Why Short-Form Video Reels Are Essential for Real Estate Success on Social Media

by / ⠀News / October 23, 2024
Real estate success
Grab attention in an instant. Hook interest in seconds. Drive traffic with ease. This is the power of short-form video content on social media – and it’s revolutionizing marketing for realtors and developers. Short-form video reels have become crucial for making high-impact first impressions online. Whether on Facebook, Instagram, TikTok or YouTube, eye-catching and succinct video content is king for engagement. Studies show that the average human attention span shrunk to 8 seconds in 2022. Short-form vertical video reels that showcase properties with dynamic visuals and motion are ideal for seizing attention fast. They provide a powerful hook to direct viewers to longer, more in-depth property tours and information. Luxury real estate marketing company BeFound Media and founder Naythan Lange have seen tremendous success using this video approach on platforms like Instagram and TikTok. As masters of the latest social media algorithms and engagement strategies, they demonstrate how real estate pros can follow a similar video-first approach to gain followers, improve visibility, and ultimately sell more high-end listings.

The Power of Short-Form Video

Attention is the keyword here – with so much content flooding people’s feeds, you must stand out immediately. Short vertical videos enable just that by condensing the most striking property highlights into bite-sized, eye-catching reels. Where a static image post might blend into the background, video commands focus through motion and audio. And with 9 in 10 consumers saying they’d rather watch a video to learn about a product than read text, short-form video reels are primed for real estate marketing. These quickly digestible video snacks also provide a gateway to direct viewers to places with more detail. A beautiful exterior shot or unique architectural feature in a 10-15 second Instagram Reel can entice viewers to swipe up for property tours, custom websites, and virtual staging tailored for high-end listings.
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Naythan Lange and BeFound Media’s Expertise

Real estate success 2 Founder Naythan Lange is a seasoned veteran of discriminating luxury buyers and what catches their attention across social media. As a top-producing luxury real estate filmmaker, he translates this expertise into one-of-a-kind video content perfectly tailored for showcasing upscale homes. BeFound Media takes a bespoke, white-glove approach to understanding each property and client. The team then crafts a customized social media video strategy using vertical short-form Reels and TikToks, plus additional supporting content across other channels. This innovative video-first method and social advertising precision have allowed Naythan Lange and BeFound Media to generate incredible exposure and engagement for luxury real estate listings across British Columbia. Their content regularly receives millions of views thanks to the magnetic and shareable short-form videos they create.

Achievements and Impact

Over the past decade, Naythan Lange has honed his skill in using short-form video to showcase luxury real estate to maximum effect. With a background in cinematic filmmaking, he brings savvy creative direction to every BeFound Media video reel. “In the early days, real estate agents focused heavily on long 3-5 minute property tour videos. But now, with shrinking attention spans, we need to lead with strong first impressions,” says Lange.  “That’s why we start with 15-30 second video trailers edited to perfection. They preview listings in the most stunning and succinct ways possible.” Lange’s team then provides full-length 4K virtual tours with cinematic drone footage on the back end. By combining short teaser reels with extended touring videos, listings attract more high-quality leads. It’s the best of both worlds. The numbers speak for themselves – in 2024 alone, Naythan Lange and the BeFound Media team generated over 100 million video views on Instagram. Their content reached 12.7 million unique accounts and attracted 635,000 profile visits in Q1 2024 due to the stickiness and spread of their short-form video ads. BeFound Media’s devotion to understanding client needs while optimizing reach through multiple platforms like Instagram, TikTok, YouTube, and Facebook has allowed listings to go viral easily through shares. For one luxury property, a 15-second video reel spotlighting the two-story custom-built home received over 160,000 plays in weeks. Plus, with an A+ rating from the Better Business Bureau and named one of the top 5% most Viewed Instagram Business Accounts in 2022 for their category, BeFound Media offers peace of mind that your listings are in expert hands.
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The Shift From Long-Form to Short-Form Content

While longer 2-3 minute listing videos used to be the gold standard across sites like YouTube, shorter is better for social media in 2024 – especially for attention-grabbing platforms like Instagram Reels and TikTok. Average engagement metrics on videos longer than one minute have dropped by over 65% in the past two years as social media feeds get crowded. At the same time, short videos under 30 seconds long see 30-60% higher average retention and completion rates. Short-form Reels and TikToks act as the spark to captivate potential buyers from the start. Real estate pros can guide engaged viewers to websites, custom landing pages, or YouTube for deeper property tours and information. This balanced combination yields more visibility and conversions across channels. And with attention spans shrinking faster than a backyard during a bidding war, agents are getting creative. Tools like an AI video translator can help repurpose those short-form hits for multilingual audiences without reshooting a thing—suddenly that 20-second property teaser plays just as well in Spanish, Mandarin, or French. It’s not about more content, it’s about making every second work harder.

Case Studies and Examples From BeFound Media

Take, for example, a $6.5 million mansion promoted through BeFound Media. They created an enticing set of 15-second exterior and interior Instagram Reels accented with music, transitions, and text captions to spotlight standout details. These Reels pulled viewers in, generating over 600,000 plays in weeks. Another campaign for a luxury beachfront resort (under construction) in Mexico made specifically for Instagram earned over 1.2 million views in 14 days and a viral reach of 700k+ people. BeFound Media continually experiments with new interactive content formats, like creative editing and transitions, to keep the viewer hooked and the potential buyer. Their innovation keeps short-form video content fresh, relevant, and high-performing across platforms.
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The Takeaway

The reality of today’s real estate world is that social media can make or break your listings regarding visibility and connecting with qualified buyers. Short-form vertical video reels have become the most valuable tool for showcasing properties quickly and effectively while directing eyes to your brand across channels. I encourage all real estate professionals to explore adopting short-form video ads into their social and digital strategy for 2025 with guidance from those already seeing major success – the team at BeFound Media. BeFound founder Naythan Lange offers free one-on-one social media and video content consultations to assess your digital presence and provide recommendations tailored to your listings and growth goals. Reach out at BeFound360.com to claim this free session and get hands-on advice for boosting your social media and conversions through short-form videos. Investing in video-first social media elevation from reception to closing is an investment in your future sales and brand authority.

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About The Author

Educator. Writer. Editor. Proofreader. Lauren Carpenter's vast career and academic experiences have strengthened her conviction in the power of words. She has developed content for a globally recognized real estate corporation, as well as respected magazines like Virginia Living Magazine and Southern Review of Books.

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