Is it any wonder that thousands of us spend hours looking at photos of beautiful rooms in gorgeous homes and endlessly perusing online sales listings, evaluating color palettes, reviewing the arranging kitchens and exploring neighborhoods? They are carefully, professionally organized to entice us… maybe enough to buy.

Viewers of The block received an introductory masterclass as the five houses evolve, culminating in the staging and recording of this week’s property videos by applicants for the Domain Listings Challenge. The videos aren’t just meant to entertain viewers or win the challenge of the week, but are an important part of the ultimate goal of the reality show: attracting buyers and pulling auctions.

“The use of video creates a strong visual link with the feeling of light, space and creativity of the house,” says Jenny Dwyer, Belle Property’s listing agent for the winning House One video. “The strong creativity of Ronnie & Georgia has showcased the best of the house and sets it apart from the rest. To block Properties [in Bronte Court, Hampton] and others in the market with which they compete.

Each of the five videos has a different focus, but together they remind a salesperson that the essentials of selling include identifying the demographics of potential buyers, promoting the neighborhood, demonstrating how the floor plan works, and the connection to the origins of a period house.

• The Block 2021 announcements and videos are live. See them here.

While too much personality in style can be polarizing, an emotional tug is essential in making a property stand out and possibly connecting with a passive buyer. Passive buyers are homeowners who are “settled where they are, but will move to the right home,” Dwyer says, giving examples of those who would come close to the bay, or amenities important to them, or to a particular house. they have long admired.

“The passive buyer is incredibly important in the upper echelons of real estate,” she says. “At the end of the day, it’s a numbers game and the more buyers you attract, the more you will have to deal.”

There is the sale of the dream, then the sale of a house. Nelson Alexander’s agent Charlie Barham says a video can “tell a good story about a house” and seamlessly offer vital information such as the immediate neighborhood and outlook “at street level and at home. bird eye level ”.

“As a seller, you have a chance to market your home, to position it in the best light so that it comes to the fore,” he says.

The Federation era home that Barham listed near Rathdowne Village at 858 Drummond Street, Carlton North, is an example of a property with period details, personality, and warm, comfortable style. “There is a family side,” he says. “It’s authentic and there is an emotional pull because shoppers can see its warmth and character. They can see themselves living there.

While blockages caused the biggest challenge ever for the real estate market, they also saw inventive alternatives to hiring professionals for styling, photography, videos and even floor plans.

We have seen the use of images from previous listings of properties (made with permission), Photoshopping to update images and add furniture, hand drawn room plans, videos pre-recorded by agents or suppliers and live guided tours via Zoom or FaceTime.

Kate Fowler of Marshall White says some sellers were happy to film live to accompany her commentary, and their properties were put on buyer’s lists, pending in-person inspections. “Our salespeople have their iPhones on, wandering from room to room,” she says. “We keep him relaxed. Buyers can ask to zoom in or open drawers and cabinets to see the spaces.

Fowler says a positive campaign was launched for the charming 1920s house at 3 Meaney Street, Elsternwick, even after Lock Six boxed the photoshoot. “We gave options to vendors and they said, ‘We’re creative, we can do it,’” she says. “They made their own style – they have a great sense of style, all trendy.”

For Jellis Craig’s agent Mike Beardsley, a live visit with his phone was the key to a $ 9 million off-market purchase of a Canterbury property in August. The potential buyer got a visit, but her husband missed it as he was abroad. “It was four days before the lockdown, so we were allowed into the house. We walked around for 20 minutes on a FaceTime call with the husband and it confirmed it for him. It was the power of video, ”says Beardsley.

For seller Dean La Galle, making a commented video of his home at 40 Orchard Crescent, Mont Albert North – with only one room having been decorated – was well outside his comfort zone. After a few tries, criticized by his Belle Property agent, Robert Ding, he completed 30 minutes of detailed footage and personal commentary and it was uploaded to YouTube.

“The changes in the work brought about the movement [to Sydney], says La Galle. “I would have preferred it to be stylish, but we are making the most of a bad situation. I just tried to keep the camera steady and slow, and Robert said, “Be yourself.”

“I tried to highlight the nice features, like the ceiling height changes, the fantastic storage space. This is the point of view of an owner; only the owner woke up in this room and noticed how the sun moves throughout the day.

Listing agent Robert Ding says vendor videos have been successful even without music, drone shots, and professional editing. “They take out the clutter, but if it hasn’t been styled, that’s what it is,” he says. “Buyers are more forgiving. It is showcased how much the seller lives there, which actually makes it more authentic.