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Writing a script for a real estate video can become very easy once you have the right template.
When I start on a real estate script, no matter what the size or shape or look of the home, I know that I will need these three basic ingredients: Information, Adjectives and Narrative.
That’s it. With those simple elements you can easily create a script for any home or property.
Now let me elaborate: Information
This is the general knowledge you’ll need about the home’s specifications according to the real estate agent you’re working with. So the home’s square footage, amount of bedrooms and bathrooms, acreage as well as any other details that the agent wants to highlight.
That for me is the key. I don’t sell homes, so I always defer to the Agent for what they think are the highlights and points about the home they want emphasized in the video. Now that doesn’t mean you need to bring up every single detail in the video.
The video is just a teaser. It is not going to sell the home on it’s own and it doesn’t need to. It is there to pique interest and get buyers inside the home where the agent can work their magic. Don’t drown your audience in minutia, but instead give them breadcrumbs that will lead them to the conclusion that they just have to see the home.
This is where you take the mundane details of the home and turn them into something worth listening to. It would be easy to just list off every detail about the home in a bullet point type script, but it is also terribly boring and not what the audience or agent wants.
They already have the details of the home, but it’s the writer’s job to make an ordinary “master bedroom” into “a spectacular spa worthy master retreat.” Adjectives are words that describe or modify another person or thing in the sentence.
They enhance and enrich the boring specs of the home and should be used liberally. It’s a way to create a type of inception on the listener, so that when they see a bedroom we make them think it is an “exquisite room accented with mahogany and comfy, plush carpeting.” Adjectives allow us to embellish and take liberties making the home more than just walls, windows, a roof and floors.
It’s important to be aware of trends in the real estate community such as whether people like natural sunlight or LED lighting. Whether an open floor plan with large islands are better than pointing out a more segmented home with lots of separate rooms and spaces. If you are not aware of these types of trends or hot button topics, then just ask the agent because they will know them all.
Highly sought after gated community. Also I like to pay attention to alliteration or the occurrence of the same letter or sound at the beginning of adjacent or closely connected words. Such as “beautiful bedroom,” “perfectly placed private patio,” “a backyard BBQ worth boasting about.”
It just sounds fancy and keeps people engaged. Not essential and best not to be over used, but definitely something to pay attention to and try to sprinkle through out the script. Narrative, this is the final and most essential part of the script.
Real estate videos should be able to paint a picture of what it would be like if the person was to buy the home. In sales we call this “assuming the sale.” You guide them through the home, using the adjective+information formula, and give them insights to what the rooms would be used for in their life as if they have already bought the home.
Put the audience in the position of the homeowner and tell them what they will be doing in each room or what their family will be doing with their new backyard. It puts the prospect in the shoes of the homeowner and helps them ease into the reality of buying a new home. This will also help you tie elements of the script together and create a better flow throughout the video. Using the example details and adjectives above I will create a narrative.
With 8 beautifully detailed bedrooms you will find plenty of room for family or friends and they will be delighted by the spa quality bathrooms throughout the home. And with this massive butler pantry entertaining guests and love ones has never been easier.
When dinner is done and it’s time to wind down for the night you’ll find a whole lot of peace in your own private luxury theater.
This home is exquisitely detailed inside and out and being located in this highly sought after gated community you can rest easy knowing your safe and among great company. This is a quick example of how to go from bullet point details to a full blown narrative rich with imagery.
If you follow this easy template for real estate script writing you will be able to deliver a much better video to your clients and a much better experience for the audience. However, if writing and voiceovers just aren’t your thing and you’d rather stick to the visual side of the project, I’m for hire.
My real estate rate is $200 for the script (under 3 minutes) and $100 for voiceover work (under 5 minutes), so $300 for the total package. The great thing is that you don’t have to cut into your budget in order hire me or services like mine.
It’s best practice to reach out to the agent your working with and offer script writing and VO services for an additional $300. It allows you to offer more professional services to clients and keep money in your pocket.
But Who The Heck Am I And Why? Should You Believe Me?
I will let these industry stalwarts answer that bit.