Why Video is the Power Tool in Commercial Real Estate Marketing

Ron Houghtaling

April 22, 2025

Marketing has historically lagged behind the digital curve in commercial real estate, where deals are complex and competition is fierce. But that’s changing—fast. The modern CRE decision-maker expects the same digital sophistication they encounter as consumers, and firms that don’t evolve are quickly falling behind. Today, video marketing has emerged as a creative add-on and a high-performing, ROI-driven strategy for firms looking to stand out and accelerate their sales process.

According to HubSpot, 91% of businesses use video as a marketing tool, with B2B brands reporting significant increases in engagement, lead quality, and close rates. And in the real estate sector specifically, some reports suggest that listings with video receive over 400% more inquiries than those without. Platforms like LinkedIn and YouTube have made publishing, targeting, and tracking performance easier, while the drop in production costs means even small shops can create professional, compelling content.

Listings with Video Receive Over 400% More Inquiries

What’s more, video fits seamlessly into every stage of the CRE funnel—from top-of-funnel awareness through thought leadership and property promotion, all the way to bottom-funnel deal negotiation and investor presentations. Whether it’s a 60-second drone tour of an industrial park or a 2-minute explainer on sale-leaseback benefits, the message is clear: don’t just tell people about the value of a property—show them.

Why Video Works in CRE

Commercial real estate is a visual business. It’s one thing to list square footage and amenities on a flyer—it’s another to show the scale of a space, the flow of natural light, or the energy of a surrounding neighborhood. That’s where video shines. It translates the value of a property in a way that static materials simply can’t, creating instant clarity and emotional impact.

But the power of video goes beyond aesthetics. Here’s why it works so well in the CRE context:

Drives Higher Engagement
Audiences are drawn to video. On LinkedIn, video posts generate 3x more engagement than text-only posts, and email campaigns that include video see click-through rates increase by up to 96% (MarTech Advisor). Whether it’s an investor sifting through opportunities or a broker vetting partners, video helps your message rise above the noise.

Builds Trust
CRE deals are high-stakes. Clients want to work with professionals who understand the asset, the market, and the nuance of the transaction. Video humanizes your team and puts a face to your brand. A quick on-camera introduction from a broker or a testimonial from a satisfied investor does more to build credibility than any logo ever could.

Speeds Up the Sales Process
Video compresses the information-gathering phase. A virtual tour can replace an initial site visit. A narrated walkthrough of a market comp deck can save a phone call. By reducing friction and creating clarity, video helps decision-makers move forward faster—shortening deal cycles and increasing close rates.

In a business where attention is scarce, and relationships drive revenue, video gives CRE professionals a unique advantage: the ability to inform, influence, and connect—all before ever picking up the phone.

Types of Video That Deliver Results

Not all video content is created equal. In commercial real estate, success comes from matching the format to the message and the stage of the sales funnel. The most effective CRE marketers use a blend of content types to showcase properties, build thought leadership, and strengthen relationships. Here are the top-performing formats:

Property Tours

This is the backbone of CRE video marketing. Drone footage, interior walkthroughs, and location context come together to create an immersive experience that static images can’t match. These tours are perfect for: out-of-market investors, site-unseen tenants, or brokers looking to prequalify prospects

Tip: Include floor plans, callouts, and narration for clarity and context.

This property tour video showcases not only the features and potential of the property, but also highlights the agent’s distinctive personality and charm, making it both informative and engaging.

Broker or Firm Intros

A polished video introduction gives prospective clients a reason to trust you. It’s especially valuable in a relationship-driven industry where chemistry and confidence matter. These clips work well on LinkedIn profiles, pitch decks, email signatures, and your website’s About page.

Tip: Keep it under 90 seconds. Focus on your value, experience, and how you help clients succeed.

This video offers a behind-the-scenes look at Chad Griffiths, an industrial real estate broker, showcasing his expertise, approachable personality, and day-to-day commitment to helping clients navigate complex property decisions.

Market Updates: Position yourself as a subject matter expert by regularly sharing quick, insightful takes on market trends, property comps, new developments, or economic shifts that impact your clients and prospects. These bite-sized updates keep your audience informed and build long-term visibility, trust, and credibility—especially when shared consistently across platforms like LinkedIn, YouTube, and email newsletters. By becoming a go-to source for relevant commentary, you stay top-of-mind and reinforce your value in every stage of the CRE decision-making process.

Tip: A consistent cadence (e.g., monthly updates) helps you stay top of mind with your network.

This video delivers timely insights on evolving trends in commercial real estate—an example of how expert-led update videos can build thought leadership, educate clients, and keep you top-of-mind in a dynamic market.

Case Studies & Success Stories: Show, don’t tell. Use compelling before-and-after stories to walk viewers through a recent deal—highlighting the challenge your client faced, the strategic solution you delivered, and the measurable outcome that followed. These narratives help illustrate your expertise in action and make your value tangible. Incorporating testimonials or voiceovers from the client adds authenticity and emotional resonance, reinforcing trust and giving prospects a clear picture of what it’s like to work with you.

Tip: Emphasize results and strategy—how your expertise created value.

