Ridgetop Estates Real Estate Billboard located on Route 17 near Chester, NY

BIGGER IS BETTER! That generally rings true in marketing, of all the large scale pieces of collateral available to marketers perhaps the biggest is a billboard. Therefore, it’s always great to have the opportunity to work on such a project.

The Ridgetop Estates billboard sited along Route 17 in Chester, New York was created in the summer of 2010. The production of this billboard was comprised of numerous components. First there needed to be a professional photo taken of the model home. Therefore, a favorite photographer was sent to the site. Prior to the actual shoot the location was scouted relentlessly to determine what the best time of day was to capture the perfect light. Unsurprisingly it turned out to be about an hour before sunset. The photographer utilized a medium format camera to ensure there would be proper resolution for the final grand format print. The chosen chrome was sent out to be drum scanned for a digital file.Once the digital file was returned, it was retouched a bit. The grass, driveway and sky were altered to better fit the final composition layout.

The layout in this case required some serious political maneuvering on the part of the art director. You see, the developer wanted to list many of the home’s features along with their logo and phone number in addition to the real estate brokerage’s. It took quite a bit of convincing when working with all of the parties involved that listing the home’s features would be too much information for a billboard. The typical convention of billboard design mandates that the audience only has approximately 5-10 seconds to read all of the information before they have driven past.

After much gnashing of teeth, the internal and external clients were convinced to limit the design to one phone number and eliminate the home’s features and only list the price and location. In a perfect world the phone number would have been large across the grass below the home, but having convinced everyone to limit the contact information to one line some compromise was required. Compromise was also required to allow both the broker and developer’s logos on the billboard.

Upon approval of the final design the files were sent off to the billboard owner’s preferred vendor for grand format print production and installation.

Cover for catalog insert in the Wall Street Journal promoting the new "Distinctive Collection" luxury real estate brand created in Adobe InDesign

Realogy’s Better Homes and Gardens franchise has dropped their Premier Selections luxury brand and replaced it with the Distinctive Collection brand. It was perfect timing for Better Homes and Gardens Rand Realty as they entered their spring market campaign. The Rands decided to promote their extensive inventory of luxury homes with a catalog insert in the Wall Street Journal.

Being such a high profile marketing campaign it was incredibly important that the cover use a highly compelling photograph. Conveniently Rand Realty had just struck up a new relationship with Edberg Marketing. Edberg specializes in real estate photography and has the capability of taking elevated photographs.

Simply put, elevated photography raises a camera on an extending mast and tethers the camera to the operating photographer on the ground. The photographer has some limited ability to pivot the camera in order to get the correct angle. However, due to the height the mast often sways in the wind causing some motion blur on many of the exposures.

The Distinctive Collection cover proved to be a very complicated shoot for a variety of reasons. The first reason being that, as always in the world of marketing, we were on tight time frame. The time factor was further compounded by the terribly wet spring that prevailed in 2011. Edberg was forced to try and make the shot in iffy weather at least three times before they finally got some decent light. A second complication was that Edberg was unable to take a vertical photo due to the way that the camera mounts on the elevated mast. Typically in real estate photography this wouldn’t be an issue because horizontal compositions tend to be the preferred format. Unfortunately, Edberg was only able to mount an EOS Rebel on the mast, so a horizontal photo did not hold the required resolution for a high quality cover photo. After a great deal of back and fourth Eric Ortner finally was able to figure out a solution to the problem. With a great deal of reluctance on their part Eric managed to get Edberg to release him the Raw CR2 files. He then opened them in Photoshop at the largest Raw settings effectively faking in resolution. This gave resulted in a large enough pixel dimension to create a hi-res cover photo.

The work didn’t stop there however. Due to the home’s foliage there was a great deal of retouching required. The tree in the front of the house cast unsightly shadows all over the front of the house. The solution, remove the tree and shadows in Photoshop. This required about three hours of retouching. As we all know though, a cover photo with blemishes might as well not be printed. This is especially true when pitching to a luxury market, where everything must be perfect. The following examples are the before and after of the retouched photos.

Original photo with branches and shadows obscuring the front of the home.

Photoshop Retouched cover photo which removes the tree's branch and shadows.

The Distinctive Collection cover proved to be a rather hi-stress project, but in the end it resulted in a great quality high impact presentation piece.