Marketing to renters: Data shows you need apartment media like photos, videos & virtual tours

Did you catch our recent Rent Your Happy Place Survey? We gathered data from over 5,000 renters, gauging their wants and must-haves when searching for their next home.

Better yet, we paired that data with actionable tips to help you align your marketing.

Today, we’re diving deeper into the data (and tips). Specifically, the importance of photos, videos and virtual tours and how you can incorporate all three in your marketing.

Here to lend some knowledge is Izzy Carunungan, an industry expert and LCP Media pro. Keep reading for Izzy’s insights and apartment media best practices.

Check out the survey data

The Happy Place Survey gathered responses from 5,471 RentCafe.com renters between November 8 and December 9, 2024. We got the scoop on what renters actually look for, then used that data to deliver effective marketing strategies.

Let’s look at some findings:  

• 41% said they want a community with amenities & green spaces
• 63% said in-unit laundry is their top must-have feature
• 40% said reserved or covered parking is the amenity they need
• 38% said apartment size & layout is non-negotiable

So, how can you level up your marketing with these responses in mind? Our experts point to the use of visual media throughout your website and apartment listings.

Here’s why you need photos & videos

Offering great features and amenities? Now that you know what renters’ top priorities are, you should be publishing striking photos and videos.

Here’s why: Photos and videos are what renters say they want.

When asked what digital experiences would enhance their rental experience most (in the Happy Place Survey), 49% of respondents said photos and videos of specific units. That means they want to see the actual apartments they can rent.

Additional data supports this, too. A separate study of 10,000 renters showed that 73% prioritize apartment photos when searching for a new home. Another study of 173,000 renters revealed that 91% appreciate photos or videos.

LCP Media can help, since they specialize in high-quality apartment media, including professional photography. Matching the customer’s request for photo and video of specific apartments, the LCP Media app also allows managers to capture, store and syndicate media at the unit level. 

What about virtual tours?

Virtual tours are another important piece of the puzzle. In the Happy Place Survey, 33% of renters said virtual tours would enhance their rental experience.

That separate study of 10,000 renters was also telling: 83% said virtual tours of individual floor plans are important or very important, and 31% want virtual tours of community amenities.

So, if you’re already publishing photos and videos of your community, consider adding virtual tours to the mix. (And don’t forget: Nearly 40% of renters said apartment size and layout is non-negotiable … virtual tours are the perfect way to show off your floor plans.)

You can explore LCP Media’s virtual tour services here (they automate delivery of unit-level content to your website and listings).

Get data from LCP Media

We know renters appreciate virtual tours, but do they really get views and clicks? LCP Media’s data says yes.  

LCP Media looked at over 26,000 virtual tours from their TourBuilder module — here’s what they found:

• 1,846 average virtual tour visits
• 16,682 average 360 image views per tour
• 321 average clicks of menu items per tour

“These figures show significant renter interest is generated by incorporating virtual tours into property websites, internet listings and other marketing channels,” shared Izzy.

Read this (virtual tours) case study

Want data that shows how virtual tours affect leasing performance? LCP Media has that, too.

Greystar, a global leader in rental housing, recently released a case study showing how virtual tours help reduce vacancies/vacancy loss and improve rent revenue.

Check out the data below. When compared to properties without virtual tours, Greystar properties using property and unit-level virtual tours:

• Reduced vacancies by 5 days
• Saved $37,895 annually
• Saw a 7% increase in effective rent
• Received 20% higher rent revenue

Here’s the takeaway: Not only does adding property and unit-level virtual tours give renters a convenient, efficient way to view communities, but it also increases NOI.

Try these 3 best practices

Now that you know the importance of photos, videos and virtual tours, it’s time for some best practices. See Izzy’s three tips based on LCP Media’s data and expertise.

1. For photos: Use high-resolution images taken in natural light. Highlight key areas like the kitchen, living room, bedrooms and bathrooms.
2. For videos: Keep them concise (under 2 minutes), focusing on the flow of the apartment. Include captions and branding for clarity.
3. For virtual tours: Utilize 360-degree technology to offer an interactive experience. Make sure the technology is compatible across devices and platforms.

“In today’s digital-first rental market, high-quality visual content is not just an enhancement — it’s essential,” said Izzy. “Photos, videos and virtual tours significantly influence a renter’s decision-making process.”

Learn more and get in touch

Have questions about incorporating photos, videos and virtual tours in your marketing? Reach out! We’re here to help, and our partnership with LCP Media makes it easier than ever to get started.

In the meantime, learn more about the value of rich apartment media in LCP Media’s handy brochure.