The Monthly Market Update Video: How Estate Agents Turn Local Figures into Instructions

Two estate agents cover the same patch of Bristol. The first posts the properties on his books every week: photos, price, number of bedrooms. The posts get a handful of likes, mostly from colleagues. The second posts one 90-second video a month: ‘What happened to the Bishopston property market in September’. Three figures, what they mean for sellers, what they mean for buyers and an invitation to book a valuation.

Her September video was watched 4,000 times, was shared in two local community groups and led to two valuation requests. One of them became a sole agency instruction. The first agent had more stock. The second had something homeowners actually wanted: information about their own home.

In this article we look at why the monthly market update video is one of the most effective formats for winning instructions, which data to use, how to structure a 90-second script, and how to produce and distribute the video every month without losing a whole day.

Why market update videos win instructions

The person who watches a property listing is a buyer, and only if that particular property suits them. The person who watches a video about their neighbourhood market is any homeowner in the area, even one who won’t think about selling for another two years. And every homeowner shares the same curiosity: what is my house worth today?

• It answers the question that matters most. Homeowners mentally compare their own property with the figures they see.
• It builds authority. The agent who explains the market every month becomes ‘the agent who knows the area’.
• It creates a recurring reason to get in touch. Instead of sending ‘Are you thinking of selling?’, you send something genuinely useful.
• It’s shareable. Residents share it in local Facebook groups, on Nextdoor, in the family WhatsApp and with neighbours.
• It works in any market. When prices are rising, the message is ‘it’s a good time to sell’. When they’re flat, it’s ‘the right price sells, an optimistic price sits’.

Which figures to use

You don’t need a twenty-page report. You need three or four clear figures, always the same ones, so your audience can compare month on month.

• Average asking price per square foot in the area, and the change on the previous month and the previous year.
• Number of properties for sale, and how many new listings came onto the market during the month.
• Properties sold STC or under offer, from your own branch, your network and the portals.
• Average time on the market: how many days pass between going live and agreeing a sale.
• Mortgage context: the latest Bank of England base rate decision or the direction of fixed-rate mortgage deals, in one sentence.

Where to find the figures

Combine public sources (HM Land Registry price paid data, the ONS House Price Index, Rightmove and Zoopla market reports, Bank of England rate announcements) with your own data: your branch’s listings, viewings, offers and sales agreed. Your own data is what makes the video unique. ‘In our branch, well-priced two-bed flats are going under offer in 24 days’ is worth more than any national average.

Be rigorous: always state the source and the period, round honestly, and never invent a trend to create urgency. Remember that Land Registry figures lag by a few months and that portal figures are asking prices, not sold prices. One wrong number destroys the credibility the format builds.

The 90-second structure

1. Hook (0–5 s). A question or a surprising figure: ‘Two-bed flats in Bishopston are going under offer in 24 days. A year ago it was 48.’
2. The three figures (5–40 s). Price per square foot, available stock and time on the market, each with one sentence of context.
3. What it means for sellers (40–60 s). ‘If you’re thinking of selling, getting the price right from day one makes all the difference. Homes marketed above the market have been sitting for more than four months.’
4. What it means for buyers (60–75 s). ‘If you’re buying, the good properties are going quickly. Get your mortgage in principle sorted before you view.’
5. Call to action (75–90 s). ‘Want to know what your home is worth today? Send me a message and I’ll do a free valuation this week.’

Example script

‘Hi, I’m Emma, an estate agent in Bristol, and this is your Bishopston market update for September. First figure: the average asking price has reached £455 per square foot, up 4% on a year ago. Second: there are 46 homes for sale in the area, ten fewer than in June. Third: well-priced two-bed flats are going under offer in 24 days. For sellers, that means there’s demand, but only for properties priced correctly. For buyers, it means you’ll need to move fast. Want to know what your home is worth today? Send me a message and I’ll do a free valuation this week.’

Turning figures into visuals

Figures spoken aloud are forgotten within seconds. Figures on screen stick. For each data point, use large, simple text over an image of the neighbourhood: ‘£455/sq ft (+4%)’, ‘46 homes for sale’, ‘24 days’. Use real photos of the area, of properties you’ve recently sold or of recognisable streets. Residents should recognise their neighbourhood in the very first second.

