Listing Highlight Videos: The #1 Marketing Tool for Thurston County Real Estate Agents
Let me tell you about a listing video that changed how one of our clients thinks about marketing.
It was a nice but not extraordinary home in Tumwater—3 bedrooms, 2 baths, updated but not luxury. The agent had been doing basic photography for years and getting decent results. But this time, she decided to try a listing highlight video.
We shot a 2 minute video showcasing the home's best features: the updated kitchen with an island perfect for entertaining, the master suite with vaulted ceilings, the backyard with mature landscaping and covered patio. Smooth camera movements, great music, professional editing.
She posted it on Facebook and Instagram. Within 48 hours, the video had 1,000+ views, 57 shares, and 34 comments. More importantly, she had nine showing requests directly attributed to people who saw the video.
The home sold in six days with multiple offers.
That agent now includes listing highlight videos for every single property she lists. Why? Because nothing else she does generates the same level of engagement, reach, and results.
Let me explain why listing highlight videos have become the single most effective marketing tool for real estate agents in Thurston County—and what makes a great one.
What Is a Listing Highlight Video?
A listing highlight video is a short (typically 60-120 seconds), professionally produced video that showcases the best features of a property. It's not a full walkthrough of every room—it's a cinematic presentation of what makes the property special.
Think of it as a movie trailer for your listing. You're not showing everything—you're showing enough to make people want to see more.
These videos combine:
Professional videography with stabilized, smooth camera movements
Strategic shots highlighting the best features
Engaging music that sets the tone
Professional editing with dynamic pacing
Text overlays with key information (price, beds/baths, location)
Sometimes drone footage for properties where aerial perspective adds value
The goal isn't to replace photos or in-person showings. It's to generate interest, create emotional connection, and drive buyers to take the next step.
Why Listing Videos Work So Well
Videos outperform static content across virtually every metric that matters. Here's why:
Algorithm Favoritism
Social media platforms—Facebook, Instagram, TikTok, YouTube—all favor video content in their algorithms. When you post a video, it gets shown to more people than a post with just photos.
Facebook in particular has invested heavily in video and actively promotes video content to more users. Instagram Reels get massive organic reach compared to static posts.
This means your video content reaches far more potential buyers than photo posts, often at no additional cost.
Emotional Engagement
Video creates emotional connection in ways photos can't. Movement, music, pacing—these elements trigger emotional responses that static images simply don't achieve.
When someone watches a well-produced listing video, they're not just seeing rooms—they're feeling what it might be like to live there. That emotional engagement is what drives buying decisions.
Shareability
People share video content more than any other type of content. When your listing video is engaging, informative, or beautiful, people share it with friends and family who might be in the market.
This organic sharing extends your reach far beyond your immediate followers. Every share exposes your listing (and your brand) to new potential buyers.
Multi-Platform Use
A single listing video can be used across multiple platforms:
YouTube for long-term searchability
Facebook for broad reach among older demographics
Instagram Reels for younger, mobile-first audiences
TikTok for maximum viral potential
Your website and listing landing pages
Email marketing to your database
MLS listings (where supported)
One video, multiple uses. That's efficient marketing.
Competitive Differentiation
While more agents are using video, it's still far from universal. When your listing has a professional video and competing properties don't, you stand out immediately.
Buyers remember the listings with video. They engage more deeply with them. And they're more likely to schedule showings.
What Makes a Great Listing Highlight Video
Not all listing videos are created equal. Here's what separates great ones from mediocre attempts:
Strong Opening Hook
You have about 2-3 seconds to capture attention before someone scrolls past. Your opening shot needs to be immediately compelling.
This might be:
A dramatic exterior shot with great curb appeal
An aerial pullback revealing the property
A stunning interior feature like a gorgeous kitchen or view
Movement that immediately draws the eye
Whatever it is, it needs to make people stop scrolling and keep watching.
Professional Stabilization
Nothing screams amateur like shaky, handheld video. Professional listing videos use gimbals, sliders, or other stabilization equipment to create smooth, cinematic camera movements.
This polish subconsciously signals quality to viewers and keeps them engaged rather than distracted by jerky footage.
Strategic Feature Selection
You can't show everything in 90 seconds, and you shouldn't try. Select the features that make this property special:
Updated kitchen with modern finishes
Spacious master suite
Beautiful outdoor spaces
Unique architectural details
Views or special locations
Recent updates or renovations
Show enough to create desire without overwhelming with too much information.
Appropriate Pacing
The pacing needs to match the property. A modern, contemporary home might have quicker cuts and more energetic music. A charming craftsman might have slower, more deliberate pacing with softer music.
