Property owners are asking the same question they've been asking for years: "How's the market?"
But here's what's changed: they're no longer calling you first. They're asking Google, scrolling through social media, or even asking AI chatbots like ChatGPT for market insights before they ever reach out to a property manager.
Yet despite all this digital noise, property owners still say that local property management professionals are the most trusted source for understanding what's really happening in their market.
That's both your opportunity and your challenge.
If you're not consistently showing up online with local market updates, search engines, social media influencers, and AI tools will answer your owners' questions and leave you completely out of the conversation.
Why Monthly Market Videos Are a Solid Strategy for Property Management Companies
A simple monthly "market update" video helps you show up where your property owners are: email inboxes, Instagram, Facebook, LinkedIn, YouTube, and even search results. This reinforces what owners already believe: you're the local expert who understands what the data actually means for their investment properties.
Video works especially well for property management companies because it:
- Builds trust through visibility – Owners see your face, hear your voice, and feel more connected to who's managing their investment
- Humanizes your expertise – You're not just sending reports; you're explaining what rental trends, vacancy rates, and market shifts mean for their bottom line
- Creates educational content – You can break down complex market data into actionable insights for landlords
- Positions you as the local authority – Regular content trains Google, YouTube, and even AI tools to recognize you as the go-to expert in your market
- Supports compliance and risk management – Market videos let you educate owners on regulatory changes, tenant market trends, and risk mitigation strategies
The Business Impact: How Monthly Videos Transform Your Property Management Company
When you commit to a monthly market video strategy, you're not just creating content—you're building a system that impacts multiple areas of your business:
Owner Retention & Satisfaction
Property owners want to feel informed and confident about their investments. Monthly market videos demonstrate that you're actively monitoring market conditions, rental trends, and factors that affect their properties. This proactive communication builds confidence and reduces owner anxiety, especially during market shifts.
Competitive Differentiation
Most property management companies send occasional emails or generic market reports. By consistently delivering video updates with local data and your professional analysis, you stand out as more engaged, more transparent, and more valuable than competitors.
Lead Generation & New Owner Acquisition
These videos become searchable assets that attract prospective clients. When a landlord in Greater Boston searches for "rental market trends" or "property management market update," your videos can appear in search results, positioning you as an authority before they even contact you.
Time Efficiency Through Repurposing
One 60-90 second video becomes the foundation for an entire month of content:
- Short social media clips for Instagram Reels, Facebook, and LinkedIn
- Written market summary for your blog or newsletter
- Email updates to current and prospective owners
- Social media graphics highlighting key data points
- Owner presentations and property performance discussions
Internal Team Alignment
Your leasing and property management teams stay informed about current market conditions, which helps them have more confident conversations with tenants and owners alike.
Building Your Repeatable Monthly Video System
The key to success isn't creating one viral video—it's building a simple, repeatable system you can execute every month without burning out your marketing team.
Here's how to structure your monthly market video workflow:
Step 1: Gather Your Local Data
Collect relevant market data for Greater Boston or your target area:
- Average rental prices by property type
- Vacancy rates and days on market
- Year-over-year rental trends
- Seasonal rental patterns
- New inventory or development activity
Sources can include MLS data, your own portfolio metrics, Zillow research, local housing reports, and industry publications.
Step 2: Create Your Script
Keep it simple and conversational. Your script should include:
- Hook (0-5 seconds): "Here's what Greater Boston landlords need to know about the rental market this month..."
- Key data points (20-40 seconds): 2-3 specific metrics with context
- What it means (20-30 seconds): How this data impacts property owners
- Call to action (5-10 seconds): Encourage owners to reach out with questions
Total length: 60-90 seconds maximum.
Step 3: Record and Edit
You don't need expensive equipment or a professional studio. A smartphone, good lighting, and a simple video editor (even free tools like iMovie, CapCut, or DaVinci Resolve) are enough to create professional-looking videos.
Pro tips for recording:
- Choose a clean, professional background
- Use natural light or a ring light
- Record in a quiet space
- Speak clearly and confidently—imagine you're talking to one owner, not a crowd
- Don't worry about perfection; authenticity matters more
Editing basics:
- Trim any awkward pauses or mistakes
- Add text overlays with key statistics
- Include your company logo and contact information
- Add captions for accessibility and social media viewing (most people watch without sound)
Step 4: Publish Across Multiple Channels
Once your video is ready, distribute it strategically:
- YouTube: Upload as a full video with an SEO-optimized title and description
- Email: Embed in your monthly owner newsletter
- Facebook & Instagram: Post as a Reel with relevant hashtags
- LinkedIn: Share with commentary targeting property investors and industry professionals
- Your website blog: Embed the video in a written blog post for SEO value
- Owner portal: Share directly with current clients
Step 5: Repurpose for Maximum Value
Don't stop at just posting the video. Extract every bit of value:
- Pull quotes for social media graphics
- Create a written summary for owners who prefer reading
- Use data points in owner performance reviews
- Reference insights during owner acquisition calls
- Save clips for future compilation videos
Ready to Establish Your Authority in 2026?
You don't need a production crew, expensive software, or hours of editing time. You need a commitment to showing up consistently, sharing valuable local insights, and positioning yourself as the trusted expert property owners turn to.
By creating monthly market videos, you're not just producing content—you're building a repeatable system that strengthens owner relationships, attracts new business, and establishes your property management company as the go-to authority in your market.
Start with one video this month. Then commit to the system. By the end of 2026, you'll have 12 pieces of valuable content working for you across every digital channel, training search engines and AI tools to recognize what your owners already know: you're the expert they can trust.
Questions about the Greater Boston rental market or how we support property owners with market insights and proactive management? Learn more about our approach.