or Login

MAKING THE VIDEO

June 7, 2007 -- There's a movie shoot of sorts going on in the 26th-floor penthouse at the Schaefer Landing development in Williamsburg. But you won't find George Clooney or Scarlett Johansson here. Instead, it's the apartment that's the star.

Prudential Douglas Elliman broker Michael Hoy is in the kitchen with his cameraman mapping out a shot.

"Make sure you get the Viking appliances and the refrigerator wine cooler," he says.

They're filming footage for a video tour of the property, which Hoy will post to the online video-sharing service YouTube.com, letting house hunters from all around the world check out the pad.

"Changing the game, baby," he says, looking around the unit and speaking to no one in particular. A bit of an overstatement? Probably. But with videos like Hoy's becoming ever cheaper and simpler to produce and increasingly easy to distribute, technology is bringing another new wrinkle to the business of selling apartments.

As high-speed Internet access has grown, online videos have become more and more popular. YouTube alone now serves up more than 100 million clips a day. Sports highlights, stand-up acts, exquisitely choreographed lip-synching routines - if you can film it, it's probably on the Web. So why not apartment tours, as well?

"It's the most obvious, genius idea," says Prudential Douglas Elliman broker Darren Sukenik, who, with the aid of his publicist Kelly Kreth, has recently begun filming profiles of his listings for distribution online.

"My target audience is 25 to 45," he says. "They begin their search on the Internet. They do everything on the Internet."

"You have a whole generation of buyers who've grown up online and with real-estate-oriented television shows," says Mike Simon, the president of Century 21 New York Metro and another client of Kreth's who decided to give Internet video tours a try. "This is just kind of tapping into that natural evolution."

Simon's first experience with the medium came when he and Kreth filmed a short piece showing off one of the firm's listings. Just a day after the video went up, the apartment had a buyer - for $1.5 million in cash. According to Kreth, the woman who purchased the property had seen the online video and liked the place's feng shui.

For Hoy, the idea of posting video tours online came to him as he looked back on his own recent New York apartment search

 

 

« Go back to the news

THE DARREN SUKENIK  TEAM

THE DARREN SUKENIK TEAM


140 Franklin St

New York, NY 10013

Office: 212.727.6111

Mobile: 917.566.8331

 

CONTACT ME

Email us »

Download vCard »

 

or Login