Trends on the left coast seem to make their way here eventually. Marketing super expensive properties with story lines in them actually seems to have started on the Gold Coast of Australia but this West Hollywood home apparently had a $40,000 marketing budget. That might not be an inappropriate amount for a home with a $32,000,000 price tag. This is the video that was produced.
You are not likely to see anything like this around here anytime soon because the people that want or can afford this kind of lifestyle are more likely to be attracted to Hollywood than the Triangle. However, you are likely to see some of these elements emerge in a less flamboyant way.
This includes the use of video. It’s more expensive to produce good video but you will see it emerge more in high end properties.
Another trend you will see is the use of people in the promotion of homes. Most real estate photography takes its style from glossy architectural magazines. Rarely do you see a person, although that is common in almost all other advertising.
Closely related to that is a story. In this it’s the husband motoring off in his Corvette leaving his gorgeous wife behind to invite all her starlet friends over to sun and swim in their itty bitty bikinis, drink wine in the afternoon and observe the electrified Hollywood skyline at night.
It’s about selling lifestyle. There’s not a word about the number of rooms, multiple HVAC systems, energy efficiency or nearby schools. It’s the old marketing distinction between features and benefits.
