You have probably come this far because you are either a real estate agent or you work for a real estate company. No matter what the reason is, I will tell you something: if you are an old-school agent, hoping to sell a property by taking a few photos and listing the ad on multiple websites, you are destined to fail.
Today, the customer of this type of market has become very exigent. He is no longer satisfied with a good real estate portfolio. Now they want to see the property on video. And I do not mean a video with the images of the house, passed one by one as if it were a Google presentation.
The current style of promotion is video-marketing, a technique that has become the best tool for advertising the properties of real estate agencies, consolidating itself as the first source to be consulted by consumers in this market.
What the current clients are looking for is a video that impresses, excites and transports them to the home as if they were there.
They need to feel that this place has been created for them and their family, visualizing how happy they would be living there.
To achieve this goal you need to consider, among other things, three important factors that will make the difference:
Professional recording equipment, such as high-definition cameras and drones.
Videos with different shots, carefully taken and down to the detail.
Attractive and catchy background music that seduces the client and viralize the video.
In this article, we will focus on this last aspect, which is vital to exponentially increase the number of people interested in the properties and also the sales.
As a taste, we will show you the best three services to get the perfect music for your real estate videos.
However, before entering into matter with the musical aspect, we must clarify the following question.
Why should I use video to advertise a property?
As mentioned previously, the real estate industry has changed drastically and the way to reach potential clients as well. In the last few years, the number of videos to advertise properties has been multiplied.
This has been given the agencies a very good opportunity to take advantage of using video platforms such as YouTube.
This growing social network, which has more than a billion users, is the second medium with the most Internet traffic – after Google.
In addition, there are several statistics that have made real estate agents have opted for video-marketing as the main tool for promotion:
Video is the most widely used content format today, followed by blog articles and infographics.
The time spent by video consumers has increased by 100% since last year.
Every day more than 300 hours of video are uploaded to YouTube and 5 billion views are made.
This social network is currently the number one site that homebuyers use to research market opportunities. In fact, 36% of potential customers watch real estate videos before making the purchase.
Properties with video receive four times more interest than those without.
However, if we go beyond the numbers, producing real estate videos makes a lot of sense for several reasons.
Firstly, video is a dynamic and suggestive way of communication, which transmits much more information than simple images of the house.
Through a video, you have the opportunity to reach customers in a more efficient and attractive way, while offering them a much wider idea of the property and the benefits of acquiring it.
At the same time, the musical factor that real estate videos usually have incorporated is another of the reasons for developing this audiovisual product.
Music is 50% of the content of a video and, if used correctly, we will increase the interest of potential buyers.
We should look for catchy music that establishes a warm and relaxed atmosphere, and is in line with the style of the house.
There is no need to use popular themes or those of well-known artists. What we will need to keep in mind is the copyright of the songs we are going to use.
The need to respect copyright
Any video creator of any type should consider the use of music and sound effects to achieve a greater impact on their target audience. Real estate videos are also looking for that goal, so they cannot ignore the music factor.
However, the vast majority of songs are protected by copyright. In other words, in order to use them as background music for your videos, you will need to ask permission from the copyright owners.
Normally, these companies ask for a huge amount of money to allow the use of each of their songs, something that very few people are willing to assume. As a result, some people use copyrighted songs without the consent of the companies.
This is a risky thing to do, as labels will sue the infringers for financial claims or legal responsibility.
If you are not willing to take this risk and prefer to do things legally, it is best to learn how to choose the most appropriate royalty-free music for your videos.
Copyright-free music: what are my options?
In order to prevent any infraction on the copyright of the music used, there are two options:
Free music without copyright
Royalty-free paid licenses
The first option includes any musical theme under the Creative Commons license. This option would be the most appropriate if the video was intended for non-commercial use. However, it is not recommended for real estate videos for the following reasons:
You will need to make sure what type of Creative Commons license it is, as there are several of them and not all of them can be used in the same way.
You should mention the author of the music track in your video, something that will make him unprofessional.
The portals that allow downloading this type of music do not offer much variety, so your videos will not be original and will receive fewer visits.
The copyright of these songs may change in the future, so you may have to pay a fine later.
