Tag Archives: HGTV

Zillow Gone Wild is popular but how can one make money from it?

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Social media users like to see unusual residences on the account Zillow Gone Wild:

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Since he started the account in December 2020, it has exploded into a social media phenomenon, amassing more than 4 million followers across the major social media platforms and spinning off an HGTV show that debuts next month with Mezrahi as executive producer. Throughout it all, Mezrahi’s recipe has remained mostly unchanged: Find the zaniest homes on the market – castle-themed mansions with full drawbridges, for example – then blast them out to the internet with a bit of pithy commentary, and watch the clicks, likes and shares pile up. The simplicity of the premise is part of the brilliance; it’s the result of the decade-plus that Mezrahi spent charting the internet’s fascinations as social media director for BuzzFeed.

Does all this interest in houses translate into money?

None of this, however, was enough to save Mezrahi at BuzzFeed. The now-struggling company laid him off last spring. He had survived previous cuts, “but eventually you don’t last, especially as a strategist kind of person,” Mezrahi says. Already, he’d been mulling the prospect of leaving the full-time gig to focus entirely on his personal projects. BuzzFeed simply made the choice for him…

Still, there is one thing that Mezrahi shares in common with the rest of them: He’s trying to figure out how to make more money off the internet. Aside from the HGTV executive producer credit, most of Zillow Gone Wild’s revenue comes from ads. He did one for “The Bachelor,” posting what looked like a typical listing but for the show’s famed house. PopTarts and Royal Caribbean have also paid him to promote fake listings for a house made of PopTarts, and for the new Icon of the Seas cruise ship.

But the account still brings in “very little” money, he says. He imagines a future where his newsletter has a paid classified section or where he dedicates more time to growing a YouTube audience because that platform can be the most lucrative.

Americans like houses. It helped give rise to suburbia and an decades-long emphasis on homeownership. That they are now popular on social media should not be a surprise.

It will be interesting to see how this goes in the next few years. How big can the social media audience get for this account? Would users be willing to pay for such content or special content? How much content could there be? Will a TV show lead to more opportunities or spin-offs or streaming shows? Can Zillow Gone Wild be its own brand soon with different content and products?

The newly constructed modern farmhouse is…a scourge? A McMansion? Popular because of a TV show?

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A story about an LA teardown describes the rise of the modern farmhouse:

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Hollywood actor Chris Pratt, best known for his roles in the sitcom Parks and Recreation and Marvel’s Guardians of the Galaxy, has spurred the wrath of architecture enthusiasts over his decision to raze a historic 1950s house, designed by Craig Ellwood, to make way for a 15,000-square-foot mansion.

The move to demolish came shortly after Pratt purchased the mid-century home in an off-market sale for $12.5 million in January 2023. The house is located in the Brentwood neighborhood of Los Angeles, across the street from Pratt’s mother-in-law, former first lady of California Maria Shriver. The historic house will be replaced by a modern farmhouse designed by architect Ken Ungar, Architectural Digest reported, and is now in the early stages of construction. Until its completion, Pratt is waiting it out with his wife, Katherine Schwarzenegger, in a $32 million estate in Los Angeles’ Pacific Palisades neighborhood…

Pratt’s new home is adjacent to Shriver’s two homes, each valued at over over $10 million, carving out a family compound of sorts in the neighborhood. The demolition reflects the rising trend of modern, multimillion-dollar farmhouses cropping up in America’s suburbs that has gone on for decades and was newly revived after TV personality couple Joanna and Chip Gaines launched their debut show Fixer Upper, in which they remodeled old farmhouses, according to a National Association of Realtors report. Ungar has designed several multimillion-dollar mansions, including modern farmhouses, in Los Angeles.

This raises at least a few questions. Here are mine:

  1. Are the typical new farmhouses McMansions? In this particular case above, this is a home much larger than a McMansion. But, many modern farmhouses might fall into McMansion territory if they are a teardown, have some strange architectural features, and/or are part of suburban sprawl.
  2. In this particular case, the modern farmhouse is replacing a unique single-family home. But, one reading of the summary above is that the issue goes beyond this one property. The farmhouse has spread everywhere. Are there too many? Is it just a passing fad? Will a new style – and problem – be in play ten years from now?
  3. Could one TV show have significantly fed this trend? It is easy to point to a popular show – and then brand – as leading the charge. It would be interesting to see some numbers: how many builders and buyers were directly influenced by Chip and Joanna? Were they the only ones pushing modern farmhouses or were there other influencers? In this one case, who was Chris Pratt influenced by?

