Leveraging the power of real estate video marketing helps agents sell listings, attract new clients, educate prospective clients, and market their services. However, many real estate agents are not sure where to start. There are an endless number of ideas for real estate videos—from listing videos to neighborhood tours to behind-the-scenes content.
We’ve gathered 11 types of videos and actual examples, along with the resources and tips you need to start creating high-quality videos for your real estate business.
1. Introduction Video
A real estate agent introduction video is designed to introduce yourself to a new audience online, whether it’s shared on social media, YouTube, your website, or by email. It generally should be quick and friendly, with you directly stating your name, title, and the area or type of audience you serve.
You can simply record a video of yourself talking to the camera, or add some production with clips of you working. In either case, plan your realtor introduction video based on the platform where leads will see it.
In this introduction video, real estate agent Jake Mahaffey recorded a simple video introducing himself and his brokerage. In about one minute, he answers three simple questions that address his core values, his passion for real estate, and some topics to show his personality, like his favorite food and next vacation plan.
This realtor introduction video uses a more professionally produced format, including a logo visual, clips of agents and clients working together, and a crisp white background. It’s under two minutes long and focuses primarily on the agent’s ideal clients and the unique ways he works with them. The lovely visuals and editing are a bonus, but the impact of the video could be made even with just your smartphone.
2. Testimonial Video
One of the most powerful real estate video ideas is testimonial videos. In 2022, 98% of consumers actively sought out reviews for local businesses before making a purchase. Written reviews are extremely important, but video reviews go even further in showing how your clients truly feel about you. Testimonials should showcase your hard work and expert services to generate new leads for your business.
When you consider asking clients to film a review video, make sure you also have your Zillow agent profile optimized for leads. Expect potential clients to look at your headshot, bio, reviews, and past listing to evaluate whether they trust you or not. Becoming a Zillow Premier Agent helps motivated buyers automatically get in touch with you about other agents’ listings as well as your own. Take advantage of every opportunity to grow your business from the massive amount of real estate leads who are already searching Zillow.
In this testimonial, the clients were homesellers who reviewed their experience with their agent, how they found her, and the benefits they received from working with her. The video includes both homesellers sharing their perspectives on choosing her as their agent and how she helped successfully sell their property.
This testimonial video shows the clients answering some common questions about the real estate process, like what they were most worried about and how they were able to find their home. Even though there is some editing, the homeowners are clearly very comfortable and happy to talk about their experience. This makes it feel very authentic and builds a strong reputation for the real estate agent.
3. Neighborhood Guides
Another extremely impactful real estate marketing video idea is a neighborhood tour because it accomplishes multiple goals at once. For one, it provides evergreen content for you to use over and over again and proves your local expertise by providing a valuable resource to both buyers and sellers—the key to creating the most effective videos for your brand.
In order to make your neighborhood tour engaging and valuable, choose one area or neighborhood to cover per video. This will help optimize your video for searches on Google, YouTube, or social media. Highlight a few popular and attractive elements of the area, along with your narration about what makes the area special. Don’t forget to mention transportation options, nightlife, parks, landmarks, or other interesting features.
Learn more about optimizing your written and video content for search engines in our guide to real estate search engine optimization (SEO).
Caitlin Martin, a Tennessee-based real estate agent, provides a perfect example of a neighborhood tour video. She begins the video with a brief introduction to the neighborhood she’s covering and mentions what she’s going to discuss about the neighborhood. While the video includes clips and shots from a variety of areas in the neighborhood, it’s mostly comprised of her talking to her smartphone from her car. It’s a perfect example of how you can use even the most basic equipment to become highly successful in real estate.
In this neighborhood tour video, this Georgia-based real estate agent includes multiple strategies to make the video a valuable resource and reach more leads. She starts with a personal introduction, then goes through multiple neighborhoods within a suburb to cover an extensive amount of details. With smooth videography that makes you feel like you are driving down the streets, she narrates and adds details about the homes’ construction, layouts, and architectural features.
Pro tip: Make your YouTube videos more user-friendly by segmenting them into chapters and labeling each one. This essentially gives users an outline of what is covered in your video and allows them to easily find what they’re looking for. In addition, each section can be found more easily through organic searches.
