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What does it take to move from “we have video” to “video is how we lease”? For Dolben, the answer wasn’t just technology — it was intentionality, accountability, and culture change.
With more than 70 communities and 16,000 units, Dolben needed a way to deliver a consistent, high-quality experience for prospects while enabling onsite teams to execute at scale.
However, John Schroeder, Vice President of Marketing for the Dolben Company, saw an opportunity and took it. By fully embracing Realync, he helped transform video from an underutilized tool into a core driver of leasing performance.
The result: nearly 4,000 videos produced in a single year, stronger prospect engagement, and a more standardized experience across the portfolio.
Building a Video-First Leasing Culture
When John joined Dolben in 2023, Realync was already in place, but not fully activated. Early adoption was inconsistent, and video was considered more of a “nice-to-have” tool rather than a core part of the leasing strategy.
That changed as Dolben underwent a broader digital transformation, including a new website experience and a directive to showcase unit-level information across every property.
In that process, Realync became an indispensable tool, creating the perfect opportunity to leverage video for meaningful engagement and success. And instead of treating video as a marketing add-on, John reframed it as a leasing asset, noting that “It really put into the hands of our onsite teams the ability to easily film virtual tours themselves.”
By 2025, that shift was evident. Teams across the portfolio rallied around a shared goal: capturing unit-level video at every Dolben property. What followed wasn’t just more content — it was a measurable shift in how teams operated and prospects engaged.
But shifting mindset was only the first step. The real challenge was making video a consistent part of daily operations.
Operationalizing Success: How Dolben Made Realync Work at Scale
Turning Realync into a scalable solution required more than access to the platform — it required structure, accountability, and team-wide adoption.
To accomplish this, Dolben focused on four key strategies:
1. Align video to a clear objective.
The response from her team has been overwhelmingly positive. One regional manager, who had been in her new role for less than 90 days, responded to a tutorial with a single, powerful comment: “Thank you. Love the clickable training.”
2. Invest in hands-on training.
After limited success with virtual learning, Dolben shifted to regional in-person training sessions. Every leasing team member was equipped not only with how to use the Realync technology but also with how to use it confidently. This removed a major barrier: the fear of getting it wrong.
3. Embed it into daily workflows.
Video creation became a part of onsite workflows. By integrating Realync into unit turns, Dolben ensured that capturing video was a consistent, natural step — not something left to chance.
4. Reinforce with incentives and accountability.
Leasing contests and internal initiatives created energy and urgency, while Realync’s reporting tools provided leadership with visibility into performance across properties. Teams understood the expectations and were motivated to meet them.
Rather than striving for perfection, Dolben focused on consistency. As John explains, “You don’t have to be perfect out of the gate. You just have to get out of the gate.”
The goal wasn’t a polished cinematic production; it was authentic, helpful content captured as part of daily operations.
By aligning people, process, and purpose, Dolben turned video into something teams could — and would — do every day.
From One-Off Videos to Portfolio-Wide Impact
The shift was dramatic. In 2025 alone, Dolben’s team scaled video production across the portfolio, creating thousands of unit-level videos and dramatically increasing coverage.
But the impact went far beyond volume, and as a result, they have realized:
- Stronger prospect engagement: With over 400,000 total video views, prospects are engaging with content before touring and, therefore, arriving better informed and further along in their decision-making process.
- Greater consistency across properties: By standardizing video creation with Realync, Dolben created a more uniform experience, regardless of location or leasing team, ensuring every prospect receives the same level of visibility.
- Operational scalability: By embedding video into workflows and leveraging reporting tools, Dolben built a system that can be sustained and expanded over time.
Today, video is no longer a separate initiative at Dolben. It’s an integrated part of how the organization operates.
Lessons Learned: What Actually Drives Adoption
One of the most refreshing parts of Dolben’s story is how practical their approach is. Their success didn’t come from overcomplicating the process — it came from focusing on what works.
A few standout lessons emerged from their efforts:
1. Start before you’re ready.
Waiting for perfection slows adoption. Dolben leaned into the opposite mindset: just start. Early videos may be imperfect, but consistency builds confidence and results.
2. Make the value visible.
Adoption increased when teams understood the impact. With over 200,000 video views in 2025 alone, it became clear that video wasn’t extra work — it was helping prospects make faster, more informed decisions.
3. Keep it simple and human.
The most effective videos weren’t always polished unit tours. Some of the most memorable content came from onsite teams’ use of video to creatively communicate community tips or resident guidance. These videos built connection, not just awareness.
4. Train continuously.
With ongoing team turnover, training isn’t a one-time event. Dolben maintains momentum through in-person reinforcement, onsite support, and ongoing education.
As John likes to tell his teams, “It doesn’t have to be complicated to be successful.”
The takeaway: Adoption isn’t about the platform — it’s about behavior. And behavior changes when teams feel confident, supported, and motivated.
Ready to see how video can transform your leasing performance?
Contact us today to learn more about how Realync helps you turn video into a scalable, consistent leasing strategy!
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