Is your property in preleasing? Lease-up? Stabilized? Planning renovations?
Every property is at a different stage, and every stage comes with different marketing goals.
The property marketing media types that help generate excitement before or at opening day aren't necessarily the same media that keep a stabilized community competitive or showcase newly renovated spaces.
That's why we created a media for every moment infographic. Think of it as a quick guide to choosing the right media for your property, no matter what stage of the property lifecycle it’s in.
Let's get into it!
Why your media strategy should evolve with your property
Before opening, you're building excitement. During lease-up, you're turning interest into leases. Once your community is established, it's all about keeping content fresh and staying top of mind. And after renovations? It's time to show renters what's new.
As your property evolves, your marketing should evolve too.
The good news? You don't have to guess which media fits each stage. We’ve helped market thousands of properties, so we’re confident telling you which property marketing media types work best at different times.
That's the challenge of preleasing. Prospects can't walk through a model, explore the amenities or experience the community for themselves when it's under construction.
The good news? You don't have to wait until construction is complete to start telling your property's story.
That's where 3D media comes in.
Media for this moment
Why these media types?
Each piece of media helps answer the question every prospect has: “What will it be like to live here?”
Renderings showcase future spaces, while flythrough animations bring the community to life. Floor plans and site plans help renters understand the layout before they ever step on-site, and 3D virtual tours offer an interactive way to explore what's coming.
Together, these assets help build excitement, generate demand and make it possible to start leasing well before opening day.
One client experienced the impact firsthand. Here's what they had to say.
See a 3D flythrough animation in action.
Marketing goal: Stand out and turn leads into leases.
Your community is open. Now what?
Lease-up is all about building momentum. You have a lot of units to lease, and every vacant apartment is lost revenue. The faster you fill those homes, the faster you reach stabilization.
That's why your media matters more than ever.
Why these media types?
Renters are doing their homework before they ever schedule a tour. They're comparing communities, scrolling listings and looking for a place that feels like home.
The more you can show them upfront, the more confident they'll feel moving forward. In fact, a new study by RentCafe.com found that over 11,000 renters from January-February 2026 found that 89% of renters say virtual tours are helpful, and properties with virtual tours drive 33% more conversions. That's why a strong mix of photography, virtual tours, floor plans and short-form video can make all the difference during lease-up.
See how prospects can explore the community through a virtual tour. They can discover amenities, use interactive buttons to learn more, and even share the tour live with a roommate or friend.
Marketing goal: Keep renters engaged and encourage referrals.
Your community is thriving. Now keep the momentum going.
Your community is established, but your marketing doesn't stop there. Now that you have renters, you have dual goals:
Why these media types?
As your property evolves, your media should too. Updated photography, virtual tours and videos help showcase what's happening today while giving your team new content to share across marketing channels.
Short-form video is especially valuable because you can use it on your website, in emails and on social media Instagram video views increased 30% year over year, and Reels account for more than 50% of all content consumed. It's an easy way to stay connected with prospective renters using media you already have.
If you already have a TourBuilder virtual tour, TourBuilder Clips makes it even easier. TourBuilder Clips uses AI to transform your existing virtual tour into short-form videos and GIFs, giving you ready-to-share content without the time and expense of creating something new.
See TourBuilder Clips See tourBuilder Clips in action. You can download your Clips or share them with a URL directly from TourBuilder dashboard in just one click.
Marketing goal: Reintroduce your brand and attract more renters.
You've made the investment. Now make sure renters see it.
Whether you've renovated amenities, updated units or refreshed common spaces, your marketing should reflect those improvements.
Why these media types?
Updated media helps tell your property's next chapter. Professional photography and virtual tours showcase what's new, while virtual staging can also help prospects picture the potential of newly updated spaces.
It's worth the refresh, too. Most renters (73%) say apartment photos are one of the most important factors when searching for a new home. If your property has changed, your media should reflect it.
Not sure you have the budget to schedule new professional shoots? Take a look at TourBuilder One, an easy self-capture solution that makes it possible to update tours, videos and photos at any time.
See how professional photography highlights what’s new.
Every property is different, and so are its marketing needs.
Whether you're just getting started, filling apartments or planning your next renovation, the Media for every moment infographic is a great place to start. Use it as a quick reference whenever your marketing goals change.
If you have questions or aren't sure what media makes the most sense for your property, we're here to help.
Whether you're looking for professionally captured media or an easy-to-use mobile self-capture solution like TourBuilder One, we'll help you find the right fit for your property and your team.