Real Estate Video Marketing: What Actually Sells Property
Most buyers these days decide whether a property is worth visiting pre-inspection by watching a video and not through a photo gallery.
For real estate agents and property marketers, having a marketing video for your property is now the essential way for a location to get noticed, shared, and shortlisted.
Agencies and real estate marketers who lean into videos are seeing faster enquiries and more qualified walk-ins.
Here’s how real estate video marketing actually works, the formats worth investing in, and how to plan a shoot that converts views into enquiries.
Why Video Matters for Real Estate Marketing
A short, engaging walkthrough video of a property helps a buyer to decide faster. A 60-second video shows the layout of the property, how much natural light the property is getting and general room size.
Property portals, Instagram, Facebook and agency websites all favour video content in their algorithms and layouts.
A listing with video typically holds attention longer and gets shared more than a photo carousel. Property discovery now mostly starts on social, not the portals themselves.
Types Of Real Estate Video
Not every property needs the same format. Here’s what’s worth considering, depending on the listing and budget:
Property Walkthrough Videos
As touched on, this is the core format when it comes to real estate video. Here a guided tour through the property that gives buyers a genuine feel for the space before they book an inspection.
Real Estate Listing Videos
A listing video is a chance to show a property properly. The idea is to capture what makes the property worth looking at and give potential buyers a reason to book an inspection.
The video might include a walkthrough of the main living areas, some closer shots of the finishes and details, footage of the backyard or entertaining areas, and a few shots of the neighbourhood. For a more expensive property, you can take this further with a more cinematic approach that captures the feel and character of the home.
The aim isn’t just to make the property look good. It’s to give someone watching the video a sense of what it would actually be like to live there.
Drone Property Videos
Drone footage can be really useful when the property itself isn’t the whole story.
For larger homes, acreage, coastal properties and new developments, aerial footage can show things you simply can’t get from ground level. You can see the size of the block, the surrounding landscape, nearby beaches or parks and how the property sits within the area.
It can also be a great way to open or finish a property video. But there’s no point throwing in drone shots just because you have a drone. The footage should add something to the story and help show off the property.
Social Media Videos for Real Estate
Real estate agents have a lot of opportunities to use video on social media. A property doesn’t have to be presented as one long walkthrough either.
Short vertical videos can focus on one particular feature, give people a quick look around the property or simply create enough interest for them to want to see more. A great kitchen, pool, view or outdoor entertaining area can all work well as a short piece of content.
It’s also worth creating these videos specifically for platforms like Instagram and Facebook. A video made for social media doesn’t necessarily need to be a shortened version of the main property video. It can be faster, more direct and built around the way people actually watch content on their phones.
Making Video Part of Your Property Marketing
]You don’t necessarily need a huge production budget to get value from real estate video. The important thing is choosing the right type of video for the property and knowing where you’re going to use it.
A good property video should make someone stop scrolling and think, “I’d like to have a look at that.”
That could be a family home, a luxury property, a new development or even a commercial space. The right video can give your property more exposure, provide more content for social media and give potential buyers a better idea of what they’re going to see when they turn up for an inspection.
At Pickle Pictures, we produce real estate videos and property marketing content for agents, agencies and property marketers across Australia. From property walkthroughs and social media content to drone footage and larger campaign videos, we can help you work out what type of video will make the most sense for the property you’re selling.