August 8, 2024

Tips and Best Practices for Making Real Estate Videos

Selling homes is a visual business—potential homebuyers want to be able to see the houses and neighborhoods they’re considering. As a real estate agent, it’s important for you to also incorporate this visual aspect into your marketing efforts. What better way to do so than by creating real estate videos that showcase both your skills and expertise, as well as the homes and communities your clients may be interested in?

If you’re unsure of where to begin with video marketing, keep reading to discover tips and best practices for creating engaging and effective content.

Benefits of real estate videos

In an increasingly online world, creating and posting a marketing video can be a great way to reach a wider audience, compared to more traditional tactics such as flyers or print ads. According to a survey from HubSpot, there are over 3.3 billion digital video viewers worldwide.

Beyond that, many of those viewers are eager for additional video content—data shows that at least 89% of consumers want to see more videos from brands. Engaging with visual marketing has become a common way many customers conduct research before buying a product. For example, a buyer that’s considering an out-of-state move can use real estate videos to tour a home without having to purchase a plane ticket or make a long drive. Prospects who are still searching for the right agent to work with, on the other hand, can watch video content from different candidates to gain a better understanding of their knowledge, personality and experience.

For real estate professionals, video marketing can help them connect with a larger audience, exhibit their expertise to prospective clients and provide buyers with a more in-depth and accessible library of resources and information.

Consider the platform

So, you’ve decided you want to incorporate videos into your marketing strategy. Before beginning to film, however, it’s important to first think about where you plan on posting this content. There are numerous channels where videos can be shared, but each platform has its own tools, guidelines, demographics and spec requirements, and it’s beneficial to understand all of those details before making your decision.

Some of the most popular platforms for videos include YouTube, TikTok, Facebook and Instagram , and each channel offers different advantages and functionalities. YouTube, for instance accommodates both short- and long-form content (up to 12 hours or a 256 GB file, if you have a verified account), which allows for more versatility if you’re looking to create in-depth videos. TikTok, on the other hand, is known for quick and to-the-point videos and may be better suited for bite-sized content, like short home tours, a before and after, or answers to one specific question.

Looking to go live? Many platforms, including the four mentioned above, allow you to host a livestream in real-time. Although live videos can be intimidating and have less room for error, they can also be a great way to establish an authentic connection with your audience.

Specs

Every social media platform has different spec requirements for video content. This may include aspect ratio, resolution, format, length, file size and more. Sprout Social offers a thorough guide to the spec requirements for each major platform and the different video formats available on them.

Setting the scene

If your video takes place inside a model or a home for sale, take the time to prepare your background. Turn on all of the lights, turn off every ceiling fan, put the toilet seats down, and smooth/fluff any pillows or bedding, if the home is furnished. The home is your product and you want it to look as attractive as possible on camera.

It’s also important to get yourself camera-ready as well. Dress to impress, avoid chewing gum and don’t forget to smile! If you’re camera shy, try practicing your lines in front of a mirror so you can watch your facial expressions as you speak. Once you start filming, be sure to make consistent eye contact with the camera—your audience may be more likely to trust and connect with you if they feel like you’re speaking directly to them. Perhaps most importantly…act natural and be yourself!

Lights, camera, action

Depending on your skills and budget, you may be filming your own real estate videos or you may hire a professional to do it for you. Either way, there are a few important things to remember as you film:

If you’re the videographer, try to keep your camera as steady as possible. A shaky shot makes it difficult for viewers to see and focus on the content.
When giving a video tour of a home, begin with a selfie shot of yourself in front of the house’s exterior. Then, flip the camera around and begin touring the interior. Conduct the tour as you would if you were showing the home to a client in person.
If your video involves walking, be sure to wear “quiet shoes.” Avoid loud heels that’ll make a lot of noise when you move, as this can be a distraction to your audience.
For stationary content that involves talking directly to the camera, be sure to select a quiet and private location for filming. A clip-on microphone may also help with amplifying your voice.

Additional best practices

Ensure that you have the permission of everyone shown on camera.
When using music in your videos, avoid copyrighted songs.
Set your phone to Do Not Disturb or airplane mode to minimize disruptions.
Stay on brand. If you’ve already established a specific voice and tone in your other marketing content, be sure to remain consistent in your videos.

Video ideas to get you started

Sometimes, one of the hardest parts of video marketing is deciding what your video will be about. Here are a few suggestions to kickstart your creative gears:

Take your viewers on a virtual home tour or community tour
Offer your top first-time homebuyer tips
Share testimonials from satisfied clients
Film a “meet the agent” video, where you introduce yourself and explain how you got into real estate
Answer audience questions
Debunk common homebuying myths
Update viewers on market trends and news