A guide to video marketing for real estate

As a real estate agent, if you're not using video to connect with clients, showcase properties, and build your brand, you're missing out on one of the most effective tools available. Buyers are busy and often prefer watching a quick video over reading a long property description. More importantly, they want to connect with the agent who will guide them through this major decision. Video is a great way to build trust early on.

If this all feels intimidating, remember that today’s buyers want authenticity, not perfection. Even small, consistent efforts can lead to big results. Let’s explore how you can start using video to grow your real estate business.

The role of videos in real estate

Video marketing has become a crucial approach for real estate agents, and here are some of the main reasons why:

1. SEO boost

Videos can significantly enhance your website’s SEO. Web pages with video content tend to rank higher in search results because users find them more engaging. Optimising your videos with keywords, descriptions and meta tags can also help your website show up higher in search engines.

2. Lead generation

Yes, videos can generate leads. They are an excellent opportunity to include direct calls to action (CTAs). You can embed links in the video that lead viewers to schedule a viewing, contact you, or sign up for email updates. Platforms like YouTube and video landing pages allow for interactive CTAs that make it easy for viewers to take the next step.

On platforms like Vimeo or Wistia, you can also add lead capture forms directly within the video, gathering potential clients’ contact information before they can watch the entire clip.

3. Repurposing

One video can be repurposed for many platforms. For example, a longer YouTube video can be trimmed into shorter snippets for Instagram or Facebook. You can also take key moments from the video and turn them into Instagram Reels or TikTok clips to reach different demographics. Including videos in email newsletters can also increase click-through rates by 65%.

4. Storytelling

Video is a great medium for storytelling, and real estate is all about stories. Beyond just showcasing the physical features of a property, a well-crafted video can convey a lifestyle or emotional connection to the home. This helps viewers visualise themselves living in the space.

In addition, people retain 95% of a message when they watch it in video format — compared to 10% when reading it in text. This makes videos far more effective at capturing attention and making information stick.

5. Building a personal brand

Videos are a powerful way to build trust with clients. By sharing behind-the-scenes moments, like preparing a property or staging a home, you offer a glimpse into the work that goes into the process. Personalised video messages to clients after a deal can also add a more personal touch. Videos help show your personality, making you more relatable and building trust naturally.

Top 9 ideas to try for your real estate video

Here are the top 9 types of videos you can try creating today to build your brand, and engage with potential sellers and buyers:

1. Property listing videos: These videos highlight a property’s key features. They typically include shots of the exterior, interior, and amenities. They help buyers visualise the space and get a feel for the home before visiting.
2. Virtual tours (360° or interactive): Virtual tours allow potential buyers to explore a property at their own pace from the comfort of their home. These videos use 360° technology, letting viewers control their experience and “walk” through the space, which can be especially useful for interstate buyers.
3. Agent introductions: These videos are more about you or your agency. They help establish your personality, expertise, and brand, making it easier to build trust with potential clients. These can include interviews, testimonials, or a day-in-the-life format.
4. Neighbourhood or community videos: These videos showcase the broader community or neighbourhood where the property is located. They may include amenities like schools, parks, restaurants, and shopping areas to give buyers a sense of the lifestyle they can expect.
5. Drone or aerial videos: Drone footage is perfect for showing the property from unique angles, especially for larger estates, commercial properties, or properties with breathtaking surroundings. Aerial shots help viewers get a better sense of the property’s layout and its environment.
6. Client testimonials: These videos highlight satisfied clients sharing their positive experiences and successful real estate transactions. They show real-life results to build trust, credibility, and demonstrate the value of your services.
7. Educational or explainer videos: These are informational videos where you offer tips, market updates, or advice on the buying/selling process. They position you as a knowledgeable expert and can help attract potential sellers.
8. Live-stream open houses or walkthroughs: With platforms like Facebook, Instagram, and YouTube, you can now stream live virtual tours of properties. This allows viewers to ask questions in real-time, creating a more interactive experience for potential buyers who may not be able to attend in person.
9. Time-lapse renovation or construction videos: These videos show the changes of a property over time. They are particularly useful for showing the progress of new construction projects or for flipping properties.

