Winner of Student Housing Business’ Innovator Award for Best Vendor/Operator Solution.
Case Study Results
“Using self-guided tours gives on-site teams more time to focus on the customer experience and services we provide to residents. Our team members can dedicate quality time to nurturing resident relationships and providing simplified sales tours for new prospects.”
Rob Dinwiddie, Executive Vice President of Marketing and Management Services, Landmark Properties
$11 billion in assets, including over 100 residential communities nationwide with nearly 65,000 beds
Multifamily and student housing
Headquartered in Athens, GA, with an office in Atlanta, Landmark Properties is a fully integrated real estate firm, specializing in the acquisition, development, and management of high-quality residential communities. With more than $11.8 billion in assets, Landmark’s portfolio includes over 100 residential communities across the country with nearly 65,000 beds under management.
Landmark benefits from an active development pipeline with 22 student and multifamily projects under construction with an estimated value at $4.7 billion. Landmark’s mission is to be the leader in development, construction, operations, and investment management of high-quality residential communities, delivering unrivaled service and experience to residents, partners, and employees.
Rapid rollout across 11 properties
400 tours scheduled between March and June 2022
58 additional communities added to rollout after pilot period
827 unique guest cards issued
604 scheduled tours
38% conversion rate
One of the biggest challenges in the student housing market is arranging tours for prospective residents. Many students want to tour units outside of regular business hours, and to schedule their visits in the evenings and on weekends when rental teams aren’t available. Landmark Properties needed a platform to allow students to schedule tours 24/7 and visit properties at times that work for them.
Landmark leadership also needed to reduce the pressure on leasing staff, who are sometimes kept from performing other duties when they must focus on running property tours. “We recognized how the duties of on-site personnel have grown immensely in recent years,” says Rob Dinwiddie, Executive Vice President of Marketing and Management Services at Landmark.
In August of 2022, Landmark Properties selected Tour24 to provide self-guided tours across its portfolio. Landmark announced the successful completion of its pilot implementation at 11 sites on August 10, with nearly 400 tours scheduled between March and June. 33% of these tours were conducted on weekends, with 25% outside of regular business hours. Based on this strong performance, Landmark implemented Tour24 in 58 additional communities in a three-phase rollout concluding in November 2022.
Landmark also benefited from the Tour24 staff’s expertise and ability to assist with swift product onboarding. “The Tour24 team assisted Landmark with a smooth, phased roll out company-wide,” said Dinwiddie. “Their dedicated support team ensured our staff had all the tools to promote self-guided tours.”
The results for Landmark Properties have been impressive as Tour24 has significantly boosted NOI by providing prospective residents easy access to self-guided tours via a custom, in-person, interactive audio-visual tour experience.
Landmark has seen a 38% conversion rate across its properties, with 154 applications completed, 604 tours scheduled, and 827 unique guest cards issued to let visitors tour properties unescorted. 20% of tours were scheduled for outside of business hours on weekdays, and 25% on weekends.
Prospects took full advantage of Tour24’s option to tour additional units on a property after the first visit. 66% of additional tours were scheduled on the same day, with 49% within the same hour as the original tour.
Implementing the Tour24 platform has freed the leasing staff at Landmark locations to nurture leads and be more productive than if they were beholden at all times to running property tours. “Using self-guided tours gives on-site teams more time to focus on the customer experience and services we provide to residents. Our team members can dedicate quality time to nurturing resident relationships and providing simplified sales tours for new prospects,” says Dinwiddie.
In May of 2023, Landmark Properties and Tour24 were honored in the 13th annual Student Housing Business Innovator Awards as Best Vendor/Operator Solution.