Multifamily is Going All-In on Virtual Tours and Media. Are You Ready?

The same month Zillow announced an exclusive partnership with Rent, more industry-shaking news broke last week. 

Yardi has acquired multifamily media company LCP Media to enhance RentCafe websites with virtual tours and other high-quality media content.

Our immediate takeaway? The apartment industry is doubling down on high-quality media—something we’ve advocated for years.

Your photos and videos should give renters the confidence to apply for a lease without ever stepping foot in your community. And now, new data from 2025 confirms that’s exactly what renters want, too.

This moment should prompt marketers to reevaluate their media strategy and recognize its direct impact on leasing success.

Renters demand transparency from your media content. 

Zillow’s 2025 Consumer Housing Trends Report makes it clear: Your apartment’s media content matters.

A survey of over 30,000 renters revealed that 79% consider digital media—photos, 3D tours, and virtual video tours—essential when searching for an apartment.

And it’s not just about showcasing exteriors, clubhouses, or pools. Renters want inside views of specific floorplans, which makes perfect sense.

They typically know what type of floorplan they need before they begin their search. They want clear, accurate depictions of the layout, living space size, kitchen setup, and more—so they can quickly determine if a unit fits their needs.

(And don’t let comparison bias win. Regardless of your property’s type or features, your prospects still deserve comprehensive media content that showcases your interiors. Investing in media isn’t just about “serving your brand”—it’s about serving renters.)

This level of transparency builds trust—and wins leases.

Renters are taking fewer in-person tours before applying.

The Zillow survey highlights a steadily rising trend: One in five renters now skips in-person tours entirely before signing a lease.

Apartment shopping used to be a tedious process—scheduling multiple tours, spending weekends visiting communities, and only then deciding on the right fit. 

Not anymore.

Today’s prospective renters—primarily Gen Z—grew up in a digital-first world. They know where and how to access information quickly and rely on media content to influence major purchasing decisions, including signing a lease.

This has two significant implications for apartment marketers:

1. Investing in high-quality photos and videos can attract and engage your audience of prospects more effectively, especially when they're going to compare multiple properties.
2. If your media content appears attractive and helps your audience, more will skip time-consuming stages like touring and accelerate your leasing process. 

What apartment marketers need to do next with their media content.

As the industry goes all-in on media, apartment marketers should ask themselves two key questions:

Question #1: Does your apartment's media content meet renters' high expectations? 

Assess your media content through the eyes of a prospective renter.

• Are your virtual tours well-lit, clear, and complete?
• Do you have dedicated images for each floorplan?
• Do your photos and videos look professionally produced and edited?

Remember, the part of the brain responsible for seeing also handles decision-making. 

If you’re unsure whether your visuals make an impact, get an outside perspective—have a mystery shopper or trusted friend evaluate them honestly.

The goal is simple: Your media should be strong enough to cause someone to become a lead or apply for a lease without scheduling a tour—because that's where this push into media content appears to be heading.

Question #2: Is it time to invest (or reinvest) in your apartment's media content quality?

Are you still using photos shot with a digital camera from 2012?

Does your website rely on flat, outdated 2D floorplan renderings instead of video tours?

If so, it’s time to rethink your strategy. Renters want more. That’s why a major technology provider like Yardi made this move.

If your media feels outdated or underwhelming, now is the time to invest (or reinvest).

Otherwise, competing properties will continue improving their virtual tours and media—gaining a significant, lasting advantage.

RentVision can help you upgrade your apartment's photos and videos.

Differentiating your apartments in today’s competitive market is critical. That’s where we can help.

RentVision’s in-house media team has nearly 40 years of combined experience in multifamily. They've produced 10,000+ high-quality, engaging walkthrough video tours with almost 20 million views online (a combined watch time of 402,000 hours) and floorplan-specific photos for apartment communities nationwide.

📸 Ready to upgrade your media content and convert more leads into leases?

Click here to learn how our photo and video solutions can showcase your units, amenities, and property features—helping renters make confident leasing decisions faster.