Video Checklists for Real Estate Agents: Property Tours, Reels, Testimonials
These three checklists remove guesswork and ship results. Use them to film property tours, short-form Reels, and client testimonials that drive profile visits and conversations. For local discoverability, pair your videos with the tactics in The Ultimate Guide to Local SEO for Real Estate Agents.
Why This Builds Authority
Video lets buyers see scale, light, and flow. It puts your voice in the room and turns static listings into guided experiences. Short-form reaches new people. Tours build consideration. Testimonials convert.
Quality is achievable with a phone, a lav mic, and a simple plan. Consistency matters more than gear. Treat each video like a mini product page with one specific action at the end.
- Start with a hook that earns attention in three seconds.
- Film tight details, then wides that show context.
- End with a single, clear instruction the viewer can follow now.
What to Do First
Block ninety minutes on your next listing day. Print the checklists. Charge your phone. Clip on a twenty to fifty dollar lav mic. Walk the path a buyer will walk and capture the experience in short beats.
Decide the primary channel before you film. If your target is Reels or TikTok, shoot vertical 9:16 and cut quicker. If your target is a full property tour, shoot horizontal and host it with your IDX Real Estate Websites so the video sits next to photos, features, and a strong CTA.
The Short List
Follow these non negotiables. Script the opening line. Keep horizons level. Face windows to light the scene. Capture room details for one to two seconds each. Record captions. Close with a branded end card that states the action.
Distribute everywhere your buyers already look. Post to your social feeds. Embed the tour on your listing page using Listing Marketing best practices. Send a short announcement through Email Campaigns to drive qualified traffic back to your site.
Playbook Notes
Hooks win or lose the view. Lead with the most surprising angle or claim you can prove in ten seconds. Use text overlays for clarity since many viewers watch without sound. Keep the CTA unmissable and singular.
For reach, support your posting cadence with Retargeting, Contextual & Digital Advertising. Start with a small test and compare Cost Per View and profile visits to organic performance. The goal is a lower Cost Per Appointment, not vanity metrics.
Checklist 1: The Full Property Tour
Goal is context and emotion. Length is ninety seconds to three minutes. Host on YouTube and your site. Add captions. Use chapter labels in the description for kitchen, suite, yard, and location notes. The tour should feel like a steady walk with intentional pauses on decision makers like storage, light, and yard utility.
- Opening hook: One sentence that names the feeling of the home.
- Approach: Smooth walk up or drone establishing the street and curb appeal.
- Kitchen: Four to six tight shots of finishes and working surfaces.
- Primary suite: Wide to detail, ending on view or storage.
- Lifestyle beat: Patio, yard, or nearby path in motion.
- Closing CTA: Invite a private tour by text or call. Place your contact on screen.
Embed the video on your listing page using a clear button row. One button should book a showing. One should request the full media set. Keep it simple and above the fold.
Checklist 2: Short Form Reel or TikTok
Goal is discovery and profile visits. Length is seven to fifteen seconds. Use trending audio with one to fifty thousand uses to avoid saturation. Stack fast cuts and readable text overlays. Save the strongest visual for the first second. End with a one second title card that states what to do next.
- Pick audio: Research a track that fits the property or tip.
- Define hook: Lead with the boldest clip or claim that you can back up.
- Answer fast: Show eight to ten clips at one second each.
- Text overlays: Keep lines under six words and on contrast.
- Soft CTA: Ask for a follow or a DM keyword like TOUR.
Post, then pin a comment that repeats the action, for example, DM TOUR for the showing link. Move interested viewers into your site, not a marketplace, so you can control the follow up using Social Media Management for Real Estate Agents workflows.
Checklist 3: Client Testimonial
Goal is trust and proof. Length is forty five to ninety seconds. Film in the client’s new space with soft natural light. Ask emotion first, solution second, outcome third. Secure written consent. Close with a simple line that invites a conversation.
- Pre interview: Send three to five open ended prompts for prep.
- Problem: Client names the initial worry or barrier.
- Solution: Client describes your actions in plain language.
- Outcome: Client shares the result and a clear recommendation.
- Optional cutaway: Short agent thank you clip for smoother edits.
Three Ready-to-Use Script Frameworks
The “This House Sells Itself” Quick Tour (≤ 15s)
Dialogue (agent)
- Hook (0–2s): “Stop here. The kitchen and the yard are the win.”
- CTA (last 2s): “DM TOUR for the private link.”
On-screen text
- “Quartz. Gas. Storage.”
- “Light all day.”
- “Private yard.”
Shot list / B-roll
- One second exterior then push in on the entry.
- Fast cuts of island, range, pendant lights, pantry pullout.
- Wide living, primary, closet glide.
- Deck reveal then overlay CTA card.
Beat mapping
Cut on music beats and keep every clip under one point two seconds. Open with the sharpest move. Place the widest shot at second six. Save the dream shot for second thirteen.
The “Problem / Solution” Reel
Dialogue (agent)
- Hook: “Hate tiny kitchens that kill dinner plans”
- Build: “This layout fixes it with work zones and storage.”
