How Real Estate Videos Grow Your Business: A comprehensive guide of Video Strategies for Real Estate
Vani Aggarwal
15 December, 2023
Video is an important tool for real estate marketing because it allows potential buyers to get a sense of a property's layout and features in a way that photographs and virtual tours cannot match.
With video, potential buyers can see the property's flow, get a sense of the neighborhood and see how the property interacts with the natural surroundings.
Additionally, video can be used to showcase the amenities and lifestyle opportunities available in the area, and highlight any special features of the property. This can be especially important for properties that are difficult to visualize based on photographs alone, such as multi-level homes or properties with unique architecture. Additionally, video can be shared more easily than physical tours, so it can expand the reach of marketing for the property.
Different types of videos that can be used in a real estate business
There are several types of videos that can be used in a real estate business to showcase properties and engage with potential buyers.
Some examples include:
Virtual tours These videos give a 360-degree view of a property, allowing potential buyers to explore the property as if they were physically inside. Virtual tours can be created using specialized camera equipment or by stitching together photographs.
Property walkthroughs
These videos show a property in action, with a professional or the property owner walking through the property and highlighting its key features.
Neighborhood and area videos:
These videos showcase the neighborhood and local amenities of a property, such as parks, restaurants, and schools. This can help potential buyers get a sense of the lifestyle they can expect if they purchase the property.
Drone videos
This is a video shot by a drone flying over the property, neighborhood and surroundings, it can provide the buyer with a unique perspective of the area and features.
Testimonial videos
These videos feature satisfied customers or clients talking about their positive experiences with the real estate business or agent.
Animated 3D floor plan
This could be a video that showcase an accurate 3D representation of the property and its layout.
The appropriate type of video will depend on the property and the marketing goals of the real estate business. It's important to use high-quality video and engaging storytelling to create an emotional connection with potential buyers and showcase the property in the best possible light.
Defining the goals and objectives of a video is an important step in the video production process, as it helps to ensure that the final product is aligned with the marketing strategy and meets the needs of the target audience. When creating a video for a real estate business, some examples of goals and objectives might include:
Generating leads: The video is designed to attract potential buyers and generate leads for the real estate business.
Showcasing a property: The video is designed to showcase a specific property and its features to potential buyers.
Building trust and credibility: The video is designed to build trust and credibility for the real estate business or agent by highlighting satisfied customers or industry accolades.
Creating an emotional connection: The video is designed to create an emotional connection with potential buyers and showcase the lifestyle opportunities available in the area.
Increasing brand awareness: The video is designed to increase brand awareness for the real estate business or agent.
Highlighting unique features or characteristics of the property that are hard to show in photographs
Once you have defined your goals and objectives, you can use them as a guide to create a video that meets the needs of your target audience and aligns with your marketing strategy. The specific features or style of the video will depend on the type of video being created, but the overarching goals and objectives will drive the overall direction.
Best practices for filming real estate videos
Filming real estate videos requires a strategic approach to ensure that the final product is high-quality and effective in showcasing the property and the surrounding area. Here are some best practices to consider when filming real estate videos:
Use a tripod: A steady shot is essential for showcasing a property. A tripod will help to keep the camera steady and eliminate any unwanted camera shake.
Use high-quality equipment: Investing in high-quality equipment, such as a professional-grade camera and high-quality lenses, will ensure that the final product is sharp and clear.
Showcase the property's best features: When filming, focus on showcasing the property's best features, such as unique architecture or high-end finishes. Use different angles and perspectives to showcase the property's layout and flow.
Use natural light: Whenever possible, use natural light to showcase the property. Natural light will make the property look more inviting and help to create a warm and welcoming atmosphere.
Showcase the neighborhood: Make sure to showcase the surrounding neighborhood and local amenities, such as parks, restaurants, and schools. This will give potential buyers a sense of the lifestyle opportunities available in the area.
Tell a Story: Use the video to tell a story about the property, showing how the buyer could use the space, how it will fit into their lifestyle and how it will meet their needs.
Make use of Aerial footage: If allowed and feasible, use drones to capture aerial footage of the property and surrounding area to provide a unique perspective.
Edit Carefully: After filming, be sure to edit the footage carefully, removing any footage that doesn’t add value to the final product.
By following these best practices, you can create high-quality real estate videos that showcase properties in their best light and engage potential buyers. It is important to also be familiar with and follow any laws or regulations on filming, before starting your production.
Equipment and Software
To create high-quality videos, you'll need the right equipment and software. At a minimum, you'll need a camera, a tripod, and a microphone. A DSLR or mirrorless camera is a great option, as they offer high-quality video and a shallow depth of field that makes the property stand out. Additionally, you may want to consider investing in a slider or a stabilizer to make your footage smooth and professional looking.
When it comes to software, there are many options available. However, iMovie or Windows Movie maker are simple and easy to use, and they are free of cost.
Filming Techniques
When filming a property, it's important to create visually appealing shots that showcase its best features. This can be done by using natural light and creating a sense of movement in the footage. For example, you can pan across a room to show its size, or use a slider to move between different angles.
It's also a good idea to use a stabilizer to keep your footage steady and smooth, and use a tripod to make sure that the camera is level.
Editing and Post-Production
Once you've filmed your footage, it's time to edit it and add any additional elements such as music, sound effects, and captions. This is where you'll be able to add your own creative touch to the video and make it stand out from the competition.
When editing, it's important to keep the video's goals and objectives in mind and make sure that it flows well and communicates the key points you want to convey. Also, always make sure that the audio is synced with the video and its clear to understand.
Publishing and Promoting Your Video
Once your video is complete, it's time to publish and promote it. The best place to host your video is on YouTube, as it's the second largest search engine after Google, and it's easy to share videos on other platforms like your website or social media channels like Facebook, Instagram and LinkedIn.
In addition to hosting your video on YouTube, it's a good idea to embed it on your website and share it on your social media channels to reach a wider audience. You can also consider running paid promotion or even include a call-to-action to your video.
Conclusion
Creating videos for your real estate business is a powerful way to showcase your properties, build trust with your audience, and grow your business.
Vani Aggarwal is a writer, director, and producer. Creative entrepreneur @ Vaak. She has over 15 years of experience in filmmaking and digital video production. Expert in nonfiction and animation storytelling. Loves Errol Morris and Miyazaki equally.
