MHN Executive Council: Tips for Successful Virtual Tours
Get beyond square footage and one staged unit.
Virtual tours are common now on apartment websites, and they are a great way to allow prospects to check out your community from the comfort of their homes. However, it’s not just about showing floor plans or one staged unit. The MHN Executive Council weighs in on what makes a successful virtual tour.
Set Yourself Apart
Virtual tours play a vital role in generating pre-leasing interest and converting that interest into inquiries, visits and signed leases. It’s essential to capture a community’s unique vibe and amenities that set it apart from the competition.
The virtual tour for Verve, a new student housing community in Columbia, S.C., showcases interiors that we designed to reflect an authentic southern style with a modern twist. Potential student residents can see exciting living spaces that cover the gamut of varying interests and needs.
Co-working and private study areas, kitchen, media studio and common areas that convert to social spaces including relaxation spaces. The resort-style outdoor pool, indoor sauna, and fitness center, help students visualize a home where they can thrive. —Mary Cook, President, Mary Cook Associates
Imagine Living There
In a virtual tour, the goal isn’t just to show walls and square footage—it’s to help someone imagine their life unfolding there.
That’s why I always focus on the spaces that spark an emotional connection. Inside the home, it’s about flow and feel: how the kitchen opens into the living room, how light fills the bedroom, and the finishes that make the space feel move-in ready.
Beyond the unit, I highlight the amenities where daily life happens—fitness centers, lounges, co-working areas and outdoor spaces designed for gathering. Just as important is giving a sense of the neighborhood, whether that’s nearby parks, coffee shops, or transit options. A well-crafted tour stitches all of this together into a story of belonging.
Done right, it doesn’t just show a community—it shows a future resident their next chapter. —Cyrus Claffey, Founder, ButterflyMX
Dual Approach
We always encourage prospects to take a tour in person, because nothing compares to experiencing the community firsthand with our skilled onsite leasing team. An in-person visit not only showcases the apartment and amenities, but also highlights the lifestyle benefits, local attractions, community vibe and level of service that can’t easily be conveyed online.
That said, virtual tours are a valuable substitute when schedules or distance make it difficult to visit. At The REMM Group, our virtual tours are designed to give prospective residents a genuine sense of place. We highlight the aspects that matter most when choosing a home:
- Living Spaces: Walk-throughs of apartment interiors, emphasizing finishes, layouts, and flow.
- Amenities: Fitness centers, pools, lounges, co-working areas, and unique features like EV charging or rooftop decks.
- Outdoor & Community Areas: Landscaped courtyards, playgrounds, BBQs, and gathering spaces.
- Neighborhood Connection:Glimpses of parks, shopping, or transit to situate the community within its environment.
- Interactive Features: Options for prospects to explore at their own pace, zoom in, and revisit spaces as needed.
Virtual tours show the unit and community areas; a real tour shows the experience, lifestyle, and relationships residents can expect to build. —Susan McPeak, Corporate Ambassador, The REMM Group
Strike a Balance
When designing an effective virtual tour, the most impactful communities strike a balance between the ‘must-haves’ and the ‘nice-to-haves.’ The essentials—floor plans, unit finishes, and key amenities—set the stage for a prospect to understand the core offering. But the communities that stand out go further by weaving in elements that tell the story of what it’s actually like to live there. This might include showcasing gathering spaces during active use, highlighting walkable neighborhood spots, or featuring team members who prospects will interact with on a daily basis.
The goal is to move beyond a static highlight reel and create a tour that’s both informative and personal. The most successful operators we’ve worked with are intentional about tailoring the experience to their audience—sometimes that means shorter, bite-sized clips for social media engagement, and other times it’s a more comprehensive walkthrough for someone ready to make a leasing decision. Ultimately, virtual tours are at their best when they showcase not just the space, but the lifestyle. —Stephanie Anderson, Senior Director, Grace Hill
Essential Spaces
When designing virtual tours, we always include the essential spaces—the future home and the community’s amenity areas—because those are central to helping prospects imagine life at the community. But, it’s also important to make a point to go beyond the basics.
How about including areas like your mailboxes/package area—spaces that are part of your residents’ everyday routine. By using language like your instead of our as you’re touring, you’re creating a sense of ownership and helping the prospect picture these spaces as part of their daily life. These are details most tours overlook, but we know how important they are. After all, we all receive mail and packages, and it’s helpful to see exactly where that happens. —Christine Gustafson, Vice President of Marketing & Public Relations, The Breeden Co.
Living Space vs Lifestyle
When designing a virtual tour, it’s important to showcase both the living spaces and the lifestyle the property offers. Prospective residents want to experience what it would feel like to live there, so a thoughtful flow is key. When possible create a variety of virtual tours so you can tailor the tour to meet the needs and desires of the prospects.
Common Areas & Amenities
- Clubhouse, resident lounge, or co-working spaces.
- Fitness center, pool, outdoor kitchens, and entertainment areas.
- Pet-friendly amenities like dog parks or pet washing stations.
- Laundry facilities, package lockers, and bike storage.
Apartment Interiors
- Walkthrough of different floor plans (living room, kitchen, bedrooms, bathrooms).
- Finishes and features (countertops, appliances, flooring, smart home technology).
- Storage solutions, closets, and balconies/patios.
- Highlight natural light and flow between spaces.
Lifestyle & Community Feel
- Event spaces or community activities to show the culture.
- Neighborhood highlights—nearby parks, shops, dining, or transit.
Practical Essentials
- Security features (gated entry, controlled access, cameras).
- Parking, garages, or EV charging stations.
Closing & Call to Action
- Encourage viewers to schedule an in-person tour or apply online.
The goal is to balance functionality (where will I live?) with aspiration (what will my life feel like here?). A great virtual tour doesn’t just show an apartment—it sells the lifestyle. —Maria Pietroforte, President, Maria Pietroforte Consulting
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
