For multifamily owners, operators & lease-ups
Everything a community needs to lease — from one visit.
Photography, 360 tours, floor plans, leasing brochures, property video, and a new property website. One team, one capture day, one organized content library your leasing office can actually use.
Trusted by leading regional and global brands
Who you're working with
Abel Acuña
Founder · IRL Marketing
Abel Acuña is a GTM operator, marketing consultant, and former U.S. Intelligence Officer whose career has moved between three worlds that rarely overlap: national security, high-growth technology, and visual storytelling.
His work behind the camera began at The Hotchkiss School, an international boarding school, where he received recognition at the Kent Film Festival and the Santa Barbara Film Festival. He continued to develop his visual practice at Harvard University, earning corporate recognition from Facebook for his filmmaking.
That foundation in image and narrative carried into marketing and technology. Abel was an international technology co-founder in Korea and an early go-to-market leader at Vanta, Amherst ($16.4B AUM), and KakaoTalk. Over the last decade he has scaled startups from zero, launched products into unfamiliar markets, and helped business units reach their first 100K customers or $50M in new sales.
That operating standard eventually carried into national security, where he supported international clandestine operations — work that demanded exceptional attention to detail, absolute discretion with confidential information, and rapid decision-making in dynamic environments to achieve operational objectives. He remains T/S SCI security clearance capable.
Throughout, Abel built a parallel practice behind the camera. He is an FAA-certified commercial drone pilot — Part 107 (UAV, sUAV, sUAS), License #4747275, carrying $1M+ in flight insurance — and shoots on Sony cinema cameras.
Today he leads IRL Marketing, an outsourced content marketing partner for real-life businesses: healthcare, manufacturers, trades, hospitality, and commercial real estate. Real footage of real operations, no stock and no staging. Still Human. Real Results.
He is a graduate of Harvard University and The Hotchkiss School, with a background in Political Science and the Visual Arts — an education that still shapes how he thinks about persuasion, narrative, and the difference between attention and trust.
Who we work with.
Owners & operators
Portfolio-wide content standards across every community you manage.
Property management
Leasing teams get a ready library instead of phone photos and old files.
Developers & lease-up
Pre-leasing material ready before the first certificate of occupancy.
How it works.
Scope
Unit types, amenities, and the deliverables your leasing plan actually needs.
Capture day
Photography, video, 360 scans, and floor plan measurements in one visit.
Production
Edited stills, films, plans, brochures, and tour hosting.
Launch
Website live, listings refreshed, content in the leasing team's hands.
Questions? abel@irlmarketing.com
What we do
The full multifamily marketing package.
Property photography
Interiors, amenities, models, exteriors, and aerials — a full library sized for your website, ILS listings, ads, and social.
- Units & model apartments
- Amenity spaces & clubhouse
- Twilight & aerial exteriors
- Neighborhood & lifestyle context
360 virtual tours
Walkable virtual tours of models, amenity spaces, and the property grounds so renters can pre-tour before they ever show up.
- Model unit tours
- Amenity & common-area tours
- Hosted links + website embed
- Works on mobile and desktop
Floor plans
Clean, branded 2D floor plans for every unit type — with dimensions and square footage renters actually understand.
- 2D unit-type plans
- Dimensions & square footage
- Site / building keyplans
- Brand-matched styling
Leasing brochures
Print and digital collateral for the leasing office, tours, and outreach — built from the same shoot, no extra vendors.
- Property brochure & flyers
- Unit-type sheets
- Amenity & neighborhood pages
- Print-ready + digital PDF
Property & hero video
A hero property film plus short vertical cuts for paid social, ILS listings, and the leasing team's follow-up emails.
- Hero property film
- Amenity & unit walkthroughs
- Vertical social cuts
- Resident & staff features
Website creation
A new property website built around the content — floor plans, tours, photo galleries, availability, and lead capture.
- Custom property site
- Floor plan & tour integration
- Lead capture + CRM handoff
- SEO and analytics setup
Hero property film
One flagship film for the website and paid campaigns, plus vertical cuts for social and ILS listings.
Example: property investment film — site, amenities, and neighborhood story in one cut.
Groundbreaking & completed-project ceremonies
Document the milestone — from first shovel to ribbon cutting — with a polished event film you can share with investors, residents, and the local community.
Example: major groundbreaking ceremony / completed project celebration.
360 tour example
A walkable hospitality tour — the same capture approach applied to models, amenity spaces, and common areas.
