As a real estate professional, you’re probably already wearing more hats than you can count. Between meeting with clients, staging properties, and negotiating contracts, finding the time to focus on a strategic marketing plan can feel overwhelming. So let’s talk about one of the most powerful tools at your disposal – video marketing. If you’re serious about elevating your brand, especially in the luxury market, it’s time to get intentional with your video content. And the good news? It’s more manageable than you think.
Whether you’re a seasoned agent or just getting started, we’ll break down the eight types of “must-have video” that will help you generate more interest, create excitement around your listings, and build long-lasting relationships with clients.
Video marketing plays a critical role in all stages of the real estate process, but it’s important to know where to focus your efforts. Here are the types of videos you should be creating at each stage of the real estate marketing cycle.
Pre-Listing Promotion
1. Local Spotlight Videos
Your knowledge of the community you represent is one of your greatest assets. Use local spotlight videos to highlight popular businesses, schools, or events in the neighborhood where you’ll be listing a home. When you position yourself as a community expert, you build trust with potential buyers and create excitement about the area.
Pro Tip: Hyperlocal content, especially on platforms like Instagram and TikTok, is algorithm gold. These platforms reward content that resonates with local audiences, helping your videos gain traction quickly. Think of it as “vicinity virality” – when locals start sharing your content, you’re not just gaining views, you’re gaining potential clients.
2. Behind-the-Scenes Videos
People love a good sneak peek. Create behind-the-scenes videos that give viewers a glimpse of the prep work involved before a listing goes live. Whether you’re staging a home, preparing for a photoshoot, or getting the property market-ready, these teasers generate buzz and anticipation.
Pro Tip: This is a great opportunity to humanize your brand. Show the effort and care you put into your listings – this builds credibility and makes your audience feel connected to the process.
3. Live Streams
Live video can feel a little intimidating, but it’s one of the most effective ways to engage your audience in real time. Go live on Instagram or Facebook to give viewers an early preview of a new listing, show off the neighborhood, or answer questions about the market. The urgency of live content creates a sense of exclusivity that keeps your audience tuned in.
Pro Tip: Use live streams to interact directly with potential buyers. Answer their questions, take them on a quick tour, and get them excited for the official listing launch.
Listing Promotion
4. Talking Head Videos
Talking head videos are perfect for introducing a new listing and diving into its features. Haven’t created one before? This format allows you to speak directly to the camera, showcasing your expertise while giving buyers valuable information about the property. You can also address common questions about the buying process or market trends.
Pro Tip: Keep it conversational, but don’t be afraid to show your expertise. Buyers want to work with agents who know the market and can offer real insights.
5. Search Magnet Videos (YouTube-Focused)
SEO isn’t just for websites – it’s crucial for YouTube, too. Create videos designed to answer the questions buyers are already searching for. Titles like “Best Homes Under $500K in [City]” or “Top Neighborhoods in [Area]” are search magnets that attract local buyers. These videos should be detailed, with strong keywords that help your content rank higher in search results.
Pro Tip: Think of YouTube as a long-term investment. Unlike Instagram or Facebook posts that disappear quickly, YouTube videos have staying power and can generate leads long after they’re posted.
6. Full Walkthroughs & 3D Virtual Tours
Virtual tours have become a non-negotiable, especially in the luxury market. Whether it’s a full video walkthrough or a 3D tour, give potential buyers a detailed look at the property. This is especially important for out-of-town buyers or anyone unable to tour the home in person.
Pro Tip: Combine these tours with a talking head video to walk buyers through the highlights and features of the property. This way, they get both a visual and verbal experience of the listing.
Post-Sale Promotion
7. Client Testimonial Videos
Nothing builds credibility like a satisfied client. After the sale, ask your clients to share their experience in a testimonial video. These videos highlight the value you bring to the table, making it easier for future clients to trust you with their listings.
Pro Tip: Testimonials are gold when it comes to social proof. Share these videos on your website, YouTube channel, and social media to showcase your success.
8. Sold Property Showcases
Once the sale is complete, don’t forget to market it! Create a video that highlights the transformation of the property from listing to sale. Show how you marketed the home, share the results, and celebrate the success. This type of content shows future sellers exactly what you can do for them.
Pro Tip: This is your chance to highlight your process and expertise. Use it to show potential clients why they should list with you.
Here’s the deal: Success in video marketing comes from consistency and strategy. It’s not enough to upload a video and move on. You need a plan. Create a schedule that allows you to post consistently throughout each stage of the sales process. Use these videos as tools to engage your audience, build your brand, and ultimately close more deals.
And don’t forget – promoting your videos is just as important as creating them. Make sure you’re sharing them across platforms and actively encouraging your audience to engage with your content.
Video content is one of the most powerful ways to connect with your audience, showcase your listings, and build long-term relationships with clients. By embracing these seven types of videos throughout the real estate marketing cycle, you’ll position yourself as a leader in your market and keep your business top of mind for both buyers and sellers.
Ready to take your video marketing to the next level? Follow Homes & Land on social media for more expert insights, tips, and strategies to help you dominate the real estate game.