Video marketing is taking the internet by storm! According to Quicksprout.com, real estate listings with videos receive an impressive 403% more inquiries than those without video. Not only can your videos market for you while you sleep (since they’re viewable 24-hours a day from anywhere), but being part of the online video landslide will put you front and center as the savvy agent who’s got it going on.

If a picture says 1,000 words, then video says a whole lot more — in the form of more leads, more business, and more sales.

While video tours of homes are a common and effective use of video, that’s just the tip of the iceberg. In this article, we’ll show you how to create and use winning client testimonial videos to build lasting relationships with past, current, and future clients, while boosting your credibility and authority. 

What is a client testimonial video?

A client testimonial video consists of past or current satisfied customers sharing their positive experiences of having worked with you in front of a live camera. Video testimonials are wildly more effective than written reviews and are considered one of the highest marketing conversion tools you can use.

What’s the best way to film a testimonial video?

Depending on your budget and other factors, there are several ways you could go about it. Here are three popular approaches:

  • You could schedule a “filming day” to capture multiple clients’ testimonials in one or more locations
  • You could focus on one client or couple, shooting the video at the client’s home (this is a great way to feature a beautiful home, while making your clients feel more at ease)
  • Your client could simply send you a self-made video testimonial

While self-made video testimonials are usually quick to make and don’t involve much, if any, overhead, investing in a video of greater production value could bump up the “wow” factor several notches. This might also involve hiring a professional videographer or video production crew, which we talk about below.

Tip: View the linked testimonial videos at the end of the article for some inspiration and production ideas.

Step #1: Invite your clients to contribute

Reach out to 100% satisfied clients who fit the basic description of clients you’d like to attract, and ask them if they’d be willing to offer a video testimonial.

A video testimonial is a little more involved than simply writing up a positive review. It requires more thought on your part and a little more effort from your clients. Setting it up with an “ask letter” can be a good way to start the conversation.

Here’s an email template you can use as a guideline, but of course, tailor it to make it your own.

Suggested email subject line: Would you be willing to help me out?

Hi [Client Name],

I’ve totally enjoyed working with you, and I hope you are 100% satisfied after having gone through the homebuying process with me. If so, would you be willing to share your experiences through a short testimonial video?

As a real estate agent, my business is built on referrals. Nothing speaks more powerfully or directly to potential clients than a positive on-camera review from a happy homeowner like you. Your review would mean a lot to me, and it could make a huge impact on my business.

As far as filming the video, there are a few different options:

  • You could record your own short video testimonial and send it back to me.
  • I could come to you, so we could film in the comfort of your own home.
  • We could shoot the video at another location.

Let me know if you’re interested and we’ll figure out the details. I’m happy to send you a simple prep sheet to answer your questions and help make the process as stress-free as possible.

Thanks in advance for your consideration,

[Your Name]

Tip: For a Testimonial Video Sample Client Prep Sheet, click HERE to download the Advanced Producer mobile app! The mobile app gives you access to the video prep sheet and an entire library of sales scripts and marketing resources for on-the-go learning. (After you install the app, click “Access Training Guides” on the menu, then scroll to find this article under “Tips and Tools.”)

Step #1: Invite your clients to contribute

Reach out to 100% satisfied clients who fit the basic description of clients you’d like to attract, and ask them if they’d be willing to offer a video testimonial.

A video testimonial is a little more involved than simply writing up a positive review. It requires more thought on your part and a little more effort from your clients. Setting it up with an “ask letter” can be a good way to start the conversation.

Here’s an email template you can use as a guideline, but of course, tailor it to make it your own.

Suggested email subject line: Would you be willing to help me out?

Hi [Client Name],

I’ve totally enjoyed working with you, and I hope you are 100% satisfied after having gone through the homebuying process with me. If so, would you be willing to share your experiences through a short testimonial video?

As a real estate agent, my business is built on referrals. Nothing speaks more powerfully or directly to potential clients than a positive on-camera review from a happy homeowner like you. Your review would mean a lot to me, and it could make a huge impact on my business.

As far as filming the video, there are a few different options:

  • You could record your own short video testimonial and send it back to me.
  • I could come to you, so we could film in the comfort of your own home.
  • We could shoot the video at another location.

Let me know if you’re interested and we’ll figure out the details. I’m happy to send you a simple prep sheet to answer your questions and help make the process as stress-free as possible.

