Lev Mills is a lettings specialist at 1401 West Paces in Atlanta, with 24 years of property experience. Throughout his career, he has created property tours and listing videos, but in his current role, producing social media content has become a regular part of the job.

'We get so many leads through social media that producing these videos has become 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 whilst balancing his day-to-day responsibilities. HeyGen gave him a way to create those videos using AI. He then discovered HeyGen White Glove, which provided him with 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 linked to 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 achieve the result he wanted. That was when he noticed White Glove.

Lev sent over the idea, and White Glove helped work 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.

'It wasn't just a case of “OMG” for me, but for my boss, my property manager and my regional manager too. The owners of the community started watching my videos and telling me how much they loved them,' he said.

That experiment developed into an ongoing creative partnership, with White Glove helping Lev produce property marketing videos, inspirational content and new concepts featuring Bailey.

Gaining a creative team without having to build one

For Lev, the main benefit of White Glove is eliminating the work involved between coming up with an idea and publishing the finished video.

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

‘It certainly takes a considerable burden off me, as I no longer have to work out the prompts and pictures or try to put it all together,’ Lev said. ‘I feel as though White Glove are my social media team.’

That support helps him publish consistently 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 is such a weight off my shoulders.'

Before HeyGen, producing sufficient content was a persistent challenge.

‘It got to the point where the property manager said, “Look, everyone, you’re going to have to make these videos,”’ Lev said. ‘Since then, we haven’t had any further discussions. They’ve been very pleased with what they’re seeing.’

Creating memorable content that engages people

White Glove has helped Lev move beyond conventional flat marketing. His videos include flat 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 worktop.

‘The detail in my face isn't just realistic; it really looks like me,’ Lev said. ‘I thought, “How did they do that?”’

Viewers have wondered the same thing.

​‘I’ve had people come into the office, and they say, “When you’re using your green screens, how do you...?” And I’m like, “Green screen?” Do you actually think I’m using a green screen to make these videos?’

The content is also helping Lev become a familiar face within the community.

‘I’ve had some of our residents simply walk into the office, point at me and say, “Oh yes, 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 discuss a tenancy.

'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.

Working with 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 sketches, resident events, and concepts featuring himself, Bailey, and his late Chihuahua, Bubbles.

'I'm keen to see what ideas I come up with, what ideas White Glove come up with, and perhaps some ideas that AI generates that would help people connect with us,' he said.

For Lev, that is what makes White Glove so valuable. He does not need to know how to put every idea into practice before suggesting it.

‘I want to continue working with White Glove and your team, and see what’s possible,’ Lev said. ‘We can create other characters together and explore what we can do to build our brand.’

​‘I feel as though White Glove are my social media team. If I can give them the material they need on Tuesdays and Thursdays, I have videos ready. And that takes such a weight off my shoulders.’