Writing a Sixty-Second Property Script

An unscripted property video rambles. A fully scripted one sounds recited. The middle — four beats, learned rather than memorised — is what works.

The four beats

Beat 1 — the hook (0–3 seconds, about 8 words).

The most interesting fact, stated flat.

"₹62 lakh, third floor, and it sold in nine days."

Beat 2 — the context (3–15 seconds, about 30 words).

What it is and who it suits.

"Three bedroom, 1,040 square feet carpet, in a 2011 society in Sector 70. Best for a family who wants space over a new building."

Beat 3 — the substance (15–45 seconds, about 70 words).

The actual information. Two or three specifics, and one honest drawback.

"The living room runs the full width of the flat, which you don't get at this price in the newer towers. Kitchen's been redone. Society has 24-hour water and two lifts. The catch is parking — it's open, not covered, and in summer that matters."

Beat 4 — the close (45–60 seconds, about 25 words).

Price, location, one instruction.

"₹62 lakh, Sector 70, negotiable. If you want the floor plan, message me the word 'plan' and I'll send it."

Total: about 135 words. That is a minute.

Write for the ear

Spoken language is not written language.

• Short sentences. If you run out of breath reading it aloud, it is too long.
• Contractions. "It's", "you'll", "there's". Nobody says "it is" out loud.
• Numbers spoken as people say them. "Sixty-two lakh", not "₹62,00,000".
• No sentence that needs re-reading. A listener cannot go back.

Read every script aloud before filming. The bad lines are audible immediately and invisible on the page.

The drawback line

Beat 3 should always contain one. It is the line that makes the other fifty seconds believable, and it is the line agents cut when they get nervous.

Keep it. It costs you nothing and it is the difference between a video that sounds like an advertisement and one that sounds like advice.

Pace and pauses

Speak slightly slower than feels natural and pause after the hook. The pause is what stops the viewer scrolling — it signals that something is about to be said rather than performed.

Most agents rush because they wrote too many words. Fix the word count and the pace fixes itself.

What to cut

• "Hi guys, welcome back"
• "As you can see"
• "This beautiful property"
• "Located in the heart of"
• Any adjective you could not defend with a number

The reusable frame

Keep the four beats on a note. For every property, fill in the four blanks in five minutes:

1. The most interesting fact
2. What it is, who it suits
3. Two specifics plus one drawback
4. Price, location, instruction

That is the whole system, and it works for a walkthrough, an explainer or a market update with almost no modification.