In the multifamily industry, competition is unavoidable. We are all aiming for the same end goals–to lease more units and to lease them fast. And in today’s world of Snapchats, Instas and Facebook live feeds, people have come to not only rely on but expect decent photos and captivating video–and apartments units are no exception.

When crafting your community’s marketing strategy, it is important for you to not only keep in line with the times when it comes to your marketing channels, but also think long and hard about what will engage your potential tenants and drive them to ultimately perform your call-to-action.

We live in a visual world, there’s no escaping it. So, a major part of appealing to your renters is boosting your visual appeal. Photography and video are two simple tactics that you can implement now to break through the online clutter and pull your renters into learning more about your community, all the while increasing your visibility, boosting your engagement and raising your conversion.

Prioritizing photography

Investing in good property photos is key to boosting the effectiveness and aesthetic of your website, in addition to the rest of your ILS listings, social media posts and print marketing collateral. While hiring a professional photographer is ideal, if, by chance, your budget is tight this year, there are steps you can take yourself to ensure a great photo every time.

A decent photo begins with a great camera. Purchasing a good quality, high-definition camera will afford you the ability to take professional grade, high-definition photos minus the associated cost. When beginning your shoot, ensure your units are clutter-free, clean and have ample lighting. Know that a little staging can go a long way for your renters. It helps them to visualize their new life in your unit. Angles and perspectives are also key to taking that perfect photo. Use angles that highlight the unique apartment features or amenities. Add some variety to your shots by incorporating both wide and center angles and leverage furniture, flooring and some old-fashioned knee work to diversify your vantage points.

Incorporating video walk-throughs

As mobile search continues to rise as a preferred search tool, video is quickly becoming the new normal across the web. It allows you to showcase your property’s character, increase visibility and help foster trust in your community brand. In turn, your prospects are better able to connect and engage with your property on a more personal level. When creating your video walkthrough, it should be as helpful for your residents as possible, while low on the over-the-top glitzy factor, as your prospects will see right through the glam and move on to the next property. Consider the top questions your tenants would likely find valuable, like your community’s overall look and feel, floorplans, unit details and any special amenities, like community room, pool, etc. Remember, your prospects are yearning to know what their life would be like while residing at your property, so try to resist the urge to oversell and concentrate your video efforts on telling your story instead.

Rentbot can help.

Making a strong first impression is important to establishing a trustworthy and genuine relationship with your prospects. What better way to start than by incorporating great photos and engaging video content onto your new Rentbot website. Choose from our gorgeous, professional designs and multiple color options, and we’ll incorporate your high-definition photos and video into a mobile-friendly, conversion-optimized layout that will drive your tenants to contact you to schedule a tour.

Ready to see what Rentbot can do for you? Try a new high-performance website for your multifamily property free for 30 days and be well on your way to your tenants’ picture perfect community in no time.

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.