Sample Shot List: Multifamily Lease-Up Marketing Campaign

Lease-up marketing directors run the same shoot every 6-18 months: a new building delivers, the leasing center opens, the model unit is staged, and a 60-90 day lease-up sprint begins. The photo and video assets feed every channel: the property website, ApartmentList / Zillow Rentals / Apartments.com syndication, paid social, organic Instagram, brochure, and the broker email blast.

Below is the complete shot list to hand the photographer before the shoot. Print it, mark up your priorities, and use it as the SOW attachment.

Exterior

• Twilight hero (the cover image for the website and brochure)
• Daylight straight-on facade (all four sides if free-standing)
• Three-quarter hero with surroundings (showing setback, landscaping, and adjacent street life)
• Entry approach (porte-cochère, lobby entrance, or main door approach)
• Garage / parking entry (if relevant)
• Pet relief area / dog park (if amenity)
• Bike storage / bike room exterior signal
• Mailroom exterior (Amazon Hub if installed)

Aerial / Drone

• 4K cinematic reel (60-90 seconds) showing site, context, and amenity package from above
• Aerial stills — building from 150ft, 300ft, 500ft
• Rooftop amenity overview (pool deck, sky lounge, rooftop bar if applicable)
• Pool deck from drone at twilight (this is consistently the highest-engagement social asset)
• Surrounding neighborhood context (showing transit, schools, retail proximity)

Model Unit (1BR, 2BR, 3BR — each unit type separately)

Standard Model Unit Coverage

• Hero living room (anchor compositional shot)
• Living room from second angle (showing the depth and a different feature wall)
• Kitchen wide (showing the island, appliances, counter materials)
• Kitchen detail (close-up of the island stone, faucet, range)
• Dining nook / dining area (if separate from living)
• Primary bedroom wide
• Primary bedroom detail (window view, headboard wall)
• Primary bath wide (showing tile, vanity, shower)
• Primary bath detail (vanity styling, shower interior)
• Secondary bedrooms (one wide each, plus optional second angle on the kids' room)
• Secondary bath (one wide each)
• Walk-in closet (one wide)
• Laundry / utility (one wide if branded appliances are a selling point)
• Balcony / terrace (showing the railing, the view, and the lifestyle staging)

Specialty Shots If Applicable

• Smart home control wall (Nest, Alexa hub, switches)
• Bay window or unique architectural feature
• In-unit storage detail (pantry, mudroom, built-ins)

Amenity Deck

Pool Deck

• Pool wide (hero — daytime AND twilight if budget allows)
• Pool from corner showing cabanas and seating
• Hot tub / spa wide
• Pool deck dining / grilling area
• Cabana detail / staging

Lounges

• Resident lounge wide (the social hub — most marketed amenity)
• Resident lounge from a second angle
• Co-working / business center wide
• Co-working detail (showing screens, conference rooms, phone booths)
• Game room / billiards (if applicable)
• Library / quiet lounge (if applicable)
• Wine room / tasting area (if applicable — luxury tier)

Fitness

• Main fitness floor wide
• Cardio area (showing equipment, mirrors, screens)
• Strength area (free weights, machines)
• Yoga / Pilates studio
• Spin studio (if applicable)

Lifestyle Amenities

• Pet spa / pet wash
• Dog park / dog run
• Bike repair / bike room
• Package room with Amazon Hub
• Rooftop or sky lounge wide + sunset / twilight
• Movie / screening room
• Kids' playroom / family room
• Conference / private dining

Leasing Center / Common Areas

• Main lobby wide (entry experience)
• Lobby detail (concierge desk, art wall, signature feature)
• Mailroom / package room
• Elevator lobby / hallway corridor
• Leasing office wide (where prospect signs)
• Model unit kitchen for marketing close-up (re-shot specifically for paid social square format)

Lifestyle / Model-Staged Shots (Optional, Higher-Tier)

For higher-end multifamily launches, lifestyle shots with paid models add 15-25% to the budget but materially improve paid social conversion:

• Model on pool deck with drink (square format for Instagram)
• Couple in lounge area (showing community feel)
• Model on rooftop at golden hour (signature aspirational shot)
• Resident with dog in dog park
• Family in kids' playroom
• Resident in co-working space with laptop

If lifestyle shoots are out of budget, the secondary option is to use the leasing center's existing residents (with releases signed) at no additional cost — but coordinate scheduling with the property manager weeks ahead.

Video Deliverables

Most lease-up campaigns need three video deliverables:

1. 90-second cinematic hero reel for the property website hero, paid YouTube, and corporate Instagram
2. 30-second cutdowns (3-5 variants) for paid Facebook / Instagram / TikTok
3. 15-second vertical reels (5-8 variants) for organic social and TikTok-native

Plus optional:

4. 2-3 minute walkthrough tour (model unit + amenity deck) for the leasing team to send to remote prospects
5. Drone-only 30s reel for organic social
6. Resident testimonial 60s (post-launch, after first 10 leases) for organic and email

Zillow 3D Tour

Strongly recommended for any building targeting out-of-market or relocating tenants:

• Model unit Zillow 3D (one per unit type)
• Amenity deck Zillow 3D (pool, lounges, fitness)
• Leasing center Zillow 3D (so remote prospects can navigate the experience)

File Delivery and Licensing

Standard lease-up deliverable bundle:

• High-res master files (RAW + TIFF + JPEG)
• Web-optimized JPEG set (sRGB, 2000px long edge)
• Square format crops for Instagram (1:1)
• Vertical crops for TikTok / Reels (9:16)
• Horizontal crops for website / Facebook (16:9)
• Edited video in 4K master + 1080p web + vertical 9:16
• Zillow 3D tour URLs + floor plan PDFs

Licensing should cover full marketing use, paid media, syndication portals (ApartmentList / Zillow / Apartments.com / Rent.com), website, email, social, and post-stabilization use without renewal.

Production Timeline

A typical multifamily lease-up shoot is a 2-3 day production:

• Day 1: Exterior, drone, twilight (day timing flexes around blue hour)
• Day 2: Model unit and amenity deck (interior, all units)
• Day 3: Lifestyle shoots with models (if applicable) and video B-roll

Delivery is typically 7-10 business days for stills, 3-4 weeks for the final video edit.

Budget Range

Florida lease-up campaign all-in budget ranges:

• Small / mid-market (60-150 units, no lifestyle): $4,500-$8,500
• Mid-luxury (150-300 units with lifestyle): $8,500-$15,500
• Luxury / mixed-use (300+ units, full video + Zillow 3D): $15,500-$28,500
• Trophy (350+ units, multi-day, full media): $28,500-$45,000

The biggest variance is in lifestyle models, video deliverable count, and Zillow 3D scope.

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Planning a lease-up shoot for a Florida multifamily development? Send the property brief here — full lease-up package quoted within 24 hours, with bundle pricing that combines stills, video, drone, and Zillow 3D in a single SOW.