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TikTok is the fastest growing social media app ever because it features short videos made by the world’s best creators. We can all learn from these creators when it comes to making our listings’ videos more compelling.
One thing that almost all top TikTok creators do is make good use of their tools, and that includes AI software and add-ons that make producing and editing videos easier than ever before.
I’m sure you already know about ChatGPT, Perplexity, and other AI chatbots. But you may not know about equally powerful AI video tools. If you’re not using them for your listing videos, it’s time to start.
The AI tools are rapidly getting more powerful, and if you have integrated them into your workflow, you’ll be able to take full advantage of new capabilities as they roll out.
AI tools your team should already be using
If you hire professional videographers to create your property videos, they are probably already using AI add-ons in their video editing software like Adobe Premiere Pro or Apple’s Final Cut Pro.
These tools automate tedious tasks that used to take hours, such as colour correction, film style, re-timing, timeline navigation, and more. As a result, your video team should be getting your videos back to you more quickly than ever. Their turnaround time should be going down as their use of these tools goes up.
Besides speed of production, the quality should also be better. Your videos should now look and sound better than they ever have before. The colour, lighting, and effects are now so easy to adjust that your videos can be perfect.
In addition to the mentioned add-ons in the Adobe and Apple software, you also have the option of many third-party SaaS software tools like DeepBrain AI and Animoto. Even traditional real estate tools like Matterport have gotten AI upgrades.
My advice is to focus on mastering one or two core AI video tools at a time. Don’t try to adopt multiple AI tools at once. Start with one that can help you with your most pressing needs and learn to use it well before adding more software to your production stack.
In sum, when it comes to property marketing videos, your team should already be using AI to deliver better videos on a faster timeline than ever before. And if they aren’t, it’s time for them to start.
What’s next for real estate AI video
Over the next six to 12 months, even more powerful video tools will become available. You may have seen the demos for OpenAI’s text-to-video model called Sora.
Sora is mind-blowing. You just type a sentence or two to describe a scene, and Sora generates the video for you. Here is one use case: you are marketing a new apartment project and want to highlight the outdoor spaces.
With upcoming video tools like Sora, you will be able to upload your renderings and plans, then generate a video of an attractive young family enjoying the outdoor space.
Unlike generic stock footage, this AI video will be site-specific. It might show the family playing with your planned building in the background. The park will have the exact features and dimensions of the actual park the developer intends to build.
You will be also able to quickly build virtual tours from a floorplan and handful of photos. You’ll be able to create entire 3D walkthrough models of unbuilt projects much more easily. Rather than spending hours building a virtual model, you’ll be able to describe the building just by typing some text, and then uploading your plans and specifications.
This will be a better way of helping buyers visualise themselves in the project.
What comes after that will be even more exciting. Once these tools can generate video, the next challenge will be to generate immersive virtual environments. Not just the 3D walkthroughs that we already have, but a full virtual world that you can explore with something like the Apple Vision Pro.
Three takeaways
If you care about the marketing of your properties, then AI video is something you must take seriously. Here are the three key takeaways that should stay with you after you read this article.
First, you should be improving your video production process and results using the AI tools that have already been released.
As soon as next year, tools like Sora will be useful in creating video and 3D immersive walkthroughs that can be viewed on traditional screens and on 3D devices like the Apple Vision Pro.
Finally, the results will be increased engagement. These videos will help buyers fall in love with properties before they see them in person. The leadership you demonstrate in using these tools will help you win more listings.
Daniel Ho is the co-founder and group managing director of Juwai IQI.
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