MarketingTechnology

Listing video of the day: Why dress up to stay in?

Because you can

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Where did the idea for the video come from?

Our internal marketing team brainstormed a concept that matched the personality of the house. We sought to create a film that was sexy, fun and energetic to bring out the best features of the house — views, contemporary design and a wide-open floor plan — in a fresh and exciting way that hasn’t been seen before.

How did you market the video?

We launched the film to our database in an e-blast, posted it to all top real estate websites (Zillow, Trulia, realtor.com, SmithGroupRealEstate.com, etc.), pitched it to local and national journalists, and posted the link on all social media sites.

Do you film listing videos for all your firm’s listings? If not, how do you decide which gets the video?

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We film listing videos for 90 percent of our listings. Houses at a lower price point tend to sell before we can even get the film produced, so we don’t automatically plan for a film. In other instances, houses are sold for lot value or because of a great location, in which case a lifestyle film showcasing interior and exterior footage wouldn’t enhance the sale.

How many views did this video get?

In the past week, it has received 4,422 views on social media and 1,171 (and counting) on YouTube.

Any feedback from the sellers or prospective buyers on it?

The seller was really excited about the film. He thought it did a great job capturing the essence of the home’s personality. He designed this house for easy entertaining and large gathering spaces, both of which are highlighted in the film.

How much did it cost?

Over $10,000 for talent, production and props of all crew and marketing personnel involved.

Did the seller pay for it, or did it come out of your marketing budget?

We pay for all of our listing videos and marketing expenses during the duration of the listing.

Who filmed and produced it? How long did it take?

It took approximately 12 hours to film and two full days of editing. We have an in-house production crew that includes a marketing specialist, production assistant/talent manager and videographer.

Did you craft the layout of the video, or did the videographer?

It’s always a joint venture. Our internal marketing team and listing agent decide on the concept that matches the personality of the house, while the videographer and production assistant work on the logistical aspects of bringing the vision to life.

There are tons of elements that go into the layout of the film including selecting talent, wardrobe and props, lighting, music selection, proper balance of interior and exterior shots, lifestyle elements, etc.

How does this video compare to the others you’ve done?

This film is definitely the most edgy and sexy film we have done to date. I think all of our films do a great job at highlighting the unique lifestyle that each property and location offers, but this film presents those aspects in a fun and exciting way that we haven’t seen in other films. It’s appealing to the type of buyer that we envision buying this house.

How many listing videos have you done or commissioned?

About 70 different property films and 10 community-specific films.

Any tips to doing a great listing video?

When creating a storyline for a film, start by envisioning the future buyer of the home. What parts of the community will they love most? What features of the house will they use most? What room will they spend the most time in? Plan the concept with them in mind, and focus on those things that set the house apart.

Why did you hire the videographer, if you used one?

As agents, our priority is to sell houses and produce great results for our clients. It’s a better use of my time to prospect and network and leave the creative execution to a dedicated team that specializes in those specific skills. I’m very involved in the planning process and oversight, but I leave the production itself to the professionals.

Jade Schuck is the┬ámarketing coordinator for The Smith Group, and is responsible for directing the marketing and advertising initiatives for one of Orange County, California’s top-producing teams.

Email Jade Schuck.