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Louise Clarke

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Although very competently produced and filmed, the video in this article definitely cost nowhere near £25k to produce. We've made TV dramas, drama docs, ads and music videos with far more costs, for much less and there's no location fee or audio work with this property video. However, the especially commissioned music was by Flo Rida, which probably bumped up the budget considerably. I bet the PR generated by the video has been worth far more than the budget, so, to the agent, the video could well have been worth every cent. I'd also say with the music and story telling choices in this particular video, they've really narrowed their audience, but that might be their intention, it is prime LA after all. It's not the most expensive US property video though, legend has it there's a US property video out there that had a US$1m budget, but we've yet to track it down. We also wonder whether some of the super glossy videos (not thiso ne particularly) are just showreel pieces for the production company / director keen to break into advertising / film making. We've studied the US, Aussie and UK property video markets for quite a few years as we specialise in producing videos for property professionals and there is definitely a place for high end glossy property videos. In the UK, buyers and sellers also want videos and vendors are more likely to list with agents offering property videos. Agents already commissioning professionally made property videos are so delighted, they're now using video regularly. Property videos widen the customer base, bringing in more viewings with people who really are interested in the property and this means many properties sell for nearer the asking price, sometimes more. There is a huge demand for property videos in the UK and there's a property video option suitable for any property - from the simplest walk through to the super glossy lifestyle video such as this one. For high end properties, an estate agent and their chosen production company should always decide whether they want a PR video like this one, or a marketing video that actually sells a property. There were a couple of disappointments for us, not with the craft skills, but the simplest of things such as the end credits and all that budget and the production company didn't set up client video hosting!

From: Louise Clarke 14 July 2015 15:04 PM

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