Why You Shouldn’t Let On-Site Teams Do Their Own Videos

Talented on-site leasing teams are worth more than their weight in gold. They connect with residents, solve problems – often before they even BECOME real problems – and keep the communities running at a productive, profitable and happy hum.

However, even the very best on-site teams can leave gaps and holes and opportunities for mistakes, imperfections, and inconsistencies to arise. One of those areas that is most likely to have gaps and imperfections? Marketing! Particularly video marketing.

We’ve written about the importance of video at multifamily communities, but have also written about the importance of having a set video strategy as well. Allowing on-site teams to create and share their own videos on their own personal devices opens a Pandora’s Box of potential pitfalls and issues for your team and your communities. Good leasing professionals will understand the power of video for both marketing and leasing, and even for resident engagement at their community. If your team doesn’t set a corporate strategy or put tools / processes in place for video at the community level, you will likely experience the full varying degrees to which video can be created, used, and shared and how drastically different that can and will be from property to property and, likely, even within the same property. 

In today’s video-consuming world, real, raw, and transparent video is king, but just because that points towards empowering on-site teams to be creating the videos, doesn’t mean you should simply give them a blank check, green pasture, and free reign to start creating and sharing whatever is needed for the business. So what are you to do? Create a corporate-led video initiative across your entire portfolio and be an engaged leader / participant in these efforts of ensuring its success — here are few reasons why: 

Branding and Consistency

Your corporate marketing team works hard to create a specific brand, look, feel, messaging, and image for your communities. All of that work can come unraveled with one single video that doesn’t follow the brand guidelines. In today’s highly competitive multifamily market, every interaction with your community’s team, website, collateral, and marketing is an important interaction. Having a video that is poorly executed or that misrepresents the community or your company will instantly lose those precious interactions with prospective residents. Putting a set video platform in place for capturing and sharing videos at the community level will give your corporate team the ability to not only track and monitor what your on-site teams are producing and sharing, but certain platforms (aka Realync) will also give you the ability to put ‘bumpers’ in place to ensure compliance with brand guidelines and add a consistent look and feel to every video produced and shared. Do it for the brand!  

Personal Information

Leasing agents using their personal devices for work is always a tricky topic and one that varies greatly from one multifamily company to the next, which makes leasing agents recording and sending videos from their personal devices or hosting live FaceTime tours from their personal devices an equally tricky topic. While there are definitely pros and cons for on-site teams using their personal devices, let’s start with the cons. First, that leasing agent will be giving out their personal phone number to that prospective resident whether sending a video or hosting a FaceTime tour. Cringe worthy, right? As those in multifamily know, personal numbers in the hands of residents can be a death sentence with residents calling and texting at all hours of the day and night. Second, those interactions being run through that personal device most likely are not making it into your lead management system or CRM. Those systems are put in place specifically for properly tracking all communication with prospective residents and tracking progress with those leads through the pipeline. Having a cloud-based video platform will not only allow videos to be sent via and logged in the proper systems, but removes the risk of giving out personal phone numbers in the process. 

Control and Visibility

One of the biggest gaps and risks you take with allowing on-site teams to create, host, or share videos on their own is that your corporate team will have absolutely zero visibility into what they are creating, sharing, saying, showing, or not showing. The content will live on their personal devices and only be accessible on said devices. Not only does that restrict control and visibility for your corporate team, but if that employee with the videos on their device quits or gets fired, those videos are leaving with them. Putting an enterprise-level video platform in place will not only allow your corporate team to see exactly what content is being recorded, hosted, and shared by your on-site teams, but also puts the control of that content in the appropriate hands. If someone quits or gets fired from the community, that content stays within the enterprise solution and is still accessible by the rest of the team for continued use and sharing. 

ROI

Without visibility into what videos are being produced, where they’re being shared, how they’re being engaged with, and what the overall usage and success of that content is, how can you ever justify or calculate an ROI on those video efforts? There really is no ability to calculate the effectiveness of those videos without proper tracking and data, which leads to zero insight into how they’re impacting your volume of leads, lead conversion, lease conversion, sales cycles, and more. If you’re going to invest time and money into an effort, being able to point to the success of those endeavors and impact it made on your business is critical. Putting an integrated, enterprise video solution in place for your communities will not only give you full tracking of everything produced and shared, but will measure all of the engagement statistics on that video content as well. Not only that, but if you get the proper solution built for multifamily (aka Realync), you will also have backend integrations into your lead management system allowing you to instantly run reports to see which leases were influenced by video throughout the process. With all of that information at your disposal, you will instantly be able to point directly to how video is impacting your various marketing and leasing efforts, and double down on that success.

