Video has become essential in multifamily marketing — but simply creating videos isn’t enough. To drive leases, reduce operational strain and prove ROI, teams need to understand what’s working, where it works and why.
Below are five proven, data-backed hacks multifamily operators use to turn video into measurable results across leasing, marketing and maintenance.
1. Map video to the renter journey
If you’re only tracking video views, you’re missing the full story. What matters most is how video influences renter behavior throughout the entire journey — from first click to move-in and beyond.
For example, a prospect may watch a unit tour on your website, schedule a virtual tour, receive a personalized follow-up video and later view a maintenance tutorial after moving in. Each interaction builds momentum toward conversion.
The data is clear. After analyzing nearly 200,000 multifamily videos, Realync found that prospects who watch just one video are 4x more likely to lease. Watch five videos and conversion rates approach 60%. Prospects who watch no videos lease only 10% of the time.
To prove ROI, map video engagement to renter actions. Platforms with CRM integrations and renter-level analytics make it possible to track which videos drive leasing decisions — turning video data into meaningful insights.
2. Be consistent — and share everywhere
Consistency fuels successful video strategies. High-performing teams treat video creation as an ongoing habit, not a one-time effort.
That means setting clear production goals, assigning ownership and tracking output. If you don’t know how many videos your team produced last month — or who’s producing them — you’re likely leaving an opportunity on the table.
Connect Apartments demonstrates this well by producing short, practical videos — like apartment hacks and maintenance tips — and sharing them via QR codes, emails, texts and social channels to build brand awareness. The same content serves multiple purposes, increasing reach without increasing workload.
When video creation becomes routine, performance follows.
3. Choose authenticity over perfection
Today’s renters want real people and real spaces — not scripted marketing language. Authentic, personality-driven video consistently outperforms highly polished content because it builds trust.
Leasing teams that bring their own voice to tours, follow-ups and community updates often see higher closing rates, stronger lead-to-tour conversions and improved resident satisfaction.
Trilogy Residential embraces this approach by empowering teams to create warm, conversational unit tours. These personal touches create stronger emotional connections — and those connections show up in the data.
Trust drives leases and authenticity builds trust. These aren’t just vanity metrics; they’re business drivers. With tools like Live Video Intelligence, your team can analyze how these live, personal interactions influence prospect behavior, so you can double down on what works and adjust where needed.
4. Repurpose video to multiply ROI
Creating a video is only half the equation. Distribution is where ROI compounds.
High-performing teams repurpose the same video across websites, ILS listings, interactive site maps, social media, paid ads, emails, texts and self-guided tours. This omnichannel approach increases exposure while improving performance metrics like click-through rates, cost per lead and lead quality.
Teams that do this exceptionally well exemplify this strategy by placing video across every major prospect touchpoint — turning each video into an always-on leasing assistant.
To measure impact, compare performance before and after adding video to ads, listings, or landing pages. Many teams find that video lowers advertising costs while improving conversion quality.
5. Use video to reduce maintenance requests
Video isn’t just a marketing tool — it’s an operational one. One of the most overlooked opportunities in a multifamily video marketing strategy is using short, resident-facing clips to proactively address common maintenance issues. These DIY-style videos not only empower renters but also protect your team’s time and energy for the work that really matters.
At one company, a year-long analysis across 1,000 units revealed that 35% of maintenance requests were for simple issues like breaker resets or HVAC filter replacements. That added up to hundreds of staff hours annually.
By creating short, proactive maintenance videos, the company reduced service requests by an estimated 1,100 work orders, saving 11 full days of labor. They also embed unit and amenity videos on websites and ILS listings, helping prospects self-qualify and reducing unnecessary tours.
The bottom line
Multifamily video marketing doesn’t have to be complex. By mapping video to renter behavior, staying consistent, embracing authenticity, expanding distribution and using video beyond leasing, teams can prove ROI and unlock real performance gains.
When measured and optimized correctly, video doesn’t just market communities — it drives leases, saves time and improves the resident experience. Learn how to turn prospects into renters today with Realync.
