It covers pre-production (shot lists, scheduling, getting the home ready), production (filming interiors, exteriors, drone and lifestyle footage) and post-production (editing, color, music, graphics, captions and exports for each platform).
Who handles it
- Videographers and production companies that film and edit custom videos.
- Real estate media companies that bundle video with photos, drone, 3D tours and floor plans.
- Agents and teams producing their own content in-house.
- AI tools that generate video from photos, which compress production into minutes.
What drives cost and time
- Time on site, which depends on the size of the home and the number of shot types.
- Drone and twilight shoots, which need separate scheduling.
- Editing complexity, length and rounds of revisions.
- Turnaround expectations.
- Music licensing.
Prices vary by market and package, so compare quotes on a per-video basis that includes revisions and delivery formats. AI has changed the workflow. Many production companies now use AI to turn photos into listing videos for standard properties and save filming for luxury, commercial or development projects.
Developers and brokerages comparing AI-assisted and traditional production mostly look at cost per video, speed and how many listings they can cover.
A good production process, whatever the method, delivers
- Horizontal and vertical cuts.
- An unbranded MLS version and a branded marketing version.
- Licensed music.
- Disclosed staging and edits.
- Delivery in time for the listing launch.