Have you heard of the “sneaky” listing video? If not, there’s a reason…
It’s a super-secret, covert tactic used by the savviest agents to promote their listings—without it looking like they’re promoting their listings.
Shannon Gillette, one of the creators of this strategy, explained it on this week’s Walk Thru.
The essence of the strategy is simple: buyers care about more than just the house. As Shannon explains in her breakdown, they’re interested in the neighborhood, the lifestyle, and the vibe of the town. In fact, she doesn’t mention the house at all until the very end of her video.
In the caption, she highlights the price right away and makes another reference to its amazing location, saying, “Just $550,000 and a short bike ride to Downtown Gilbert!”
She then directs viewers to take the full tour on YouTube and dives into the home’s features later in the caption.
Why It Works
The brilliance of this video lies in the hook:
“Most real estate agents are starting their listing videos all wrong.”
This opening does two key things:
- It captures your attention and keeps you watching to find out the answer.
- It throws subtle shade at other real estate agents, making viewers think, “Hmm, she’s right! My real estate agent posts standard listing videos, but Shannon is doing something outside the box. Maybe I’ll work with her next time!”
This is a perfectly executed video by Shannon Gillette, but that’s not all she does. She breaks down her full content strategy—which helps her sell over 200+ homes a year—on The Walk Thru.
Another Example: Marie Lee’s “Sneaky” Listing Video
Another great example of a “sneaky” listing video is this masterpiece by Marie Lee from Tennessee.
Her video starts with: “If you spend a Saturday with me in Spring Hill, Tennessee, here’s what we’d do.”
From there, she walks you through a perfect day, visiting coffee shops, local businesses, scenic terrain, and the neighborhood.
Then, almost as an afterthought, she says: “Oh, and there’s a house for sale,” subtly hinting at her listing.
This video crushed it in terms of engagement and likely outperformed a standard listing video by a mile.
The Takeaway
The “Sneaky” Listing Video is a clever way to stand out in the crowded social media space. By focusing on the lifestyle and neighborhood first, and then introducing the home at the end, you engage potential buyers in a more authentic and relatable way.
Want to learn more about Shannon Gillette’s and other agents’ winning strategies? Tune in to The Walk Thru for insights from top-performing agents.
And, for the ultimate social media playbook for 2025, don’t miss Neel Dhingra at this year’s BAMMYs—he’ll break down Content into Clients: The New 2025 Playbook for Social.
