This week, I have two videos that suffer from the same issue. And what is the issue? I hear you cry.

Simple - they are not videos. They are crappy quality slide shows. They remind me of the advertisements for Indian restaurants I used to sit through as a young man when (I don’t know if they still do this) I was at the local cinema.

This was, of course, in the days before the multiplex. Here’s how they went - background music - usually some standard sitar music - Ravi Shankar probably as that’s the only sitar player any one has ever heard of. Fade in photo of exterior of the restaurant, fade out/in to interior shot, fade out/in to couple staring lovingly into each others’ eyes over the appetisers, fade out/in to smiling restaurant owner with happy staff members all around, fade in name and address of restaurant, End.

Just watch these two videos. Seem familiar?

It was OK back in the day before ready availabilty of good quality video. Everyone knew the restaurant anyway, and everyone knew they couldn’t afford to have a video produced. I still wanted a curry after the movie though

Is it OK now? No, I don’t think so. One, it shows these expensive, high-quality properties in a poor light, not even coming close to doing them justice. Two, it demonstrates the fact that the real estate agent cannot afford or is unable to source a good quality video. These are million dollar plus properties.

So, not only are you risking the potential loss of a sale, you are turning off potential clients. If I had a million dollar property to sell, I would be looking for an agent that had some kind of grasp of today’s luxury marketing techniques. Crappy slide shows on YouTube ? No thanks. If you are going to market a property using video, at least make a video.

SC Global Developments is a luxury real estate developer based in Singapore that deals almost exclusively in high –end residential properties. Perhaps their most well-known development is The Marq, a luxury condominium development on Paterson Hill. The Marq was marqueted (sic) in an unusual, “invitation only,” preview and set a new record for luxury condominiums in Singapore – a single unit selling for $31 million which pushed the price over $5,000 psf for the first time.

SC Global managed this feat by including some unusual features – each unit in the Marq includes, amongst other things, a 15 meter cantilevered lap pool and takes up an entire floor of the building. The first release sold out within 7 days.

SC Developments is listed on the main board of the Singapore Stock Exchange and quotes them selves as having a market capitalization of approximately $700 million US. They also own a 42% stake in AV Jennings Ltd, one of Australia’s leading housing developers.

Company details:

SC Global Developments Ltd (formerly: ANA Hotels Singapore Ltd)
    
Incorporated in :    SINGAPORE
    
Incorporated on :    15 Nov 1977
    
ISIN Code :         SG1W16938290
    
Registered Office :    47 Scotts Road #18-01
                                     Goldbell Tower
                                      Singapore 228233
    
    
Telephone:    65 67349119
Fax:                 65 62355115
    
Secretary:    Fong Keng Chee
                       Lee Wan Ling

SC Global Developments was originally incorporated in Singapore on 15 November 1977 under the name of ANA Hotels Singapore Pte Ltd, as a subsidiary of ANA Enterprises Ltd. It acquired a hotel from People’s Realty Co Ltd and commenced business as Century Park Sheraton in 1978. It was converted into a public company on 28 October 1982 and took on the name ANA Hotels Singapore Ltd. In February 2000, the company’s principal activity was changed from hotel proprietor to property developer and the name was changed to SC Global Developments at an Extraordinary General Meeting of shareholders.

They have gone from strength to strength and are now considered to be one of Singapore’s premiere luxury residential real estate developers.

SC Global Developments