50 Years of Fair Housing

This April, multifamily and real estate professionals all over the United States join to celebrate the passage of one of the most important pieces of legislation in the industry – the 50th anniversary of the Fair Housing Act.

As a quick review, the Fair Housing Act, in its first iteration, was passed in 1968. Its aim was, and still is, to protect people from discrimination when they are renting, buying, or securing financing for any housing.

Initially, the Act covered discrimination on the basis of race, color, national origin, religion. Then, in 1988, President Ronald Reagan amended the Act to include protection based on sex, disability and the presence of children. The 1988 amendment also strengthened enforcement of fair housing law by making it easier for victims of discrimination to sue and stiffening penalties for those who discriminate.

While quite a lot has happened in the last half century, the Fair Housing Act continues to impact the real estate industry in very significant ways. Multifamily properties in particular are under significant pressure to be vigilant that they aren’t unintentionally violating the Act.

The Fair Housing Act is truly a living, breathing piece of legislation that must continue to evolve as people and communities, as well as the needs and demands of the real estate market, change. As such, multifamily companies and communities must work to stay up to date on the evolution of Fair Housing and stay in the know on how they can continue to stay compliant with it.

One area to pay attention to is how marketing in the real estate industry has evolved. As property groups and communities look to market themselves in the digital age, they need to keep the tenants of the Fair Housing Act in mind as they develop those digital materials and strategies. At the top of everyone’s minds currently is the Fair Housing lawsuit currently taking place claiming that Facebook’s online marketing algorithms allow targeting and discrimination against specific groups for housing providers. Also a hot topic though is, no doubt, video.

By 2019, online video traffic in the United States will account for 85% of all consumer Internet traffic, and this doesn’t even include video exchanged through peer-to-peer. Video is a great way to reach a wide audience and can be an ideal vehicle to share a property with prospective residents no matter where they are. And today’s multifamily marketers not already using video soon will. After all, real estate listings with video receive 403% more inquiries than those that do not include video.

Given the overwhelming prevalence and impact of video in today’s real estate marketing efforts, keeping these videos compliant with the Fair Housing Act is critical. Multifamily professionals should remain aware of some major problems that can interfere with fair housing compliance when using video for leasing or marketing purposes.

Beyond some of the more obvious tips – use diversity in images and ensure language is welcoming to all – there remain some more hidden issues and potential minefields. These issues can bubble up under the following circumstances:

  • When providing video experiences to prospective residents without displaying the Equal Housing Opportunity logo and disclaimer.
  • When adding the Equal Housing Opportunity logo and disclaimer to videos sent to some prospective residents but not to others.
  • When adding the Equal Housing Opportunity logo and disclaimer to videos for some properties but not others.
  • When claims are made against your team or community but there is no recording or audit trail to use in defense.

The good news is that staying compliant with Fair Housing laws while using video for your communities can actually be really easy. Here are a few tips to pay attention to and integrate:

  • Automatically and consistently add the Equal Housing Opportunity logo and disclaimer to video tours – both live and prerecorded.
  • Provide a standardized video process and strategy across the portfolio in terms of how video is shot, shared, saved, and used.
  • Save all video activities to the cloud to provide a documented audit trail of every recorded or live video your team produces.
  • Work with a company that specializes in real estate video and is staying in tune with Fair Housing laws in order to keep you and your videos compliant 🙂 

The Fair Housing Act is something to be celebrated in the real estate industry. It allows everyone access to the safe and affordable housing they need and helps to keep communities running and thriving. The good that the Fair Housing Act provides should be reason enough to make sure that as the industry and the way real estate marketing evolves, compliance with Fair Housing stays top of mind.

If you want to learn more about how Realync can make your teams Fair Housing compliant and provide a standardized, documented process for your teams to find success with video, shoot us an email. We’re here to help: sales@realync.com. 

Until next time…keep it real!




