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Have you ever considered putting together a short film for a property you’ve listed? A prominent video producer says it’s where real estate is headed.
Having worked with many real estate agents, media industry entrepreneur Anastasia Fai noticed that many traditional property videos weren’t doing very well at connecting with viewers.
Speaking to REB, the founder of video production agency Style & Image pointed out that “every property has a different story”.
In producing an eight-minute short film, Sunday Blue, for a Malvern East property, Ms Fai highlighted the features of the home by showing buyers what it would be like to live there.
“I wanted them to see themselves having a coffee on the veranda, going for a walk with the dog, bumping into a neighbour, even working from home,” she said.
More than 11,000 people watched Sunday Blue on Facebook, according to Ms Fai, and the auction turnout was 71 per cent higher than the average for the past three months.
Ms Fai said the film generated such a significant amount of interest – even though it was notably longer than a standard property video – because it appealed to buyers on a deeper, emotional level.
People were more inclined to watch until the end because it was for an important purchase, she said.
“When you think about spending nearly $1 million, eight minutes is not such a long time to really get a feel for it,” Ms Fai said.
Agents who are considering using a short film to promote a property should come up with a script that highlights the features of the property based on the type of buyer who might be interested.
“If it’s near the park, instead of just doing a pan of the park, you might have a couple holding hands walking, or kids playing in the park if you’re trying to sell to a family,” she said.
Producing a short film for a property is also not as lengthy a process as it might at first appear, Ms Fai added. Sunday Blue was edited and produced within two weeks of the one-day shoot.
Short films are an increasingly engaging form of advertising, with many social media sites moving towards exclusively video content.
“Narrative content is where everybody else is moving, so what we’re trying to do is give [real estate] a bit of a nudge to move on with the times and not be left behind,” said Ms Fai.
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