You shoot one listing video, post it the week it goes live, and the listing then goes silent on your feed for six weeks. A videographer who works with agents says one property is enough material for eight, and that shooting them all is the same trip.
The interview is with a videographer in Orange County who films for agents. Asked what agents miss when they only make one or two videos per property, he says treating a listing as a single video is a huge missed opportunity: "I mean you can probably break it down to where you can create like eight different videos from one listing and just spread it out over the course of it being active on the market."
He shows what that looked like on one agent's property: a storytelling video with an older couple moving through the house over a poetic voiceover, a straight voiceover video, a few of the agent talking to camera in front of the house, an image carousel, and more. The point he emphasizes is testing different concepts on the same property rather than making the same video eight times.
One format he singles out as working right now: the listing appears only in the last quarter of the video, and the first three-quarters is about the community around it.
He also has an answer for the month you have no listing at all, which is most months for most agents. They shoot home tours using someone else's listing, or a new build — builders always want the promotion.
“I mean you can probably break it down to where you can create like eight different videos from one listing and just spread it out over the course of it being active on the market.”
The reason one listing produces one video is that you are filming to announce, and an announcement can only be made once. Filming to test produces eight, because each one is a different question: does the story angle beat the tour, does the neighborhood open beat the kitchen.
It also fixes the gap in your feed. A listing under contract in five weeks should give you five weeks of posts, which is the difference between marketing the house and marketing that you sell houses. Shoot everything in one visit; the second trip is the one that never happens.