1. Choose a useful length before you write
A script expands to fill the space you give it. Set the target first so the property's strongest details survive the edit. The figures below are planning ranges, not platform rules; delivery speed, pauses, street names, and numbers all affect the final runtime.
| Target | Rough word budget | Best use | What fits |
|---|---|---|---|
| 30 seconds | 55–70 words | Just-listed teaser or open-house reminder | Hook, two highlights, CTA |
| 60 seconds | 115–140 words | Primary social listing video | Hook, four highlights, location context, CTA |
| 90 seconds | 170–205 words | Property page or longer tour | Arrival, room sequence, details, outdoor space, CTA |
Read the draft aloud with a timer. If it runs long, remove a weaker feature rather than rushing the performance. Viewers need enough silence to absorb the photos and motion.
2. Complete a one-page listing brief
Do not draft from memory. Pull the current, approved facts from the MLS entry, seller disclosure where appropriate, and brokerage-approved marketing materials. Then fill in this brief before choosing adjectives.
Listing video brief
- Property: [street or approved location reference]
- Verified basics: [price] · [beds] · [baths] · [square footage]
- Primary hook: [the single most visually distinctive feature]
- Supporting features: [feature 2] · [feature 3] · [feature 4]
- Approved location fact: [specific, objective point only]
- Desired action: [schedule a showing / attend the open house / contact agent]
- Required disclosure or brokerage line: [exact approved wording]
- Words to avoid: [unverified claims, protected-class references, unsupported superlatives]
The primary hook should be visible, specific, and defensible. “A wall of glass opening to the covered terrace” gives the editor a shot to use. “Your dream home” says nothing about the property and centers the imagined buyer instead.
3. Copy the template that matches the edit
30-second real estate video script
Hook: “[Specific property feature] sets this [property type] at [street or area] apart.”
Proof: “Inside, [verified interior feature] connects to [second visible feature], while [outdoor or bonus feature] adds [objective function or benefit].”
Basics: “The home offers [beds] bedrooms, [baths] bathrooms, and [verified square footage] square feet.”
CTA: “See [street or area] in person. Contact [agent or brokerage] to schedule a showing.”
60-second real estate video script
Opening: “At [street or approved area], [specific signature feature] gives this [property type] a memorable first impression.”
Arrival: “The [objective exterior detail] leads into [entry or main living detail], where [visible material, window, ceiling, or layout feature] defines the space.”
Main rooms: “The kitchen pairs [verified feature] with [verified feature] and opens to [adjacent room or outdoor area]. Nearby, [second room] offers [visible, factual detail].”
Private or outdoor space: “[Primary suite, terrace, yard, or amenity] adds [objective function], with [specific visual detail] completing the setting.”
Basics and CTA: “With [beds] bedrooms, [baths] bathrooms, and [square footage] square feet, [street or area] is ready to tour. Contact [agent or brokerage] for showing details.”
90-second real estate video script
0–10 seconds · reason to watch: “[Signature visual] is the defining feature of this [property type] at [street or approved area].”
10–25 seconds · arrival: “From [exterior detail], the home opens into [foyer or main room]. [Windows, ceiling, material, or layout detail] brings [objective effect such as natural light or connection between rooms] to the main living area.”
25–45 seconds · kitchen and gathering space: “In the kitchen, [verified appliance, surface, storage, or island detail] supports [plain-language function]. The adjacent [room] continues to [patio, dining area, view, or other visible connection].”
45–65 seconds · private rooms: “The [primary suite or bedroom count] includes [verified detail]. [Additional room or flexible space] provides [objective current use or permitted feature—avoid guessing future use].”
65–80 seconds · exterior or location: “Outside, [yard, pool, terrace, or parking detail] adds [objective function]. [Approved location fact] is [verified distance or neutral geographic context].”
80–90 seconds · close: “[Street or approved area] offers [beds] bedrooms, [baths] bathrooms, and [square footage] square feet. Contact [agent or brokerage] to arrange a private showing.”
4. Match every line to the visual sequence
A good script does not merely describe the property. It arrives at each detail when the viewer can see it. Build the visual order first, then place one narration idea against each scene.
| Visual | Narration job | Avoid |
|---|---|---|
| Exterior or signature room | Give the most specific reason to continue | Generic welcome lines |
| Entry and main living area | Explain layout or a visible architectural detail | Reading the bed-and-bath count too early |
| Kitchen and adjacent space | Name verified materials, appliances, or connections | Claims the image cannot prove |
| Primary suite or bonus space | Describe present features and approved use | Assuming who will occupy the room |
| Outdoor area or closing exterior | Give neutral location context and one CTA | Multiple phone, URL, and showing instructions |
If you are building the visuals from still photography, use the ordering and review process in our guide to making a real estate video from listing photos.
5. Run an accuracy and fair-housing review
Video narration is advertising. Review it with the same care as the MLS remarks, on-screen text, captions, and paid promotion. Requirements vary by jurisdiction, brokerage, and MLS, so this checklist is a production safeguard—not legal advice.
- Confirm price, status, bedroom and bathroom counts, square footage, fees, and dates against the current approved source.
- Remove “only,” “best,” “guaranteed,” and similar claims unless they are both supportable and approved.
- Describe the dwelling and its features rather than an ideal buyer, resident, family type, religion, ability, or other protected characteristic.
- Check school, commute, walkability, view, renovation, and boundary claims with an authoritative source; remove them when uncertain.
- Do not narrate a room, finish, appliance, or amenity that is absent from the final visual sequence.
- Use the seller's and brokerage's approved property language, disclosures, logo treatment, and contact details.
- Have a second person compare the final audio, on-screen text, and captions with the listing facts.
HUD's fair-housing advertising guidance explains how words, phrases, symbols, and visual aids can signal an unlawful preference or limitation. Review the current HUD advertising guidance and your state, local, brokerage, and MLS requirements before publication.
6. Prepare the final narration
Format the approved script for the person—or text-to-speech system—reading it. Spell out ambiguous abbreviations, add pronunciation notes for street and community names, and place a line break wherever the edit needs a pause. Write prices and measurements the way they should be spoken.
- Record one clean read. Do not make timing decisions from silent copy.
- Listen without the visuals. The story should remain clear and factual.
- Watch without sound. On-screen text or captions should preserve the essential facts and CTA.
- Watch once at normal speed. Confirm the narration and visual match at every transition.
- Approve the exact export. A corrected script is not enough if the old audio remains in the file.
The best listing-video script is not the longest description. It is the shortest accurate path from a strong visual to a showing request.
Common questions
Should the agent appear in the listing video?
Only when the agent's presence serves the concept. A direct-to-camera opening can add a personal introduction; a property-only narration keeps attention on the home. Choose one approach deliberately instead of switching styles without a reason.
Should the script repeat every property detail?
No. Put comprehensive facts in the listing page and description. Use narration for the details the viewer can understand visually, the property's organizing idea, and the next action.
Can an AI write the first draft?
Yes, but the agent or brokerage still needs to verify every fact, remove unsupported language, check fair-housing and advertising requirements, and approve the final audio. Treat generated copy as a draft—not a source.