The 6-Step Process

Step 1: Narration

3 Approaches to Creating a Business Video:

  1. Create It Yourself: To begin creating it yourself, visit Before You Begin to see what you'll need, then follow the 6 steps from there.
  2. Shoot Your Own Footage, Hire an Editor: To begin shooting it yourself, and hiring an editor, visit Before You Begin, follow steps 1 to 4, then before starting step 5, visit Find a Business Video Editor.
  3. Hire a Pro to Do It All: To begin comparing pros, visit Find a Business Video Producer.

Even if you are creating it yourself, also take a look at these: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.


Welcome to Step 1. Planning your narrative can take as little as 5 minutes if you simply copy the list of interview questions below. Or if you prefer the certainty of a script (which we do), modify the script template below which might take from 30 minutes to 2 hours. So First: Choose between the interview approach, and modified script approach described below. The interview approach is fast, requires no-preparation and delivers compelling natural footage. The scripted approach enables more control over the content, but requires more preparation including learning to recite each sentence naturally.

Interview Approach

What to Do: Choose about 10 questions that best suit your business.

How it Works: The videographer asks the narrator the questions as if in an interview. The spoken questions, as well as "um"s and pauses are edited out later.


Real Estate Agents & Listings

Agents, Rental Services, Appraisers, Property Managers

Below are's best suggested interview questions.

Interview Questions

  • What is your name, occupation and what are you specializing in or developing right now if anything?
  • My name is Jane Doe and I am a real estate agent specializing in residential home sales in Eastern Tennessee.
  • How long have you been in real estate, and is it your full time job?
  • I’ve been selling homes for 8 years now. I currently work part time, and I have the availability to work full time as demand in the housing market increases.
  • What designations, certifications or education do you hold?
  • I am certified as a CRS, ABR and SRES, and am a member of the NAR.
  • What services do you provide your clients?
  • Aside from selling your home, we provide our clients negotiations escrow, paperwork and contingencies services for an easy, seamless process.
  • What type of marketing approaches do you use to sell a home?
  • We market with thorough internet and printed marketing saturation, as well as being very available to clients. We promote of open-houses where appropriate.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • The key to success is understanding what your buyer wants, and I do that by taking great care in photos used, making sure they are shot from the right angle, the right distance to show your house in the best light, and include the most concise text to go with them.
  • What sets you apart from other agents?
  • I offer a lot of flexibility and won’t invest as much time in open houses and other low return-events if you prefer paying a lower commission. This is especially appealing if housing demand is strong.
  • How many homes do you typically have listed, and many homes did you and your brokerage sell last year?
  • The average homes sold per broker in the US is about 5 per year. I sold 3 working part time in 2015 due to demand, and my firm of 6 realtors sold 42.
  • How many days does it take you to sell a home, and how does that compare to others?
  • The average time a home is listed before it is sold is 50 days in the US. Our firm averaged 55, though that average may have been thrown off by the sale of a few low demand land plots.
  • What are some of the most interesting things you’ve learned while providing your service that helps you better assist your customers?
  • One of the most important things we do to help move a home more quickly is provide exterior photos from a distance and video tour online, as well as staging and cleanliness.
  • How does the service process work for new customers?
  • Contact us for an appointment. We’ll come out, photograph your home, perform an assessment, and provide you with an agent agreement to review. We’ll take care of everything from there.
  • Share some expert advice.
  • You wouldn’t believe it, but homes actually spend l0 days less being listed in the winter, so you don’t necessarily have to wait for summer if you plan to move.
  • Give customers your name and invite customers to do business with you.
  • My name is Jane Doe, and I look forward to working with you!

Optional Questions

  • How do you receive most of your customers?
  • What is one of your proudest achievements of your business?
  • How did the business find its beginnings?
  • What do you love about your job?
  • Do you have any special software or tech that is not commonly used?
  • What do people seem most impressed by about you?
Things the Videographer Says to the Narrator Before the Shoot

Getting your business owner comfortable in front of the camera is one of the most important aspects of your video. Studies show that how you say it is more important than what you say. You want your subject to come across as relaxed, happy, confident, approachable, enthusiastic and eloquent. Move the camera back. Try to make the process fun for them. Shots of the subject smiling and laughing will be among your best shots. Show interest in what they are doing. Stay positive with yout feedback. Have them do an over the top take to help boost their enthusiasm if needed. Reference 10 Techniques for Getting Your Subject Comfortable in Front of the Camera.

