As real estate agents, I am certain you already know the value of digital marketing and content creation. There are literally agents working right now who are selling homes – site unseen – via TikToks! But just because everyone is doing it, doesn't mean everyone is doing it well. Digital marketing is tough. Time and again, we see agents who are amazing at selling homes and providing exceptional client care struggle to articulate their brand into video and content marketing.
The following tips will help you avoid these mistakes and use your marketing budget and time most effectively to create videos that elevate your brand and get your clients’ properties bought or sold.
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Grab a mic, shoot with intention and show people what makes you different. Because great real estate videos don't just show spaces; they make people feel something.
Stephen Tadgh
Creative Director at REW
1. Focusing on trends rather than substance.
We have all seen it: agents lip-syncing to trending sounds, jumping on the latest challenge or recycling the same audio that's been used a million times. Trends can be fun, but they shouldn't define your brand. When every agent is doing the same thing, your content becomes invisible.
You become just another video to scroll past. Instead, lean into what you actually represent: your community, your tone, your expertise. Authenticity outlasts trends every single time.
And whatever you do, do not do what I call the “hook-and-stare” approach. This is where you spend loads of time thinking about a great, funny, captivating two- to three-second hook to get a Homeseeker engaged as they scroll past, only to offer no real follow-up value. By doing this, you’re leaving a very unsatisfied, and oftentimes bewildered, Homeseeker staring at your content wondering if you really are the right fit for them.
2. Failing to invest in the proper tools and people.
You don't need Hollywood budgets to make great real estate content, but you do need to invest. Hire a solid videographer, use proper audio and get lighting that flatters both the home and you.
When you cut corners, it shows. You wouldn't show a house with bad staging. So, don't showcase your brand that way either. If you hire someone for $100, it might work for you, but more often than not, it can actually end up costing you much more in terms of your time and energy than the person who's available for $500 or $700.
Either way, be specific in who you are choosing and how you want them to capture your vision. For example, if you are a big talker on camera, but hate learning scripts, find someone who can supply a teleprompter as part of their package or offer multiple camera angles. That way, you can reduce how much time you need to go back to the top of your script and re-deliver a single take to camera.
And if money is a concern, try to approach people with retainers in mind. Most freelance videographers and creators would be willing to do a bulk price or monthly retainer at a lower cost than their day rate for some security and structure. So, if you know you have some content you want to film each month, this can be a great way to build a relationship with someone you trust and lock in a lower rate.
3. Neglecting to tell a story.
Every home has a heartbeat. Show it. Who is the home for? What's the lifestyle? What's the neighbourhood vibe? A walkthrough of home is fine and does have its time and place, but a story, a story sticks. If you can make someone feel something – curiosity, excitement, nostalgia – they'll remember you and your listing.
That was the whole unique selling point of RealTours. We set out to show the reality of living in a neighbourhood. We started by calling it a blend of “travel show meets living show.”
There are literally tens of thousands of home walkthroughs done every day. Don't be afraid to stand out and do something different when selling a home. Just remember tip number one: be authentic. If you're interested in exploring content opportunities like RealTours with us here at REW, speak to an account rep today.
4. Inconsistency and lack of attention to detail.
Consistency builds recognition. From the font choice to the music style to how you appear on camera, your shirt, hair and more – you should be thinking about it all. Think about some iconic brands in the world today. They all have built in points of recognition that define them: the Nike “tick,” the Netflix “da-dum” sound effect. They are no accident. People need repetition to become familiar with and trust companies and brands, so you’ve got to put the work in every single day.
What's more, it's said that people need seven touch points before they are converted into a sale. So, if you’ve got the billboard, the bus bench, the posted flyers, REW Apex and REW Marquee listings, don't let your Instagram video be the one that lets you down.
These are just four super short video marketing tips for agents who want to win in the upcoming year. So, grab a mic, shoot with intention and show people what makes you different. Because great real estate videos don't just show spaces; they make people feel something.
And please, don't use ChatGPT to make your video. You're better than that.