National Apartment Housing Month

April is National Apartment Housing Month, an expansion on 2017’s National Apartment Housing Day. With the enormous impact the multifamily industry has on the social and economic activity on the local, state and national level, we agree that a day just wasn’t enough.

The National Apartment Association (NAA) deemed April the month to celebrate the apartment housing industry, all it offers to communities, and the exciting current and future opportunities it offers to individuals as well. April is also a time to celebrate those who work in the industry through Residential Property Management (RPM) Careers Month.

Throughout the month, NAA is encouraging affiliates and industry-members to get involved in promoting the good that the industry does in the community and careers that it provides. Let’s take a look a look at the strong growth and influence this industry has on communities and the economy as a whole – and why Realync is so grateful to be a part of this incredible industry.

It’s one thing to claim multifamily communities have an impact on the economy – it’s another to show the facts. Apartment communities and their residents contribute $3.5 billion to the economy EACH DAY. That adds up to $1.3 trillion generated for the US economy each year. Along with that comes 12.3 million jobs in construction, operations, leasing, management and skilled trades, as well as all the local businesses supported by apartments and their residents.

And those numbers will only grow as demand for multifamily housing grows. Currently, those under thirty account for 50 percent of renters in the US. As this blog has covered before, the desirability of apartment living for the Millennial and the Gen Z population is only increasing, and they are only part of the puzzle. While they are the largest demographic groups in the U.S., and half the rental population, the aging baby boomers and an increase in empty nesters also play a major role in the increased demand for rental housing. Today there are 20.4 million apartments. By 2030, the country will see an increase in demand to the tune of an additional 4.6 million new multifamily residences.

That number won’t be easy to come by though. It will take the right public and private sector partnerships, technology, vendors, and, of course, RPM professionals.

“With one-third of Americans now renting their homes, there has never been a more exciting time to be a part of the apartment housing industry,” said Robert Pinnegar, CAE, President & CEO of the National Apartment Association. “An RPM career provides a great start for college students, grads, military members in transition and well-qualified candidates seeking a career change. Our industry also provides ample opportunities to give back to the community you live in as well. National Apartment Housing Month celebrates the best our industry has to offer.”

This massive demand for rental properties in desirable neighborhoods isn’t going to slow down. It creates a dynamic and exciting time for those in the industry to find ways to work together to make it happen. And for those who provide services to this industry? The sky’s the limit for those willing to pay attention and give the industry what it needs to succeed – particularly in terms of technology. In 1981, 22% of home buyers read newspaper ads to find a home and 8% used friends as an information source. Today, 44% look for properties online first. With this shift comes the widening breadth of what it means to be in the apartment industry and the subsequent economic impact it has.

The month of April also commemorates the 50th Anniversary of the Fair Housing Act. The Fair Housing Act protects people from discrimination when they are renting, buying, or securing financing for housing. The prohibitions specifically cover discrimination because of race, color, national origin, religion, sex, disability and the presence of children. All people deserve access to safe and affordable housing and while April is the official month to celebrate this monumental piece of legislation, it is policy to be recognized year-round.

There has never been a more exciting time than NOW to be a part of the apartment housing industry. Realync is proud to be a part of this growing and thriving industry, offering a video leasing & engagement platform connecting multifamily professionals with their prospective and current residents in new, innovative ways. This month, and every month, is a good one to celebrate this industry and all the people in it.

Until next time…keep it real! 

How to Close Sight-Unseen Leases On the Spot

The popularity and overall importance of online video is undeniable. When it comes to capturing and keeping the attention of today’s consumer, few channels are more effective. In fact, by 2019, global consumer Internet video traffic will account for 80 percent of all consumer Internet traffic, according to Cisco’s Visual Networking Index. In addition to that, 72 percent of people would rather use video than any other channel to learn about a product or service.

For today’s multifamily communities, and regular readers of this blog, the value of video is clear. It helps drive engagement, it’s easy, extremely impactful, and can draw in today’s highly valued Gen Z and Millennial market better than any other method.

