Vail Realtor’s ‘postcard’ wins video award
VAIL A new marketing idea has earned a national award for a Vail Realtor and a local video producer.Crissy Rumford and Jim Penhale have known each other for a while. In the summer of 2007, Rumford, a broker in Slifer, Smith & Framptons Bridge Street office, hired Penhale to produce a 90-second video post card for her. Once the video was finished, Rumford attached a link to the video to her e-mails. Now, everyone who gets an e-mail can hear a pitch, not for a specific house, but for the Vail Valley as a place to live or invest, and Rumford as the person who can make those real estate deals happen.While the video is less than two minutes long, the project took several days of shooting, in locations from Shrine Pass to Wildridge.She knew just what she wanted, Penhale said. Shed done storyboards for all the shots and everything.The result has been a success on several levels.The video itself has proven to be a great marketing tool Rumfords original idea. A tracking system Penhale set up indicates that everyone who has linked to the video has seen it about 1.6 times. Its been seen by everyone on Rumfords e-mail database, people across the United States and in several foreign countries. Those people have also e-mailed the link to the video to friends.The result has been to get Rumfords name out to people who might want to sell their homes in Vail, or buy into the valley.In fact, of the 420 e-mails she sent the first day, she received 40 responses. Thats a mind-boggling return rate for a marketing project. For instance, direct mail advertising is considered successful with a response rate of less than 1 percent.In this market, you have to do everything you possibly can, Rumford said. This is an additional tool to get people to me and my listings.The video is also a more green way to get a brokers face out to people. Real estate brokers are known for mailing brochures, Rumford said. I wanted a greener solution. The concept was to attempt to do something easy to see, and with 95 percent of my clients, were already communicating on line. This was a natural solution.The video was also successful among industry professionals. The video recently won a Telly award. Those awards honor local, regional and cable TV commercials and programs, as well as Web video.Rumford said the Tellys are right up with Academy Awards and Emmys as far as industry prestige is concerned. This (award) really makes both of us stand out, Penhale said. It says were right in the forefront of whats going on.And, as far as Penhale knows, Rumfords video postcard is the first thing like it in the valley.I dont know anyone else whos doing anything like this right now, he said.And now that the postcard has won an award, Penhale said hes happy to talk to anyone else whod like to produce something similar.Crissys wonderful at marketing, Penhale said. Now shes marketing me, too.Business Editor Scott N. Miller can be reached at 748-2930, or email@example.com.