Aspen real estate video surges with Melanie Griffith’s star power
November 9, 2015
Actress Melanie Griffith and her real estate agent enjoyed a nice wave of publicity when her Aspen Mountain home was listed for sale in the summer. But a video on YouTube, which includes two short snippets of the actress and her listing broker Bob Bowden on the property, is approaching nearly 100,000 views since its Oct. 30 release. Dozens of media outlets also have picked up the video.
The seven-bedroom, eight-bathroom estate on the backside of Aspen Mountain originally had been listed for $9.9 million. The asking price dropped to $8.9 million after the property, which sits on 12 acres and is a snowmobile ride away from the Sundeck on top of Aspen Mountain, attracted few showings, Bowden said.
The 1 minute, 11 second video prompted Realtor.com to ask: "Don't these ads buck real estate rule No. 1, which is to depersonalize a home as much as possible so that potential buyers can imagine themselves living there? Well, this long-held belief may be changing."
Bowden said Griffith was reluctant at first to get in front of the camera to advertise what's called the "Griffith Estate on Aspen Mountain."
"It was my deep belief that it's such a special property on the backside of the mountain, and it's in a more rural setting, and these type of properties aren't in every broker's typical rotation," he said. "And because of her involvement in the video, it just gives enough interest, and our showings have blossomed because of it."
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Using Griffith's name to market the property is hardly a pioneer strategy in the real estate business. Locally, John Denver's name has been used to promote the singer-songwriter's Starwood home, which was listed in the summer of 2014 for $10.75 million. It's currently listed for $9 million.
And in June, supermodel Elle Macpherson and husband Jeffrey Soffer put their 14,395-square-foot Aspen mansion up for sale for $35 million.
But having Griffith appear in a marketing video might be a first, Bowden said.
Barry Stevenson of Outside Adventure Media produced the video. Stevenson said most Aspen real estate marketing videos on YouTube generally average about 5,000 views. The Griffith video has topped that by nearly 20 times in fewer than two weeks and has driven traffic to Bowden's website, as well.
"To our knowledge, this is the first time a celebrity has appeared in their own home-marketing video," Stevenson said. "And based on its initial success, it may become very common in the future."
Bowden, a longtime Aspen-area property broker, said he didn't expect the video to get this much attention.
"I'm 64 years old, and generally, I don't have the respect I should have for the Internet and social media," he said. "I'm just overwhelmed by this.
"But I truly feel that if there's a story to a home, people like to hear it."
Along with the 8,000-plus-square-foot log home, the property also includes a guest house and a cabin.
Griffith and actor Antonio Banderas, who often participated in Aspen fundraising events, divorced earlier this year.