As a broker in charge with Hawaii Life, I see a lot of contracts, marketing, compliance items, and listing photos. It always amazes me when you see a beautiful home or listing that has just the basics done as far as marketing and promotion. The fiduciary responsibility is to best represent your clients in all ways every time. We are seeing now more than ever buyers looking at homes virtually or by way of purely marking materials. In a market such as Hawaii, it’s not always the easiest location to house hunt in person. That is one of the many reasons a solid marketing plan to best showcase the asset is critically essential. It might be a budget issue, lack of market intelligence, or just pure laziness but some listings are just left with bare-bones marketing being done and that lack of ingenuity comes through to buyers when they are searching for a new home.
This is why with my new offerings of MLS# 202109715 on Portlock Rd listed for $3.4M, MLS# 202109718 on Poipu Dr listed for $13.5M, and the combined multi-lot and multi-dwelling MLS# 202109721 listed for a combined total of $16.5M will be marketed differently than most. We started from scratch with out-of-the-box thinking for marketing. Most agents can snap a picture and enter the data into the multiple listing service — but is that really the best they can do?
For these amazing properties and listings, the decision to do more and be better was an absolute no-brainer. What is the best way to showcase a home to get the most eyes on the assets, do something revolutionary and different, I say. Everyone has seen nice photos but that is just plain normal. On this listing we did something as far as we know that has never been done in Hawaii and possibly on the mainland as well for real estate and that is an FPV. This new technology called First Person Video deploys a drone to move around a space at a high rate of speed to capture images. We have seen this done just recently for commercial applications but not for a home. The differential on our HawaiiFPV is using live actors in the home while filming the video. Some have shot drone images of a home but we took it up many levels. On our new FPV, we had 25 or so actors in various parts of the property to help showcase the versatility of the estate. So for example a diver in the pool, people in the hot tub, a chef in the kitchen, and so on. One of the unique attributes of this FPV is using some recorded sound bites spliced into to the video at the precise time the drone flies overhead. So you might hear the engine roar in the garage when the car is started, piano notes rising as the drone flies above the piano player or the flame crackle in the kitchen when the chef flips the ingredients. These subtle touches help elevate the video to a next-level production all while showcasing the property. Obviously unique marketing is amazing, but the end result is to sell the asset. In doing a video such as this we have elevated the bar and the hope is certainly to see a viral experience all while marketing the homes for sale.
In addition to the FPV we did morning shots, sunset shots, drone, 3D mapping with Matterport, and have some amazing marketing in the works. Why print a handout flyer when you can make a hardcover coffee box listing the photos and assets of the home which is exactly what we did. Now the next plan certainly needs to include a global luxury footprint to market to the world. This is why the properties will appear in Luxury Portfolio international and Forbes Global Properties. There is no better way to reach the globe than with such high-end tools such as LPI and Forbes.
Social Media Traction
The social media campaign started weeks prior to the listing launch. This has included well-thought-out teasers of what is possibly is coming next. Some small leaks of a few photos, no specifics as to address and price and the hint of the FPV video drop. The feedback has been great and the social media aspect has already started to gain traction, evoke questions and anticipation of what we are going to unveil next.
The overall plan deployed here included print, digital media, social media, PR campaigns, and companies along with utilizing global platforms to help sell the incredible properties. To me, this is the level of marketing and service that best represents the client’s needs and wants in reaching a vast audience that might want to buy these homes.
Want to Know More?
If you want to know more about these assets or just to hear more about next-level marketing please feel free to call, text or email at any time.