Real Estate Marketing

How to Shoot Property Videos for Your Real Estate Business Like a Pro

Expertise: Real Estate Investing Basics, Personal Development, Landlording & Rental Properties, Real Estate News & Commentary, Business Management, Flipping Houses, Real Estate Deal Analysis & Advice, Personal Finance, Real Estate Marketing
229 Articles Written
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What’s the first place buyers go to look when they’re searching for a property? The web, of course! And what’s the most engaging, involving, and dynamic way to check the online market? Videos!

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Videos do have a way of engaging the audience like no other media. Sure, a pretty picture says a lot, but certainly not as much. Unlike written content, where your words need to do the talking and unlike images that only show a few chosen shots, videos just do a lot more.

In fact, it wouldn’t be the first time a buyer buys an apartment or house based on the video alone, without even making a trip to the place. (Trust me, I know, as we sell hundreds of turnkey properties to folks from all over the world that never travel to the U.S.). This is because videos are a great way to give a realistic view of a property. But with all the good they can do, a shoddy video can ruin your property’s image and company’s branding. Over the years, I’ve created plenty of property videos, and there’s a lot I’ve learned along the way. And for all those who’d like to shoot real estate property videos too, I thought I’d tell you about my experiences and knowhow in today’s article.

video camera

Planning

Often overlooked, this first step is very important when you’re making a video. Before you start off with a camera, it is best to first think through the content you want to deliver. I mean, have a plan in place. Decide on who your target audience is (whether it’s buyers, sellers, or just the broad market of real estate investors) and start thinking from their point of view. You need to focus on what they’d want from this property.

Related: Essential Tools You’ll Need to Create Your Very First Real Estate Video

Also, decide on the length of the video before you start (I suggest two to three minutes, max). Doing this before you start will help you select the features you want to talk about. Making it too short will not give people the information they want, while very long videos can get really boring and will lose your audience’s attention.

Finally, decide how you’d like to show the property: Would you rather create a walk-through or try something creative and different? I’d recommend that you walk through the property first. This will help you find the areas you’d like to highlight in the video. Whatever plan you choose, make sure that you create a video that is different, will appeal to the emotions of potential buyers and that stands out from other videos like it. Tip: Start filming from the outside so your audience can get a good view of the front of the property along with the neighborhood.

Don’t Edit

I genuinely believe that “success comes from doing this differently,” so stay true to yourself and the mistakes you make by not editing your two minutes video into 30 little sections and then combining it all. In today’s day and age, I don’t know of anyone who doesn’t edit their videos. That’s great, as it gives you the opportunity to be different and present in a raw way, where hiccups and mistakes are made. Your audience will relate and love you for it.

Also, you should have a little pre-written script that will assist you with having a smooth ride through every video you do. What should go into the script? I’d say you should start off with a memorable introduction rather than a common one. It’s a good idea to introduce yourself and your company. Always think about emphasizing your brand, and represent the company with whatever crazy attire you want (don’t forget to always be consistent with your attire).

The content of the video should also touch people’s feelings. It should get them excited about the property and the future they’d get by owning it. At the end of the script, create a proper “call to action.” While you’re at it, make sure to tell them how to contact you easily and quickly. At this point, make sure to provide plenty of contact details in the description below the video.

Using the Right Equipment

This is a funny one, as half of the videos we have on our YouTube channel are pretty poor quality. Good video quality is possible only with the right equipment. If you’re on a budget and want to keep it simple (like I always do), the camera with the clearest video is the Samsung Galaxy S6, hands down.

Now, I’m not a fan of the Galaxy phone, but it really does have an awesome video camera. If using an iPhone or a Galaxy, please do me a favor and turn your phone sideways. The GoPro is is another great tool to get some awesome fish eye videos of your property. It allows you to catch literally every corner of the every room in the house. I suggest you go low budget here until you reach Gary Vaynerchuk’s status, and then you can have two or three videographers following and filming you everywhere you go.

stage-house

The Right Coverage

However creative you get when you’re deciding on what to shoot in the video, make sure you at least have these few basics covered. See to it that the entrance or the outside view of the property is included. This is often the first thing people want to look at. A walk through the various rooms and a voiceover about where you’re headed is a great addition.

Get the camera person to turn the camera to you on occasion when you talk, but most of the time, it should be pointed to whatever you stress in the voiceover. Talk about the make of the ceiling and floor materials, and highlight the benefits of the quality you offer. Whatever you do, remember to focus on aspects that will make a property desirable for a buyer. Also, cover the property in a manner that doesn’t confuse the viewer as to where you’re headed next. Finally, have a call to action at the end of the video. A great way is to just tell everyone to check out the description in the video. Make sure to have every link necessary in that video description.

Avoid Common Pitfalls

Property video makers often focus so much on the house that it becomes their only point of shooting. Have a person in the video — it can be you, or you can have someone else in it too. This way, the video becomes more personable and has a better appeal to viewers. Also, before you begin shooting, walk through the property and see to it that it’s clean, doesn’t have loose wires hanging about and doesn’t look too cramped with furniture. Use videography techniques only to improve the quality of your end product and not to show off your skills. The purpose of the video often gets defeated in such pursuits.

Video making is a growing trend for marketing properties, and it will remain popular. But that popularity isn’t enough. Preparing a good video is only the job half done. Most importantly, you need to see to it that the video itself is marketed. This means that when people search online for property videos in your region, you top off their searches. More often than not, hard earned money goes into making the video, but no one ever sees it.

