We have a lot to thank our smartphones for, from access to information to social connectivity to making waiting in line just a little more bearable. Of all the ways smartphones have changed the world, the smartphone camera has upended our understanding of videography. In a literal flash we can whip a camera from our pocket and snap, or film, away. We can also upload just as quickly. But while the advancements in smartphone technology make a compelling argument for brokers to simply take videos for their listings themselves, a smartphone video cannot compete with the talent and expertise of a professional who knows how to produce lead-generating shots for the commercial real estate market.

You’ve likely seen one of those Apple commercials that feature beautiful cinematics and end with “Shot on iPhone” appearing on the screen. The ads are wonderfully designed, shot, and produced, implying to the typical broker that they, too, can make their own videos easily on their smartphone, as if to say that the money you save hiring a professional will pale in comparison to the cost of a $2,000 iPhone, so go get in line for one! But what the advertisements don’t tell you is that they were shot on an iPhone with a professional crew of grips, gaffers, boom operators, a lighting producer, an art director, production assistants, a producer, and a director of photography.

It can be tempting to think that panning through the property with your smartphone camera will render a video attractive enough

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