In today’s competitive multifamily real estate market, great listings aren’t just a nice-to-have; they’re a necessity. For property managers and owners seeking high occupancy rates and qualified tenants, a well-executed digital listing can make all the difference between a quick lease-up and weeks of stagnant traffic. In an age where renters conduct the majority of their apartment search online, listings that go beyond the basics, incorporating immersive media, detailed layouts, and syndication across top platforms, offer a significant edge.
Jon Beaulieu of Millstone Property Group explores why high-quality listings are crucial to lead generation and tenant conversion, and how treating a rental unit like a branded product creates a more compelling and ultimately more successful leasing strategy.
First Impressions in a Digital World
Today’s renters are digital-first. According to data from the National Multifamily Housing Council, over 80% of prospective renters begin their search online. Before they ever contact a leasing agent or step foot on a property, they’ve already browsed dozens—if not hundreds—of listings.
This means your digital listing is the first (and often only) opportunity to capture attention. A basic listing with a few grainy photos and a sparse description simply won’t cut it anymore. In contrast, listings that feature high-resolution images, 3D virtual tours, video walkthroughs, interactive floor plans, and thoughtful copywriting are far more likely to make a strong impression and motivate action.
Great listings don’t just show a space—they tell a story. They help prospects imagine their lives in that space. When renters feel emotionally connected to a listing, they’re more likely to reach out, schedule a tour, or apply.
Visual Content: The New Standard
Visual assets are no longer optional—they’re essential. Here’s a breakdown of why each key media type matters:
1. 3D Virtual Tours
3D tours offer a self-guided, immersive experience that lets renters “walk through” a unit at their own pace. Particularly in a post-pandemic world where remote leasing is common, 3D tours give prospects the confidence to lease sight unseen. Properties with 3D tours often see higher engagement rates and fewer in-person showings that result in no-shows or disinterest.
2. Interactive Floorplans
While static floorplans are helpful, interactive ones allow users to visualize the scale and flow of the apartment, toggle between different units, and even imagine furniture placement. This empowers renters to assess whether the space meets their needs—reducing friction in the decision-making process.
3. Video Walkthroughs
Video offers the chance to highlight unique features, community amenities, and neighborhood context in a more dynamic way. A 60- to 90-second video can help set expectations and showcase the lifestyle the property offers, beyond the four walls of the unit itself.
4. Professional Photography
Bright, well-lit, professionally staged photos convey care, quality, and credibility. Listings with high-end photography consistently outperform those with amateur or poorly lit images, and can even justify premium pricing by creating a more upscale perception.
Syndication: Visibility at Scale
Even the most beautiful listing won’t generate leads if no one sees it. Syndicating listings across the major apartment search platforms—Zillow, Apartments.com, Rent.com, Trulia, HotPads, Zumper, and Facebook Marketplace—ensures maximum exposure.
Jon Beaulieu of Millstone Property Group understands that syndication isn’t just about being everywhere. It’s about being consistently excellent everywhere. That means ensuring your listing appears with the same compelling images, video, tours, and copy across every platform. Cohesive branding across channels builds trust, strengthens recall, and reinforces the message that your property is professionally managed.
Treat Your Listing Like a Product Launch
At its core, leasing a multifamily unit is a form of sales and marketing. Yet many properties don’t approach their listings with the same level of intent as a brand launching a product. But they should.
Consider this: if you were releasing a new consumer gadget, would you upload one dimly lit photo and a vague product description? Of course not. You’d launch with an optimized product page, high-res imagery, demo videos, customer testimonials, and a clear call to action.
A rental unit deserves the same treatment.
To position your property as a premium offering, your listing should:
- Highlight differentiators (e.g., in-unit washer/dryer, smart thermostats, pet amenities)
- Speak directly to your target renter’s lifestyle and values
- Include calls to action that guide prospects toward booking a tour or applying
- Feature digital assets that mirror consumer expectations in other areas (e.g., shopping, travel)
The ROI of Better Listings
While producing high-quality content and syndicating listings requires upfront investment, whether in photography, videography, or marketing software, the return is clear.
Key Benefits Include:
- Increased Qualified Leads: A better listing attracts serious prospects who have already vetted the unit visually and spatially, leading to better show-to-lease ratios.
- Faster Lease-Ups: Especially important in new developments or repositioned assets, high-converting listings can shave weeks off of vacancy timelines.
- Fewer Unqualified Inquiries: Prospects have a clearer idea of what they’re getting, so leasing teams spend less time answering basic questions or scheduling showings that go nowhere.
- Improved Tenant Quality: People who are intentional in their search, and have all the information they need up front, are more likely to be reliable, responsible tenants.
Digital Branding as a Competitive Differentiator
Branding isn’t just for luxury Class A developments. Any multifamily property, from garden-style apartments to urban mid-rises, can benefit from a strong digital presence.
This includes:
- A clear property name and logo
- Visual consistency in listing imagery
- Compelling, benefit-focused descriptions
- Social proof, such as resident reviews or testimonials
- Seamless user experiences across web and mobile platforms
Think of your listing as part of your property’s larger brand identity. Every image, headline, and detail should reinforce the experience of living there.
Good Listings Aren’t Good Enough
In multifamily leasing, the difference between good and great listings is the difference between empty units and steady occupancy. Jon Beaulieu of Millstone Property Group emphasizes that a thoughtfully curated, visually rich, and widely distributed listing is more than a marketing asset; it’s a powerful leasing tool that drives real business results.
Treat your listings like your best leasing agents. Invest in their quality, optimize their performance, and let them do the heavy lifting 24/7. In the competitive race for tenants, great listings aren’t just an advantage, they’re the standard.
