Outlandish Lifestyle Luxury Real Estate Marketing Becoming The Norm In Los Angeles Market

July 20th, 2015

WestHollywoodAnders in Hawaii and Lee in Texas both pointed out this property video to me last week. This property is marketed by Rayni and Brenden Williams. Also, there’s a LA Times article that featured the video last week and claims that there’s a trend under way:

The high competition among agents reflects the rapid and global rise of extreme wealth. The number of billionaires worldwide is at a record high: 1,826 total, with 290 newcomers, according to Forbes’ annual list. Many are foreign; more of them than ever before are under age 40.

They’re increasingly likely to buy a property based solely on what they see online, especially if they’re from outside the U.S. So upscale homes are often advertised via glossy websites stocked with detailed floor plans, Hollywood-caliber videos and aerial photos taken by drones.

This appears to be the same kind of luxury property marketing that we’ve seen going on in Australia, particularly on the Gold Coast for a number of years. It’s finally moved to LA. I’ve always wondered why there wasn’t more of this going on in the past in the LA area since there is no shortage of video and creative talent. It appears that the billionaire buyers have got them engaged in the LA area but don’t expect this to happen everywhere.

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28 Responses to “Outlandish Lifestyle Luxury Real Estate Marketing Becoming The Norm In Los Angeles Market”

  • Hi Larry, The video is back on YouTube at this link: https://youtu.be/jtWoI-cDm5g

  • Thanks, Ron!

  • Yikes. That’s a pretty heavy duty rap song for a video featuring five lily white women who couldn’t afford to live there. That’s distracting.

    The Gold Coast video are far better directed and concieved, and while still being unbelievable, they have sex appeal in spades. This video wasn’t sexy at all, while desperately trying to be.

    It seems a shame to waste all that great technical production quality by pairing it with poor direction.

  • We’ll it’s certainly hollywood, that’s for sure. I think the video was very well done however like stated above, the women in the video were more distracting than helpful. This seemed much more of a rap video than a real-estate advertisement. I can’t lie though… still jealous!

  • I think the video is made well. A few notes… there is another version of the video with a different song – perhaps targeting a different audience? If they are using different tracks for the video depending on who they are marketing to, that’s pretty genius. The Flo Rida song is NOT heavy duty rap. And if you listen to the lyrics, they are pretty fitting for staying in because you’re house is so amazing that you can get dressed up for a selfie and still stay home. At a $33M price tag, I’d be playing that song all day – and I wouldn’t leave home either. (And I’m totally a lily white chic.)

    Video with another track to it: https://www.youtube.com/watch?v=O-sgpkXNYmo

    Another thing… This house was purchased in 2008 at $4,450,000. Talk about upgrades and a killer market!!

  • I am not sure where many of you are located but this video is aimed at the demographic that is buying these sort of homes in SoCal and specifically L.A. The largest market in L.A. are young wealthy Asians that are very enamored of the young hip lifestyle as portrayed in this video. The party/model/ Hollywood vibe is what they are interested in. The hipster life is on fire in L.A. despite the disparaging remarks made about it.

    Further east the videos are tailored to older white retirees and golf and drinking lifestyle images. San Diego is about the beach, views and sun. The Bay Area is about the views, wineries and hip bistros.

    In the end this video is very well done for its intended market. One’s discomfort reflects the market/lifestyle they live.

  • @Kelvin,

    Not sure what the color of their skin has to do with what they can afford?

    Doutzen Kroes makes around 10 mil a year and is a “lily white” woman….lol. At any point in the last 10 years, Gisele Bundchen could afford 3 of those houses!

    Not to mention the fact that only 1 woman technically lives there, with her husband, who leaves at the beginning……

  • @ Dana

    Thanks for pointing out the other version, I personally think the rap version works far better overall for this particular house.

    Its amazing the difference the music makes when watching the 2 versions.

    Ben Bacal is the other listing agent on that video and has been pumping out these style of videos for awhile now, here is another good one

    The company Ben is using is Tri-Blend Media who has an impressive portfolio https://vimeo.com/triblendmedia/videos

  • I also think the Flo-Rida version works better for this house. Although, it was smart to create both versions.
    Considering that Jay-Z and Beyonce were in a bidding war against Markus Persson (Minecraft) over this house:

    I’d say the Williams team knows their target market well.

