When realtor Danny Dawson visited Howl Hill Farm for the primary time, he felt it — “the cool feeling of historical past” — and an emotional connection to the property. Dawson’s artistic gentle bulb switched on when the proprietor mentioned she was nonetheless in contact with Steward, the farmer who grew up on the land. Ignoring the rule that many brokers comply with about depersonalizing a property, Dawson did the other. He created a storytelling video advertising and marketing piece that stars the farmer/former proprietor; Steward was in a position to speak about native historical past and what it was like to develop up on the property again within the day, Dawson says. “It’s one thing fascinating (and) folks will watch the entire video to see the entire story. It drives views to the property.” Howl Hill Farm, picture courtesy Danny Dawson and Ardent Media Transforming a historic property into an expertise Dawson met with Ardent Media’s supervisor, photographer and videographer to talk about his imaginative and prescient, and collectively they got here up with a plan to create the video. “They ran the present,” Dawson says. “Ardent is a more moderen firm with one of the most effective photographers and high-end gear.”Their strategies included all the things from the place Steward ought to sit to which instances of day could be greatest to shoot so as to seize its most particular options. They additionally edited the video in-house, which ensured the sensation and high quality had been constant and precisely what Dawson needed.He additionally labored intently with the householders as a result of he says they “perceive their property. What the proprietor loves concerning the property is similar to what the client will love — the horses, the swimming lake and views.”Dawson ready speaking factors however mentioned Steward is “a superb speaker and simply instructed his story. It was a healthful second.”He says the “coolest factor was that we had been go, go, go. Steward, on the finish of the day, requested if we needed to keep for some treats — recent strawberries and cookies. It was one other healthful second and a reminder to us to decelerate and benefit from the course of.”Prepping the house took a few weeks, video and images took a full day, and manufacturing took greater than per week. The course of is not cheap, however he says, “I’d slightly spend somewhat extra and preserve the usual excessive.” He additionally says with a property on this value vary, there is a sure expectation of high quality and cash spent on advertising and marketing.Farmer Stew, picture courtesy Danny Dawson and Ardent Media Storytelling that sells Keegan Downs, CEO and proprietor of Ottawa-based Ardent Media, says, “The common price of the video alone from conventional actual property advertising and marketing corporations could be wherever from $1,000 to $2,000 relying on the property measurement and complexity of the deliverables.” Danny’s video alone would have in all probability fallen across the $1,250 to $1,500 vary had we not bundled it with different content material, together with pictures and the iGuide digital tour, for a complete of $2,500. This value is aggressive with the regional common for Ottawa, however there are outlier circumstances of particular person videographers who will undercut closely and have a tendency to sacrifice high quality.”Dawson says he’s attempting to differentiate himself as a realtor and is taking a “increased tone” as a result of “it’s all about the way in which you current your self, how folks view you and the standard of your work.” He hopes the storytelling video will draw further consideration and assist discover the best purchaser for the distinctive $2.5 million property in an space the place the common value is $300,000.Dawson has been in actual property for nearly 10 years. He has acquired Royal LePage awards, together with the Chairman’s Award (nationwide high one per cent) in 2022. The nearly 33-year-old was additionally on the Top 35 Under 35 in 2021 and 2022.Most of his purchasers are referrals from brokers at Royal LePage, in addition to different corporations. Farmhouse inside, picture courtesy Danny Dawson and Ardent Media Realtor Danny DawsonFrom historical past to high-end gross sales Something that units him aside is that he is one of some brokers who works in each Ontario and Quebec. Working in two provinces is fairly completely different “with differing regulation techniques and MLS guidelines, however the rules are the identical. You act in the most effective curiosity of the consumer,” he says.He sells all the things from low to high-end properties. His document gross sales embody the costliest rental on MLS within the Outaouais area, the costliest sale in Chelsea and the second costliest property on Meech Lake, all in Quebec.“When you have got huge listings and get outcomes closing them, folks see that, and your title will get (talked about) by different brokers,” he says.Realtors additionally know him from his time as a director with the Ottawa Real Estate Board and the 4 years he volunteered on the board’s MLS committee. To see the storytelling video showcasing Howl Hill Farm, click on right here.
https://realestatemagazine.ca/lights-camera-connection-how-one-realtor-is-using-storytelling-to-sell-listings/
