I didn’t grow up with a camera in my hand. In fact, the first time I recorded a listing video, I used my phone, held it the wrong way (vertical, of course), and rambled through a two-minute tour without any script or plan. I got maybe 12 views — 10 of which were probably me checking if it uploaded correctly.
But here’s the thing: that video still got more attention than any of my print flyers did that month.
That’s when I realized something — people don’t just read about homes anymore. They watch. And if I wanted to compete in the modern market, I needed to learn how to show up on camera, speak directly to buyers and sellers, and make my listings come alive.
Fast forward to today, and video is one of my highest-performing marketing tools. It’s helped me:
- Win listings by showing sellers how I promote their homes
- Build a recognizable brand that extends beyond my ZIP code
- Stay top-of-mind with past clients and local homeowners
- Create content that keeps working long after I hit “upload”
In this post, I’m going to show you exactly how I use video marketing in my real estate business — what works, what flopped, and how you can start using it to grow your listings and authority, even if you hate being on camera.
What Real Estate Video Marketing Really Means (And Why It Works)
When agents hear “video marketing,” a lot of them picture drones, flashy graphics, and expensive videographers. That’s the image the industry pushes — but it’s not the reality for most of us.
Real estate video marketing isn’t about being perfect on camera. It’s about communicating clearly and visually — whether you’re walking through a property, explaining the local market, or just showing up consistently on social media. If you can talk to a client, you can make a video.
Here’s what I mean by video marketing in real estate:
Video Type | Purpose |
Listing videos | Showcase a property to attract buyers and win sellers |
Market update videos | Build authority and keep your audience informed |
Neighborhood/community tours | Position yourself as the local expert |
Client testimonials | Use social proof to build trust with prospects |
FAQ or tip videos | Answer common questions and stay visible between deals |
I started small. My first real listing video was just me walking through a house I’d staged, pointing out features with my phone in selfie mode. It wasn’t polished, but it felt real — and the seller told me it was the reason she chose me over the other agent who “just sent a flyer.”
Why Video Marketing Works: The Real Benefits for Agents
I’m not here to sell you on trends. I’m here to tell you what video has actually done for my business — and what it can do for yours.
Here are the five biggest wins I’ve consistently seen from using video marketing in my real estate work:
1. It Helps You Win Listings Before the Appointment
One of the first times I really saw the power of video was during a listing presentation. The seller said, “We already watched three of your videos — the way you explained pricing and staging was super clear.” That listing was mine to lose.
When sellers see you on video, hear your voice, and watch you explain the process, you’re not a stranger at the table. You’re already the expert.
2. It Builds Brand Authority (Even While You Sleep)
Video content lives on. I’ve had people reach out months after watching a neighborhood tour or a buyer tip video. “I saw your video on moving to [Community] — can you help us look there?”
That one-time effort pays off over and over again — especially when your videos show up in Google results or get shared in local Facebook groups.
3. It Deepens Trust with Your Sphere and Farm
People don’t just want a Realtor — they want someone they feel they know. Video accelerates that connection. It puts a face to the name, a voice to the brand.
In my geographic farm, the response was immediate once I started adding short videos to my newsletters and postcards. Homeowners started saying, “Hey, I recognize you from the videos!” That recognition leads to trust — and trust leads to listings. It’s one of the best real estate branding strategies.
4. It Cuts Through the Noise Online
Let’s be honest — social media is crowded. Another listing photo or templated market stat post gets ignored. But a quick video of you walking through a new listing or sharing why a home got multiple offers? That grabs attention.
I’ve had Facebook and Instagram videos get 10x more engagement than anything else I post.
5. It Positions You as a Resource, Not Just a Salesperson
When your videos focus on helping, not just selling, your audience starts to see you differently. They trust your advice. They refer their friends. They call you first — not because you pushed harder, but because you showed up consistently with value.
The 5 Real Estate Video Formats That Actually Generate Business
You don’t need a video studio or a big budget — you just need the right kinds of videos. These are the formats I use most consistently in my real estate business, because they actually get engagement and results.