What children learn from HGTV #3: Houses are symbols of success and making it

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In watching HGTV with children and studying suburbs and housing, I have several ideas of what kids learn while watching the network’s programming.

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Put together the ideas in the previous two posts – homes involve emotionally satisfying arcs and they pay off financially in the end – and add decades-long American ideology and houses are symbols of success and making it. The house, typically a single-family home on HGTV, is a visible, tangible monument that the owner is successful. Residents and show hosts talk about how the house symbolizes all of the struggle and work of a family. They talk about passing down a legacy to kids. They usually do not come out an say it but the home and its exterior provide a positive impression to neighbors and those passing by about the status of the residents.

Homeownership is celebrated on HGTV. An attractive house that meets the needs of the residents and broadcasts a message of success to others is the ideal. Almost no one wants to rent or live long-term with family or friends. Almost everyone is trying to move up to a better and/or more attractive home. The goal is to acquire one’s own home which provides well-being and financial security.

Ultimately, HGTV helps perpetuate homeownership and its link with the American Dream in the way it presents houses and what they are for. The people on the network find success in acquiring and improving homes and almost nothing else is discussed. Kids watching HGTV see that people need to acquire and/or improve a house to be a successful adult.

What children learn from HGTV #2: Houses pay off financially

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In watching HGTV with children and studying suburbs and housing, I have several ideas of what kids learn while watching the network’s programming.

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In addition to the upbeat emotions on HGTV, the network relentlessly suggests houses are worth the financial investment. Numerous shows discuss how much money is involved, whether that is in the purchase price or the profit or equity made in repairing a home or the costs to particular changes. These are often not small sums; budgets are usually in the tens of thousands or more and few characters discuss how they have such money to spend.

But, the big sums of money are worth it in the end because homes are an important investment. Sure, they are to be enjoyed – and the reveals at the end of many HGTV episodes are full of positivity – but the money may be even more important. Everyone has spent a lot of money on these homes and they are worth it because they will be worth even more in the future.

HGTV often embodies the shift in the United States from homes as important centers of family life to financial investments. The money to be gained by owning or renovating a home is never far away on HGTV.

What children learn from HGTV #1: Houses are worthy of emotional investment

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In watching HGTV with children and studying suburbs and housing, I have several ideas of what kids learn while watching the network’s programming.  

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To start, HGTV shows are built around emotional stories about home repair or home acquisition. There is a regular narrative arc where people want to improve where they live or find a new place to live, they face some obstacles along the way, and then they are successful by the end of the episode. The shows are filmed, edited, and scored in such a way to create such a positive emotional payoff. The shows suggest they are helping people find happiness.

All of this weds the idea of homes with happy feelings. The shows are upbeat, the search for a better homes a success, and viewers have a positive resolution. HGTV has very few negative outcomes or unsuccessful work. The characters rarely talk about emotional distress, financial difficulties, and difficult family relationships. Only rarely do people not find what they were looking for and even then the ending is cast as a successful change in focus. Any obstacle is easily overcome.

In sum, HGTV is an emotionally positive network. I could see why parents or families might feel comfortable having kids watch such happy outcomes. A new or renovated home is good for the well-being of the resident(s) as well as the viewers.

What exactly makes for an “unscripted series”? The case of Flip or Flop

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In an announcement about the end of HGTV’s Flip or Flop, the network said the show was an “unscripted series”:

“Tarek El Moussa and Christina Haack are long-time, fan-favorite stars on HGTV and it’s true that ‘Flip or Flop’ is coming to an end after an epic 10-season run as a top-rated unscripted series,” a representative for HGTV said in a statement to Insider. “More than 90 million viewers have watched the popular series since its premiere in 2013.

When this show is described as “unscripted,” what exactly does this mean?

Having watched a lot of episodes, here is my guess: there is not necessarily a set script for every episode. At the same time, the producers, El Moussa, and Haack make sure there are narrative elements to build an episode around including crises or cliffhangers for commercial breaks, summaries of the work at hand, and reshoots to get the right angles and lines.

When the typical viewer hears “unscripted,” is this what they imagine? It does not mean that the main actors just do their business, cameras are rolling, and they piece it together at the end. Does any reality show come close to that these days? However, there is likely some wiggle room of how much can be improvised or how much the main characters can get right in the first pass.

Making clear where HGTV shows are filmed

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Some HGTV shows are very clear about where they are located. As two examples, Chip and Joanna Gaines are based in Waco and have built a local empire through Fixer Upper while House Hunters shows multiple shots of the local community and region.

