A TV-like script tracks out the scenes, wording and music — written on a plain piece of paper with two rows of rectangles to write in notes and dialog — all for a three-minute video spot.
BJ D'Elia has put together hundreds of clips as a TV producer, including at the White House. But this was one of his first videos of an historic Charleston house for sale, a feature of his new career as real estate agent. The property he chose is sophisticated and multilayered. Built in 1780 and listed at $1,750,000, the brick three-story home at 12 Tradd St. was the residence of early Charleston preservationist Susan Pringle Frost and hasn't been on the market since the early 1900s.
To bring alive historic Charleston and the residence's south of Broad appeal, D'Elia brought in a local video marketing pro to interweave sky-high drone shots overlooking downtown properties with tight images of the house, the foot-wide mini aircraft hovering over Tradd as tourists walked by. D’Elia, sales associate with Daniel Ravenel Sotheby’s International Realty, seeks to carry his journalistic background and TV production skills to real estate.
"I treat the house like it’s a news story giving viewers context and perspective — telling them what it’s like to live there and how their life will be if they purchase the home," he says.
The agent spent 25 years in communications, notably with CBS News on a national level. "I covered many beats including the first Obama Administration as CBS News’ Senior White House Producer. In that role, together with my correspondent and editor, we'd create a video news piece everyday for 'CBS This Morning.' Our marching orders were simple — tell viewers what's going on at the White House in under three minutes," he says.
D'Elia notes that at 35 least folks are moving to Charleston daily, drawing what "seems likely everyone and their brother into real estate. So when I jumped into the business, I had to find a way to separate myself from the rest of the newbies," he says. "It took some trial and error, but I figured out the best way to distinguish myself is through videos — my primary tool of communication for the past quarter century."
He says real estate video tours are nothing new, he aims for his to stand out. He partnered with Folly Beach-based Keen Eye Marketing to shoot the video.
To see the 12 Tradd video, visit https://youtu.be/DDFppVOpcx8.
Go to https://youtu.be/Kjs5FjPL3xw to view the 121 Halona Lane video.