Marketing

3 tips for creating luxury listing videos

Crafting the perfect video is an art
  • Walk the grounds. Spend time with the sellers learning about the property's history, and find unique places to capture footage.
  • Most luxury buyers have needs based on lifestyle preferences whether they are searching for a primary residence, vacation property or a weekend getaway.
  • Frank Kivo, exclusive producer for Concierge Auctions, suggested finding someone with a film and television background to share your creative ideas with -- and let them run with it.

Real estate video production has become a staple in the high-end property market, and agents who best showcase properties both win and sell listings.

Captivating images and quality storytelling resonate with buyers and can create a connection to the property before they set foot on the grounds.

We searched the U.S. for a few examples of what the best agents and producers are creating. Here are the videos we found and what we discovered in the process:

1. Discover what differentiates the property

First, identify the facets of the property that make it unique. Walk the grounds. Spend time with the sellers learning about the property’s history, and find unique places to capture footage.

Take note of the amenities and features. Find out what the sellers love most about it. The new buyer might fall in love with the property for the same reasons.

Bespoke Real Estate did this well in creating this well-composed video that highlights the exceptional quality and features of their listing at 950 Ocean Road in Bridgehampton, New York.

2. Include footage of the surrounding area and aerials

The Residences at Carbon Beach from Sky Photography LA on Vimeo.

Most luxury buyers have a location type in mind before they begin searching for property. Their needs are based on lifestyle preferences whether they are searching for a primary residence, vacation property or a weekend getaway.

If the property you are featuring is in a small ski town or an exclusive condominium building in the middle of a large city, try to capture the personality of the surrounding area.

If the home is located on a hilltop, golf course or in another gorgeous setting, make sure to include aerials. Mauricio Umansky’s The Agency did a wonderful job highlighting the amenity rich area and beautiful setting surrounding their exclusive beachfront condominium development The Residences at Carbon Beach in Malibu in this video.

3. Choose the best producer for your project


Mariposa del Lago — from Concierge Auctions

Frank Kivo is the exclusive producer for Concierge Auctions, and he handled creating this finely crafted video of a home located just outside of Fort Worth, Texas.

We asked Kivo for guidance on finding the best producer for a large-scale project such as this one. He suggested finding someone with a film and television background to share your creative ideas with — and let them run with it.

“The market is expanding, and if you put labels on folks who specialize in one facet of production, it will limit your overall creativity and ultimately your success with video marketing,” Kivo said. “Different stands out, and it makes a statement.”

Branding your luxury listing well will reflect on your personal brand as an agent and brokerage. Don’t cut corners — this is one area that if executed well will give you a massive return on investment for years to come.

Megan DiBartolo is the originating founder and CEO of HipPocketz. You can follow her on Twitter (@HipPocketz) or Google Plus.

Email Megan DiBartolo.

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