According to 2022 photography data, video is the clear winner in the world of real estate marketing. When given the choice between video and 3D virtual tours, agents chose video packages 5.5x times more frequently.
Of orders that included either video or virtual tours, video was the more popular choice in every category. This data shows a strong preference for video among real estate agents, despite the frequent media coverage of 3D virtual tours.
So, why is video the preferred choice for real estate marketing? There are a few reasons.
The TikTok Effect
One key reason why real estate walkthrough videos are more popular than 3D virtual tours is the familiarity and comfort people have with video as a medium. In recent years, video has exploded in popularity on social media platforms like TikTok, and demand for video content continues to grow. This has made people more accustomed to watching and interacting with videos, which can make them a more appealing and engaging way to showcase a property.
Another factor to consider is the way that videos and virtual tours are viewed. Many people today consume video content on their smartphones, often while on the go. This makes it important for videos to be mobile-friendly and easy to watch on a small screen.
In contrast, 3D virtual tours can be difficult to view on a smartphone, as they often require the user to click or swipe to navigate through the property. This can make them less appealing to the modern consumer, who is used to watching video content that is easily accessible and streamlined.
Overall, the familiarity and comfort people have with video as a medium, combined with the ease of access and viewing on a mobile device, make real estate walkthrough videos a more popular and relevant option for showcasing properties to potential buyers.
A more realistic experience
Real estate walkthrough videos are typically shot with high-quality video cameras, which capture the details and features of a property in a more realistic way than 3D virtual tours. This can give potential buyers a better sense of what it would be like to actually walk through the property in person.
The reason is that the videographer can walk through the home with their camera attached to a professional gimbal. This will make the footage smooth and natural to the viewer.
In contrast, a virtual tour requires the user to click through the house from one spot to the next and then spin around in a 360. This is an unnatural kind of motion and does not simulate how someone would actually walk through a home.
Walkthrough videos also often feature real estate music which can help to establish the character of the property. In contrast, 3D virtual tours are typically silent, which can make them feel less realistic.
Easier to create and edit
Most types of real estate walkthrough videos can be shot with very few takes. The videographer simply walks through the property with a camera, capturing the various rooms and features as they go. This can be a quick and straightforward process, especially if the property is not too large.
In contrast, virtual tours require photographers to set up and shoot in multiple locations in each room. This can be a tedious process, especially if it’s a large home with many rooms. It requires careful planning and coordination to ensure that all of the necessary shots are captured.
Creating a 3D virtual tour can be expensive, as it requires specialized equipment and software. In contrast, walkthrough videos can be shot with the same camera used for photos, which makes them more cost-effective.
With a walkthrough video, you can also easily edit or cut out sections of the video, or add captions or other annotations. This is not as easy to do with a 3D virtual tour. This flexibility can make walkthrough videos a more versatile tool for agents to use when showcasing a property.
Pulls at your heartstrings
Another reason why real estate walkthrough videos may be more effective than 3D virtual tours is their ability to evoke an emotional response from the viewer. When done well, videos can use music, voiceovers, and other techniques to create a sense of drama and excitement. This can help to pull on the viewer’s heartstrings and make them feel more connected to the property.
A good real estate agent knows that buyers often make a decision about a property the moment they walk in the door. If they get a good feeling about the property, they may be more likely to make an offer. Walkthrough videos can help to create this feeling by allowing the viewer to “walk through” the property and experience it in a more immersive way.
In contrast, 3D virtual tours can feel clunky and mechanical, and do not have the same ability to generate an emotional response. While they may provide a useful tool for showing the layout and features of a property, they are less likely to connect with the viewer on an emotional level.
The ability of real estate walkthrough videos to evoke an emotional response and create a sense of excitement can make them a more effective tool for persuading buyers to fall in love with a property.
Whether you’re an agent trying to sell a property or a buyer looking for your dream home, videos can be a powerful tool to help you reach your goals.