Turning Leads Into Tours: Best Ways to Nurture Real Estate Leads

Have you ever had a stack of promising multifamily leads, only to see them ghost you before a tour? You’re not alone. In fact, an estimated 80% of new leads never translate into a sale due to lack of proper follow-up. That’s a lot of potential renters who vanish because nobody kept the conversation going. The harsh truth: many leasing teams still treat leads like one-and-done cold calls and it’s costing them tours.

But it doesn’t have to. Turning leads into tours (and ultimately signed leases) is both an art and a science. It’s about timely responses, consistent nurturing, and meeting prospects where they are. Let’s break down the best ways to nurture real estate leads with a focus on multifamily and new development leasing, so your prospects stay engaged until they’re walking through the front door of your property. (Spoiler: a little hustle and a smart system can dramatically boost your tour conversions. 🏠✨)

1. Speed Is Everything – Respond Lightning Fast

When a hot lead comes in, do not let it cool off. The first few minutes after an inquiry are pure gold. Studies show leads are 400% more likely to respond if you contact them within five minutes of their inquiry. Five minutes! After that, the odds of connecting plummet with each passing minute. In real estate, where prospects often reach out to multiple communities or agents, “first come, first served” is a real thing. If you reply to an apartment inquiry an hour or two later, chances are the prospect has already booked a tour elsewhere or lost interest.

Be the early bird. Send a quick personalized text or email almost immediately: “Hey Jane, thanks for checking out [Your Property]! I’d love to answer any questions or set up a tour. When might work for you?” This quick hello shows professionalism and enthusiasm. If you can’t personally be on call 24/7, use tech to help – for example, an automated text or email acknowledging their inquiry (“Got it! We’ll be in touch ASAP”) can buy you a little time while reassuring the lead you’re on it. The key is that initial speed-to-lead. It signals to prospects that you’re responsive and eager, which reflects well on how you’ll handle them as a future tenant.

2. Be Persistent (Most Leads Need More Than One Follow-Up)

So you called once and got no answer. Time to give up? Not a chance. One of the biggest mistakes in real estate leasing is lack of persistent follow-up. Nearly 48% of agents never follow up after the first contact attempt, and another 25% give up after the second try. That means the majority of your competition isn’t bothering to reach out more than a couple times. Meanwhile, data from top performers shows up to 95% of conversions happen after the sixth contact attempt. In other words, if you’re stopping at one or two calls, you’re leaving a ton of tours on the table.

The reality: leads today are busy, distracted, and bombarded with messages. Your outreach might catch them at a bad time, or your email got buried. A polite persistence cuts through that noise. Follow up again, and again, in a friendly, helpful manner. Vary your approach each time.

For example:

• Day 0: Immediate text or email (as mentioned, within minutes).

• Day 1: A phone call to personally invite them to tour.

• Day 3: A follow-up email with additional info (“Hey, just wanted to share this virtual tour video of the model unit you inquired about…”).

• Day 5: Another quick text: “☀️ Hi! We have a weekend open house if you’d like to drop by, or I can schedule a private tour.”

• Day 7+: Yet another touch. Perhaps an invitation to ask any questions or a note about a new unit that fits their criteria.

This isn’t about spamming someone daily forever; it’s about consistent, polite persistence over a couple of weeks. Remember the old marketing “Rule of Seven,” which suggests a prospect needs to see or hear your message around seven times before taking action. If most agents quit after one try, you’ll be the one who actually hits that threshold and wins their trust (and their business). By sticking with a lead (without being overbearing), you demonstrate that you genuinely want to help them find a great home.

And if you worry about annoying people: as long as you’re friendly and providing value each time, you’re more likely to impress leads than irritate them. Many prospects will actually thank you for following up because it shows you care. Persistence pays. Literally.

3. Embrace Multi-Channel Communication (Meet Them Where They Are)

Nurturing leads isn’t a one-size-fits-all phone call. Different people prefer different ways of communicating, so a robust lead nurture strategy uses multiple channels: phone calls, emails, text messages, and even social media or messaging apps when appropriate. By covering your bases, you’re more likely to actually reach the person and get a response.

