Selling homes with better videos about the lifestyles they allow

To sell more homes, some have taken to producing better videos that highlight the home and the lifestyle associated with them:

This video, and five more so far, are not your typical real estate fare. Which is just what agent Stephanie Somers, who has a background in art, had in mind.

“We are presenting a vibe, a lifestyle,” as well as a place to live, said Somers, who wanted to show the “young and vibrant people” who are buying homes in Fishtown, Northern Liberties, Old City, and Passyunk Square…

Of her videos, Somers said, “I didn’t want them to be just real estate.” She considers most property videos online these days to be pretty bland.

Among the exceptions, as the New York Times recently noted, may be the $1 million four-minute movie being produced by filmmaker Harry B. Macklowe for 432 Park Avenue, a luxury condo high-rise in Manhattan. A Wall Street Journal article reported that the budgets for such cinematic marketing efforts are often a percentage of a home’s listing price, ranging from a few thousand dollars to $1 million-plus for epic residential ventures.

Stephanie Somers said she had spent thousands of dollars of her own money on her videos, calling the results “mind-blowing” presentations that depict what people do in Philadelphia’s new hot neighborhoods – go to birthday parties, have romantic evenings, compose music.

I’ve wondered why real estate listings these days don’t include more information – it is usually some standard info and some pictures. And even with pictures online of hundreds of homes, it is hard to get a sense of what it is like being in the house and many realtors/sellers struggle to take good photos.

One interesting aspect of these videos is that they could serve to deemphasize the home and highlight the surrounding area. This gets to a classic question: which homeowners care more about the house and which care more about the neighborhood and amenities? Videos could show that both aspects are great – but this might not always be the case. Imagine a video for a fixer-upper in an unexciting neighborhood – this is one that likely wouldn’t be made in the first place.

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