How long should a real estate video be?

A real estate video should be around 90 seconds or less, as studies show that engagement is steady up to 2 minutes, and about 60% viewers will have stopped watching beyond that point.

The 5 stages of producing a real estate video

Let’s take a closer look at the steps for making a real estate video. We'll focus on property listing videos, but these steps can easily apply to other types too.

Stage 1. Pre-production

Pre-production is the planning phase, where you define the video’s purpose, target audience, and what to include. For example, if it’s a property listing video, it’s essential to know whether the video is for a luxury home, a family property, or a rental to tailor the content accordingly. Ensure your video focuses on what will resonate most with potential buyers to keep the content relevant.

Stage 2. Scriptwriting

Scriptwriting helps structure your video and provides a clear narrative for viewers to follow. Even if you aren’t using voiceovers, having a solid outline ensures you guide viewers through the property logically. Focus on storytelling, where each room or feature contributes to an overall experience, and describe the benefits of the home’s features to engage viewers emotionally and practically.

Stage 3. Filming

High-quality visuals are key in real estate videos. Use professional equipment, ensure proper lighting, and shoot wide-angle views to showcase spaces effectively. Consider using drones for aerial shots of larger properties, and always aim for steady, well-framed shots that make the home look inviting and spacious.

Stage 4. Editing

Editing is where you polish the footage to create a professional, cohesive video. Cut out unnecessary shots to keep the video concise and focused on key selling points. Add music, captions, and branding to enhance the viewing experience and ensure the video looks polished while reinforcing your personal brand.

Stage 5. Distribution

Once your video is ready, distribution is key to reaching your audience. Share the video across social media platforms, real estate websites, and through email marketing campaigns. To maximise reach, use both organic posting and paid advertising if your budget allows, targeting specific demographics relevant to the property. Make sure the video is easy to find and encourages potential buyers to take the next step and get in touch.

How much does a real estate video cost?

Real estate video production costs vary depending on the type and complexity of the project. Basic walkthroughs start at $200, while more advanced options like cinematic or community videos can range from $500 to several thousand dollars. Additional services, such as drone footage or custom videos, can increase costs further. Rates are influenced by factors such as property size, equipment, and editing needs, with custom projects priced hourly or at flat rates.

If you have limited budgets, DIY options, low-cost services, and freelancers offer viable solutions for producing real estate videos.

Three different ways you can make a real estate video

There are several approaches to making your real estate videos, each catering to different needs and budget constraints. Whether you opt for a DIY solution, freelancers, or a professional service, it’s important to weigh the pros and cons of each option.

DIY video maker tools

With a smartphone, good lighting, and a decent microphone, you can produce great videos at a low cost. Doing it yourself gives you creative control and saves money, and there are lots of tools out there like iMovie, or Adobe Premiere to make editing simple. Just remember, you’ll need a basic understanding of filming, lighting, and editing to maintain quality.

Benefits:

Video maker tools are cost-effective, time-saving, and user-friendly, offering templates that are easy to customise. Some also come with stock footage, music libraries, and mobile compatibility, making them ideal for creating videos on the go.

Disadvantages:

These tools often have limited customisation, may not meet professional standards, and can feel generic. There’s a learning curve, subscription costs, and reliance on good raw footage and stable internet for cloud-based tools.

Most suitable for:

Video maker tools are most suitable for individual real estate agents, small teams, or those focused on mid-range properties who need cost-effective, easy-to-use tools for creating videos quickly. It works well if you’re new to video marketing or needing frequent social media content. However, it's less ideal for luxury agents or those after highly customised, polished videos.

Freelancers

Hiring freelance videographers and editors can give you professional outcomes without the cost of a full production team. It’s flexible, but vetting skilled freelancers is important to ensure high standards.