Live video in particular is a perfect way to engage with both a broad audience and one-on-one when distance or time is a barrier preventing someone from visiting in person. Leasing agents can conduct open houses or personal tours via live video, showcase the neighborhood while live, and answer any questions on the spot. Plus, its what the consumer wants. 80 percent of audiences would rather watch live video from a brand than read a blog, and 82 percent prefer live video from a brand to social posts.

However, many property managers and leasing agents think of video as just a way to get a potential new resident “in the door,” so to speak. If that is all they use live video for, they are missing a huge closing opportunity. They have the attention of a valuable lead. Why not take the most advantage possible? Capitalize on that attention with a focused end goal converting that lead.

Live video is so much more than just a way to market a multifamily property or post something creative on social media. Video can be one of the most valuable and impactful sales enablement solutions available for an onsite leasing team.

Live Video as a Sales Tool

Thinking about it, it really is common sense. If the audience’s attention is captured, keep it and close the deal.

Video is a much more engaging tool than email or phone calls, particular if the video is live and one-on-one. For example, if the most successful live video tour ever just occurred and the leasing agent chooses to email or call as the follow up, closing this prospective renter could be at risk. They were basically in the office during the live video tour; use that time to pull them the rest of the way through the funnel.

For many prospective residents, it isn’t a given that they’ll be able to come in, visit the property, and sit down with a leasing agent. Or, they may simply not want to. Sitting back down ‘together’ in the leasing office via live video after conducting a tour can be the thing that saves a sale and/or gets it to the finish line quicker. Keep the video going for a face-to-face conversation while sitting at your desk with the prospective resident live on the other side. Fill out information about them, ask them questions, get to know them, and all the while, be building towards an application. Having that prospective resident live and in front of you via video is literally the next closest thing to having that prospective resident sitting there in person. Simply being equipped and prepared to connect with that lead through live video and having a focused attitude that you can convert them sight-unseen could be the difference between losing and signing a lead.

The Real Deal

This all sounds great…in theory, right? But it’s more than just theory. It is really happening. In the last week, Realync saw two different communities host over 30 minute live video tours for prospective residents.

In both cases, the leasing agent took the prospective resident for a tour of the property, showcasing all of the amenities and specific floor plans. At the end of the tour, the agents, with their virtual clients, ended up back in the leasing office. While there, they pulled up the lease application on the spot to discuss pricing and offers. By not stopping with the tour, these savvy agents used video to do more, saving time and money on all ends of the deal.

The power of video is only going to continue to grow. It’s time to use it to its greatest advantage. Live video creates a more human connection and instills both trust and transparency into the process. Once that prospective renter has spent time with an agent, built a relationship, and seen the space that they could be living in as it stands at that point in time, they can trust and relate to things in a much more personalized way. That connection, while once preserved only for in person interactions, can now be created virtually and is more likely to get that lease signed sight unseen.

If you have any questions on how you can increase your sight unseen leasing with prospective residents or simply want to differentiate or streamline your leasing efforts, contact sales@realync.com to see how you can get started. 

Until next time…keep it real!

Multifamily Resident Engagement in 2018

Nothing comes close to video when looking for true audience engagement. Even as digital trends continue to evolve and change, people find themselves continuously drawn to the play button.

No matter the industry, video is the way to draw in an audience and keep them engaged with the content. A recent study from Diode Digital found that video promotion is 600% more effective than print and direct mail combined. Not only that, but before reading a single line of text, 60% of audiences will watch a video if available. And video drives a 157% increase in organic traffic from search engine results pages. Blog posts incorporating video attract 3x as many inbound links as blog posts without video and combining video with full-page ads boosts engagement by 22 percent.

Not to mention video is a much better value for the investment. Viewers retain 95% of a message when they watch it in a video compared to only 10% when reading it in text.

