Visual Media Data: The Importance of Photos, Videos & Virtual Tours in Apartment Marketing

How important are photos, videos and virtual tours to renters searching for their next home? Do they want to see visual media? Are they actually clicking on virtual tours?  

Let’s find out!

We gathered data from our TourBuilder module, along with renter survey data from RentCafe.com. We also pulled some results from an insightful client case study.  

Keep reading to see all the data, along with three best practices for incorporating visual media in your marketing. Thanks to Izzy Carunungan, our chief marketing officer at LCP Media, for sharing his insights. 

Explore our Virtual Tour Data

When looking at over 26,000 TourBuilder virtual tours, here’s what we found:  

• 1,846 average virtual tour visits 

• 16,682 average 360 image views per tour 

• 321 average clicks of menu items per tour 

“These figures show significant renter interest is generated by incorporating virtual tours into property websites, internet listings and other marketing channels,” shared Izzy. 

Incorporate 3 Best Practices  

Want tips for using photos, videos and virtual tours in your marketing? We’re here to help — see Izzy’s three best practices below:   

1. Use high-resolution photos taken in natural light. Highlight key areas including the kitchen, living room, bedrooms and bathrooms.
2. Keep videos under 2 minutes, focusing on the flow of your apartment. Include captions and branding for clarity.
3. Utilize 360-degree technology for virtual tours to offer an interactive experience. Ensure the technology is compatible across devices and platforms. 

“In today’s digital-first rental market, high-quality visual content is not just an enhancement — it’s essential,” said Izzy. “Photos, videos and virtual tours significantly influence a renter’s decision-making process.” 

Read the Greystar Case Study 

Greystar is a global leader in rental housing. They recently published a case study showing how virtual tours help reduce vacancies/vacancy loss and how they improve rent revenue. 

Compared to properties without virtual tours, their properties using property and unit-level virtual tours: 

• Reduced vacancies by 5 days 

• Saved $37,895 annually 

• Saw a 7% increase in effective rent 

• Received 20% higher rent revenue  

This shows that in addition to giving renters a convenient way to view communities, virtual tours also increase NOI. 

Check out the Renter Survey 

Thanks to the Rent Your Happy Place Survey (which gathered responses from 5,471 RentCafe.com renters), we know what renters want to see in their home search.  

Here’s a snapshot:  

• 63% said in-unit laundry is a must-have feature 

• 41% said they want a community with amenities & green spaces 

• 40% said reserved or covered parking is a must-have amenity  

• 38% said apartment size & layout is non-negotiable  

So, how can you improve your marketing with these responses in mind? Try adding rich photos, videos and virtual tours to your website and apartment listings.   

Here’s why: Visual media is what renters say they want.  

In the survey, 49% of respondents said photos and videos would enhance their rental experience the most, and 33% pointed to virtual tours.  

Explore more data from the Happy Place Survey.  

Ready to Learn More?  

Thanks for reading! Now you know the importance of photos, videos and virtual tours in apartment marketing, according to data.  

If you’re ready to learn more about how LCP Media can help, start with our brochure. We specialize in high-quality apartment media — including professional photography — and our virtual tours automate the delivery of unit-level content to your website and listings.