Video has become an essential tool for real estate agents looking to enhance their marketing efforts. From virtual tours to aerial footage, video provides a detailed and immersive look at properties that photos simply can't match. In fact, studies show that homeowners are more likely to list with a realtor who uses video to market their properties.
Despite the clear advantages of real estate video marketing, only a small percentage of agents are taking advantage of this powerful tool. By incorporating video into their marketing strategies, agents can generate more leads, attract more sellers, and provide potential buyers with a comprehensive view of the properties they are selling.
From guided tours to customer testimonials, there are numerous ways to use video in real estate marketing.
Why Real Estate Video Marketing Is So Important
Beyond video itself being a highly effective marketing strategy across industries that drives SEO and engagement from prospective buyers, it’s integral for real estate agents who want to attract more sellers, too.
73% of homeowners say they’re more likely to list with a realtor that uses video, which is why it’s strange that only about 10% of agents take advantage of a video strategy today, according to a report from the National Association of Realtors (NAR).
But from a sales standpoint, here are a handful of reasons why real estate video is paramount in today’s market: Aerial footage, in particular, offers a unique perspective that can give viewers a better sense of a property's location and features.
Whether you choose to work with a professional videographer or create your own videos using online tools, the key is to make sure your videos are high-quality and engaging. By posting your videos on social media platforms like Instagram and YouTube, as well as real estate websites like Zillow and Realtor.com, you can reach a wider audience and attract more potential buyers.
Reliable Lead Generation and Nurture
How do real estate agents get people to look at their property listings? Video marketing is one of the effective ways, since it works at all parts of the sales funnel:
At the top of the funnel, it can generate valuable page views and boost SEO. Links to pages with embedded YouTube videos get exponentially more organic search results than ones without it.
Near the middle and bottom of the funnel, a compelling video can be the last nudge buyers need to make a call or send an email to a real estate agent or the property owner.
Sharply produced video can also persuade sellers to work with an agent, confident that their property will be shown in the best possible light.
Overall, property listings with video generate more leads.
Consider this cinematic 4K real estate video that gives viewers a great sense of the location, design, features and functionality of a custom-built home.
Versatile Use Cases: Tours, Testimonials and More
A house or apartment showcase is just one possible use case for property videos. A real estate video might also be used for:
In-depth guided tours of each room of a residence, perhaps using AR or VR tech (although be careful here, so that the video doesn’t mislead the viewer).
Customer testimonials from buyers and sellers about their experiences with a real estate agent.
Pre-property listings, in which agents introduce themselves and their methods, perhaps while also highlighting the importance of choosing the right agent (them).
Unique and Immersive Perspectives
We mentioned AR and VR above, and they both illustrate the advantages of video in real estate marketing — but they aren’t the only type of video that offers a unique perspective.
Aerial footage in particular also stands out, as it’s both fun to watch and uniquely informative. More specifically, it can provide a sharp look at a property beyond the standard street-level perspective. Aerial drone footage of property and neighborhood with an interior “fly-through” of the abode. The combination of the interior and drone exterior shots give viewers and prospective buyers a great sense of the location.
Professional Video Production Or Premade Video
Professional videos are actually two different types, united by the fact that they’re produced by third parties instead of internally. Professional video encompasses any type of video work from dedicated videographers who will capture and edit footage to your specifications.
Premade video is a bit different. Some services, such as Promo, offer stock clips that can be customized and incorporated into real estate videos, especially onedesigned for social media. To that end, Promo makes it easy to get the right aspect ratio for different social media platforms (e.g., widescreen for YouTube, square for Instagram, etc.). Others like Animoto provide a drag-and-drop video maker for easily turning your own footage into a video.
Advantages:
Done by experienced professionals.
Less time-consuming than DIY video.
Where Should Real Estate Videos Be Posted?
Property videos are frequently incorporated into multi-channel marketing strategies. Two of the most common channels are:
Social Media
It is crucial for real estate companies to create real estate videos for social media as it can have a significant impact on their marketing efforts. Here are a few reasons why real estate videos are important for social media:
Engaging content: Videos are more engaging than plain text or images, which can help capture the attention of potential buyers and sellers on social media platforms.
Increased exposure: Videos tend to perform better than other types of content on social media algorithms, resulting in increased exposure for real estate companies.
