The definition of “video” has been slowly changed by Realtors. A slideshow of photographs showcasing a property has become known as a “virtual tour” and now we see the designation “video” being used. Video, to us, means moving picture.

Not a slideshow of still shots with boring elevator music in the background. There isn’t anything wrong with this approach, it does effectively showcase important features of a property and give you a sense of the space. It demonstrates that the agent listing the property at least has some sort of marketing budget. Unfortunately it is also tedious and usually falls among the more boring “videos” on the planet. A documentary about the intricacies of paint drying would have more entertainment value.

Enter the Listing Trailer – think of it as a movie trailer for selling your home. Think actors, models and musicians but mostly just think extreme awesomeness. The purpose this video is to generate a huge buzz around a listing and maximizing the exposure of the property. Then the equation looks a little something like this: Listing Trailer = Maximum Exposure = Higher Selling Price = Happy Sellers.

If done correctly these videos can elicit an emotional response from a potential buyer and draw them to a property that might have otherwise not have considered viewing. And this is the point of our lifestyle marketing strategy – to get as many potential buyers through the front door as possible. It works.

Our first opportunity to make such a video was for a very cool space in the Wrigley Lofts on Carlaw Street. It’s a great hard loft, but the building does not appeal to everyone – no AC, steam heat, no thermostats and single pane glass windows. This particular unit had few upgrades, concrete floors that needed re-sealing, no fancy kitchen (or cupboard/counter space) and an outdated bathroom. On paper – not exactly what the typical buyer is after in a half million dollar loft.

So we got creative and commissioned a listing trailer. Hired a videographer, brought in actors and put it all to catchy music. It takes longer to produce, with nearly a full day of shooting and another few days to receive the edited final product, but it worked. The response was tremendous; we had potential buyers come through that were not even considering the building until seeing the video. People had the song stuck in their head when they arrived at the open house. The video gave buyers the opportunity to tour the space and the neighbourhood from home before they saw it in person. People who had seen the video were more serious about their viewing and had thoughtful questions when they arrived. Check out the result and see it’s value for yourself:

Emotional response, check. Better understanding of the space, check.

Have a unique property to sell in Toronto? Then call us, let’s make a listing trailer and get maximize the exposure of your property. Or you could just get a virtual tour made and attempt to bore potential buyers into viewing your property…