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 in his current role, social media content has become a regular part of the job.

"We get so many leads from social media that creating these videos is now a requirement of our jobs," Lev said. "We need a social media presence that connects with the brand, the community we work for or the property we're trying to market."

Lev needed to publish at least two videos each week while managing his day-to-day responsibilities. HeyGen gave him a way to create those videos with AI. He then discovered HeyGen White Glove, which gave him a creative partner to help turn his ideas into finished content.

Transforming ideas into videos with HeyGen White Glove

Lev initially used HeyGen for talking-head videos before experimenting with more creative content inspired by what was happening around Atlanta. But he wanted to take it 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 through the idea, and White Glove helped work out how to bring it to life.

"Before I knew it, Bailey was born, and I was like, 'Oh my goodness. OMG,'" Lev said.

The reaction wasn't limited to Lev.

"It wasn't just an OMG moment for me, but for my boss, my property manager and my regional manager too. The community owners started watching my videos and telling me how much they love them," he said.

That experiment grew into an ongoing creative partnership, with White Glove helping Lev create apartment marketing videos, inspirational content and new concepts featuring Bailey.

Get a creative team without building one

For Lev, the biggest advantage of White Glove is cutting out the work between coming up with an idea and publishing the finished video.

Instead of working out the prompts, images and production himself, Lev can provide White Glove with the materials and direction, then collaborate to bring the concept to life.

"It certainly takes a lot of the burden off me — working out prompts, images and how 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 they need, I have videos ready on Tuesdays and Thursdays," Lev said. "And that's such a weight off my shoulders."

Before HeyGen, producing enough content was a constant challenge.

"It got to the point where the property manager said, 'Look, everyone, you'll have to make these videos,'" Lev said. "Since then, we haven't had any further discussions. They've been very happy with what they're seeing."

Creating engaging content that sticks

White Glove has helped Lev move beyond traditional apartment marketing. His videos include apartment alerts, amenity showcases, humorous branding concepts and inspirational messages.

One of his favourites features a close-up of him running his finger across a granite benchtop.

"The detail in my face isn't just realistic — it's actually me," Lev said. "I thought, '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 using green screens, how do you...?' And I'm like, 'Green screen?' You actually think I'm using a green screen to make these videos?"

The content is also making Lev a recognisable face in the community.

"I've had some of our residents just walk into the office, 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 been posted."

Some prospective tenants have specifically mentioned the video when coming in to sign a lease.

"I've had people come in and say, 'I saw you on Instagram, and that's one of the reasons I came here,'" Lev said.

Treating White Glove as 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 quieter 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 ideas I come up with, what ideas White Glove comes up with, and perhaps even some AI-generated ideas that could help people connect with us," he said.

For Lev, that’s what makes White Glove so valuable. He doesn’t need to know how to put every idea into action before suggesting it.

"I want to continue working with White Glove, working with you and seeing what's possible," Lev said. "We can create other characters together and see what we can do to build 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 to go. And that takes such a weight off my shoulders."