Creative online video, PR, social media – and even a back cover ad in The Spectator Australia – combine to market real estate a little differently
When Campaign Brief publisher Michael Lynch and partner Patsy Peacock, chairman of bestadsontv.com, decided to put their country property on the market, they wondered if there was a more interesting way to do so beyond what was offered by most real estate agents.
They believe Kalimna Farm, their country home (which includes the Campaign Brief office/cinema used half the week – pictured bottom of the page) in Burrawang, in the NSW Southern Highlands, is a pretty special place, and deserves a special promotion.
First up, talented director+photographer+ editor neighbour Rob Macdonald, creative director of The Butterfly Armoury (and husband of top blogger Beth Macdonald, owner of Baby Mac) came on board to produce a beautiful video – released today – that is far removed from the usual real estate created efforts out there, as well as a dedicated Kalimna Farm website.
Says Macdonald: “House purchases are the biggest financial investment people will make in their lives, but they are also one of the biggest emotional investments as well. By presenting Kalimna Farm in a way that strikes the right balance between showing the key features of the property, while also engaging the potential buyers on an emotional level, we are hopefully engaging potential buyers in a more meaningful way.
“While video is becoming more commonplace in marketing homes, currently they are often simply video representations of the still images already being used to market the property. The real advantage of video is that it is able to tap into and convey the feeling and emotion of a home, and that is the approach we have taken with the video produced for Kalimna Farm.
“The life within a home is often generated by what people put in it. By approaching the video with a mindset of producing something that is part real estate, part lifestyle, we hope to give the potential buyer an opportunity to imagine themselves not just owning the property, but living in it.”
PR is being handled by Adam Mumford, owner of Men At Work, who is arranging a series of initiatives that will roll out over the coming weeks. One regular event is weekly ‘soiree’ opens every Saturday from March 21 between 3-4pm. Prospective buyers are welcome to come have a drink and enjoy southern highlands produced canapés, or even tea & scones.
In addition, social media will play a part: Kalimna Farm is already pretty well known in certain circles as the star of Lynchy’s Facebook and Instagram creation, Instagrams from Burrawang.
At the same time, a series of full page ads have been produced, specifically targeting readers of HighLife and The Spectator Australia – and other publications – which again are unlike the usual real estate print ads one sees.
The first ad in the series will appear on the back cover of this week’s edition of The Spectator Australia – reaching subscribers today, in newsagents on Monday – which, coincidentally, has Lynch as the first word of the headline on the front cover!
Why go with The Spectator Australia you ask?
The Spectator Australia is widely read amongst the political class, the media, academics and key influencers such as CEO’s and QC’s.
The Australian version combines Australian content with the content of the UK magazine. Popular features in the magazine include the ‘behind-the-scenes’ Diary section, as well as regular writers such as Taki, Rod Liddle, James Delingpole, Brendan O’Neill, Mary Wakefield and others. “The Spectator is more a cocktail party than a political party,” said Alexander Chancellor, former editor.
The current editor, former copywriter, creative director and film director Rowan Dean, is well-known in advertising circles and also writes for the Australian Financial Review and the Courier Mail.
The campaign will obviously also include online ads on realestate.com.au and domain.com.au placed by the two agents involved in the sale.