Video is no longer optional in property marketing. But simply producing video isn’t enough—understanding what works, where to deploy it, and how to measure results separates effective video strategy from wasted investment.

Here’s what’s actually working in 2025.

Format Evolution

The dominant video formats have shifted from just a few years ago.

Short-form vertical video: Platforms like Instagram Reels and TikTok have trained audiences to expect short, vertical, engaging content. Property videos under 60 seconds, filmed vertically, consistently outperform traditional horizontal formats on social media.

Authentic over polished: The highly produced cinematic property video still has its place, but authentic, personality-driven content often outperforms it for agent brand building. Buyers respond to real people, not just production value.

Walkthrough with commentary: Simple property tours with agent commentary work surprisingly well. They provide information efficiently while building agent familiarity. No expensive production required.

Neighbourhood content: Videos showcasing area amenities, local businesses, and community character perform strongly. They attract buyers to locations, not just individual properties.

Platform Strategy

Different platforms require different approaches.

Instagram: Reels for reach, Stories for engagement, Posts for portfolio. Short-form, visually compelling content wins. Hashtags matter less than they did; quality and engagement matter more.

Facebook: Still relevant for certain demographics. Longer videos acceptable here. Group participation can drive significant reach.

YouTube: The search engine for video. Property tours here serve long-term discovery. Optimise titles and descriptions for search visibility.

TikTok: Younger audiences, but increasingly relevant as millennials become primary home buyers. Authentic, trend-aware content required. The algorithm rewards engagement.

LinkedIn: For B2B positioning and industry credibility. Market commentary and professional insights perform better than property promotions.

Production Approaches

Different budgets and objectives call for different production methods.

Professional production: Reserve for premium properties and brand campaigns. High production value signals property quality and agency positioning.

Semi-professional: Competent videography with basic editing suits most mid-range listings. Good enough quality without excessive cost.

Smartphone: Perfectly adequate for social content, market updates, and authentic agent content. Modern phones produce excellent quality when used well.

AI-enhanced: Tools that automatically edit, add music, and create variations are maturing. They reduce production time significantly for routine content.

Measurement That Matters

View counts are vanity metrics. Focus on meaningful measures.

Engagement rate: Likes, comments, shares, and saves relative to reach. High engagement indicates content resonance.

Watch time: How much of your video do viewers actually watch? Short videos should be watched completely; longer videos should retain attention past the first 30 seconds.

Click-through: Does video content drive traffic to listings or enquiry forms? Attribution is imperfect but trackable.

Enquiry correlation: Do listings with video generate more enquiries? Compare performance with and without video to understand actual impact.

Common Mistakes

Agencies often undermine their video efforts through avoidable errors.

Inconsistency: Sporadic posting destroys algorithm favour. Regular content, even if simpler, beats occasional elaborate productions.

Over-promotion: Constant sales messaging exhausts audiences. Balance promotional content with value-add content that builds trust.

Ignoring analytics: Producing content without reviewing performance wastes resources. Let data guide content decisions.

Platform mismatch: Horizontal videos on vertical platforms, long videos where short works—format mismatches reduce impact.

The Agent Brand Opportunity

The biggest video opportunity isn’t property marketing—it’s agent brand building. Agents who consistently appear on video become familiar to potential clients before any listing conversation occurs.

This familiarity creates trust. When a vendor is choosing an agent, the one they’ve “seen around” has an advantage. Video builds this presence at scale.

Start with what you can sustain. Consistent smartphone videos beat sporadic professional productions. Build the habit, then refine the quality.

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Linda Powers advises agencies on digital marketing strategy, including video content that drives measurable business results.