Essential Marketing Videos Every Real Estate Website Needs

Real estate websites need more than just listing videos to stay competitive. From landing page videos and customer testimonials to neighborhood highlights and live streams, a diverse video content strategy drives SEO, builds trust, and converts more leads.

Why Video Matters in Real Estate Marketing

In the world of marketing and SEO, especially in the highly competitive real estate industry, it's important to stay abreast of the latest developments. Smart, proactive real estate agents are always looking to pursue the most recent trends, seeking any advantage that gives them an edge. That's why so many successful companies are now turning to video content marketing.

Online video has grown into an indispensable marketing tool for real estate insiders. We're not just talking about listing videos, but all kinds of video content that helps your website rank more highly in Google search results and creates greater engagement with your potential customers. According to Wyzowl's State of Video Marketing report, over 91% of businesses now use video as a marketing tool. While video does have an initial investment, it more than pays back that investment with increased SEO, site traffic, and conversions.

So what kind of video does your real estate website need? Let's take a look.

1. Landing Page Video

Also known as an About Us video, this video is intended to be the first thing your visitors see when they click on your website. It needs to be a professional, well-produced video that shows off your company in the best possible light. It's a great way for your home buyers and sellers to get to know you and build a connection before they even meet you in person. It also alerts Google to your website's presence and helps you gain more organic traffic.

Consider pairing your landing page video with your broader marketing videos strategy to ensure every touchpoint reinforces the same brand message.

2. Customer Testimonials

Research shows that one of the best ways to showcase your brand and earn the trust of potential customers is with positive testimonials from satisfied clients. Rather than tooting your own horn, you want your previous success stories to do the talking for you. Especially when they seem uncoached and genuine, they are likely to connect more than any self-promotion you could ever do. When you have made your client's dream come true by helping them buy or sell a home, ask if they will be willing to do a testimonial on your behalf.

3. Informational Videos

One of the best ways to use video content to build up a relationship with your potential customers is with informative videos. When people are looking to buy or sell a home, they have a lot of questions, and they are more likely than ever to turn to search engines to get those questions answered. By creating a suite of Q&A videos on the most common questions, you'll be more likely to rank well in those searches and will have a head start when it comes to building a relationship.

Remember that real estate marketing should be centered around creating value for both buyers and sellers. The National Association of Realtors publishes helpful data on what buyers and sellers most frequently search for online, which can guide your informational video topics.

4. How-To Videos

Looking for more ideas of how to create value for your clients while promoting your real estate business? Try making some How-To Videos that help demystify the home buying process. Look for common question searches on YouTube, such as how to list your home or how to hire a real estate agent. Having videos that answer those questions will really boost your SEO. That's why the title of the video should match the questions found on Google.

Google's Think With Google research confirms that how-to videos are among the highest-intent content categories on YouTube, making them a smart investment for agents building organic reach.

5. Neighborhood Highlight Videos

Location is one of the most important elements of the real estate industry, and that same principle applies to SEO as well. You can combine the two by creating neighborhood highlight videos that showcase the best of what a neighborhood has to offer. This is especially effective because many of your clients will be looking for homes in particular neighborhoods, so this content will be relevant both to Google and potential customers. Things to mention in such videos include neighborhood schools, traffic patterns, parks, public transportation, and more.

6. Business and Restaurant Review Videos

Along those same lines, by creating local business and restaurant review videos, you'll be providing a service to your clients while also improving your search ranking on Google and Bing. People want to know that the place they are moving to has great restaurants and coffee shops, as well as convenient local businesses. You might even be able to partner with local businesses to defray the cost of producing the videos by having them sponsor them.

7. Social Media Videos

Not all your videos need to be on your website. You will want to diversify where your content lives so you can reach the broadest possible audience. Agents who fully utilize a social media strategy understand how effective video is on these platforms. Tailor at least some of your content for Facebook, Instagram, LinkedIn, YouTube, and TikTok. Go where your customers are.

8. Live Stream Videos

Speaking of trends, live streaming is fast growing as one of the best sources of traffic and audience on social media platforms. That's why a lot of real estate agents are incorporating live streams into their marketing routines. Live streaming allows you to speak directly to your potential customers and get real-time feedback. You can conduct Q&As, give home tours, connect with out-of-town buyers, and more, all with your mobile phone and a social media account.

9. Market Update Videos

Another thing your potential clients want from a real estate agent is updates on how the housing market is performing and where it may be headed. This kind of content is very popular and will do wonders for your SEO. When you combine timely market updates with Q&A and How-To video types, you are creating even more ways for people to come into contact with your content.

10. Listing Videos

You may be surprised to see listing videos last on this list. The fact is that most real estate companies are already producing listing videos, and while the majority of these may be of poor quality, there are enough well-made listing videos to make this a very competitive space. While listing videos will always have a place, effective marketing strategies for today and beyond should focus on moving past listing videos and concentrating more on the other video categories listed above.

For more ideas, explore our collection of case studies to see how other businesses have used professional video to drive measurable results. 

Ready to Elevate Your Real Estate Brand With Video?

Real estate is a relationship business, and video is one of the most powerful relationship-building tools available to agents today. From landing page videos that make a first impression to live streams that keep buyers engaged in real time, each of the video formats covered above serves a specific and valuable role in your overall marketing mix.

The agents who commit to a diverse, consistent video content strategy are the ones who will stand out in local search results, earn more referrals, and close more deals. The good news is that you don't have to figure it all out on your own. Working with an experienced production partner means your videos will be planned, produced, and delivered at a quality level that genuinely reflects your brand.

Portland Production Services has worked with real estate professionals across the Pacific Northwest to create video content that converts. Whether you need a polished landing page video or a full neighborhood highlight series, we'll help you get it done right. Reach out today to start building a video strategy that works for your market.

Ready to elevate your real estate marketing with professional video? Schedule your free consultation

‍