At a Glance
Luxford Living has partnered with live commerce platform Terrific to launch Live Renting across all 25 of its apartment communities.
Launches are run as weekly live video tours hosted directly on each community's own website, with applications available inside the stream.
Live tours have reached a click-to-apply rate of up to 26%, several times the 2–3% conversion rate typical of standard e-commerce.
Luxford Living, a DASMEN Residential affiliate, is the first multifamily residential operator to apply the live shopping format systematically to leasing.
For decades, apartment hunting has forced prospective renters to choose a home based on static photos, floor plans that cannot convey how morning light actually feels in a room, and a leasing agent they may speak to only once by phone. For renters relocating from another state or country, committing to a home they have never set foot in is a genuine leap of faith, and that hesitation slows down every step that follows. Luxford Living, a multifamily property management company and DASMEN Residential affiliate, has set out to close that gap by partnering with live commerce platform Terrific to bring live shopping technology to apartment leasing.
A Weekly Live Tour for Every Community
Luxford Living oversees the day-to-day operations, marketing, and leasing of 25 separate apartment communities, built on a promise of elevated living, thoughtfully managed. Leasing, however, had not kept pace with that promise. Through its partnership with Terrific, Luxford has launched Live Renting: recurring weekly live events hosted directly on each community's own website, with applications available from inside the stream itself.
Each community now runs weekly livestreamed events in which prospective renters join a real video tour of available units, see the space as it genuinely is, and get immediate, human answers to their questions. Leasing becomes a scheduled moment renters show up for, rather than a static page they scroll past and forget. Interactive buttons embedded in the stream let viewers submit a rental application while they are still watching, at the exact moment their intent is highest, removing the back-and-forth, waiting, and second viewings that traditionally stood between interest and action.
Keeping the Data, and the Relationship
A defining feature of the rollout is where it lives. Every livestream runs on the community's own Terrific-powered website rather than a rented social media feed, meaning every prospective renter, question, and application stays with Luxford as first-party data the company fully owns. That was a deliberate design choice: Luxford wanted a competitive advantage in a crowded rental market without handing its audience, its conversations, or its data to a third-party platform.
From Pilot to Portfolio-Wide Rollout
Luxford tested the format across eight communities during a three-month pilot before rolling it out to its remaining properties, officially bringing all 25 communities into the Live Renting era and making it a repeatable part of how every community leases. The results from that pilot were striking enough to justify the full expansion: live tours reached a click-to-apply rate of up to 26%, with prospective renters applying from inside the stream at several times the 2–3% conversion rate typical of standard e-commerce.
The engagement is high because a live tour functions as an invitation rather than an advertisement. Renters can ask the question they might hesitate to put in an email, and get a real answer in real time, exactly what a decision as personal as choosing where to live requires. For renters moving from another state or country, a live, human-led tour replaces the leap into the unknown that leasing has traditionally demanded with something far more reassuring: a conversation before they ever arrive.
A New Standard for Multifamily Leasing
Live shopping has already reshaped how consumers engage with retail. Luxford Living is the first operator to apply that format systematically to residential leasing, demonstrating that the same real-time, human format works for one of the most emotional decisions a person makes. A weekly cadence across 25 communities turns Live Renting into a permanent leasing engine rather than a one-off campaign, with each new market able to adopt the model proven during the pilot.
Further information about Luxford Living's Live Renting Launch is available through its Press Release on Luxford Living's website.