Have you heard of TikTok star Madison Humphrey?

She’s known for creating video content that captures laughs, likes, comments, and, most importantly—attention.

She’s even gone viral (16M views) for poking fun at our industry.

While I don’t love her poking fun at our amazing property managers, I found it interesting how she racked up video views.

So I went on a deep dive.

Three things stood out about Madison that multifamily could replicate to capture more attention from renters via video.

Shows Her Personality

Madison brings her A-game with a personality that’s just real and authentic. She’s relatable, funny, and herself, making you feel like she’s your new BFF through the screen.

How can multifamily show their personality on video? Share a fun fact in your next resident video. Big-time foodie? Dog lover? Share that with your renters when you talk about neighborhood events.

Creates Unpolished Videos

Madison keeps it raw and unfiltered. There aren’t any fancy edits or over-the-top video production.

How can multifamily create unpolished videos? Shameless plug — use Realync, multifamily’s video tool.

Publishes Videos Consistently

Madison delivers content consistently, maintaining an online presence. She commits to regular uploads to keep her audience engaged.

How can multifamily create videos consistently? Start small. Have a goal of producing one video a week. Increase that every month so you can build the video creation habit. Once you find your rhythm, you’ll eventually see how easy it can be.

Builds Trust

One other observation for you. People don’t just buy from people they like — they buy from people they trust. People trust Madison because of her authentic behavior.

And renters will trust leasing agents, too. By following some of Madison’s techniques, teams can build deeper trust with renters.

There you have it.

My team and I enjoy analyzing video content to uncover how multifamily can find success with video. In fact, my colleague—Kristi Fickert—just launched the next season of her email-based video course.

She analyzed over 65,000 videos in the Realync database to find what type of video content gets videos and secures leases from prospective renters.

Here’s what people are saying about it:

Get started with video by learning from video expert, Kristi Fickert. She will teach you the components that make a video engaging to renters + real examples of videos Realync clients created. Join 200+ ambitious multifamily professionals now.