Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Real Estate Agent Video Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces you to clients, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 142 seconds (2:22)

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 86% 10% 4%
Animated Logo Intro No 14% 45% 41%
Background Music No 23% 45% 32%
Types of Houses Sold Yes 86% 12% 2%
Interacting with Clients Yes 66% 21% 13%
Agent's Office Yes 53% 33% 14%
Agent's Vehicle No 15% 44% 41%
A Funny Skit No 6% 31% 63%
Commissions & Costs Depends 87% 5% 9%

Industry Overview:

Consumers generally want a real estate agent that presents him or herself well and is a good communicator. So speaking on video is a must. 91% of the people we surveyed would use the internet to find and choose a real estate agent if moving to a new state and friends did not have any recommendations. (Note that 34% of people surveyed have never worked with a real estate agent to this point in their life, and 25% said they most likely never will.) 19% of all respondents said they would not watch a video before choosing a real estate agent. On the flip side, 81% of consumers say they would watch a video when choosing a real estate agent if they didn't already have one recommended to them.

Things that Improve Customer Interest:

  1. Sales statistics are provided and good/past success/gets results 18%
  2. Warm personality (friendly 3, personable 2, down to earth 2, connects with anyone 2, engaging 2, approachable 1, respectful 1, warm 1, caring 1, likable 1, family oriented 1) 17%
  3. Honest/Straight forward/total transparency/genuine/authentic/sincere 15%
  4. Qualifications fit needs/good experience/knowledgeable/good negotiator/has good approach 13%
  5. Houses sold/for sale fit interests/similar tastes 11%
  6. Attentive to client needs, listens/good client interaction/puts client’s interests first 9%
  7. Appearance (attire, grooming, attractive) 7%
  8. Costs are clearly provided/appealing 6%
  9. Good communication skills/well spoken/intelligent/articulate 5%
  10. Personalities are a fit 5%
  11. Doesn’t just sell or show expensive homes/sells variety 5%
  12. City specialized in fits need 4%
  13. Calm/casual/relaxed/laid-back demeanor 4%
  14. Complete information/what to expect 3%
  15. Concise/short and to the point/just the facts 3%
  16. Professional 3%
  17. Testimonials/reviews 3%
  18. Claims made are verifiable 2%
  19. Confidence/poise 2%
  20. Well-prepared content and video production quality 2%
  21. Good reputation/rating/BBB 2%
  22. Has availability 1%
  23. Trend information/good time to buy 1%
  24. Does not try to up sell 1%
  25. Office is organized, well-kept 1%
  26. Positive attitude 1%
  27. Simplicity 1%

Things that Scare Customers Away:

  1. Exaggeration, dishonesty, insincerity, fake, opportunistic, pushy, aggressive, overly enthusiastic, sounding like a used car salesman 19%
  2. Ego (boasting, know it all, shows off car, arrogant) 16%
  3. Specialize in houses not like my own/what I want 11%
  4. Unappealing appearance, (attire too perfect or too messy, flashy, glossy, shifty, slicked back hair) 11%
  5. Failure to keep it professional (comedy, overly friendly, offensive, intolerant, racist, political) 9%
  6. Personality not relatable 8%
  7. Limited transparency, leaving out important information (such as past success) 6%
  8. High costs 6%
  9. Lack of experience/qualifications (No past sales) 5%
  10. Negative attitude or demeanor 5%
  11. Poor communication skills or poor client interactions 5%
  12. Unappealing tone of voice (annoying, accent) 4%
  13. Unfriendly 3%
  14. Signs of poor grammar 3%
  15. Not listening to the client 3%
  16. Failing to be concise 2%
  17. Off-putting body language or mannerisms 2%
  18. Too much about them, not enough about what we want 1%
  19. Agent has limited availability 1%
  20. Disorganized or run-down office 1%
  21. Unsympathetic to low budget 1%
  22. Not seeing an eclectic mix of clients 1%
  23. Poor video production quality 1%
  24. Little effort in making a good presentation 1%
  25. Impersonal 1%
  26. No promises 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 130 real estate marketing video and listing video examples here: Real Estate Video Examples.


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Real Estate Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

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