4. Listing Videos & Tours
When most people think of real estate videos, listing videos are usually the first thing that comes to mind. Although this is far from the only type of real estate marketing videos you can and should create, listing videos have two unbeatable advantages: they help you sell listings faster and attract more listing clients. A portfolio of strong listing videos, along with data on each home’s sale, can massively increase your real estate lead generation.
Plus, every listing can turn into multiple video marketing ideas for real estate agents. Videos can be short and set to background music, include narration, or they can be over 10 minutes long with detailed information provided. Many smart real estate agents leverage their listing videos to create multiple pieces of marketing collateral by splitting them up and posting them on social media. By thinking strategically about property video marketing, you can get a lot of marketing mileage out of each listing.
This listing video is made with beautiful videography of the house and neighborhood. It’s set to music and doesn’t include a voice-over, which simplifies the process. It includes exterior shots of the property and surrounding amenities, as well as shots of real people living in the home. If you want to create an emotional impact on potential buyers, this video shows exactly how you can do that with the right videography and music. Consider using a similar video style to make your listing feel like a complete experience.
This listing video is 21 seconds long, yet includes a variety of eye-catching shots of the home’s exterior, entryway, kitchen, bedrooms, and bathrooms. This is a perfect example of a real estate promotional video that you can make without spending money on production or brand-new video content.
5. Listing Marketing Video
Since listing videos are such a powerful marketing tool, consider taking this idea a step further. Create videos that show or describe how you market your listings—giving potential seller leads multiple perspectives on your marketing ability. Buyer’s agents can use the same concept and create videos discussing or showing different ways that you find properties for sale and win them in multiple offer scenarios.
This one-minute video from Sotheby’s International Realty goes through many different selling points of their listing marketing strategies. Without any narration and in just over one minute, they show their incredible real estate photography, 3D tours, virtual reality showings, integration with Apple+, and online marketing.
In contrast to the professionally produced video from Sotheby’s, this YouTube video by Caitlin Martin is simple, with minimal (although still professional) editing. It is under four minutes long and covers everything that her local audience should look for in an agent’s listing marketing strategy.
She also uniquely presents this valuable information in a format she calls “Two Minute Tuesday,” which means she discusses it all in a short period of time. This makes this video extremely appealing and engaging, and goes a long way to prove her marketing abilities.
Pro tip: Another great way to market listings is with virtual tours. To learn more about creating virtual tours that stand out from the crowd, check out our article How to Create a Virtual Tour in 8 Steps.
6. Educational Real Estate Videos
Buying or selling a house can be an extremely complex and overwhelming task for clients, and they will inevitably have questions about the process. By creating educational content, you can answer their questions in a format that’s engaging, organized, and easy to understand. Since so many online and social media platforms encourage video, it’s an ideal method to show your expertise and attract your target audience.
Educational content is key for those still working to build a reputation and authority presence. Being able to answer relevant questions in the real estate field will establish your position as the go-to expert for buyers’ and sellers’ questions. Plus, just like listing videos, educational content can easily be edited to create an endless number of ideas for real estate videos on TikTok, Instagram, and Facebook.
This video on the homebuying process for first-time buyers is 27 minutes long and details 13 different steps. It’s brilliantly organized, showing notes on the screen and dividing the video into clickable chapters. Thus, it’s extremely easy for viewers to click through and keep track of where they are in the video. Even though this specific video is a relatively broad topic, this agent has published many other highly related videos that she interlinks in the video, which clearly displays her expertise with this specific audience.
Since many realtors create educational content for active buyers and sellers, you can stand out by thinking of real estate marketing video ideas for clients in a different stage of the buying process. This real estate video example is for current homeowners who want to pay off their mortgage quickly.
By educating this audience, this agent is building a strong reputation with homeowners who will eventually become listing leads. He’s ultimately building a real estate brand of someone who can be trusted with all topics involving real estate transactions and homeownership.
Learn more about how to optimize your YouTube presence in our article 11 Top YouTube Real Estate Tips for Agents + Examples.
7. Housing Market Update
As a real estate agent, you should expect to frequently be asked about the real estate market. Since this is a topic many people are interested in—and a topic that changes often—it’s an ideal source of real estate video ideas. To most effectively attract a local audience with your market updates, make sure to include local references and examples of home prices.
Keep in mind that since the real estate market changes frequently, filming one video on the state of the housing market is unlikely to become an evergreen source of real estate leads. Instead, this real estate video marketing strategy is time-sensitive and should be continually updated.
