CREview Ep. 4
Best & Worst Soundtracks for CRE Marketing Videos
Josh and Dylan review a well-produced Colliers video, praising the cinematography but criticizing an oddly mismatched, emotional nature-style soundtrack.
Key Takeaways
High production value, drone footage, graphics, and strong walkthroughs, can be undermined by a mismatched or distracting soundtrack.
Video length matters; content over two and a half minutes risks losing viewer attention outside a highly targeted, high-value audience.
Music choice should support the property's story rather than pull attention toward an unrelated emotional register.
Even strong, well-produced property content can benefit from emojis and shorter copy to improve scannability.
High-value property listings can justify significant production investment, but execution details like music still matter.
Frequently Asked Questions
Very important; a soundtrack that doesn't match the tone of the content can distract viewers and undermine an otherwise well-produced video.
Shorter is generally better; videos over two and a half minutes risk losing viewer attention outside of a highly targeted, patient audience.
Not on its own; strong visuals and drone footage still need supporting elements like appropriate music and concise copy to be fully effective.
Yes, emojis can help break up longer copy and improve scannability, even for high-end, professionally produced content.
Yes, emojis can help break up longer copy and improve scannability, even for high-end, professionally produced video content.
It can distract viewers and undermine an otherwise well-produced video, pulling attention toward an unrelated emotional register.
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