Related: 5 Ways to Revolutionize Your Business Using HD Video (With Example!)

Marketing isn’t rocket science, and in my next article, I’m going to share how to market your videos online. That’s of great importance in real estate, and you should have the relevant skills to do so. For starters, your marketing efforts should make people aware that you exist online and should showcase your specialization as an expert in the business. It should give the investor/client what they’re looking for and most importantly solve problems that the investor or client may foresee. These four aspects are very important, and if you want to get to know a few actual strategies, then do tune in for the next post.

Now get your smart phone cameras out and start filming. Light, camera, action! #BOOM

Investors: Have you ever filmed videos of your properties? What tips would you add to this article?

Let me know with a comment below!

Engelo Rumora, a.k.a.”the Real Estate Dingo,” quit school at the age of 14 and played professional soccer at the age of 18. From there, he began to invest in real estate. He now owns real estate all over the world and has bought, renovated, and sold over 500 properties. He runs runs Ohio Cashflow, a turnkey real estate investment company in the country (Inc 5000 2017 & 2018) and is currently in the process of launching a real estate brokerage called List’n Sell Realty. He is also known for giving houses away to people in need and his crazy videos on YouTube. His mission in life is to be remembered as someone that gave it his all and gave it all away.

    Ethan Peyton from Columbia, Missouri
    Replied over 3 years ago
    Thank you for the post Engelo. I’ve been apprehensive about using video in my listings. It’s good to know that I don’t “need” to go through and edit it like a pro.
    Engelo Rumora Specialist from Toledo, OH
    Replied over 3 years ago
    Thanks Ethan, Just stay original 😉 There is no need for fancy video editing until its actually feasible with your budget and the volume you do. Much success
    Afra Khattak Real Estate Agent from Palo Alto, California
    Replied over 3 years ago
    Well, video play vital role in success of today’s marketing strategy. It is very nice post but i want to write few things about it. Planning is the base of any video, you should know what to shoot and how to shoot. Another thing i would like to say about Editing. Perfect Editing is most important thing, as whole of the video rely upon, i have recently visited Youtube channel of “Designation Hub”, they have very good edited videos . So You should know about Real Estate Professionals, because lengthy video will increase bounce rate of your video post. Unique video will grab visitors attentions.
    Engelo Rumora Specialist from Toledo, OH
    Replied over 3 years ago
    Thanks Afra, Much success 🙂
    Nick D'Alessandro
    Replied over 3 years ago
    Would you recommend any company’s for me to look at so I can get an idea of what a property video would like from a pro or from a phone camera?
    Engelo Rumora Specialist from Toledo, OH
    Replied about 3 years ago
    We have recently hired a videographer that follows me around every Thursday shooting videos. I would just DIY unless your budget allows otherwise. I did it all myself for 2+ years. Much success.
    Tony B. Lares from Brooklyn, New York
    Replied about 3 years ago
    He basically wants you to just get out there and shoot and don’t worry about the quality for now. So you can try it for yourself and see how it works for you. This is what I do: https://www.youtube.com/watch?v=f5XgYq9lBsU This is Engelo video example of what he expects you guys to do: https://www.youtube.com/watch?v=v15NwxvgyB8 One may cost a few thousand while the other can cost as much as FREE, and get your nephew you to do it.
    Engelo Rumora Specialist from Toledo, OH
    Replied about 3 years ago
    100% correct. Most folks won’t even go out and shoot a video at all as it takes balls to step in front of a camera and speak with conviction backed by confidence. I suggest folks get their grandma to film them first as a nephew might be too intimidating 😉 After 2 years of grandma filming and with hundreds of sales and $$$ in the kitty along with actually knowing how to hit the right tonality, actions and hand movement. Then hire the pro’s to take you to a whole different level. Thanks
    Tony B. Lares from Brooklyn, New York
    Replied about 3 years ago
    I get what the author is trying to do but this is not practical advice for a business owner. As a business owner, the purpose is to work “ON” their business, not “IN” it. It takes more to create a compelling story with video, that leads to a conversion with your audience. Anyone can shoot a video or take a picture, but that doesn’t help their bottom line which is what everyone cares about which is to MAKE MORE MONEY.
    Engelo Rumora Specialist from Toledo, OH
    Replied about 3 years ago
    Thanks Tony, Working “On” your business takes time and money. Are suggesting someone spend $2,000 on a video shoot instead they can do it themselves for $0 and still get the message across? And potentially make more sales and money. We basically grew our brand and reputation with an iPhone. Thanks
    Tony B. Lares from Brooklyn, New York
    Replied about 3 years ago
    I get it, and your right, but its like teaching me how to cut my hair for free when I’ll rather pay my barber. I encourage everyone to do it themselves but if they want but if you have the budget to create quality, why not invest right?
    Engelo Rumora Specialist from Toledo, OH
    Replied about 3 years ago
    Yep, Keep costs at a minimum and drive revenue has and always will be me my motto for any new business owner. Once the money is in the kitty, then you can go out and spend it as long as it makes you more and isn’t idle. We just finished 2 days worth of staging and shooting for an upcoming project which cost us in the thousands. 3 camera guys and full blown set up. Different times for us nowadays and we are humbled to be at this level. Much success