Fair Housing

This is hands down the biggest thing to be aware of when it comes to DIY video on personal devices at your communities and should be the biggest driver for not allowing your on-site teams to go rogue and, instead, putting an enterprise video solution in place. The Fair Housing Act is very specific in what it states should be included in videos shot as advertisements and tours of multifamily dwellings. Simply pulling out your phone and recording a video to share likely will fall very short of fulfilling those guidelines for Fair Housing compliance. What are the key steps for staying compliant? First of all, showing the equal housing logo and disclaimer consistently in every single video. Second, ensuring that there are recordings of every pre-recorded video created or live tour hosted. Without a recording to prove what was said or done on that tour, there’s no audit trail and claims become a he said / she said battle. If you have a built-for-multifamily video platform that is integrated into your processes, that Fair Housing compliance risk can instantly go out the window. Automated built-in Fair Housing compliance will not only keep your communities and your company safe from claims made against them in regards to your video efforts, but will provide peace of mind knowing that there are no gaps across your portfolio on that front.  


On-site teams at multifamily communities play a critical role in the success of that property and in today’s day and age, those multifamily professionals need to be properly equipped with the right tools to meet the increasing demands placed on them. While video often seems like it can be very easily implemented via free paths of simply recording videos locally on the device or via Instagram Stories or Facebook Live or by using FaceTime, those ‘free’ solutions do come at a cost. They come at the cost of your brand, your corporate control, your insight and visibility, and your compliance with federal regulations. 

It’s not hard to make take your video game to the next level and do so in a Fair Housing compliant, corporate-driven way. Want to learn how? Email sales@realync.com and we’ll walk you through it.

Until next time…keep it real!

Advertisements

Leasing Technology in 2008 vs Leasing Technology in 2018

The multifamily industry is a constantly evolving space. What was once popular and effective ten years ago is (or should be) a relic with today’s leasing professionals. And one of the biggest catalysts for this change, and the catalyst for change in every other industry, is technology.

For the real estate industry, technological advancements have changed everything. From mobile usage to social media and the way brands connect with their target customers, technology has touched every part of the leasing process from start to finish.

Let’s take a closer look at how technology has changed the multifamily industry over the last 10 years – and how everyone is much better off for it.

Leasing Technology in 2008

Picture 2008. Britney Spears was hot off her 2007 head-shaving incident, the two hit tv series Breaking Bad and Mad Men were just starting, and a soon-to-be President Obama was making serious political waves. In the background, the United States, and the world, is dealing with the worst financial crisis since the Great Depression, started by a sub-prime mortgage crisis in 2007.

The financial crisis aside, there was still a market for those in the multifamily business. And the technology that leasing teams had at their disposal 10 years ago looked very different than it does today. Apple had just introduced the iPhone 3G, the second generation of iPhone. Even so, while smartphones were available, not many people used or had access to them. And Android devices were just launching in 2008.

Beyond access, even the smartphones of the day didn’t have the capability for FaceTime. In fact, any sort of face-to-face or video mobile communication was still in its early stages. Meaning that, if it was even available, which it likely wasn’t, the quality wasn’t up to par. Also, any sort of 3D images or viewing was only available for a price at theme parks.

Even social media was still in its infancy in 2008. While it may feel like Facebook has been around forever, it had really just been around for 4 years in 2008 and only had around 140 million active users versus the 2.23 billion users it has today. Even the Facebook “like” button didn’t exist yet. That didn’t happen until 2009. And Instagram? Forget it. That was still two years from even launching.

Basically, all the tools and technology today’s leasing teams have at their fingertips to reach their prospective residents? None of that existed 10 years ago.

Leasing Technology in 2018

Fast forward to 2018. Artificial intelligence and the Internet of Things are changing the way people live their lives. Mobile devices are reigning and video is the number one way to get customers’ attention. Over half of today’s videos are viewed on mobile devices.

In fact, live video has become a part of everyday life. Filming and sharing those videos is commonplace. Users can watch 3D videos and play 3D games in their own home or on the go. Facebook now allows users to ‘react’ to posts, beyond just liking them. Instagram has 1 billion monthly active users with their Instagram Live feature growing consistently.

While technology has clearly changed in ten years, so has the way people and brands communicate. In 2008, buyers and renters had to circle potential properties in magazines, today, according the National Association of REALTORS, some 98% of buyers and renters begin their research on the Internet.

