Are you familiar with the term “lifestyle video?”
I’ve written several blogs about these real estate marketing vehicles over the past few years, and today I want to go back to the idea.
Let me show you two very different approaches to using video, and characters, to showcase the features of a home – and hopefully sell it!
As I said, I’ve written a lot about real estate “lifestyle” videos in the past.
My favourite is still the West Hollywood listing from back in 2015 that showed an early-50’s male leaving the house in a sports car, leaving his wife at home to have pillow-fights with her friends. I just felt it perfectly captured the cliché of the man who would want to buy the home, and the fantasies he has – realistic or not.
Here’s the blog: “Real Estate Lifestyle Videos” – July 20th, 2015
Today’s videos are very different.
I don’t want to spoil the “reveal” in either, so let me just get right into them.
Well? Did you like it?
I did. A lot!
Maybe it’s because I’m a huge A-Ha fan. I don’t think Norwegian synth-pop really gets the respect it deserves.
But also because it “got me.” I had no idea what was about to happen as that garage door rolled up, but I knew it was going to be good!
The video goes on way too long, and the gimmick loses its effectiveness.
But as for whether or not this would really work in selling the home, I’m not sure.
It’s funny, fun to watch, and makes you laugh. Is that really what you want when selling your home – somebody laughing at a person inside it?
I think there’s a difference between “creativity” and “effectiveness,” and that’s really the key with real estate lifestyle videos, and/or those that are less on the “lifestyle” side, and more on the humourous or innovative side.
Recall the now-infamous video from 2017 that showed a clumsy and somewhat sexualized housewife cooking and making drinks for her husband and his d-bag friends, who drank wine and smoked cigars on the terrace. The video has long-since been taken down, so you’ll just have to dive deep into your memory bank.
There was so much uproar over that video, and at the time, I went on record defending the agent.
I still do, and still would.
Because it worked!
I’m not going to invade anybody’s privacy here, but let’s just say that the buyer was somebody who was attracted via the video, and who might be labelled as fitting into the target demographic.
The video worked. It got the property sold.
But does a Realtor showing the same dance move in each room of a house with 80’s synth-pop playing in the background really sell the house?
You decide whether humour and innovation is the “best” way to showcase a home.
Now here is a completely different approach to selling a home.
I’m not going to spoil this one for you, so watch it.
When I say “completely different,” honestly, you have no idea what this woman is about to say. And watch to the end, trust me.
What do you think?
How would you describe this video in one word?
Weird. Yes, that’s fair. It’s a bid odd.
But I think the word I came up with was “dark.”
Maybe “morbid,” but as the character told us, “We really don’t need to go into it.”
The video started well: “My name’s Elise.”
Great, nice to meet you, Elise!
It’s nice to make a personal connection to the home. So few people do that these days.
Meeting the homeowner in a video has some value, and who better to show off the home’s features?
But then the video gets weird.
“I can still remember how hot it was on March 24th, 2009…..”
When she said, “….how hot it was on March 24th, 2009,” I got this flashback from Linda Connor in Terminator 2:
(NSFW – contains one bad word…)
Perhaps I was overly-obsessed with that movie in the mid-1990’s, and the scene is just stuck in my brain.
But either way, I was immediately reminded of this scene. The date, plus the reference to the temperature, and voila!
And then came this:
“….except I won’t be growing old.”
And suddenly you kind of felt where this was going.
You thought it can’t be going in that direction, and you hope this is a satire, but it’s not.
Then came the bombshell:
“….unless, of course, they find some miracle cure in the next ten years for what I’ve been diagnosed with.”
And this makes me want to buy this house…………why?
Sad, I know.
But was this the right avenue?
I just don’t understand the logic behind it.
“Pretty soon, I won’t be able to ride anymore. Today’s actually the first time I’ve ridden in months.”
Who is the target buyer for this property, via this video?
Is a buyer going to feel bad for the woman, and want to buy her home?
Or is the reference to “memories” suggesting that a buyer can pick up where this woman left off?
Is the video intending to target a similar active, outdoorsy, 30-something woman with a love of horses, who can essentially “take-over” the hopes and dreams that essentially remain with the home?
I want to put a positive spin on this so badly. But I just don’t think this really “works.”
Tell me if you think differently.
But since we discussed the concept of “stigma” in Monday’s blog, and we know that certain cultures in Toronto won’t go anywhere near a property where there’s been a death, I wonder how advertising that the current owner of the property is, in present tense dy-ing, would there be a buyer pool for the home?
Perhaps there’s a different market, and a different attitude toward impending death in Australia.
But I’m just so confused as to why somebody thought this was the best way to attract buyers to a property.
The Internet is full of good and bad advertising, in every industry.
If you’ve seen something out there in the real estate game that you think is worth watching, please paste the link below.
As an encore, I’ll provide you with one of my favourite videos from years’ past – San Diego’s rapping Realtor, who can’t match the audio to his lips, and basically stops trying to rhyme halfway through: