Why Multifamily Pros Are Jumping to the Tech Side
There’s a growing trend of tech companies hiring their power users as full-time employees. Examples include OpenTable bringing on a former restaurant group owner. ClassPass hiring a previous fitness studio owner. Zillow bringing on a former property manager.
Why are companies making this strategic move right now? These operators turned supplier (or “tech”) partners bring real-world experience, helping tech companies better understand their customers and speak their language more clearly.
For multifamily professionals considering a leap from the operator side to the tech marketing side, there’s a lot to love — but also a lot to learn.
What Marketing Looks Like on the Tech Side
Marketing looks a little different when you’re on the tech side of multifamily. While multifamily marketers focus on strategies to help leasing teams close leases faster and enhance resident experiences, 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 into this wonderful world, 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, a virtual tour solution for the multifamily industry. I’ve been working in property technology for the last five years — and let’s just say I ain’t ever leaving.
Why This Matters for Multifamily Marketers
While onsite teams focus on engaging residents and closing leases, tech marketers work behind the scenes to arm them with the best tools, insights, and content to make that happen.
Whether it’s through product education, case studies, or video content, our endgame is the same as yours: helping leasing teams crush their goals. And since you’re the one scouting solutions to make your teams more efficient, this gives you an edge — asking sharper questions during busy season or… who knows? Maybe this article will tempt you to cross over to the tech side. 😈
What a Product Marketer Does in Property Tech
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 content, 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. That’s where content marketing comes into play.
What a Content Marketer Does in Property Tech
One major difference between tech marketers and multifamily marketers is we focus on data-driven stories. While multifamily marketers tell stories about their community, tech marketers analyze data and success stories to highlight ROI either from our platform or customers.
Take Realync, for example. Did you know that prospects who view or click on Realync videos are 3X more likely to lease? Stats like these help us craft compelling campaigns that show leasing teams the direct impact of using Realync.
In my “Day In the Life” video, Gabe, a leasing agent at 1000M, shared how Realync 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. 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.”
These real-world examples are exactly what tech content marketers strive to highlight. We want to show how innovative tools like Realync benefit leasing teams and their prospects. And as content marketers, we’re always looking for creative ways to spotlight these success stories — just like I did with this blog article! (Hair flip.)
Bringing It All Together
By blending product education, real-life success stories, and innovative content, tech marketers help multifamily professionals understand how tools like Realync can enhance their leasing process. Whether you’re a multifamily marketer or a tech marketer, the goal is the same: empowering leasing teams to connect with prospects, streamline operations, and close more leases — faster.
