How Video Technology is Transforming Multifamily CRE for Brokers

The multifamily asset class is one of the most dynamic sectors in commercial real estate (CRE), driven by urbanization trends, population growth, and changing housing preferences. As investors flock to this sector, brokers are under increasing pressure to market multifamily properties more effectively and close deals faster. One of the most powerful tools emerging in this space is video technology, including video offering memorandums (OMs), drone footage, and 3D modeling. For brokers focused on multifamily properties, integrating these innovations into their strategies offers a competitive advantage.

The Growing Demand for Multifamily Properties

The multifamily sector is booming. In the U.S., multifamily property investments reached nearly $250 billion in 2022, accounting for about 40% of total commercial real estate investment. This demand is fueled by a growing preference for rental housing, urban migration, and an overall shortage of single-family homes. However, with more investors entering the multifamily space, brokers need innovative ways to stand out in this crowded market.

Data shows that properties marketed with video content receive 403% more inquiries than those without video, making it clear that video is a critical asset in attracting potential buyers and tenants. By showcasing multifamily properties through dynamic visuals, brokers can provide a more immersive experience that accelerates the decision-making process.

Video Offering Memorandums: A Game Changer for Multifamily Properties

Traditional offering memorandums (OMs) are often text-heavy and rely on static images to convey the value of a property. However, for multifamily properties—where communal amenities, layouts, and surrounding areas play a huge role—static images can fall short. Video OMs bring these properties to life, allowing potential buyers to explore a property’s unique features in a far more engaging way.

Video OMs for multifamily assets can include:

• High-quality visuals of amenities such as pools, gyms, and courtyards
• Walkthroughs of model units to highlight layouts and finishes
• Drone footage showcasing proximity to schools, parks, and public transportation

For example, a video OM for a 200-unit apartment complex could feature aerial views of the complex’s layout, show potential buyers how units are distributed, and even highlight nearby commercial developments that add value to the property. Studies show that listings with video content receive 87% more engagement from prospective buyers, underscoring the importance of video in today’s real estate market.

Drone Footage: Maximizing Marketability with Aerial Views

In multifamily real estate, location is everything. Whether the property is in a bustling urban center or a quiet suburban neighborhood, the surrounding environment greatly influences a buyer’s or tenant’s decision. Drone footage offers a comprehensive, 360-degree view of not only the property itself but also its surroundings. Potential buyers can see how close a property is to parks, public transportation, shopping centers, and schools—factors that are crucial when evaluating a multifamily investment.

Drone footage can also provide a bird’s-eye view of the property’s amenities, parking facilities, and layout, allowing investors to fully understand the scope of the asset. Brokers who incorporate drone footage into their marketing materials are seeing tangible results. According to industry data, properties marketed with aerial footage sell 68% faster than those without, and brokers using drone technology often receive higher initial offers.

Data-Infused Video Presentations: The Power of Visualization

Multifamily investors are often data-driven, with key metrics such as occupancy rates, rental income, and cap rates playing a huge role in decision-making. Video presentations that integrate these data points allow brokers to deliver crucial information in a visual, easily digestible format. For instance, a video tour of a multifamily property could include on-screen graphics displaying rental income projections, vacancy rates, or market comparisons.

This data-driven approach can significantly speed up the decision-making process for investors. Instead of wading through lengthy reports, buyers can watch a concise video that delivers both visuals and numbers, making it easier to evaluate whether a property aligns with their investment goals. Research shows that 73% of investors prefer data-infused video presentations over traditional paper-based reports.

3D Modeling: Elevating Property Tours

For properties that are still under construction or in the planning stages, 3D modeling offers an unparalleled opportunity to showcase future potential. With 3D models, brokers can give prospective investors and tenants an immersive experience, allowing them to explore virtual versions of units and amenities before they are completed.

In the multifamily sector, 3D modeling is particularly valuable for developments that involve multiple building layouts or configurations. Investors can see exactly how different units will look, where they’ll be located, and how the overall design will enhance the property’s market appeal.

For example, brokers can use 3D models to show how shared amenities like rooftop decks, fitness centers, and communal spaces will integrate with the residential units. This approach reduces uncertainty for buyers and tenants, enabling them to visualize the completed property and make more informed decisions.

Video Inspections: Streamlining Due Diligence

One of the most time-consuming aspects of multifamily real estate transactions is the due diligence process, which often involves multiple site visits, inspections, and assessments of building conditions. Video inspections streamline this process by allowing brokers to provide detailed footage of key property areas, such as mechanical systems, HVAC units, and common areas.

These video inspections can be shared with investors, property managers, or lenders, reducing the need for repeated physical site visits and speeding up the transaction process. Brokers who offer video inspections report a 30% reduction in the time it takes to complete the due diligence phase, which translates into faster closings and fewer delays.

Meeting the Needs of a Competitive Market

In today’s competitive multifamily market, brokers need every advantage to attract potential buyers and investors. Video technology offers a powerful solution that not only enhances property marketing but also improves communication and decision-making throughout the transaction process.

From video OMs and drone footage to 3D modeling and video inspections, VidTech’s services empower brokers to showcase multifamily properties in a way that captures attention and drives faster deals. These innovative tools help brokers highlight the full potential of a property, enabling investors to make more confident, informed decisions.

Conclusion

For brokers working in the multifamily asset class, video technology is no longer optional—it’s a necessity. As demand for multifamily housing continues to grow, brokers must find new ways to market properties effectively and stand out in a crowded marketplace. Video OMs, drone footage, 3D modeling, and video inspections are essential tools that streamline transactions, reduce timelines, and increase investor confidence.

With the multifamily sector expected to continue its rapid growth, brokers who leverage video technology will be better positioned to capitalize on opportunities and close deals faster. VidTech’s suite of video services provides the tools brokers need to stay competitive and thrive in this dynamic market.4o