Real Estate Video Marketing: The Ultimate Guide For Agents

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real estate video marketing guide

Video has completely taken over the internet. According to MechDope, there are 3.25 billion hours of video watched on YouTube each month.

Video content is the most engaging and easily consumable form of content and can be very beneficial for building your credibility and brand within your market when used correctly. 

In a world with smartphones, Facebook Live, GIF-, Vine-, and Boomerang-creation tools, the territory belongs to anyone who will claim it.

And that includes real estate agents.

As Hubspot reports, “90% of users say that product videos are helpful in the decision process.”

And real estate is all about helping people make BIG decisions.

As part of your agent content strategy, we’re going to cover 12 real estate video marketing ideas that you can easily replicate, no matter where you stand in your real estate journey.

The examples we provide are far from mediocre, but don’t let their quality of them discourage you.

You simply need to have videos that are high-quality for the stage you are currently at.

The worst thing you can do is allow perfectionism to get in the way of producing content. Rather than use the examples as a standard by which to measure yourself, use them as a guide for inspiration, allowing technique, idea, and cadence to inform your own videos.


The Real Estate Agent’s Video Marketing Playbook

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Includes Free Scripts & 52 Ideas


What is Real Estate Video Marketing?

In real estate, video marketing is the process of creating video content for the purpose of building brand awareness, generating leads, getting listings, and helping homebuyers.

Video is currently the most popular form of content on the internet — and by executing a consistent video content marketing plan, real estate agents can rise head and shoulders above their competitors.

How to Create a Real Estate Video Content Marketing Plan

Soon we’re going to give you 12 ideas for creating video content (with examples).

But before we get into that, let’s talk about how you can create and execute a video marketing plan that works.

Follow these five steps and you’ll be on your way to building more authority in you market.

Step 1. Choose Your Platform

Obviously, there are a lot of different video content platforms.

YouTube is the most popular, but video content also runs rampant on TikTok, Facebook, and Instagram.

And while you might publish your videos to all of those platforms, it’s still best to focus on just one.

Which platform will be your main platform?

It doesn’t matter which one you choose. But once you do make a decision, you’ll want to optimize all of your content for that platform. If you’re doing TikTok videos, make them short and sweet. If you’re doing YouTube videos, create longer-form content that is still valuable, but also entertaining.

Step 2. Create Your Calendar

Creating videos can be time-consuming. And if you’re not careful, it can quickly become overwhelming.

That’s why it’s important to have a content calendar. This will help you batch your content creation so that you’re not trying to film, edit, and publish a video every single day.

Your calendar doesn’t have to be fancy. A simple Google Calendar will work just fine.

Make sure you stick to the calendar you create. But if you miss a day, don’t try to make up for it by filming two videos the next day. This will only lead to burnout.

Set aside days for creating lots of content and then schedule that content to publish periodically throughout the following weeks.

Step 3. Document Your Journey

Later we’re going to give you 12 ideas for video content.

But here’s the best way to create content: simply document what you do on a daily basis.

Did someone just sell their house? Pull out your phone and shoot a quick video to talk about it.

Do you have a new listing? Drive by and shoot a quick video tour.

Attend an interesting real estate event? Shoot some B-roll and get interviews with the attendees.

The key here is to be consistent. If you can document your journey and share it with your audience on a regular basis, you’ll quickly become the go-to expert in your market.

Step 4. Track Engagement

Once you start publishing your videos, it’s important to track the engagement and leads they generate.

There are a number of different ways to do this.

If you’re using YouTube, make sure you have Google Analytics installed so you can track the traffic your videos generate.

If you’re using TikTok, track the number of views and likes your videos get.

If you’re using Facebook, track the reach and engagement of your videos.

The key here is to track your progress so you can see what’s working and what’s not. This will help you adjust your strategy as you go.

Step 5. Repurpose Your Video Content

One of the best things about video content is that it can be repurposed into other types of content.

For example, you can take a video you filmed of a listing and turn it into a blog post.

(In fact, we have a super cool tool called VideoPost here at Carrot that will help you do that!)

Or you could take an interview you did with someone in your market and turn it into a podcast episode.

The key here is to get creative. There are endless possibilities for repurposing your video content. So don’t be afraid to experiment.

