Using background music in real estate video listings may have unintended repercussion on the success of your video marketing campaign.
From turning off your customers to legal issues stemming from using music not properly licensed for commercial business use.
In this post we will look at how to choose the music that helps to set the mood of your video listing, to highlight property’s best features, and to boosts viewers engagement. Furthermore, we will match some common property types to certain genres of music and explain how to obtain proper music license suitable for promotional business use. Feel free to add these simple tips to your go-to list of real estate marketing ideas.
Video listings and virtual tours are often among the most recommended real estate marketing ideas.
Why real estate agents use video listings?
A real estate video listing allows prospective buyers to easily visualize the property without the hassle of arranging the visit. If the buyers feel the property fit their needs, they will be by far more motivated when they actually contact the agent for further details.
Some advantages of using real estate video listings
Save time on answering the calls for general information about the property. The video is much more descriptive than text or even photos.
The video can showcase the property to multiple buyers at the same time, considerably saving your time and effort on arranging multiple visits.
The buyers who contact you after watching the video will already be one step closer to making the purchase. Yet again, think about efficiency. Would you prefer to meet 10 people who are simply browsing or just 1 or 2 who are ready to make the offer?
Quick facts about video marketing
According to Forrester researcher Dr. James McQuivey, 60 seconds of video equals to 1.8 million words.
According to Digitalsherpa, 80% of users will watch a video, while only 20% will read your content in full.
According to Mediapost, consumers have 57% more confidence in their purchase with video.
Do it right or skip it altogether!
Whether you choose to hire a professional videographer or produce a video on your own keep in mind you better do it right. If the video isn’t done well, it may only have a negative effect and won’t do you or the property any good.
When making a real estate video the first question (obviously) is what you want your potential buyers to see? The video will present the property in a favorable way, provide the basic information, offer a quick walk around, and highlight the property’s best features.
Once you’ve got your video filmed and edited to desired length, it’s time to consider adding a soundtrack.
However, many videographers prefer to start with the music and edit the video to match the pace of the soundtrack.
Maximize potential of your video with fitting soundtrack
James Kimmons, a real estate agent who produces his own marketing videos, has found that if he matched the music to the pace and content of the video, it added interest and keeped the viewer involved.
Using proper background music can add another dimension to your real estate marketing video. When choosing the music, the question you want to ask is how do you want your viewers to feel when they watch the video?
Tips for choosing music for real estate video listings
AVOID DISTRACTING THE VIEWER
Choose music that supports the video without drawing too much attention. You want the viewers to focus on the property, not the soundtrack.
MATCH THE PACE OF THE VIDEO
The goal is to make music and video work together to amplify each other.
MATCH PROPERTY TYPE AND DEMOGRAPHICS
Choose the music that is most likely to appeal to prospective buyers. See examples later in this post.
Music licensing basics
Using music not properly cleared for commercial business use may have quite a few repercussions, from your video muted or removed from YouTube to legal issues with copyright owners. In most cases, if you want to legally use music in your video, you need to obtain two licenses:
Sync license – issued by the publisher (controls the rights to the music composition) and grants you the right to synchronize (sync) music with a visual media, such as video, film, advertisement, and so on. Learn more
Master license – issued by the recording label (controls the rights to the master recording) and grants you the right to use the recorded version of said composition in your visual project.
Depending on the track you choose, licensing can be complex and expensive. The rule of thumb is, the more popular is the song / artist, the more expensive is to license it.
Is there an easier way to license music?
Fortunately, there is! The chances are you don’t need the latest Madonna record to promote your property listing but can use much more affordable “stock” music.
Stock / production music is professional background music created specifically for video marketing projects.
We offer a comprehensive all-in-one Master / Sync license that grants you perpetual right to use our music in most visual media applications, including online video. What’s best, all our music is royalty free, which means you won’t have to purchase additional licenses if you want to use the same music in other projects.
If you have any music licensing questions, please post a comment or contact us. We will be happy to help!
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How to pick music for a particular video listing?
Generic “business” music will work for most proprieties
The easiest option is what we, music producers, call corporate music. Positive, often calm and non-intrusive instrumental music with motivational business feel. It’s a safe choice that provides neutral and overall positive music background to most types of promotional business videos, certainly including the real estate video listings.
Comforting music for family properties
Happy music for summer vacation properties
Relaxing music for getaway properties
Classy music for upscale properties
Positive upbeat music for city properties
Modern energetic music for young professionals
See how our clients use music in their real estate marketing videos
Using background music can add another dimension to your real estate marketing video. Make sure to use the music that crates the mood fitting the property you advertise and only use music cleared for commercial business use.
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