In-house Marketing: Using Cinema to Showcase Luxury Homes
Luxury Estates International (LEI) has built a reputation for using the latest technology to showcase luxury real estate properties. One tool in the company’s arsenal is the ability to custom craft cinematic-style videos in-house to exhibit not only the features of a home, but the lifestyle it represents. When it came time to list a uniquely lavish home at 1504 MacDonald Ranch Drive, LEI team knew the bar had to be set even higher.
“We wanted to make this our best video to date,” says LEI Director of Sales & Business Development Michael Zelina, who is also the listing agent for the home. “The property has so much in it, the hard part was trying to fit everything into a three minute video.”
The home known as Moon Crest Estate had already seen some valuable camera time when declared the “World’s Best Party Room” on HGTV. It’s a true palace of indulgence with a motion-seating movie theater, bowling alley, dance floor, golf simulator, video game arcade, wine room, full bar and infinity-edge swimming pool among its many features.
The idea was to produce a high-energy video that would eclipse not only the segment that aired on HGTV, but anything LEI had done before. Zelina licensed a high-energy dance track to serve as the musical backdrop for the video, while telling a story about how a group of girlfriends come home after a long day, lounge by the pool, enjoy the home’s many features and then wind down at night by the firepit with a glass of wine.
In addition to the actors needed for the shoot, the crew consisted of four camera operators providing aerial, motion, still and behind-the-scenes photography. Using a drone camera was especially important to capture the scale and scope of the championship golf course that sits below the home as well as what Zelina calls “the lowest, closest unobstructed view of the Strip” in the Las Vegas Valley. “We wanted perfect weather with perfect clouds,” he says. “This was a three-week process of scheduling and canceling appointments to get the perfect lighting conditions” The editing process alone took two weeks, making sure everything was right, from the graphics to how each shot matched up to the music. “I think the video pushed the limits of what can be done in Las Vegas,” adds Zelina. “This is a great way to be a step ahead of the market.”
The video was released on YouTube, Facebook, email and the Moon Crest Estates website. Take a look for yourself and see how Luxury Estates International is fully utilizing the power of video to showcase the very best upscale properties.