If you're considering property videography, you're probably asking: is it actually worth the investment? The research is clear, and the answer might surprise you.
In a market where 96% of buyers begin their property search online, the quality of your digital marketing assets has never mattered more. With billions of minutes spent browsing property portals each year, the competition for buyer attention is fierce. So what makes listings stand out?
The Numbers Don't Lie: 403% More Enquiries
According to research from the National Association of Realtors, property listings with video generate 403% more enquiries than those without. That's not a marginal improvement. That's a fundamental shift in how buyers engage with listings.
But the benefits don't stop at enquiries. Here's what the research tells us:
- 87% more views for listings with video tours compared to photo-only listings
- 300% more time spent by buyers viewing listings with video content
- 85% of buyers and sellers prefer to work with agents who use video
- Properties with video sell up to 30% faster than those without
These aren't theoretical projections. They're based on actual market data from property portals and estate agencies tracking their results.
Video Reduces Wasted Viewings
One of the most compelling arguments for property videography isn't just about attracting more buyers. It's about attracting the right buyers.
Industry research shows that video tours reduce wasted viewings by approximately 40%. When buyers can walk through a property virtually before booking an in-person viewing, they arrive with realistic expectations. They've already seen the layout, the flow between rooms, and the overall feel of the space.
Rightmove's own data supports this. Their automated viewing system, which sends video content to interested buyers, shows remarkable engagement: 62% of recipients open the email, and 80% of those go on to watch the video. That level of engagement is exceptional in digital marketing terms.
For estate agents, fewer wasted viewings means:
- More efficient use of your time and your vendors' time
- Higher-quality leads from buyers who are genuinely interested
- Faster progression from viewing to offer
- Better vendor relationships through professional service
Why Video Works: The Psychology
Still photos show what a property looks like. Video shows what it feels like to be there.
A well-produced property video captures the natural light as it moves through rooms. It shows the flow from the entrance through to the living spaces. It reveals the relationship between indoor and outdoor areas. These are things that static images simply cannot convey.
Research from Giraffe360 found that virtual tours lead to a 130% increase in enquiries and 45% more listing engagement. The reason is simple: video creates an emotional connection that photographs cannot match.
Consider how buyers actually search for properties. They scroll through dozens, sometimes hundreds, of listings. What makes them stop? What makes them click "Book Viewing"? It's the listings that capture their imagination, the ones that help them visualise their life in that space.
The Competitive Advantage
According to Rightmove, approximately one-third of properties for sale now include video content. That means two-thirds still don't.
For estate agents, this represents a significant opportunity. Vendors increasingly expect professional marketing, and 43% of sellers choose their agent based on their ability to market a property professionally. Video is rapidly becoming part of that expectation.
The agents who adopt video now are positioning themselves ahead of the competition. They're winning more instructions because they can demonstrate a commitment to maximising exposure. They're achieving better prices because their marketing generates more interest. And they're building reputations as forward-thinking professionals who use every tool available to sell homes.
What About the Cost?
The most common objection to property videography is cost. It's a fair concern, but it needs to be weighed against the return.
Consider this: if video generates 403% more enquiries, helps properties sell faster, and reduces time wasted on inappropriate viewings, what's the real cost of not using it?
A property that sits on the market for weeks longer than necessary costs everyone money. The vendor loses time. The agent's reputation suffers. And in a moving market, delays can mean price reductions.
Professional property videography doesn't have to break the bank. At Yasmeen Creative, our property videography packages start from £275, including professional editing, music, and fast turnaround. For most properties, the investment pays for itself many times over through faster sales and stronger offers.
Video and Photography: Better Together
It's worth noting that video doesn't replace photography. It complements it. The most effective property marketing uses both.
High-quality photographs provide the essential still images that portals require and that buyers use to quickly assess properties. Video adds depth, showing how spaces connect and how light moves through the property throughout the day.
This is why many estate agents now book combined packages. A single visit captures both photo and video content, ensuring consistency and maximising the marketing potential of each property. View our pricing for bundled packages.
The Bottom Line
The evidence is overwhelming. Property video isn't just a nice-to-have. It's a powerful marketing tool that generates more enquiries, attracts better-qualified buyers, reduces wasted viewings, and helps properties sell faster.
For estate agents looking to win more instructions, differentiate their service, and deliver better results for vendors, video is no longer optional. It's essential.
Ready to see what property video can do for your listings? Explore our videography services or get in touch to discuss your requirements.
