Zumper is giving its customers some more marketing power with the launch of a generative AI social media video feature called Reelz, Inman learned in a Feb. 18 statement.
The new tool is part of the rental platform’s Amplify Social, a solution for automating digital marketing efforts on popular social media channels under the Meta banner. The company states the system was responsible for one apartment community reporting a 75 percent jump in content engagement and a 209 percent increase in post impressions.
“Reelz uses a property’s existing, high-resolution photography and AI-generated scripts, captions, and hashtags, to create editorial videos that highlight community amenities, apartment features, and key selling points,” according to the statement.
The software makes it easy for users to conceptualize, schedule and brand efforts to appeal to potential and existing tenants.
Short-form video is perhaps social media’s most powerful message driver, and now Zumper is making it easy for residential property managers and leasing agents to leverage it.
“One survey found that 44 percent of respondents prefer to learn about products through short videos versus any other format,” said Steven Widen, a marketing expert and Forbes Council member, in a 2024 Forbes report. “With 30 percent of short-form videos being watched almost to completion, their ability to captivate audiences in mere seconds is unparalleled.”
About short-form content, marketing consultant and industry social media personality Katie Lance said at Inman Connect in 2023 that agents should focus on being quick, having a hook and taking advantage of captions and hashtags.
“Lean in to who you are and who you aren’t; you may not be everyone’s cup of tea, and it’s all good,” Lance said.
Zumper’s Reelz will look to assist multifamily marketers hit those points with the added efficiency of its AI-supported creative automation and publishing.
“This expansion strengthens our growing suite of business solutions,” said Shawn Mullahy, Zumper’s Chief Revenue Officer, in a statement. “At Zumper, we are much more than an ILS [internet listing service]. Our solutions support review generation, illegitimate review removal, social proofing, and Google Business Profile optimization.”
The popular rental marketing and services company has been pushing the industry to adopt a range of technologies. It has implemented partner marketing services like Matterport, virtual staging, lead nurture campaigns and efficient photography scheduling, among other efforts. In December the company announced the deployment of an AI engagement entity called Zoe.
Zoe can alleviate the number of common questions fielded by leasing agents and do it more quickly. Tours, rent concerns, maintenance request handling and other such issues often draw agents away from the lead response pipeline, which Zoe is designed to handle, said Zumper co-founder and CEO Anthemos Georgiades.
“Property managers should expect to receive far better informed and quality Zumper leads when Zoe passes them across,” Georgiades said at the time.
Zumper also integrated with ChatGPT in May of last year.
