Video-First Brokerages: How Content Strategy Is Reshaping Real Estate
A new breed of real estate brokerage is emerging: the video-first brokerage. These companies don't just encourage video marketing—they build their entire value proposition around content creation capabilities, providing agents with professional-grade tools, training, and infrastructure to dominate their markets through video.
Content is king, and marketing is proving to be the key to growth in 2025 & beyond. According to Inman News, brokerages that provide comprehensive video tools and training grew agent count 3x faster than traditional brokerages in 2024-2025, while also commanding higher average agent production.
The data is compelling: listings with professional video receive 403% more inquiries (according to NAR research), yet most brokerages still treat video as optional add-on rather than core capability.
Video-first brokerages flip this model—making professional video creation accessible, easy, and central to every agent's practice. This guide explores why this model is winning, which brokerages are leading it, and what it means for agents considering where to affiliate.
What "Video-First" Actually Means
Not Video-First:
- Brokerage mentions video in marketing materials
- Maybe offers video training once quarterly
- Agents responsible for own video production
- Video treated as luxury for top producers only
Actually Video-First:
- Infrastructure: Studio spaces, equipment, editing support
- Technology: Enterprise licenses for video tools provided to all agents
- Training: Comprehensive onboarding and ongoing education
- Culture: Video content expected, celebrated, rewarded
- Support: Dedicated staff helping agents create content
- Distribution: Brokerage amplifies agent content through channels
The Difference: Video-first brokerages make professional video creation turnkey, not aspirational
Why the Video-First Model Is Winning
Reason #1: Addresses Top Agent Priority
What Top Producers Want (2025):
- Lead generation support
- Marketing tools and training
- Technology platform
- Transaction coordination
- Brand and reputation
Traditional Brokerage Offer:
- Brand name
- Office space
- Basic CRM
- Commission splits
- Generic marketing materials
Video-First Brokerage Offer:
- Professional video capability (addresses #1 and #2)
- Integrated tech platform (#3)
- Marketing training and support (#2)
- Content distribution (#1 and #5)
- Plus competitive splits and coordination
Result: Top producers attracted to video-first model
Reason #2: Differentiation in Commoditized Market
The Challenge: Most brokerages offer similar value
Traditional Differentiation Attempts:
- "Our brand" (buyers don't care)
- "Our culture" (hard to quantify)
- "Our training" (mostly generic)
- "Our splits" (race to bottom)
Video-First Differentiation:
- "Our agents create professional video for every listing"
- "We provide studio, equipment, editing, distribution"
- "Your listings will outmarket competitors"
- Tangible, demonstrable, valuable
Recruitment Impact: Easier to show than tell ("Here's what our agents' content looks like")
Reason #3: Compounds Agent Productivity
The Productivity Multiplier:
Agent without video support:
- Creates video for 20% of listings (time/cost constraints)
- Those listings get 403% more inquiries
- 20% of inventory performing 4x better
- Overall production: Baseline
Agent with video-first brokerage support:
- Creates video for 100% of listings (easy, quick, free)
- All listings get 403% more inquiries
- 100% of inventory performing 4x better
- Overall production: 80%+ higher
Plus: Agent reputation as "the video agent" attracts more listings
Result: Same agent, better tools = dramatically more production
Reason #4: Content Creates Compounding Value
The Content Flywheel:
- Agent creates video (using brokerage tools)
- Video distributed (social, YouTube, website)
- Content performs (engagement, views, shares)
- Algorithm favors creator (more reach next time)
- Agent builds audience (followers, subscribers)
- Audience converts (leads and referrals)
- More content (easier with brokerage support)
Compounding: Each video builds audience, each audience member increases next video's reach
Long-term Value: Agent's content library and audience become assets
Reason #5: Data and Competitive Intelligence
What Video-First Brokerages Learn:
- Which video styles perform best
- Optimal video lengths per platform
- Best practices by market and price point
- Content that converts browsers to buyers
What They Provide Agents:
