As the demand for video in our industry grows, there seems to be a lot of controversy around what approach to take. Some people think quick tours with a basic narration and no music is the way to go, others prefer a more polished lifestyle type video with carefully executed story lines and sometimes even actors. Then there is the word of cinematic real estate video where agents and filmmakers alike are pulling out all the stops and creating full-on mini movies in an attempt to pull the viewers in and actually create an emotional connection between them and the property. I think it's safe to say that there's no single "right" way to do it; there is just what makes sense for each market and if you want to be successful offering video, you should try to figure out which approach will work best for your market.
Just for fun, I wanted to share the work of a few people/studios who are absolutely killing it in the cinematic real estate video world. If you know of anyone else that should be recognized please feel free to share their name in the comments below.