In the multifamily world, quite a bit of effort is put into garnering prospective residents. And for good reason! But what about offering compelling and engaging content to those who have already signed on the dotted line? Keeping current residents engaged with the community right off the bat is critical both for keeping them and creating champions for the community. In 2018, video is clearly the way to do that.

While the above statistics are compelling, it takes more than statistics for practical usage. Here are a few examples of how -and why- video can be the way to win with resident engagement.

A Welcome Video

There is only one chance to make a first impression. Now, while this may not be the FIRST first impression, it’s their first as a new member of the community. Send them a personalized welcome video via email, text, or social media. Use this as an opportunity to show off the personalities of the office team and reinforce why this they chose your community to begin with. It’s a simple way to differentiate and make a lasting impact.

Move-in Videos

From all the boxes and the to-do lists, to the double checking that this service or that has been set up, to the “did I send them my new address,” moving is STRESSFUL. Alleviate some of that stress and go the extra mile for new residents by shooting a quick move-in video for them. Many communities will send a full email or provide documents that detail the move-in processes and procedures, but embedding a video like this one can mean a 19% increase in open rates and even greater retention of what they viewed in the video. Take advantage of what video can do for your team and take the time to show new residents how to get to the loading dock, how to operate the freight elevator, and where they can find help and any other necessary details. Explaining the process in an easy to reference video can make all the difference, while also leaving new residents with a positive early impression.

Maintenance Team Videos

In multifamily communities, the maintenance team is often the glue that keeps things running. Take a moment to introduce them to residents and ensure their faces are familiar — especially since they’ll be the ones going into residents’ homes to fix things or provide other upkeep. This also allows residents to feel more comfortable with those visits and feel more engaged with the community team members. Interested in killing two birds with one stone? Film the maintenance team answering frequently asked questions about unit care or providing easy maintenance tips like how to fix a leaky sink, check if a breaker tripped, or other quick tips to send out to residents. You can also use video to promote new programs available to residents, like this video promoting new valet trash services. The more residents know, the more they can avoid simple maintenance calls.

General Community videos

Community videos can cover a variety of different and important areas. They can range from sending a video reinforcing specific community policies, like this one, to sending a video invite to a resident event, or a video of the clubhouse all decorated for an upcoming holiday. Send these videos via email to residents or share them in private, resident-only groups on social channels. And don’t worry about whether those valuable videos will be seen. Over 500 million (half a BILLION) people watch video on Facebook every day.

While video is a strong leasing tool for communities, it can also be one of the best ways to engage and retain residents while living in your community. And the happier they are, the more they’ll be willing to recommend the community to their friends, perhaps even by sharing a video or two that their savvy leasing agent has created.

Until next time…keep it real!

Video Proving Invaluable for Pre-Leasing

Video content views have jumped a whopping 256% since 2016.

By 2019, video traffic online will account for 80% of all consumer Internet traffic, and this doesn’t even include video exchanged through peer-to-peer. For the United States, that statistic rises to 85%!

Not enough? 87% of marketers already use video in their campaigns.

Want more? 63% of US Internet users ages 18 to 34 regularly watch live video.

Statistic after statistic. Article after article. They all prove the same thing. Video works and is the difference maker when it comes to your marketing efforts online. And just like any other, that is certainly true for the multifamily industry. Still a skeptic? Fine, but try and deny after reading this one more bit of hard evidence.

No better feeling than closing a hard sale, right?

Real estate development and construction company Bozzuto was able to pre-lease a 390 unit community to 25% occupancy without a single in-person tour and while in an offsite leasing office. How? With the power of video, of course!

The Pre-leasing Challenge

Pre-leasing, or signing a lease on an apartment in advance of construction, can already be a challenge for any multifamily professional. However, in the case of Bozzuto’s project, there were some unique aspects that made it even more so. Fifield Development Company tasked Bozzuto with managing The Sinclair, a new, luxury Class-A community in Chicago’s Gold Coast. They were more than up to the challenge, except the leasing office would be offsite throughout construction. While not extremely uncommon, that was compounded by the fact that prospective residents would not have opportunities for in-person visits to the property until its launch as well (aka no hard hat tours). This meant Bozzuto’s team was asking residents to sign on the dotted line sight-unseen. With lofty pre-leasing goals, Bozzuto knew they would need something creative and special.

