Morgan Group is a vertically integrated, third-generation family business investing in multifamily housing through development and acquisitions in high-growth US markets. Morgan Group attributes much of its success over 60-plus years to its family values and entrepreneurial, team-oriented culture. Deeply rooted in founder Bill Morgan’s experiences as a Holocaust survivor, the company exemplifies the importance of treating everyone with respect and love no matter their race, gender, sexual orientation, religion, or viewpoint.

As with many firms in the multifamily industry today, Morgan Group teams found scheduling tours cumbersome. Amid keeping up with demand for visits and applications, providing each visitor with a VIP experience, and building, staffing, and leasing up new properties, leasing team members could become overwhelmed. Meanwhile, current residents would fail to renew due to a lack of attention from the property teams who were focused on renting units.

“Because our leasing team’s time was limited, we would lose out on prospects by prioritizing the people we thought were most likely to rent,” says Joe Melton, Senior Vice President of Marketing and Communications at Morgan Group. “But then we’d turn away people who could also be serious, and they become secondary prospects. It just wasn’t working for us.”

Tour24’s high standards of service continued well after onboarding. “Any new technology needs good training and support on both ends. Tour24 makes continuous training available. We can always call for assistance, whether it’s to train a new team member or help with integration,” says Melton. Tour24 also helped the Morgan Group team set up the ideal self-guided touring experience for Carolina Golden Glades. “From day one, the Tour24 team engaged with us, made recommendations, heard our concerns, and worked with us at every step to build the experience we wanted.”

With 130 self-guided tours completed within the first 60 days at Caroline Golden Glades, it was clear to Melton that the project was a success, especially with how many tours took place outside of business hours. “The Tour24 platform allows us to take everybody interested in a tour, and let them show themselves what they want to see. They’re getting a customized tour based on their needs.”

This freedom for prospects meant freedom for Morgan Group staff to take care of their duties without losing their connection to potential residents. “Tour24 helps our team members do their job better and focus on what’s really important. To really learn more about the prospects, meet their dogs, their family members. It also lets visitors truly customize their experience to make more informed decisions.”

For staff, Tour24 represented a chance to do all their work more efficiently, while prospects could explore their potential new homes with curiosity and confidence. “You have to give people tools that work and are supported to save energy and effort. One thing we learned after being shut down during the pandemic: people like options,” Melton says. ”They like doing things on their own terms. Having that freedom to explore helps prospects make decisions faster.”