Images have always been important for marketing apartment communities, but the COVID-19 pandemic has made them critical. Photos, videos and 3D tours allow prospective renters to not only see but to virtually walk through an apartment without the necessity for an in-person visit. They also are key to renters who are relocating and doing their apartment search online. And, in the current market, most multifamily owners and operators believe it would be impossible to achieve their goals without the use of photos and videos.
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According to the 2020 NMHC/Kingsley Apartment Resident Preferences Report, 83 percent of survey respondents said they would need to see unit photos or slideshows online before renting an apartment without seeing it in person, while 64 percent said they would need to see community and amenity photos and 59 percent, a virtual/3D tour. That report is based on pre-pandemic data, but industry experts say that photos, slideshows, videos and 3D tours are even more important today.
“For most demographic groups, photos and videos are essential, especially when we’re in an environment like we’ve been for the last year, when people aren’t comfortable touring on-site or are moving to another market and doing it all online,” Sarah Yaussi, vice president of business strategy for the National Multifamily Housing Council, told Multi-Housing News. “Renters want to see what…