To equip leasing professionals with the knowledge and skills to effectively deliver various apartment tour modalities, optimize prospect engagement, and drive higher conversion rates in today’s evolving multifamily market.
Understanding the Shift in Renter Preferences
Decline of traditional in-person tours: Only 9% of renters take multiple property visits, and 19% lease without any physical tour1.
Rise of digital and flexible touring options2222.
The “wake-up call”: Digital is now, not the future3.
The Importance of Adaptation
Brutal truth: Adapt or lose leases4.
Consequences of not adapting (e.g., lost conversions, decreased engagement, slow response times)5.
Overview of Tour Modalities
Introduction to Self-Guided Tours (SGTs)6.
Introduction to Virtual 360/3D Tours7.
Introduction to Pre-recorded Video Tours8.
Introduction to Live Virtual Tours9.
Introduction to AI-Enhanced Touring10.
What is a Self-Guided Tour (SGT)?
Prospects explore properties independently without a leasing professional11.
Gained traction during the COVID-19 pandemic12.
Why SGTs Matter (Benefits):
For renters: Convenience and flexibility, allowing them to schedule viewings at their pace (even evenings and weekends)13. Reduces pressure, fosters confident decisions14.
For property managers: Reduced vacancy periods, frees up leasing professionals’ time, attracts wider audience, potential cost savings15.
High conversion rate: 82% of renters who take an SGT ultimately lease an apartment16.
Addressing Challenges with AI-Self-Guided Tours (AI-SGTs):
Limitations of traditional SGTs: Lack of interactive elements, no immediate answers, difficulty showcasing unique features, user-unfriendliness (app downloads)17.
How AI-SGTs (e.g., EliseAI, mPro Digital Edge) overcome these: Conversational AI for real-time guidance, answers questions, navigational assistance, highlights features18.
No app downloads needed; uses native phone applications19.
Extends touring availability to evenings and weekends (60% of prospects prefer these times)20.
Ensures consistent tour experience by centralizing information21.
Security Considerations for SGTs:
Vulnerabilities of simple access (gate code, lockbox)2222.
Robust security measures: Identity verification (government ID, facial recognition), automated access control systems (smart locks, unique time-sensitive codes, instant revocation), detailed access logs23232323.
Importance of foundational security for trust and control24.
Effective Delivery of SGTs (For the Leasing Professional):
Pre-Tour Preparation:
Ensure property readiness (cleanliness, lighting, clear signage for tour path).
Verify proper functioning of smart locks and access control systems.
Confirm AI-SGT or virtual guide is fully operational and updated with current information.
Prospect Communication & Support:
Provide clear instructions for accessing the property and initiating the SGT.
Communicate availability of AI assistance for questions during the tour.
Set expectations for follow-up communication after the tour.
Post-Tour Engagement:
Implement clear protocols for timely, personalized follow-up based on SGT data (e.g., areas of interest, duration of visit)252525.
Train leasing teams to recognize and respond to the mindset of SGT prospects (often well-informed, with specific questions)26.
Tailor subsequent interactions (e.g., virtual consultations, in-person visits) based on SGT insights27.
What are Virtual 360/3D Tours?
Interactive digital versions of a property, allowing viewers to “walk” through the layout and scale of a space28.
Technologies like Giraffe360 use laser LIDAR for accurate scans, measurements, and auto-generated floor plans/videos29.
Why 360/3D Tours Matter (Benefits):
Increased engagement and inquiries: 87% increase in listing views, 100% click-through rate, 5-10x longer site visits, 45% more engagement, 130% increase in inquiries30.
Immersive experience: Helps clients understand layout, material quality, and envision living there31.
Time and cost savings for leasing professionals32.
24/7 accessibility33.
High-quality lead generation: Filters out less interested prospects, leading to higher conversion rates (14% more likely to convert)34.
Enhanced information through mini-map navigation, info hotspots, virtual staging (reduces staging costs up to 97%, helps sell for 6-10% more)35.
