Selling a Luxury Property on Video Can Bring Successful Results, But Only When It’s Done Correctly
In times of economic hardship, or maybe because of it, there appears to be a new trend, (which may have started as a ‘fad’) in the way the very wealthy, and now, even the moderately well off are choosing to buy and sell their property. Video. Unfortunately, whilst some can have huge successes, others can have a pure disaster on their hands
Before we expand on the latter, I’m not just talking about normal video from the family video cam, but by ultra-professional, commercial, high definition video. Now for example in the UK, this type of sales strategy for the affluent is growing at a very fast pace, but, one needs to be very selective when choosing a company that you’ll entrust to showcase your property. There’s a number of reasons for this ‘selection process’, some of which (but not limited to) is ensuring the company has the proper professional equipment, the experience and ethical standards in showcasing properties, and last but not least, keeping the cost to the client at a reasonable level
Let’s take for example the subject of experience and ethical standards in showcasing a luxury home on video. Property owners are becoming increasingly aware that images can be manipulated through re-touching, enhancing and stretching perspectives to make a property’s space appear larger than it really is. These can be tactics used by unscrupulous editors, however, this will soon be found out with disastrous out-comings. (more on that a bit later) To the average lay person, it may not be very obvious when a video is manipulated and so when a prospective client visits a said property, they can be bitterly disappointed that it hasn’t been represented factually on the video.
Video manipulation, such as changing the frame to appear unlike its original native document can be a ploy used by production houses, but if they considered the hours and money it takes to undertake special effects it should be realized that just filming the property professionally in the first place far outweighs any type of manipulation.
The disastrous results can be a total re-filming, bad reputation for both the production house and any agents representing the client’s property, the risk that the property owner, (plus production house, and agent) may have uncomplimentary comments posted on the internet about the property, and of course, the huge additional costs that can accumulate because of unscrupulous tactics.
It also takes very hi-tech equipment to properly film a property to ensure all the finer points are presented which are likely to excite potential buyers. We’re talking about equipment that is used in making movies and very expensive TV commercials. This gear isn’t cheap, and therefore eliminates a lot of the would be players that imagine they’d like to enter the property video production industry. So it pays for property owners to ensure that the company they select to sell their property on video not only have the experience, but also a portfolio both “on” and “behind” the scenes.
Research indicates that a person is more likely to remember only 20% of what they hear and 30% of what they see. However for the viewer of a commercial video, this is boosted to 80% of what they “hear and see”. As an online tool, commercial video is a growing marketing edge that creates an environment whereby the viewer experiences a strong emotional response that ‘still’ pictures and text just cannot provide. A viewer will relate with greater emotion to visual and emotional splendor of a three-dimensional-space. Simply put, it’s like they’re embodied within the video.
But, when property owners are thinking about selling their home or other type of property on video, there is an important factor to consider… COST!. Just because you are affluent, doesn’t mean you need to be penalized. You’ve made your money, and have property assets because you’ve most likely been prudent with your investment portfolio. So, there’s no need to give more of your money away than you have to, to the ‘hungry sharks’ that may promise you the world, but deliver an acre. There are companies out there that have extremely modest charges to produce a full blown commercial quality property video and STILL meet the criteria of professionalism, can present a great portfolio, practice moral & work ethics, have the correct equipment and most of all your interests at heart.
Video can save a luxury property owner and prospective buyers other fundamental costs. For example, travel, loss of time, and other necessary expenses are unheard of, at least in the preliminary stages, and it certainly beats traipsing around looking at properties where costs can multiply exponentially, particularly when it involves at least two or more decision makers. (Which very often it does) Interested investors can view properties, look at the pro’s and con’s then compile a shortlist of one, two or more to then inspect in person.
Not only that, but major discussions and negotiations Lentor Modern Showflat can be well underway before a foot is even put forward to look at possible properties acquisitions, again saving valuable time and of course, costs.
When dealing with a property video production company to showcase your luxury property, look for a company that can provide the ‘cinema of properties’. By that we mean that you have to imagine yourself sitting in a theatre and simply being awestruck by the presentation of a property before your very eyes and then, imagine it was yours. Affluent, international audiences require information swiftly and that information must be portrayed precisely within the 2 – 5 minutes that your property is before a viewer’s eyes. Therefore it is important to realize that all aspects of a property’s features, both internally, externally and, facilities surrounding it are captured in absolute commercial quality so that decisions can be made by purchasers with absolute confidence.