Lev Mills is a leasing specialist at 1401 West Paces in Atlanta, with 24 years of real estate experience. Throughout his career, he's created property tours and listing videos, but his current role made social media content a regular part of the job.
"We get so many leads from social media that they've made shooting these social media videos a requirement for our jobs," Lev said. "We must have a social media presence that connects the brand, the community that we work for, or the property that we're trying to market."
Lev needed to publish at least two videos every week while balancing his day-to-day responsibilities. HeyGen gave him a way to create those videos with AI. Then he discovered HeyGen White Glove, giving him a creative partner to help turn his ideas into finished content.
Turning ideas into videos with HeyGen White Glove
Lev initially used HeyGen for talking-head videos before experimenting with more creative content tied to what was happening around Atlanta. But he wanted to go further.
Late one night, Lev wondered whether HeyGen could bring a small character named Bailey to life. He tried creating it himself but couldn't get the result he wanted. That's when he noticed White Glove.
Lev sent over the idea, and White Glove helped figure out how to make it happen.
"Before I knew it, Bailey was born, and it was like, 'Oh, my goodness. Like OMG,'" Lev said.
The reaction wasn't limited to Lev.
"Not only OMG for me, but OMG for my boss, my property manager, my regional manager. The owners of the community started watching my videos and telling me how much they love them," he said.
That experiment turned into an ongoing creative partnership, with White Glove helping Lev produce apartment marketing videos, inspirational content, and new concepts featuring Bailey.
Getting a creative team without building one
For Lev, the biggest advantage of White Glove is removing the work between having an idea and publishing a finished video.
Instead of figuring out prompts, images, and production himself, Lev can provide White Glove with the materials and direction and collaborate on bringing the concept to life.
"It sure takes a lot of burden off of me having to figure out prompts, pictures, trying to put it all together," Lev said. "I feel like White Glove is my social media team."
That support helps him consistently publish at least twice a week across Facebook, Instagram, and TikTok.
"If I can give them the material that they need, Tuesdays and Thursdays, I have videos ready," Lev said. "And that is such a weight lifted off of my shoulders."
Before HeyGen, producing enough content was an ongoing challenge.
"It was to the point where the property manager was like, 'Look, guys, y'all are gonna have to do these videos,'" Lev said. "Since then, we have not had any talks. They've been very happy with what they're seeing."
Creating engaging content people remember
White Glove has helped Lev move beyond traditional apartment marketing. His videos include apartment alerts, amenity showcases, funny branding concepts, and inspirational messages.
One of his favorites features a close-up of him running his finger across a granite countertop.
"The detail in my face is so not only realistic, but, like, it's me," Lev said. "I was like, 'Wow, how did they do that?'"
Viewers have wondered the same thing.
"I've had people come into the office, and they go, 'When you're doing your green screens, how do you...?' And I'm like, 'Green screen?' You actually think I'm using a green screen when doing these videos?"
The content is also making Lev a recognizable face for the community.
"I've had some of our residents just walk into the office and point at me and say, 'Oh yeah, you're famous,'" he said.
Prospective residents are making that connection, too.
"I've had people come in and say, 'I know who you are. I've seen you on social media,'" Lev said. "They've already made a connection with me because of the video that's posted."
Some prospects have specifically mentioned video when coming in for a lease.
"I've had people come in and say, 'I saw you on Instagram, and that's one of the reasons why I came here,'" Lev said.
Treating White Glove like an in-house team
Today, 1401 West Paces is just over 94% occupied, and Lev wants video to help maintain that momentum as the market enters slower months.
He's also continuing to explore new creative possibilities with White Glove, including skits, resident events, and concepts featuring himself, Bailey, and his late Chihuahua, Bubbles.
"I'm excited to see what kind of ideas I come up with, what kind of ideas White Glove comes up with, and maybe some ideas that AI comes up with that would connect people to us," he said.
For Lev, that's what makes White Glove so valuable. He doesn't have to know how to execute every idea before bringing it forward.
"I want to continue working with White Glove, working with you guys and just seeing what's possible," Lev said. "Other characters that we can create together and just see what we can do with regards to building our brand."
"I feel like White Glove is my social media team. If I can give them the material they need on Tuesdays and Thursdays, I have videos ready. And that is such a weight lifted off of my shoulders."
