Did you hear? Videos are the new text.

Principal Consultant , David Allison Inc.
  • Jul. 18, 2010

In this day and age the way we tell stories is just as important as the stories we’re telling. How are you telling your story?

A good story is essential to creating a compelling marketing campaign. Stories are the currencies of relationships, and it’s vital to exchange this currency if you want people to trust you and your brand. But in this fast-paced, multi-tech world that we live in people aren’t always willing to spend the time to listen to a story, let alone read one.

You need to be engaging with your story, and be able to tell it in a swift and simple way. I know, it seems like a bit of a conjuring trick. A meaty story jam-packed with loads of information tends to lose, well, the meat when it’s transferred into something quick and compact.

But there is good news. The magic behind all of those high-tech fancy gadgets, user-friendly apps, and peer-sharing models that have changed the way we live our lives and made everyone’s attention span shrink to the length of a Tweet is that they can help us tell these stories not only quickly, but effectively.

Video, especially, takes a complicated story and gets it across fairly simply. By way of example, here’s something Braun/Allison did that we think is pretty cool. It’s about how real estate development marketing is like making a sandwich.

We have also done videos for real estate developers.

We’ve been working with Macdonald Development Corporation in Phoenix on a project called ONE Lexington. We introduced Rob Macdonald and his partner Rob Hubbard by video, as the new developer and let them talk about their enthusiasm for the project and the city. Potential homebuyers found it informational and comforting.

With our client Ledingham McAllister, we were able to encapsulate why interior decorating and showrooms were so important to them as developers and share that in a video snapshot.

And video was an exciting and useful addition to the Intracorp site, informing visitors to the site about Intracorp’s newly launched book, Show and Tell, and providing them with valuable information about what the book contained.

The point is, video is an important tool as we work to provide authentic and honest information about homes. People want to see how close/far they are from things that will make their daily life easier, see nearby retail outlets, seeing decorated suites, the list goes on. Video makes it easy. It makes prospects happy. And a happy person is more likely to buy.

As the web moves towards video and mobile technology continues to improve video capabilities, video is only going to get bigger, and it behooves real estate developers to ride the reel, if you will.



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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