In this video, this agent gathers data and information from a variety of credible sources and highlights them on the screen. As an agent in Sacramento, California, he specifically finds and shares information concerning the California real estate market. Since he records these videos often and gathers a wide variety of information, many people in the comments note how they trust his expertise and reference his videos to stay updated.
This is another agent who regularly films updates about the state of the real estate market. He makes his videos extremely engaging by cutting short clips of photos that highlight different terms he mentions. He also exemplifies how to use YouTube to build an audience and generate real estate leads by placing a call to action within his video. Within his video description, he provides an easy and relevant link for viewers to continue watching his videos, and he provides a variety of homebuyer resources.
8. Videos of Unique Homes & Features
Not every video you create needs to directly lead to a sale. In fact, entertaining people is a great way to keep them engaged. When you inevitably find a unique home, a home, or homeowners with an interesting history, or even unconventional home features, take the opportunity to create interesting and engaging content.
This unique video is just part of a five-part series highlighting an individual home with a unique story. This produced video combines an interview with the homeowners about the property along with beautiful videography of each space in the home. This real estate video is almost 13 minutes long and takes the time to show every detail of the home, including the light fixtures, faucets, and decor. Although this is not a common type of real estate video, the casual interview style makes it extremely entertaining and interesting.
The title of this real estate video is the first thing to take note of—inviting viewers to see the most expensive listing in the United States. This is a professionally produced video that follows Ryan Serhant, a famous real estate professional, around the property while he provides interesting details about the property. While the video is likely scripted, it feels as if the agent is talking naturally about the home with laughter and comments like, “I’ve never seen anything like it.”
9. Day-in-the-Life Video
Many potential buyers and sellers that you meet will question your expertise and ability to truly help them. One way to tackle this objection head on is to create behind-the-scenes content that shows how you help clients and improve your skills since many of these activities don’t show up in your interactions with leads.
“Day-in-the-life” videos are popular on every social media platform and appeal to a wide audience of people. This type of video content also goes a long way to connect to viewers, since you’re letting them into a new and less visible part of your life.
This real estate broker starts her day-in-the-life video with a personal introduction to herself, even though the video includes a lot of professional editing and production. She shows herself walking through multiple properties, shares information about each property, and even introduces a member of her team. The video perfectly shows her professionalism and helps her authentically connect with the viewers.
Day-in-the-life content can also be great for short real estate videos. Tat Londo, a well-known real estate broker and coach, frequently shares TikTok videos that show her activities during the day. This video is under 35 seconds, but it shows her personality, her selling expertise, and her family, and even shows her walking clients through a property.
10. Behind-the-Scenes Videos
In addition to “day-in-the-life” videos, you can share behind-the-scenes video content in short clips. This is an even simpler way to invite more connection with your audience with minimal video editing or planning needed. By simply showing a few minutes of your work day, you can show potential clients exactly why they can trust you.
In this video, the agent acts out her strategy when greeting open house visitors. The video is a comment response on TikTok, so the viewer’s question shows up on the screen during her video. This format helps her connect with a member of her audience and even acts as a caption so she doesn’t need to take up time explaining what she’s doing. Instead, the video is extremely attention-grabbing and perfectly exemplifies to new leads what they could expect from her as their agent.
This video shows an agent taking and creating a 3D virtual tour, including how they prepared the home for photos, how they captured photos, and the software they used to create the tour. Instead of simply telling leads that you create virtual tours, it makes a much bigger impact to allow them to see the process and the result.
Pro tip: These videos are also excellent resources for beginner real estate agents to learn tricks of the trade.
11. Trending Real Estate Videos
According to a HubSpot study, short-form video has the highest return on investment (ROI) of any social media marketing strategy. One of the best ways to break into short-form videos and make content that can be shared on every social platform is by leveraging trends.
On TikTok and Instagram, in particular, there are constantly new trending videos and sounds that can provide an endless number of short real estate video ideas. By using trends to make real estate-related content, you can easily increase your reach and build a large audience.
This TikTok trend utilizes a video template that has received billions of views and likes on the platform. It’s a familiar sound and concept, so it’s easy for realtors to add a photo or video and text that fits the template and will automatically appeal to a larger audience. These types of trends are particularly useful because they require no additional filming or editing.
