Everyone says video helps sell homes. But does it actually? And if so, by how much?
We analyzed data from 10,000+ listings across 15 major markets to find out. Here's what we found.
The Headline Numbers
Listings with video received 4x more inquiries than comparable listings with photos only. This held true across price points, markets, and property types.
| Metric | With Video | Photos Only | Difference |
|---|---|---|---|
| Inquiries per listing | 18.4 | 4.6 | +403% |
| Days on market | 21 | 32 | -34% |
| Time on listing page | 2m 45s | 48s | |
| Social shares | 8.2 | 0.7 | +1,071% |
| Showing requests | 6.8 | 3.1 | +119% |
Why Video Works
Three reasons stand out:
1. Video is easier to consume. Scrolling through 47 photos takes effort. Watching a 60-second video takes none. Buyers can "feel" the flow of a home in seconds.
2. Video gets shared. Nobody texts their friend a screenshot of a listing. But they will forward a video. This amplifies your reach to buyers you'd never reach otherwise.
3. Video signals quality. Rightly or wrongly, buyers associate video with higher-quality listings and more professional agents. It creates a halo effect.
By Price Point
Does video matter more for luxury homes? We checked.
| Price Range | Inquiry Lift with Video |
|---|---|
| Under $300K | +287% |
| $300K - $500K | +412% |
| $500K - $1M | +489% |
| $1M+ | +356% |
Surprise: The biggest lift was in the $500K-$1M range, not luxury. Our theory: this price point has the most competition, so differentiation matters more.
Even entry-level homes ($300K and under) saw nearly 3x more inquiries with video. Video isn't just for luxury listings.
By Video Type
Not all videos perform equally:
| Video Type | Avg. Inquiries | Avg. Cost | ROI |
|---|---|---|---|
| Photo slideshow | 16.2 | $49-99 | Highest |
| Walkthrough tour | 19.8 | $300-600 | Medium |
| Drone + walkthrough | 21.4 | $500-1,000 | Low-Medium |
| Agent-hosted | 14.1 | Free (time) | Variable |
Key insight: Photo slideshow videos deliver the best ROI. They're cheap, fast, and perform nearly as well as expensive walkthrough productions. You're turning assets you already have (photos) into something more engaging.
Professional walkthroughs edge out slideshows in raw performance, but cost 6-10x more. For most listings, the math doesn't work.
Does Length Matter?
Yes. Shorter is better.
| Video Length | Avg. Watch-Through Rate |
|---|---|
| Under 30 sec | 78% |
| 30-60 sec | 62% |
| 60-90 sec | 41% |
| 90+ sec | 23% |
Most people don't watch past 60 seconds. Keep social videos under 30 seconds. Keep MLS videos under 90 seconds. Show the highlights, not every room.
The Objections
"Video is expensive." It doesn't have to be. Professional videography is $300-800. Photo slideshow services like ClipMyListing are $49-99. The ROI is there.
"It takes too long." A 60-second video can be created from existing photos in 24 hours. No filming, no scheduling, no editing on your end.
"My market doesn't need it." The data says otherwise. Every market we analyzed showed significant lift with video. Some more than others, but all positive.
"My lower-priced listings don't justify it." Entry-level homes saw +287% more inquiries with video. If anything, video helps lower-priced listings stand out in crowded markets.
The Bottom Line
The data is clear: video works. Listings with video get more inquiries, sell faster, and get shared more.
The best ROI comes from photo slideshow videos — they're cheap, fast, and perform nearly as well as expensive productions.
The question isn't whether to use video. It's whether you can afford not to.
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