- 82% of renters who take a self-guided tour end up leasing a unit How to offer Self-guided Tours at Your Apartment Community
- 40% of renters prefer self-guided tours over in-person tours How to offer Self-guided Tours at Your Apartment Community
- 30% of total traffic is coming through self-guided tour platforms Tour24 | Self-Guided Apartment Tour App
Tour Types and Their Success Factors in the Multifamily Industry
In the competitive multifamily industry, the apartment tour remains a pivotal moment in a prospect’s journey from inquiry to resident. While the traditional in-person showing still holds significant weight, technological advancements and evolving consumer preferences have diversified the touring landscape. Understanding the various tour types, their unique advantages, and how they resonate with today’s renters is crucial for optimizing leasing strategies and maximizing conversion rates. This white paper delves into five primary types of apartment tours, examining why certain formats are favored by prospects and the essential elements that contribute to their success.
Description: This is the classic tour where a prospective resident visits the property and is personally escorted through available units and amenities by a leasing professional. It involves direct interaction, real-time Q&A, and the opportunity for the prospect to physically experience the space.
Why Prospects Favor It:
- Sensory Experience: Prospects can fully engage their senses – seeing the light, feeling the finishes, hearing the ambient noise, and even smelling the cleanliness of the apartment. This holistic experience is difficult to replicate digitally.
- Personal Connection: Direct interaction with a knowledgeable leasing professional fosters trust and allows prospects to ask immediate, nuanced questions. This human element can be a significant differentiator.
- Immediate Problem Solving & Customization: Leasing agents can instantly address concerns, highlight features relevant to the prospect's specific needs, and even suggest alternative units on the fly based on their observations.
- Contextual Understanding: Agents can explain the property's unique selling points, the neighborhood's advantages, and the community's culture in a way that resonates personally.
Keys to Success:
- Prepared & Knowledgeable Leasing Team: Agents must be well-versed in all unit types, property amenities, local area, and lease terms.
- Personalized Approach: Tailor the tour to the prospect's expressed needs and preferences rather than following a generic script.
- Spotless Presentation: Units and common areas must be impeccably clean, well-lit, and show-ready.
- Engaging Storytelling: Agents should go beyond simply pointing out features; they should describe the lifestyle the prospect could enjoy.
- Efficient Follow-up: Promptly provide requested information and a clear next step.
Description: Prospects are given access to a unit (and sometimes common areas) to explore on their own, typically after identity verification and scheduling through an online platform. Access is often facilitated via smart lockboxes or secure access codes.
Why Prospects Favor It:
- Flexibility & Convenience: Prospects can tour at their own pace, outside of traditional office hours, fitting it into their busy schedules without coordinating with an agent.
- No Pressure Environment: Many prospects prefer to explore without the perceived pressure of a salesperson present, allowing them to truly envision themselves in the space.
- Privacy: It offers a more private and intimate viewing experience, especially for individuals who might feel self-conscious asking questions or taking notes in front of an agent.
- Authenticity: Some prospects feel they get a more "authentic" feel for the apartment without an agent's influence.
Keys to Success:
- Seamless Technology: The booking, verification, and access process must be intuitive, reliable, and user-friendly.
- Clear Instructions: Provide detailed, easy-to-follow instructions for accessing the unit and navigating the property.
- Excellent Unit Preparation: Units must be exceptionally clean, well-lit, and free of clutter, as there's no agent to "distract" from imperfections.
- Informative Signage/Materials: Provide brochures, QR codes, or digital links within the unit that offer details on features, amenities, and how to apply.
- Prompt Virtual Support: Be readily available via phone, chat, or video call for questions that arise during the self-guided experience.
Description: A leasing professional conducts a real-time, one-on-one tour of an apartment or property using a video conferencing application (e.g., Zoom, FaceTime, Google Meet). The prospect views the tour remotely from their device.
Why Prospects Favor It:
- Convenience & Accessibility: Ideal for out-of-town prospects, those with busy schedules, or individuals unable to visit in person. It saves time and travel costs.
- Real-time Interaction: Prospects can ask questions and request specific angles or views in real-time, making it more interactive than a pre-recorded video.
- Personalized Experience: The agent can tailor the tour to the prospect's expressed interests and answer questions dynamically, mimicking aspects of an in-person tour.