- "In your market, 45-second videos perform 30% better than 90-second"
- "Kitchen-first property videos convert 40% higher"
- "Post Tuesday-Thursday for 25% more engagement"
Competitive Advantage: Data-driven content strategy vs. guessing
The Video-First Brokerage Models
Model #1: In-House Studio Production
How It Works:
- Brokerage operates professional video studio(s)
- Agents schedule time to create content
- Professional videographers and editors on staff
- Agents get professional videos at cost
Example: Agent books 2-hour studio session:
- Creates 5-6 listing videos
- Records 10-12 social media clips
- Films market update and intro videos
- Professional editing included
- Ready to distribute next day
Cost to Agent: Often free or heavily subsidized ($0-50 per session)
Traditional Cost: $300-500 per video
Pros:
- Highest quality production
- Professional assistance
- Efficient batch creation
Cons:
- Requires physical presence
- Scheduling coordination
- Limited to agents near studio
Best For: Urban markets, high-producing agents, luxury focus
Model #2: Technology-Enabled (AI + Tools)
How It Works:
- Brokerage provides enterprise licenses to video tools
- Training on DIY video creation
- Templates and brand standards
- Support team for technical help
Tools Provided:
- Reel Estate or similar (listing video creation)
- Loom or Vidyard (personal video messages)
- Canva or Adobe (video editing)
- Teleprompter apps and scripts
Cost to Agent: Included in brokerage fees
Traditional Cost: $100-300/month if purchasing individually
Pros:
- Create anytime, anywhere
- No scheduling needed
- Fully scalable
Cons:
- Less professional than studio
- Requires agent effort and skill
- Quality varies by agent
Best For: Geographic markets, agents who want flexibility
Model #3: Hybrid Model
How It Works:
- Both studio access AND tools provided
- Luxury listings: Studio production
- Regular listings: AI-generated video
- Social content: DIY with tools
- Flexibility based on need
Cost to Agent: Included or tiered pricing
Pros:
- Best of both worlds
- Appropriate quality for listing tier
- Maximum flexibility
Cons:
- More complex
- Agents must know when to use which option
Best For: Diverse markets, teams with varied needs
Model #4: Outsourced Partnership
How It Works:
- Brokerage partners with video production company
- Negotiates volume pricing
- Agents order services through brokerage portal
- Brokerage subsidizes cost
Cost to Agent: Reduced (typically 50-70% off retail)
Pros:
- Professional quality
- No brokerage infrastructure needed
- Scalable
Cons:
- Still costs agents money
- Turnaround time (not instant)
- Less integrated
Best For: Brokerages testing video-first model, smaller brokerages
Leading Video-First Brokerages
Emerging Leaders:
Real Broker (Technology Model):
- Provides comprehensive video tool stack
- Training and templates
- Revenue sharing incentivizes growth
- Strong social media focus
Growth: 150% agent growth in 2024
eXp Realty (Hybrid Model):
- Virtual tools for all agents
- Some markets have studio access
- Comprehensive training platform
- Large agent base sharing best practices
Growth: Continued strong growth, video becoming differentiator
Compass (Investment in Tools):
- Significant marketing technology investment
- Some markets have content studios
- Professional marketing support
- High-end focus
Positioning: Luxury-focused video and marketing
Boutique Brokerages (Studio Model):
- Many small-to-mid brokerages building studios
- Local differentiation strategy
- Personalized support
- Market-specific advantage
Examples: Various regional players investing in studios
Impact on Agent Economics
Cost-Benefit Analysis
Traditional Agent (No Video Support):
- Annual video cost: $3,000-10,000 (if doing it)
- Or: No video marketing (missed opportunities)
- Marketing effectiveness: Baseline
Video-First Brokerage Agent:
- Annual video cost: $0-1,000 (subsidized/provided)
- Video for all listings
- Marketing effectiveness: 3-5x better engagement
The Math:
Cost Savings: $2,000-9,000 annually
Production Increase: 15-40% (from better marketing)
For $300K GCI Agent:
- Cost savings: $5,000
- Production increase: 20% = $60,000 additional GCI
- At 80% split = $48,000 additional income
ROI: Even if video-first brokerage takes slightly higher split, net income higher
Recruitment Advantage
What Top Agents Hear:
Traditional Brokerage: "We offer great splits and strong brand"
Video-First Brokerage: "We'll make you the best-marketed agent in your market. Here's what our agents' content looks like. Here's the studio. Here's the results data."