Lights, Camera, Action!

This is one of those shining examples of video being not just one winning option, but perhaps the only winning option. By using Realync’s video leasing technology, Bozzuto was able to streamline the pre-leasing process and showcase their building in a real, transparent way that made prospective residents comfortable enough to make The Sinclair their next home before ever stepping foot in it. Here’s how:

1) Show Them What They Want to See

Not able to physically host prospective residents for hard hat tours? No problem! Even if you can do hard hat tours during construction, the are not necessary anymore. Video (both live and pre-recorded) allows onsite teams to still show each individual prospect exactly what they want to see in the property. Record personalized videos that showcase the two bedroom floor plans and the views from units that could fit their needs. Did the cabinets just go in yesterday? Show them that! Keep them updated on the progress of the property to build buy-in and get them picturing themselves in the community.

2) Then Show Them Even More

Don’t stop at showing them units that work for them and sending them construction updates of just that specific unit. Showcase the entire community. Show them the progress on the pool and amenities, how the common areas are coming together, the view from the clubhouse on the top floor, etc. The more you engage with prospective residents via video (again…both live and pre-recorded), the more you will build a relationship with them and build buy-in. If someone reached out interested in a 2 bedroom unit and you simply sent them one video that shows the layout of a particular floor plan, but it’s not on the floor they’d be on and not the exact view they’d have, do you expect that prospective resident to be satisfied? No. Go above and beyond, and truly showcase your community. Show it off and show them what it will truly be like to live in your community. This is where Bozzuto thrived at The Sinclair! They treated every prospect like the most important and went above and beyond to showcase their community to that lead.

3) Engage Engage Engage

Video allows onsite teams to engage with individual prospects, entire lead lists, and the community’s entire online audience with content that will actually get viewed. All the videos that Bozzuto created at The Sinclair would have done no good for them if nobody saw them. Their team thrived because they not only created an incredible amount of content that they could use and reuse over and over, but they shared that video content in outbound email campaigns to their lead lists, shared it on social media, and sent it directly to prospective residents as previews and tours. This is a particularly good decision considering video in an email leads to a 200-300% increase in click through rates. Even greater than email campaigns is social media — video generates 1200% more shares than text and images combined. Using one, or all, of these tactics means valuable video content being seen – not just created.

Realync’s video leasing & engagement platform gave Bozzuto’s team at The Sinclair a way to showcase the space and continue leasing in the absence of an onsite leasing office or the ability to do hard hat tours. Video allowed their team to build relationships, show prospects exactly what they wanted to see, and build buy-in to get those precious leases signed. The results? 25% pre-leased in just four months – a true pre-leasing success.

Do you have a new community that’ll be pre-leasing soon? Intrigued or interested in learning more? Message sales@realync.com to dive deeper and learn how you can be the champion of pre-leasing as well.

Millennial vs Gen Z Renters

There has been a tectonic shift in the multifamily industry and this shift doesn’t involve earthquake insurance. It’s the rise of and presence of Millennials and Generation Z as major players in the rental market.

Millennials make up the demographic born just after Generation X – between 1980 and 2000. As of this year, 2018, they have the most spending power of any previous generation. Gen Z comes just after Millennials, born from 2001 to current day. They are already over 25% of the US population and, by 2020, will account for a third of the US population while overtaking Millennials as the generation with the most spending power.

They are also the two most digitally focused generations yet. 65% of Millennials say losing their phone or computer would have a greater negative impact on their daily routine than losing their car whereas 40% of Gen Zers said that working Wifi was more important to them than working bathrooms.

