Marketing

5 tips for making listing videos that actually work

Is your property video working for you?
  • Use video to show potential buyers what a "day in the life" might be like.
  • Highlight compelling property features.
  • Customize your videos to display the branding of you and your brokerage.

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Real estate agents have incredible access to a variety of marketing tools — including listing videos — that can elevate their overall property marketing plan to the next level if used effectively. It’s no secret that as a society, we are moving steadfast toward video usage to communicate anything and everything.

However, if the proper message and visuals aren’t captured, this dynamic tool will produce lackluster results at best. The leading agents across the country have recognized the power of properly developing their listing videos, which can make all the difference in the reach, engagement and connection with homebuyers.

As a tool to drive leads swiftly from your target audience, we recommend spending dedicated time defining and refining the following elements in your listing videos for maximum impact.

1. Communicate a clear message

Knowing what you want to communicate, the type of target clientele you want to market to and why are critical in engaging the future homeowners of your newly listed property. It all starts with a well-defined message.

2. Use strong opening and closing imagery

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The opening shot is like a first impression. You only get one opportunity to “wow” them right out of the gate and hold their attention to watching the video.

Also, your closing imagery should compel them to the call to action. So focus on making your opening and closing “wow moments.”

3. Highlight compelling property features

Make a list of specific features and elements that you want to ensure you capture. The buyer who will be motivated to purchase the featured home will resonate with the distinct features and selling points — this is your opportunity to magnify these.

4. Showcase lifestyle

Homebuyers are all about the experience. Use your video to showcase what a day in the life might be like in their new prospective home. Capture the surrounding area, key destinations such as schools, recreational areas or community features.

5. Give it a signature look and feel

Beyond showcasing each specific property, these videos are your opportunity as an agent to reinforce your individual branding.

The overall look and feel including language, mix of video clips, music selection and outro are most powerful when they are customized and support the branding of you and your brokerage.

Are you still unsure of what an impactful listing video should look like? Check out the video below for an example.

Ray Shak is the founder of Shak Cinema. Follow him Shak Cinema on Facebook or Instagram

Email Ray Shak.