Best Real Estate Video Marketing Gear

If you’re just getting started, don’t overthink it.

Use your smartphone to record video and upload it.

But if you decide that you want to take your video content to the next level, here’s the gear we recommend getting.

Microphone — Blue Yeti USB Microphone

This microphone is affordable, easy to use, and great for beginners. It has omnidirectional sound settings so you can adjust from which direction the microphone picks up audio. Just plug it into your computer and get started!

Here are some more details from Amazon:

  • Custom three-capsule array: This professional USB mic produces clear, powerful, broadcast-quality sound for YouTube videos, Twitch game streaming, podcasting, Zoom meetings, music recording and more
  • Blue VOICE software: Elevate your streamings and recordings with clear broadcast vocal sound and entertain your audience with enhanced effects, advanced modulation and HD audio samples
  • Four pickup patterns: Flexible cardioid, omni, bidirectional, and stereo pickup patterns allow you to record in ways that would normally require multiple mics, for vocals, instruments and podcasts
  • Onboard audio controls: Headphone volume, pattern selection, instant mute, and mic gain put you in charge of every level of the audio recording and streaming process
  • Positionable design: Pivot the mic in relation to the sound source to optimize your sound quality thanks to the adjustable desktop stand and track your voice in real time with no-latency monitoring
  • Plug ‘n Play: Set up the computer microphone in seconds with the included desktop stand or connect directly to a mic stand or boom arm and instantly start recording and streaming on Mac or PC
Blue Yeti USB Microphone

Camera — Canon PowerShot Digital Camera

This camera is easy to use and great for shooting YouTube or other video content. Here are some details from Amazon:

  • The advanced video capabilities of the PowerShot G7 X Mark II camera can capture moments in the quality they deserve
  • Features a large 1.0 inch, 20.1 Megapixel CMOS sensor that helps capture high quality images and videos with a wide dynamic range. Autofocus system features tile autofocus and manual focus. Operating temperature is 0 to 40 degrees Celsius. Note charging time varies considerably depending on the remaining battery power
  • An aperture value of f/1.8 at the wide angle and f/2.8 when fully zoomed to a factor of 4.2x (24-100 millimeter), this lens equipped to capture a variety of situations with precision
  • High resolution, 3.0 inches LCD monitor that tilts up 180 degrees and down 45 degrees is ideal for self portraits and capturing pictures at high and low angles with ease
  • Built in WiFi for on the go convenience and the ability to easily post your images to select social networking and media sites
  • With the ability to shoot continuously at up to 8 fps, it can help you capture incredible images with nearly no time wasted
  • ADJUSTABLE, PACKABLE HOOD | Attached, adjustable hood can be rolled into collar when not in use
 Canon PowerShot Digital Camera

Lighting — 10” Ring Light with 50” Extendable Tripod Stand

Lighting makes a big difference in video quality. And this ring light will take your video quality to the next level.

Here are some more details from Amazon:

  • Sensyne selfie ring light features a high sensitivity touch panel design that has a longer life than traditional mechanical buttons. It provides full control to easily adjust the 3 color modes (cool white, warm yellow and daylight) and 10 brightness levels to meet your different needs. Perfect for Photographers, YouTubers, Vloggers, TikTokers, etc.
  • The USB-powered control helps protect your safety while improving the ring light’s brightness. The phone holder is spring-loaded and extends up to 5.3″ wide, it is compatible with almost ALL smartphones with or without a case.
  • Extending from 15.7 inches to 50 inches, our tripod can be adjusted to any height within seconds as needed, short enough to stand on tabletop, tall enough to fit your height. This compact circle light set comes handy when you do makeup, artworks, beauty & fashion live streaming, video calls and more.
  • The pocket-sized Bluetooth remote allows you to take selfies or group photos easily from a distance up to 30 feet. Compatible with most Apple/Android smart phones like iPhone 8/7/6 Series, Samsung Galaxy Series, etc. No app download necessary.
  • We will provide you with a high quality after-sales, 12 months After-sale service. Please contact us anytime if any question.
10'' Ring Light with 50'' Extendable Tripod Stand

Video Editing Software — Shotcut

Shotcut is free and easy-to-use video editing software that works on all different types of operating software.

Shotcut video editing

12 Real Estate Video Marketing Ideas

What should your videos be about? Here are 12 ideas (with examples)!