Thanks in advance for your consideration,

[Your Name]

Tip: For a Testimonial Video Sample Client Prep Sheet, click HERE to download the Advanced Producer mobile app! The mobile app gives you access to the video prep sheet and an entire library of sales scripts and marketing resources for on-the-go learning. (After you install the app, click “Access Training Guides” on the menu, then scroll to find this article under “Tips and Tools.”)

Step #2: Create a video pre-production plan

Whether you go the DIY, shoe-string budget route or hire a professional, having a production plan in place will help ensure that you’re prepared before, during, and after the video shoot. Here are some things to think about.

Establish your budget

There will inevitably be costs involved, so decide how much you’re willing and able to spend. Then, give yourself a 10% to 20% buffer, since things usually end up costing more than anticipated. This step will help determine whether you have the funds to hire a professional.

Draft a film-day-and-beyond outline

Go through the entire day of the shoot in your mind, start to finish. Write down the “who, what, when, where, and why.” Resist the temptation to “just wing it.” Instead, take the time to write out the details. This way, you’ll be more likely to account for potential roadblocks along the way – and if necessary, you’ll be more prepared to pivot to “Plan B.”

A thorough outline will give you a birds-eye view of the entire process even beyond film day. Work backward from each item to figure out how to get there. For example: Whom do you need to contact? How will the video look? What would you like your message to be in order to reach your desired audience? Then, work forward to determine the best way to handle post-production and eventually the sharing of your video.

A crucial part of the video shoot is choosing the right location with lots of natural light.

Determine the location and time

As with real estate, location is crucial. Have a primary location in mind with a secondary location as a back-up.

Ideally, choose a quiet place where you can have some control over external noises and the general environment. Make sure all related parties (the clients [or “talent” in production lingo], the videographer, and/or other crew) have the location address ahead of time.

Tip: Think about what the backdrop will look like. Simple, clutter-free settings with a neutral background work well. If you film in your client’s home, try to find or create a setting that provides this feel, perhaps near a window that looks out to the back yard. Bring some plants or greenery into the frame (where the action takes place). Even if it looks out of place in real life, peek in the viewfinder; it could create the perfect scene!

Filming during the day with natural lighting is best. If you’re outdoors for a quick shoot, early morning or late afternoon sun (just before sunset) can provide the most flattering light.

If you’re hiring a videographer, discuss the proposed locations to make sure they’re on board and have what they need, like electricity for lighting and other equipment.

Write the script and share it with the talent and videographer

Although you won’t want to read from the script verbatim, know which questions you’re going to ask, and provide them to your clients ahead of time. Avoid questions that could be answered with a simple “yes” or “no.” Instead, opt for open-ended questions, like, “If someone were thinking about doing business with me, what could you tell them that would make them feel at ease?” Or, “What did you appreciate most about working with me/my firm?” Ask your clients if there’s anything they’d like to share, and get their feedback before the shoot. That way, they’ll have a chance to work out the kinks, and you’ll be able to determine if it’s something that supports your vision.

Remember that your viewers are human, and they will respond best to a story. This simply means the video should have a beginning, a middle, and an end. It can be as straightforward as, “Your clients struggled, they found you and you solved their problems, and now they have a beautiful home.”

Starting with “pain points” and working toward a solution can be an extremely effective approach. For example, was there something that they were able to overcome or achieve by working with you or your team? If so, was there a “turning point” when they realized that their needs were going to be met by the most capable agent in the world?

Tip: Find more sample questions and script ideas on the Testimonial Video Sample Client Prep Sheet by downloading the Advanced Producer mobile app! The mobile app gives you access to an entire library of sales scripts and marketing resources for on-the-go learning. (After you install the app, click “Access Training Guides” on the menu, then scroll to find this article under “Tips and Tools.”)

Storyboard it!

To help clarify your vision and provide even more detail, consider drawing up a simple storyboard of your film (the basic scenes or “frames” from start to finish) and provide it to the videographer or producer prior to filming. This will give a skilled videographer insights into camera angles, filters, movement effects, and the like.

Make a list of what you’ll need

If you DIY the video, make a list of tools that you may need to borrow, rent, or purchase, like a microphone or tripod. Ultimately this depends on a number of factors—like your budget, your skill level, and the caliber of product you’d like to produce. You’ll want to have access to the best equipment and crew you can reasonably afford.

Don’t forget the snacks

If you’re planning to film for more than a few hours, refreshments are a nice touch and can keep the “hangries” at bay! At the very least, have water on hand and know where you can order a pizza for talent and crew in a pinch.