Showcasing properties: Real estate videos allow companies to showcase their properties in a more dynamic and immersive way, giving viewers a better sense of the space and layout.
Building trust: Videos can help build trust with potential clients as they provide a more personalized and human touch to the real estate buying and selling process.
Improved SEO: Videos can also help improve search engine optimization (SEO) for real estate companies, as they tend to rank higher in search results.
When creating a real estate video for social media, it should ideally include the following elements:
High-quality visuals: Use high-quality cameras and equipment to capture clear and professional-looking visuals of the property.
Clear and concise messaging: Keep the video content clear and concise, highlighting the key features and benefits of the property.
Call to action: Include a strong call to action at the end of the video, prompting viewers to take the next step, such as scheduling a viewing or contacting the company for more information.
Storytelling: Use storytelling techniques to create a narrative around the property, making it more memorable and engaging for viewers.
Branding: Make sure to include branding elements such as company logo, colors, and messaging to help reinforce brand identity and recognition.
Overall, real estate videos for social media can be a powerful tool for real estate companies to effectively market their properties and attract potential clients.
Real Estate Websites
If you’ve ever looked up a property online, chances are you’ve gone to either Zillow or Realtor.com. Both of these sites allow listers to embed videos and virtual tours to give viewers a better sense of the property and help with real estate marketing.
For instance, here’s a still from a sample Zillow video. Sellers and relators can quickly create these videos using Zillow’s mobile app.
How Long Should Your Real Estate Video Be?
Video length really depends on what type of content you’re making. However, one rule of thumb is that most real estate videos should be between 3 and 7 minutes in order to hold viewers’ attention. Optimal length will also vary based on any restrictions from the site or social media platform in question.
Types of Real Estate Video Content (With Examples)
Like cinema, real estate video has a set of distinctive genres. Instead of the documentary or the drama, though, there are go-to types such as the guided tour and customer testimonial. Let’s look at some of the major formats and what each one entails, along with a real example.
Listing Video
What it is: A video designed to accompany a specific property listing.
What it should include at a minimum: An overview of the property, including a look at (or guided tour of) its rooms and any relevant features, in addition to info like the address, size and agent contact details.
Relevant enhancements to consider: Aerial footage, textual overlays (e.g., to quickly convey the information above), background music, narration, neighborhood markers, stock footage, AR/VR (for tours mostly).
This luxury real estate clip checks all the boxes for a good listing video. In a little over two minutes, it shows off the property’s interior and exterior, with plenty of shots of a family actually using it. Aerial footage provides nice framing, and all the relevant contact info is at the end. It’s also a great pitch to sellers looking to have their luxury properties properly presented.
Testimonial Video
What it is: A video featuring testimonials from, or interviews with, a real estate agent’s previous buyers and sellers, local businesspeople, or other individuals of interest such as mortgage lenders.
What it should include at a minimum: A well-edited, relevant testimonial that seems genuine and positive.
Relevant enhancements to consider: Q&A sessions, background music, interior and aerial footage of the property bought/sold.
In this testimonial, a young couple shares their experience as first time home buyers with their realtor, Mandy Saldana. It’s a short and simple sit-down style clip with lively music where, in just over a minute, viewers will likely form a positive opinion about the realtor in question.
Advice Video
What it is: A video of a real estate agent offering guidance to buyers and sellers on how to navigate real estate transactions.
What it should include at a minimum: Answers to commonly asked questions and solutions to various problems.
Relevant enhancements to consider: Graphics, viewer-submitted questions.
Buying or selling a home is a complex process. There are numerous possible complications related to which mortgage lender to use, when to sell and how to make a standout offer. In this Realtor.com video, the viewer watches on as experienced real estate industry professionals who belong to an authoritative real estate company discuss tips and advice for first-time buyers.
Getting Real About Real Estate Video
Buying or selling a residence is a high-stakes process. But with the advantage of sharply crafted video showcasing the property, these transactions can be made much easier.
As you make and share your real estate videos, don’t be afraid to go beyond the examples included here. Creative video making, whether DIY or from a professional team, can be decisive in landing a key client. For more ideas on how to incorporate video in your overall real estate marketing strategy, you can check out our longform guide on that subject.
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