Top 7 Real Estate Property Development Videos

Trying to sell something that costs hundreds of thousands of dollars and doesn’t even exist often requires a black belt in marketing. 

 

Selling an existing residential home is relatively simple compared to selling real estate development properties.

An existing residential home has its own unique character and features and can be clearly positioned based on its obvious and tangible value.

Contrast that with selling a Development Property which is often nothing more than a promise where:

  1. The individual units being sold are just an empty concrete container in space (with a view.) and,
  2. You can’t even begin construction of the project until you’ve presold the majority of the units.
REAL ESTATE DEVELOPMENT PROPERTY VIDEO DEFINED
We’ve defined real estate development properties as any multiple-unit property being sold as a collection of individual properties.

Clearly, marketing plays a critical roll in selling development properties.

The biggest challenge for developers is demonstrating what life will be like in the new project… before it’s built. This takes imagination and a considerable investment in marketing support materials. Video is becoming a bigger piece of these efforts.

 

Here are our Top Seven Real Estate Property Development Videos:


Brand: Montage Residence {Kapalua, Hawaii, USA}
Production Company: Ruhm Luxury Marketing

This video is one of the best we’ve seen. Here’s why:

  • Montage Residence is a family-oriented development. If you’re going to promote a development targeted to families then you’d better show happy families in your video. Sounds simple right. (You’d be surprised…) The video takes great effort in showing a variety of family oriented activities that you could take part in on the property.
  • The video quality is top notch. Great use of drones to showcase the stunning setting and a really nice job of editing in the family in various settings. Not too much and not too little – they struck the perfect balance of people and nature and product in this video.
  • I love the style and tone of the narration as it weaves slowly through the video and is supported by a subtle underscore. Sure the words you hear are ‘real estate speak’ – real estate companies and their production companies can’t help themselves – but it works here.
  • Love the final drone shot that starts in the house and works its way across the main grounds toward the ocean.

Brand: Montage Residence {Central Ontario, Canada}
Production Company: Rock House Motion

Very similar style and feel as the video above… just far less to work with.

  • One of the biggest challenges/issues/handicaps when assessing a real estate video is trying to separate the natural beauty of what is being shot from the quality of the final video production work. Anyone can grab a camera, film a supermodel (or super-home) and look like a star. Doing more with less is a much (much) bigger challenge. This video is testament to that. In many ways these first two videos are very similar in style and tone. Admittedly, the film work is stronger in the first video. But honestly, which is more of a challenge, making a beautiful beachfront development in Hawaii look good, or making a riverfront development in Central Ontario, Canada look good. {I rest my case.} Rock House did a great job here.
  • The storytelling/narration is really good in this video. It’s not too contrived and it fits the mood and style of this video really well.
  • Lots of beautiful lifestyle shots in this video. When you’re selling a piece of land on a river you really have to go out of your way to sell the experience. Great job here.
  • At 3 minutes it’s a bit long, but there was enough to watch that I don’t think that’s an issue.

Brand: One Hyde Park {London, England}
Production Company: Unknown

This is an investment video masquerading as a real estate property development video.

  • The tone and style of this video is ‘high-powered business-class’, all the way. This is an investment video first, even though the video clearly showcases the lifestyle associated with the building.
  • The footage in this video is a very good example of the effective use of stock footage. You don’t have to shoot everything yourself. There is lots of contextual stock footage available today to flush out your video. It’s often better and cheaper to use stock footage than it is to pay someone to go out and shoot everything from scratch.
  • The style of music and the delivery of the voice-over suit the purpose of the video nicely.
  • Throwing in a beautiful woman and a Lamborghini is always a safe bet in these types of videos.
  • If you’re selling ‘Super-Prime’ residential properties in the hottest real estate market on the planet then leading with an investment pitch is likely a good idea.

Brand: Park Lane,  Ala Moana {Hawaii, USA}
Production Company: Ruhm Luxury Marketing

If you’re selling a development property worth tens or hundreds of millions of dollars, how could you not invest in video to tell your story?