Which Pitch Wins?: The tangible, demonstrable value
The Content Advantage Compounds
Year 1: Foundation
- Agent creates consistent video content
- Builds small following
- Listings perform better
- Closes 15% more deals
Year 2: Growth
- Larger audience base
- Content reaches more people organically
- "Video agent" reputation
- Closes 30% more deals
Year 3: Dominance
- Large following (1,000+ engaged)
- Content regularly goes viral locally
- Top-of-mind for video/marketing in market
- Closes 50%+ more deals than baseline
The Compounding: Content library and audience become massive competitive advantage
Challenges and Considerations
Challenge #1: Not All Agents Use It
The Reality: Providing tools doesn't guarantee adoption
Usage Rates:
- 60-70% of agents actively use video tools
- 20-30% use occasionally
- 10% never use
Brokerage Response:
- Make video training part of onboarding
- Incentivize video creation
- Showcase top performers
- Eventually, cultural pressure
Challenge #2: Quality Control
The Problem: Not all agent-created content reflects well on brand
Brokerage Solutions:
- Templates and guidelines
- Approval process for branded content
- Training on quality standards
- Technology that ensures baseline quality (AI tools)
Challenge #3: Cost and Scale
The Reality: Studio model expensive, tech model scales better
Economics:
- Studio: High fixed cost, limited capacity
- Technology: Lower cost, unlimited scale
- Hybrid: High cost but flexible
Most brokerages gravitate toward technology model for scale
Challenge #4: Keeping Up with Platforms
The Problem: Social platforms constantly changing
TikTok one year, Instagram Reels next, YouTube Shorts after...
Brokerage Role: Stay ahead of trends, train agents on latest
What This Means for Agents
If You Create Video Actively:
Consider Video-First Brokerage:
- Get better tools than you can afford individually
- Reduce your costs
- Increase output
- Leverage brokerage distribution
Questions to Ask:
- What video tools/access included?
- What's the quality like? (see examples)
- What training provided?
- How do splits compare to current brokerage?
If You Don't Create Video (But Want To):
Video-First Brokerage Is Perfect Entry Point:
- Low barrier to start (tools provided)
- Training and support
- Other agents to learn from
- Makes video accessible
Consider: This might be the nudge you need
If You Resist Video:
Not Right Fit:
- Video-first culture will be uncomfortable
- Pressure to create content
- May feel left behind
Alternative: Traditional brokerage still exists (for now)
Reality Check: Video becoming standard across industry, not just these brokerages
The Future: 2026-2030
Prediction #1: Video Becomes Table Stakes
Today: Video-first brokerages are differentiators
Tomorrow: All competitive brokerages provide video tools/support
Result: Early movers have head start, others playing catch-up
Prediction #2: AI Levels the Field
What's Coming: AI video creation so easy that studio advantage diminishes
Impact: Technology model wins, studio model becomes niche
Prediction #3: Content Libraries Become Assets
The Evolution: Agents build valuable content libraries over years
The Value: 1,000+ videos, 10,000+ followers = transferable business asset
The Reality: Content-rich agents can move brokerages without losing audience
Prediction #4: Brokerages Become Media Companies
The Shift: Best brokerages operate like media companies with real estate focus
Content Strategy:
- Agent content aggregated
- Brokerage channels amplify
- Advertising and sponsorships
- Revenue diversification
Prediction #5: Traditional Brokerages Adapt or Die
The Pressure: Video-first model attracting top talent
The Choice: Invest in video capability or lose agents
The Reality: Most will adopt version of model by 2027-2028
Choosing the Right Model for You
Decision Framework:
You Value Structure and Support → In-house studio model
You Value Flexibility and Independence → Technology-enabled model
You Want Both Options → Hybrid model
You're Budget-Conscious → Technology model (lowest cost)
You're Video-Comfortable → Any model works
You're Video-Hesitant → Studio model (most support) or avoid video-first entirely
You're High-Producer → Studio or hybrid (worthy of investment)
You're Building Business → Technology model (affordable, scalable)
The Bottom Line
Content is king, and marketing is proving to be the key to growth in 2025 & beyond. Video-first brokerages aren't just ahead of a trend—they're defining the future of real estate brokerage.
By making professional video accessible to all agents (not just top producers), these brokerages are democratizing marketing capability and creating competitive advantage for their agents.
The question isn't whether video matters in real estate (it does). The question is whether your brokerage helps or hinders your video marketing efforts.
If you're at a brokerage that treats video as optional luxury, consider whether video-first model might better position you for success. If your current brokerage provides great video support, recognize and leverage that advantage.
The future belongs to agents and brokerages that embrace video—the technology, the culture, and the commitment to content excellence.
Questions to Ask When Evaluating Video-First Brokerages:
- What specific video tools/access is included?
- Can I see examples of agent-created content?
- What training is provided (initial and ongoing)?
- How does the brokerage distribute/amplify agent content?
- What are the actual usage rates among agents?
- How do commission splits compare?
- What happens to my content if I leave?
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