Benefits:

Freelance videographers are a flexible option for creating high-quality videos. They have the skills required to give you high-quality results. Most can handle projects of any size, offer fresh ideas, and often work faster because they manage their own schedules.

Disadvantages:

Freelancers may not always be available, causing scheduling issues. The quality of their work may vary, so finding the right one can take time. They also have less accountability than production companies, so you need to manage them more closely. Frequent projects could become more expensive, and they typically offer fewer services compared to full-service agencies.

Most suitable for:

Hiring freelance videographers and editors is a great option for independent agents, small teams, or firms with smaller budgets and occasional video needs. It’s flexible, cost-effective, and gives access to specialised skills, making it perfect for one-time projects or promotions. However, quality and availability can vary, so it works best if you value flexibility and customisation over long-term consistency.

Production companies

For top-tier videos, you can engage professional production companies that specialise in real estate marketing.

Benefits:

Using a production company offers several benefits, such as high-quality production with professional equipment and staff. They have the expertise and can save you time by handling the entire process and provide access to advanced tools like drones and 3D tours. They can also ensure consistent branding, maintaining a cohesive and professional image across all your listings.

Disadvantages:

Hiring a production company is costly. It also reduces creative control, requires more feedback, and may result in delays due to the company's workload. Additionally, relying on external providers risks delays or issues that could affect timely marketing efforts.

Most suitable for:

Professional video production is great for luxury agents or those managing large, unique properties that need advanced assets like drone footage. It’s also useful for agencies with bigger budgets who want consistent branding. However, it’s less suited for agents who need quick-turnaround listings, or prefer more control.

Top 7 tips to create engaging videos

To make the most impact, here are seven tips for creating videos that engage your audience, highlight the property, and strengthen your brand.

1. Highlight the property’s best features

Buyers often scroll through listings quickly, so your video needs to showcase the property’s most appealing features to immediately grab their attention, spark interest and lead to inquiries. Consider:

• Focusing on unique elements: Every property has something special—a historical architectural detail, a newly renovated kitchen, or a big backyard. Identify the top three features of the home that make it stand out from others in the area, and make sure they are front and centre in your video.
• Using close-ups: Highlighting certain elements through close-up shots (like high-end finishes, luxury appliances, or intricate design features).

2. Use high-quality visuals

High-quality visuals create a lasting impression. Poor lighting, shaky camera movements, and awkward angles can make a beautiful home look unappealing. Professionally shot videos should showcase the property’s best features while also reflecting well on your professionalism. Consider:

• Maximising natural light: Natural light is always your best friend. Film when the lighting in the home is at its best; which may depend on the orientation of the property and the time of day. Avoid shooting in dark rooms. If needed, bring additional lighting equipment to eliminate shadows.
• Paying attention to framing: Use wide-angle shots to capture entire rooms and give viewers a better sense of the space. For smaller spaces, use angles that make the room feel more open and inviting.
• Stabilising your shots: Shaky camera work can be distracting. Use a tripod or gimbal to keep the camera steady while filming. Smooth, slow pans can give the viewer a seamless tour of the home, making the video look more professional.
• Editing: Good editing can enhance the quality of the video. Edit out unnecessary footage, and add a subtle background track to create an inviting atmosphere. Keep transitions smooth and avoid overly flashy effects.

3. Tell a story

Storytelling helps create an emotional connection with viewers. This emotional engagement can be the key factor that prompts buyers to schedule a viewing or make an offer. Consider:

• Having a purpose: Create a narrative for your video. Guide viewers through the home in a logical, easy-to-follow way, as if you’re giving them a personal tour.
• Setting a mood: Set the tone with background music and voiceovers. For example, a family home may benefit from upbeat, warm music that creates a welcoming feeling, while a luxury property may call for more elegant and sophisticated music.
• Highlighting a lifestyle: Don’t just talk about the rooms—bring them to life by describing how a family might enjoy the spacious backyard or how young professionals could use the home office. Connect each feature to a lifestyle scenario that resonates with your target audience.
• Building a connection: Speak directly to your ideal buyer. If the home is close to good schools, highlight how smooth those busy mornings could be. If it’s in a quiet neighbourhood, emphasise the peacefulness that comes with it.

