Thanks to Saul in Suffolk Park, NSW for the link to this article in the Sydney Morning Herald about the 5 minute property video that listing agent Ross Savas of Kay & Burton paid $200,000 for to sell the Ilyuka, Portsea mansion near Melbourne, AU.
This is proof that top agents are willing to spend big money to market high-end listings. But I it's also proof that just because you have a big marketing budget doesn't mean they can get good results. This property video reminds me of the JFK home movies shot at the Kennedy compound in Hyannis Port. For $200,000 I would expect a complete mini series. Perhaps there are more episodes coming.
For contrast, here is the kind of 4:47 minute that cost $8,800 AUD. This property video was produced by Brett Clements a couple of years ago. Brett by the way works in AU. Ross, you need to do more research before you spend your marketing budget on video!
I have no problem with spending $200,000 for a video to market a $20M listing but for that kind of money I want the video to take my breath away and effectively communicate something about the property. I want it to generate enough excitement to make me want to at least come see the property! This video of Ilyuka doesn't even come close for me.
The Ilyuka.com website just came online today. This helps. Twelve very nice images. A floor plan. But the navigation is kind of slow and awkward. Hopefully the site is still in development.
The more I look video the more outrageous it feels that it doesn't do a better job of selling the property. After watching it for 5 minutes you end up knowing very little about the property and the video has not created a desire to own this place or even come look at it. The video simply doesn't work for me. What do you think?