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But, other shows say less about their filming location. One such show is Love It or List It. While this is old news to regular viewers, this article discusses the switch in filming locations:

Like Renovation Island, Love It or List It actually began as a Canadian series, and filming took place in Ontario. Despite where it was shot, the home renovation series became a popular franchise on HGTV in the United States. As such, in 2014, after filming in Ontario for six years, hosts Hilary Farr and David Visentin, along with the crew, picked up and headed to North Carolina to start fresh in a new city…

And, if in doing so you find that you love the area as much as the homes being showcased, know that you can experience it for yourself by booking a trip to the Tar Heel state — specifically the Triangle and greater Raleigh-Durham area.

One could argue this does not matter: the real show involves Hilary, David, and the interior of individual properties. The show tends to provide a few aerial views of the properties in question and there might be some discussion of the location of the home in relation to workplaces or destinations. Does it matter if the homes are in Ontario or in North Carolina? Most of the action and filming takes place inside.

On the other hand, the community context matters a lot. Even if the show focuses on individual properties, the place matters for at least a few reasons:

  1. House architecture and style depends on what happens in particular places. The design of homes in North Carolina is quite different from Ontario. Different builders and developers operate in each place.
  2. Different logics apply in different places regarding where people want to locate. Do people in older Toronto and suburban neighborhoods see locations in the same way as Americans in sprawling contexts? Maybe, maybe not.
  3. What looks like normal life differs by place. In years of showing the same kinds of places on a TV show, do viewers accept it as how life works? Any TV show can project stability with consistent characters and story lines. But, see enough single-family homes in tree-lined neighborhoods only accessible by cars – and this is the primary dwelling on HGTV – and it can appear to be the default.

While not all HGTV shows ignore the community or region, I would be interested in more of their shows seriously incorporating place into their narratives about homes.

Rare McMansion mention on HGTV

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For a network focused on single-family homes, the term McMansion is rarely uttered on HGTV. Here is one example I ran into a few weeks back on My Lottery Dream Home:

On the top left of the image, you can faintly see some of the narration over the image: “Willow Park Way that almost looked like a McMansion.”

Almost a McMansion. The exterior here has some interesting features that might place it in McMansion territory: multiple roof lines, interesting window placement, a large house, in a sprawling Texas community.

Even as the couple did not select this home at the end, it is interesting the term was applied to this home and not the others which also could have been viewed as McMansions. Present a large suburban home with a front meant to impress yet some questionable architectural choices and McMansions may just come to mind.

Why the term McMansion is not used much on HGTV is probably very straight forward: it is not a positive term and does not connote the kind of quality of home the network would like to depict. Whether the McMansion is too large, a teardown, aesthetically unappealing, or connected to sprawl or excessive consumption, few people would likely loudly say they like such a home or live in such a dwelling.

At the same time, this episode was set in suburban Texas where housing tastes are different than in more sophisticated markets. In my comparison of the use of the word McMansion in the New York and Dallas regions, there was more openness in Dallas to such homes and what they represent. Surely, some McMansion dwellers and afficionados watch HGTV and they might be in markets where McMansions are not so disliked.

I will keep checking for more mentions of McMansions on HGTV. As I do, I am much more likely to hear terms like mid-century modern or country farmhouse much more than the term McMansion.

The one HGTV show that leans into the idea of community – but does so through the context of single-family homes

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Home Town is one of the big shows on HGTV and it has a premise somewhat different from the other headliners: all of the renovations take place in or near Laurel, Mississippi. The couple in the show, Ben and Erin Napier, say they enjoy contributing to a town that they love:

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The town of Laurel (population 18,338) itself is a starring character in “Home Town,” and it’s a huge part of what keeps the Napiers grounded. “Everybody here knows us,” says Ben. “When we’re in places like New York, Atlanta, Nashville or (Los Angeles) and people stop us on the streets …” Finishing his thought, Erin says, “It’s very surprising.”

Laurel, located about 90 miles southeast of Jackson, was founded in 1882 and flourished thanks to the timber industry (the region is known as the state’s Pine Belt). Mills and factories followed, bringing economic prosperity. Even now, the town boasts the state’s largest collection of early 1900s residential architecture. But as companies moved their operations offshore seeking a cheaper bottom line, the town languished. When the Napiers planted roots in 2008, there was virtually nothing to draw visitors or locals, with vacant storefronts lining the brick streets. Still, they saw its potential and looked for ways to support it, with Ben volunteering with economic and preservation organization Laurel Main Street.

