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For an effective multifamily video marketing strategy, video is no longer just “nice to have” — it’s a must. But creating video content is only part of the equation. To truly make an impact (and prove it), you need a strategy for measuring what works.
In this article, we’re sharing five smart, actionable hacks to help you track video effectiveness, improve performance, and drive real results across leasing, marketing, and maintenance. These insights come straight from top multifamily professionals who are putting video to work — and seeing the data to back it up.
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Hack #1: Connect the Dots: Why Mapping the Renter Journey Matters
If you want to prove that your multifamily video marketing is effective, you need to know “how” it’s working — and that starts with understanding the complete renter journey. Too often, teams stop at surface-level metrics, like video views, but those numbers don’t tell the whole story. What actually matters is when, where, and who is engaging with your content. Because every touchpoint is a clue to what drives conversions, and without tracking that, you're flying blind.
Let’s say a prospect starts by watching a unit tour on your website. Next, they schedule a virtual tour, receive a personalized follow-up video from a leasing agent, and later — after they move in — they view a maintenance tutorial. Each of these moments adds up to a comprehensive view of how video supports the leasing process from start to finish.
And the data backs it up: After analyzing nearly 200,000 multifamily videos, we found that prospects who view even one video are 4x more likely to lease. Watch five videos? Conversion rates jump to almost 60%. But what about renters who don’t watch any video at all? They lease only 10% of the time.
Whether you’re using Realync or another tool, you need to start mapping content to outcomes. Realync just makes it easier, with CRM integrations and renter-level insights that tie video activity directly to leasing behavior.
With the Realync Analytics Dashboard, you can go beyond basic views and track exactly which videos are influencing renter behavior, where they’re watching, and what actions they take next. This kind of visibility makes it easier to optimize your content and show clear ROI to stakeholders.
So don’t settle for shallow metrics. When you connect the dots, you become the data hero your team needs.
Hack #2: Consistently Create Content and Share It Everywhere
Consistency is the secret ingredient behind every strong multifamily video marketing strategy. Whether you're posting to your website, texting prospects, or running social campaigns, regular content creation is what keeps your brand visible — and your pipeline moving. But consistency doesn’t just happen. It takes planning, tracking, and a bit of discipline.
The most effective multifamily teams treat video like a muscle they’re building. That means setting clear goals for the amount of content to create, assigning responsibility, and tracking progress on a weekly basis. If you don’t know how many videos your team made last month — or who’s contributing the most — you’re probably not creating enough.
That’s where tools like editorial calendars or video task lists come in handy. They help you map out what content you need, who’s doing what, and how to keep the momentum going. If you're using Realync, there's even a built-in task system to help you manage all of this within the platform!
Want proof that consistent content pays off? Just look at Connect Apartments. Their team produces a steady stream of short videos — covering everything from apartment hacks to maintenance tutorials — and shares them via QR codes, welcome emails, texts, and more. Then, they repurpose that same content on social to build brand awareness far beyond the building. It’s simple, scalable, and incredibly effective.
When content creation becomes routine, so does video ROI. And the more consistently you show up for your renters, the more likely they are to show up for you.
Hack #3: Make It Personal! Why Authenticity Drives Better Results
If your multifamily video marketing content isn’t resonating on a personal level, it’s probably not performing at its highest potential. Today’s renters crave authenticity. They want to see real people, real spaces, and real stories — not generic scripts or polished marketing speak. That’s why adding personality to your video content isn’t just a creative decision; it’s a performance strategy.
When leasing teams bring their own voice and energy to the screen, it creates an emotional connection. And that connection translates into measurable impact. Teams that incorporate personal touches into their video strategy often see higher closing rates, stronger lead-to-tour conversions, and even improved resident satisfaction scores.
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.
One company putting this into practice is Trilogy Residential, where Faith Barker, Marketing Manager, has empowered her team to lean into authenticity. In the clip below, you’ll see how a simple, personal unit tour, filled with warm commentary and relatable details, can transform the way a prospect experiences a space.
If you’re tracking video effectiveness — and you should be — don’t overlook the power of personality. Whether it’s a tour, a follow-up message, or a quick community update, authentic content builds trust. And trust is what gets leases signed.
Hack #4: Cast a Wider Net to Boost Performance
Creating great video content is only half the battle. To maximize ROI, your videos need to go to work, and that means sharing them across as many touchpoints as possible. It’s a simple truth: The more places your content lives, the more value you get from every second of video you’ve created.
Too often, teams stop short after posting a video to their website or YouTube channel. But that same video can (and should) be repurposed across your ILS listings, interactive site maps, social channels, paid ads, emails, text messages, and more. This kind of omnichannel strategy doesn’t just increase exposure — it improves performance across your entire marketing stack. Think better click-through rates, lower cost-per-lead, and a more cohesive prospect experience.
And here’s where measurement comes in: Don’t just distribute your videos — track the before and after. Look at how many views, leads, or conversions your website, ads, or listings generated before video, and compare it to performance after video was added. Many multifamily teams find that adding video lowers ad costs, boosts lead quality, and provides new insights into what's actually driving conversions.
One team doing this exceptionally well is JVM Realty. Their multifamily video marketing content shows up in all the right places — from their website’s homepage and floor plan pages to social media, self-guided tours, and automated follow-ups. By distributing their content broadly and consistently, JVM has made each video an always-on leasing assistant, and they’ve gathered the performance data to prove it’s working.
So here’s your challenge: Make a list of every place you could share just one video, then start tracking what happens when you do. With the right distribution and data, you’re not just creating content; you’re creating momentum.
Hack #5: Use Video to Cut Maintenance Requests
If your maintenance team is buried under work orders, video might be your secret weapon. 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, they protect your team’s time and energy for the work that really matters.
Just ask Carroll VanHook-Weaver, Director of Leasing and Marketing at Akara Living, who’s helped open 14 lease-ups and managed over 60,000 beds. After analyzing a full year of data across 1,000 units, her team discovered that 35% of service requests were for basic issues, such as appliance repairs, GFI resets, HVAC filter replacements, and breaker switch replacements. At 15 minutes per work order, that adds up fast — more than 760 staff hours annually.
So what did they do? They got in front of the problem with short, clear maintenance videos, such as how to reset a tripped breaker or replace an air filter. Over time, that strategy has saved her team an estimated 1,100 work orders and 11 full days of labor.
But the value of video doesn’t stop at maintenance. Akara also embeds unit-level and amenity tours on their websites and ILS listings. This gives prospects the exact information they need to self-qualify, resulting in fewer in-person tours and more ready-to-rent leads for the leasing team.
The bottom line: When video is used to inform and educate, it does more than market — it multiplies team productivity, improves the resident experience, and accelerates leasing outcomes.
Measuring the effectiveness of your multifamily video marketing doesn’t have to be complicated. From tracking renter touchpoints to getting creative with video distribution, these five hacks can help you prove ROI and make your leasing team shine.
Want help creating and measuring the kind of content that actually drives leases? Let’s chat about how Realync’s platform can do just that.
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