Real Estate Marketing: How to Incorporate Video Into Your Content Strategy

Videos might’ve never occurred to you while putting together listings, answering FAQs, and polishing your real estate marketing website. However, they should’ve.

Listings with videos receive a lot more attention than those with pictures only. Plus, it’s a fantastic way to display personality, trustworthiness, and your qualities as an agent.

It only works if you do it right, though. Let’s see how you can film the right pieces of content to boost lead generation and promote your business.

Video Types

While listing recordings are the essential content type for you to create, they’re not the only option. The following are only the tip of the iceberg when it comes to the possibilities.

Listing Videos

These recordings go along your listings, letting you show off properties in much more detail.

People get to see more and gauge whether the home is what they want, making them more confident about contacting you. It expands your reach and ensures that fewer clients bail after a viewing.


You could chat with other professionals related to your real estate, giving people more information about what you’re offering. Bring in mortgage lenders, building managers, or even architects, and you’ll already answer half of the questions buyers might’ve had for you.


If you’ve been in the industry for a while, you must have handy tips to share with potential buyers. Make the format informative and digestible, show some character, and you’ll become the go-to option for hesitant and first-time buyers.

About Me

If you want to boost your transparency even further, create a short recording about yourself.

Discuss your history as an agent, share your values, and don’t be afraid to get a bit personal. Potential clients will feel like they know you, making them more comfortable about reaching out.

How to Create Actionable Videos

Coming up with some general guidelines related to your voice, audience, and goals makes content creation much more consistent. With time, you’ll discover what works for you, but these general pointers tend to yield positive results.

Shorter Is Better

Videos work because they’re entertaining and don’t require too much commitment. Two minutes is ideal for viewer engagement, so keep that window in mind when you’re shooting.

Of course, some topics require a longer time to discuss. You could mix up your shorter chunks of content with some longer pieces or break up a 20-minute explainer into parts.

Be Conversational

If you’re not a professional, you might be uncomfortable speaking in front of the camera. However, reading from a script without any gestures makes you sound too robotic and lose the viewers’ attention.

Jot down notes and practice until you can share your message casually. Include a call to action in the end, and you’re good to go.

SEO Optimization

Videos are no different than text when it comes to search engines. Do some SEO optimization before posting to boost visibility and rank higher.

Adding keywords and relevant phrases in your title, tags, and meta description should do the trick. If you’re already familiar with SEO basics, this task shouldn’t be a challenge.

Should You Hire a Professional?

You might feel like you’ll need one professional to record your content and then another to edit and optimize it. If your budget doesn’t allow it, you could give up the idea altogether.

However, it’s 100% possible to do it yourself.

For example, smartphone videos don’t look as polished, but they’re endearing and show that you’re a real person. There are also many software solutions for promoting your business by making a video ad that even a novice could master.

Plus, you’ll show dedication to your potential clients by sharing imperfect videos resulting from your evident effort.

If your audience consists of luxury, high-end apartment seekers, though, you might consider professional videography. It all depends on your goals.

The Bottom Line

Finally, remember that you don’t have to nail everything on the first try. So, start by following the general guidelines. Vary your content, use SEO strategies, and make it high-quality, and you’ll develop the skills and find your marketing voice with time.

Ashley Lipman is an award-winning writer who discovered her passion for providing knowledge to readers worldwide on topics closest to her heart – all things digital. Since her first high school award in Creative Writing, she continues to deliver awesome content through various niches touching the digital sphere.