Challenges of Virtual Tours:
Poor quality visuals/sound36.
Technical issues (low light, pixelation, blurry images, unstable internet)37.
Lack of interactive elements38.
Information overload or lack of mobile optimization39.
Effective Delivery of 360/3D Tours (For the Leasing Professional):
Content Creation (If applicable/providing feedback):
Emphasize high-quality production: professional equipment, proper lighting, consistent camera height and spacing40.
Advocate for interactive elements: hotspots for details, links, sales info41.
Ensure mobile optimization42.
Include clear calls-to-action (e.g., “Take a Tour,” “Explore Now”)43.
Maintain branding and personalization (logos, watermarks)44.
Strategic Use & Promotion:
Integrate virtual tours prominently on property websites and listing platforms45.
Highlight the 24/7 accessibility and ability to “walk through” the property from anywhere.
Use virtual tours as a qualifying tool, allowing prospects to self-select46.
Strategically sequence virtual tours to guide prospects from overview to specific unit features47.
Data-Driven Follow-Up:
Utilize analytics from virtual tour platforms to understand prospect behavior (e.g., features of most interest, areas of concern)48.
Tailor follow-up communications and prepare for targeted consultations based on this data49.
What are Pre-recorded Video Tours?
Professional videos showcasing property highlights50.
Why Pre-recorded Video Tours Matter (Benefits):
Provides a realistic view, attracting highly qualified leads by allowing prospects to pre-screen51.
Convenient pre-screening for busy or out-of-town prospects52525252.
Effective Delivery of Pre-recorded Video Tours (For the Leasing Professional):
Content Strategy & Production Tips:
Clearly and concisely highlight key features (spacious layouts, updated appliances, unique amenities)53.
Employ strategic framing, wide-angle shots, and pauses in key areas for viewer appreciation54.
Engaging narration and personal insights from leasing professionals add depth, context, and suggest space utilization55.
Mention nearby attractions to connect the property to the neighborhood56.
Emphasize professional videography and mobile optimization57.
Keep videos concise (typically 2-3 minutes)58.
Integration & Follow-Up:
Ensure seamless follow-up with clickable links for scheduling in-person tours or applying online59.
Utilize personalized video follow-ups to maintain lead engagement60.
Position these tours as convenient pre-screening tools.
What are Live Virtual Tours?
Real-time video tours with a leasing professional guiding prospects via video conferencing (audio, screen-sharing)61616161.
Bridge the gap between in-person and independent digital exploration62.
Why Live Virtual Tours Matter (Benefits):
Personalized experience: Leasing professionals can tailor tours, answer questions live, provide context63.
Increased engagement: Fosters stronger connection, leading to 36.03% conversion rate64.
Lead capture and insights: Collection of contact info and tour performance analytics65.
Flexibility: Accommodates prospects unable to visit in person66.
Seamless access and sharing (SMS, email, direct link) for collaboration67.
Challenges of Live Virtual Tours:
Maintaining good connection and quality (dropped calls, grainy visuals)68.
Building rapport virtually, avoiding one-sided conversations69.
Effective Delivery of Live Virtual Tours (For the Leasing Professional):
Preparation & Professionalism:
Practice the tour flow and anticipate questions70.
Ensure a good setup with strong connectivity and professional environment (quiet workspace)71.
Verify technology integration with 3D tour software and audiovisual equipment72.
Engaging the Prospect:
Break the ice and get to know attendees73.
Encourage questions throughout the tour; treat it like a normal on-site tour, pausing for questions74.
Speak clearly and audibly75.
Tailor the tour to individual prospect interests76.
Post-Tour Follow-Up:
Send a timely thank-you email with relevant resources (e.g., pet policies, photos of amenities discussed)77.
Utilize as powerful closing tools, addressing objections and guiding through application processes78.
Consider recording sessions (with permission) for training79.
