Video is a must-have for today’s multifamily communities. And I’m sure you’re aware of that. But do you know where the best places are to distribute your video content?

Video content should be placed on all the apartment finders and apartment listings. All those sites are great places to have video. However, it’s just as important to have video on your own apartment website.

Your property website is, ultimately, where you want to drive web traffic. It’s where interested prospective residents looking for apartments for rent can learn the most about your community. Unfortunately, no listing platform will ever optimize their site to your property the way your own domain can. That’s why optimizing your own website with video works. The other bonus — you own your website, and you get to decide what to do with it. Where as with social sites, they are constantly updating their rules and regulations that you have to abide by.

Now comes the fun part. We are going to help you figure out how it works and why it’s important. By optimizing your apartment websites with video, you’ll not only tell a better story about your property; there’s a better chance your intended audience will notice.

Better Engagement

When a prospective resident is searching for apartments, they are likely looking online first. In fact, 50% of buyers find their new home online, and 84% say the information they found online was crucial for their research into a new home. In today’s market, that means prospects are looking through dozens (or more!) of apartment listings or apartment websites. You’ll need dynamic and engaging video content to gain and retain audience interest with all of that noise.

If you want your property to stand out to prospects, you’ll need rich, dynamic video content. By having video as a key component, you’ll be able to share your property’s story better and have your community’s voice clearly front and center on your website. And you’re doing so in a way that gets clicks, increases average time on site, and increases conversion rates. Here are some statistics that prove that point.

  • Videos can mean 300% more traffic and help to nurture leads, plus 86% of marketers say video has helped them increase traffic to their website.
  • A website is 53 times more likely to reach the front page of Google if it includes video.
  • Including a video on your landing page can boost your conversion rate by up to 80%.

When a prospective resident visits your site, video is the best feature to really draw them in and keep them interested. Your apartment website is all about telling a story and getting a prospect interested in learning more. You want visitors engaged enough that they’ll take action—they’ll reach out to learn more. And, hopefully, they’ll convert to a qualified lead and take the next step down the sales funnel.

Better Storytelling

Not only does video increase the overall engagement on an apartment website, but it also creates better storytelling opportunities. 71% of people watch more video than they did a year ago. That means a lot more prospective residents have an opportunity to learn what it might be like to live in your community. That is, ultimately, what your website content should do. It should provide an opportunity for more of your target audience to learn about and become interested in your property. Video is the best storytelling vehicle for that.

Not only are you giving the best overview of the property, but you can also introduce prospective residents to the leasing team. Plus, you can use video on the website to show them the sorts of resident events they can expect, the amenities available, and the overall neighborhood.

It’s your chance to share with them, through rich and dynamic content, the things that would give a website visitor a sneak peek into a day in the life of a resident. It will help your property stand out from other apartments for rent, helping them understand the brand and community vibe through video. There is simply a no better or more effective way to convey all of those things through an apartment website besides with video.

There you have it! By optimizing your apartment website with video, you’re setting yourself up for better engagement from visitors and allowing overall better storytelling about your property. Those two factors will get more interest and more qualified leads in the door fast.

Get In Touch!

Close more leases, market more effectively, engage with residents and, as always, keep it real. Do you have a question or suggestion or want to learn more about what you read? Email us at We’d love to hear from you!