The Middy: How the 99-Second Video Could Transform Real Estate
As we watch video content saturate every part of the internet, there’s a new format emerging that seems uniquely suited to real estate: the 99-second video, or what we call the “Middy.” It’s short enough to keep attention but long enough to capture meaningful details—something real estate marketing sorely needs in the modern, attention-deficit world. More and more realtors are creating video tours, and they’re quickly discovering that balancing detail with brevity isn’t as easy as it sounds. The 99-second format, however, might be the sweet spot.
Why the 99-Second Format Works for Real Estate
In the world of real estate, a property listing needs to tell a story without overwhelming the viewer. Most people searching for homes don’t have the time or patience to sit through a five-minute video tour for every house they might be interested in. They want to get a sense of a place and decide whether it’s worth their time to explore further. The 99-second video is just long enough to highlight a home’s selling points but brief enough that viewers can watch multiple listings in a single sitting.
Imagine a real estate agent doing a quick walkthrough, focusing on the features that matter most: the natural light streaming through the living room windows, the spacious kitchen, or the newly renovated bathroom. These are the elements that make or break a listing, and with a format like the Middy, agents have enough time to feature them meaningfully without risking viewer fatigue.
Meeting the Modern Buyer’s Expectations
Today’s buyers are increasingly mobile-first, used to consuming content quickly and on the go. They’re not setting aside time to browse long listings or watch extensive tours—they’re fitting this into moments between other things. Whether they’re waiting for a coffee or standing in line, buyers need information that respects their time. This is why platforms like TikTok and Instagram have become so influential: they’ve trained people to expect engagement within seconds. Real estate, a field that has traditionally been slower to adapt to tech trends, has a chance to meet modern buyer expectations with this new format.
In a 99-second tour, the realtor could open with an exterior shot, then immediately cut to the home’s focal points. Buyers get a feel for the flow of the space, the design elements, and the standout features—all in a minute and a half. If they’re interested, they’ll watch again. If not, they’ll move on, but the video has already done its job.
The Power of Concise Storytelling
Great video tours rely on storytelling, and the 99-second video forces realtors to craft a concise narrative. The best agents already understand that selling a home is about showing more than walls and floors; it’s about presenting a lifestyle, a vision of what life could be like in that space. When constrained to 99 seconds, every second has to serve a purpose, so you’ll find agents focusing on only the most compelling parts of the home and using angles, light, and music that reinforce the mood of the space.
Think of it as a mini-trailer for a house. The viewer gets enough to feel the space, understand its unique qualities, and decide if it matches their vision. This is an incredible shift from traditional real estate listings, where videos tend to feel like robotic walkthroughs or generic slideshows. In a way, the 99-second format gives realtors a chance to develop a signature style, a distinct look and feel for their listings that can set them apart in a crowded market.
Expanding Reach with the Middy
Another advantage of the 99-second format is its compatibility with social media algorithms. Platforms like Instagram and Facebook give preference to shorter videos that drive high engagement, meaning a 99-second real estate tour is likely to perform better than a longer one. Agents using this format not only appeal to buyers but also to social media algorithms, allowing their listings to reach a broader audience. For a market as competitive as real estate, this kind of organic reach is invaluable.
What’s more, agents can experiment with multiple 99-second videos for the same property. One could focus on the kitchen and outdoor areas for the food lovers; another could highlight the quiet neighborhood and spacious bedrooms for families. This approach lets realtors create tailored content that appeals to different buyer segments without overwhelming anyone.
The Future of Real Estate Marketing
The 99-second video format has the potential to become a staple in real estate marketing. Imagine if, rather than scrolling through a series of static photos, buyers could browse 99-second videos as they search listings. With quick access to a video that actually tells a story about the space, buyers can decide more confidently whether they want to take the next step and schedule a showing.
For those selling a property, this format also simplifies the process. Creating a traditional, in-depth video tour requires a significant investment of time and money. With a 99-second limit, realtors can work with what they have and create effective content without a huge production budget.
The Takeaway
The Middy format—99 seconds, just enough to leave an impression—might be exactly what real estate needs in this digital age. It respects the viewer’s time while still providing substance, and it aligns perfectly with the mobile-first habits of modern buyers. It’s both a challenge and an opportunity for realtors: they must become adept storytellers, able to showcase a home’s essence in under two minutes, but in doing so, they create content that resonates.
Like any innovation, the 99-second video will have to prove itself, but its potential to transform the way homes are marketed is clear. For those in real estate who want to stay ahead of the curve, embracing the Middy format isn’t just about following a trend—it’s about recognizing a new way to connect with buyers, one that’s built for the age of social media but grounded in timeless storytelling principles.
