Improving Lead-to-Tour Conversion in Multifamily: 6 Strategies for Success

In the competitive world of multifamily, converting leads into property tours is an imperative step toward securing residents and maximizing occupancy rates. As part of that, lead-to-tour conversion is a critical metric for multifamily communities. It measures the percentage of leads that result in actual tours of the property. A high conversion rate means that more potential residents are visiting the property, which leads to more leases and a more successful community. It also means, ultimately, that you need fewer leads to be able to secure the leases you need which can mean less work and less cost for your PMC.

However, the lead-to-tour conversion process can be challenging, requiring effective strategies and thoughtful execution. In this blog post, we will explore strategies that multifamily marketers and operational leaders can employ to improve lead-to-tour conversion rates and their leasing success.

young leasing agent will employ strategies to improve lead-to-tour conversion after showing a couple an apartment

Optimize Online Presence

A strong online presence is vital for attracting and converting leads. Ensure your website is visually appealing, easy to navigate, and mobile-friendly. Impress website visitors with interactive, fun website conversion tools that educate rental prospects, prompt them to engage further, and remember them on repeat visits. Our data shows that websites with interactive website tools booked 32% more tours than those without.

In addition to interactive website tools, display high-quality images, add virtual tours, and create detailed property information to continue to engage visitors. Then use their behaviors on the website to prompt them with personalized next best actions and welcome back messages. Further engagement with interactive experiences increases their understanding of your community’s features, elevates the overall prospect experience, and leads to more qualified leads and tours from your website without any additional work from your team.

Leverage Technology & Streamline Marketing Automation

Multifamily marketing automation is the future and is the foundation for a successful lead-to-tour process. A multifamily marketing automation platform helps centralize lead information, automate follow-ups and provides comprehensive data. Data you can use to help personalize the content, timing, and channel automatically for each prospect to help supercharge your lead-to-tour conversion.

Implementing marketing automation is a game-changer for properties and sets them up for the future. Multifamily marketing automation should combine conversational AI, automated nurture technology, and powerful website conversion tools to achieve occupancy goals with less work and time. This helps onsite teams manage leads, prioritize follow-ups and quickly identify areas of improvement, ultimately leading to lead-to-tour conversion success.

Click here to learn more about PERQ’s multifamily marketing automation solution.

Utilize Prompt and Personalized Communication

Responding promptly to leads is table stakes in marketing at this point because it is just what consumers expect these days. Aim to connect with leads within minutes of initial contact, as delayed responses can result in missed opportunities. Time is of the essence when it comes to converting leads into tours. Speediness relays to potential residents that you are professional, organized, and responsive — no matter when they are reaching out. Additionally, it is imperative (and again expected) to personalize your communication to establish a connection and build trust.

Personalized communication can help build rapport with potential residents, so tailor messages to address specific needs or inquiries. Prompt and personalized communication displays your attentiveness and commitment to customer service while increasing the chances of converting them into tours and leases.

Offer Incentives

Offering special promotions and incentives for tours can increase the chances of potential residents visiting the property. Incentives can be powerful motivators for potential apartment rental leads to schedule property tours. Consider offering discounts, move-in specials, or referral programs to entice prospects. Additionally, limited-time promotions create a sense of urgency and can prompt leads to immediate action.

Train & Empower Your Staff

Invest in training your leasing agents to come and work alongside a marketing automation platform. Equip them with skills to effectively engage leads, address objections, and highlight the unique selling point of your multifamily properties. In turn, a marketing automation platform will hand off only agent-ready prospects to your onsite team so they can stop wasting time on “lookie-loos”. However, leasing agents can still view all engagement with these potential leads directly in your CRM (while keeping your CRM clean). It’s a win-win really.

When the potential resident finally does come in to see your property, make sure the tour experience provided is seamless and memorable. Ensure your leasing team provides a welcoming and informative tour and follows up with potential residents after the tour to answer any questions and provide additional information. Foster a customer-centric culture at your properties that values proactive communication and exceptional service, as positive interactions with staff go a long way in influencing lead-to-tour conversion rates.

Continuously Evaluate and Optimize

Lastly, be sure to regularly monitor and analyze key performance metrics related to lead-to-tour conversion. Track the number of leads generated, conversion rates, and time-to-conversion. Identify trends and patterns to understand which strategies are yielding the best results and where improvements can be made. Continue to evaluate and optimize your lead-to-tour process to ensure that you are using the most effective strategies and tactics. This data-driven approach allows for continual optimization of your lead-to-tour conversion process.

In conclusion, improving lead-to-tour conversion is an ongoing process that requires a strategic and comprehensive approach. By implementing the advice above, including streamlining lead management, optimizing communication, leveraging technology, and implementing effective marketing strategies, properties can increase their chances of converting leads into property tours. Remember to focus on these strategies & continuously analyze data, adapt tactics, and prioritize exceptional service to increase lead-to-tour conversion and maximize occupancy rates.