text messages about virtual open-house schedules, available units, and project milestones, while also engaging in two-way text conversations to answer frequently asked questions.

3D-Rendering

Formilla is a powerful customer service tool that provides real-time support combined with Artificial Intelligence to generate sales leads via live chat. Additionally, the platform offers targeted email & in-app messaging to keep customers engaged.

In addition to chat support on your website, Facebook business pages also have the ability to connect your social customers with live agents via platforms like Heyday. Heyday’s all-in-one hybrid chat solution allows your sales team to engage with leads in real-time through Facebook Messenger. The tool can automate up to 80% of inquiries and then direct customers to live agents from your sales office. All messages will be aggregated under one seamless platform, giving your team a single, unified view of customer inquiries across channels.

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Additional Digital Resources (2 OF 3)

Now more than ever, it’s important to break down all potential barriers between a lead and your product. Timely, personalized engagement is essential. Therefore, we encourage you to consider integrating a live agent chat feature as part of your online communication strategy.

C H AT S U P P O RT ( W E B S I T E & S O C I A L )

W E B S I T E

S O C I A L

Example

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Additional Digital Resources (3 OF 3)

V I RT U A L O P E N H O U S EOver the next several weeks, it will be imperative to offer real-time virtual tours, open houses, and appointments that are accessible through video chat platforms like FaceTime, Google Hangouts, Zoom, or Skype.

Open houses can be streamed across platforms like IGTV, Facebook Live, and YouTube.

Please consult your Knightsbridge Park account manager if you need any recommendations about how to coordinate these efforts.

FaceTime Google Hangouts Zoom

Skype IGTV Facebook Live

YouTube

Our services are meticulously tailored to your brand's vision and needs—we don't believe in a cookie-cutter approach. Everything we do is meant to improve your property’s digital presence in an economical fashion.

Please contact Knightsbridge Park to schedule a creative intake call to better assess your needs and discuss a bespoke menu of services.

212 858 9590 — info@kbpark.com

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