Why one agent spent $50K on a video listing (spoiler alert)

In today’s digital world, image is everything more often than ever. It remains to be seen if a Coldwell Banker agent took this concept too far, however, when he spent $50,000 to hire two rappers to spoof their own hit, “Teach Me How to Dougie,” in person for a $44.9 million listing in Newport Beach, California. The custom video, titled “Teach Me How to Duffy,” highlights many facets of the newly built 14,000-square-foot mansion, including that one could park “eight Duffies on the dock just for starters.” Duffy boats are popular luxury “bay cruisers” powered by electricity.

The video lasts four minutes and, in addition to the two rappers, includes a number of Instagram “influencers” who appear to be partying on location. The home is the second-most expensive property listed on MLS in Newport beach, and the agent likely felt the splash the video would make on social media might help shorten the days it spends on market. At present, homes priced above $4 million in the area are spending nearly a year on the market before they sell.

Reactions to the video have been mixed, but it is definitely gaining the listing exposure. Some fans praise the inventiveness of the video and clever wordplay, which does manage to showcase and detail a number of listing items such as “five bedrooms with a loft, game room and a gyn, two bars for your gin, and three pools for the swim.” Interestingly, the property itself does not make an entrance until about 2 minutes and 30 seconds into the video, when the agent himself, Tim Smith, raps about the listing, followed by multiple scenes of a party hosted at the mansion. The video also showcases the 16-foot stone fireplace and a 1,100-gallon aquarium.

The entire property spans three lots. The original site was purchased in 2014 and a structure on the property was demolished in order to build the new home. So far, the video has gotten 47.015 views, 487 thumbs up, and 33 thumbs down on YouTube. The agent’s YouTube channel has more than 4,500 subscribers. It has been viewed on Zillow more than 2,100 times and 94 shoppers “saved” the listing on that site.

What do you think about this over-the-top listing strategy?

 

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