Real Estate Video Marketing Idea #1: Home Buyer Advice Videos

The house buying process is not a simple one. At least, not for the inexperienced home buyer.

While most homebuyers have some idea of what they want in a house, they don’t know the potential dangers they face, the kind of things that improve a house’s value, or the sort of timeline they should expect when purchasing a home. But… they would like to know those things.

Short, informal videos offering advice to the homebuyer are not only helpful, but establish your brand as the expert to answer your prospect’s questions and, eventually, sell their house.

Here’s an example of some on-the-job content from Andrew Lamb Real Estate Experts.


Real Estate Video Marketing Idea #2: Home Seller Advice Videos

House sellers want to know the best way to present their house in online photos. Of course, that’s only one example of what house sellers want or need to know before moving forward.

Luckily, you have all (or most of) the answers.

By providing valuable advice and information to homeowners, you can build rapport and nab more listings.

In Beth Day’s video below, for instance, she uses her knowledge of what sells and what doesn’t to build a successful relationship with her potential clients.


Real Estate Video Marketing Idea #3: Real Estate Whiteboard Videos

The whiteboard video is for the coach, the person who enjoys illustrating ideas with a dry-erase marker in hand. At Carrot, whiteboard videos are one of our closest companions. Trevor Mauch, our CEO, puts these together, teaching on topics that range from optimizing your marketing budget to website design.

The idea is the same as the previous one: you teach buyers or sellers something while illustrating it on a whiteboard.

As an example to inspire your own, though, this is one of our favorites: Anatomy of a High Converting Real Estate Homepage.

Anatomy of a High Converting Real Estate Homepage


Real Estate Video Marketing Idea #4: Client Testimonial Videos

Most of you are probably utilizing real estate testimonials on your website, but video testimonials pack an even stronger punch. Like any well-placed and reliable endorsement, the video version offers social proof — that sense of “this worked for someone else, so it will work for me too” — to combat the prospect’s doubts.

Basically, a video testimonial is a shorter and less thorough version of a case study. But they’re just as powerful.

From real estate agent, Beverly Barnett, this video testimonial offers a relatable, authentic, and reassuring foundation upon which new clients can stand. Yours should do the same.

Here’s another testimonial example from Home By Krista.

Todd Gives Us a 5 Star Review

Real Estate Video Marketing Idea #5: Case Study Videos

Everyone loves a good story.

Not only are they powerful, but they’re also educational (and when they’re both, it’s lead generation gold). From the moment humans discovered fire, stories have inspired, evoked emotion, and driven decisions.

As a real estate agent, case studies are just that: stories of clients who have fallen in love with your passion for helping, your drive for excellent service, and the solution that you offer. A case study is simply an overflow of the customer’s excitement about who you are and what you do. Much like a fire, it’s a spark to start more fires.

Here’s an excellent example from REDX Real Estate Prospecting Solutions.


Real Estate Video Marketing Idea #6: Neighborhood Videos

From best parks to the top places to eat, what we’ve deemed Neighborhood Videos puts your city knowledge on the treadmill. As you well know, selling your city is just as important, if not more, than selling a house. If people don’t love your city, they won’t buy a house in your city.

Neighborhood videos are your way of helping prospects fall in love with wherever it is you buy and sell houses.

In StellarRealty NW’s video, Kaira West talks about bike paths, food pods, and taverns. Let this neighborhood overview video guide your own.


Real Estate Video Marketing Idea #7: Community Videos

Shemeika Fox of Fox Realty Group in Santa Cruz California does an amazing job with calling out her community by interviewing other local business owners. Use these videos to establish yourself as a friendly, interested, and involved real estate agent. Here’s one of Shemeika’s interviews with Sandy Novembre; Owner of Monarch Pilates in Santa Cruz.

Interview with Sandy; Owner of Monarch Pilates in Santa Cruz

One of the beautiful parts about video content is that it builds relationships.

And while all types of content can be used as a friendly get-together, year-end review videos, in particular, are an opportunity to have some fun, be transparent about the local market’s health, and put your brand’s stamp on the coming year’s sales.

In this example, notice how RISE Realty in Utah uses its video to strengthen their brand’s voice as a friendly and knowledgeable realtor.