  • Ruhm Luxury Marketing has developed 6 specialized videos for this development in Hawaii.
  • The property on offer (and the interactive video) are housed at a unique URL (see above). The property video offers an interactive storyline that follows the principal characters: Lucy and Elliot, through their introduction and ultimately leads them and the viewer to the property being sold. You are asked through various points in the video to chose a path to the destination. As few people would have seen this type of interactivity in a property video, I would suggest the novelty factor alone would drive a lot of interest. The whole point of this video is to draw attention to itself.
  • The acting is good enough to keep you watching.
  • So here’s the question: Does the interactive story get in the way of the property? The quick answer of course is yes, it does. But I don’t think that matters. This interactive video was created as a supplemental marketing tool to support the rest of the marketing material that already exists on the website. If you’re interesting in seeing the surrounding area and watching an interactive story along the way, after you’ve been presented with an overview of the property for sale, I think this video is a great tool to deepen the emotional attraction of this property.
  • A broader question is whether interactive video is effective in real estate video. As a novelty item I’d suggest it is. As a cost effective way of marketing your property, I think that moving from a passive to an interactive format requires a lot from the viewer. If you don’t give the viewer a really good reason (i.e., a great story or a big ‘reward’) to actively take part in your video, you’re likely to lose them. You never want to illicit a ‘naaaaaahhhhh, I can’t be bothered’ feeling in your viewer because that feeling flows over to everything else.

Brand: Array – Mirvac {Melbourne, Australia}
Production Company: Golden Eye Media

Lots of detailed information being communicated here.

  • Good idea to have the designers talking about the unique aspects of the condos and cutting to the various features as they talk.
  • If you can get through the real estate speak (I think they co-opted ‘materiality’ from the world of finance and summarily dumped it into the real estate lexicon…) it’s a good idea to showcase the exclusivity of a high-end property. When you’re spending millions of dollars you want to know that your new property is an original.
  • Stunning design all the way around – the building , the interiors, the decorations, everywhere you look there’s another brilliantly designed object to look at.
  • Smart to focus on the small details as well as the big picture of the project.

Brand: Private Chalet {Zermatt, Switzerland}
Production Company: Vividia (London, UK)

This one is almost epic.

  • Love the beginning. Who doesn’t really see themselves as belonging to the ‘I typically arrive at my destination by helicopter’ crowd.
  • I like the editing choice to juxtapose the interior shots with the helicopter arrival shots – it’s a good storytelling device to let you know what’s just ahead.
  • Epic music is good and the choice to start with the slo-motion shots is inspired. Everything seems a little more important when it’s slowed down a bit.
  • I’ll be honest, I didn’t know if this is a single property, a development property or a hospitality video. It could be any or all of the above depending on who buys the property and what they do with it. I could see this being a multi-unit chalet, a lodge or just one big honking chalet for one well-healed individual.
  • The only thing I would have liked to see more of is the context of the chalet. You see one brief photo/video of the chalet at 0:46 but I’m sure that the property’s setting is as stunning as the view.

Brand: The Alef {Dubai, UAE}
Production Company: Luxhabitat (Dubai, UAE)

Al the bases were covered in this video.

  • Really nice job integrating CGI renderings with lifestyle shots.
  • I like the editing choice to juxtapose the interior shots with the helicopter arrival shots. It’s a good storytelling device to let you know what’s just ahead.
  • Epic music is good and the choice to start with the slow motion shots is inspired. Everything seems a little more important when it’s slowed down a bit.
  • I’ll be honest, I didn’t know if this is a single property, a development property or a hospitality video. It could be any or all of the above, depending on who buys the property and what they do with it. I could see this being a multi-unit chalet, a lodge or just one big, honking chalet for one well-healed individual.
  • The only thing I would have liked to see more of is the context of the chalet. You see one brief photo/video of the chalet at 0:46 but I’m sure that the property’s setting is as stunning as the view.

 

Share your thoughts on these videos below.
If you have a suggestion for a video that you think should be included please submit it using the link at the top of this page.

Jimm Fox

Founder

Jimm has been working in video and marketing for the last 25 years agency side, client side and in video production.

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