Video marketing for apartments: How to repurpose assets you already have

Renter expectations are shifting. Video content is becoming more common, and it’s changing the way renters evaluate multifamily communities. 

They now expect immersive, engaging apartment search experiences, and it’s your job to deliver.  

But what does that look like? Creating a steady stream of videos can be challenging, especially when it requires additional filming, editing and production resources.

Fortunately, virtual tours and 3D renderings can double as video content. It’s a way to get more value from the content you're already capturing.

Keep reading to see why video marketing for apartments matters, then get practical ways to create video content without extra work. You’ll see how solutions like TourBuilder Clips help you repurpose your existing visual assets.

Today’s renters expect video content

It’s no secret that videos are gaining traction on social media. Visual-first platforms, such as TikTok and Instagram, are changing how people consume content. 

Sprout Social recently showed that video viewing time on Instagram increased 30% year-over-year, and Reels accounted for over 50% of all content consumed.

Renters are watching videos too, and they expect videos throughout their search journey. A study of 173,000 renters found that 91% appreciate photos or videos. A survey of over 5,000 renters showed 49% said photos and videos of apartment units enhance their rental experience the most. 

Renters also expect virtual tours, with 73% deeming them important or very important in a RentCafe.com survey. 

This tells us renters want to explore videos, along with other visual content, before they sign a lease. 

That means you need visual content to meet renter expectations and set your community apart. And that content should live on your website, apartment listings, Google Business Profile and social media channels, that way you’re standing out everywhere renters look. 

P.S. Are you wondering which video format works best? According to HubSpot data, short-form videos generate the highest ROI of any video format, along with the most leads and engagement. Short-form videos are typically between 15-90 seconds long. 

How to create video marketing for apartments 
What does video marketing look like in practice? Let’s cover how to create videos that engage renters using content you already have. 

First, think about what makes your community unique. Do you have remodeled units? Are you located in a vibrant downtown area? Focus on showcasing your best attributes

Once you have an action plan, we recommend capturing: 

• Virtual tour videos: Turn virtual tours into videos that quickly engage renters. TourBuilder Clips automatically creates high-quality, short-form videos and GIFs from your virtual tours. You get content renters expect without the time and costs associated with separate video production. 

• Fly-through animations: Make your marketing cinematic. Animated fly-through videos bring 3D renderings to life, making them great for marketing lease-up communities and vacant units. We’ve got experts who create both 3D renderings and animated fly-throughs. We can also turn 3D renderings into virtual tours.  
  
  

  
  
  

Your goal should be to have different types of video content and repurpose whatever you can. Short-form videos built from virtual tours are especially impactful (more on this below).  

What about virtual tours? 

Like we touched on, virtual tours are another form of content that renters expect. But there’s more to it. We know that virtual tours actually drive leases. 

RentCafe.com data shows that virtual tours drive 33% more conversions. 

Virtual tours help renters: 

• Explore communities at their own pace

• Take a closer look at units and amenities

• Compare their options from anywhere

• Make decisions with added confidence

The takeaway is that videos and virtual tours are both valuable, but they serve different purposes. Videos attract and engage renters, while virtual tours provide an interactive experience that guides renters to take action. You should prioritize both in your marketing for maximum engagement and conversions. 

(TourBuilder Clips offers the best of both worlds, since you get short-form videos created from your virtual tours. No separate video production required.)

As far as capturing virtual tours, you have options. We have several solutions designed to support different needs, including professional capture with TourBuilder Pro or do-it-yourself, mobile capture with TourBuilder One. 

TourBuilder One makes it easy to create virtual tours using just an iPhone, gimbal, tripod and app. You can also use TourBuilder One to record iPhone videos to create the casual, authentic content that many renters love.

More on TourBuilder Clips 

Ready to see more of TourBuilder Clips? Here’s a closer look at how it supports your video marketing, without the need for extra filming or production work.   

TourBuilder Clips uses AI to create engaging, short-form videos and GIFs. It’s included with any TourBuilder subscription — at no extra cost — meaning it builds videos from your existing virtual tours. Think of it as a cost-effective, multipurpose solution.  

TourBuilder Clips:  

• Creates videos for social, websites & more 

• Requires no filming or editing on your end  

• Offers both vertical and horizontal formats

• Uses quality soundtracks up to 45 seconds

• Makes GIFs for post-property visit email follow-ups

As mentioned, it’s challenging to create consistent, high-quality video content. TourBuilder Clips solves that challenge by automatically generating videos and GIFs from content you already have.

Let’s chat through your strategy

Renter expectations and search trends are always evolving. If your marketing can adapt in response, you’re ahead of the competition. 

We hope this inspired you to prioritize video marketing for apartments … and showed you why repurposing your visual content is a smart move. With the right solutions, virtual tours and 3D renderings can become videos that stand out to renters.

If you’d like to chat through anything we covered, reach out below. We can discuss your strategy and goals during a quick consultation.