How to produce the video in minutes with imovpro.ai

The biggest barrier to a monthly video isn’t the idea, it’s the production. Filming, editing, captioning and exporting in several formats can take a full day. With imovpro.ai, the whole process fits into a morning:

• Upload photos of the neighbourhood and of the properties sold or under offer that month.
• Paste in your 90-second script and choose a professional AI-generated voiceover, or record your own.
• Add the figures as on-screen text, scene by scene.
• Switch on automatic captions: most people watch videos on their phone with the sound off.
• Export in vertical format for Reels and Stories, square for the feed and landscape for YouTube and email.

If you’d rather be on camera, record a five-second intro on your phone (‘Hi, I’m Emma and this is the Bishopston market’) and add it to the start. The agent’s face builds trust; the figures and visuals do the rest.

Where to share it

• Social media. Instagram, Facebook and TikTok, with a short caption and the neighbourhood name in the text so it appears in local searches.
• Community groups. Share it in local Facebook groups and on Nextdoor where the rules allow; that’s where the homeowners are.
• WhatsApp. Send it individually to the homeowners in your database who have opted in, with a personal line: ‘I’ve put together the market update for your area and thought you’d like to see it.’
• Monthly email. Put the video at the top of your newsletter, with the figures in text as well.
• Google Business Profile. Post the video on your profile to strengthen your local presence.
• Valuation appointments. Show your latest video at the start of the meeting: it’s the best proof that you know the area.

The monthly routine

• Days 1–2: gather last month’s data (portals, your branch, official sources).
• Day 3: write the script using the 90-second structure.
• Day 3: produce the video in imovpro.ai and export the formats.
• Day 4: publish on social media and send it by WhatsApp and email.
• Days 5–10: reply to comments and messages, and book valuations.

Publishing at the same point each month builds anticipation. By the third month, some residents will be waiting for it.

How to measure results

Views are an indicator, not a goal. Measure what matters to the business:

• Valuation requests received in response to the video.
• Replies to the WhatsApp message sent to your homeowner database.
• Valuation appointments where the homeowner mentions the video.
• Instructions won after six and twelve months.

Always ask the people who contact you: ‘How did you hear about me?’ After a few months, you’ll see that the monthly video is one of your main sources of instructions.

Mistakes to avoid

• Too many figures. Three or four is enough. Any more and nobody remembers them.
• Too large an area. ‘The UK housing market’ isn’t of particular interest to anyone. ‘The Bishopston market’ interests every resident.
• No call to action. A video without a call to action is free information with no return.
• Inconsistency. One video in March and another in August won’t build authority. Regularity is what works.
• Overstating the trend. Dramatising a rise or a fall to create urgency destroys trust.
• Long videos. Beyond two minutes, most people drop off.

Monthly market update video checklist

• Area defined (a neighbourhood or postcode district, not the whole city).
• Three or four fixed figures, with source and period.
• 90-second script: hook, figures, sellers, buyers, call to action.
• Figures on screen and recognisable photos of the neighbourhood.
• Automatic captions and a professional voiceover.
• Three formats exported: vertical, square and landscape.
• Shared on social media, community groups, WhatsApp, email and Google Business Profile.
• Valuation requests logged in your CRM with the source ‘market video’.

Frequently asked questions

Do I have to appear in the video?

No. A video with images of the neighbourhood, figures on screen and a professional voiceover works well. Appearing for a few seconds at the start adds a personal touch, but it isn’t essential.

What if the market is falling?

The video is still useful, perhaps even more so. Homeowners want to understand what’s going on, and the agent who explains it honestly earns their trust. The message becomes: ‘Priced correctly, homes are still selling.’

How often should I post?

Once a month is the ideal pace: it gives the figures time to change and it’s sustainable. In busy areas, you can add a short mid-month video about a specific sale.

Can I use data from Rightmove and Zoopla?

Yes, as long as you credit the source and make clear they are asking prices, not sold prices. Wherever possible, combine them with Land Registry data and real figures from your own branch.

How long does it take to produce?

Once the data is gathered and the script is written, production in imovpro.ai takes just a few minutes, including captions, voiceover and export in every format.

Conclusion

Homeowners don’t follow estate agents because of the properties they have on their books. They follow them because they tell them something about the home they live in. A 90-second video each month, with three honest figures about the neighbourhood, makes you the go-to agent for the area, and that’s who homeowners call when they decide to sell.

Pick your neighbourhood, gather three figures and create your first monthly market update video this week with imovpro.ai. In six months’ time, yours will be the name the neighbours recommend.