Social media for Atlanta brokerages filming on both sides of the Perimeter

The drive is the building's real address, so film it at the hour that matters

Distance is fixed here and the drive is not, which makes the approach the single most useful thing a camera can record.

An occupier in this metro judges a building by what the commute does to hiring. A site that looks central on a map can sit behind a merge that only works before seven, and the address on the flyer carries none of that.

So film the approach twice. Once at the hour employees would arrive, once in the middle of the day, and say on screen which is which. A clip that shows only the easy version gets found out on the first site visit, and the correction happens in front of the client.

Show the merge rather than the map. Where the property empties onto the arterial, how the turn works, whether it is a right out onto GA-400 or a wait at a light. Those are the details a corporate real estate lead repeats when defending a shortlist to a room.

The Perimeter is the line the audience already uses. A building inside it and a building outside it can sit a short distance apart and draw from different labor pools, and a walkthrough that never leaves the parking lot never mentions the thing an occupier cares most about.

Canopy hides the storefront from the street it fronts

Mature trees over the older intown neighborhoods put a retail space in shade and put leaves between the sign band and the traffic.

In Decatur, on the east side and across much of the older intown grid, the canopy meets over the road. A storefront that reads plainly from the sidewalk can be invisible to a driver from spring through fall.

A retail operator's first question about a space is whether it reads from the street, and a tight photograph of the door answers none of it. Neither does a listing photograph taken standing on the property.

So shoot from across the street, then shoot again from a moving car in both directions at the speed traffic actually runs. What comes back is what a customer sees, which is often a good deal less than the landlord believes.

Say what month it was. A space filmed bare in February and toured in June is two different corners, and an operator who signed on the winter version will notice in the first week of business.

A BeltLine building has two fronts and only one takes a truck

Trail frontage is worth real money to an operator and it comes with a constraint a floor plan hides completely.

No vehicle reaches the trail side. Deliveries, trash, grease and everything else happen on the street side, through whatever access that side happens to have, and a restaurant build depends entirely on the answer.

So the walkthrough covers both fronts and the path between them. Where a pallet comes in, how far it travels, where the container sits, who else shares it and what the route looks like when the door is propped open on a Saturday.

Trail traffic is the other half of the story, and it moves on foot at hours a car never does. Film it at the times an operator would care about rather than at the hour the trail looks its best.

Keep the framing pointed at the building. Anything shot along the path collects people who did not agree to appear in a leasing video, and a slow pan down the trail buys you nothing that a shot of the frontage does not already give you.

Under the approach at Hartsfield-Jackson, no take survives the aircraft

The industrial submarkets closest to the airport are the ones a camera has the hardest time working in, and pretending otherwise costs a tour.

Space in College Park, Hapeville and East Point sits under aircraft that arrive one after another. A broker talking on a dock apron gets cut off repeatedly, and no editor removes it afterward.

So record the voice somewhere quiet and lay it over the pictures, and caption the clip properly, because the version most people watch has the sound off anyway.

Do not hide the noise. A tenant hears it within a minute of arriving, and a video that pretended the site was quiet costs more than it ever earned. One honest line about what the property sounds like reads as competence rather than as a defect.

Then show the thing that pays for it. Proximity is why those buildings trade, so film the run to the cargo area, the gate, the truck court and the road a driver actually takes at shift change.

The parts of this that are not particular to Atlanta, from what a brokerage should be publishing to how the work gets staffed, sit in our wider piece on social media for commercial real estate at /industries/commercial-real-estate/social-media.