Property marketing has an unusual shape: the asset is unique, expensive, and cannot be shipped, so every listing is its own campaign. Video is close to mandatory, and the constraint is not whether it helps but how much production a single listing can justify.
Where generated video fits, and where it does not
This distinction is the whole article, so it comes first.
It does not replace the walkthrough. A buyer deciding on a property needs to see the actual rooms, in sequence, at real proportions. That requires filming the property, and no generative tool substitutes for it. If you only make one video per listing, make that one, on a phone if necessary.
It does replace the surrounding material, which is where most agents have nothing. The teaser that announces a listing before the full tour exists. The neighbourhood and lifestyle framing. The seasonal or thematic campaign. The agency brand content that has no single property at its centre. These are the pieces that never get made because a production budget per listing is unthinkable.
Practical uses
- The pre-listing teaser. Short, vertical, built from a handful of stills, published the day the listing goes live and days before a full tour is edited.
- The lifestyle frame. What living in this area is like, which is what a buyer is really purchasing and which a room-by-room tour never conveys.
- Agent and agency brand content. Introductions, market updates, anything with a message rather than an address.
- Social repurposing. A vertical cut of the listing's key selling point, pointing back at the full tour.
What to give it
Photographs of the property, or a description if the shoot has not happened. Freestyle mode is the right route when there is no listing page yet: describe the setting, the light, the mood, and the agent plans and renders it.
The concrete details matter more than adjectives. Time of day, quality of light, materials, whether the camera moves. "Late afternoon sun through tall windows onto a wooden floor, camera moving slowly forward" produces something; "beautiful modern apartment" produces a guess.
Regulatory caution, which is not optional here
Property advertising is regulated in most markets, and misrepresentation carries real consequences. Generated imagery must not imply features, dimensions, views or finishes the property does not have. Use it for atmosphere and for material that is clearly promotional; use actual photography and video for anything a buyer could reasonably treat as a representation of the property itself.
When in doubt, the rule is simple: if a buyer could feel misled on viewing, do not publish it.
What you get
MP4 in 9:16, 16:9 or 1:1, at 720p by default and 1080p on the premium models. Short single clips of about 12 seconds on the €5 entry offer, or multi-chapter videos of 24, 32 or 36 seconds on the paid plans, built from 12-second chapters with audio continuity.
The realistic role
Generated video will not sell a property. It fills the gap between "listing is live" and "proper tour is edited", and it gives an agency a way to be present on social channels continuously rather than only when a shoot happens. For a small agency, that continuity is worth more than any single asset.
Related reading: Freestyle mode and Landing page videos.