- CTA: “Comment KITCHEN for the floor plan.”
On-screen text
- “Zoned layout”
- “Hidden pantry”
- “Six seat island”
Shot list / B-roll
- Quick pain clip showing a cramped counter.
- Wide reveal of full prep and island space.
- Walk through with slow pan then a human scale hand pull on storage.
Tie this to a value piece buyers want. Offer your neighborhood guide and route to a valuation funnel. Keep next steps obvious.
The “Hidden Feature / Local Gem” Reel
Dialogue (agent)
- Hook: “The secret in this hall saves you storage money.”
- Build: “Pull this door and you get full height shelving.”
- Reveal: “It runs the length of the wall.”
- CTA: “Follow for more local tips.”
On-screen text
- “Hidden storage”
- “Clean install”
- “Owner upgrade”
Shot list / B-roll
- POV walk to the panel then slide open.
- Close ups of brackets, anchors, and shelf edges.
- Walk toward a nearby café sign for a local cap shot.
Production Plans You Can Repeat
Shoot one framework per listing. Film vertical, cut on phone, add two text overlays and one CTA slide. Post to Reels, Shorts, and TikTok. Save the best into a Story highlight labeled Tours.
Shoot two frameworks per listing. Quick Tour plus Problem or Solution. Record one clean line per room for captions. Pin the CTA in your first comment. Cross post and test a small retargeting budget for one week.
Why This Pays Off
Short video creates more qualified touches per minute than most channels. A single Reel can introduce you to thousands of local viewers who already care about homes. A tight testimonial gives high intent buyers the nudge they need to speak with you. Tours answer questions photos cannot, like room scale and flow. Each format earns trust at a different point in the path to a showing.
Think in systems. One listing produces a Reel for reach, a tour for depth, and a testimonial that converts fence sitters. You are not chasing viral hits. You are stacking consistent proofs that you are the right guide for a move.
- Reels earn the first click and the first follow.
- Tours keep viewers on your site longer which helps lead capture.
- Testimonials close the loop by showing real outcomes and clear next steps.
Distribution and Repurposing System
Distribution is where many agents leave money on the table. Treat every finished cut like inventory. Publish once, then route it across channels you control so the asset keeps working.
- Primary post: Reels or Shorts within twenty four hours of filming. Pin one action in the comments. Reply to the first ten comments within one hour.
- Website embed: Add the full tour to your listing page with a clear Booking button and a Media Request button above the fold.
- Email boost: Send a short announcement through Email Campaigns with a single link back to your page. Use a subject that states the value in eight words.
- IDX placement: Place the tour on your property detail page through your IDX Real Estate Websites workflow. Keep the CTA visible below the player.
- Ad test: Run a small retargeting flight through Retargeting, Contextual & Digital Advertising to compare Cost Per View and profile visits against organic.
- Story recycle: Save the best clips as Story Highlights labeled Tours, Kitchens, and Client Wins.
Repurpose using simple cuts. Pull a seven second kitchen sequence out of the tour and post it as a Reel with a new hook. Extract a one line sound bite from a testimonial and lay it over B roll. The edit time is minutes, not hours.
Post Production Workflow That Scales
Speed wins. Use a light checklist that a VA can run every week. The goal is a consistent cadence with clean captions and clear CTAs.
- Rough cut: Trim dead air. Keep movement in every shot. Hold tight details for one second, wides for two.
- Captions: Burn in captions or add platform subtitles. Keep line length under thirty characters. Check spelling on names and streets.
- Sound: Normalize to a comfortable level. Duck music under voice by six to nine decibels.
- Graphics: Use a simple end card with name, phone, and one ask. Avoid clutter and multiple choices.
- Export: Reels at 1080x1920. Tours at 1920x1080. Keep bitrates reasonable so mobile loads fast.
- File names: yyyy-mm-dd_address_city_format.mp4 to speed search and keep your archive usable.
Hook Swipe File
Hooks are the difference between a view and a skip. Use one of these lines and show the proof in the next three seconds.
- Three things this house has that photos miss.
- The kitchen layout that fixes weeknight chaos.
- What buyers ask me first about this block.
- The hidden storage that saves real money.
- Why this yard works for real life and pets.
- The one feature that sold my last three buyers.
- What I would change if this were my place.
- The two minutes that decide most showings.
- This plan is smarter than it looks on paper.
- Watch the light hit this room at noon.
Caption and CTA Library
Write captions people can scan in five seconds. End with one action. Do not stack asks. Keep the path simple and direct.
- Reach caption: Stop scrolling. This plan solves storage, light, and weekend flow. Full details at the link. Soft CTA: Follow for local tips.
- Consideration caption: See the kitchen work zones, pantry hack, and yard path. Comment TOUR to get the private link. Mid CTA: DM TOUR.
- Conversion caption: Hear how we solved a lender curveball and closed on time. Message me to book your consult today. Hard CTA: Call or text now.
Keep a short tag set that stays relevant. City, neighborhood, property type, and one real estate tag. Example: #CityName #Neighborhood #3Bed #RealEstateAgent.
