CASE STUDY – PORTLAND REAL-ESTATE PROJECT
CASE STUDY
KELLER-WILLIAMS REAL-ESTATE is a national brokerage with offices and agents distributed throughout the continental USA. Every property listing needs some degree of photography and increasingly video in order for potential buyers to view it online.
- Client: Keller-Williams Real-Estate
- Agent: Leslie Centner
- Location: Portland, Oregon
- Agency| Design: DharmaPharm
- Photographer: Dale Cody
- Drone Videographer: Kyle Neuman
MAYWOOD HOME – PORTLAND, OREGON
This property in a prestigious neighborhood in Portland with perhaps the most unobstructed, sweeping views in the city, nonetheless needed some marketing help. In order to show this beautiful home in the best possible light as well as mitigate a few potential concerns, Keller-Williams contracted DharmaPharm for help with the photography and marketing.
High-end Real-Estate often requires additional effort in order to bring perceived property values more in line with true valuations in the market so that both sellers and buyers feel more comfortable with asking prices well above average. It’s the same principle involved with almost any luxury good, whether that is a Rolex watch, a Monet painting or a Ferrari automobile.
Photography
Because of the spectacular view we decided to concentrate efforts and focus heavily on that. The home itself was a little older, but imbued with real charm and warmth that we also wanted to bring out in the imagery and supporting marketing collateral. In addition to images shot in normal daylight conditions, we also photographed in the evening, taking advantage of both natural and supplemental lighting, in order to more effectively capture the warm cool contrasts and focus viewer attention. After the shoot, we selected several dozen final images and went through post-processing in Photoshop and Lightroom. Some of this was to straighten lines caused by wide-angle lenses and some was intended to optimize the qualities already there.
Aerial Videography
The home was located in a well-established neighborhood on a very steep slope so opportunities to photograph the exterior and view to best advantage was more limited than we would have liked, so we hired a drone videographer to supplement our images and video.
The Realtor, the Seller, and Buyers all seemed to love the result. We were able to work within their budget and during the short window between the seller moving out and the home being placed on the market after clean up. We were able to stage the house minimally mostly using selected items from the seller to be moved once the house had sold.