One of the biggest changes has come in the form of video, specifically live video. In 2008, nothing existed that allowed prospective residents to truly experience a property from afar. They had to physically be at the property to see what they wanted to see and be able to experience the space. That would often mean multiple property visits in one day, plus re-visiting properties until they decided on one.

In today’s day and age, leasing teams can obviously no longer afford to have that same mentality of expecting prospective residents to come to the property for in person tours. It’s unnecessary and, in most cases, counter-productive. Most of today’s renters don’t have the time to make one visit, much less multiple. Plus, if they only have thirty minutes, they could miss some of the property’s best features.

Luckily, there are tools are out there to be more efficient with touring and leasing. If your leasing team hasn’t moved into this decade and started to look at what the next evolution will be? Well, it’s time to change mentalities and start adopting all that 2018 leasing technology has to offer.

Until next time…keep it real!

Do You Have a Video Strategy? Here are 5 Reasons Why You Should

Read any article about marketing trends, best ways to reach target audiences, or differentiating from the competition and video is the one thing they will nearly all have in common. And for good reason – video works! It can be one of the best and simplest weapons for marketers to deploy.

However, before jumping on the video bandwagon, stop and consider what your goal is with videos. Are you looking to increase the effectiveness and conversion of your marketing campaigns or looking to showcase your community during the leasing process. Or maybe you’re looking to make your onsite teams more efficient by creating move-in, maintenance, and resident engagement videos. Whatever it is you are dreaming of doing with video, developing a strategy can make sure your video efforts work and aren’t just a bunch of random videos with no real purpose – and a waste of resources.

Documenting a strategic video plan can help any multifamily company create a carefully curated range of videos to fit any need, desire, plan, or goal. A documented plan will also ensure that these videos are aimed at a specific audience via the right channels and have the desire look, feel, and messaging throughout them as well.

Still not convinced that you need to get a set video strategy in place? Well, here are five of the top reasons why a video strategy is absolutely necessary for any multifamily team or company.

  1. You Need Video

Time and again, reports prove that video works. It is one of, if not THE, most effective and simplest way to reach target audiences of prospective residents. According to Forbes, 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy. So, the hands-down, top reason why there should be a corporate strategy in place for video? Because video works! 

Acknowledging that video is necessary is a great first step, but without a strategy in place that is set from the top down, it opens the door to onsite teams doing either nothing with video or using it ineffectively. Both are big gaps and risks in today’s market.

  1. Uniformity

Getting a set corporate video strategy in place will also help push for uniformity across all leasing teams and communities. Communities should have the flexibility to create videos that convey the real look and feel for the space and what it would be like to live there; however, regardless of which community a video comes from, it should follow standardized brand directions. Providing onsite teams direction as to the types of videos to create, how to create them, video best practices, where to share those videos, and any other specific community guidelines is integral to the success of your video efforts. On top of that, using a set video platform for creating and sharing those videos will further help solidify uniformity across the company ensuring that no one is going rogue with their videos. 

  1. Training

Speaking of uniformity, having a set corporate video strategy means needing to train your teams on that set corporate strategy. Properly training each onsite team on best practices with video, and how to be successful with it, helps to ensure compliance to the strategy and success overall. Not sure why video best practices should be included in your strategy? Challenge each of your communities to record a video without any direction and you’ll quickly see why providing training on consistent video tactics is necessary. Make sure to cover everything from your goals and plans for video in your training along with best practices like the type of equipment to use when creating videos, the type of tone or language to use when speaking, how to integrate video into their processes…and much, much more. Training and sharing best practices and successes should have a regular cadence as this area evolves quickly.

  1. Compliance

Compliance is normally at the forefront of most multifamily activities. And video is no exception. Compliance in video marketing is critical. It also goes far beyond compliance to the corporate vision for the videos, but also compliance with the Fair Housing Act. Multifamily leasing teams need to remain vigilant that their videos are compliant beyond some of the more obvious tips such as ensuring diversity in images and including language welcoming to all. There remain some trickier issues and minefields they need to follow including displaying the Equal Housing Opportunity logo and disclaimer when providing video experiences to prospective residents or making sure there is a recording and audit trail to defend against any claims should they arise. Read more about how to keep videos compliant here

  1. Recruiting

Recruiting may not be the first thing to come to mind when considering a corporate strategy around video. But, when a multifamily company or community is looking to recruit top talent for their communities, top talent will want, in fact, they’ll expect access to the latest marketing tools. These are the things that will not only make their lives easier and more efficient, but they will make them better at what they do. The goal is to have a powerhouse leasing team. And that means giving them all the tools necessary to be just that. Without video, one of the most powerful tools in the toolbox is noticeably missing.