  • I think it’s great! And I definitely like it better with the original (rap) music.

  • @Chris – They are unrelated in this ($$/skin/style). Something’s incongruent about the content to me. Like, pick a genre. I’m talking in terms of visual and audio coherence.

    It’s the music choice i think, given the visual content. If you play Maroon 5’s “Love Somebody” to it, it makes more sense to me, not so much the lyrics, but the feel of what we’re watching. The content has joy, the song chosen has a lot less joy. Mismatch.

    But yeah, I mean, I would totally go for Gogo Yubari and the Crazy 88’s in this video. heh heh

  • Cool video, but I can’t imagine how much they had to pay for the rights of the songs. If they didn’t, watch out.

  • With as much budget ($40k) and exposure they expected this video to have, I’m sure they paid for the rights to the song. They even give credit to Flo-Rida in the end credits.

  • Exceptionally well done. But about twice as long as it ought to be.

    Two thoughts about the comments thus far:

    1) That’s not rap, it’s hip-hop. And it’s so far from heavy-duty it barely even qualifies in the genre to begin with. This soundtrack is pretty vanilla. But — I LOVE it!! One of my biggest complaints about real estate videos is that the music puts me to sleep. This one makes me feel energized and like, oh I don’t know, ready to buy a big trophy house or something.

    2) If you think there are no young people who can afford houses like that, you’re obviously not on either of the coasts.

  • The best part of this production, is the audio. Great song and very suitable.

    I watched it twice just so I could crank the music and pretend i was there 🙂 (not in my tiny 1 bedroom appartment) 🙁

  • I personally like the Flo Rider version, for me it connects it all together….the instrumental version just doesnt seem to fit….maybe if there were no girls and just doing the house but the real question i have is was this shot with a drone? If so how is that possible without the Faa not fining them…i have one which i dont use because most of the agents are being told not to because of the FAA, fear of court and being fined.

  • !! I usually don’t comment 2x… but make sure you see the interview w the Realtor and the media team for ABC News on the video we’re chatting about. 🙂

  • $40k !

    it was clearly shot with a DSLR, Phantom 3 or Inspire 1 ( for aerials and steadicam) and a slider/dolly

    Think the production value is good bbut not of the quality of Platinum HD here in the Gold Coast

    $40k !!!!

    Im moving to LA

  • I love the home, but I found the girls in the video distracting my attention away from the house. I watched the vid with no sound first to see if the visual side worked. I didn’t care for the soundtrack at all. I would rather see a script that featured the home by itself for 2/3 of the time and 1/3 of lifestyle vignettes of the couple in the kitchen cooking, in the pool, a dinner and/or drinks party with other attractive and well dressed couples (or equal numbers of men and women.) A ladies get together and a group of guys in the media room watching a sporting event would work. I could even see reversing the percentages. As it stands, the scenes feel too much like they are lead-ins to a porn movie with a bunch of scantily clad women bouncing around everywhere.

    We all know that sex sells, but would Mr. Home Buyer send a link to the video to his wife (who usually makes the decision to buy)? I have heard that people in that income/wealth bracket sometimes get up to activities that would give Mrs. Grundy a coronary, but at the same time many of them are much more conservative. $40K on the video is a huge capital risk. Just like flippers that go with a neutral color palate rather than decorating in a Liberace inspired theme, would it have been better to go with a more middle-of-the-road feel?

  • …. tend to agree with my antipodean cousins, reckon Platinum HD would have blown tis outta the water with a USD$40k budget

  • I love seeing stuff like this. The Tim smith group in Orange County produces better videos than that one in my opinion. And they follow up with very nice photos, which is the part that gets me excited. Out here it’s not out of the ordinary to see a 10 million dollar house listed with 40 dollar HDR work. Hopefully that will be a thing of the past soon, these trends have a way of trickling down.