Generally, keep individual shots to 3-5 seconds each. Long enough to register what you're seeing, short enough to maintain interest and energy.
Music That Enhances
Music sets the emotional tone. Choose music that:
Matches the style and vibe of the property
Has appropriate energy level
Isn't distracting or overwhelming
Is properly licensed (this is important!)
The right music makes a huge difference in how the video feels and how viewers respond emotionally.
Clear Information
Include essential information viewers need:
Price (or price range)
Beds and baths
Location (neighborhood or city)
Key features
How to get more information
Text overlays work well for this, appearing naturally throughout the video without cluttering the visuals.
Strong Call to Action
End with a clear call to action:
"Schedule your showing today"
"Visit [website] for more information"
"Contact [agent name] for details"
"Link in bio for full listing"
Tell viewers exactly what to do next if they're interested.
The Production Process
When we create listing highlight videos at Power Homes Media, here's our process:
Pre-Production Planning
Before we arrive, we discuss the property's best features, target buyer demographic, and the overall vibe you want to convey. This ensures we capture exactly what's needed.
Strategic Shooting
We shoot more footage than we'll use, capturing multiple angles of key features. We use professional stabilization, proper lighting, and careful composition for every shot.
If drone footage is included, we capture aerial perspectives that add value—showing property positioning, views, surrounding area, or features best seen from above.
Professional Editing
This is where good footage becomes a great video. We:
Select the best clips and arrange them in a compelling sequence
Color grade for consistent, professional look
Add music that enhances the emotional impact
Create smooth transitions between shots
Add text overlays with property information
Export in formats optimized for different platforms
Fast Delivery
Like all our services, videos are delivered within 24 hours. You receive files ready to upload to YouTube, Facebook, Instagram, your website—wherever you need them.
How to Use Listing Videos Effectively
Creating a great video is only half the equation. You need to use it strategically:
Social Media Strategy
Facebook: Post the video directly to your page (not as a YouTube link—native video performs better). Use relevant hashtags, tag the location, and encourage engagement in your caption.
Instagram: Post to your feed as a Reel. Instagram's algorithm strongly favors Reels right now, giving them massive organic reach. Use trending audio if appropriate and relevant hashtags.
TikTok: Repurpose the video for TikTok's format and audience. TikTok's algorithm can surface content to huge audiences regardless of follower count.
YouTube Optimization
Upload to YouTube with:
Keyword-rich title ("Beautiful 4BR Home in Lacey WA - $550,000")
Detailed description with property features and your contact info
Relevant tags (Lacey homes for sale, Thurston County real estate, etc.)
Custom thumbnail that's eye-catching
Links to the listing in the description
YouTube is the second-largest search engine. Optimized videos can generate leads months or even years after posting.
Email Marketing
Send the video to your database. Email open rates increase significantly when the subject line mentions video, and click-through rates are much higher for video content.
Segment your list and send to buyers who might be interested in properties like this one.
Website and Landing Pages
Embed the video prominently on your listing landing page or website. Video on a webpage increases dwell time (how long people stay on the page), which improves SEO and conversion rates.
MLS Listings
If your MLS supports video (many now do), include it. Listings with video get significantly more views and engagement than those without.
Open Houses
Play the video on a loop during open houses. It creates ambiance, showcases features, and gives visitors something to watch while they're waiting.
Different Videos for Different Properties
The approach varies based on property type:
Standard Family Homes
For most family homes in Thurston County, focus on livability: functional kitchens, comfortable bedrooms, outdoor spaces, and features families care about like storage and layout.
Music should be warm and inviting. Pacing comfortable and steady. The vibe is "this is a great place to raise a family."
Luxury Properties
High-end listings demand cinematic treatment. More production value, potentially longer videos (2-3 minutes), drone footage, detail shots of high-end finishes, emphasis on lifestyle and prestige.
These videos should feel premium and sophisticated, matching the property's positioning.
Vacant Properties
Vacant homes need extra help from video because empty rooms photograph and film as cold and uninviting. Focus on:
Highlighting architectural features
Showing how spaces connect and flow
Emphasizing potential with language like "imagine" and "envision"
Using music and editing to create warmth
Consider combining with virtual staging for even stronger impact.
Unique or Unusual Properties
Properties with unique features—unusual architecture, special history, distinctive design—benefit from videos that tell a story about what makes them special.
These videos might be slightly longer to fully capture what's unique, and the narrative approach matters more than for standard properties.
Waterfront and View Properties
Properties with water access or dramatic views NEED video to capture what makes them special. Drone footage is often essential to show the property's relationship to water or views.
Time of day matters—golden hour or twilight shots can be stunning for these properties.