With those statistics alone, it is rather obvious why multifamily owners and managers need to find the best digital methods to market to and connect with both demographics. However, before even attempting to develop effective digital marketing strategies to reach these groups, spend some time finding out WHO they are. Let’s take a closer look at these two burgeoning demographics of prospective residents, how they’re different, and what they value.

Millennials Vs Gen Z: The Technology They Grew Up With (or are Growing Up With)

Millennials remember dial up internet, playing Solitaire and Oregon Trail – and thinking it was magical. They communicated with their friends using AOL Instant Messenger. The first iteration of smartphones came about during their early lifetimes. All of those developments came, understandably, with their hiccups. But because of that, Millennials have a more patience with technology and their expectations aren’t as high.

Contrast that with Gen Z. They were born into a world overrun with technology, instant access and instant gratification. They have never not lived in a non-connected world. They have only had experience with tried and tested, more advanced technology. The new iteration of Oregon Trail was a fun, vintage trope. Because of this, they have higher expectations and are far less patient with the digital world.

Add onto that the average attention span of each generation and you have yourself a convoluted mess of two very different demographics to pursue in very different ways. With Millennials, you have a solid 12 second attention span. That’s far too long for a Gen Z though. They only have 8 seconds of attention to give.

Millennials Vs Gen Z: How Technology is Used

While these groups have much in common in terms of how they use technology, there are some critical differences that multifamily professionals can use to hone in on that make the most sense for them.

Both Millennials and Gen Z use technology heavily in their daily lives; however, Millennials are described as tech savvy, whereas Gen Z as tech innate. So what does that really mean? The tech savvy Millennial is comfortable working with two screens at once. and are “now” focused curators and sharers who communicate heavily via text. They are optimists wanting to be discovered.

Contrast that with a tech innate Gen Zer and there is a clear difference. Gen Z are comfortable working through five screens at once, but that’s just the tip. They are creators and collaborators who communicate with images, rather than text. They stay focused on the future, but are also realists who want to work for their success.

Millennials Vs Gen Z: What they Value in a Brand

What is perhaps most important for multifamily professionals to know is what these demographics value in the brands they interact with. How can a multifamily community break through and appeal to both amidst their differing attention spans and preferences?

For Millennials, it is about developing loyalty to the brand. They cozy up to brands they know and support. And they prefer interactions with a company or brand via social media. 34% of Millennials like a company or brand more if they have engaged with it on social media. Gen Z also find social media a preferred communication channel – especially over email. They are 3x more likely to open a chat message received via push notification on their phone than an email. But unlike Millennials, they don’t have as much brand loyalty. They want to be independent.

​“They [Gen Z] expect businesses, brands, and retailers to be loyal to them. If they don’t feel appreciated, they’re going to move on. It’s not about them being loyal to the business.”

Marcie Merriman, Executive Director of Growth Strategy, Ernst & Young

So a very clear and practical tip for reaching Gen Z — don’t use email. Also, build brand loyalty with Millennials, but leave enough space for Gen Z to feel their own independence. But how?

By being transparent, sharing your values, making it personal, and being authentic. BE REAL.

Millennials crave transparency and Gen Z demand authenticity. They want to see content that’s actually attainable and not overly polished or photoshopped. They value real over anything else and despise photoshopped or misleading ads, posts, or content.

Though this post only scratches the surface of what we could cover about Millennial and Gen Z renters, the key takeaway is that in order to build loyalty and credibility, you must be authentic and BE REAL.

Want to learn more about how you can market to and close Millennial and Gen Z renters? Check out our latest ebook all about multifamily marketing in the 21st Century to Millennials and Gen Z. 

5 Reasons Why Video is (already) Winning in 2018

2017 was a full on revolution for the world of video marketing and while we’re only a few months in, 2018 is shaping up to follow suit.

For multifamily professionals, video is likely already a part of the marketing toolbox in some way, shape, form; however, our guess is that it is being highly underutilized. If you have not started using video and are still holding out wondering if investment in video is really worth the time, money and effort, then you really need to keep reading. 