Combine the viral nature, ease of production, accessibility and proven ROI, and video clearly earns its place among the best marketing and leasing tools around. But, without a strategy, multifamily companies risk producing disparate, low-quality content and that could end up costing more in the long run.

Want some help creating your video strategy for 2019? Message us at sales@realync.com — we’re here to help!

Until next time…keep it real! 

 

Why Video Should be in Every 2019 Budget

Video is no longer ‘the new thing’ — it is the thing. As nearly every marketing article over the last few years has touted, video is a critical way to reach your target audiences, connect with them, and convert them. And it’s here to stay.

For multifamily companies, the power of video is, in some ways, even more effective. From showcasing the property and community to meeting the leasing team to helping lease units sight unseen, it’s a powerhouse marketing tool. As if the 2018 results that have been driven by video leasing aren’t enough, here are 5 reasons why video should have a spot in every 2019 budget for multifamily communities:

  1. Higher Engagement and Retention

For a multifamily video to be impactful and effective, prospective buyers and renters must engage with it and retain the information provided. Luckily, video is one of the best ways to see higher rates on both of those factors. In fact, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. And with that retention, viewers are much more likely to share, like, embed or otherwise interact with the content, particularly if it’s viewed through social media. Social video generates 1200% more shares than text and images combined. If the goal is to get a message across to viewers, and, of course when would it not be, then video is the way to go.

  1. Stronger Emotional Connections

Choosing a new home is an emotional process. It’s going to be where a person makes most of their memories for the foreseeable future. Video is one of the best ways to evoke the kind of emotions multifamily communities need to connect with. Video offers a multitude of ways to key into those emotional pulls, like music, tone of voice, expressions, personalization, and much more. While it’s probably the property itself that will draw the prospect in, connecting to them emotionally through video can mean that feeling, and, as such, the property, stays with that person long after the tour is over. Time and again, emotional marketing has been proven to have a positive impact on consumers – real estate is a prime place to put it to work.

  1. Better Conversion Rates

At the end of the day, the entire point of producing and pushing a multifamily video out into the world is for prospective residents to see it, learn something from it, and then reach out to the leasing team for more information. And that outreach will, hopefully, lead to a signed list. The good news is that video converts. Video on a landing page can increase conversions by 80% or more. And 64 percent of consumers make a purchase after watching branded social videos. This is particularly beneficial when working with sight-unseen prospects or pre-leasing your community. When people don’t have time to visit in person, or distance is a factor, video tours can be the lone thing that saves the deal and gets the lease signed.

  1. It’s What Today’s Consumers Want

By 2019, internet video traffic will account for 80% of all consumer Internet traffic around the world. 85% of the US internet audience already watches videos online. Today’s prospects want video. They crave the transparency and realness that video brings. And that rings especially true for the Millennial and Generation Z demographics. They are the biggest market to hit the real estate industry in decades and video is how a clear winner in terms of how to reach them. The Millennial age group watches the most online videos of any age group out there, but the bourgeoning Gen Z isn’t far behind. Why do they watch so many videos? They prefer direct, no-fluff messaging, and with an 8-second attention span, video is how to deliver that message.

  1. It’s Effective AND Inexpensive

All of the above points show how effective video is. But to make it fit into today’s ever tightening real estate marketing or sales or operations budgets, there needs to be more. Video can be a ballooning budget item and cost has to fit in the budget. If done the right way, that is certainly not a problem. Hiring a professional videography crew to create one polished, professional video for a community could run anywhere from $3,000 to $6,000 or more — for a SINGLE video. Using the Realync video platform, teams have produced hundreds of videos within the first few months alone. Their videos aren’t only being used for marketing either, but are actively getting leases signed. And the cost? Multifamily enterprise communities using Realync can create as many videos as desired plus get cloud hosting, unique tracking and analytics, and the ability to host live video tours for just $4,000 for the entire year. 


Video can’t, and won’t, be ignored in 2019. To not include it in a budget means being left behind by the competition. Those communities that plan to include video and deploy it correctly (strategically), will find it to be a powerful, inexpensive weapon in their marketing and leasing arsenal that will pay dividends in the end.

Want to learn more about budgeting for Realync’s video leasing & engagement solution? Contact us at sales@realync.com today. 

Until next time…keep it real!

