Video doesn’t just communicate; it creates connections
How Video is Revolutionizing Resident Communication
Effective property management videos can revolutionize resident communication with video of actual team members engaging residents.
As artificial intelligence and automated responses continue to grow exponentially in multifamily, residents are seeking something that feels genuine.
They want to know there’s a real person behind the property management; someone who understands their needs, celebrates their milestones and truly cares about their living experience.
Video communication, paired with smart AI tools, provides multifamily operators with a perfect solution for authentic, scalable resident engagement that fosters trust. When done right, video doesn’t just communicate; it creates connections that truly transform how residents view and engage with their community.
The results speak for themselves. According to data from Realync by Grace Hill, properties using strategic video are seeing impressive results, including 50% pre-leased occupancy during construction, 75% closing rates on prospects and notable reductions in maintenance touchpoints. These aren’t just numbers; they represent real relationships built through genuine communication.
Feature Real Team Members to Foster Familiarity and Trust
People connect with people, not just logos or corporate messaging. Property managers, along with leasing and maintenance teams, are a multifamily company’s greatest assets in building resident relationships.
When team members appear on camera, they transform from faceless voices into trusted neighbors that residents recognize and feel comfortable approaching.
7SEVENTY7 in Milwaukee, Wisc., and managed by Bozzuto, discovered this power during their pre-leasing phase.
Rather than relying on generic marketing materials, they featured actual team members hosting personalized walkthroughs and live open houses. The approach was so effective that they achieved 50% pre-leased occupancy during construction, a remarkable feat that directly resulted from residents feeling connected to real people before even moving in.
Consider these authentic touchpoints, where real team members make the biggest impact:
- New team member introductions that help residents put faces to names
- Digital event invitations delivered by community managers
- Maintenance tutorials by the onsite maintenance team members
- Property updates shared by residents themselves
The key lies in consistency. When residents repeatedly see the same friendly faces in videos, familiarity breeds trust. They’re more likely to reach out with concerns, participate in community events and ultimately renew their leases.
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Make It Conversational to Ensure Content Feels Natural and Relatable
Authenticity beats perfection every time.
CityWay Communities in Indianapolis exemplified this approach by prioritizing human-to-human interaction over polished presentations. Their team created nearly 150 videos in just two months, generating more than 4,200 views because the content was genuine and approachable. Residents and prospects could sense the authenticity, making them more likely to engage.
Professional doesn’t mean perfect. It’s perfectly acceptable to:
- Pause to gather your thoughts
- Keep natural filler words like “um” or “you know”
- Start a sentence over if needed
- Show genuine excitement about community features
This conversational approach works because it mirrors how people actually communicate.
Keep It Quick to Promote Engagement
In our attention-deficit world, brevity is your best friend. Every second counts in video communication.
Research consistently shows that engagement drops dramatically after the 60-second mark, making concise messaging preferable and essential for effectiveness.
Watermark at Jordan Creek exemplifies this principle by creating quick, focused DIY maintenance videos that empower residents to handle simple tasks independently. By keeping each video under a minute and focusing on one specific task, residents could quickly absorb the information and take action. The result was significantly reduced maintenance touchpoints and more empowered residents.
The 60-second rule applies across all video types, including:
- Property Tours: Focus on 2-3 key features per video
- Maintenance Tutorials: Cover one specific task completely
- Event Announcements: Include essential details only
- Welcome Messages: Highlight the most important information first
Quick videos also perform better across multiple viewings. Residents are more likely to re-watch a 45-second tutorial when they need a refresher than struggle through a lengthy explanation.
Personalize with Purpose: Using AI Tools
The magic happens when artificial intelligence amplifies authentic human communication rather than replacing it. Smart AI tools can help multifamily teams deliver personalized experiences at scale while maintaining a genuine touch.
Waterton Property Management in Chicago demonstrates this balance, achieving a 75% closing rate on prospects by combining real-time human interaction with AI-powered personalization. Their approach includes real-time tours, recorded walkthroughs, property data overlays and chat capabilities enhanced by AI insights while still maintaining authenticity.
Modern AI tools enable several powerful personalization strategies:
- Template-Based Personalization: Create video templates that incorporate CRM data like unit preferences, move-in dates or previous interactions. Leasing professionals can record one welcome message template, then AI personalizes it with specific details for each new resident.
- Behavioral Targeting: AI can analyze resident behavior and interests to automatically suggest relevant videos. So, if someone mentions having a pet, the system can automatically send a tour of pet-friendly amenities.
- Content Optimization: AI-powered analytics help identify the video topics that generate the most engagement, allowing teams to focus on content that truly resonates.
- Scheduling Intelligence: AI can determine optimal sending times based on individual resident behavior patterns, ensuring videos reach people when they’re most likely to engage.
Using genuine video communication that features real team members, along with keeping a natural, friendly tone and adding AI-driven personalization, are key strategies for building trust and creating a sense of community in the multifamily industry.
By embracing these fresh and modern methods, property teams can connect more personally with residents, boost engagement and see positive results such as higher pre-leasing rates and happier residents.
Source: Rental Housing Journal
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