But seriously, could this be the start of a trend?
Fairly or not, millennials of America, like Buckhead, have a reputation as being self-involved and shallow in some cases.
As a fresh marketing tactic, a young team with Beacham & Company Realtors, Chad Carrodus and Saxby Sperau, compiled an “edgy lifestyle video” for a one-bedroom condo that totally reinforces what some would call unsavory stereotypes about Buckhead and millennials.
And it totally worked.
The property in question is a 779-square-foot one-bedroom flat at The Eclipse tower, which stands over The Shops Buckhead Atlanta’s haute retail district. It listed for $290,000 earlier this month.
To showcase it, the short video over a Diplo track begins with a Social Network-style depiction of online overload before teleporting to a euphoric shopping spree at Tom Ford and such. A G-Class Mercedes makes a cameo. Seductive lighting and vertiginous camera techniques are liberally deployed.
A neighborhood attribute spotlighted for four seconds in the video.
And another. Reads the listing: “After a day of exquisite dining and shopping at some of the world’s most exclusive high-end fashion houses, imagine walking home to be greeted by your 24-hour concierge and then hoisted to your newly renovated 12th floor oasis in the clouds.”
A closeup of Benz keys in the video, a fitting accoutrement for granite.
In an email to Curbed Atlanta with a subject line that begins, “Millennial duo create and star in their own listing video...” Carrodus explained that he and his partner created the unique listing showcase “to capitalize on our social media following (and youth).”
“I posted the video on Facebook to receive thousands of views,” he wrote, “and lots of engagement.”
One thing’s for sure: The video more thoroughly depicts what the condo has to offer than listing photos themselves.
Photos courtesy of Beacham & Company Realtors
Views toward Midtown, a key selling point.
What happened next could make you wonder if copycat listing productions won’t become a thing in Atlanta.
After about 10 days, the condo went under contract, destined “to be the most expensive one-bedroom ever sold in the building,” said Carrodus.
Without further ado, the cinematic lifestyle listing depiction:
NEXT UP IN FOR SALE IN ATLANTA
Curbed Atlanta Newsletter
The ballpark and its surrounding mixed-use development are welcoming new shops and eats for the 2019 season.
The $300 million development would include affordable housing, hotel rooms, offices, and retail.
Substantial mixed-use development is planned about two blocks from famed Canton Street.
Just don’t expect a multitude of individual rooms.
The gutted plan is expected to go before the Atlanta City Council next month.
Developers say the city’s recent growth has prompted a need for cheaper living options.
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