  1. Speaking on camera is easy. If you have experience speaking face to face at work, it will a breeze to look good on camera. And for any reason you don’t like the way you look, we can just use the audio.
  2. There is no reason to be nervous. Most of what we are shooting will only be used for the audio as shots of your business will be shown while you speak in the background.
  3. This should only take about 20 minutes, but there's no hurry. We can redo it until we get you looking your best.
  4. Look at the camera person, not the camera lens. Imagine you’re having a conversation. Or if your marketing calls for a script that is geared toward speaking directly to your customer, and warrants looking directly into the camera, look past the lens. Visualize your audience.
  5. Answer interview questions off the top of your head. (If you are reciting a prewritten answer, or using the modified script approach, try to recite the lines to sound as if you are answering the questions off the top of your head.)
  6. Your first take is often your best take because it is the most natural. So if you make a mistake, or "um" or pause, just keep going as these can be edited out.
  7. While answering, if you think of a side point, talk about it even though it wasn't asked. It is good to go off on a tangent.
  8. Include the question in the answer. For example, if asked, "How long have you been in business?", instead of answering "6 years”, answer "Smith Roofing has been in business for 6 years."

After the interview is complete, watch parts of it back, and show the client how they are coming across. This will help them do it again with more confidence and enthusiasm.

Modified Script Approach

For tighter control, and more thorough analysis of your business's strengths while still sounding conversational, use this modified script approach.

What to do: Use the following script as a starting point to develop a custom Insert your company's information and philosophy into the following script template. Keep what works, remove what doesn't. There is about 2 minutes of script below, most videos only need to be about 1:15.

How it works: The narrator recites the script one sentence at a time as if speaking to an interviewer, repeating each sentence until it sounds natural.

Script Template

Script by

[Who You Are/Your Expertise]
My name is [First Lastname] and I am a [real estate agent] that has been specializing in residential home sales in the Springfield area for 8 years now. I chose to represent the HomeStreet agency because of their flexibility and accommodative approach to assisting sellers. I spent [X] years working for an [interior designer] before that and have about [4 years] of experience in [home staging]. [a key philosophy you live by:] The key to selling a home is to help customers visualize themselves living in the new home. For the past [x] years I have been learning:

  • What are the best of presenting a home that is for sale
  • What are the best channels to market your home through
  • What are the best ways to stay current on the market to advise clients

[Talk About Your Numbers:]
I usually have about 5 to 10 listings on the market at any given time, and HomeStreet lists between 50 and 100. We average 52 days to sell a home which is inline with the industry average 46 to 55 days.

[Your Technique]
HomeStreet is a more accommodative to modestly priced residential homes than most larger firms. We dedicate more hours marketing than homes under 200k than any other firm.

[Talk About the Service Process] After you contact me, I will come visit your home with all of the past sales data, current market estimates and forward process we would take for your review. I will make several marketing and home staging recommendations, and if you’re ready, we can begin listing your home right away.

[Share Some Expert Advice] One of the best things you can do before selling your home is to revamp your exterior and re-paint, re-stain, and re-carpet your interior.

May name is [First Lastname] and I look forward to working with you on your next project!

Top 6 Script Content Tips

  1. Focus on the honest facts. Instead of saying "We are the best", try to give specifics such as, "We were recognized for providing great customer service by...", or "We performed serviced over 400 customers in 2015", or "Our staff is trained and certified by...".
  2. Good customer service is the most important thing to most customers. Demonstrate your level of customer service in your video. (Responsive, Accommodating, Knowledgeable, Flexible)
  3. Focus on the facts that show how you are different from other services. What is your niche?
  4. Demonstrate Candor. Do not try to portray your company any differently than how it truly is, and don't hide what your company truly offers. Use negatives to your advantage. For example, older equipment has the advantage of showing lower overhead and lower cost to the customer. What you think may be a negative can actually be a positive. Just be honest.
  5. Understand your niche and target your market accordingly. A portion of customers shop for the lowest price, a portion shop for the highest quality service. Charge fairly for the level of service you offer. Do not try to charge large corporation rates if you are a small local business. Do not drop your price to bargain hunters. Accept that you cannot win every customer that contacts you.
  6. If you are set on presenting your business by telling a story, be careful not to be self-congratulatory. Instead, focus on how your story benefits the customer.
Step 1: Narration