Lev Mills is a leasing specialist at 1401 West Paces in Atlanta, with 24 years of experience in real estate. 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 his work.

"We receive so many leads through social media that creating these videos has become a requirement for our roles," Lev said. "We must maintain a social media presence that connects with the brand, the community we serve, or the property we are trying to market."

Lev needed to publish at least two videos every week while managing his day-to-day responsibilities. HeyGen enabled him to create those videos using AI. He then discovered HeyGen White Glove, which gave him a creative partner to help transform 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 related to what was happening around Atlanta. However, 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 could not achieve the result he wanted. That was when he noticed White Glove.

Lev shared 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 was not limited to Lev.

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

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

Gain a creative team without having to build one

For Lev, the greatest advantage of White Glove is eliminating the work involved between having an idea and publishing a finished video.

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

"It certainly takes a huge burden off me, as I don't have to work out the prompts and images or try to put everything together," Lev said. "I feel as though White Glove is 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 takes such a weight off my shoulders."

Before HeyGen, producing sufficient content was a constant challenge.

“It reached a point where the property manager said, ‘Look, everyone, you will have to make these videos,’” Lev said. “Since then, we have not had any further discussions. They have been very pleased with what they are seeing.”

Creating engaging content that people remember

White Glove has helped Lev move beyond conventional 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 countertop.

"The detail in my face is not only so realistic, but it truly looks like 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 ask, 'When you're using 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 making Lev a recognisable face in the community.

"Some of our residents have simply walked into the office, pointed at me and said, 'Oh yes, you're famous,'" he said.

Prospective residents are making that connection as well.

"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 connected with me because of the video that was posted."

Some prospective tenants have specifically mentioned the video when enquiring about 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 has an occupancy rate of just over 94%, and Lev wants video to help sustain that momentum as the market enters the slower months.

He is 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 the kinds of ideas I come up with, the ideas White Glove develops, and perhaps even some ideas generated by AI that could 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 execute every idea before proposing it.

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

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