This video showcases the power of case study videos in commercial real estate—effectively building credibility, highlighting problem-solving capabilities, and showing real-world impact through compelling storytelling.

Explainer Videos: Some concepts in commercial real estate—like ground leases, 1031 exchanges, or capital stacks—can be difficult for clients and prospects to fully grasp, especially without a financial or real estate background. A short video can break these ideas down into clear, engaging visuals and language that resonate. By demystifying complex topics, you not only educate your audience but also make your pitch more accessible, persuasive, and actionable—helping clients feel more confident and informed as they move toward a decision.

Tip: Pair these with sales collateral or embed them in your website’s FAQ or services pages.

This video breaks down an intricate concept in real estate private equity, using clear visuals and straightforward language to make a challenging topic accessible to clients and other stakeholders.

Where to Use Video in the CRE Funnel

One of video’s biggest strengths is its versatility. Whether you’re generating awareness, nurturing leads, or closing deals, video has a place at every stage of the commercial real estate marketing funnel. Here’s how to strategically deploy video content throughout the buyer journey:

Top of Funnel: Attract & Educate

At this stage, your goal is to capture attention and introduce your brand to potential clients.
Best uses:

Social Media: Short teasers of property tours, market updates, or broker introductions.
Landing Pages: Welcome videos that explain who you are and the value you provide.
Digital Ads: Eye-catching motion graphics or drone clips to draw viewers into your listings or service offerings.

Goal: Generate awareness and clicks. You’re planting the seed.

Middle of Funnel: Nurture & Influence

Now that they know who you are, it’s time to build credibility and guide them deeper into the sales process.
Best uses:

Email Campaigns: Use market updates, deal stories, or explainer videos to educate and stay relevant.
Listing Presentations: Include property walkthroughs or a narrated tour to pre-sell the asset before a call or site visit.
Virtual Pitch Decks: Replace some of your traditional pitch decks with video-overview versions that tell the story more dynamically.

Goal: Provide value, demonstrate expertise, and build trust.

Bottom of Funnel: Convert & Close

Your audience is actively considering working with you. Video can push them over the line by reducing hesitation and reinforcing the benefits of choosing your firm.
Best uses:

Custom Video Messages: Personalized clips thanking a client, summarizing a proposal, or reviewing final terms.
Investor Presentations: Pre-recorded overviews of the investment opportunity, financials, and sponsor story.
Client Testimonials: Social proof that reinforces your track record and credibility.

Goal: Support decision-making and reinforce confidence to close the deal.

Strategically placing video at each step of your funnel doesn’t just make your marketing more engaging—it makes your sales process more efficient.

Platforms That Perform

Creating great video content is only half the battle—the other half is getting it in front of the right people. In commercial real estate, choosing the right distribution channels can dramatically increase visibility, engagement, and ultimately, conversions. Here’s where your videos can make the biggest impact:

LinkedIn: For Professional Reach and Credibility

LinkedIn is the go-to platform for B2B marketing—and CRE is no exception. Videos here get significantly more engagement than text or image posts. Use it to share market updates, deal stories, and thought leadership to your network. Don’t forget to upload videos natively (rather than sharing YouTube links) for better visibility in the feed.

Best for: Broker intros, market updates, client success stories.

YouTube: For Search and Evergreen Discovery

YouTube is the world’s second-largest search engine, making it a powerful tool for evergreen content. A well-optimized video with strong keywords can continue generating views and leads long after it’s published. Use playlists to organize content by property type, geography, or service.

Best for: Property tours, explainer videos, investment overviews.

Instagram, Facebook & TikTok: For Awareness and Reach

If you’re looking to build top-of-funnel awareness, these social platforms can work well—especially when showcasing visually striking properties or quick behind-the-scenes moments. Reels, Stories, and TikToks are ideal for short, engaging snippets that introduce your brand or highlight key features.

Best for: Behind-the-scenes content, quick tips, teaser tours.

Your Website: For Conversion and Credibility

Your website is your digital headquarters—and video can be a powerful tool to build trust and convert visitors. Embed videos on service pages, property listings, about pages, or your homepage to provide instant insight into who you are and how you work.

Best for: Broker intros, testimonials, service explainer videos.

Email Campaigns: For Direct Engagement

Adding video to email can increase click-through rates by up to 300%. Even a simple “watch this short video” CTA in a newsletter or property email can drive stronger engagement and help convey complex info quickly.

Best for: New listings, property updates, investor communications.

Matching the right video with the right platform ensures your content isn’t just seen—it’s seen by the right people, in the right context, at the right time.

Results You Can See

Video isn’t a trend—it’s a competitive advantage in commercial real estate. It boosts engagement, attracts higher-quality leads, and helps move deals forward faster. Whether it’s a property tour, market update, or client testimonial, every video is a chance to build trust and stay top of mind.

If you’re not using video yet, now’s the time to start. Keep it simple, stay consistent—and if you want help getting going or leveling up, let’s connect.fining your approach? Reach out and let’s talk about how video can work for your brand.

Because in CRE, the agents that show up on screen are the ones that stay top of mind.