The Magic of Theater
You’re sitting in a theater. You’re early and start chatting with the person beside you. Over your shoulder you hear whispers of similar conversations and popcorn crunching, shoes sticking to the floor. You come to the realization that you’ll be sharing your personal space with a hundred noisy strangers for the next two hours. But then the lights go down and the trailers start. Everything seems to fade away and you’re able to focus on the film.
How does this happen? How are you able to forget all of your immediate surroundings and focus on the film instead? It’s not the screen. If it were that simple, then our 60 inch television screens would surely block the sounds of our kids fighting and pets whining and there’d be no need to go to the movies at all.
No, you get immersed in the movie because of sound. It is through the direct manipulation of music, dialogue and sound effects that you come to believe in the movie’s manufactured reality and become immersed in it, forgetting your own reality as a result.
How Does this Apply to Real Estate Video?
Real estate videos are typically comprised of images, music and occasionally some voice over but they’re missing the most vital ingredient: sound effects. Sound effects are the key to immersion—they lead the viewer to believe that what they are watching is real and direct the viewer’s focus from their own reality to the reality of whatever they’re watching. Without sound effects, real estate videos cannot establish the reality necessary for potential buyers to truly envision themselves in the home you are showcasing. Let me show you a quick example of how sound effects work to accomplish this immersion.
Below you’ll find two video clips of a tree. These clips are the same except one has sound effects and music while the other only has music. Let’s pretend this tree is on the property of one of your rural listings and you want to use this shot to emphasize how idyllic the location is, how quiet and peaceful the neighborhood can be. Take a look and tell me: which of these two clips transports you to that idyllic rural location in the quiet neighborhood?
As you can see, the clip is not the same without sound. Though the clip looks the same without sound effects, it doesn’t feel the same. That’s because sound effects create a feeling of place rather than a mere visual representation of it. As a result, the viewer can more easily believe in the existence of the reality on screen and become immersed in it.
Allow your Viewers to Hear your Property
Birds, leaves, wind, water—every single real estate listing has an intrinsic, distinctive sound either in it or nearby that you can utilize to better represent that listing to your prospective clients. Think of the options you have. Is there a stream near the property? Then use the sound of water rushing on rocks. Near the waterfront? Waves on the shore. Playgrounds? Children laughing and playing etc. What does the bedroom sound like in the morning with the windows open?
Use Sound to Stand out
As a real estate professional who is responsible for the production of video content on a regular basis, you have a tremendous opportunity to stand out from your competition by putting professional sound effects in all of your real estate videos. Whether you employ a production company or a videographer or simply do-it-yourself, emphasize sound effects in all of your future listing videos. You will be much more likely to immerse your viewer in your listings and make it easier for them to picture themselves living there.