The traditional way of running advertising campaigns just doesn’t cut it anymore.

As a multifamily marketer, you could continue to run ad campaigns with static images, but you know you’ll lose engagement — and money.

Instead, consider using video content in your advertising campaigns. Video content grabs attention and plays well with algorithms.

Want proof? Angie Lombardi, VP of Marketing at the Franklin Group, discusses how teaming up with Realync and GREENstick significantly increased her ad campaigns—a whopping 145%.

Franklin Group struggled with low engagement and conversion rates on static image ads for Greenwich Village. Their other communities using video ads performed much better.

Franklin Group partners with GREENstick, a marketing agency, to manage its digital marketing efforts, such as paid ad campaigns. Franklin Group also partners with Realync for its video strategy.

As a Realync agency partner, Chris Beckwith-Taylor, Founder and Chief Strategist of GREENstick, asked Realync if his team could use Franklin Group’s video content for an A/B test to compare static images in one of Greenwich Village’s ad campaigns against video content in the property’s ads.

For creative, Chris used a combination of unit-level videos and videos of Greenwich Village’s amenities, all created and stored in the Realync platform.

What happened next was shocking.

Franklin Group’s video ad campaigns exceeded expectations! In the first 14 days, Chris reported:

On Meta:

— A 160% increase in click-through rates on the video ads vs. static image ads
— A 31% decrease in cost per click for the video ads vs. static image ads
— A 145% increase in conversion rates on video ads vs. static image ads

On Google:

— 1.5k more impressions
— 45+ more clicks
— 63% decrease in cost per conversion
— 500% increase in conversions

What started as an A/B test grew into The Franklin Johnston Group using video more consistently across its communities’ leasing and marketing strategies.

Franklin Group’s team captured the attention of prospective renters it hadn’t been reaching with static image ad campaigns.

“With a remarkable 145% increase in conversion rates, our journey with GREENstick and Realync has become a testament to the power of strategic partnerships and cutting-edge technologies,” Angie said.

By continuing to prioritize video content in its marketing strategy, Franklin Group will generate new leads and excite renters – all with a lower investment in advertising.

“I’m not surprised video content performed better. This video content approach creates stronger emotional connections, which is crucial for potential residents. There’s also the SEO benefit, too. Videos improve search engine rankings as they increase the time visitors spend on a website,” said Chris.

We’re not surprised either, Chris. 🙏