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This video continues in the tradition of the one we looked at yesterday. I am not normally a fan of using building photos as the primary way to sell condos, but this is a big exception. Absolute Towers creates one-of-a-kind structures that people stop to take pictures of. At the same time, as you will see, the video does not stop there. It continues to follow the N5R.com sales video philosophy. What it does especially well is tell a story. It tells the story of how this and other Absolute Towers projects came to be.

This stylish and visually engaging production follows all of the rules previously established in this sales video series. It sells the neighbourhood, it shows the person behind it and his vision, it helps the prospect imagine what it would be like to live there--it sells a lifestyle. What it also does from a company perspective is, using the ticker and text, it connects the viewer to social media. If there is anything as important as creating a great sales video, it's cross-promoting it across all available social media channels. That is where people are looking and spending their time online today. That is where you will reach leads and begin converting them into buyers.

Our sales video series resumes with a look at what N5R.com did for Rain Condominiums in Oakville, an Empire community. The video adheres to previously mentioned rules--it shows furnished interiors and uses maps to reveal the surrounding neighbourhood. It also shows you an interview with the man behind the development, and it makes use of music and raindrops to create a feeling. Great ads need real emotional content. Both sides of the brain, logical and emotional, need some attention paid to them.

Flip through the weekend newspaper in your city and pay close
attention to the condo advertisements. You will no doubt see the same thing time and time again – diagrams, numbers and renderings on ads full of technical dry information. Most of it is totally boring.

95% of the realtor ads in the newspaper you will find a large photograph that features the exterior image of a building.  They are trying to connect with us logically, when what they need to do is connect with us emotionally.

Selling on emotion is the key Look at some of the great car companies who do not sell us on horsepower or the steering, but try to sell us on the feeling of driving their car. If they want to sell a convertible they will create an ad in one of those beautiful spots in the word where the driver is whipping around corners with the top down, the sun is shining brightly and the driver’s hair is blowing in the breeze.

It’s a classic advertising technique – don’t advertise the car, advertise how they will feel using the car. The same thing happens with beer, razor or cologne ads that make it seem as if by using their product, gorgeous women will fall at your feet or your life will improve in some unrealistic way.

Or maybe it’s a shower gel that is going to transport you a thousand
miles from all of your stress, or a diet soda that will make you feel 15 years younger. How do people feel when they use these products? They feel great.

Therefore, especially in real estate, the advertising approach should sell the feeling of using the product, rather than the nuts and bolts of the product itself.