• Phone Calls: A personal call can be powerful. It puts a human voice to your name and lets you convey enthusiasm. If they don’t pick up (common these days if they don’t recognize your number), leave a short, upbeat voicemail. Something like, “Hi, this is Alex from Green Acres Apartments. I got your inquiry and would love to show you around. I’ll shoot you a text too. Feel free to call back!” This way they know to expect your text or email next.

• Text Messages: For many modern renters, texting is the preferred mode. Texts have an astounding open rate of about 98% (versus maybe ~20% for emails), and most are read within minutes. Plus, a quick SMS feels less intrusive than a call and tends to get a quick answer. Use that to your advantage: shoot a friendly text to schedule tours or answer questions. Keep it casual and personable, as if you’re texting a new acquaintance. Emojis and exclamation points are not off-limits if it matches the prospect’s vibe. Example: “Hi Sam, it’s Tori from Sunnyvale Lofts. Just saw your inquiry – excited to show you the rooftop pool 🏊‍♂️. Any afternoon this week work for a tour?” Short, sweet, and inviting.

• Email: Email is great for providing more detailed information and visuals. After an initial quick contact, send a follow-up email that adds value: links to the property website, a brochure, or a video walkthrough. Segment your emails (more on personalization soon) so they get info relevant to their interests (e.g. pet-friendly policies, neighborhood guides, or upcoming availability). Bonus tip: Include a clear call-to-action in your emails, such as a “Schedule a Tour” button or a prompt to reply directly. One effective practice is to add something like, “Click here to book a tour slot”. Fewer barriers means more bookings. Many prospects will appreciate the ease of scheduling online without a back-and-forth.

The magic happens when these channels work together. Maybe you call and leave a voicemail, then immediately follow with a text (“Just left you a voicemail, feel free to text me back with any questions!”). Or, you email and later text (“I sent some info to your email – just a heads up in case it went to spam.”). This cross-channel referencing shows you’re attentive and increases the chances they see one of your messages.

Also, consider social media retargeting as another channel (more on this next). The bottom line: meet leads on their turf. A Gen Z renter might hate phone calls but respond in 2 minutes to a text; a busy professional might skim emails in the evening but notice a Facebook ad. Cover all bases and you’ll catch almost everyone somehow.

4. Retarget and Remind with Social Ads

Ever noticed when you look at a product online and then that product’s ads start stalking your Facebook or Instagram feed? That’s retargeting, and it’s a brilliant tool for nurturing real estate leads too. When someone visits your property website or clicks on a listing, don’t let that be a one-and-done encounter. Retargeting ads allow you to gently nudge those leads as they scroll through social media later, keeping your property top-of-mind without you picking up the phone again.

Here’s how it works in practice: say a prospect checked out the floor plans and photo gallery for your new development, Sunnyvale Lofts, but didn’t schedule a tour. Later that week, as they’re browsing Instagram, an ad pops up featuring a gorgeous model unit photo of Sunnyvale Lofts with a tagline like “Luxury living in Downtown – Now Leasing! Schedule a Tour.” That’s not by coincidence; that’s a retargeting campaign doing its job. It reminds the lead “hey, you liked this place, don’t forget to come see it.”

Retargeting is effective because it highlights relevant properties right in the feeds people check daily. It’s a subtle form of lead nurture that complements your direct calls and emails. The prospect isn’t being directly messaged, but they’re seeing your property repeatedly, which builds familiarity. (Remember that rule of seven touches? Retargeting might account for a few of those touches without any extra effort from your leasing team.)

To leverage retargeting, you’ll need to set up some digital tools, e.g. a Facebook Pixel on your website to track visitors, and linked ad campaigns to serve those visitors ads for your property. If that sounds complex, don’t worry: many real estate marketing services (including Snaplistings) handle this behind the scenes. The important thing is recognizing why it matters: your leads practically live on their phones and social networks, so meeting them there with eye-catching property content is a smart way to keep them excited.

Pro tip: Make your retargeting ads engaging. Use that value-packed content – beautiful photos, 3D virtual tour snippets, video walk-throughs, or even testimonials from happy residents. It shouldn’t feel like the same generic ad over and over. Maybe one ad spotlights the rooftop garden, another showcases the spacious kitchen, another announces a limited-time leasing special. This keeps the lead interested rather than annoyed by seeing the identical ad repeatedly. Done right, retargeting ads will make your property feel unmissable, so when you reach out personally again, the prospect already feels familiar with the place and is primed to visit.

