Muro Media - Leverage Generative AI with influencers to help renters and landlords find apartments / tenants
Competitive Landscape:
After seeing the success of sfaptgirl, we decided to take that direction
Bloomberg's: Jokes, Pop Music and Radical Honesty: How TikTok Is Changing Home Sales
Sfstandard: Craig who? The hottest place to find San Francisco apartment rentals is now on TikTok
Step 1: Scraped craigslist and emailed people
Learned how to use the chrome extension, web scraper, clay.com, and lemlist to send cold emails at scale.
Step 2: used influencer search engines to find influencers
Audited a bunch of influencer search engine companies and discussed pricing for software
Competitive Landscape for influencer search engines
Some companies I researched
CreatorIQ
Modash
Grin
Influencity
Socialcat
Upfluence
Upfluence pricing
Step 3: Elevating Leasing Insights: Hands-On User Research through Apartment Tours
From a high level insight, there were 2 types of apartment buildings in SF
High rise apartments, examples include:
Prism
100 Van Ness
Neighborhood apartments like Cole Valley Apts
Older buildings generally, 1920s built
Leasing is handled by a a property manager or an outsourced property management company
I toured 10 apartments and generated assets for each
10 short form videos
4 3d scans using polycam
Step 4: Unlocking SF Luxury Market: Facebook Ad Library Identifies High-Paying Clients
Used meta's ad library to find out specific apartment buildings that had budgets for paid acquisition.
Step 5: With the target apartment demographic defined, we visited luxury apartments buildings and created content for them
went on apartment tours
prism
100 van ness
to chat with buildings and see if they need help leasing units
Insight:
for every lead that they get from apartmentlist.com they pay them $800 for the lead.
Assuming an average rent of $3000 for apartments, a $36,000 year transaction over the course of a year, the apartment building gives up 2% of the transaction for a lead. It’s worth itGithub:
Step 6: reverse engineered top content to find out the best sentence structure, tone, performance
Made tiktoks myself, and found 5 real estate creators I liked, and downloaded their transcripts, transcribed it with OpenAI whisper to then copy their sentence structure, delivery, tone.
Step 7: Edited videos with capcut to translate into korean and chinese
Hypothesis: there’s a lot of money in the chinese, korean, and japanese international community. Help them find housing in the San Francisco Bay Area, by making content in their language.
Used OpenAI to transcribe my content into chinese, then used 11labs to read it in different languages.
Also, used the dubbing feature to put the video into 11labs and get back a full video transcribed
Step 8: Went and visited the home buying side and went to tour 4 homes during sf broker tour
Hypothesis: there’s a lot of money in the chinese, korean, and japanese international community. Help them find housing in the San Francisco Bay Area, by making content in their language.
Used OpenAI to transcribe my content into chinese, then used 11labs to read it in different languages.
Also, used the dubbing feature to put the video into 11labs and get back a full video transcribed
Step 9: Invalidated the hypothesis that real estate agents need more help finding leads, but researched into all these tools
Research into apartment leasing (SOFTWARE companies)
tenantturner
showmojo
lethub
followupboss
bozzuto
Yardi (
Step 10: Test if AI generated avatars can lead to better sales (WIP)
AI generated (fast to spin up, but maybe shoddier quality)
Have someone do a walkthrough of the space (literally pretend to be a renter and record a video / take photos)
generate script by sending to chatGPT
Get VoiceOver by sending script to eleven labs
Some manual work to edit video
Learnings:
from a business standpoint and social media clout influence, there were two directions. You need followers in order to succeed in this space.
Either partner with an existing influencer in today's world (got denied from tiktok creator marketplace)
OR
Grow an account to 10k followers and use that as a wedge to talk to leasing agents. If you can show them thousands of impressions, then they have a stronger propensity to pay
Talk to as many people as possible. Don't use cold email as a growth channel first. Show up to the customer's doorstep and chat with them.
Next Steps:
Spend more time down AI tools to see if there is a market for AI influencers touring property homes
Convince an instagram influencer to come tour apartment buildings (someone who is an influencer but not specifically an real estate influencer)
Make 5 videos together
Launch the videos and look at growth metrics
On the AI side
Look at the latest AI advances and see the AI avatars that are most promising
currently, capcut has one built in for their editing app
heygen is making leaps and bounds
See what other companies are making this