Why Pre-leasing Multifamily Communities Requires Video Leasing

Trying to sell a prospective buyer or renter the vision of a beautiful living space while tripping over boards and nails and navigating an active construction zone could make even the best leasing team crazy. Plus, dirt and hardhats and construction noises don’t usually lend themselves to painting a new property in the best light. 

However, pre-leasing is one of the most critical stages for a new multifamily development. While ensuring a successful launch depends on things like meeting permitting and construction deadlines, it is all for naught if occupancy rates aren’t hit or exceeded within certain timelines as well. Rent is the lifeblood of any community and it is never more important than on the heels of some hefty construction bills. 

The urgency of pre-leasing mixed with unfinished spaces, active construction zones, offsite leasing offices, and, sometimes, the inability to even do hard hat tours can make this important phase an unbelievably daunting one. And that is why video is, can, and should be an essential tool for any new community launching pre-leasing. Of all things that pre-leasing teams could use, why video? Let’s take a look. Spoiler, it has everything to do with everything from marketing to touring to conversion!

Marketing

Marketing a property that isn’t complete poses a unique challenge. Getting people interested and bought in on a space while dirty and under construction is tough because what do you show? Spec photos showing what the finished product should look like? Fabricated tours or fly throughs that show snippets of what the finished product should be?

In today’s world, those marketing pieces will rarely, if ever, get people lining up to learn more or signing on the dotted line before seeing the space in person. People want to see the real thing. They want to know exactly how construction is progressing, what the flow of units may be, what it will be like to live at that property. And it can be as easy as shooting a few quick videos. With 90% of consumers claiming video can help them make buying decisions, it’d be a huge miss not to.

“We live in an HGTV world — people understand construction and want to be a part of the process.” – Realync Enterprise Client

Not only do you need to show your target audience what they want to see, but you need to show it to them in the way they want to receive it. You can have the best, most expensive marketing materials created to market your pre-leasing community, but it won’t mean a thing if people don’t interact with it. Videos shared on social media generate 1200% more shares than text and image content combined. On top of that, 500 million people watch over 100 million hours of video on Facebook every day.

It’s pretty clear that today’s audience of buyers and renters are on social media and watching / engaging with video in some pretty major ways. This is particularly true for Millennials and Gen Z – they’d rather interact with a brand via social media than any other mediums. So, if the goal of you marketing efforts is to garner interest in your property before it’s open for business, video and social media are the way to go.

Touring

Few people, if anyone, have the luxury of time. For those looking for a new apartment, many can’t, don’t want to, or don’t really need to physically see the apartment in person anymore. As long as they see what they want to see and have their questions answered, they’ll have confidence to move forward. Sounds like a dream world while pre-leasing doesn’t it? The ball is in your court. There is nothing mandating that you rely solely on in person touring anymore to lease-up your community.

During a lease-up, time is of the essence and velocity is king. To achieve the occupancy levels needed, and quickly, video is the tool that allows leasing agents to skip physically showing apartments to every single prospective resident. Can’t do hard hat tours? Good! You won’t even need to with a large percentage of your prospects. Simply use video to showcase the space and show prospects what they really want to see from afar. Shoot a personalized video of an exact floor plan that they could be living in. Show them the flow, call them out by name in the video, answer their questions, and help them to envision themselves living there. Even if still raw and under construction, send the videos anyways. And send them update videos of “their unit” as cabinets get installed, flooring goes in, etc. The buy-in it’ll create will be second to none.

Want to take those tours to the next level? Host live video tours and walk prospective residents through the building live. Going live and creating personalized videos for prospects allows for a level of realness and transparency that still photos or artist renderings cannot touch. Specifically, for the Millennial and Gen Z markets, trust and transparency can make all the difference between a brand succeeding or not. 

Conversion

You can have the best marketing in the world and show your property to every single person out there, but if you can’t convert them to a signed lease, it will all be for naught. I’m sure you can guess what comes next, but video is truly a key part of ensuring successful conversion of your leads. Video provides a level of transparency and instills trust in such a way that prospective residents can become residents, even completely sight unseen. Not only that, it will allow your team to be real with them and build a relationship along the way — a critical component of a leasing agent seeing success. Other mediums of touring are stagnant, fabricated, or lack the personal, real touch. People are simple — they want to feel empowered, they want to trust what they’re being shown and told, and they want to get excited about it. Video has the power to do all that and here are three real life examples of how that happened:

