If you’ve spent any time in a city recently, chances are, you came across an advertisement for a realtor. Whether you passed a billboard, a bench or bus stop ad, or even a flyer, you were the target of local real estate marketing.
Real estate is a notoriously marketing-heavy field, but billboards can only do so much. Instead of relying on outdated OOH techniques, most realtors would benefit from investing in video content. Why? Video is engaging, results-oriented, and completely customizable to each prospect, property, or region.
Compared to other industries, real estate videos are unique. There are formats, video types, and best practices that apply specifically to realtors. Ready to learn what the pros recommend? Here’s the latest in video marketing for real estate.
The Power of Video Marketing in Real Estate
The digital age has transformed the way people search for and engage with real estate properties. Gone are the days of flipping through printed brochures or relying solely on static images. Today, consumers expect immersive experiences, and video marketing delivers just that.
As a result, video content has become the preferred medium for consuming information across various platforms—from social media to websites to personal outreach. Realtors have recognized the power of video in captivating their audience’s attention, telling compelling stories, and showcasing properties in a true-to-life format.
According to a 2020 report from the National Association of Realtors, 43% of home buyers began their search online—before ever talking to a realtor—and 71% found videos useful in their search.
The same report found that only 12% of real estate agents were using video to market their properties. That finding highlights a clear opportunity for today’s realtors: Get ahead of video marketing now, and reap the rewards while your competitors stick with traditional methods.
Types of Real Estate Videos
Property tours are likely the most common type of real estate video, and for good reason. They allow potential buyers to virtually walk through a property, experiencing its layout and features as if they were physically in the space.
Imagine a buyer scrolling through your website and finding a well-produced property tour video. Thanks to that resource, they can then explore each room, get a feel for the flow and layout, and decide whether they want to visit the home in person.
This approach not only saves time for both the buyer and the seller, but it also ensures that the buyer is genuinely interested before scheduling an in-person visit. As a realtor, that means cutting back on tours and investing more of your time in properties that are likely to be a fit. Win, win! Check out our reel above for a glimpse of how our expert video production team consistently brings real estate properties to life, giving them that unique flare that potential buyers want to see.
In recent years, the use of drones in real estate videography has become increasingly popular. Drones offer unique advantages over “regular” video cameras, particularly when it comes to showcasing the exterior and surroundings of a property.
Aerial shots can provide viewers with breathtaking views of the property and its exterior features. They also help contextualize the property for prospective buyers, helping them take in the neighborhood and surroundings beyond the property itself.
Authenticity plays a crucial role in establishing trust with potential buyers. While written testimonials are common, video testimonials take that credibility to the next level.
Video testimonials allow viewers to connect with real people who have had positive experiences with your services. Hearing their voices, seeing their faces, and witnessing their enthusiasm can be incredibly persuasive.
To capture genuine video testimonials that resonate with viewers, make sure to ask open-ended questions that get your clients talking. The less you prompt them with specific answers or talking points, the more genuine the content will feel.
Neighborhood and Community Videos
Finally, when selling a property, it’s not just the home itself that matters. The surrounding neighborhood and community also play a significant role in a buyer’s decision-making process.
Creating videos that showcase the neighborhood’s amenities, schools, parks, restaurants, and other attractions can be a powerful way to attract potential buyers. By helping them visualize their future in the area, you’ll nudge them one step closer to commitment.
Video Techniques for Real Estate
Ready to add video to your real estate repertoire? Here are a few essential techniques to get you started.
What is the Best Setup for Real Estate Videos?
While smartphones and affordable cameras can capture decent video footage, there’s no substitute for the expertise of a professional video production company. Professionals have the experience, equipment, and creative vision to produce high-quality videos that make your properties shine.
Investing in professional video production not only ensures that your videos look polished, but it also saves you time and effort. Plus, you’ll be able to focus on running your business and delighting your clients—all while your video asset comes to life.
Scripting and Storytelling
Like all video content, it’s important for real estate videos to have a clear narrative. You might think that a property walk-through video doesn’t need a storyline, but all videos benefit from a clear flow. Then, if you choose to incorporate a voice-over or on-screen text, you can add another layer to the storytelling.
No matter what type of video you’re creating, consider how you can frame the story to appeal to your audience. For example, you could highlight the story of a family finding their dream home or a young couple starting their journey together. By sharing relatable stories, you can create a connection with your audience and make your listings more memorable.
Editing and Post-Production
Last but not least, the final piece of the real estate video puzzle is post-production. Editing allows you to refine your footage, enhance visual and audio quality, add graphics or text overlays to convey important information, and put the finishing touches on your content.
The result? A world-class video you’ll be proud to share with clients.
Video is a conversion-driving tool in every industry, but it packs an extra punch in the real estate world. Whether you’re ready to overhaul your marketing strategy or you just want an extra boost for your highest-potential properties, a video is a great asset to have on hand.