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This Week In Real Estate Video #46 - Reflection Tower II

Published: 23/02/2013
By: larry

When I was recently in Maui I had lunch with Tom Tezak and we were talking about this video from 2007 by Brett Clements and other examples of great real estate video in general. Brett's Reflection Tower II video is one of my all time favorite property videos. It was the first video I  saw that convinced me of the potential of property video. I did a post back in 2008 on this video that linked to a high quality version that seems to be gone now so we'll have to do with this low-res version. Brett won a Australian Marketing Award of Excellence for this video in 2007.

The reasons I find it such a fantastic video are:

  1. The camera work and editing are fantastic - tight, snappy and succinct. Just the camera work and editing hold your interest.
  2. The dialog catchy, engaging and beautifully written.
  3. The lady in the video (Kristine Lehmann) is NOT a model/actor, she was the listing agent for Reflection Towers II when it was being sold in 2007 and 2008. When is the last time you've seen a listing agent this talented on camera?

Tom suggested that I put together a page of top quality examples of property videos like Brett's. So that's what I'm working on assembling and Brett and Kristine's Reflection Tower II will be the first on that page. I hope to have the the video page presentable by next week at this time.

 

 

3 comments on “This Week In Real Estate Video #46 - Reflection Tower II”

  1. I was so taken with the photography and the agent that I can't tell you anything about the unit. Reminds me of all those cute TV commercials where you remember everything but the product being advertised. Award-winning videos are not helpful if the public can't ID the product 30 seconds after the credits roll.

  2. Two things that stand out about this video for me:

    1. It's incredibly captivating. With the music, narration, script, time of day, and locations, many stories were told. But all were woven together with the same message - Reflection Tower II is an amazing breath of fresh air. But it's so much more than the home that relays this message. It's the shots of the city, the setting, the beach, the clouds, and everything in between that really, as they say in the States: "Hits the ball out of the park."
    2. On a budget of $8,800, the sellers and Kristine Lehmann sure received an incredible marketing piece.

  3. Thanks for posting this. That production was one of the reasons I started shooting video. I hope we start seeing a lot more like this produced in the US. Your third reason got me thinking and I agree.
    Being able to put people in on camera was what inspired us to add video to our offerings. So far we have been very happy with the results. We are a long way from producing the kind of work Brett produces but the decision to work with people on camera has completely changed our business.
    The host in this production is outstanding but credit also has to go to the director. Working with people who have never been in front of a camera or who are not professionals is a fascinating art. The relationship between the talent and the director, and the overall mood on the set can make or break the performance. Trust, team work, respect, levity, creativity, enthusiasm and empathy are all skills that a director can use to bring out a great performance from people on camera. Whether or not it is going to work is unpredictable, for instance we frequently decide with the broker to toss out the script or completely change the way a person is being presented halfway through a shoot becasue it does not feel right and this almost always ends up being the right decision.
    I guess what I am trying to say is that when people are added to videos the power and complexity of the communication goes to a level that is hard to describe and it has turned us into students not so much of camera work but of human communication, both verbal, non verbal, not so much about thought but more about feeling. From my experience, she nailed it, and so did Brett.
    There are so many decisions being made on this video from wardrobe (no shoes and jeans ) to having a BMW in the shot and comparing it to Key West. Then mix that with her tone of voice, inflections, hand gestures ect and it is more than anyone can plan out and predict but the best directors, editors and even talent go with their gut instincts which have been honed through experience.

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