Maximizing Conversions: Video Content and Testimonials in Multifamily Marketing

Our post-pandemic world is centered around technology and convenience. 

From virtual doctor visits to online grocery shopping, we've adapted to a new era of seamless digital experiences. Consumers rely on each other's opinions online to make buying decisions, so why should the apartment search be any different? 

It shouldn't.

With 72% of people starting their apartment hunt online, your website is a cornerstone of your multifamily marketing strategy.

In this post, we'll delve into strategies for enhancing your property's online presence and leveraging the power of video and testimonials to get more website visitors and convert them into booked tours and eventually, residents.

Video Content Converts 

Gone are the days of “For Rent” signs in the window. In 2024, your website will do the heavy lifting in drawing in new residents. 

In today’s oversaturated housing market, however, it can be hard to maintain online visibility. 

That’s where video marketing comes in.

Video marketing is effective because it’s engaging and memorable. It also offers the type of interactive experience we have come to expect as users - we want information fast and we don’t want to work for it, making video the perfect solution. 

Going beyond convenience, video converts. 82% of video marketers say video has helped keep visitors on their websites longer. 

If you’re not already video marketing, now’s the time to start.

Invest in User-Generated Content (UGC)

Video content is great. User-generated video content is better. 

Prospective residents want unbiased and authentic feedback about what it’s like to live in your community. 

They’ll listen to current residents over your management team every time, so a good video testimonial goes a long way in building trust and establishing a sense of authenticity for your content. 

Further, video testimonials are an affordable way to incorporate video into your website and marketing strategy. Investing in UGC video saves you from spending your entire budget on video production and editing, letting you allocate valuable resources elsewhere. 

Embracing the Power of Video on TikTok

You can’t mention video marketing nowadays without discussing TikTok. While video tends to perform well on all online platforms, TikTok was built for it. 

The short-form video platform has become an ideal avenue for multifamily marketers to tap into the power of UGC videos.

Gen Z, the largest demographic on the app, is coming of age and actively seeking rental options. They want to see content that is fresh, relatable, and authentic - making TikTok the perfect place to showcase your community’s personality. 

Your website is crucial in drawing in residents - it should be engaging and interactive. But at the end of the day, it’s where people go for concrete information about your property, things like rental rates and availability.

TikTok, however, is where you can show more character and build your brand. You can showcase your team and what makes your property a great place to live without having to focus on being promotional. 

Prospective residents are looking for more than a place to live when browsing apartment communities. They’re looking for a lifestyle. When planning a TikTok video ad campaign, align ad types with your brand voice. If you use video to amplify your property’s personality, you’re more likely to draw the right attention. 

TikTok offers a variety of ad formats, everything from in-feed video ads to carousel ads. It also lets you track metrics like views, likes, comments, conversions, and engagement. Choose targeting options that fit in with your marketing strategy but keep in mind that TikTok favors authentic and engaging content over traditional ads.

For more tips on how to start marketing on TikTok, check out the Small/Local Business Guide to TikTok.

How to Use Video Content to Market Multifamily Communities (with Examples)

Deciding where to live is a big deal, and residents want to ensure they choose the right property. Authentic video content helps prospects visualize themselves as actual members of your community.

While there’s no shortage of ways you can use video to tell your property’s story and capture the attention of potential residents, we’ve gathered a few key examples you can use on your website:

1. Virtual Tours: Virtual Tours: Virtual tours give prospective residents an immersive experience. They provide a comprehensive view of the property layout, amenities, and overall atmosphere. Further, people have come to expect them. 
   
   According to Kristi Fickert, VP of enterprise growth at Realync, nearly 60% of renters are willing to rent sight unseen. People don’t need to take time out of their day to conduct an in-person visit if they can see an apartment virtually - making video fundamental to your marketing. 
   
   There are two types of virtual tours, as illustrated in the examples below – those produced by management for use on their website or social media, and those created by residents or prospects that can either be shared on their own channels or reshared by building operators. 
   
   For Bloom Apartment Homes in Las Vegas, NV, BH features “on demand” virtual tours of different sized units and amenities such as the fitness center on their Website. 
   
   
   
   In this Tiktok, user @_simplycoco tours a luxury apartment in the Brea Luxury Apartments community. She shows what it is like to live there from her perspective, giving an authentic and transparent glimpse into resident life. 
   

   @_simplycoco Brea Luxury Apartments #vlog #houstonapartments #houston #houstontexas #suburbs #luxuryapartment #apartmenthunting #apartmenttours #katytx ♬ Aesthetic - Tollan Kim

2. Property Showcases: Highlight unique features and amenities of your community with property showcase videos. From fitness centers and swimming pools to study areas, showing off the perks of your property will resonate with potential residents.
    
   Here, the Enclave Apartment Homes team showcases community perks like the pool, fitness center, and firepit area to attract prospective residents by offering a glimpse into life in their community.
   

   @theenclaveapartmenthomes

   The Enclave has all the amenities you’re looking for without breaking the bank! 💸

   ♬ original sound - 𝒔 ❥

3. Special Events: If your community holds events like a summer food truck series or pet happy hour, make sure to capture them on video. You can show off the vibrant community atmosphere at your property and share it directly on social media and your website. 
   
   In this Tiktok, The Kensington Boston showcases its “Resident Appreciation Day” celebration -  a carnival filled with games, food, and fun for its community members.
   

   @kensingtonboston on your mark, get set, GO! 🍿🎡#countdowntoRAD #RAD #residentappreciationday #thekensington #carnival #boston ♬ CountDown - T.M.T

4. Resident Testimonials: Testimonials are one of the most powerful forms of video content you can invest in. Hearing directly from current residents about their experiences living at your property provides social proof and builds trust among prospective renters. 
   
   This video testimonial, captured with Invite Video, features Jacob, a prospective resident who recounts his experience working with the Omnia on Thomas team. He mentions specific team members by name and highlights how positive and comfortable the Phoenix, AZ community felt for him during his visit. The video is an authentic and genuine reflection of the resident experience at Omina, and the dedication and hard work of the team. 
   
   

Any of these strategies will help you build your marketing strategy, engage with potential residents, and ultimately, drive website conversions. 

How to Generate Video Testimonials? 

Timing is everything when it comes to generating testimonials for your property. 

To maximize participation, ask your residents for a testimonial when their mindset is the most engaged and positive. 

Typically, the best times to ask residents for a video review are: 

1. After finishing a tour
2. After move-in
3. After move-out
4. During community events 

Overall, video content coupled with resident testimonials is one of the most powerful tools you can implement into your multifamily marketing strategy. 

As your website is often the first impression you get to make with prospective residents, ensuring your landing page features vibrant and engaging content will drive conversions and convince prospects that you’re invested in the resident experience. 

Not sure where to start when it comes to video? Widewail's Invite Video can help you hone your video marketing strategy and streamline the process of collecting video reviews for your property.