”According to the survey results, the use of a video in marketing a property increases the perceived value of a home by nearly six percent, while professional photography increases the perceived value by nearly 12%. On a $500,000 home, this equates to an increase in perceived value of $30,000 and $60,000, respectively. “…Even though the article is about real estate, I think this is a good example how digital marketing has the potential to increase the “perceived value” of a product/service.

Survey Highlights Impact Of Videos In Real Estate Web Sites Thursday, Aug 28, 2008 7:00 AM ET 

 A recent survey conducted jointly by VHT, Inc. and PropertyPreviews.com highlights the impact that videos and professional photography have on the perceived value of a listed property in a real estate Web site.

According to the survey results, the use of a video in marketing a property increases the perceived value of a home by nearly six percent, while professional photography increases the perceived value by nearly 12%. On a $500,000 home, this equates to an increase in perceived value of $30,000 and $60,000, respectively.

In addition, when asked how likely they were to visit the homes marketed with professional photography, seven times as many respondents indicated that they were “very likely” to visit the home as compared to those who said they would visit a home that showed only property information.

The data also shows that individuals who viewed a video of a property felt the listing would be on the market for a shorter period of time when compared to similar homes.–Gavin O’Malley