Foxtons Imports Audioshows to USA
Following the lead of its British cousin (see Foxtons Does Automated Vodcasts) Foxtons USA has launched video podcasts for all its listings on this side of the pond too.
The technology they’ve built allows these to be automatically generated for each of their listings in their database. They include all the photos from the MLS and a computer generated reading of the listing description.
Foxtons calls these videos ‘Audioshows’ (see Audioshow presentations on Foxtons.com). You can see and example of one here: Telegraph Hill Road, Holmdel
The fact that these are automatically generated for each and every listing in their database is what’s impressive here (it certainly isn’t the quality). And with this offering, Foxtons throws down the gauntlet to the other big brokers to step up their game too.
What this signals to me is that mass production is now a reality in the real estate slideshow and virtual tour game. I suspect in no short order, agents will eventually some sort of slideshow as part of a standard package from their brokers.
So what happens when you’re competing with a product whose price is Zero?
Well, it means the product has becomes commodity, and the margins are razor thin.
Companies like MLPodcast who produce similar shows — better quality, granted — do it manually and as such, are in danger. Technology is bound to close the quality gap eventually.
Real Estate Shows, who also have a very nice product by the way, are probably safe for a little bit longer.
If more and more of the big brokers adopt this sort of technology, and standardize this type of offering, companies offering Ken Burns style slideshows are going to have to evolve in new direction. Full blown video (see Real Estate Video Shoot Out) seems to me to be natural next step.
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- From Real Estate 2.0 | May 11, 2007
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Shaun McLane | May 11, 2007 | Reply
I don’t think this is a surprise to anyone. We all sort of new this technology was out there, but man is it unwatchable. Until the quality steps up, I don’t think this will be a huge contender for MLPodcast and the likes. I know there’s better text-to-voice out there – if they at least changed that, it would be better. The winner, of course, for this situation is the broker being able to mass produce these without raising a finger, and at no cost. So why do we do podcasts of properties? I assumed it was to grab a buyers emotions enough to make them want to see it. Maybe I need to rethink my approach.
John Schroeder | May 11, 2007 | Reply
Another example of “Yeah, We do that too!”
Will this type of service help to sell a home? Maybe…Maybe not. But it does give them one more tool in their tool box at a listing presentation. Offering “video tours” could be the tipping point to get the listing.
ForSaleByOwner.com is now offering video tours as part of some of their packages through WellcomeMat.com.
When do the large brokers jump in?
Michael Price | May 14, 2007 | Reply
I looked at the slide show in your provided link, I believe you mistakenly referred to them as video podcasts. I think it’s important to draw the distinction of what a Podcast is compared to a flash based slide presentation or a basic video link. If the video file generated isn’t an enclosure that can be included in a compliant RSS Podcast feed, it isn’t really a video podcast. There’s a huge difference. An iTunes compliant podcast feed can be submitted to iTunes podcast directory and many, many other directories and search engines specific to the format. Combining a quality presentation with a powerful distribution model is what sets a true Podcast apart from just another slide show or video. Most of the models regarding listing enhancements such as virtual tours and flash slide shows make the assumption that someone is viewing the listing in the first place.
By syndicating and distributing on behalf of our clients, we are providing the best of both worlds. We’re working on interesting automation technologies regarding the creation of our video files, however, it shouldn’t come at the expense of a quality presentation. Granted, our product relies on good photos to start with,however,Using professional voice talent and music as the backdrop of the presentation presents the property and the broker/agent who is marketing it in a much more meaningful way. Providing a true broadcast syndication for our customers is our most important feature and when someone is making that side by side comparison in a listing presentation the winner will be those with the most dynamic marketing tools and the best foot forward presentation.
We’re currently submitting our client broadcast feeds to a network of over 70 different search engines and directories. The impact that has on organic search is nothing short of amazing.