Dallas-Based Bright Realty Takes Innovative Approach to Real Estate Marketing with Full-Length "Cooper & the Castle Hills Gang" Branded Entertainment Movie

DALLAS, May 26, 2011 /PRNewswire/ -- While most developers take traditional approaches and conventional strategies to real estate marketing, Bright Realty has taken an unusual and high-tech approach that incorporates movie-making and social media.  "Cooper & the Castle Hills Gang" is a full-length, family-friendly feature film that is positioning Dallas, Texas-based Bright Realty as the foremost developer of master-planned and mixed-use communities.  In the first month since the movie's release, Bright Realty has seen a 40 percent increase in traffic to the community's web site.

On the surface, "Cooper & the Castle Hills Gang" involves viewers with its Disney-like feel - the use of a professional cast, award-winning direction, positive message and upbeat soundtrack.  However, its strength is in its ability to tell a real estate story in a completely new, engaging and relevant way, thereby driving traffic to the community's website, the ultimate goal of the project.  

"Marketing is no longer about selling; it's about engaging the customer," said Castle Hills developer Chris Bright, Bright Realty. "Brochures, open houses and even websites only tell a potential home buyer part of the story. With the Cooper movie, we are able to communicate the vision of Castle Hills in a more meaningful way."  The movie was filmed entirely on location in the north Dallas neighborhood and allows Bright to showcase every aspect of the 2,500 acre master-planned community, the fastest growing in the Dallas-Fort Worth area, by involving viewers of all ages in both a pleasing storyline and impressive backdrop.

"Making a full-length movie that engages the entire family, as well as real estate professionals, allows us to demonstrate what it's like to live in Castle Hills and raise a family here.  Buyers understand what they are buying into now, as well as what the community will be like in the future," added Bright.

The movie, which takes lead character Cooper on a quest to help Castle Hills' favorite grandpa find something he has lost, gives viewers a front row view of the community's 30-plus parks, hike-and-bike trails, fishing lakes, sports fields, outdoor plazas and developer-sponsored community events.  It also shows viewers what's to come with its plans for additional retail, dining and entertainment growth.

"As a Realtor, I can take a client on a physical tour of a neighborhood or a home but this gives my clients a 'feel' of what they can expect and it speaks to them on an emotional level," said Dallas Realtor Marian D'Unger, Re/Max DFW Associates IV. "Real estate marketing has progressed from showing homes to posting photos on a website to virtual tours.  This next step is a creative and unusual approach that will, no doubt, increase awareness of the community and ultimately, sales."

"This is a completely new and fresh strategy in real estate marketing and uses social media to tell people about Castle Hills," said Dallas Realtor Victor Vo, Re/Max DFW Associates III. "It's an excellent tool in relocations, for example, for families who may not all have an opportunity to visit the community in person before a move.  It's a more effective tool than viewing photos and descriptions on a website.  This gives families a peek into the sense of community at Castle Hills and what they have to look forward to."

The branded entertainment movie initially debuted as part of the Dallas International Film Festival in April 2011, with a sold out screening at the festival's Family Day event.  It then premiered on huge, outdoor screens in the community's Village Shops and Plaza to more than 2,000 guests.  The screenings featured autograph-signings and Q&As with the stars to build excitement for the movie, which featured more than 700 extras from the community.  Immediately after the screenings, the movie was available for free on www.CastleHills.com.  

Since the movie has been available on the website, Bright Realty has seen a 40 percent increase in traffic to the Castle Hills website from the previous month.  There was also an 85 percent increase in traffic to the site from the same month a year ago.  The movie trailer is also widely available on the Internet and in one month alone resulted in a 9 percent increase in visitors to the site from Apple.com's movie trailer site.

"The typical sales or industrial video is an average of five to seven minutes long," said Bright.  "We were able to make ours a full length movie because we engaged viewers with characters, a plot, music and even a little animation along with our message.  This is a new way of telling our story."

About Bright Realty: Bright Realty is a full-service commercial real estate firm based in Dallas, Texas, founded by the late H.R. "Bum" Bright, former Dallas Cowboys owner and businessman. Today, his sons, Chris and Clay, direct the real estate activities and 100+ employees within the Bright organization which also includes oil & gas, homebuilding, banking and golf. Bright Realty specializes in customized property management and accounting; leasing advisory services; tenant representation; development and construction services; asset disposition; and land brokerage. www.BrightRealtyCo.com

About Castle Hills: Castle Hills is a 2,500 acre mixed-use golf course community. It has twice been named "Community of the Year" out of more than 700 communities by the Dallas Homebuilders Association. Located west of the North Dallas Tollway and Park Blvd., with easy access to State Hwy 121, it has golf, lakes, parks, beautiful homes, the Castle Hills Village Shops, as well as new custom homes in the gated Enchanted Hill area of the community.   www.CastleHills.com.

SOURCE Bright Realty

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