Once a “nice to have,” property videos are a “must have” for savvy developers and commercial real estate agents bringing a property to market. That’s because they’re an incredibly effective tool for showcasing a property’s best features for an audience unbound by location. But in a media landscape flooded with content, sales teams can struggle with how to create content that stands out. If you’re planning your next video production project, the following tips can help you make the most of your media dollars.

Tips for Property Videos That Make an Impact

Our team has produced property videos for clients across asset classes and around the country. In that broad experience, we’ve noticed three key elements that make commercial real estate videos stand out. We always keep these front-of-mind when working with clients to plan their media projects because we believe they’re the most effective way to help sell a property.

1. Hook Your Viewer in the First 5 Seconds

Viewers decide in the first five seconds if they’re going to keep watching your video. Open strong or you risk losing your viewer before you’ve even had a chance to tell your story. So how do you hook your audience? Create an emotional connection right from the start. Address a pain point, hint at a story, introduce a character – and do it with captivating visuals – to create an opening that ensures a viewer will stay engaged with your content.

2. Concentrate on the Value You’re Providing for your Customers

At their most basic, property videos should help prospective tenants understand a property’s features. But simply listing the square footage or number of parking spots will only get you so far. While the details help a potential tenant understand if a property will meet their basic needs, shifting the narrative to highlight the value those features bring can help seal the deal. It takes a little more effort up front to make this shift, but the result will be content that makes a compelling case for why your property is the right property.

3. Wrap the Details in Story

Humans are hardwired to connect through storytelling. That’s why the best marketing campaigns focus on story. The creative use of visuals, text on screen, or voiceover can help you move beyond a simple presentation of the details to create a sense of place and bring your property to life. Focus on creating content that helps your prospects envision how it would feel to occupy your space, and you’re creating content that will move viewers to act.

A well-done commercial real estate video can capture the attention of your prospects, allowing them to experience a property without ever setting foot in the building. While producing video requires an investment, a sound strategy that aims to connect and engage with your audience can help ensure that investment pays dividends.

Like What You See?

Interested in learning more about how video content marketing can positively impact your marketing, communication, or presentation strategy? Give us a call or send us an email. We’d love to hear from you.

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.