How we fill NYC units with organic video instead of listing portals.
Nessoo's media engine makes short-form videos that showcase buildings and lease them up. Here is how it works, step by step, and why we built it.
Nessoo makes organic short-form videos of NYC buildings and puts them in front of 40M+ people a month on social media. Interested renters verify once, then get matched to units that fit.
- →Our team represents 30,000+ units.
- →The median unit on Nessoo leases in 4.8 days.
- →Renters verify income and identity once, upfront.
Most apartments in New York get marketed the same way.
Take photos.
Post them on a listing portal.
Wait.
Then the unit sits. And every empty day costs the owner money.
We do it differently at Nessoo. Here is how, and why.
What is Nessoo’s media engine?
It is the part of Nessoo that makes organic short-form videos that showcase buildings and lease them up.
Organic means no paid ads. People watch because they want to, not because an ad put it in front of them.
Across Nessoo’s social media, we reach 40M+ people a month. That is the audience a new unit gets put in front of.
How it works, step by step
- We film it for real. I film with Omer Labock, a NYC real estate agent known for raw, real tours. Sometimes together, sometimes Omer on his own. No fake edits. No AI. You get exactly what you see.
- We post it everywhere renters scroll. Instagram, TikTok, YouTube, Facebook.
- Renters raise their hand. Our videos ask renters to comment a keyword, like “FIDI,” and we send them the details.
- They verify once. Renters on Nessoo verify their income and identity once, upfront.
- The match. Pre-verified renters get matched directly to units that fit their budget and lifestyle.
- The lease. The median unit on Nessoo leases in 4.8 days.
What do the numbers look like?
Here is what I can tell you today, all from Nessoo’s own data.
- 30,000+ units our team represents.
- 40M+ people reached every month across Nessoo’s social media.
- 4.8 days, the median time to lease on Nessoo.
And here are three recent tours:
| Video | Views | Result |
|---|---|---|
| Filmed by me and Omer, Sept 2026 | 200,000 | Hundreds of interested renters. Filled within 1 week |
| Filmed by me and Omer, Oct 2026 | 146,000 | Same: lots of interest, filled fast |
| Filmed by Omer, Oct 2026 | 40,000 | Filled within 1 week |
Not every video goes viral. It doesn’t have to. 40,000 of the right people is plenty to fill a unit.
Why video instead of a portal?
Because of how the renter on the other end behaves now.
A portal listing waits for someone to type in the right neighborhood and the right price. A video shows up in the feed of someone who was not even looking yet. They watch it. They send it to a roommate. Then they start looking.
A listing waits to be found.
A video goes and finds the renter.
And because renters on Nessoo verify once before they are matched, the people who reach out are already qualified. Owners are not sorting through a pile of applications from people who cannot afford the unit.
What this means for owners
Here is what I would tell any owner with a vacancy right now.
- Count the empty days. Every day a unit sits is rent you never get back.
- Ask where your renter is. If they are young, they are on video apps, not refreshing a portal.
- Let the building sell itself. The lobby, the light, the block. Show it moving, not frozen in a photo.
- Only talk to qualified renters. Verified income and identity up front saves you showings that go nowhere.
- There are no broker fees on Nessoo. A renter only pays a broker they choose to hire directly.
Here is how I see it
Listing portals were built for a world where renters searched.
Today renters scroll.
We built Nessoo for the renter who scrolls.
“A listing waits to be found. A video goes and finds the renter.”
Frequently asked questions
How does Nessoo market apartments?
Through its media engine: organic short-form videos that showcase buildings and lease them up. Nessoo reaches 40M+ people a month across its social media.
How fast do units lease on Nessoo?
The median time to lease on Nessoo is 4.8 days.
How many units does Nessoo's team represent?
Our team represents 30,000+ units.
Where does Nessoo post its apartment videos?
Everywhere renters scroll: Instagram, TikTok, YouTube and Facebook.
Do renters pay a broker fee on Nessoo?
No. There are no broker fees on Nessoo. A renter only pays a broker they choose to hire directly.
Einhorn, Gabe. “How we fill NYC units with organic video instead of listing portals.” Nessoo Report, Nessoo (nessoo.com), Oct 16, 2026.
Co-founder of Nessoo, the verify-first rental marketplace in New York. He writes every Nessoo Report. nessoo.com
Sources
- Nessoo platform data, October 2026 (30,000+ units; 40M+ monthly social reach; median 4.8 days to lease)
- Omer Labock (@realtoromer), Instagram reel, Sept 12, 2026 (filmed with Gabe Einhorn; about 200,000 views per Nessoo)
- Omer Labock (@realtoromer), Instagram reel, Oct 9, 2026 (filmed with Gabe Einhorn; about 146,000 views per Nessoo)
- Omer Labock (@realtoromer), Instagram reel, Oct 10, 2026 (about 40,000 views per Nessoo)
- Nessoo data: interest and time to fill for these videos, from Gabe Einhorn