Common Mistakes to Avoid
Learn from others' mistakes:
Too Long: Most listing videos should be 60-120 seconds. Longer than that, you lose people. Save longer content for virtual tours or comprehensive walkthrough videos.
Poor Stabilization: Shaky footage looks unprofessional and is hard to watch. If you can't stabilize footage properly, don't use video.
Wrong Music: Music that's too loud, doesn't fit the vibe, or is distracting ruins an otherwise good video.
Showing Too Much: You don't need to show every room. Select the best features and leave buyers wanting to see more.
No Call to Action: Always tell viewers what to do next. Without a CTA, you're wasting the engagement you've created.
Ignoring Platform Requirements: Different platforms have different optimal formats (vertical vs. horizontal, length limits, etc.). One size doesn't fit all.
Copyright Issues: Using copyrighted music without proper licensing can get your videos taken down or worse. Use licensed music or stock audio.
Measuring Video Success
Track these metrics to understand what's working:
Views: How many people are watching?
Watch Time: Are people watching the whole video or dropping off early?
Engagement: Likes, comments, shares—how are people interacting?
Reach: How many unique accounts are seeing your content?
Website Traffic: Is the video driving traffic to your listing or website?
Leads Generated: Most importantly, are you getting inquiries and showings from people who saw the video?
Use this data to refine your approach over time, doubling down on what works and adjusting what doesn't.
ROI of Listing Videos
Let's talk return on investment. A professional listing video might cost $200-600 depending on complexity and length.
What does that investment buy you?
Massive increase in social media reach and engagement
More qualified leads (people who've seen the property virtually are more serious)
Faster sales (properties with video sell faster on average)
Stronger offers (buyers who feel connected to a property compete harder)
Enhanced professional reputation (you're the agent with premium marketing)
Content you can use across multiple platforms for weeks
Even if the video only marginally helps the property sell faster or for slightly better terms, it's paid for itself many times over.
Plus, the video becomes a portfolio piece showcasing your marketing approach to potential future clients.
The Future of Listing Videos
Video marketing continues to evolve:
Shorter Content: Super-short 15-30 second clips are becoming more important for platforms like TikTok and Instagram Reels.
Live Video: Facebook and Instagram Live tours provide real-time engagement opportunities.
Interactive Elements: Clickable elements in videos that let viewers get more information or schedule showings.
Personalization: AI tools that can create customized versions of videos for different audiences.
Vertical Format: As mobile viewing dominates, vertical video optimized for phone screens is increasingly important.
At Power Homes Media, we stay ahead of these trends to ensure our clients' videos are using current best practices.
Working with Power Homes Media for Listing Videos
When you choose us for listing highlight videos, you get:
Professional Production: Equipment, expertise, and attention to detail that creates cinematic results.
Strategic Approach: We don't just randomly film rooms—we strategically showcase what makes each property special.
Fast Turnaround: Videos delivered within 24 hours, ready to use immediately.
Multiple Formats: We provide versions optimized for different platforms—vertical for stories and Reels, horizontal for Facebook and YouTube, square for versatile use.
Comprehensive Packages: Videos can be bundled with photography, drone, virtual tours, and all our other services for complete listing marketing.
Ongoing Support: Need help with posting strategy or technical questions? We're here to help.
Making the Decision
Should you invest in listing highlight videos? Here's a simple framework:
Definitely use video if:
You want to maximize social media reach and engagement
The property has great visual features worth showcasing
You're serious about building a strong marketing brand
Competing agents in your market are using video
You want to offer comprehensive marketing to sellers
Probably use video if:
Property is priced above $300K
You're active on social media
You want content that works across multiple platforms
You're looking to differentiate your marketing
Consider alternatives if:
Budget is severely constrained
Property has significant condition issues video won't help overcome
Market is so hot that basic marketing is sufficient
But honestly, for most agents and most listings, video provides exceptional value relative to cost.
The Bottom Line on Listing Videos
Listing highlight videos have become the single most effective marketing tool available to real estate agents in Thurston County and beyond.
They generate more engagement than any other content type. They're favored by social media algorithms. They create emotional connections that drive buying decisions. They differentiate your marketing from competitors who aren't using video.
The agents who consistently use professional video for their listings are the ones getting more views, more showings, faster sales, and stronger offers.
At Power Homes Media, we've created hundreds of listing videos for agents throughout Thurston County, and we've seen firsthand how dramatically they impact listing performance.
Whether you're listing a starter home in Tumwater or a luxury estate in Olympia, a professionally produced highlight video helps that property reach more buyers, create stronger impressions, and ultimately sell faster.
If you're ready to harness the power of video marketing for your real estate business, we're ready to help you create content that stops the scroll and starts conversations.
