In 2017, when we launched Realkit, our focus was clear—deliver high-quality real estate photography that set listings apart. At the time, real estate photos were seen as a premium product. Agents would often get by with a single front-of-house image in a newspaper ad, and even video was reserved for luxury listings, typically in the form of cinematic, slow-paced property films that lasted three to five minutes.
Fast forward to today, and the landscape of real estate media has transformed. Video is no longer just an added bonus for high-end homes—it’s a critical marketing tool for every listing, from luxury estates to one-bedroom condos. And even more importantly, how video is consumed has changed, with vertical video dominating social media platforms like Instagram Reels, TikTok, and Facebook Stories.
For real estate agents looking to expand their reach and attract more buyers, incorporating both horizontal and vertical real estate videos is now the key to maximizing exposure and engagement.
The Shift to Vertical Video in Real Estate
Post-2020, social media consumption changed dramatically. The short-form, vertical video format that originally gained traction on Snapchat and Vine became mainstream with the explosive growth of TikTok. In response, Meta prioritized vertical content, launching Instagram Reels and Facebook Stories—both of which now outperform traditional horizontal video posts in reach and engagement.
According to a study by Hootsuite, vertical videos on Instagram receive 58% more engagement than landscape videos. TikTok’s algorithm further reinforces this trend, with videos optimized for the vertical format receiving higher visibility and interaction.
For real estate agents, this presents a massive opportunity to market listings in a format that aligns with today’s consumer behavior.
Why Real Estate Vertical Video Works
1. Higher Engagement & Better Performance
Listings featuring vertical video see significantly higher organic reach on platforms like Instagram Reels and TikTok. These videos feel native to mobile users, making them easier to consume, share, and interact with.
2.Increased Lead Generation from Social Media
Agents who consistently use video—especially those who incorporate on-camera introductions or walkthrough narrations—report an increase in direct inquiries from social media. Viewers are more likely to DM an agent or comment on a video than they are to send a cold email.
3.Social Media is a Primary Marketing Channel for Real Estate
According to a 2023 National Association of Realtors report, social media is now the top marketing channel for real estate professionals, surpassing traditional online listings. Agents who leverage both horizontal and vertical video are seeing the best results—horizontal for MLS and listing pages, vertical for Instagram, Facebook, and TikTok marketing.
Overcoming the Challenge of Vertical Video in Real Estate
When vertical video first started gaining traction, we were hesitant. The wide, sweeping views of a home, which make real estate photography and video so compelling, don’t naturally fit into a 9:16 aspect ratio. A vertical frame tends to emphasize ceilings and floors rather than the overall flow of a space.
However, the performance data made it impossible to ignore. Agents who incorporated vertical video into their marketing strategies saw significantly higher engagement than those relying solely on traditional landscape videos.
Best Practices for Real Estate Vertical Video
- Keep it Short & Engaging – Aim for 30-60 second highlight videos showcasing the best features of the home. Fast-paced editing with trendy music performs well.
- Use Vertical & Horizontal Together – Horizontal for MLS, websites, and listing pages; vertical for social media.
- Agent On-Camera Introductions – Adding a brief intro from the listing agent can boost engagement and build brand recognition.
- Include a Call-to-Action – Always end with a strong CTA, such as “DM me for details” or “Click the link to schedule a showing” to encourage direct engagement.
- Post Consistently – The most successful agents use video marketing on every listing, not just high-end properties. This signals consistency, commitment, and professionalism to both buyers and sellers.
Final Thoughts: Is Vertical Video a Must for Real Estate?
The short answer? Yes.
Video is no longer optional in real estate marketing—it’s the industry standard. And with the rise of TikTok, Instagram Reels, and Facebook Stories, vertical video has become just as important as traditional real estate listing videos.
For real estate professionals looking to increase their reach, attract more leads, and stay ahead of the competition, a dual approach—using horizontal video for listings and vertical video for social media—is the best strategy.
If you’re not using video yet, now is the time to start. And if you’re only using horizontal video, it’s time to go vertical.
Want to Elevate Your Real Estate Video Marketing?
At Realkit, we specialize in high-quality real estate media, offering both horizontal and vertical real estate videos to maximize your listing’s exposure.
📲 Book a Shoot Today and give your listings the attention they deserve.
