At the start of 2014 I launched a new division under Decoreista, it’s my video production wing: The House of Decoreista. This division’s primary focus for the time being will be to produce Lifestyle Real Estate Videos and perfectly complements my staging and decorating services.
A Bit of History on Lifestyle Real Estate Videos…and Why I Decided To Start Producing Them
Lifestyle real estate videos are gaining popularity with social media savvy, real estate agents. Why? Well, because these videos have a greater likelihood of going viral compared to conventional real estate videos, which are typically comprised of still shots (usually distorted, wide-angle room shots that make the room appear larger—who are they kidding), all set to the backdrop of boring elevator music. Lifestyle real estate videos, feature characters that portray your target market and are an ideal way to set your property apart from the other listings (especially given Toronto’s booming condo market, where every suite comes with a similar view). What better way to stand apart than with a video…where your home is the star!
The first time I was exposed to Lifestyle Real Estate Videos was through an Australian firm by the name of Neo Property. Their videos are far more risqué than anything we’re likely to see in North America. Here’s are two examples of their work (one targeted to females, the other to males…so as to not offend either sex I suppose). It will be interesting to see how creative we can get in North America. I’m certainly up for the challenge.
This is our first lifestyle real estate video and it took place immediately after I staged the suite (you can view the before/after shots here). This particular condo is situated on King St. E at Parliament and we thought it would appeal to someone working in the Financial District. So, we hired an actor to play the part of a single dad and got the cameras rolling!
The Globe and Mail got wind that we were doing a lifestyle real estate video (via the listing agent Karyn Filiatrault) and promptly showed up while we were on set, filming. The Globe and Mail realize this is a movement in the real estate industry and ended up writing a 2 page story in the Friday, February 7th, 2014 issue of the Real Estate section and they also did a video interview with Karyn.
I was excited to be quoted as well. I can now scratch ‘being quoted by The Globe & Mail’…off my bucket list. “Ms. Reis says the most successful lifestyle videos take a subtle approach to showcase the home’s best features while viewers are caught up in the story. Directors can use artistic pans to show the expanse of an open-concept room, for example, or move in for a close-up on a high-end faucet in the kitchen.”
Six days after The Globe & Mail showed up on set, the suite was sold. The agent had 3 more offers during the Open House and had to turn them down (because she already had an offer on the table). Everyone who popped into the Open House commented on how much they loved the video…and the agent said a few of the visitors looked alarmingly similar to the character in the video.
I’m looking forward to creating more ‘home movies’.