In a growing digital world where buyers always have a phone in hand, real estate agents are pushing the boundaries of property marketing with the help of creative videos.
Many are now using social media and online real estate listings portals as platforms for posting and sharing eye-catching clips in the hopes of attracting home seekers they are likely to have never met.
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Agents have started competing and thinking out-of-the-box with this targeted visual content, which typically only takes a minute or two out of a potential buyer’s day. In that short time some videos incorporate actors, dancers, storylines and exciting filming techniques.
And while the vendors are forking out for extra marketing, it seems the agent’s efforts are paying off — with these homes selling faster and fetching prices higher than expected.
Property expert Tom Panos, founder of Real Estate Gym, believes there is a correlation between agents pushing the boundaries and properties achieving great results.
“Agents have been forced into this,” Mr Panos said.
“Buyers aren’t lining up 10 deep to visit properties anymore, so all of a sudden agents have to come up with new ways to find them.”
Even though buyers are drawn to open homes through print advertising, a database, property listing websites and signboards, the rise of social media — Facebook in particular — has enabled and encouraged agents to get creative, according to Mr Panos.
“The consumer of 2019 is time poor and social media savvy, they want a lot of information provided to them fast, and there is something very powerful about a 60-second video,” he said.
Mr Panos credits agents in Sydney and around the country for trying something different.
He said some Sydney agents had used actors in their property marketing videos, while an agency in Queensland invites an audience for their filming.
He said Ray White Double Bay’s Gavin Rubinstein was a standout, for using “top knotch” drone footage in his harbourside property listings.
“What’s interesting is … the videos aren’t only for the prestige belt of real estate, we are seeing middle Australia embracing video.”
Western Sydney agent Josh Tesolin, 23, recently worked with his boss to act in and create a unique video for a seller, “an avid Star Wars fan”.
The video and campaign incorporated light sabres and the characters of Luke Skywalker and Darth Vader.
“We wanted to add in a bit of comedy and to show a different aspect to the property that would create a buzz,” Mr Tesolin, from Australian Real Estate Quakers Hill, said.
The video had 12,000 views and attracted 40 groups to the first open, compared to a typical inspection these days, which sees five buyers.
“The guide was $640,000 to $680,000 and it sold in the first week for $685,000,” Mr Tesolin said.
“When those 40 groups of buyers came through they said things like: ‘We loved your video, it was quirky and got us excited about the house’.”
With sellers more willing to spend on marketing, production companies have seen a spike in the number of agents approaching them to create property videos.
Paul Powers and David Truasheim, who run Reel Focus Films, were shooting at a Harrington Park home from morning to night last month, and spent another 10 hours editing.
The catchy 90-second clip has gone viral and the agent is getting calls from interstate and city buyers.
“A lot of people have a campaign and think they can buy any content and that will work but it doesn’t anymore,” Mr Powers said.
“There needs to be a content strategy broken down every 10 seconds in a video … the biggest challenge is it takes 2.7 seconds for people to decide if they will keep watching.”
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Belle Property Narellan’s Troy Holmes took a leap of faith with his latest property to hit the market — working with an ambitious vendor and video production team to deliver “something completely different”.
More than $8000 was spent on a film that saw a drone, two dancers and countless hours go into creating a 90-second clip, showcasing a new five-bedroom house at Harrington Park, an area in Sydney’s southwest.
Just 48 hours after launching on Facebook, it had 45,000 views, three times the agency’s average number.
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“The reach is now 215,851 and video views is 130,865, but the most exciting part is 392 people shared it — it was something people wanted their friends to see,” Mr Holmes said.
“It has generated interest from people who weren’t even looking in this area … we are thrilled.”
No.42 Castlemaine Circuit was the state’s most clicked on property on realestate.com.au last week.