Video is the most persuasive format in property marketing and the least used, for one reason: production. A videographer, a shoot day, tenant coordination, drone permits, editing rounds — most owners look at the process, the invoice, and the weeks of scheduling, and reasonably decide the lobby photos will do. Which is a shame, because motion is the single easiest way to make a property site feel alive.
StillStream is Floorplate's answer: it turns the property photos you already have into cinematic motion video. No shoot, no crew, no coordination. If your building has decent stills, it can have video. Here is how to actually use it, start to finish.
What StillStream does
StillStream takes an existing still photograph and produces smooth, cinematic motion from it — the kind of subtle movement that makes a hero section feel alive instead of static. Because it starts from your real photography, the result is still your building, accurately represented, rather than a generic render. That has two practical benefits: prospects spend longer on the page, and the property reads as more premium, because atmosphere is very hard to fake with a static image.
How to use it, step by step
Step 1: Pull together your best stills
Start with the photos that already earn attention: the exterior approach, the lobby, your strongest suite, a signature amenity. High-resolution originals work best, so dig up the files from your last professional shoot rather than screenshots from an old listing. Skip images that are heavily cropped or blurry — motion amplifies quality, in both directions. Three to five strong images is plenty to start.
Step 2: Send them to the Floorplate team
StillStream is part of Floorplate's managed service, so there is no software to learn and no account to configure. Send the images to your Floorplate contact the same way you send any other update request, and note where you would like motion to appear — the homepage hero is the usual first choice.
Step 3: Review the motion clips
The team turns your stills into motion video and shares the results for your review. Look for two things: does the movement flatter the space, and does it stay honest? Motion should add atmosphere, not misrepresent the property — a prospect who tours the building should feel like the site undersold nothing. Ask for adjustments exactly the way you would ask for a photo edit.
Step 4: Put the clips where they earn attention
Once approved, the clips go live on your site. Lead with your strongest clip in the homepage hero, where it works on every single visitor. From there, consider your featured availability and your standout amenity — the spaces where atmosphere actually moves a leasing decision.
Where motion earns its keep
Homepage hero — the single highest-attention slot on the site
Featured availability — make your best suite the one prospects remember
Broker emails — a link that moves gets forwarded
Amenity highlights — terraces, lobbies, and lounges benefit most from atmosphere
One practical note: restraint wins. A site where everything moves is as tiring as a site where nothing does. Pick the two or three placements where motion genuinely changes how the building feels — usually the hero plus one signature space — and let still photography carry the rest of the story. The goal is a site that feels alive, not one that refuses to sit still.
From first email to live motion, the whole process runs through the same managed workflow as any other Floorplate update — which is the point. Video stops being a production and becomes a request.