Should you show the price in a property video?

Should you show the price in a property listing on video? The question divides sellers and professionals. Some fear scaring buyers away or showing their hand. Others see it as the best filter there is. Our position is clear: in the vast majority of cases, showing the price on the video helps you sell. Here is why, and when it is better not to.

The debate

The arguments against showing the price come up often:

• "The price will scare buyers away."
• "I'd rather they fall in love before they see the price."
• "I don't want everyone to know what my house is worth."

These fears are understandable. But in practice, a hidden price does not disappear: it is only postponed. And it generates dozens of "How much?" messages that waste everyone's time.

Price as a filter

Showing the price sorts enquiries before they even arrive. The people who write to you already know the property is within their budget. Those for whom it is out of reach move on without contacting you.

This filter is especially useful on social media, where a video can be seen by a very large number of people. Without a price, you receive a huge amount of curiosity. With the price, you mainly receive interest.

Fewer browsers, more buyers

A visible price changes the nature of the conversations:

1. Messages are further along. People no longer ask the price, they ask for a viewing.
2. Viewings are better qualified. Those who make the trip have accepted the budget.
3. Negotiation starts from a clear base. The buyer knows where they stand.

On Koh Samui, the film of the villa we shot showed its price from the opening seconds, in baht, euros and dollars. It targeted an international clientele, and every viewer knew immediately what it was about. The villa was then sold. Filmed, seen, sold.

The exceptions

There are situations where not showing the price is justified:

• Discreet or "off-market" sales, where the seller does not want to expose the property and its price publicly. Read our article on off-market sales.
• Highly unusual properties that are hard to value, where you want to invite offers.
• Sensitive personal situations, such as an inheritance or a separation, where discretion comes first.
• Brand videos, which present an agency or its know-how rather than a property for sale.

In these cases, you can give a price range, or state "price on request", while qualifying enquiries in other ways.

Our method

For properties for sale, we recommend showing the price clearly but elegantly, often from the opening or within the first half of the video. For an international clientele, we show it in several currencies.

The price is part of the hook: it intrigues as much as it informs. Our article on the hook in the first 3 seconds explains this approach. And to sell without cutting your price, read our guide to selling without lowering the price.

How to show the price elegantly

Showing the price does not mean shouting it. A few presentation rules:

• Understated typography, consistent with the rest of the video.
• A readable position, away from the areas covered by social media interfaces.
• A chosen moment: from the opening to filter, or after the first strong shot to intrigue.
• Currencies suited to the clientele you are targeting.
• No aggressive wording such as "slashed price" or "bargain".

The price is information, not promotion. Presented with care, it strengthens the property's credibility.

Price and negotiation

Some sellers fear that a visible price becomes the basis for negotiation. That is true, but so does a hidden price, as soon as it is shared. The difference is that a visible price attracts buyers who already accept it as a ballpark figure. Negotiation then starts from an accepted base rather than a surprise.

To defend your price during negotiation, read our article on selling without lowering the price.

Holiday rentals

For holiday rentals, showing a starting price is even simpler: "from" a given amount per night or per week. The traveller knows immediately whether the stay is within reach, and the requests you receive are already qualified. The film of Villa St. Maxime, in Saint-Paul-de-Vence, showed a starting weekly rate. Read our article on luxury villa rentals.

Where to place the price in the film

Where the price appears in the video changes its effect:

1. From the opening, with the location and type of property: the price becomes a hook that intrigues and filters at the same time. That was the choice for the Koh Samui villa, with the price in baht, euros and dollars.
2. At the end of the film, after the tour: the viewer discovers the place first, then the budget. This suits properties whose value is better understood once seen.
3. In the caption only: the image stays clean, and the information is there for those who look for it.

Whatever you choose, the price must be readable, consistent with the listing and identical across every channel. A difference between the video and the listing immediately raises doubt.

What the messages tell you

The best indicator is the nature of the messages. Without a visible price, many enquiries amount to "how much?". With a visible price, the questions are about viewings, running costs, the neighbourhood or timing. In other words, the conversation starts further along, with people whose budget already fits. Read our article on replying to messages from prospects.

Frequently asked questions

Does showing the price reduce the number of views?

Not necessarily. A price can even intrigue people and make them watch on. What mainly drops is the number of messages from the merely curious.

Should you show the exact price or a range?

The exact price is clearer and more credible. A range can work if the price is not fully settled yet.

What about rentals?

Giving a starting price, per night or per week, is just as useful. The traveller knows immediately whether the stay fits their budget.

Should the price appear in the caption or on the video?

On the video, ideally. Many viewers never read the caption. You can repeat it in the caption for clarity.

Should the displayed price include agency fees?

For a sale through an agency, it is customary to show a clear price that complies with the rules on displaying fees. Your agency will tell you the right way to present it.

Can you change the price after publishing?

Yes, but a video that is already out keeps the old price. It is better to publish a new version and mention it in the caption.

And your property?

Not sure whether to show your price? Let's talk about it. Discover how we can help on our Sell your property page, then book a 20-minute call.