Marketing looks a little different on the supplier side of multifamily. While multifamily marketers focus on strategies to help leasing teams close leases faster and enhance resident experiences, supplier-side or most commonly referred to as “tech” marketers work behind the scenes to demonstrate how solutions like Realync empower leasing teams to work smarter and lease faster.
To give you a closer look, I’m taking you behind the scenes in a “Day in the Life” video. Who am I? I’m Ashley, the Sr. Content Marketing Manager at Realync, which is a virtual tour solution for the multifamily industry.
What Does a Product Marketer Do in Property Technology
My day started at one of our rockstar client’s properties, 1000M, a luxury high-rise in downtown Chicago. I coordinated a video shoot to capture fresh, high-quality imagery and videos showcasing Realync’s latest product enhancements, including:
- AI-powered Photo Extraction – A feature that allows teams to pull high-resolution images directly from recorded videos, saving time, money, and effort in content creation.
- Voice Translation – A game-changing tool that makes Realync videos more accessible to non-English-speaking renters by automatically translating audio, helping onsite teams reach wider audiences.
The goal of these shots is to highlight Realync’s tools across our marketing channels, showing how they help multifamily professionals connect with prospective renters quicker and close leases faster. Paired with compelling copy, these visuals will clearly communicate the benefits and impact of our features.
Technology should always evolve to meet client needs, which we refer to as “product enhancements.” With these product enhancements, my job is to ensure these innovations are showcased clearly, communicated thoughtfully, and strategically amplified across all marketing assets and channels.
How Do Leasing Teams Use Realync
Beyond directing the photoshoot, I also connected with Gabe. He’s a leasing agent at 1000M and a power user of Realync. During the shoot, Gabe shared how Realync has transformed his leasing process. He uses Realync videos to showcase units before they’re even available to prospective renters.
“We started using Realync to ensure we had videos for every unit and layout at 1000M,” Gabe explained. “Now, instead of making prospects wait for an in-person tour, I can show them a video of the exact unit they’re interested in — right away.” Did you know that prospects who view or click on Realync videos are 3X more likely to lease?
This real-world example is exactly what tech marketers strive to highlight — showing how innovative tools like Realync benefit leasing teams and their prospects. I’ll use that quote and video clip in social media and email campaigns — in fact, I already have! (Hair flip).
Why This Matters for Multifamily Marketers
For marketers working on the operator side, understanding how supplier-side teams function can be eye-opening. While onsite teams focus on direct resident engagement, tech marketers are responsible for equipping them with the best tools, insights, and educational content to improve leasing outcomes.
Whether through product education, case studies, or video content, our ultimate goal is the same as that of multifamily marketers: to help leasing teams succeed.
