How to Drive More Site Visits with Personalised Video Property Tours
For UK housebuilders, generating leads does not always guarantee a straight-forward sales journey with enquiring buyers. In fact, it’s only half the battle. It’s easier than ever before for buyers to register their interest in a new-build property or development, with online browsing portals, huge digital marketing budgets, and well-placed call-to-actions placing the decision right at their fingertips.
The real challenge is turning those enquiries into on-site appointments, and ensuring customers actually show up.
Increasingly, the housebuilders seeing the strongest results are those using personalised video messaging to nurture customers from the moment they enquire, right up to reservation and completion. When used consistently, and supported with clear calls-to-action (CTAs), video has proven to be one of the most effective ways to move buyers from interest to action.
A study by BrightCove revealed that 95% of buyers say video plays a key role in their buying decisions; and recent analysis carried out through Movin’s messaging platform highlights just how powerful this approach can be.
Turning Enquiries into Appointments with Video Property Tours
One of the most effective video message types we see across the Movin platform is a property tour video.
These videos are typically sent to enquiring customers to provide a guided walkthrough of an available plot - showcasing layout, upgrades, finishes and key selling points, all delivered by the sales consultant the buyer will meet in person should they choose to progress.
When paired with a simple CTA such as “Would you like to book an appointment to view?”, the impact is clear.
The Result: 23.3% Uplift in Appointment Bookings
In a recent study with a Movin housebuilder partner, 23.3% of customers (1 in 5) requested an on-site appointment after receiving a personalised video property tour.
This uplift wasn’t driven by mass marketing or paid ads: it came from direct, personalised communication, delivered straight to the customer’s phone at exactly the right moment in their buying journey.
Why Video Property Tours Work So Well
Video property tours consistently outperform static imagery, email and traditional follow-ups because they:
Create a human connection early in the journey
Help customers visualise themselves in the home
Build trust through transparent, guided walkthroughs
Remove uncertainty before committing to a visit
The content formats that marketers say deliver the highest ROI are short-form video (49%) and long-form video (29%).
Sales consultants can also pre-record these videos, allowing them to be reused for multiple enquiries without losing impact, making them both scalable and highly effective.
Not Just One Video
While property tours play a major role, the strongest results don’t come from a single message. Housebuilders achieving the highest appointment conversion rates use consistent, personalised video messaging throughout the entire enquiry stage from first contact through to appointment confirmation. This ongoing video-led nurturing keeps buyers engaged, informed and confident as they move closer to a site visit.
And it’s not only a great tool to add to your customer experience. Using Movin, teams can:
See exactly who has watched each video (and how many times)
Identify hot leads based on engagement
Send timely follow-ups triggered by genuine customer interest
Include CTAs within messages to guide customers towards the next step
This level of insight and control turns Movin into a powerful sales tool that drives results - something that simply isn’t possible through email or consumer messaging apps.
Reducing No-Shows with Pre-Appointment Video Messages
Once a customer has booked an appointment, the effort shouldn’t stop there.
Personalised video continues to deliver value. For example, a short pre-appointment video sent by the sales consultant the customer will meet helps buyers feel prepared and supported ahead of their visit.
Customers who receive these videos:
Feel more confident showing up, having already put a face to the name
Understand what to expect from the appointment
Know where to go, with clear arrival and location guidance
Feel informed about buying schemes, incentives and next steps
The Impact: Higher Customer Retention
A Movin study with a housebuilder partner showed that sending a personalised pre-appointment video can reduce no-shows by around 5%. That personal connection, combined with clear information, makes customers significantly more likely to honour their booking and keeps them retained within your sales processes.
A Proven Approach in Action
Partners such as Stonebridge Homes demonstrate how effective this approach can be when video is embedded into everyday sales communication.
By using personalised video messages early, consistently, and at the right moments, Stonebridge has seen strong uplift in appointment requests and improved attendance once visits are booked.
Check out this video from a member of their Sales Team, Luke…
Video That Moves Buyers Forward
The takeaway is simple: high-performing housebuilders aren’t relying on one-off videos. They’re using personalised video messaging as a strategic tool to nurture, inform and guide customers from enquiry through to reservation.
With built-in CTAs, engagement tracking and direct delivery to the customer’s phone, video becomes far more than a marketing asset… it becomes a conversion driver.
Want to see how personalised video could increase your site visits and reduce no-shows?
