Brandyn Brunelle is the new creative director for Lila Delman Real Estate International. As part of the company’s internal marketing team, he directs photo and video shoots and oversees social media marketing, as well as the creative development of the company’s new website. His concept, Lila’s Lounge, has been a part of company-sponsored events including the Newport Film Festival, Block Island Race Week and Ocean House Beach Polo. He spoke with the Providence Business News recently about his new role.
PBN: Is the position of creative director a newly created one?
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BRUNELLE: From the moment I walked through the doors of Lila Delman Real Estate International, I was embraced by a collaborative and passionate team. The role of creative director was newly developed as the company continues to offer clients a more curated, boutique-like experience. Being an independently owned company, unlike many other franchised real estate brokerages, our in-house marketing team is able to call the shots and have complete control over marketing efforts.
PBN: What does it entail?
BRUNELLE: As creative director, I wear many hats from event production and sponsorship, to directing property videos and leading marketing presentations to perspective clients – no day is ever the same. I’m constantly strategizing for what can be done differently to make our listings shine. Working closely with [President] Melanie Delman and [Principal Broker] John Hodnett, we are thrilled for the upcoming year and to reveal many new initiatives we are implementing.
We are about to launch a brilliant new website that will have a very editorial aesthetic, while not compromising functionality and resources like our beach cams that have become a user favorite. The website will be very easy to navigate, interactive and provides more data than any other site I have seen.
PBN: Explain to readers who may not be aware, what is Lila’s Lounge and how is that being used to help market the properties associated with the company?
BRUNELLE: Experiential marketing remains somewhat overlooked by most real estate companies. This industry is based on connecting with people and there is no better way to do so than in person. Lila’s Lounge is a fabulous “moveable living room,” where our associates are able to engage with perspective clients usually over a refreshing beverage. The lounge offers a cozy sofa, wicker wingback chairs, and a TV showcasing our beautiful listings and property videos.
We’ve been able to promote Lila’s Lounge throughout the state from Block Island Race Week to Newport Film’s summer series. One of the most memorable activations this summer was having the lounge set up on the beautiful white-sand beaches of Watch Hill for the Ocean House Beach Polo Classic between Harvard and Yale.
Looking ahead to the New Year, we are planning to sponsor even more events and will continue to be actively involved in various communities across Rhode Island. The lounge is a great resource to connect with local community members and even those here on vacation. It has done a remarkable job creating greater exposure for our listings in a creative and interactive way.
PBN: As creative director, you oversee the photo and video shoots for listings. How has this changed in the past three to four years in this industry?
BRUNELLE: In real estate we fall in love with visuals and strong imagery first, not through a property description. It is crucial for the photography to feel editorial, that’s why we only use professional high-resolution photos for our listings. Prior to a photo shoot, we guide clients how to arrange their home to be “photo-shoot ready.” I often find myself on-site moving things around, directing our photographers and overseeing the post-production editing process.
As a company, Lila Delman certainly takes a multidimensional approach utilizing all of the industry’s latest trends to market our listings. In addition to exquisite photography, we offer captivating property videos, the use of drones for aerial photography, interactive floorplans, and Matterport virtual reality. We are even able to stage empty rooms with virtual furniture to allow potential buyers to envision living in any given space. As technology is developing faster than ever, we feel it is essential to be an early adapter and embrace the latest tools and resources available.
PBN: How is video being used by Lila Delman to showcase property?
BRUNELLE: Video is the next wave of marketing a property; it’s engaging, interactive and when done well can sell a property. A recent case study showed that listings with videos receive over 400 percent more inquires than those which do not include video.
Lila Delman has an exclusive partnership with a cinematic video production company based on the West Coast that comes in to shoot all of our property videos. With their unprecedented talent and our artistic direction, we work together highlighting properties in the absolute best light. Our digital marketing plan promotes these videos through various outlets targeting specific audiences. From social media channels like Facebook, Instagram and LinkedIn, to weekly email blast, even in commercial spots at Newport Film, we try to reach a mass viewership of prospective buyers.
Mary MacDonald is a staff writer for the PBN. Contact her at macdonald@pbn.com.
