Do Gimmicky Photos and Videos Help You Sell Homes?

Is it really necessary to include something outrageous in your real estate photos and videos in order to get a property to stand out on social media? Some agents certainly think so, what with subjects such as dinosaurs and pandas bouncing through video images on a listing, or an agent dancing “the Floss” in every room. But do those crazy concoctions actually help you sell more homes? Or sell them faster? Or for more money? Well, the answer may depend on what you are actually trying to sell. So, you be the judge.

What are you trying to say?

One morning on the car ride home after a young preacher gave his first sermon, his wife leaned over in her seat and exclaimed, “Sweetheart, you did a great job today! I have no idea what you were trying to say, but you said it was really nice.” Sometimes the message you intend does not make it through to your audience.

That may have been the case with an agent who was presumably marketing a property on Facebook with this video, where he did more to highlight his highly-edited dance moves than he did to show off the home he was trying to sell. In his defense, the agent did put out a more purposeful and professional (albeit traditional) real estate video to market the home. But in this video, he only framed two rooms; hardly enough to place an emphasis on the property. 

Another agent tried a similar trick, this time with far stronger results. With one simple dance move, he positioned himself in nearly every room of the house to showcase property features. Although he was often the focus of the camera lens, the subject of the video was clearly the property. Of course, careful camera work, artful editing, and on-screen annotations did not hurt. His video garnered more than forty thousand views!

Feature the property, not the gimmick

A few years back, an agent dressed up as a dinosaur for the camera and appeared in his real estate video. He commented that feedback from viewers was “unbelievable”, and that a number of people enjoyed the creativity. But more than that, he said he received calls from people wanting to tour the home from the “dinosaur video”. The following year, another agent tried the same trick and the house he was marketing sold in two days. In fact, his viral video even caught the attention of Forbes.

Going back another couple years, an agent dressed up in a panda costume for her property photos. For her efforts, the agent netted twelve showings in the first two days.

What did these videos have in common? They all relied on a gimmick, such as a T-Rex or a panda, but they each focused on the property. There may have been a quirky character in every shot, but the subject was clearly the home.

If you are considering a creative photo or video idea, remember that it is a property that you are selling, not a gimmick idea!

Make sure the subject builds your brand

Another concept to consider when mulling over graphic ideas is how the real estate photographs or videos you create will represent your business. What do they say about you as an agent?

This Old Spice parody video was designed to introduce a realtor. It is hilarious. It has gotten nearly fifty thousand views. But would such an idea reflect your brand identity? Viral yes. True to you? Maybe not. This one is a little different and, while still tongue-in-cheek, sends a different message about the agent. A different style.

When you are thinking through how to showcase a home, consider how your images might reflect on your business. Consider it not so much as an isolated incident created for one property, but as a part of the whole picture that is your identity. Do you tend to be naturally gregarious, fun-loving, and a bit goofy in your business dealings? Or do you prefer to remain a bit more down-to-earth and serious? How are your tendencies already reflected in your brand identity? The photos and videos you create for your clients should probably not run appreciably outside the norm for your business.

So, find a subject and a story that works with your style. The viral dance linked above had great results. This agent tried to do the same thing but got only a few hundred views. Take a look. Both videos are well done. But did the gimmick work for both agents? How would it work for you? Maybe something aimed less at humor and more at a sexy appeal featuring a hot sports car and a beautiful girl fits better? You decide.

Don’t mistake popularity for professionalism



No matter what the subject matter is that you choose, if you are going for gimmicky, make sure that your photos and videos are done professionally. Another quality of the dinosaur vids and panda pics was that they were done with quality in mind. The more unique or outrageous your subject, the more important it is to do it with excellence. So here, you need to balance “standing out” with outstanding. Just because a video goes viral and gains a lot of likes, does not mean that it will help to sell a home.

Beyond a professional appearance, there are a few other components to consider if you want to produce gimmicky photos and videos:

• Consider not only the needs of your business, but those of your seller too. Remember, you are representing your client. Do not stray far from their preferences and comfort zone, otherwise you might get a lot of “likes” from viewers, but not from your client.
• Consider your audience. There is no point in spending a lot of money on a high-end video for a property at the lower end of the market. That does not mean you shouldn’t be creative - by all means, be as creative as possible - just strike a balance. Being popular with the wrong crowd will not sell a house.
• Remember to give a clear and simple call to action, otherwise your photos and videos will amount to nothing but entertainment- popular but not effective.

So, can a gimmicky viral video work for you? Maybe. Just make sure that whatever you produce, no matter how funny, fresh, or fashionable, is well-produced - not cheap and unprofessional. This is where a professional photo and video service is invaluable. And remember to showcase the property, not your gimmick. You are not selling the gimmick; you are selling a home for your clients. Make sure you are selling the right thing. Will gimmicks help you sell more? Odds are, in all likelihood, probably not. But they might...