Lisa Johnson Mandell says this La La Land real estate video may be the best she’s ever seen — and she’s seen a lot!
Here in L.A., you can’t just snap a few pretty pictures of your home, have your agent post them and then expect your house to be snapped right up. At a minimum, you have to make a video with a slide show and music. If you want to step it up a notch, you can throw some swooping drone to footage in. Some big-budget home sales videos even do a scripted production, hiring actors to tell a provocative tale in the home.
But the coolest one I’ve seen yet is this La La Land real estate video that uses the music from my new favorite musical and stunning choreography to show how residents can live a perfect La La Land life on the premises.
“We were trying to think outside the box to come up with something fresh and original for this house, which is so beautiful and rare,” says listing agent Horacio LeDon, with the Iconic Homes team at Partners Trust.
It must’ve cost a fortune, right? After all, a full-on production can add at least $20,000 to the marketing budget, and the cash usually comes out of the agent’s pocket, according to LeDon. He says the equation can make sense for a house priced in the $20 million range, but for an $8.5 million home, it’s more daunting. LeDon had to be resourceful to make his candy-colored vision a reality.
To give you a comp for videos, a “regular” video presentation of a Los Angeles–area home costs around $1,500.
LeDon started asking around, checking with the other agents at Iconic. One of them was dating director and choreographer Kristine May, who listened to LeDon’s idea and jumped aboard. May was able to get dancers to perform for free, in return for audition-reel footage. Everyone involved called in favors, and after a five-day shoot they were able to produce the entire film for under $5,000.
There’s a witty surprise ending that’s worth watching the video’s full 7.5 minutes. Yes, it does run a little longer than your basic two-minute real estate video.
But there’s a lot to show off. The 10,100-square-foot estate has seven bedrooms and 10 bathrooms. It sits on a 1.5-acre lot with a guesthouse, staff apartment, pool casita, and views of the San Fernando Valley.
“The response has been fantastic,” according to LeDon, who says they’ve received qualified requests for eight showings in just four days. For a property in this price range, that’s an accomplishment. In addition, he and his co-listing agent, Mark Rutstein, have been approached by other sellers for listing presentations.