7 MINUTE READ
As digital platforms and social media become more widespread, multifamily property marketers are shifting their marketing strategy away from traditional paid advertising to a more content-centered approach. Billboards, print ads, and generic online banners have rapidly given way to targeted video tours and lifestyle content, and the trend toward digital video marketing shows no signs of slowing down.
Video is fast becoming the most popular type of content across every platform renters use, and the numbers back it up: Zillow’s Consumer Housing Trends Report 2025 found that nearly one-third (31%) of multifamily renters consider watching a recorded video tour of the property essential when deciding which home to rent.
With multiple properties to lease, dozens of amenities to showcase, and constant pressure to fill units quickly, how can you leverage video to maximize engagement on your property websites, attract higher-quality tenants, and justify premium rents?
First, we should briefly examine the different types of video content that get shared online by multifamily marketers. Broadly speaking, there are two main types: branded content and social media content.
Branded content includes any type of video that is professionally produced by your property team, marketing agency, or video partner. This is the evergreen content you build your brand reputation on—the content today’s renters trust most when researching their next home.
Short-form social media content includes quick, often vertical videos such as smartphone walk-throughs, seasonal promotions, or community event clips posted to TikTok, Instagram, or YouTube. While short-form content has its place for engagement, this guide focuses primarily on branded content.
“The data is clear. After analyzing nearly 200,000 multifamily videos, Grace Hill 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.”
Source: 5 ways multifamily video is driving leases — and saving teams time
There is no limit to the variety of branded videos you can produce, but here are four categories that deliver the strongest results for multifamily properties:
Property Overview Videos
These are the flagship productions that present your entire apartment community or multifamily property as a whole. They typically live prominently on your property website homepage, Gallery page, or “About the Community” page. Property Overview videos focus on lifestyle, luxury amenities, and long-term brand messaging—showing why your community is the best choice for premium renters who will stay longer and pay higher rents.
Because these videos are designed to remain relevant for years, they represent one of the most valuable investments in your marketing arsenal.
Model Unit Video Tours
These professionally filmed, guided walkthroughs give website visitors a detailed, cinematic tour of a beautifully staged unit. Smooth camera movement combined with thoughtful pacing and detail shots creates an experience far superior to static photos or 3D virtual tours.
Unlike 3D Matterport-style tours—which can feel cold, mechanical, and lead to “click fatigue”—real video tours feel warm, personal, and emotionally engaging. Prospects can see how the space actually flows, experience natural lighting, and picture themselves living there. This human connection dramatically improves engagement, builds trust, and converts more browsers into serious applicants—especially valuable for out-of-town prospects who rely on your website as their first (and often only) in-depth look.
Promotional Videos
Promotional videos take a more targeted approach. They are ideal for pre-leasing campaigns, specific market segments, or limited-time offers that help you lease up quickly and justify premium pricing.
These are usually shorter, stylized vignettes that spotlight a single amenity, floor plan, or event—such as a newly-renovated club room, a corporate relocation package, or a limited-time special. Because they focus on one clear message, they are often faster and more cost-effective to produce and can be updated regularly as your community evolves.
B-Roll Clips or “Video Archive” Clips
B-Roll consists of supplemental, sound-free footage captured during any professional shoot. In multifamily production, nearly all footage outside of narration or interviews becomes extremely valuable B-Roll.
Whether it’s a crisp shot of a gourmet kitchen with stainless-steel appliances, a sunset view from a balcony, or an aerial drone pass over the pool and fitness center, every second of B-Roll is pure gold. Always purchase the full cataloged video archive at the end of production. Most professional video teams deliver it optimized and ready to use.
These short clips become your secret weapon: they can be repurposed into new promotional videos, dropped directly into social posts, or embedded throughout your property website to keep pages visually rich and engaging.
Make Your Property Website the Central Video Hub
After reviewing hundreds of multifamily property websites and leasing portals, one issue stands out: too many communities still rely heavily on static photography and 3D virtual tours. This approach fails to create real emotional connection or strong differentiation in a competitive market, resulting in lower engagement and slower lease-ups.
Well-produced branded video content—especially professional Model Unit video tours and Property Overview videos—should serve as the foundation of your property website. Embed these videos prominently on your homepage, floor plan pages, amenity sections, and gallery. Use B-Roll to enrich every page with dynamic, lifestyle-driven visuals.
Professional video tours outperform 3D virtual tours because they tell a story. They convey emotion, lifestyle, and the true “feel” of living at your community—factors that directly influence a renter’s decision and support higher rental rates. The result? Longer time-on-site, reduced bounce rates, higher trust, and significantly more qualified online applications.
Leverage Your Video Assets Across All Platforms
Once your property website features a strong library of professional branded video content, you can efficiently repurpose those same assets to maximize reach and drive qualified traffic back to your leasing pages.
YouTube
As the #2 search engine, YouTube is where many renters search for “apartment tour [city]” or “[property name] amenities.” Upload your full Property Overview and Model Unit videos with detailed descriptions, timestamps, and strong calls-to-action linking directly back to your website. YouTube videos rank exceptionally well in Google search, delivering high-quality organic traffic.
Facebook excels at reaching local renters and families. Use cover videos and featured video placements to greet visitors with dynamic lifestyle footage the moment they land on your page. Short B-Roll clips and promotional videos keep your page active while driving clicks back to your property website.
Instagram & TikTok
These mobile-first platforms love quick, vertical clips. Repurpose B-Roll, amenity highlights, and short excerpts from your Model Unit tours to create snackable content that funnels viewers to your full website tours.
X (Twitter)
Perfect for real-time updates and local engagement. Short video clips from your archive paired with relevant hashtags expand reach while directing traffic to your leasing portal.
Renters use Pinterest to dream about their next home. High-quality lifestyle and amenity videos pinned here position your community as the aspirational choice for higher-paying tenants.
Rental Listing & Review Platforms
Major sites like Apartments.com, Zillow Rentals, and review platforms now support video uploads. Embedding professional video tours on your listings sets accurate expectations, improves review quality, and increases qualified applications—ultimately supporting faster lease-ups and stronger occupancy.
By making professional video tours the centerpiece of your property website and strategically distributing that content across platforms, you create a powerful, cohesive marketing system. This approach helps your properties stand out from the competition, attract better tenants, maintain higher occupancy year-over-year, and confidently command top-market rents.
About Accommovision
We take a holistic approach to multifamily property video marketing by providing our clients with all the content and tools they need. After producing brand videos of the highest quality, our clients can receive a complete video archive full of captivating footage for use in later projects. Our ongoing editing support means your video content will never go to waste, and we will always be available for updates, seasonal promotions, and property renovations. For more information on how we can help your properties lease faster and rent higher, simply contact us.