  1. In just 4 months, the Bozzuto team at the Sinclair in Chicago pre-leased 25% of their units without any in-person tours. They leased nearly 100 units 100% sight-unseen. And they did it by using Realync’s video leasing technology. Read all about how they made it happen here.
  2. Not to be outdone, another Bozzuto team also turned to Realync’s video leasing platform for the pre-lease of their property in Milwaukee, 7seventy7. And again, they saw huge success. Using video, the team pre-leased 36% of their units. That’s 112+ units – all 100% sight unseen – and all in 2.5 months.
  3. During lease-up, Milhaus’ Artistry and Arsenal 201 communities received more than 50 lease applications and signed 41 leases with prospective residents that interacted with Realync videos. Not only did that equate to over $60K in monthly rent value for their communities, but an 82% conversion rate from using video? Unheard of!

When it comes to getting your new communities noticed, toured, and leases signed while pre-leasing and leasing up, video is the most powerful tool out there. It gives both your leasing teams and prospective residents what they want. And with Realync, it can be done easily, efficiently, and strategically. Video has shown it’s worth again and again. It’s time to make it work for you.

Until next time…keep it real!

 

The 10 Video Statistics You Need to Know

Today’s digital marketing can feel like a constantly evolving beast. Keeping up with all the new tools, tactics and trends is a full time job in and of itself! But, through it all, the use of video consistently rises to the top of every list and it is only growing more and more popular each and every day. When true audience engagement and conversion is the goal, nothing touches video. Even as trends change, people constantly find themselves reaching to press the play button.

For multifamily professionals, there is no better way to show off a community and connect with prospective residents than with video. It allows leasing teams to be more real and transparent, showing off the space better than still photos ever could, pulling in target audiences, saving time and money, and garnering real ROI.

Don’t just take our word for it though. By the time you are done reading through the following data points about video’s prevalence and power in the marketplace, we’re confident that you’ll be seeing things in a new light. 

  1. By 2020, online videos will make up more than 80% of all consumer internet traffic world wide. That goes up to 85% in the US. That means that at any point in time, 4 out of every 5 people online will be engaging with some sort of video content. Can you really afford to not partake in something that over 80% of your target audience is consuming every time they hop online? By not jumping in on video, multifamily professionals run the risk of not only missing out on garnering interest from their target audience online, but falling behind on a curve that can be very hard to catch up on. 
  2. 78% of people watch online videos every week, 55% watch videos online every day. When in comes down to what people want and how they want to get their information, the answer is video – particularly in the Millennial and Generation Z markets. As more and more of this key target audience of renters start looking for places to live, you can bet that online is where they’re going to start their search. And better believe that video will be a desired part of that process for them. 
  3. One minute of video is worth 1.8 million words. Ever heard that a picture is worth 1,000 words? Well, clearly video is quite the multiple of that value according to MarketWire. It’s actually rather easy to calculate as well. Think about the conversion that you’ve received from cold prospect to signed lease simply by sending them photos of an apartment. Compare that to the conversion leasing teams are receiving when sending videos and that multiple is far from exaggerated. Not only can videos be quick and simple to produce – they are monumentally more engaging than a still photo. 
  4. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. If the goal of your multifamily marketing is to make your space stand out to a prospective resident and the goal of your leasing is to convert that lead, then the mutual goal is to get your message to stick with that individual. Why send long emails or one dimensional PDFs and photos of a property when you can tell a story or communicate a message thoroughly using video – a means of which messages are retained. With prospective residents, you will typically only have a small amount of time to make a big impact. Using video means using that time wisely and being more memorable.
  5. The average user spends 88% more time on a website with video. It’s much easier, and, as stated above, more impactful and memorable, to share key information via video than just text. That couldn’t be more true anywhere than on your website – no matter how well written the content may be. Not only can you showcase your space in all its glory via video, but you can portray a message that will get site visitors to stay and retain the message you are looking to get across. Win, win, win. 
  6. 4 times as many consumers would rather watch a video about a product than read about it. An apartment = a product. And 4X the consumers would rather watch a video about it than read about it. Make your content engaging and convey what it could be like for that person to live at your community. Showcase the space in a real, transparent way and show people exactly what they want to see. They will appreciate it, be happy with the process, see what they want/need to see, and become happy residents living somewhere that was exactly what they thought it would be. 
  7. 500 million people watch over 100 million hours of video on Facebook every day. Want to be effective with your multifamily marketing? 100 million hours of video reaching over 500 million people on Facebook every single day? Not only is it hard to ignore those type of numbers, it is foolish to ignore them. Today’s buyers and renters are on social media, searching for everything on social media, and, clearly, engaging with video on social media. This is particularly true for Millennials and Gen Z – they’d rather interact with a brand via social media than any other methods.
  8. Videos generate 1200% more shares on social media than text and images combined. Social media is just that – social. People want to share the things they are interested in and enjoy with their friends. There’s a reason people watch over 100 million hours of video on Facebook every single day – because video gets shared and, in return, viewed. It’s really a pretty simple algorithm. Make something people are interested in and garner interest. Think about all the audiences that can be reached if even one resident shares a video where they are talking about how much they love where they live.
  9. Over half, 52%, of marketers say video is the type of content with the best ROI. Every marketing dollar is valuable. Leasing teams can drive more conversions, including sight unseen leases, simply by using video more effectively and more prominently. We understand that calculating marketing ROI can be ambiguous at best sometime as well. That’s why having the right video platform can make all the difference by providing key data and analytics through integrations in order to calculate the ROI of your video efforts and inform future decisions.
  10. 73% of marketers say they would create more video content if there were no obstacles like time, resources, and budget. Do you fall into that bucket of 73% of marketers wishing they could do more with video, but think you’re constrained by time, budget, and more? This is completely understandable when you are used to paying $3,000-6,000 or more for a professionally filmed video. These constraints can feel insurmountable when on tight budgets for your community, but as you are probably guessing…they are completely surmountable with the right video partner and platform. 

