Real estate media not only showcases a property's features, it should also tell a powerful story that generates interest, offers, and sales. Residential and commercial brokers put a lot of work into preparing listings, offering documents, and disclosures. However, buyers typically skim that information quickly then turn to media for a better sense of the property's features and condition. If the media grabs their interest, they'll return to the listing package for details. Here are guidelines we follow to craft a media story that generates interest and keeps the sales process moving forward.
Understand The Strategy
Sellers and their agents typically work together to assess a property's strengths, weaknesses, and competitive features. From that assessment comes a selling strategy and a marketing plan. We review the selling strategy and formulate a media plan to support it.
Draft A Media Package, Shot List And Proposal
The media package is simply a list of deliverable services in desired formats - photography, video, graphics. Not all formats are required for every property, the mix is usually determined by characteristics of the property, the marketing plan, budget, and time restraints.
The shot list contains a collection of standard shots for each room or space type, wide or detail shots of special features, view shots, and any recommendations based on our experience with the property type. Additionally, each shot is noted for time of day - daylight, sunrise, sunset, twilight, or night.
When the scope of services is complete a custom proposal is submitted, tailored to the unique features of the property and selling strategy.
Telling The Story
Refinement of the shot list is the key to telling a property's story. Beachfront properties typically have a shot list that emphasizes water views available from each area of the property, transition areas from the property to the beach, as well as privacy and security features. Homes with large lots might showcase privacy and the amount of usable area available. For remodelers and designers, a shot list could include before and after photos to highlight the value of improvements. In short, we create the media story by:
- Considering the property's location and features
- Supporting the selling strategy and marketing plan
- Focusing on the property's strongest selling features
Most importantly, real estate media should tell a story that motivates buyers to take action and supports the highest value of the property.
To request a media proposal for your property, see our Services page.