As you can see, there are some reasons for not using free music. In addition, the real estate market is a market that moves large sums of money, and you do not want to risk your sales by saving a few dollars on the music in your video.
Therefore, the most recommended way to sonorize your videos with first quality music is private licenses.
Best 3 Royalty-free Music Sites
Previously I mentioned the three most complete services to download legal music without copyright. These were Artlist, Epidemic Sound and Envato Elements. However, I did not tell you the reasons why they are the best choices for your real estate videos.
Another great option for adding background music to real estate videos is Epidemic Sound.
This Swedish company created in 2009 has one of the largest music libraries in the world, with more than 30,000 audio tracks and 60,000 sound effects.
As a differential component, Epidemic Sound has two features that set it apart from the competition:
One of them is called ‘Find Similar’ which will allow you to find songs similar to the ones you liked. An essential tool to follow a pattern in your real estate videos.
The other feature is called ‘Stems‘. This is an option through which you can remove different elements of a song, such as voice, bass or other instruments. With this attribute, you will be able to display your creativity to give an original touch to your videos.
In addition to these two features and its huge music library, Epidemic Sound has a monthly creator’s license – called ‘Personal Plan’-, which offers the following advantages:
Downloads to any device, whether smartphone, tablet or laptop.
Availability of new songs and sound effects every week.
Possibility of sharing videos on different social networks such as Facebook, Instagram or YouTube.
You will have peace of mind: you will not receive claims for royalties.
You can use all the music tracks you want during the subscription.
Once you have finished assembling your real estate video, you will probably share it on YouTube to give it greater visibility. Therefore, depending on the final usage (personal or professional) they offer two different plans:
Envato is possibly one of the best services of all those that distribute free-copyright music.
With a music library of over 90,000 music tracks – including sound effects and songs – you have access to a wide variety of genres without sacrificing maximum audio quality.
You can use their available filters to find the songs, not only by type but also by mood.
In addition, the majority of available tracks are intended to be used as background music, which is perfect to produce your videos for real estate companies.
Another advantage is that during the time you subscribe to their services, you can download all the soundtracks and musical effects you need, without any restrictions. In this way, you can try different songs in your video and see which is best suited to what you want to transmit.
This monthly subscription costs $16.50 and, in addition to the advantages mentioned above, provides the following benefits:
Access to new tracks added weekly
Unlimited use on all your YouTube channels and other social networks
No royalties or claims for rights claims
You can monetize your videos without restrictions
If you are not satisfied with the service, you can unsubscribe at any time.
Real estate video has become consolidated as the best tool to spread property promotions and increase their visibility.
Customers have changed their consumer habits in favor of video content, especially in social networks such as YouTube. Therefore, using real estate videos is a fantastic idea to increase property marketing and sales.
However, if we want to surprise the client and convince them to visit their future home, the video will have to be made in a careful way and with a professional set-up. But to achieve that special impact, there is one essential element: music.
Music has that powerful ability to create a strong emotional connection with your customers.
It is the key component in setting the mood of the video and helping to tell the story you want to present.
But, you have seen the negative effects of using any kind of music. If you do not respect the copyright of the songs, you will be unnecessarily risking harsh economic and legal consequences.
This is why I have presented you with the three best music solutions for your real estate videos: Epidemic Sound, Artlist and Envato Elements. All of them are specialized in offering background music created by independent artists, whose creativity and originality are beyond any doubt.
Through affordable monthly subscriptions – or annual in the case of Artlist-, you can access enormous music libraries where you can download all the tracks you want.
You do not need to worry about copyright or licensing at all. The platforms will take care of everything for you.
In addition to all the advantages that each of these platforms offers, you will have the opportunity to simplify your search work, being able to filter the songs by genre and mood. A very comfortable option to follow certain patterns and create your own style with your videos.
Now you have the tools to make a huge difference in the real estate market. Just choose one of them and start to scale your business from now.
Pablo Olóndriz founded Legis Music in 2016 and, since then, has been working non-stop on the online Royalty-Free industry, managing to build a great source of information for people who need amazing background music for their projects and videos.
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