All over the world (but especially in Los Angeles), video production is quickly becoming the medium of choice when it comes to marketing multi-million dollar luxury real estate properties—and for good reason!
According to the National Association of Realtors (NAR 73% of sellers would choose a real estate agent who could market their property with video, but fewer than 5% of agents actually do this!
Why Real Estate Video Production
Video has the ability to transport potential buyers to properties no matter where they’re located (China, Russia, Europe, Dubai, on a transatlantic flight, etc.) or when they are available for a showing. It also allows real estate agents to communicate and highlight key features of the properties no matter what languages the potential buyers speak. But what separates the good from the bad when it comes to real estate video production?
Putting Marketing Back Info Real Estate Video Production
Creating a video that is going to convince a buyer to put in an offer or send a representative to check out the property is both a science and an art. Sure, the video has to be visually stunning. But flying drones and setting up slider shots is not the hard part. The hard part is planning the video from a marketing angle. It is essential to work with a video production company that understands marketing from a fundamental level.
A good video production company will sit down and talk with the agent not just about the obvious selling points of the house, but who the potential buyers are, their interests, their wants, their needs, their fears, etc. This is sometimes called constructing buyer personas. Once you understand who the potential buyers are, the zillions of ways to feature a house on video are then narrowed down to a few ideas.
It’s All About Lifestyle
We know that buyers of high-end real estate are spending a premium to satisfy their wants, not just their needs. So it is becoming increasingly important to show them what the house is capable of from a lifestyle perspective, and doing it in a beautiful, thoughtful way.
Mauricio Umansky, CEO of The Agency, who recently commented: “It’s all about the lifestyle. It’s imperative that potential buyers from all over the globe have access to luxury real estate through this lens, but more importantly, that they can envision themselves living in the home.”
In 2015, we had the pleasure of working with Billy Rose and Mauricio Umansky from The Agency to produce their Brand Story Film, which combined interview footage and b-roll footage from a variety of sources. You can see the video, which lives on The Agency’s About page, right here:
The Agency’s fast-paced film starts out with the founders recalling the emotional story of how they started their company during a meeting with a potential client in the conference room at AEG’s headquarters. After hearing this story, viewers are immediately emotionally invested because they can see that the founders are just two regular guys with a shared dream plunging head first into their own venture. Their lack of ego is refreshing in an industry that seems to thrive on just that. The employees of the company take us through their experiences and thoughts on the company’s innovative take on the real estate industry and the workplace, and show us how they’re providing much more value for their clients and employees than traditional real estate companies.
In addition to featuring it on its website, The Agency can use that Brand Story Film to send to clients before meetings, after meetings as follow-ups, they can play it at conferences, chop it up into little tidbits for Instagram and Facebook, and so much more. Without leaving the comfort of their private jets or luxury hotel rooms, The Agency’s clients can learn about them and the luxury homes they sell by simply playing this video on their cell phones or iPads.