The viewer’s heart is won through the ears, not the eyes
From The Goal of Real Estate Video Is to Spark Interest:
“Buying a home is an emotional purchase, so residential real estate video is not informational — it’s aspirational and sells emotion and lifestyle.”
When I first started learning about real estate media, I noticed that many videos showcasing true skill from the videographer and editor end up feeling dull because of too neutral music. It just filled the silence, but was emotionless. After that, I watched a huge number of videos and realized that this is a very common problem in our industry. Professionals are happy to spend thousands on equipment, but it rarely crosses their mind to give music any significance.
I’ve been meaning for a long time to write an article about how the musical component of real estate video is just as important (and possibly even more important) than the visual component when it comes to emotional impact on the viewer. Recently, I came across an educational video for videographers that perfectly confirmed what I had strongly felt but hadn’t yet put into words:
“80% of what makes a video feel premium is the music. The song really does 80% of the work. And the footage is just a visual layer on top of the emotional foundation that the music has already built. The song is the video, and everything else around it is just decoration.
Go look at all the videos that you love, all the videos that inspire you. And I guarantee you: the song is either catchy, exciting, moving, motivating, and above all, it’s memorable. And this isn’t just my opinion. There is actual research that backs this up. The brain processes sound 80 milliseconds faster than it processes visual infrmation. This is primitive wiring in our brains. Sounds wire you to anticipate what’s coming. That means the first impression of your video is the song. It’s not the shot, it’s not the color grade. The music hits the brain before the viewer has even registered what they’re looking at. And there is a study out of Nature Neuroiscience that shows that the music releases dopamine, the feel-good chemical. The emotion fires before the rational mind catches up.
So when you pick the right song, you are literally programming an emotional response in the viewer before the first frame even appears. Music is what makes your video come alive.”
That’s why I place enormous importance on music selection. I’ve spent long hours choosing soundtracks — candidates go through a selection process that’s no less strict than casting actors in Hollywood. 🙂
The beauty and emotional impact of the chosen music is amplified then by the “Edit to beat” method. The combination of these two factors makes the video’s impact on the viewer truly powerful.
The music selected for the video and “editing to beat” are also used for Rhythmic Photo Tours (videos made of still images). This perfectly explains the phenomenon mentioned in the product description:
“Surprisingly, our Rhythmic Photo Tours create an experience that feels more like a video than just browsing through a static photo gallery, all at a tiny fraction of what a video would cost. No wonder one client called this kind of tour “Almost a video — almost for free.””
Really, “The song is the video, and everything else around it is just decoration”!
Typically, real estate agents simply order a video or a Rhythmic Photo Tour without going into details. However, you can choose the music according to your own taste or your client’s preferences. The soundtracks that have passed Hollywood-level casting can be listened to here. Just send me the track number when you place an order.