When dealing with a medium as relatively new to real estate as ‘video’, it’s application demands a big re-think around dialogue.
Take ‘You see’. Viewers ‘can see’ it is a kitchen. There’s no point in pointing it out to them.
“As you can see, I’m in the kitchen.” Yep. We kind’a guessed that. The fridge was a dead giveaway.
The audience will also decide whether or not a backyard is ‘awesome’ based on their own experience.
The Grand Canyon is awesome; the average backyard probably isn’t in the same league.
And so, we have to choose our words for video scripts in a completely different way. Changing the way real estate videos are produced is no overnight exercise.
We believe it has to start with the basics. Remove all the adjectives and replace them with the benefits. Sell the benefits. Talk about the lemon tree in the garden and its fragrance; the salt air.
Come up with an idea for a film so its not just a blow-by-blow/room-by-room tour.
To kick of the campaign, let’s look at a list of real estate cliches that are rolled out in most videos. (We’re guilty as charged as well) It is a list of jargon unique to real estate.
If you started talking like this to another human being, they’d have you certified.
All adjectives (awesome, beautiful, stunning, majestic, spacious, grand etc) – Nestled in a quiet culdesac – Nothing to do but pack your bags and move in – European appliances (Miele appliances) – Architecturally designed – MUST BE SOLD! – MUST SELL! – OWNER FORCED TO SELL! – Genuine seller – Opportunity knocks – Sun-splashed – Ocean glimpses – Gourmet kitchen – chef’s kitchen = has two microwaves – Generous bedrooms – Alfresco (outdoor area with a corrugated roof) – Open-plan (the greatest invention since the ensuite) – Island bench top – Flowing (rivers flow. homes don’t) – Boasting – A stone’s throw away from…. – A short walk from… – Modern/contemporary (oxymoron) – Arguably, could be without parallel (huh?) – Wide water/deep water (its water) – Easy access – Filtered ocean views – Media room (room with a TV)
Here’s challenge. Remove all cliches from your real estate copy. If you need a hand, give us a yell.
Change it UP!