Real estate agents can use a variety of video marketing to showcase properties and grow their client list. These videos can range from a casual cell-phone video to a more polished and professional production.
Property listing videos are the most obvious choice. They allow buyers to view homes from a number of different angles and provide important information about the property’s amenities.
Getting Started
Video can be a powerful marketing tool for real estate agents. From an immersive virtual tour captured on a smartphone to a detailed look at a property shot on a drone, real estate videos showcase properties and create a sense of place that photos alone cannot. The right real estate video can help you attract and engage buyers, sell listings more quickly, and market yourself as an expert in your niche.
The key to a successful real estate video is to understand your audience. Creating a real estate video with no call-to-action or a message that is not relevant to your target audience will only waste time and resources. Once you know your audience, you can start to plan the types of real estate videos you want to make.
Some real estate professionals focus on listing videos for their clients. This type of video takes viewers on a virtual tour of a home, highlighting unique features and encouraging viewers to contact the agent for more information. The BREG team, for example, uses an engaging voice-over and custom text to promote their services in this listing video.
Other real estate professionals are drawn to educational videos that provide a deeper level of knowledge and insight for their audience. For instance, LeAnn’s FOMO title and educational content draws prospective clients in while establishing her as an authority on the topic of selling a home.
Equipment
Real estate video can come in many forms, from a virtual tour captured on a smartphone to an intricate look at the property shot with a drone. In either case, it can help buyers get a sense of the property and its amenities in a way that photos cannot.
The first piece of equipment every real estate videographer needs is a camera. A DSLR is a popular choice for real estate shoots because it allows you to capture high-resolution photography and video in one. However, the cost of a DSLR can be prohibitive for new real estate videographers or those looking to add videography services to their portfolio.
Fortunately, other options exist for those on a budget. For example, a camcorder offers similar quality to DSLR cameras but at a much more affordable price point. Camcorders are also often more user-friendly than DSLRs, making them an excellent option for beginners.
In addition to a camera, you’ll also need some additional real estate videography gear, including a tripod and lighting. A tripod is essential for stabilizing your shots and preventing blurry footage. A light kit is also important, particularly for shooting agent promo videos. An entry level 3-point lighting kit like the one by Neewer is a good choice and can be easily carried in a backpack or bag.
Planning
The planning phase helps real estate agents and videographers create a vision that guides the entire project. A strong vision identifies the key messages and includes the steps that will be taken to create a great video. It also helps set clear goals that can be measured against each video.
Real estate videos are transforming the industry by helping brokers, realtors, and agents showcase properties in a vibrant way that connects with potential buyers emotionally and physically. They are the secret weapon that sets real estate agents apart from the competition, builds trust, and expands their reach to a global audience.
While standard real estate videos utilize slide shows or virtual tours, high-end homes and vistas may use a documentary style approach. Commercial real estate videos that showcase the property’s leased spaces and high quality tenants will often include lifestyle scenes that highlight how busy and active the space is.
Team and business-focused real estate videos can give prospects a sense of your company culture and values, as well as help them get to know your team members. They are also a great tool to promote special offers and promotions you may be running. Testimonial videos are a great way to showcase your past clients’ positive experience working with you. Videos featuring client testimonials are up to a whopping 98% more likely to be watched than written reviews.
Shooting
Real estate videos provide a more complete picture of properties, whether it’s a home or commercial space. They can also show the property from a more unique perspective, such as aerial footage or drone video. These videos are a key component in real estate marketing.
During the shooting phase, it’s important to use the right equipment and capture the property in the best light. If you’re using a DSLR, set the ISO to 100 and adjust the aperture as needed for each scene. For lighting, try to use natural light where possible. This will look more realistic and make the room feel larger.
Plan out your shots ahead of time by creating a storyboard. This will help you save time and ensure you capture all the necessary footage for your video. It’s also helpful to have a shot list of rooms and spaces (outbuildings, porches, etc.) to avoid missing any important features.
Include background music to make your video feel more polished. It will help create a mood and set the tone for each scene. You can find royalty-free music tracks on sites like Wistia. Aim for a three-minute video length, as buyers often skim listings until they find something that interests them. If you’re showcasing a luxury property, a longer video may be appropriate, but it should never be more than 10 minutes.