Step #3: Lights, Camera (or Smartphone), Action!

With a solid video pre-production plan, you’ll be ready to start filming!  If you’re filming on your mobile device, have your device, tripod, and mic ready. Make sure you have enough available storage before you get started.

If you’re going the DIY route, do a dry run yourself to test the equipment before recording the client testimonial. Make sure your audio is clear and that the frame (where the talent will be sitting or standing) has proper lighting and is in focus. After you’re satisfied with the camera angle, lighting, and audio levels, keep everything in position. Then, do a quick audio test for each client and fine tune as needed.

If you’re working with a videographer, they’ll likely handle the entire process.

Tip: Start with an easy, comfortable conversation. Ask your client or clients about their day, talk about restaurants in the area, etc. This will put them at ease and make for an easier transition into filming.

Once you start filming, don’t be shy about asking for additional “takes” if the testimonial goes off track or if your client gets tongue-tied. It’s best to have the most natural-sounding testimonials, but if something goes haywire, let the client know they can take another shot at it. That alone could be enough to remove the pressure and put them at ease.

Depending on the nature of the film shoot, you might want to capture some “b-roll” footage. B-roll is what you see when the visual temporarily cuts away from the main speaker who’s still talking (considered the a-roll) to other scenes that help support the narrative. For real estate videos, b-roll often consists of shots of the interior or exterior of the home, or scenes of the agent talking to and working with clients.

Tip: Use b-roll! In the examples at the end of the article, you’ll notice that all three videos use b-roll footage to one degree or another.

Step #4: Post-production (edit your video)

If you’re doing things the DIY-way, the next step will be to edit the video. There are all sorts of online video editing options for the beginner to the expert. If you shot video on your mobile device, try using apps like iMovie on your iPhone or Magisto on an Android. Other popular video editing software include Apple’s Final Cut Pro or Adobe Premiere Pro or Adobe Rush.

If you’re not tech savvy, drag-and-drop online video-maker platforms like Animoto and Biteable might suit you better. Both platforms have plenty of professional-looking templates to choose from, including some that are specific to real estate.

Step #5: Get it out there!

Once you’re happy with your video, you’ll want to host, publish, and share it! 

YouTube, Wista, and Vimeo are popular video hosting platforms that also allow you to link and share your videos. Each platform offers unique features which you can read about here. YouTube is the most popular and easiest to use, and since it is part of the Google network, your videos will benefit from search engine optimization.

After hosting your video, you’ll want to post it on social media sharing channels like Facebook, Twitter, Instagram, and LinkedIn. You can also share your video in listings, on your website or blog, and in your email marketing. 

Have fun with the process! With pre-to-post-production options that fit all budgets and styles, you don’t need to be a film school grad or have a million-dollar marketing budget to create compelling videos to attract those leads!

Real Estate Testimonial Video Examples

Below are links to three client testimonials that stand out for very different reasons. You can get plenty of ideas just from watching these three, but if you do a little extra homework, you’ll find scores of testimonial videos online for inspiration. 

Example Video 1: Polished, with a compelling story line.

In this testimonial video for Greg Guinto of Wish Sotheby’s in Los Angeles, a homeowner couple shares the positive experiences they had working with their agent, Greg, who also appears in the video. The video incorporates lots of of b-roll, providing the viewer with a complete tour of the clients’ lovely new home. This testimonial offers a compelling narrative, as the clients talk about specific ways in which the agent was able to help them overcome certain “pain points.” It’s polished, produced, and professional.


 Example Video 2: Uses a montage for greater social proof.

This testimonial for Post & Co. Real Estate in Nashville is a montage featuring several different homeowners. Each client has a unique experience, but their individual stories come together to paint a fuller picture of what it’s like to work with Post & Co. The testimonials of multiple clients in one video provides an additional level of social proof. The b-roll utilizes both interior and exterior footage, giving viewers a taste of the type of the property they could be purchasing.


 Example Video 3: A genuine slice of life.

The testimonial for Jacksonville Realtor® Joi Perkins of Bloom Realty features a bubbly homeowner couple with a genuine, contagious excitement about their new home. From a production standpoint, it’s the least polished of the three videos, but its power lies in its warmth and non-pretentiousness. This video has a “slice of life” feel, with b-roll that follows the clients through the homebuying process: working with the agent, signing paperwork, and ultimately receiving the keys to their new home. 

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