What is AI-Enhanced Touring?
Intelligent assistants guiding the tour experience80.
Why AI-Enhanced Touring Matters (Benefits):
Consistent, personalized interactions81.
24/7 support and instant answers82.
Can digitally accompany renters during SGTs, answer questions in real-time, provide navigational assistance, and highlight key features83.
Transforms one-way information flow into engaging, organic conversation84.
Effective Delivery of AI-Enhanced Touring (For the Leasing Professional):
Understanding AI Capabilities:
Familiarize yourself with the specific AI tools used (e.g., EliseAI, mPro Digital Edge conversational leasing professionals)85.
Understand how the AI pulls information (e.g., from CRM/PMS systems)86.
Leveraging AI for Enhanced Support:
Position AI as a valuable resource for prospects to get instant answers and support outside of leasing office hours.
Train prospects on how to best interact with the AI (e.g., asking clear questions).
Use AI to handle routine inquiries, allowing leasing professionals to focus on complex problem-solving and relationship building87.
Integrating AI into the Prospect Journey:
Ensure seamless handoffs between AI interactions and human interactions.
Access AI-generated data on prospect interests and questions to inform personalized follow-ups.
Use AI insights to proactively address common concerns or highlight relevant features during subsequent human interactions.
Strategic Tour Progression Models:
Guiding prospects through optimal tour sequences based on motivation and location (e.g., local vs. out-of-state prospects)88.
Prospect Segmentation and Tour Customization:
Tailoring tour recommendations to specific demographic and psychographic profiles (e.g., corporate relocations, first-time renters, luxury prospects)89.
Technology Integration for Seamless Handoffs:
Using CRM systems to track prospect progression across modalities90.
Equipping leasing professionals with comprehensive prospect profiles based on digital interactions91.
Speed of Response:
Importance of sub-5-minute response times for leads (doubles conversions)92.
Communication Channels:
Prospects 5x more likely to engage via text than email (62% vs. 12-18%)93.
Strategic prioritization of SMS, complemented by email94.
Optimal Messaging & Timing:
Best times for engagement (mid-morning/mid-afternoon, Tuesdays/Thursdays)95.
Clear calls-to-action (e.g., “Reply SHOW for photos and pricing”)96.
Appropriate emoji use97.
Creating genuine urgency with believable deadlines98.
The Power of Self-Scheduling & Virtual Tours in Conversions:
Listings with self-scheduling: 71% higher conversion rate99.
Listings with virtual tours: 57% higher conversion rate100.
Live video tours: 36.03% conversion rate101.
Self-guided tour scheduling on website: 19.78% conversion rate102.
Importance of Reviews and Online Leasing:
Reviews on ILSs: 3x higher conversion with 10-20 reviews, 8x higher with 30+ reviews103.
Ability to lease online: 5.5x higher conversion rate104.
Data-Driven Decision Making:
Leveraging analytics to refine strategies, optimize pricing, predict needs, and track ROI105.
Continuous Learning and Skill Development:
Importance of ongoing training in new technologies and hybrid engagement106106106106.
Embracing Innovation:
Staying updated on emerging technologies (e.g., advanced AI, VR applications)107.
Prospect-First Approach:
Prioritizing convenience, personalization, and immediate access to information for renters108.
Strategic Investment:
Allocating resources to technology, training, and data analytics that drive conversion and efficiency109109109109109109109109109.
Quizzes after each module.
Case studies on optimizing tour strategies for different prospect segments.
Role-playing exercises for live virtual tours and AI-assisted follow-ups.
Final project: Develop a personalized hybrid tour strategy for a hypothetical property, including technology recommendations and performance metrics.
Course Requirements
Access to a computer or tablet with internet connectivity for virtual tour examples and online resources.
Basic understanding of apartment leasing concepts.
Willingness to engage in interactive exercises, case studies, and role-playing scenarios.
Commitment to adapting to new technologies and evolving leasing strategies.
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