5. Personalize Every Interaction (No Generic Drips)

Nobody wants to feel like just another name on a list. If your lead nurturing feels robotic, e.g. the same cookie-cutter “Just checking in!” email to everyone, expect diminishing returns. The best nurtured leads feel seen and understood. That means personalizing and segmenting your outreach as much as possible.

Start with the basics: use the lead’s name in your communications. Reference the specific property or unit they inquired about (“That 2-bedroom with the balcony view of the park”). Mention details you learned from them: their desired move-in date, their pet’s name (if they mentioned having one), etc. These little touches show that you’re paying attention and that you value them as an individual, not just a quota number.

Next, segment your leads and tailor content to their interests or stage in the renter journey. A one-bedroom-seeker and a family looking for a three-bedroom townhome have different priorities; your emails and calls should reflect that. For example, if you know a lead is interested in a two-bedroom unit around $2,500/month, put them on an email drip campaign that highlights exactly those kinds of units. Don’t spam them with studio apartment deals or ultra-luxe penthouses way above their budget. Modern CRM and marketing tools make this easier by tracking what leads do. If you notice (via your website analytics or CRM) that a particular lead keeps browsing 2BR floor plans or always opens emails about “Pet-Friendly Amenities,” adjust your approach to emphasize those points.

Consider setting up different nurture sequences: one for hot leads ready to move in next month (with more urgent “schedule a tour ASAP” messaging and current availability), and another for longer-term leads who expressed interest in a future phase or a new development not yet open (with more educational content and periodic check-ins to keep them warm). By aligning your message with what each lead cares about, you dramatically increase engagement. In fact, marketers who tailor content to a lead’s stage or persona see significantly higher conversion rates. It’s the difference between feeling like “just another prospect” and feeling like “Wow, they really get what I’m looking for.”

Quick personal touch tips: If a lead mentions something specific (“We need a dog-friendly building” or “I work from home, so I’d love a den or coworking space”), make sure your next follow-up addresses that: “You mentioned a pup – great news, we have an on-site dog park and grooming station!” or “Since you work remotely, I think you’ll love our business center with private work pods.” This shows you’re not only listening but already envisioning them living happily in your property. That mental image can push them closer to booking that tour.

Lastly, keep track of your leads in a CRM (Customer Relationship Management) system. It’s 2025, spreadsheets and sticky notes won’t cut it. A good CRM (or leasing platform) will log all interactions, emails opened, texts sent, notes from calls, etc., so you always know where each prospect stands. It also ensures no lead falls through the cracks. With integrations and automations, you can even have certain actions trigger next steps – e.g. if a lead clicks the “schedule tour” link but doesn’t actually book one, your system could remind you to follow up promptly. In short, technology helps you stay organized so you can be personal and persistent at scale. (Shameless plug: Snaplistings specializes in this kind of tech-integrated approach. More on that soon.)

6. Provide Value at Every Step (Don’t Just “Check In” Inform and Excite)

If every follow-up you send is just “Hi, just wondering if you’re ready to tour?” or “Do you have any questions?,” a lead will tune out fast. While the ultimate goal is to get them in for a tour, you need to give them reasons to want to tour. Provide value in your communications beyond the standard ask.

What does providing value mean in real estate lead nurture? Think helpful and interesting information that the prospect actually cares about:

• Send a virtual tour video or an interactive 3D walkthrough of the unit to pique their interest (so they can envision themselves there and think “this looks even better than the photos!”).

• Share a little guide about the neighborhood: the cool cafes, parks, or schools nearby. For multifamily leads especially, the lifestyle and convenience matter. If they’re relocating, they’ll love insight into the area.

• Update them on new availability or specials: “Hey, just wanted to let you know we have a corner unit opening up that wasn’t on the market last week. It might be right up your alley, want first dibs to see it?”

• For new developments, keep them excited with construction updates or sneak peeks: “Our rooftop lounge is almost finished, here’s a behind-the-scenes photo! We can’t wait to show you in person.” This keeps the project in their mind and builds anticipation.