Realync’s video leasing solution is not only an integrated multifamily solution that can make your video dreams come true and help your teams connect with prospective residents in new ways, but is affordable, unlimited, and has all the data you could ask for in order to make guided, strategic decisions with your video efforts. 

Today’s buyers and renters aren’t looking for expensive, highly produced pieces of cinema when it comes to their property search. They want realness and transparency. They want to see the real thing. Take a quick gander through Facebook and you will see this played out time and time again in the type of videos that are getting shared on social. They’re raw and real and provide a transparent point of view for the viewer. 

Intrigued? Want to learn more? We’re here to help! Message sales@realync.com for your demo today. 

Until next time…keep it real! 

5 Ways Multifamily Can Become [needs to be] More Transparent

In the highly competitive world of multifamily real estate, owners, managers, and leasing teams need to do everything they can to stand out. There have been countless articles produced about oversupply, increased competition, and a highly competitive renter market. Add on top of that the increasing complexity of reaching and garnering the interest of today’s renters, and it’s really a pretty daunting task when looking to stand out, to be different, to be special in the eyes of your prospective residents. So what can you do besides spend more money and try to be flashy and showy with the latest and greatest amenities or fancy shiny objects? Honestly, the best way to do that is through honesty and transparency at every step in the process.

Why will being honest, real, and transparent stand out so much? Because real estate has lacked true transparency online for so long. To this day, listing sites are still predominantly driven by still photos showing only what the photographer / listing agent decides to show and written descriptions touting dimensions and features. On top of that, the prevailing mentality amongst a majority of real estate professionals and multifamily leasing agents alike, is that the person needs to experience it in person in order to truly experience it and make up their mind. While true for some people, that could not be more antiquated in today’s day and age. 

That is particularly true when it comes to the Millennial and Gen Z renter audiences. There is an innate desire for a combination of highly personalized, high-touch service and transparency / empowerment from the brands they interact with. By being real and not hiding things through the leasing process, properties can instantly stand out to this burgeoning group of renters and begin to build that trust and loyalty from the very first interaction.

You may be rolling your eyes by now and saying “you are already transparent with your listings and photos, and don’t hide anything”. Keep reading on and we’ll see just how transparent you’re really being throughout your leasing process. Below we have listed five ways that multifamily companies and professionals can begin to be more transparent in the way they market and lease. Follow these and you may find it leading you directly to more success and brand loyalty with future and current residents.

Transparent Marketing

Transparency needs to start with the very first interaction a prospective resident will have with your community and your brand. The very essence of your company’s or community’s marketing needs to be real and transparent. If you portray something to be one way and it turns out to not be that way at the property, nobody is happy at that point. And renters today have gotten pretty keen on sniffing that out. So, be real, show the real thing, tell the real story. Don’t try to hide small closets or parking lot views. Instead, show how residents are making the space work or enjoying the other high points of the community. The same goes for the surrounding neighborhood. Tout it, don’t hide it. People will see it at some point anyways. People are ultimately going to choose where they live based on what works best for them and their particular needs / desires — and that will be different for every single person.

