Customer Support
"We love the Realync tool! It allows leasing teams to appeal to prospects’ needs with virtual touring. It's such a great way for prospects to get real insight into our apartment communities."
Rosie North
Digital Media Manager
Setting the Scene
As one of the largest privately held real estate ownership, development, and management firms in the U.S., the Gene B. Glick Company — more commonly known as Glick — manages over 21,000 units across 13 states. With a steadfast commitment to building thriving communities, reinvesting in properties, and delivering industry-leading customer service, Glick continues to set the standard in multifamily living.
Central to this vision are three key pillars that guide every interaction: making a connection, recognizing that service always matters, and leaving a legacy. Every team member is trained to deliver exemplary customer service, supported by a simple, yet specific, set of “always” and “never” practices.
In 2016, as consumers celebrated cultural milestones like Beyoncé’s “Lemonade” album and the Rio Summer Olympics, expectations were shifting. People increasingly sought personalized and convenient experiences — a trend that was beginning to reshape the multifamily industry.
Recognizing this shift, Glick was determined not to lose potential renters. And if that meant changing an operational status quo, then they were ready and up for the challenge.
Company Profile
Industry: Multifamily Property Development and Management
Headquarters: Indianapolis, Indiana
Year Founded: 1947
The Challenge
With over 75 years of history investing in their team members, residents, and the communities they serve, Glick was determined to continue being a leader in building value for people and places.
So Glick’s property teams began searching for a solution to help them efficiently connect with prospective renters virtually. Instrumental to those decisions and discussions was Rosie North, Digital Media Manager for Glick.
“Glick is a company that wants to ensure all of its property teams have every tool necessary to do their jobs well,” said Rosie.
After reviewing various video options, Glick selected Realnyc’s Virtual Leasing and Video Tools to bring virtual tours to 25 of their conventional apartment properties. It was a move that enabled them to meet evolving demands and provide tailored, convenient leasing experiences. But more importantly, it saved onsite teams’ time and engaged renters remotely.
However, as their video library grew and new content continued to be captured, they encountered a fresh challenge: maintaining consistent branding.
The Solution
The ability to preserve consistent branding across their portfolio was paramount, so Rosie and her marketing team dedicated their efforts to ensuring they had a process that protected the Glick brand. And they accomplished this using Realync’s Approvals feature and a detailed checklist.
Video Recording Checklist
Creating scroll-stopping video tours requires understanding a few basic “dos and don’ts” of video recording. Rosie wanted to make sure that onsite teams knew how to capture their property’s best features using smart angles, lighting tips, and simple filming techniques, while also maintaining consistency in their approach.
And a simple checklist, compliments of Realync, was the perfect approach. “We use the Realync video recording checklist to ensure all property videos meet our Glick standards,” said Rosie.
Realync Approvals Feature
The Realync Approvals feature streamlines video approvals, giving multifamily teams complete control over content quality. With Rosie and select staff set up as content “approvers,” they received instant notification when onsite team members created video content, which overall streamlined the approval process and eliminated the need for manual follow-ups between corporate and onsite teams.
Rosie shared that they love the ability to approve video content through Realync because it allows reviewers to ensure every video aligns with brand standards and other necessary requirements before a video is shared publicly across channels with prospects and renters.
Equally important, having the “Approvals” capability delivers a faster, more efficient workflow for reviewing content, which is a bonus for increasingly busy onsite teams.
By implementing the video recording checklist and using the “Approvals” feature embedded in the Realync solution, Glick continued to see and measure success.
“It’s important for our teams to use Realync because it is such a great tool for them and for prospects to see our beautiful Glick properties!"
- Rosie North, Digital Media Manager
The Outcome
To measure the success of using Realync for their video leasing strategy, Glick focuses on the customer journey. “We look at customer touchpoints to see if Realync was a part of that journey,” said Rosie. “In addition, we look at video views to determine if a video is successful and engaging enough.”
And the results speak for themselves.
➜ Prospects who viewed a Realync video tour converted 38% of the time, resulting in leases valued at a total of $3 million in 2023.
➜ Prospects who didn’t engage with a Realync tour only converted 7% of the time.
Glick plans to continue evolving their video strategy to enhance the renter experience and stay ahead of the competition by focusing on the following:
- Keeping property websites current: Showcase spaces with updated video content.
- Enhancing floor plans with video tours: Add engaging video tours to floor plans.
- Audit: Conduct yearly video content audits to ensure accuracy and relevance.
- Automate videos: Use automation to create resident-focused videos, enhancing efficiency.
- Streamline transitions: Simplify move-in and move-out processes with video playlists.
By leveraging Realync, Glick is transforming video leasing into a power driver of conversions and setting a new standard for engaging today’s modern renters.
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