This sound is popular on Instagram and creates a perfect opportunity for agents to introduce or re-introduce themselves to any social media platform. This agent recorded a clip of only a few seconds in the beginning, then used a branded photo and text on the screen to make a big impact in just five seconds.
Equipment Needed to Shoot Real Estate Videos
Whether you’re creating a painting, a building, a business, or a video, your success comes down to having the right tools. With modern smartphone technology, most realtors can start creating videos without having to purchase additional equipment. However, investing in a high-quality DSLR camera and a few additional videography tools will take your real estate video marketing strategy to a new level of professionalism and effectiveness.
Here are some suggested pieces of video gear that will make your real estate videos look more professional:
- DSLR (digital single-lens reflex) camera: One of the best starting cameras for real estate professionals is the Canon Rebel T7. It can help you get a crystal-clear video without too many settings to learn on your own.
- Wide-angle lens: Just like in real estate photography, having a wide-angle lens is the key to making videos that capture an entire room.
- Microphone: Whether you plan to talk directly to your camera or create narration, you need a microphone that can prevent distortion.
- Selfie stick, tripod, or gimbal: These are all forms of video stabilizers, and they help prevent your video from shaking as you walk around.
Another way to upgrade the quality of your video without purchasing equipment is to optimize your profiles and marketing channels. For example, a real estate YouTube channel will have limited success without adding a cover photo or profile photo. You’ll get the most mileage out of your video marketing efforts by using every tool at your disposal.
Try 99designs to get your entire YouTube channel designed by professionals. With its unique contest format, you’ll receive dozens of custom design concepts for one affordable fee. You can then choose the best design for your business, with everything from your header photo and banner to your thumbnail templates.
Top Real Estate Video Marketing Software
It’s possible to create high-quality videos with just a smartphone and social media editors. However, finding the right software to edit and share your videos will help you efficiently create professional video content. Real estate video marketing services can include editing apps, a customer relationship manager, or additional tools to create personalized videos.
Here are a few of the best tools for real estate video creation:
Real estate agents seeking an easy-to-use video editor
Agents and teams wanting a high-end video editor with extensive capabilities
Agents who want a complete video marketing solution with analytics and a CRM
Professionals wanting to record and edit videos of your screen from your web browser
Pricing Starts At
$35.99 per month
$15 per month
Pro tip: If you also want to improve the quality of your real estate listing videography, consider software programs that make it easy to generate 3D virtual tours. Matterport is the most well-known 3D tour creator. Aside from this, learn about other high-quality options in our guide to the best Matterport competitors.
Video Marketing Tips
Even the best real estate videos are useless if no one ever sees them. Be sure to get the most mileage out of your carefully crafted videos by promoting them through a variety of different strategies. Even if you have a large social media following or email list, keep in mind that not every one of your followers or subscribers will see your content. Instead, you need to promote your videos on every platform, repurpose them, and reshare them to get the maximum reach.
A few ways to get the best results out of your video marketing ideas include:
- Embed videos in your listings on your website
- Share a YouTube link to listing videos on Zillow or other third-party listing sites
- Repurpose videos for different platforms (even short videos can be edited and used for five or more different videos)
- Repost videos on social media with different captions
- Embed videos on your website and landing pages
- Use videos in social media ads
- Add text and music to videos to create new content from the same footage
- Share videos through automated email campaigns
Real Estate Video Marketing Statistics
Anyone who has been involved with digital marketing in the last few years knows that video is a powerful marketing medium on every marketing channel. Plus, the video marketing landscape is continuing to grow and develop, so agents should start finding ways to make videos work for them.
To show why video marketing is so important for real estate professionals, here are a few key statistics:
- The average consumer watched 19 hours of online videos per week in 2022, an increase from 10.5 hours in 2018.
- Listings with drone photography sell 68% faster than listings without them.
- 73% of homeowners say that they would prefer to list their home with an agent who uses video.
- Consumers remember 95% of the information they receive from video, compared to only 10% when reading it.
- 86% of video marketers say that video has helped them successfully generate leads.
- 66% of users say they pay the most attention to short-form videos.
- Eight out of 10 users have made a purchase after watching a brand video.
Video should be an integral part of your real estate marketing strategy. Fortunately, because of the versatility of video, there are so many options to easily start creating videos that fit your personality and brand. By using the real estate video examples and ideas above, you can start establishing a video marketing strategy that helps you generate more real estate leads.