Here’s a quick guide:
Video Format | Purpose | What to Include | Best Platforms |
Listing Videos | Promote properties & win sellers | Walk-through + voiceover, highlight key features, CTA to book a tour | YouTube, MLS, Instagram, Facebook, website |
Neighborhood Tours | Establish local expertise | Street footage, local amenities, schools, commentary on lifestyle | YouTube, blog, relocation pages, newsletters |
Market Update Videos | Build authority with current real estate market trends | Home prices, DOM, trends — talk like you’re explaining to a client | Instagram, Facebook, email, YouTube Shorts |
Client Testimonial Videos | Use real estate testimonials to build trust | Real clients, their challenge, your solution — keep it natural | Website, social ads, listing presentations |
How-To / FAQ Videos | Stay top-of-mind and educate | Prep tips, seller/buyer Q&A, seasonal advice | Social media, email campaigns, blog |
Quick Tip: Don’t Overthink the Production
I shoot most of these on my phone with a $30 tripod and decent lighting. The goal is real, not perfect. If you can talk to a client, you can talk to a camera.
Where to Post: The Best Channels for Real Estate Video (and Who You’ll Reach)
Creating a great video is only half the job — the other half is knowing where to put it so the right people actually see it. Not every video belongs on every platform. Each channel has its strengths, audience type, and ideal content style.
Here’s a breakdown to help you match your content with the right distribution channel:
Top Real Estate Video Channels (With Audience Breakdown)
Platform | Why It Works for Real Estate | Best For | Who You’re Reaching |
YouTube | Long shelf-life, searchable, high intent traffic | Neighborhood tours, listing videos, FAQs | Relocation buyers, luxury clients, DIY researchers |
Visual-first, short-form friendly, strong local engagement | Quick home tours, tips, reels, behind-the-scenes content | Local homeowners, younger buyers, sphere of influence | |
Local community visibility, shareable, easy targeting with ads | Market updates, live Q&A, testimonials, event invites | Older homeowners, past clients, neighborhood groups | |
Direct access to warm contacts, repeat visibility | Market updates, educational content, video CMAs | Your database — sellers, sphere, former clients | |
Google Business Profile | Trusted local visibility, SEO-friendly | Listing videos, testimonial clips, service area content | Local sellers researching who to hire |
TikTok | Viral potential, trend-driven, attention-grabbing | Fun home tours, myths vs. facts, short tips | First-time buyers, younger homeowners, renters |
My Channel Strategy in Real Life
Here’s how I typically spread one video across platforms:
- A 3-minute market update goes on YouTube and email.
- A 60-second version becomes an Instagram Reel and Facebook post.
- A quote or takeaway clip goes into a story with a poll or link.
- The video gets uploaded to my Google Business Profile for SEO and credibility.
- I might create a TikTok version if the content has a fun hook (like “3 reasons this home got 8 offers in 4 days”).
This layered approach means I’m not just making content — I’m getting maximum reach from it.
How to Start Real Estate Video Marketing with Confidence (Even If You Hate Being on Camera)
Let me be blunt: I didn’t feel natural on camera at first. My voice sounded weird, I didn’t know where to look, and I’d forget what I was trying to say halfway through a sentence.
But I didn’t need to be perfect. I just needed to be clear, consistent, and real.
The goal isn’t to go viral — it’s to show up in front of your audience like you would at a listing appointment: confident, knowledgeable, and human.
1. Start with the Right (Simple) Gear
You don’t need a $1,500 setup to shoot solid videos. Here’s what I use — or recommend for any agent getting started:
Gear | Why You Need It | Affordable Option |
Smartphone | Great camera already built-in | Any recent iPhone or Android |
Tripod or Stand | Keeps your shot steady and your hands free | UBeesize or Joby tripod ($20–$40) |
Lavalier Mic | Clear audio builds trust — don’t skip this | Rode SmartLav+ or Movo LV1 ($25–$70) |
Lighting | Good lighting = professional feel | Neewer ring light or window light (free) |
2. Use a Simple Script Framework (Don’t Wing It)
You don’t need a teleprompter. You just need a plan.
Here’s my go-to script outline for most of my videos:
- [HOOK] – “Are homes still selling in [Your Area] this fall?”
- [VALUE] – “Here’s what I’m seeing this week — average prices are up 4%, and buyers are still moving fast on well-staged homes.”
- [CTA] – “If you’re curious what your home could sell for, DM me or reply to this email — I’ll run the numbers for you.”
I keep bullet points on a sticky note near the camera. No memorizing, no robotic reading — just natural conversation.
3. Get Comfortable on Camera (Yes, You Will)
Confidence doesn’t come first. It comes after a few awkward takes.
