Viral Real Estate Videos
As video becomes the ‘go to medium’ to communicate online, the next challenge is gaining an audience and while boosting a film might make the marketing department feel good about the statistics.
The true measure of entertainment is what used to be called “water cooler”.
The term comes from the days when staff stood around the cooler and talked about last night’s TV shows or the latest film.
Today, the term is “viral”.
We believe to get something to go “viral” you need a combination of shock, horror, comedy and outrageous production values.
You need to hit a nerve and polarise an audience.
Don’t be mistaken. That audience knows the difference between something that’s been properly produced, cast and professionally filmed.
The same audience that watches your marketing films also has Netflix and votes with the remote.
Just because it is online video doesn’t mean it can’t smear the reputation of your brand.
Which is why going viral almost always comes with a risk factor - especially in the ultra-conservative property industry.
In the middle of the Global Financial Crisis, NEO got millions of views and global press from videos like 15 Queen Anne and 92 Savoy. And sold the properties.
Our most recent viral campaign involved producing a series of 12 under 60-second webisodes for an imaginary real estate agency called My Kingdom.
It was followed up by a series of personalised videos addressed directly at the Coast’s Top 10 Agents. In the Client’s own words, the result was “Excellent. The strike rate is sensational.”