A $15,000,000 beach front home in Santa Barbara sold this year to a buyer that never even visited the property. How did that happen? How did someone spend $15 million dollars on a property they never even stepped foot in? The answer: they watched a video of it.
VIDEOS ARE MORE ACCURATE
A good photographer can make a home look significantly larger, brighter, and nicer than it actually is. We have all been there, we see a beautiful property online and then are shocked when we preview what turns out to be a dark dilapidated home. Bravo to the photographer; he did his job!
Because of this, buyers know they cannot fully rely on pictures. Videos, on the other hand, are much more difficult to skew. A good real estate marketing video will allow the viewer to understand the flow of the home, the realistic size of each room, and the amount of natural light. In addition, video footage showcases small intricacies of homes like iron-work detail that are helpful for buyers to see. Videos are a much more trusted source of marketing.
VIDEOS SHOWCASE A LIFESTYLE
Pictures show a property as it is; videos show a property how it can be. In your videos, paint a picture for potential buyers of the luxurious lifestyles they will live if they were to buy the home. Some suggestions:
- Have an actor drive up in an exotic car
- Incorporate wine or coffee – both drinks stir emotion
- Stage an event or party going on to showcase the grounds
- Get aerial footage – people associate it with ultra-luxury estates
Let your imagination run wild. Sell the “sex appeal” of the home!
A PAST VIDEO OF OUR $2,750,000 LUXURY LISTING
This is one of our previous lifestyle videos and we based the theme around a real estate agent getting the home ready for a showing (that handsome actor is yours truly). We did this so that the video had some congruency as to why we are showcasing room by room. This video is by no means perfect; as the lifestyle video market has grown we have been exposed to numerous other ideas that we now incorporate. That being said, it still got a tremendous amount of attention and the home sold for $2,750,000.
THE LUXURY MARKET NEEDS VIDEOS
If you are selling a $2,000,000+ home, it is extremely likely that the buyer will be from out of town and the property will be a 2nd, 3rd, or 4th residence. You have to market it as such. Now, let us take a minute to analyze the buyer profile of someone spending $2MM+ on a secondary residence. They will likely be very wealthy, very successful, and very busy. This type of buyer tends to have every luxury in the world except one: time. They don’t have time to fly to town and look at properties every week. They need all necessary information in a nice package at their fingertips; and if you provide it to them they have the ability to move quickly. Hence the $15,000,000 beach front buyer in Santa Barbara…
BONUS: VIDEOS HELP WITH FUTURE BUSINESS
As an overarching theme in your real estate business, remember that every piece of marketing that is used to sell a specific listing is also used to get the next one. When you are competing against another agent for a luxury listing, you need stunning marketing materials from previous sales to win the business. Do not have tunnel vision with your marketing dollars; they pay dividends for your entire career.