Beyond virtual tours: 6 types of media for property marketing

By Natalie Mahn on January 13, 2026 in Marketing

two hands holding a tablet displaying media for property marketing, including a 3D rendering of an apartment

Are you using media for property marketing? If so, does your strategy include more than virtual tours?

Virtual tours are great, but a well-rounded, expansive media strategy can help you stand out and win more prospects.

If you’re not sure what that looks like, this is the article for you! Keep reading to see why media matters today, then explore six types of media to try now (including virtual tours, plus some options that might surprise you).

Here’s why media matters

Media is an essential part of property marketing. But in case you’re not convinced, let’s dive into why … featuring data.

In short, your prospects expect visual media. A RentCafe.com survey of 10,000 renters stands as proof: 73% said interior apartment photos influence their decision most and 83% said virtual tours are either important or very important.

Media also increases conversions. A case study by LCP Media shows that unit-level virtual tours have a 38% higher lead-to-lease conversion rate.

This is why media is crucial for property marketing. Renters expect it when searching for a place to live, and the right media drives real results.

6 types of media to try now

Media is important, but what options are available? And what are the benefits of each? Let’s get into six types of media for property marketing.

1. Professional photos

Most property marketers know photos are important, both at the property and unit level. Not everyone thinks professional photography is worth the investment, though (meaning some marketers opt to take photos themselves).

If that’s you, think back to the data: 73% of renters said photos influence their decision most. That means your photos need to be high-impact, attractive and engaging. Photos can make or break a prospect’s decision to take the next step, whether it’s booking a tour or submitting an application.

Professional photography is the best way to check every box. You get sharp, high-quality photos that are consistent everywhere prospects look. The pros also know what works and what doesn’t, removing the guesswork that comes with DIY photography.

Professional photos work to:

Capture instant attention
Enhance brand credibility
Drive more engagement

2. Drone content

Drone content has become more mainstream in property marketing over the last decade. That said, capturing drone content might not be at the top of your priority list.

We get it. If you have standard photos on your website and listings, especially professional photos, do you really need drone content?

The answer is yes, if you want to stand apart from competitors. Drones highlight your community’s layout and surroundings in a way that standard visuals can’t. Aerial footage is also exciting to look at, which leaves a lasting impression on prospects.

Drone content helps you:

Spotlight unique angles
Increase transparency
Show off the neighborhood

LCP Media takes things a step further with quality drone imagery, 360-degree aerial photos and fly-through videos. Certified drone pilots give you multiple forms of content, all from the skies. (It’s essential to hire certified drone pilots to capture your aerial content to ensure compliance with local drone laws in your area.)

3. 3D renderings

What exactly is a 3D rendering? Is it a photo, video or a virtual tour?

3D renderings can be all the above. They’re needed when a property is in lease up but still under construction. Renderings help prospects see what your finished space will look like.

These renderings can incorporate textures, furniture and lighting to show real scale and livability. When used alongside virtual tours, 3D renderings create an immersive experience.

The big advantage is prospects get a comprehensive view of units. Both 3D renderings and professional photos can be virtually staged to help prospects envision the space with furniture. It’s media that’s attractive and functional.

3D renderings can:

Show real proportions
Bring visuals to life
Simplify staging

4. Virtual tours

As mentioned, virtual tours are setting the standard in property marketing. Today’s prospects expect them, and the data says they increase lead-to-lease conversions by 38%.

So, if you think they’re just a nice-to-have, think again. Virtual tours are interactive, 360-degree experiences that let prospects explore properties anytime, from anywhere. Considering their impact, virtual tours should be at the forefront of your media strategy.

Both property and unit-level virtual tours are important. LCP Media offers an all-in-one solution, TourBuilder, that lets you manage both (and track performance like visits, views and clicks).

Virtual tours make it easy to:

Reach more prospects
Drive faster decisions
Boost conversions
Generate higher NOI

5. Short-form videos

Did you know virtual tours can be converted into short-form videos? It’s true, at least when you’re working with the right media partner.

Creating quick, interactive video content is another way to show off every space at your property. Prospects get to see a real walkthrough, just like a virtual tour, but one that does the navigating for them (often set to music).

Similar to other types of media, short-form videos help prospects better visualize units, common areas and amenities. They’re also perfect for sharing in marketing emails and across social media. Quick tip: Videos under a minute tend to perform well on social channels.

Short-form videos work to:

Captivate your audience
Highlight spaces quickly
Diversify your marketing

LCP Media offers TourBuilder Clips, a solution that automatically generates short-form, 360-degree videos that are market-ready.

mobile phone displaying a virtual tour of an apartment

6. Animated GIFs

Meet another form of short-form videos: GIFs! You’re likely familiar with these, but you might not attribute them to property marketing.

Well, guess what … they’re great for property marketing. GIFs offer at-a-glance views of your property, which can quickly engage prospects. Just like with short-form videos, this makes them ideal for emails and social posts.

GIFs can be created from virtual tours, making it easy to tease walkthroughs and impressive amenities (think walk-in closets or city views).

GIFs help you:

Tell stories in seconds
Build more anticipation
Stand out on social media

Expect more with LCP Media

You’ve seen a bit of what LCP Media does already, but here’s the full introduction:

LCP Media is a visual media company that specializes in property marketing. Solutions are tailored to multifamily, but also compatible with commercial, senior living and even student housing. At its core, LCP Media is committed to creating unreal virtual real estate experiences.

We’re extra excited to spotlight the brand, since it recently joined the Yardi family. You can learn more about each product and service on our LCP Media page or by reading through this brochure.

Get your free media consultation

Ready to see how media for property marketing can work for you? Reach out to us. We offer free media consultations that are tailored to your community.