What’s the Point of Real Estate Marketing Materials, Anyway?

Let’s be honest—why do real estate photos and videos even matter?

Sure, the easy answer is that they’re required to list a home on the MLS. If you want to sell a house, you’ve got to have them. But at Riley Visuals, we believe the truth runs deeper than that.

When it comes to selling a property, the core job of your photos, video, and 3D tours isn’t to sell the house. It’s to get potential buyers inside the house.

Wait, Isn’t That the Same Thing?

Not quite—and that nuance matters.We think of real estate marketing materials as part of a larger marketing funnel. If you're unfamiliar with that term, here’s a quick overview:

What is a Marketing Funnel?

A marketing funnel is a visual representation of the customer journey, from the moment someone first sees a listing to the moment they make an offer. It usually looks something like this:

Awareness → Interest → Decision → Action

In real estate terms:

• Awareness: A buyer sees a video or photo of the home.

• Interest: They click the listing and view the details.

• Decision: They decide to schedule a tour.

• Action: They walk through the home—and potentially make an offer.

Your media—the photos, video, and virtual tours—sit right at the top of this funnel. They’re the spark that drives everything else.

The Real Goal: More Eyeballs, More Showings, More Offers

Once you shift your mindset from “photos help sell homes” to “photos help get people in the door,” everything changes.

More views on your content =→ more showings→ more potential offers→ more successful closings

This isn’t groundbreaking—but sometimes it helps to zoom out and see the full picture. It helps you become more strategic about how you create and use your marketing materials.

So, What Makes Marketing Materials Effective?

Once you know your goal is to generate interest and get people to take the next step (seeing the property in person), you can tailor your content to do just that.

Here are creative ways to make your listing media irresistible:

1. Show the Lifestyle

Your listing isn’t just a house—it’s a life. Help potential buyers imagine what it’s like to live there.

• Cook a meal in the kitchen while highlighting appliances and space

• Show an RV pulling into the oversized garage

• Film kids playing in the backyard

• Feature someone working from the home office

• Host a staged dinner party or backyard gathering

• Roast marshmallows in the firepit

• Film a stroll to a nearby coffee shop or popular restaurant

• Drive up in a luxury car to create a premium feel

• Share who the home is a great fit for: families, remote workers, hobbyists, etc.

2. Get Twilight Content

Capture the home’s vibe at golden hour. Twilight video and photos create atmosphere—and leave people wanting to see more.

3. Focus on the Details

Zoom in on what makes the home special: textures, finishes, fixtures, and features that buyers will love but might otherwise miss.

4. Stage the Space (Physically or Virtually)

Well-staged homes feel warmer, more inviting, and easier to picture yourself in.

5. Add Some Personality

Create a humorous or narrative-style video about the neighborhood or a unique house feature. Make it memorable and share-worthy.

Now That You Have the Content—USE IT.

Your job isn’t done when the photos are delivered. How you use them is just as important as what they show.

• Post on social media regularly

• Send email blasts to your network

• Run paid ads targeting likely buyers

• Share your content in local groups

• Ask followers to share

• Run a giveaway to boost visibility

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And above all, include clear, simple calls to action:

• “Come to the open house this Sunday!”

• “Click here to schedule a private showing.”

• “Join us for a neighborhood walk-through event.”

Make it obvious what the next step is—because the goal is always to get people to experience the home for themselves.

Final Thought: These Materials Are the First Filter

Homes aren’t selling sight-unseen anymore. People are scrolling, swiping, and clicking through hundreds of listings. If your content doesn’t make them stop, you’ve already lost them.

Photos and videos don’t close the deal. But they are the reason people show up at the front door.

So use them intentionally. Use them creatively. And remember:

More eyeballs → more showings → more potential sales.