- Pre-qualification: Allows prospects to narrow down their choices before committing to an in-person visit, saving time for both parties.
Keys to Success:
- Stable Internet Connection & Good Lighting: Essential for a clear, uninterrupted video feed.
- High-Quality Camera: Use a device with a good camera for crisp visuals.
- Skilled & Engaging Presenter: The leasing agent must be comfortable and articulate on camera, able to narrate effectively and point out features clearly.
- Pre-Tour Preparation: Ensure the unit is pristine and the agent has a clear touring path planned.
- Interactive Engagement: Encourage questions and actively solicit feedback from the prospect throughout the tour.
- Clear Call to Action: Provide information on next steps, such as an in-person tour, application, or lease signing.
Description: A professional or leasing agent records a walkthrough video of an apartment unit or common areas, often with narration, highlighting key features and the flow of the space. This video is then shared with prospects on demand, typically via email or website.
Why Prospects Favor It:
- On-Demand Access: Prospects can watch the video anytime, anywhere, and as many times as they like.
- Consistent Messaging: Ensures every prospect receives the same, high-quality presentation of the unit's best features.
- Quick Overview & Efficiency: Allows prospects to quickly "pre-screen" units and narrow down their options without dedicating live time.
- Shareability: Easily shared with roommates, family, or decision-makers.
- Accessibility: Offers a visual aid for those who prefer or need a visual representation before engaging further.
Keys to Success:
- High Production Quality: Use good lighting, clear audio, smooth camera movements, and professional editing.
- Concise & Engaging Content: Keep the video to an appropriate length (typically 1-3 minutes for a unit) and focus on key selling points.
- Clear Narration: A clear, enthusiastic voice-over that guides the viewer through the space and highlights features.
- Showcase the Lifestyle: Don't just show rooms; demonstrate how the space can be used and lived in.
- Optimized for Mobile: Ensure the video is easily viewable on smartphones and tablets.
- Prominent Call to Action: Include a clear call to action at the end (e.g., "Schedule an in-person tour," "Apply now").
Description: This involves creating immersive, interactive 360-degree panoramic views of a property, allowing prospects to virtually "walk through" the space at their own pace using a computer or mobile device. Systems like Matterport or Giraffe360 capture these detailed virtual experiences.
Why Prospects Favor It:
- Immersive & Realistic Exploration: Offers a highly realistic sense of being in the space, providing a comprehensive understanding of layout, size, and flow.
- Self-Paced Discovery: Prospects have complete control over what they view and for how long, allowing them to focus on areas of personal interest.
- Anytime, Anywhere Access: Similar to video, it provides 24/7 access from any device with an internet connection.
- Detailed Pre-Screening: Enables prospects to confidently eliminate unsuitable options or shortlist properties without an initial physical visit, saving time.
- High-Fidelity Visuals: Often provides superior visual quality and detail compared to standard photos or even basic video.
Keys to Success:
- High-Resolution Capture: Ensure the tour is captured with professional-grade equipment for sharp, clear images.
- Comprehensive Coverage: Capture all relevant areas – individual rooms, amenities, common spaces, and even exterior views if possible.
- Intuitive Navigation: The virtual tour platform must be easy to navigate, with clear directional indicators and points of interest.
- Integration with Floor Plans: Overlaying the 360 tour with an interactive floor plan enhances the prospect's understanding of the layout.
- Augmented Information: Integrate "hotspots" or informational tags within the tour that provide details on specific features, dimensions, or materials.
- Mobile Responsiveness: Ensure the tour loads quickly and functions smoothly on all mobile devices.
Conclusion
The modern apartment prospect demands flexibility, convenience, and detailed information. While the traditional in-person tour remains invaluable for its sensory and personal connection, the rise of digital alternatives like self-guided tours, live virtual tours, pre-recorded video tours, and immersive 360 tours has fundamentally reshaped the leasing process.
The most successful multifamily properties will not rely on a single touring method but will instead offer a multi-faceted approach that caters to diverse prospect preferences. By understanding the unique advantages of each tour type and meticulously optimizing their execution, leasing teams can enhance the prospect experience, streamline the decision-making process, and ultimately drive higher conversion rates in today’s dynamic rental market. Embracing technology while maintaining a focus on personalized engagement is the key to winning over the next generation of residents.
