How to Create Real Estate Videos That Resonate
Video marketing is an amazing (and cheap!) tool that Realtors can use to connect with potential homebuyers, extend the reach of their business, and cut down on wasted leads. For example, one of the best ways Realtors can utilize video marketing is through short video tours of their listed properties. Why? Because, on average, real estate listings that include a video receive 403% more inquiries than those without.
The even better news? You don’t need pricey equipment or editing tools to create engaging videos for your real estate business — most of us already have a high-quality video camera in our pocket! If you want to up the quality, you can buy a tripod for your phone to help with stability issues and increase production quality, but that’s about all you’ll need to get started.
Here are 7 tips on how to get started making real estate videos for your business:
1. Plan your shots
Planning your shots ahead of time will help you map out the most efficient way to film so that you’re not wasting any time. Make sure that those shots fully showcase the room before you press record. Larger rooms such as the kitchen, living room, and master suite may require more work to show the space in its entirety. This is a great time to use that tripod!
2. Play with lighting and angles
Lighting and angles play a huge role in the quality of your videos. Make sure you have plenty of natural light when shooting by opening the curtains and shooting right before sunset. Although natural light is best, you can always use clamp or ring lights instead. Avoid using your phone’s built-in flash if possible — it can create harsh lighting that will look unappealing to viewers (think Blair Witch Project).
It’s also important to spend some time getting the right angles by taking a few shots from different vantage points around the space. If you’re having issues with getting the right angle in large rooms or for the exterior, try using a wide-angle lens to make the spaces seem less claustrophobic. You can also use a tripod to hold the camera steady and pan it across the room. If you’re doing it “selfie-style,” please avoid shooting the camera straight up your nose. It’s not a good look on anyone.
3. Check your resolution and framerate
A higher video resolution will increase your production quality and help potential buyers feel more immersed in your tour. If you’re using a phone to film your videos, you can easily change your resolution in the camera’s settings (here are some instructions for changing resolution settings on Android and Apple devices. You’re welcome).
It’s generally recommended to keep your videos within 30 frames per second to keep the tour looking fluid and more life-like. Video quality can also take a big hit when zooming in, so try to avoid using zoom if at all possible. If you need it, give your frame time to adjust before moving on.
4. Keep it short and sweet
Attention spans are notoriously short, especially when potential buyers are looking at multiple properties online. Studies have shown that shorter videos are more likely to be watched, so try to keep your videos less than 4 minutes long. A 2-minute video is ideal but it’s okay if the video runs a little longer than that. Don’t waste time showing every nook and cranny, especially if the bedroom layouts are similar. Highlight big features that homebuyers really want to see and focus on the unique details of the home to cut down on runtime. Your videos are more likely to get engagement and inquiries if the videos are short and sweet.
5. Connect emotionally
Emotion also plays a role in keeping viewers engaged and help them truly picture the house as a home. To make your videos more personable, start the video by introducing yourself. This is great for your brand as a Realtor, as it builds name and face recognition as well as trust. During your video, take a few moments to highlight the history and amenities available in the property’s community. Describe what it might be like to live in the neighborhood or relax after work — it will go a long way in showing potential buyers why someone would want to live there.
6. Use editing apps
Once you’ve got all your shots, you can use editing apps to put the finishing touches on your video. Apps such as iMovie, Animoto, and Adobe Spark will take your video to the next level with tools for captions, narration, themes, and transitions.
You can also include background music to make your video feel more polished. Sites such as Wistia, Marmoset, and Premium Beat will often have music that you can license without spending a ton of money. When editing, tap into the valuable content you would want and order your clips according to how you would walk through the house — this will help viewers get a better feel of the layout and visualize themselves living there.
7. Include a CTA
Calls to action are invaluable as a Realtor, and including one in your video is a simple way to get more viewers interested in your listings. Put yourself in the homebuyer’s shoes to get a better understanding of what kind of content they are more likely to click on, then customize your CTA accordingly. A few examples of CTAss you could use include:
- Asking viewers to subscribe to your channel for other listings
- Calling you to set up a tour of the home
- Contacting you to put in an offer (that’s the dream, right?!)
Make it clear to the viewers what you want them to do and use upbeat language that doesn’t feel too pushy.
Builder Boost has more ideas for you!
While listing videos are the most popular, don’t be afraid to branch out and utilize other types of videos such as agent profiles, Instagram stories, and Facebook Lives. You can also take advantage of authentic user-generated content like testimonials, client videos, and fun reviews. With just a phone and a little creative effort, you can create real estate videos that help your business stand out from the crowd.