GeneralMarch 28, 2011

Longer Ain’t Better

Longer Ain’t Better

There’s a very BIG misconception with property videos the longer a film goes for, the more value your Client is going to get out of it. The old ‘more bang for the buck’.

That’s just plain wrong. In our world, cutting shorter is harder.

It demands creativity and discipline. Any mug can throw together a three minute montage cut to elevator music.

I challenge you to be ‘riveted’ watching a three minute skin-care promo on TV. Unless its 3 in the morning – in which, case pimple creams endorsed by teen starlets help pass the time.

Only two people want to watch a three-minute video on a home: The home owner…and the person who ultimately buys that home. That’s an audience of two.

Your two to three-minute video may have ‘bored’ the rest away.

You would have still hooked the eventual buyer – and possibly a whole lot more – if you’d gone with a creative ‘ad’ not a room-by-room VT.

More buyers equals a better price. Today’s suppliers, PlatinumHD included, deliver set-piece products –  30s. 60s. 90s. There has to be a set duration and X number of stills etc for a Client to buy a product.

That said, QUALITY needs to rule over QUANTITY.

Today’s audience has an attention span literally measured in seconds.

If BMW can flog you a car in a 30 second ad, surely you can sell a house in the same?

The role of video is not to deliver a blow-by-blow, room-by-room virtual tour.

The role of film is to leave the buyer wanting to see more. By calling you.

The real value of a film needs to be measured by the time spent on location, getting every shot perfect.

Shooting every element at the right time – in the perfect light.

To that end, we’ve increased our time on location across our key productions, so we can focus even more on quality.

Our time on location to produce our ‘30’ – a $350 production which includes a 30-second video with a professional V/O, 10 or more photographs (all re-touched) and proprietary streaming has been increased to one hour.

Our time on location to produce our ‘60’ – a $495 production which includes a 60 second video with a pro V/O, 15 or more photographs (all re-touched), proprietary streaming PLUS inclusion in our in-room auction presentation, has been increased to one and a half hours.

Our time on location to produce our ‘90’ – a $675 production which includes a 90 second video, Agent dialogue on location, professional voice-over, split AM and PM shoots (including twilight), 20 or more photographs (all re-touched), proprietary streaming, PLUS inclusion in our in-room auction presentations, have been increased to approximately 2.5 hours.

PlatinumHD, Corporate