4. Incorporate your branding

Branding is essential to differentiate yourself as a real estate professional and to build trust with potential buyers and sellers. Your videos should also reflect who you are as an agent, your personality, and your expertise. Consider:

• Showcasing your expertise: Introduce yourself briefly at the beginning of the video or appear at the end with a short closing message. Highlight your experience, and your approach to helping clients.
• Including your brand identity: Include your logo, contact information, and website in the video. These can be integrated in the intro and outro or as subtle overlays throughout the video.
• Showing your personality: Stay authentic and let viewers connect with you. Real estate is often as much about the agent as it is about the property. Your style is part of what sets you apart from other agents.
• Staying consistent: Use similar colours, fonts, and styles across all your videos and marketing materials. Consistency in your branding helps viewers recognise you always, regardless of where your videos appear.

5. Don’t rely only on sound

Most people watch videos on their mobile devices, often in public places where they can’t turn on the sound. If your video relies solely on audio to communicate its message, you risk losing a large portion of your audience. Consider:

• Adding captions or subtitles: This allows viewers to follow along with the dialogue or key points even when they can’t listen. Studies show that videos with captions tend to perform better because they cater to a broader audience, including people with hearing impairments.
• Using clear, engaging visuals: Highlight key features of the home with text overlays, graphics, or icons, so viewers can understand the points without needing to listen.
• Applying text on screen: Use text to emphasise key details, such as the home’s price, size, or special features. Display essential information directly on the screen, ensuring that viewers get the most important details at a glance.
• Telling stories through visuals: Even without sound, your video should visually tell the story of the home. Use light transitions, camera movements, and sequences to take the viewer on a journey, showcasing how the home flows from one room to the next.

6. Get to the point

Attention spans on social media are short. People scroll quickly, and you have only a few seconds to capture their attention. If your video takes too long to reach the main selling points, viewers may lose interest and move on to the next piece of content. Consider:

• Grabbing attention in the first few seconds: Start with a dynamic shot or an eye-catching visual of the property’s most impressive feature (like a view, pool, or kitchen). This gives viewers an immediate reason to keep watching.
• Front-loading key information: Don’t wait until the middle or end of the video to mention the most important details. Highlight the property’s main selling points early on, such as price, location, or standout features.
• Keeping it concise: Aim for a video length between 30 seconds and 2 minutes, depending on the platform and the complexity of the listing. For ads, shorter is generally better.
• Cutting out the fluff: Avoid lengthy introductions or unnecessary details. Focus on the home’s unique value proposition and key benefits that potential buyers care about. Each second should serve a purpose—to highlight a feature, or call viewers to action.

7. Measure your content performance

Understanding how your videos perform will help you refine your video marketing strategy. Consider:

• Tracking engagement metrics: Pay attention to metrics like total video plays, average watch time, and completion rates. If viewers consistently drop off after a certain point in your video, this may indicate that the content is either too long or not engaging enough at that moment.
• Analysing drop-off points: Most video platforms provide insights into where viewers stop watching. If a large percentage of viewers drop off halfway through, rethink the pacing, structure, or content in that section.
• Testing different formats: Experiment with different video lengths, styles, and approaches, and use the data to determine which formats perform best. For example, one video might focus more on a property tour, while another might emphasise lifestyle and neighbourhood features. Compare and learn which type resonates more with your audience.

Creating a great real estate video is just the first step in showcasing your property; getting it in front of the right audience is where the magic happens. That’s where Rex Reach, our real estate marketing platform, comes in. With Rex Reach, you can easily share your videos across social media and other display networks—ensuring your property gets the attention it deserves. Book a demo today to see it in action.