The Big Idea: Your favorite apartment marketing video series

Do you ever feel like there’s so much to learn but only so many hours in the day? Marketers everywhere feel this way, and it’s no surprise. Technology and customer behavior constantly evolve, and it’s our job to keep up.

What if there was a way to learn — and truly absorb — a simple new idea (that’s proven to work) in just a few minutes?

That sounds manageable, right?

Introducing The Big Idea, your new favorite apartment marketing video series. Hosted by Esther Bonardi, these short videos show you one thing you can do right now to get results.

Here’s a quick look at the videos in the series. Learn how to give renters what they want to see, increase conversions, make social media work for you and much more.

The Big Idea: Interior photos matter MOST

Which photos have the biggest influence when a renter is searching for a new home? 73% of people surveyed said interior photos are the most important, significantly outranking exterior, amenity and neighborhood photos.

Make sure you are taking the photos that matter to your customers and posting them everywhere renters want to see them, on your website, on social media and on the ILSs.

The Big Idea: Go virtual for conversions

If you have a lot of people looking at your apartment listings but not as many as you’d expect applying, this episode is for you. Convert more renters by showing them what they want to see: the inside of their prospective new home.

Since 83% of renters say a virtual tour of a floor plan is either important or very important, it’s critical to create and post virtual tours! Don’t have a nice model? That’s OK. An empty tour is better than no tour at all. Better still is a tour of the actual unit.

The Big Idea: Make social media easier

Do you find it challenging to think of new content to post to your social media channels every week? (We certainly do.) Watch this episode to get Esther’s top tip for finding new information that will engage your renters.

Find a new source of social post ideas specific to your audience and learn how you can simplify writing posts using an AI content creator.

The Big Idea: More leads with aerial views

Aerial views aren’t just a just a fancy bell and whistle for your website. Find out how aerial views will increase renter engagements and leads.

See an example and study the results of some recent testing. Spoiler: Listings with aerial views received 32% more leads than listings without them!

The Big Idea: How to get more reviews

We all know that renters love to read reviews. But how impactful are they really? And how can you get more reviews without completely overhauling your marketing department?

Get the data on reviews and some tips to make acquiring reviews easier in this episode.

The Big Idea: Give renters what they want

See the results of a new renter satisfaction survey that got more than 3,000 responses. Find out which features renters value most when looking at apartment listings.

Here’s a hint: Renters want tools to budget, schedule and compare!

The Big Idea: Optimize your ILS marketing

Should you prioritize marketing spend — especially on apartment listings — outside of the traditional leasing season? The data says yes!

Watch to see when listings actually get the most traffic, leads and leases (and learn why a year-round ILS marketing strategy is key).

The Big Idea: Happy place renter survey (Part 1)

What are renters looking for in their next home? Or as we like to call it, their happy place? We asked, and over 5,000 renters answered. Watch as Esther shares never-before-seen data and how you can use it to your advantage.

Sneak peek: 41% said they want a community that’s rich in amenities and green spaces.

The Big Idea: Happy place renter survey (Part 2)

That’s right, there’s more survey data to unpack! See what thousands of real renters said are must-haves in their next happy place. You’ll also get actionable tips for marketing your top features.  

Here’s a preview: 63% said they need in-unit laundry.

The Big Idea: Happy place renter survey (Part 3)

Ready for another batch of survey data? Watch to see which community amenities renters care about, then learn how to align your marketing.

Get this: 40% said reserved or covered parking is a must-have.

The Big Idea: Try flexible advertising

There’s no one size fits all for multifamily marketing. With that in mind … shouldn’t advertising be more flexible? We say yes!

See how to get low-cost, flexible advertising (and why it’s the smartest option for today’s marketers).

The Big Idea: Enhance your virtual tours with AI

AI enhancements are here for virtual tours! Now that’s a big idea. See how it works in a real apartment, then find out how to get the technology.

Can you believe how much better this unit looks? No professional editing required.

The Big Idea: Expect more from your media

Did you know virtual tours can be turned into videos? And animated GIFs? They’re perfect for your website, emails and social media marketing.

Watch to uncover new tour data and quick, actionable ways to get your visual media in more places.

The Big Idea: Why fee transparency matters

Is fee transparency important on your website and apartment listings? You bet, and Esther has the inside scoop! Find out what fee transparency is, why it matters and how to get started.

Bonus: You’ll get to see an example of what fee transparency looks like.

The Big Idea: Mastering your media strategy

If you haven’t seen the latest news on virtual tours, this is the video for you. Esther is sharing everything you need to know … paired with timely tips.

Watch to see why you should expect more from your media — and why now’s the perfect time to rethink your strategy.

The Big Idea: 6 fee transparency tips

If you watched the last Big Idea on fee transparency, you know it’s crucial to disclose all monthly rental fees upfront.

In this episode, Esther shares six expert tips to put into practice. You’ll see why fee transparency is more important than ever and what to do now.

The Big Idea: How reviews influence AI search

Did you know reviews are important to AI engines? It’s true! Watch Esther break it down.

Find out how real, consistent reviews help your property surface in search results, including AI overviews. That means reaching more potential renters (and building trust along the way).

The Big Idea: How AI engines use business listings

Do your business listings matter in the AI search era? Let’s see what the latest Big Idea says.

Spoiler: Your listings matter, and they need ongoing optimization and synchronization to appear in AI-powered search results.

The Big Idea: Signals, citations & search

What are signals and citations? And why do they matter in the AI search era?

Watch Esther unpack the difference between the two, how one influences the other and why this is important for marketers now. It’s right-now advice that’s relevant to every market!

The Big Idea: Content tips for the AI era

Content signals appeal to AI engines. The question is … which signals work best? See what Gemini, Perplexity and ChatGPT have to say.

Esther also shares why consistency matters across your digital presence, then gives tips to help you stand out in the AI era.

Presented by RentCafe

Did you notice that Esther mentions both REACH and RentCafe.com at the start of most videos? It makes sense to us, but if it doesn’t yet to you, let us explain.

REACH by RentCafe is a marketing agency for the apartment industry. Since most apartment searches begin with an ILS, of course RentCafe.com is an important piece of the puzzle. In fact, it’s an online destination millions of renters visit to look for their next home.

We want to help you connect with these renters and help them find their next home, so many of the tips featured in The Big Idea are things that will help you stand out from the competition in a busy search marketplace. Now isn’t that a big idea?!

Stay tuned for new episodes

Keep your eyes peeled for new episodes of The Big Idea. For now, we’ll be sharing these with the Yardi audience on LinkedIn first, but you may see some overlap here and there.

Still not following REACH on social? If you’re an apartment marketer, you should be! Check out LinkedIn and Facebook for marketing-focused tips, insights and data.