If you want to see that "SOLD" sign out in front of your house, be prepared to compete in today's tough home-buying market. One way to stay ahead of your competition is to use videos.
Video marketing sounds complicated and expensive, but it doesn't have to be. Here's what I've learned about this powerful way to make your home sale go quickly and profitably.
Make a decision
Videos are persuasive marketing tools. As real estate agents and homestagers know, most purchase decisions are made subconsciously, when buyers are led by their emotions after the fact. Videos draw more attention, curiosity, and emotional connection than still images do.
Don't be frightened by the cost of a professionally shot video. The prices have come down from what they were even a few years ago. That means even modest homes -- and homes in your price range -- are using videos in their listings.
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| Videos that pan rooms show buyers more about the layout of a home than still photographs can. |
The decision you'll have to make is whether you want to create your own video or hire a professional. Base your decision on whether videos are common in your area, what your budget is, whether your listing agent would pay for a professional, how adept you are with the technology, and how motivated you are to do everything you can to sell your home.
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| Professional videographers know how to flatter your home and highlight unique features. |
Prioritize quality
If you want to make your own video, there are simple templates for creating one. I'm not talking about shaky smartphone clips or awkward walk-throughs with no narration. To really showcase your house, you'll need thoughtfully crafted, purpose-driven videos that actually help buyers fall in love with your home before they even step inside.
To do that, you want a crisp, clean, and stable recording. Here's the equipment you'll need: a DSLR or mirrorless camera or a high-quality smartphone, a zoom lens with a wide-angle, and a tripod with sliders that let you pan rooms and create walking tours.
There are times during the home-selling process when spending money for a professional has a good return on its investment. I've encouraged sellers to consider hiring services like a home inspection, a cleaning service, or a landscaper. Now, I am suggesting that the cost of a professional videographer is worth it -- a pro who can make your home get more attention with a beautiful " mini-movie" complete with soundtrack. Selling a home is similar to starting a business, because you have to spend money to make money.
But if you prefer to make your own video, here's help on how to do that.
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| Rates for professional videography typically start at $300 and can reach $2,500 for premium service. |
Know your market
Understanding your target audience will shape everything you do in the video—from the visuals to the script to the music. If you’re selling a cozy three-bedroom home with a big backyard, play up the outdoor space for families or pet owners. If it’s a sleek downtown condo, show off the modern finishes, walkability, and lifestyle perks.
If many of the homes around you are short-term rentals, investors might be your target market. If you are selling a home in a retirement area, seniors are your market. But if your neighborhood is known for its excellent public schools and parks, families could be your likely buyer.
Focus on what's special
Every home has a story. Your job is to tell it. Be sure to include the features you have loved most about your home. Maybe it’s the natural light pouring through the windows in the late afternoon. Or the way the open kitchen makes entertaining a dream. Or the ultra-quiet home office space that became a lifesaver during remote work.
Before the camera starts rolling, take a moment to make sure your staged home looks its absolute best on screen. Beds and pillows smoothed. Clutter and personal items out of sight. Indoor lighting evenly distributed.
Also, don’t forget those practical upgrades that buyers are actively looking for, like a tankless water heater, a whole-house generator, or a new central air-conditioning system (which typically lasts between 12 to 17 years under average demand). Mentioning or filming features like this in your video can show that your home isn’t just beautiful, but that it’s also been well-maintained and equipped.
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| Professional photographers can edit photos to include an attractive sky. Your listing agent should be able to recommend a good photographer. |
Consider drone photography
If there’s one thing that buyers consistently rank high on their wish lists, it’s outdoor space. Whether it’s a sprawling yard, a manicured garden, or even just a sweet little patio—show it off. Buyers will want to know more about the house exterior, the landscape surrounding it, and the neighborhood or town where you live.
If you are paying for video services, ask about the extra cost of drone photography. It can showcase those outdoor details that are "worth a thousand words." Experienced drone photographers know not to linger on any less appealing aspects of your property or neighborhood.
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| Location is everything in the real estate market. Drone shots inform buyers more about the area around your property. Photo: MotionPads |
Get the look, get the book
Real estate listings that include video attract an impressive 403% more inquiries than those without video! So, what are you waiting for? If your online listing shows just a few still photographs, you are missing an opportunity to attract interested buyers.
Get more tips on selling your home fast and profitably in my homestaging eBooks. Download now and start your "smart staging" for the results you want.
Top photo: beatcolor.com