90 Day Content Calendar
Cadence drives outcomes. Use this weekly rhythm. Adjust the days to your schedule and market cycles.
- Week pattern: Monday Reel tip, Wednesday tour clip, Friday testimonial, Sunday Story recap.
- Month one: Focus on hooks and fast cuts. Track watch time and profile visits.
- Month two: Add voice lines and end cards. Start a small retargeting test to warm past viewers.
- Month three: Expand into neighborhood reels and buyer questions filmed on site.
Build a repeatable archive. At the end of each week, label your best three clips and place them in a Highlights reel. This becomes your living portfolio for new prospects.
Troubleshooting and Quality Control
Most performance problems come from the first three seconds, unreadable text, or muddy audio. Fix the source and results jump fast.
- Low watch time: Replace the opening with a stronger movement or claim. Start on the reveal, not the setup.
- Weak clicks: Your CTA is unclear. Say one thing. Make the button or comment easy to find.
- Dark rooms: Face windows, not lamps. Raise blinds. Shoot at late morning for even light.
- Echoey sound: Clip the mic higher on clothing. Add a foam windscreen. Move away from hard walls.
- Shaky footage: Slow your walk and bend your knees. Use a low cost gimbal for approach shots.
Vendor Brief Template
When you hire help, you are still the director. A one page brief prevents misses and keeps timelines tight.
- Objective: Three deliverables. One tour, one Reel, one testimonial.
- Shot list: Exterior, approach, kitchen details, primary suite, yard beat, closing agent line.
- Audio: Lav mic on all speaking segments. Room tone capture for clean edits.
- Graphics: End card with name, phone, and one CTA only.
- Specs: Reels at 1080x1920. Tours at 1920x1080. Captions in file.
- Deadlines: Rough cut in forty eight hours. Final in five days.
Accessibility and Compliance
Accessible video broadens reach and reduces risk. It also performs better because people can understand your point with sound off.
- Captions: Always include them. Accuracy matters for names, schools, and street references.
- Clarity: Describe features, not people. Follow Fair Housing rules in voice and text.
- Consent: Use written permission for every testimonial. Confirm they approve their name and image use.
- Accuracy: Do not stretch or distort. Show true scale and condition. Be precise with room names.
Measurement Blueprint
Pick a small set of numbers and track them weekly. Tie every clip to a next step you can count. The goal is booked conversations, not just views.
- Top of funnel: Average watch time and profile visits per video.
- Middle: Clicks to your tour page and time on page.
- Bottom: Form fills, calendar bookings, and direct calls.
- Instrumentation: UTM source, medium, and campaign on every link. Example: utm_source=instagram&utm_medium=reel&utm_campaign=123main-tour.
- Decision rule: Keep formats that beat your average watch time for two weeks. Replace formats that lag for two weeks.
Interview Question Bank for Testimonials
Prompts shape the story. Send these before filming so clients feel comfortable and prepared.
- What worried you most before we started your search or sale
- Describe a moment you felt a real turn in the process
- What specific action did I take that made the biggest difference
- What surprised you in a good way about the home or the sale
- What would you tell a friend who needs an agent now
Location and Lighting Scouting
Good light and clean backgrounds make phone footage look premium. Scout with your eyes and shoot when the house looks its best.
- Tour timing: Late morning or late afternoon for soft light. Avoid harsh midday glare.
- Windows: Face the window when speaking. Keep blinds up. Turn off mixed color bulbs that shift white balance.
- Background: Clear counters and floors. Hide cords, boxes, and trash bins. Remove car from driveway.
- Sound: Close doors and windows near busy streets. Ask others to hold talk time during takes.
What Successful Real Estate Agents Are Reading
FAQ
How long until I see ROI from these videos
Expect profile lift within a week if the hook is strong. Appointments tend to show in thirty to sixty days with steady posting and clear CTAs. Track appointments and Cost Per Lead by using UTMs on every link.
What is the minimum cadence if time is tight
Ship one high value video each week. Alternate between an educational Reel and a short agent update filmed on site. Consistency beats polish. Keep the opening three seconds sharp and the CTA specific.
Do I need pro gear to look credible
No. A current phone, a low cost lav mic, and window light are enough. Hire a videographer for luxury listings or complex properties. Focus on framing and audio first.
How do I avoid poor performance on Reels
Reshoot the hook if average watch time drops under three seconds. Use bold movement in the first beat, large text, and quick cuts. Pin a comment that repeats the action you want.
What links should I include with a tour video
One button to book a private showing. One to request the full media set. One link back to your site page built with Listing Marketing best practices. Avoid sending traffic to platforms you do not control.
Which hashtags help reach local buyers
Use city, neighborhood, property type, and one real estate tag. Example: #CityName #Neighborhood #3Bed #RealEstateAgent. Keep tags relevant. The hook and captions matter more than volume.
Any compliance items I should keep in mind
Follow Fair Housing rules by describing features rather than people. Secure written consent for testimonials. Do not edit clips to misrepresent size or condition. Keep claims accurate and verifiable.
