The Ultimate Guide to Making Good Videos for Real Estate

Real estate is an aesthetic industry, so it naturally follows that fillmaking serves as the secret weapon in a marketing campaign.

In the past, agents and brokers would hire a team of photographers to shoot a property from every angle. The idea was to capture every possible detail for a potential buyer. However, the entire experience still remained 2-D. Questions remained: Did buyers really get a feel for the space and scale of a listing just from a set of photos? How could agents efficiently convey the experience and feel of being there?

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Enter real estate videos, lifestyle videos, 360 degree house tours and animated renderings. And there’s proof in the numbers. Did you know that real estate listings that include video receive 403% more inquiries than those with pictures alone? Times have changed. Video is the way to modern real estate marketing and it has come to be expected by younger buyers.  Why? Because in a super busy world, buyers need to feel like they’re in the property, walking through the green spaces and running their hands across that imported marble slab— even if they’re half way across the world. Here are a few tricks of the trade that you can use to ensure your video is at the forefront of the market.

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Focus on Community

Not surprisingly, buyers who are looking at video prior to purchasing a home, are actually viewing the community first. In fact, 86% use video to research a specific community, while only 70% use it to tour homes.

Therefore, even if the video is to demonstrate the inside of a home, focus should always be put on the community as well. These types of videos offer a high return on investment as they are “evergreen” i.e. can be used repeatedly. In other words, community videos are timeless.

Quality

If you have any doubt at all about video production, you may want to hire a professional. The worst thing you can do for your property is shine it in a poor light—literally. A video production team can ensure you have the proper lighting, sound, and technique so all you have to worry about is the sale.

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If you plan on staging the property, it’s best to do that a few days before the team comes in to shoot. On the day of filming, everything should be set up as you’d like it to appear in the video. A keen videographer can also edit and enhance the video to make sure the property is always shown in optimal condition.

Put it on YouTube

It’s important to syndicate all your real estate videos to YouTube. Why? Because it’s now the top research site for house hunters. With a 51% audience share, the platform should always be your default location to upload all videos. In addition to traffic, YouTube is incredibly SEO friendly, allowing you to tag and sort listing videos based on a variety of classifications.

The idea is to set up your own channel with branding and then organize your videos into a playlist. Tag them with search-friendly keywords or use the property address in the title. You should also include the address in the description and tags to make it super easy for buyers to find what they need.

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Once you have everything uploaded, don’t forget to share! Social media and video marketing go hand-in-hand. People always prefer video over images and 85% of buyers and sellers want to work with an agent who uses video. Homes listed with video typically get four times the inquiries of homes that don’t. So, the proof is in the video!

Give us a ring if you are an agent that needs help setting up a shoot or a video marketing campaign. We can give you some tips and get you started today!