Example: Marriott Marquis Houston — 360 tour.
Recent multifamily work.
Property photography from Douglas Landing and Standard at Boswell — aerials, grounds, amenities, and model units, all captured on site and delivered in web and print resolutions.
Douglas Landing — aerials
View galleryDrone coverage of the community: site context, rooflines, amenity decks, and neighborhood approach — delivered in web and full-resolution sets.
Douglas Landing — property & interiors
View galleryGround-level photography across exteriors, leasing office, amenities, and model units — 200+ frames captured in a single visit.
Standard at Boswell — aerials
View galleryDrone set showing the full community footprint, pool and courtyard amenities, and the surrounding submarket.
Standard at Boswell — grounds & exteriors
View galleryBuilding elevations, entries, landscaping, and outdoor living areas shot for ILS listings and the property website.
Standard at Boswell — leasing office & amenities
View galleryClubhouse, fitness, coworking, and lounge spaces — the amenity story prospects compare before they ever tour.
Standard at Boswell — model units
View galleryUnit-type coverage across kitchens, living, bedrooms, and baths so every floor plan has matching photography.
Hotels & resorts — Piney Shores Resort (Holiday Inn Club Vacations)
View gallerySample hospitality work: aerials, waterfront and grounds, villas, pools, and amenity spaces captured for a resort property — the same capture approach we bring to lease-up and amenity-heavy multifamily communities.
Recent work
Multifamily & mixed-use
Property marketing sets for apartment communities, mixed-use, and commercial assets — used in OMs, lender packages, and leasing campaigns.
Brochure design
Custom sale & lease brochures, designed end to end.
We build property brochures from scratch, follow your brand guidelines to the letter, and work in sync with your current design process and team — so the flyer, the OM, and the listing all look like they came from the same house.
Built from scratch
We design the brochure from a blank page — cover, site plan, availability, demographics, and trade-area context — using imagery we captured ourselves, not stock or low-res screenshots.
On your brand guidelines
Your logo lockups, typefaces, color palette, disclaimers, and broker bio blocks applied exactly as your brand standards require, so every asset in the portfolio matches.
In sync with your team
We plug into your existing design and marketing process — working files, review rounds, and your in-house designer or agency — so we accelerate the pipeline instead of duplicating it.
Leasing brochure — mixed-use development
Site plan, aerial context, availability, and demographics laid out for brokers and prospective tenants.
Leasing brochure — retail pad & shop space
Positioning, traffic counts, elevations, and unit-level detail built from our own aerial and ground capture.
Leasing flyer — neighborhood retail center
Cover hero, aerial context, site plan, availability, and trade-area demographics for a grocery-adjacent retail center.
What you get
Leasing website
A leasing site your brokers actually send out.
We design and build property and portfolio leasing websites — availability maps, filterable space search, property detail pages, and downloadable flyers — all fed by the imagery we captured on site.
What we build
Example project
Oracle Office Campus
We work with Class A clients who trust us with their corporate campus photography — aerial context, architecture, and interiors captured in a single visit. The same standard goes into every multifamily community we shoot.
A corporate office campus documented end to end in a single visit — aerial context over the campus and surrounding corridor, ground-level architecture and entries, and interior common areas — delivered as one organized, listing- and leasing-ready library.
Campus
Class A office
Coverage
Aerial + ground + interior
Site visits
One
The IRL Marketing difference
I market real-life businesses doing real-world work.
I don’t sell abstract brand strategy. I show up on the site, on the floor, and in the field, capture the work you and your crew are actually doing, and turn it into marketing that moves a business outcome — leads, contracts, capital, and revenue you can point to.
Built for real-life businesses
Crews, sites, equipment, patients, product lines. We work in environments where the value is physical and the schedule is real — not studio sets and stock footage.
We highlight the actual work
Your credibility lives in the work itself. We capture it as it happens and produce it into proof buyers, investors, and referral partners can see.
Measured on business outcomes
Every asset has a job: fill the pipeline, shorten the sales cycle, or close the deal. We report on what moved, not on impressions.
Who we work with
Industries where proving ROI on marketing isn’t optional. If your spend has to show up in the pipeline, that’s exactly who we build for.
Get a Quote
What are you working on?
Tell us a little about your business and we'll build a custom scope.
Your work email
Let's get your community leased.
Tell us the property, unit count, and lease-up timeline. We'll come back with a capture and content plan built around it.