Now, thanks in no small part to the success of the show, “People come to visit Laurel every day, and that’s amazing. It’s incredible. It’s why we agreed to do the show,” says Ben. 

Even with the community focus and the history they provide for each property, the show still takes a classic HGTV approach to the bulk of the episode: it is all about the single-family home under renovation. There are limited shots of the street. There are limited views of the rest of the community. There are no neighbors in view. Most of what we see if of the interior rooms, the facade, and sometimes the rear yard. The new owners move in and presumably live a private happy life ever after.

Slowly rehabbing the housing stock of a community plus bringing visitors is a laudable thing. Many small towns in the United States need attention. Many HGTV shows focus on wealthier suburbs or urban neighborhoods where housing prices are already good and people have money to make the homes even better. The housing in Laurel is not what many would want in growing communities but it represents the housing that is found in many American communities.

Can a show truly be about community when the primary focus are interior private spaces? Home Town offers a variation of HGTV’s relatively anonymous single-family homes but it might only be a veneer of community and not a true transformation.

How Americans arrived at converting rooms into closets

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Is it as simple as Americans own a lot of stuff so they then need giant closets?

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That model held for the next century or so, until the postwar American economy lurched into motion, setting the country on the conveyor belt that would eventually deliver it to Kylie Jenner’s mirrored hall of designer handbags, a tour of which has been viewed more than 15 million times on YouTube. Prosperity settled in the suburbs, where millions of families moved into progressively bigger homes. Today, the average new single-family home is more than 1,000 square feet larger than it was in the early 1970s, even though new homes have, on average, fewer people living in them. (Regardless of Americans’ lack of need for giant houses, our zoning laws create them; many local governments have made building apartments or condos effectively illegal, and they are supported in this by homeowners, many of whom fear attracting less wealthy neighbors but welcome anything that pumps up property values, such as bigger houses down the street. Developers are happy to comply.)…

American homes not only have more space and fewer people than they once did; they also have a lot more stuff. “We’re conditioned that we need the right thing for the right activity,” Jill LaRue-Rieser, the senior vice president and chief merchandising officer for the custom-storage company California Closets, told me. As clothing in particular has gotten less expensive and more bountiful, big closets have become a selling point unto themselves. “The builders really figured it out,” she said. “If they could hook women with enough space for their shoes, they could sell the whole house.” Which is why, for decades, the country’s closets have had no reason to do anything but grow, fueling the perpetual-motion machine of the modern wardrobe—you have more space, so you don’t hesitate to buy more stuff, but eventually your big new closets seem cramped and small. At that point, maybe it’s time for a new place with even bigger closets…

Bradford said that converting a spare room to a closet has become particularly popular in recent years because it accommodates various internet home-design fantasies: natural lighting, room for a center island, seating areas, and space to show off particularly beloved collections of sunglasses or handbags or sneakers. “If people have something they value a lot, they want to create a perfect space for it, to highlight it,” she told me…

In other words, extreme closets may be starting to resemble those of, say, 16th-century Europe: a collection of prized things on loving display, a comfortable seating area in the innermost sanctum of one’s home, maybe a little desk area to work in solitude. “It’s about being proud of your space, feeling really good and calm in your space,” Adams said. Just like the Renaissance-era closet enthusiasts—though they probably lacked a wine or coffee station.

Jay Pritchett was ahead of his time: what America really needs are closets, closets, closets.

As the article notes elsewhere, if HGTV is to be trusted in this matter, a lot of bedrooms have been turned into large closets. This is a formal statement: a homeowner wants a large closet with particular features. But, this is a formal declaration of what has been happening for decades as Americans used spare rooms, attics, basements, and garages to store all of their items. As a person with a fair amount of stuff myself, I was intrigued by the first neighborhood we lived in as homeowners where all of the units had one car garages. Very few people parked in those garages. Instead, they held various items that did not fit in the relatively-small-by-today’s-standards 1,450 square foot residents.

I do think the curating and display of one’s possessions is worth noting. Today, it is not just about owning items but also about having ways to organize and show these items. Traditionally, closets are not something a homeowner might show to visitors. But, convert a room into a closet, put in an island and custom shelving plus a dazzling light fixture and this is now part of the home and possessions tour. How much time people actually spend in the expanded closet does not matter; this is a luxury item for the homeowner and the visitor.

I wonder if the reduced size of American households plays a large role here. If households have three-plus bedrooms but only a few members living in the home, there is now a free room. This could become an office; this has also picked up in recent years, even before working from home due to COVID-19, due to an interest in a clearly-defined and purposeful space. But, it could also become a closet or a theater room or a workout space.