Related Content: How to Beat Zillow in Google Rankings Using Video [Case Study]


Real Estate Video Marketing Idea #8: Market Update Videos

When buying or selling a home, your clients want to follow the current local real estate market, but they don’t want to put in the work.

Do your clients a favor, roll up your sleeves, and produce video updates of the housing market. Keep your presentation concise and easy-to-understand. Upload this content to your website monthly (or whenever you feature a new update) and keep an archive on your YouTube channel.

As an example, we love the personability and knowledge that McDonald Residential presents in the video below.

Seattle Real Estate Market Update | April 2021

Real Estate Video Marketing Idea #9: Tips and Tricks Videos

Tips and tricks videos can not only educate your audience but also boost your credibility within your market. Give your audience nuggets of wisdom each week or month and they’ll surely tune in for more.

Tips & Tricks: Negotiation

Real Estate Video Marketing Idea #10: Listing Videos

You’re a real estate agent. No reason to hide it.

Into your content, sprinkle an appropriate dose of house listing videos, beautifully displaying what you currently have for sale.

This example from Pienovi Properties is of high quality. But don’t let that intimidate you. It’s okay to work with what you have.

Invest in some basic editing apps, such as Filmora or iMovie. And check out Paradym visual tour. With these tools, you’ll be able to start creating your own house listing videos.

Remember, just do the best you can.


Real Estate Video Marketing Idea #11: “About Me” Videos

Especially for smaller real estate businesses, this video should replace the Company Brand Promotional Video as the front and center introductory clip to your business.

The most important thing to remember when recording your “about me” tape is that you’re not trying to sell anything… other than you. You’re not selling houses or an easy process or low rates. You’re selling a relationship. And that’s it.

People want to know who they’re working with — the real person behind the curtain of business talk. This video is your way to show them.

As inspiration, consider this professional, yet casual video made by Koki Adasi.


Related Content: 43 Real Estate Lead Generation Ideas That Will Change The Way You Do Business


Real Estate Video Marketing Idea #12: Promotional Agency Videos

If you have peanut butter, you need jelly. And if you have a real estate business, you need a promotional video.

On YouTube, this is your front and center introduction video. It’s the one that teaches prospects about what you do, who you are, and how you do it.

The example we provide is a little formal, but don’t be afraid to de-formalize your promotional clip. Formality has its benefits, for sure, but so does casual speak. Depending on the brand image you want to create, your video could fall either way. Overall, make sure that you are consistent with the voice you’re using and the message that the tone is sending.

Here’s the promotional video from NAN & Co. Properties where they articulate what they can offer and why anyone watching should choose them.

Your Videos Don’t Have to Be Perfect

With all these real estate video marketing examples, there are ways they could be improved. And with some of the above examples, there are LOTS of ways the video could be improved.

But we can’t forget one important thing.

Within that imperfection and lack of polish is something more sacred than any Steven Spielberg or Woody Allen blockbuster could ever produce.

Authenticity.

The wonderful thing about video in real estate marketing is that it offers a medium to cultivate relationships. It shows more of you than any other type of content. More of the genuine you.

Videos allow people who are sitting at home a look into your life, your work, and, most importantly, you. The true, authentic, unedited you.

Because, when all’s said and done, that’s really what you’re selling: the best version of yourself that you can possibly muster.

Mike Blankenship

Michael is a freelance copywriter who helps startups build bigger, more sustainable businesses. He’s been mentioned on Forbes and Entrepreneur for his expertise as a writer, and he's written articles for SUCCESS, SmartBlogger, GetResponse, AdWeek, Jeff Bullas, and a whole slew of other publications. You can learn more about him at mikeblankenship.org or connect with him on Facebook.

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3 responses to “Real Estate Video Marketing: The Ultimate Guide For Agents

  1. Thanks for sharing this information and updating me.
    Yes, i agreed with you video marketing is the best way to increase the ROI and promoting our services and products.

  2. Thanks for mentioning that you shouldn’t be focused on selling anything when making an “about me” video and that it is important to properly convey your personality to customers. My uncle is thinking about starting a real estate business and wants to set up some promotional videos that will accurately represent the services that he will provide. I’ll let him know that he should be himself when making an introductory video and that he should be focused on forming a relationship with customers in his “about me” clip.
    http://www.ryanao.com/

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