Selling a house with a film: this is the new trend that is developing in the USA.


Especially for luxury properties, although we will see in our article that the visual dimension of videos is important for all types of home.
Rayni and Branden Williams are two American real estate agents who were the first to use this technique to improve their communication to the target audience: "The marketing we know - they say - is no longer enough and we need to go beyond the traditional. Customers need emotion and amazement and, above all, they need to be able to imagine the house in which they are going to live".

To live a dream, then, and to identify with it.
We have always maintained that selling houses is not only a matter of the head but also of the heart.
Buying a house is very often the realization of a dream of life.
And in the case of these innovative "real estate films", what real estate agents sell is also the dream of a social position of level. Even for wealthy customers, a prestigious house remains a "status symbol", a testament to their wealth and success in the economic field. And so, alongside the traditional video presentation of the buildings, these short films are proliferating more and more. No longer just the cold vision of empty spaces, however beautiful, but real scripts that stage "rooms of daily life" and possible scenarios of life in those properties themselves.

A sort of cube Home Staging, where emotions are conveyed by the emotional storytelling that the film brings with it.
Rayni and Branden Williams add: "If the price of a property is, for example, 200 million dollars there are real estate agents willing to invest even 1 million in marketing.
This is certainly an extreme dimension, typical of larger and perhaps even more evolved markets.
But it also traces a groove with the past and points the way.
These short films are obviously "responsive" and designed for mobile use by an audience that uses a lot of smartphones, with a rather low threshold of attention. They focus strongly on the plus of the houses, showing the type of life of the "protagonists" inside them. The lever is the imaginative one of identification. It is clear that experiments on even less expensive buildings can be tried. Different budgets but what counts is the idea together with the ability to convey sensations.
The American Realtor Association has recently published a research according to which, in 2018, 43% of those who bought a house used YouTube, Vimeo and the like to search for their home: the value of videos in the real estate marketing mix is certainly increasing, and this trend can certainly not be overlooked.