October 4, 2011

How Are You Innovating in Your Industry?

6816 Pacific View Drive, Hollywood Hills from Eric Lavey on Vimeo.

In a recent piece, “Real Estate Videos Go Hollywood“, AOL showcased the marketing behind a Beverly Hills property, calling the Los Angeles real estate agent, Eric Lavey, “the Fellini of this new marketing genre.” In full disclosure, Eric is a close friend of mine, but it’s his approach to his industry that should make us all think about how we are trying to innovate in our own industries. While he wasn’t the first agent to use video, people are taking notice for his unique take on the use of video–taking a property in the Hollywood Hills and giving it it’s own Hollywood treatment. There is a story line, the property itself is central to the story, and an ending that ties it all together. While the video is very stylish, it doesn’t sacrifice it’s intended purpose (to showcase the property) for the sake of style. It connects on an emotional level to it’s intended audience and that is what makes it great. Not unlike what a talent agent would do with an actor/actress, he’s made quite a showcase reel for his talent, the property. Now let’s see how this film “opens” and if the property sells.

See Eric Lavey’s Los Angeles real estate website here.

Real Time Web Analytics