As readers of this blog know, the answer to whether video is worth the time, money and effort is an unequivocal yes. The time, the cost, and the talent needed to create quality marketing and leasing videos for a property is not as high as you likely imagine and is well within grasp. Not to mention it is one of the most profitable and multipurpose marketing available today.

Read on to see our top five reasons why video is already winning the marketing and leasing game this year for multifamily professionals – and why you really need to get onboard.

Video is Watched

Video is able to provide one of the best returns on investment for multifamily marketers and leasing teams because it communicates a message concisely in an interactive manner and people react to it. Today’s consumers, particularly Millennials and Gen Zs, watch more video than ever before. Facebook has over 2 billion active monthly users and nearly half of them watch more than an hour of video on Facebook every week. It’s not just Facebook either — 82% of Twitter users watch video content daily and brands on Instagram have increased their video output 100% since 2016. All you need to do is look at social media to easily see that video is the means of communicating messages online today and is being consumed in very large quantities.

Video is Shared

Getting prospective residents to watch your video is great. What’s even better though is getting them to share it! Posting and sharing videos of your community increases the potential of broadening your audience simply by people sharing that content. The best and easiest way to see that sharing is, again, by looking at videos posted on social media platforms. Videos on Facebook are shared seven times more than links or text. Equally, videos on Twitter are six times more likely to get retweeted than photos, and videos on Instagram receive three times more comments than photos. Your online audience is never just the people that like or follow your page / account or visit your community website. You need to broaden that reach and there currently is no better way than engaging video content getting liked, favorited, retweeted and shared. 

Video is Mobile

Video and mobile devices are a perfect match. How perfect? In 2017, 90% of consumers watched videos on their mobile device and mobile video consumption on YouTube has gone up every year…by 100%. Video engagement on mobile devices is literally doubling year over year. Smartphones and other mobile devices are increasingly popular and people like watching videos on the go. Having videos that are mobile-ready (cloud-based, 2 minutes or less, filmed in landscape mode, have subtitles, etc.) is critical for success with video and a key to unlocking increased connectivity with prospective residents. Google claims that smartphone users are twice as likely to feel connected to a brand showing them video content via their devices than brands not using video.

Video is Trustworthy

Speaking of consumers feeling more connected with brands when viewing videos — video is the easiest way to instill trust & transparency into the online real estate search process. Prospective residents not only need to be attracted to your community and online content in order to take a next step, but they need to feel that they can trust what they’re seeing. Video goes a long way in building that immediate trust and facilitating openness with your marketing efforts. It gives your team the ability to let their personalities shine through and is a way to showcase your space as it truly is. Effective videos are REAL.

Video is Real

Or at least it should be. Today’s target audience of buyers and renters want real, so much so that authentic, real videos on Instagram are much more popular and outperform staged, professionals ones eight times over. Millennials hunt for brands that champion transparency and share their values, while Gen Z takes it even further to where they value real over anything else and hate photoshopped or misleading ads, posts, or content. 75% of Millennials and Gen Z will share their personal contact information in exchange for a personalized, real experience and nothing can get more personalized and real in an online experience than video — especially live video. Forgoing artificial, created, staged, photoshopped experiences for authentic, real, transparent ones is winning online and winning for multifamily communities around the world.

Video is clearly winning in 2018. If you’re in the multifamily space and are not winning with video yet, it is time to take a first step. Knowing that video is a critical component to a your multifamily marketing and leasing process is only half the battle. It’s time to truly understand the why and how behind video, and start to apply it .

Already seeing the above play out for you and your team? Kudos to you for leading the charge and congrats on the success that you most likely are seeing because of it! 

Want to learn more about the data and statistics behind how video is winning already in 2018, or want to hear some case studies / success stories from multifamily communities across the US that are winning with video? Reach out to us at sales@realync.com — we’re here to help! 

Until next time…keep it real!