  • I don’t freakin’ believe it… Not to beat the dead horse after it’s already passed, BUT, are telling me that with a $40K budget you can’t possibly find the time to correct the verticals? gee whiz… I was holding back on that because I felt I had griped enough already :), but d a n g i t, man… Is the uncorrected high-end property look part of the hip-hop culture? maybe… it’s art. (not just this video, but Tri-Media doesn’t seem to correct verticals on any of their videos) That’s even more distracting then redundant valley girl shots. heh (Sorry Blake, just busting your chops, perhaps you should post some of your work on this site for a proper review) 🙂

    btw-
    rap=song
    hip-hop=culture just ask Ice Cube “rap are the songs within the hiphop culture”

    My usage of the term “heavy duty” was compared to the floating drone and 3-axis gimbal shots Blake uses, not as compared to other rap/hip-hop songs. The visuals look like they could just as easily go with Wilson’s ‘…i with they all could be California girls’, but I feel this song feels heavy for the visuals. Maybe some Rhianna, like how about “Biotch better have my money!” hahahaha

  • Progressing and moving forward. I love it. I too feel it should have been shorter. It started to become redundant at times. At 3 minutes, I was sold already.

    Hey Kelvin – most consumers don’t notice verticals or care.

  • Love the concept of the video, however as others have said already, it was way longer than it needed to be and was filled with flaws which at first I didn’t care to even comment on but after hearing it was a 40K budget I was shocked.

    If I had a 40K budget for a film like this, I would hire make up artists, stylists and a qualified editor to complete the video and look for things I found such as….

    The reflection in the artwork at the 1:58 mark of the two camera guys. The aerial guys are standing in the driveway at the 0:45 mark which is very amateur (sorry guys but it’s true, staying hidden is essential). What’s with the shot at 1:15? Girls heads cut off and tops of chairs? Then there’s a drone shadow on the house at 1:46 and a different angle could have solved that or different time of day. There’s another reflection of the gimbal operator at 1:50 in the stairwell. For 40K I would have cleaned the railing glass at the 2:01 mark. Hi I see you in the window reflection at the 2:03 mark (guys, glass is reflective).

    I would also not let the husband wear some cheap, loose clothing and pleather sandals in the opening sequence carrying a cheap suit cover as he heads out the door. Actually I wouldn’t let the husband be involved in the shoot at all (if that’s him), but would hire a model that would sell the image better as did the women in the video. When you’re selling a house at this price to a cliental which they are clearly targeting, you need to place them in the house, the way they feel they are portrayed or want to be portrayed.

    Bottom line, this production company got away with one and most people aren’t going to dissect it as some of us will, but it’s a learning lesson for those wanting to step up real estate videos to the next level. Do your homework and never let quality and details suffer because your competition will be the first to point out your flaws to compete for the business.

  • It’s inspiring to me to see this level of success, especially in my market 🙂

    Sure we can pick flaws all day, and I’m sure some competitors will try and do a “better” job, for less money, and less, and less…

    I doubt the average young millionaire (the target market btw) is critiquing verticals, and being turned off by things like reflections, tiny drone shadows, etc.

    @Kevin – Are you an authority in the hip hop culture now? Just stop, let it go. How many hip hop/rap stations do you even have in Billings MT?

  • @Robert – I appreciate your comments and would like to say I doubt the average realtor (the target market btw) is critiquing verticals or reflections with real estate photography either, but it doesn’t stop professional photographers from spending countless hours setting up, shooting, editing and delivering a professional product.

    My comments aren’t about whether the average millionaire will be turned off by reflections, drone shadows, etc. It’s about the profession of creating a video with a 40k budget only to deliver a product full of flaws found in amateur video productions with a budget of much less. Point being, it’s a great video with great bones, it just needs another pass through the sieve before releasing the final cut. Comparing this to a music video, which it kind of is, do you think a Flo-Rida music video would be full of these kinds of mistakes?

  • First of all, 40k is not a lot of money in LA for a film production, of any kind.

    Models charge 500-1500$ per day. There looked to be 5-6 models in this piece. 3000$-10000$

    Music licensing cost could easily hover around 5-10K for the year.

    The House looked staged, 5-10K plus.

    If those numbers are even remotely close you are looking at 15-30K for the crew, of which there may seems to have been 2-3 people I imagine.

    I would guess this took at least 2-3 days shooting. Perhaps 1- 14 hour day with the models there. Maybe a week to edit.

    Im sure they had a few drones, multiple cameras and lenses and lights ect. If you wanted to rent all that stuff for a day or two it would cost 2-3 thousand dollars. You have to be insured unless your a real gambler. All that has to factor into your production cost.

    I am guessing the people who filmed, shot and edited this piece “profited” 10-15k from that 40K number.

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