In a world increasingly shaped by AI and emerging technology, I firmly believe that the CORE of effective marketing lies in showcasing a community's unique qualities. And how do you achieve this? Through powerful visual media that connects with potential residents on a deeper level.
Multifamily marketing is simple: show what makes your community special.
With years of experience both onsite at apartment communities and in marketing on the management side for Olympus Property, I’ve seen firsthand how essential it is to capture the essence of a property visually. The leasing process hinges on showing prospective renters what makes an apartment community stand out.
Today, as Marketing Director at LCP Media, I’m dedicated to advancing this approach with our industry-leading tools and services. LCP Media takes visual media to new heights, creating immersive, impactful marketing experiences that bring every apartment community to LIFE.
In today’s fast-paced leasing world, quality photography, virtual tours, and Google Business integration aren’t just “nice to have”—they’re absolute essentials for anyone serious about maximizing ROI. Imagine this: a prospective resident is scrolling through endless listings. What will make them stop, explore, and hit “book a tour”?
Call me old school, but we need to go back to the basics regarding photography. It’s not just about having photos—it’s about having good-quality images that truly showcase your community at its best. At LCP Media, we provide a detailed property checklist for every shoot. After attending countless shoots, I know firsthand that lighting, angles, and thoughtful staging make all the difference. And no one wants a trashcan or crooked pool furniture in ads that cost a ton! These quality photos are essential for standing out across all platforms—whether it’s your website, social media, ILS sites, or digital advertising. Over 80% of prospects find their next home online, and the quality of the photos directly impacts how likely they are to click on your listing.
Photos pull prospects in, but virtual tours let them truly experience the property. If only I’d had access to virtual tours when I was working onsite! These tours allow prospects to “walk through” the community, seeing every amenity and space from wherever they are at a convenient time. In fact, a year-long study conducted with a major property management company revealed that unit-level virtual tours led to a 40% increase in leads, 80% more applications, and a 72% rise in net leases compared to traditional virtual tours. This immersive experience reduces the time between lead and lease, helping properties lease faster.
Many prospects begin their search in Google, so having a virtual tour directly on your Google Business Profile puts your property right in front of them. At LCP Media, our virtual tours automatically sync to Google, ensuring that your property is always up to date. Properties with Google-integrated tours see a 23% boost in search visibility and a 40% increase in clicks. This increased visibility connects you with a qualified audience ready to make leasing decisions, helping your listing stand out among the competition.
Okay, okay—I'll admit, as Marketing Director for LCP Media, you might think I am a little biased. But my passion for marketing strategy, photography, and virtual tours is exactly WHY I work here.
After years in the multifamily marketing space, I can tell you that while the latest AI tool or shiny gadget might be exciting, nothing beats showing your prospects why your community is the best place to live.
LCP Media's extensive national network of professional photographers means we can commission a photo shoot of your property anywhere in the country. Our rigorous quality control process with in-house photo editors means you will always get quality images. As the saying goes, it takes a village, and that's exactly what LCP Media provides: a whole team of project managers, visual media, and customer service professionals who will go above and beyond for your projects.
We also have amazingly cool technology that enhances the virtual tour experience. I’m absolutely obsessed with TourBuilder Connect. I truly wish I had access to this during my on-site days! With TourBuilder Connect, leasing teams can provide live, guided virtual tours, answering questions in real time and tailoring the experience to each prospect's unique interests. To take it a step further, prospects can even share the tour link with a family member or future roommate, allowing them to experience the tour together, no matter where they are.
As someone managing social media pages for a long time, I can’t stress enough how much TourBuilder Clips has been a time-saver. It used to take me up to an hour to create a clip of half the quality (which, let's be real, meant I never actually got around to it). But with TourBuilder Clips, you get short, AI-powered highlight video reels perfect for social media and email follow-ups —in line with today’s highest-performing content type. Short-form video now drives over 50% more engagement on social platforms than static images, so these clips showcase your property’s best features in dynamic, shareable moments that keep prospects engaged and wanting more—at the click of a button and no additional cost to you!
Photography, virtual tours, and Google integration aren’t just features—they’re critical tools in today’s competitive leasing market. With LCP Media, you’re not only showcasing spaces but creating experiences that resonate, lead to leases, and elevate your marketing. Ready to make an impact?
Katie Rose is LCP Media's Marketing Director. She has extensive experience in property management, having worked in marketing for Olympus Property and onsite at Quarterra, You can reach out to Katie at k.rose@lcpmedia.com.