August 6, 2026
Photos or Video—What Does Your Property Really Need?
Not every property needs a video, and not every video pays for itself. How do you decide without paying for something you won't use?
This question comes up in almost every initial conversation, and the answer depends less on the property and more on what you plan to do with the material.
What Stills Does Better
Ad. Someone browsing a real estate listing looks at one photo per ad and decides in a split second whether to click. A video doesn't factor into this equation—it doesn't even play.
A photo also lasts. You can send it on WhatsApp, include it in a presentation, or print it out. A video requires the viewer to set aside some time.
What Video Does Better
Flow. The photos show the rooms; the video shows how they connect. In an apartment with a non-trivial layout—open, split, multi-level—this is the difference between “I get it” and “I’m not sure what’s there.”
Video also works on social media, where a static image hardly ever gets any attention.
How Do You Actually Make a Decision?
If the property is listed as "advertisement only": still photos. Video will not be used there.
If you're a real estate agent who also posts on Instagram: it's worth it. Videos work there, but photos don't.
Whether the property is expensive or unusual: it’s almost always worth it. A buyer considering a large purchase wants to get a sense of the space before visiting, and a video helps them do just that.
If the apartment is standard and priced at market value: usually not. The photos will do the trick, and it’s better to spend the money on better photos.
The Common Mistake
Shooting a video without knowing where it will be posted. A video sitting in a folder doesn't help anyone. Before you commission a video, it's a good idea to answer one question: Where will it be published?