• Share testimonials or stories: “A current resident just told us they saved 30 minutes on their commute by moving here. Thought you’d appreciate that since you work in the same area.” Social proof and relatable benefits can gently nudge a lead’s interest.

• Educate or entertain: maybe a short market update (“Rents in this neighborhood are up 5%, but you locked in a pre-lease rate. Smart move!”), or even a fun fact (“Did you know our building is designed by the same architect as [famous landmark]? We’re pretty proud of that.”).

The idea is to mix useful info with your nurturing so it’s not always a pure sales pitch. You’re building a relationship. By the time you say “Ready to come see it in person?”, the lead already trusts you as a helpful resource and is genuinely interested because you’ve highlighted so many appealing aspects. This also helps filter serious prospects. Those who aren’t a fit might drop off when they see the details (saving you time), while the right ones will be more and more hooked.

In essence, you become more than a leasing agent; you’re a guide helping them find their new home. That positive rapport can be the deciding factor when they choose which properties to actually visit.

7. Adjust Your Approach: New Development vs. Multifamily Leasing Leads

All real estate leads benefit from nurturing, but context matters. Multifamily apartment leads (for an existing community) can be a bit different from new development leads (for a project still in lease-up or under construction). Tailoring your nurture strategy to these scenarios will yield better results.

For Multifamily “Available Now” Leads: These are people looking at apartments they could rent in the near term. Often, they’re comparing a few properties and planning tours within days. Speed and persistence (as we covered) are crucial here – you want to be the first tour on their list, ideally. Emphasize immediate benefits and availability: “That two-bedroom you liked is available for an early July move-in – shall we schedule a viewing this week?” You might also highlight current leasing incentives (one month free, reduced deposit, etc.) to create urgency and appeal. Since these leads are actively apartment hunting, follow up frequently and quickly. A good rule of thumb is multiple touches in the first week, as they’re likely making decisions fast. If you provide a stellar, responsive experience, you’ll stand out among other communities that may be slower to respond. In fact, effective follow-up can dramatically boost occupancy in existing properties. We’ve seen communities go from nearly empty to 85% leased in just 5 months with aggressive marketing and lead nurture. The opportunity is huge if you stay on top of it.

For New Development Leads (Pre-Leasing): Nurturing leads for a building that’s still under construction or newly opened is a longer game. Often, these prospects expressed interest based on renderings or a model unit, and the actual move-in could be months away. Your mission here is to keep the excitement alive over time. They can’t move in tomorrow, but you want them to feel it’s worth waiting for your project. This means your follow-up cadence might be more spread out (over weeks or months), but each touch is rich in content. For example:

• Send monthly or bi-weekly progress updates: “Just to keep you in the loop, the fitness center equipment is being installed as we speak, and it looks amazing 👀. We’re on track for tours starting in August!”

• Build a waitlist community: Invite these leads to exclusive preview events or “hard hat” tours if possible. Maybe create a VIP email list for pre-leasing specials or first pick of units. People love feeling like insiders.

• Social proof and momentum: Share exciting news like “Over 200 people have already joined our VIP waitlist!” or “We’re already 30% leased before opening day!” This creates urgency and validates their interest. Nobody wants to miss out on a hot property.

• Personal outreach closer to opening: As the building comes online, give each lead personal attention to convert them into a scheduled tour or lease. “Hi John, remember that 10th-floor corner unit you had your eye on? It will be ready to show next week, want to be one of the first to tour it?” By referencing their earlier preferences and offering first dibs, you connect the dots from their initial inquiry to an actual visit.

New development leads require patience. Some might have inquired out of curiosity months in advance. But they are gold if nurtured properly, because by the time the doors open, you could have a line out the metaphorical door. For instance, Snaplistings helped a 72-unit Class A building generate 270+ qualified renter leads in 90 days during construction, building a hefty waitlist so that when units were ready, leasing could kick off at full speed. That’s the power of sustained nurture: keeping people engaged until you can convert interest into tours and leases.

In summary, adapt your tone and timing: fast and frequent for active apartment hunters, and steady, value-rich, and hype-building for pre-leasing prospects. Both types will appreciate your attentiveness, and you’ll maximize tour conversions in each scenario.