A raunchy real estate video marketing a Sydney property that went viral has paid off big time for the owners, who have secured A$1.72 million (NZ$1.83m) prior to auction.
Over 1000 groups inspected the luxury home at 42 Chamberlain Rd, in western Sydney, which sold to a 23-year-old first homebuyer.
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The home sold to a 23-year-old buying their first property. He saw the home after his brother told him about the video, which features a man and woman dancing around the house provocatively, jumping up on the kitchen bench and swimming in the pool.
Listing agent Sam Nader of LJ Hooker Bankstown said the video served its purpose in drawing interest to the four bedroom home, which had recently been transformed by the vendors. “The price is more than we expected so it looks like the video worked a charm,” he said.
“I have a new one already planned. In real estate it is all about getting people to see the product, the more people who see it the more interest it gets.”
Mr Nader said he had received an incredible amount of support for the video, even from people as far away as the US and the UK.
He was originally forced to take it down and even issue an apology after it caused a huge stir on social media.
OneRoof.co.nz editor Owen Vaughan said the success of the video underscored how crucial marketing was when selling a home. "Not every house deserves to have a Dirty Dancing-style ad campaign but a clever marketing strategy helps good homes stand out from the crowd."
He added: "Fair play to the agent for trying something different and catching people's attention."
Bayleys national residential manager Daniel Coulson said agents showed their worth when devising campaigns that get the best results for the vendor.
“While interpretative dance might not always be the answer, what this result does highlight is the growing importance of out-marketing your competition and aligning yourself with an agent at that has the the ability to guide you through the most effective way of doing so,” he says.
Ray White City Apartments sales manager Daniel Horrobin agreed, describing the viral ad as a "real testament to the power of creative marketing and the positive impact it can have on audience engagement".
He added: "I think this type of creative marketing is missing in New Zealand and would certainly be very effective in our market.
"The major challenge the market has right now is buyer commitment. Thinking outside the square like this can attract a larger buyer audience, more competition and ultimately a successful sale."
- news.com.au and OneRoof.co.nz
