I absolutely have to share this, even though it’s not my own marketing, nor is it for my own listing.
As technology continues to provide us all with better tools, no matter the industry in which we work, some people will take advantage, while others will continue the status quo.
Here’s a real estate video made for a house in Riverdale that I think is amazing. It speaks directly to the target audience: families with kids.
It’s fun, it’s different, and it’s a novel way to “tour” a house.
This is a unique house, in a unique location, and it will likely produce a buyer who is searching for something different.
So it comes as no surprise that the marketing for the property is also extremely unique.
Some people have called these “real estate lifestyle videos,” but I think this video is more than that.
If you’re going to do a video like this, you have to know your audience.
The first one of these videos came out three years ago. Remember the house on Cottingham? I’ve mentioned this several times over the last few years. Check out the video HERE.
The video showed a single-guy, coming home for the day, getting dressed to go out at night, and then he sees his dog, and decides to stay home.
It was a cool concept, and a cute story-line, but the target market for that video was way too narrow!
That house, and that location, appeals to a vast array of buyers. To narrow the video to just the single-guy, in my opinion, was short-sighted, and might have turned off downsizers, or a young couple with children.
Know your audience.
That’s the key when making one of these lifestyle videos to show off a property.
Know your audience.
And in Riverdale, it’s all about families, so the audience for this house, no question about it, is a young couple with kids.
The “Hide & Seek” video was an ingenious way to show off the home in a unique way, but the smiles on the children’s faces, and the playful nature of the video will resonate with the target market for the property.
This video almost forces us to ask, “If this is marketing, then what the heck were we doing before?”
When we were just putting up photos on MLS and doing “virtual tours” that were often just a slideshow of those very same photos, where was the actual “marketing?”
This video defines the term “marketing” as it speaks to a target audience, in the way that every product or service being sold ought to.
And did you notice the use of drones in the video?
This is going to be one of the biggest technological advances in real estate marketing in a decade.
Drones aren’t expensive, FYI. A few hundred dollars, maybe more.
The Toronto Star did an article about this last month. Check it out:
I have yet to use a drone in my marketing, but when an opportunity arises, I’ll be all over it.
Kudos to Suzanne Lewis from Keller Williams for coming up with the idea for this video.
I don’t think this house will be on the market long!