Shameless video plug: Using video to showcase the property and surrounding areas can be a perfect way to let transparency shine through with the added benefit of showing the personality of the onsite team, current residents, and the neighborhood itself. Here’s a great example of how you can showcase the surround neighborhood in a fun, transparent way using video. 

Transparent Leasing

Leasing plain and simple cannot be done the same way it’s always been done. Particularly the touring part of the process. Expecting every single prospect to walk through the doors of your leasing office is not only highly unlikely anymore, but will likely lead to your leases taking significantly longer to sign than they actually need to. As we mentioned above, each prospective resident is an individual and is going to care about different things. One may care more about views; another would prefer a little extra privacy from their neighbors, etc. So, treat them as an individual, avoid any ‘fluff’ throughout the process, don’t oversell, and just cut straight to the chase. Real estate can be end up being pretty black and white / cut and dry for a lot of people if you simply show them exactly what they want to see…the real thing. 

Shameless video plug: Forget full production crews, fancy b-roll, and hired actors. There’s no need to get so extravagant with video when it comes to showcasing a unit to someone. Simple videos like this one or even hosting a live video tour for a prospect will instill trust and transparency into the process in a way that no fancy, gimmicky, staged tour will ever do. 

Transparent Move-In Processes

The move-in process at many multifamily continues to be one part of the process that for some reason is shrouded in mystery, stress, and frustration for residents. The pass off and communication with a resident from signed lease to move-in sometimes can break down. And it breaks down right at a key juncture of making sure that resident becomes a fan of the property and things go smoothly thereafter. Renewal with every single resident starts before they ever even move in at your community. Providing upfront, transparent communication and information about the move-in process and making that resident feel valued and welcomed throughout will set you and your team up for so much more success from the very beginning of that resident’s lifecycle with you. 

Shameless video plug: Here video can really shine. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. So, shoot a video, or multiple videos, like this one, walking residents through the move-in process, answering questions about their unit, communicating rules or expectations at the community, and anything else they may need to know. It’s a much more engaging (aka transparent) way to share the information, and they are much more likely to enjoy and remember it. 

Transparency During Construction and Renovations

Renovations at a community while residents are still living there is hardly ever pleasant. While the end result will often make life better for current and future residents, the process can seem long, loud, and arduous for those involved. New construction of multifamily communities can sometimes be no better. Construction delays, pushbacks, and missed deadlines are the bane of existence for leasing teams during pre-leasing and major frustrations for residents awaiting delivery of units. Whether new construction or renovation, one thing can smooth out both experiences in one fell swoop: transparent communication. If you have fun construction updates, share them! If you have bad construction updates, share them! Staying ahead of communication and over communicating with prospective or existing residents will foster transparency throughout the process and build trust with them through it. 

Record, post, and send construction update videos to engage with the lead list for new properties, or, for renovations of an existing property, use these videos to keep residents updated for renovations. And letting residents in on the action is an added bonus.

Shameless video plug: As one Realync user put it, “we live in an HGTV world right now, people understand construction.” Use video to provide key updates and let people know the status of things. Did the new cabinets just get installed and do they look amazing? Share that with your lead list and get them bought in on the space in the process. Things don’t need to be shiny or perfect to get people excited about them. Take this video for example — this got an incredible response from their lead list when showcasing the progress of their future amenities!   

Transparent Community Engagement

There are countless things property managers need to communicate with their residents and community about, and those communications can be sent in a wide variety of ways. Some means of communication clearly better than others though. Are you still posting flyers or putting notes under doors? Are you sending what seems like generic or templatized email communications to residents regarding critical or sensitive topics? When do things typically get done or responded to the fastest? When you’re talking face to face with someone. It’s real and raw, and body language is clear and transparent. It’s the best means of communication out there, but obviously not possible for all situations.

Shameless video plug: Video gets more clicks and views, and is a preferred means of communication by today’s generations. Emails with a video in them receive 96% more clicks than emails without. Using video to communicate with your residents can provide a real, transparent way of reinforcing community policies or communicating key information to residents, or a fun way of sending an invite to a community event. This is an incredible example of how one community decided to get creative about how they reinforce their pet waste policy instead of simply sending another mass email or sliding notes under doors yet again. The response? Incredible! 


One of the best ways to show true transparency throughout every stage of the multifamily process and resident lifecycle is through video. Whether it’s a live video or a pre-recorded one, video can be one of the best ways to create real connections and instill real trust and transparency into the process.

Until next time…keep it real!