Do videos and photos where agents get dressed up in a costume, dance, or do something else that's gimmicky, actually help to sell homes?
These types of videos can definitely engage your audience in a visually compelling way. Some are amazing, some are lame, and some are extremely funny. Here are a few examples so you can see what I mean:
Casey Lewis, a real estate agent in Texas, dressed up in a T Rex costume for his photos and video, and used that to sell an $89,900 home:
According to this article at Forbes, ““, the home went under contract in 2 days. A great result!
Lewis told Realtor.com, “The listing has been featured on local news, shared hundreds of times on social media, and I’ve received calls from all over the country asking for information about the property.”
But Casey Lewis is not the first agent to try this type of real estate marketing. Another agent in Charlotte did exactly the same thing last year:
Real estate agent Jonathan Andrews about the video:
“Feedback has been unbelievable. A number of people have commented about how great and creative the video is. It’s certainly been much stronger than any other video I’ve made. But most importantly I’m receiving calls from people wanting to tour the home of this dinosaur video they saw on Facebook. That’s a new one for me!”
A few years ago , Jessica Arnett from Texas, dressed up as a panda in her photos:
Meanwhile, real estate agent Clint Smith in Queensland, Australia, used his smooth dance moves in a marketing video for one of his listings:
Unfortunately, Smith’s video doesn’t really show very much of the home – just a few different scenes in the living room and bedroom.
Another agent, Dylan Mahaney in New Brunswick, Canada, also did a dance video in which he wears a deadpan expression and moves through the house while performing “The Floss” — but he incorporated it as part of the overall home tour:
Mahaney said he has not yet received any offers for the Upper Coverdale, N.B., house — which is on the market for a cool $319,900 — though he hopes the video will get the attention of prospective house hunters. “Ultimately, my goal is to sell the house,” he said. “As silly as it is, my client will never be able to say that I didn’t try.”
Mahaney has also created other dance videos, and it looks like it’s become his signature style:
And maybe it’s working, because Mahaney has picked up some media attention for his unique videos:
NGU Real Estate, in Australia, also appears to be doing a lot of videos to promote their available listings. If you look at the history of , their older videos, while very professional, have very few views (around 1,000). However, once they started to include exotic cars and very attractive models, and advertised them on Facebook, the video views skyrocketed. Here’s an example of one of these videos which has had about 238,000 views at the time of this writing:
Leading marketing expert says real estate agents needs to be the “digital mayor” of their local market. These agents seem to have taken that advice to heart by finding new and creative ways to market themselves and their local real estate business.
But do crazy real estate photos and videos make more sales?
Does an agent need to do something gimmicky to stand out in today’s social media world?
I think it depends on what they do and how they do it. For example, the video done by NGU Real Estate in Australia that features a lot of exotic cars is creating professional videos for every home they list, as well as all of their rental properties. That’s a smart plan, as it incorporates consistency, and that approach can help a real estate agency become better known which, in turn, brings more sales. People like to list their home with a company or agent that is highly professional, and that creates exceptional marketing. I think NGU Real Estate, as one example, does that.
What about the agents that dress up as dinosaurs, or pandas, or who dance in a clip?
This marketing style can seem more gimmicky, unless it is part of a broader package that is consistent in its messaging. If an agent creates great work, and consistently incorporates, say, a costume of some sort in much of their brand then maybe that’s an appropriate step. However, these agents would want to be sure that such gimmicks do not detract from the ultimate goal of marketing the property. Some of the videos above didn’t get the balance right, with the video only being about the agent in the costume, but others did get the balance in terms of showcasing the home with a bit of an entertaining twist.