RealPage achieves a 69% YoY increase in influenced pipeline with ON24

RealPage is a technology platform offering real estate owners and managers a range of software solutions and services. Whether it’s to optimize rents, simplify purchasing, capture leads, boost resident satisfaction or automate property management and applicant screening, thousands of real estate professionals turn to RealPage to make their work more efficient and profitable.

RealPage is also a valued source of information about the real estate market — and its regular schedule of webinars is critical to its demand generation strategy. The RealPage video marketing team creates more than a dozen high-production-value webinars monthly that are engaging, informative and built to convert prospects to customers.

Fundamental to the RealPage webcast experience is ON24 to support and deliver webinars as well as capture and integrate viewer data.

RealPage had already purchased ON24, so Tracy turned his attention to exploring the platform’s potential. He watched a number of ON24 webinars for tips and strategies on content design, as well as ON24 best practices.

“Those ON24 webinars gave me the ideas I threw out to folks,” Tracy said. “Let’s simplify the graphics. Let’s approach our webinars like a newscast: talk about the most important stuff first, and then dive a little bit deeper. Pick three or four topics to cover and go into those in detail. Then at the end, do a little bit of Q&A with the folks who are attending.”

That recommendation is now the basis for all RealPage webinars. Tracy and his team, which includes George Weems, Multimedia Producer, developed a plan and a timeline for content creation, including regular Tuesday market updates, as well as product information sessions and thought leadership pieces.

“You need to have a regular cadence,” Tracy said. “Nobody else in our space of property management software is doing anything like this. There’d be occasional webinars that you would hear about, but nothing on a schedule.”

The interactive webinars created using ON24 are available both live and on demand. Polls, surveys and Q&A sessions engage the audience, and provide actionable data.

For Weems, one of the standout features available from ON24 that has made his job easier is the customizable lobby videos. “When ON24 came out with the custom lobby video, we were just over the moon.”

Importantly, ON24 integrates with Salesforce and other crucial applications, enabling RealPage to gather, analyze and leverage information about who watches the webinars. The team finally had the demand generation solution they’d been looking for.