Here’s how I built mine:
- I recorded practice videos I never posted — just to get used to hearing myself.
- I smiled — even when I felt awkward. It instantly makes you look more relaxed and approachable.
- I reminded myself: This isn’t for the internet. It’s for one person I can help.
That change in perspective helped me stop judging myself and start focusing on delivering value.
How AI Can Help You Create Better Real Estate Videos — Faster
Let’s be honest: one of the biggest challenges in video marketing isn’t just filming — it’s everything that happens before and after. Planning, scripting, editing, repurposing… it adds up fast.
That’s where AI tools are becoming game-changers for real estate agents. You don’t need to be tech-savvy or use complicated software. You just need the right tools to cut down the time it takes to go from idea to finished video.
Here’s how I (and agents I coach) are using AI right now in video marketing:
1. AI for Scripting and Content Ideas
Staring at a blank screen? Tools like ChatGPT can help you:
- Brainstorm video ideas based on your market and listings
- Write hooks, talking points, or full scripts for buyer/seller tips
- Adapt your content for different platforms (e.g. YouTube vs. Instagram Reels)
Example: I once asked ChatGPT to help me write a script for a “3 Mistakes Sellers Make” video — it gave me a clean, punchy outline I filmed the same day.
2. AI Video Editing Tools
If editing is your bottleneck, AI-powered editors can do the heavy lifting:
- Descript: Automatically transcribes your video and lets you edit it like a Word doc — cut out “ums” with one click
- Opus Clip: Takes long-form videos and turns them into short, shareable clips
- Runway ML: AI video editor that can clean up lighting, remove backgrounds, and add smooth transitions
These tools save hours — and help your videos look polished without hiring a pro.
3. Voiceovers and Captions
Even if you hate recording your voice, AI can help:
- Generate professional-sounding voiceovers from your script using tools like WellSaid Labs or ElevenLabs
- Auto-generate accurate captions (which boost engagement and accessibility) with tools like CapCut or VEED
4. Repurposing and SEO Optimization
AI can also take your video and:
- Turn it into a blog post or email newsletter
- Write your video title, description, and tags for SEO
- Suggest hashtags or post times based on your audience
It’s like having a virtual assistant who never sleeps.
Bottom line: AI won’t replace your voice or your personality — but it will help you show up more consistently, more professionally, and with less stress.
If you’ve been holding back on video because it feels like too much work, now’s the time to let AI do the heavy lifting — so you can focus on being the face of your brand.
How to Build a Real Estate Video Marketing Machine (and Repurpose Like a Pro)
If there’s one thing I’ve learned about content, it’s this: consistency beats creativity. You don’t need to reinvent the wheel every week — you just need a system that turns one good idea into multiple touchpoints across platforms.
That’s where repurposing comes in — and it’s how I turned a handful of videos into emails, social posts, blog content, and even listing appointment assets. Let me show you how to do the same.
Step 1: Start with One Core Video Each Week (or Month)
You don’t need to film every day. Pick a consistent cadence — even one good video a month can drive results if you repurpose it smartly.
Your video might be:
- A 2-minute local market update
- A “how-to” for sellers (“How to Price Your Home in a Shifting Market”)
- A quick tour of a new listing or neighborhood feature
Step 2: Break It Down into Multiple Content Pieces
Here’s how I repurpose one 2-minute video into a week’s worth of content:
Format | Content Type | Where to Post |
Full-length video | The original post | YouTube, website, email, Facebook |
Short video clips | 15–60 sec clips with subtitles | Instagram Reels, TikTok, YouTube Shorts |
Caption or quote | A takeaway line from the video | Instagram, Facebook, LinkedIn |
Blog post | Video script turned into article | Website, Google Business Profile |
Email snippet | Key point with a link to watch full video | Weekly or monthly newsletter |
Carousel post | Visual breakdown of main points | Instagram, Facebook |
Step 3: Build a Content Bank (So You’re Never Staring at a Blank Calendar)
Once you’ve created a few videos and repurposed them, you’ll start to build a content library. Over time, this becomes your evergreen content bank — things you can reuse, update, or schedule again in future months.
I keep mine organized by:
- Topic (buyers, sellers, market updates, community, tips)
- Format (video, caption, email, post)
- Platform (so I know what’s gone where)
This saves me hours every month — and ensures my content stays fresh without starting from scratch.
