Private Islands Inc. Takes Luxury Real Estate Marketing Viral

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Now employing innovative commercials that bring a viral twist to real estate marketing, Private Islands Inc. is introducing a whole new demographic to their unique properties.

Luxury real estate firm Private Islands Inc. is now using exciting viral videos to introduce their company to brand new markets across the globe. "It started a few months ago when we needed to commission a commercial for a project our company was working on," explains company CEO Chris Krolow. "But when I was looking around at the usual real estate marketing videos, they were all in the same vein - endless shots of bathrooms and kitchens, familiar classical music, a cheesy 'Robin Leach' style narrator. We wanted something that would transcend our industry - and inspire passion."

Krolow says that the initial commercial ended up being a little too risqué for its intended project, but after posting it online the video generated a huge amount of attention, getting tens of thousands of views on YouTube and other hosting sites. "The strength of the reaction was actually quite surprising to us," he says. "We're now receiving emails on almost a daily basis from people who became fascinated by the idea of island of ownership after running across the video online - or in many cases, having it emailed to them by someone they knew who saw it. We make an effort to innovate, and have had many successful marketing campaigns- but this was the first time I'd say we'd truly 'gone viral'." Private Islands Inc. now has a total of six commercials available on video websites and also in a higher-quality format on Private Island TV, and will be creating more as a regular part of the company's global marketing strategy.

"It's really a question of moving with the changing demographics for real estate buyers," says Krolow. "Obviously, not all of the people who contact us after seeing the videos are in a position to make a large purchase - but they often will be in the future. Private Islands Inc. is now coming up on our tenth year in real estate, and we've seen the process of clients transforming from just being captivated by the idea of islands, to a regular island renter, and eventually to being a serious purchaser. This has inspired the philosophy behind our sometimes boundary-pushing commercials. Islands are often a life-long passion, so we want the way our future clients are introduced to us to be as powerful an experience as possible."

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Alexis Pappas
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