TikTok and viral ‘Dreams’ help sell Melbourne home in 6 days

Namely, Collings Real Estate has turned to TikTok-advertised property sales.

Led by agent Spiros Vamvalis, this one-of-a-kind, unconventional campaign saw the two-bedroom, one-bathroom Art Deco apartment on 1/240 Road in Prahran sell for $600,000 – well above the originally listed price guide of $500,000 to $550,000.

“You always hope the videos are going to get people watching and sharing our content, and that has proven to be the case for the property on Punt Road, which is great,” Mr Vamvalis said.

Aimed at young buyers, the marketing video was actually inspired by one of 2020’s biggest social media crazes – the “Dreams” challenge.

Featuring Mr Vamvalis’ colleague Fedja Bili and Melbourne actress Ellena Takos, the pair showcased the property to the tune of Fleetwood Mac’s “Dreams”, accompanied of course by a bottle of cranberry juice.

Prior to the “Dreams”-influenced campaign, Collings had already released a number of other standout property marketing videos, leaning on the success of iconic films, including American Psycho, Joker and James Bond.

Commending the group’s latest effort, Bespoke Media Group CEO Nic Fren said “it’s every element of social media marketing done right for real estate marketing”.

“It has all the elements of showcasing the property while keeping up with the latest trends within that world. The riding of the skateboard while listening to Fleetwood Mac’s ‘Dreams’ and drinking juice is a viral trend, and clearly the algorithms picked up on it.”

Mr Fren expects the trend to catch on as social media activity shifts from the more traditional platforms like Facebook and Instagram.

“We need to accept there’s a new generation coming through, and they are not active on Facebook… so you need to make sure you are across everything.

“Be where your marketplace hangs out,” the CEO advised.

Mr Fren has previously described TikTok as an untapped method of marketing where agents can build their audience without much competition – yet.

“It’s free at the moment, so you have a great chance … at owning that space in the industry.”