Selling the Dream Instead of Service
LIV Sotheby’s International Realty Brand Campaign Video Production
Is it just us or does time seem to pass more and more quickly? Days rapidly turn into weeks and then months, and then years. It’s so easy to get caught up in the daily hustle that we often forget to come up for air and actually experience life rather than just going through the motions. Celebrating each day and the moments, both big and small, that make up our lives is the “why” behind the LIV Sotheby’s International Realty (LIV SIR) brand. So when the LIV SIR team approached Cooper Productions for a brand video to set the tone for the year we knew just what to do.
The Challenge
LIV SIR is a leading luxury and lifestyle real estate brand serving several communities across Colorado. The objective for this client was to produce a video that would differentiate the brand in the marketplace from other brokerages, spotlight its real estate agents, and connect with the audience on a deeper emotional level. This video would be the first new marketing initiative for the brand in 2024 and needed to make an impact with the agents, real estate clients, and the community.
This video needed to:
Kickstart the brand’s newest marketing campaign for 2024
Inspire their agents, clients, support staff, and community
Express how LIV SIR can help guide their clients back to the places and things they love the most through its real estate and relocation services
The Solution
We chose to focus on the brand’s “why” and use that as the primary theme of the video. Since LIV SIR’s motto is “Live the Life You Love,” we wanted to capture what it means to truly live life.
The narrative highlights and honors the elements of life that make it special. Without using typical sales language, we were able to convey that the viewers could find their own piece of paradise in a home bought with the help of LIV Sotheby’s International Realty. This approach mimics what many luxury brands do - sell you the lifestyle associated with the brand without selling you the product itself. We felt that this method would help differentiate the brokerage from a marketing perspective and make a more authentic connection with the audiences.
Implementation Process
Once the copy for the voice-over narration and the director’s treatment were approved by the client, we began planning the individual scenes and casting the brokerage’s real estate agents who would be participating in the filming process.
Casting Talent
The leadership team at LIV SIR wanted a handful of real estate agents from the resort and Denver Metro regions to be featured in the video. This would showcase the agents’ wide range of interests and lifestyles and add more depth to the LIV SIR brand. We hosted a series of interviews with LIV SIR’s agents from a variety of backgrounds to learn about their lifestyles, passions, hobbies, and more. From these interviews, we selected agents that we felt would be a good fit for the story we were trying to tell with this particular video.
Ready to Roll
With our agents cast and our story finalized, we set out to capture the scenes for our video. This turned out to be quite the adventure as we found ourselves on horseback at a real working ranch, out on a trail snowshoeing in the wilderness, and many other amazing locations. While shooting we were fortunate to get to know the real estate agents on a personal level and see a side of them not advertised in the brokerage's marketing materials - a more human side. Each person and their lifestyle was so unique. It was a great reminder that creating a life you love really does mean something different to everyone.
Filming agent, Liz Richards and her passion for horses.
Filming agent, Jeff Scroggins while snowshoeing on a secluded trail in Vail, Colorado.
Filming agent, Delroy Gill and his son enjoying their past time of cooking family meals together.
The filming process had to revolve around many individual’s schedules and thus took about 2 weeks to complete.
The Results
After the final video was delivered, it was rolled out to the brokerage in-person at an all-company sales meeting and then on the brand’s social media platforms. While we weren’t in the room during the premier of the video, we’re told it was met with a roar of applause from the real estate agents, leadership team, and support staff. In addition to the full-length video, we trimmed down the content to produce bite-sized 15-second videos optimized for social media use.
Benefits
Ultimately, the video accumulated more than 4.3K views and received a ton of engagement right out of the gate. We were thrilled to be able to build a brand video that kickstarted a new marketing campaign and truly captured the essence of the LIV Sotheby’s International Realty brand.
Cooper Productions' marketing campaign video production in Denver, Colorado and beyond can help you tell your company’s brand story through thoughtful narrative and eye-catching visuals. Contact our team and let’s get started on your company’s “marketing campaign” video today.