Case Study: Gates Hudson Converts 43.9% of Its Virtual Tours to Leases

It's possible to rent out your units, even during the pandemic.
Crystal Square, Arlington, Va. Image courtesy of Gates Hudson

Conversion rates from live virtual apartment tours are spiking for owner/managers who were quick to implement and train their onsite staff on a variety of platforms to meet the residents’ technology preferences.

Gates Hudson, which owns or manages 22,000 apartment homes across 86 communities in the Mid-Atlantic Region, reports about a 25 percent boost. It has conducted a remarkable 1,262 tours since mid-March and is converting at a 43.9 percent clip in a portfolio just outside of Washington, D.C. 

Gates Hudson Director of Marketing Shane Gillman cites the exceptional performance by his leasing teams over the past several months.

“We’ve been able to maintain a steady occupancy throughout the majority of the portfolio, compared to last year despite all of the COVID-related (challenges),” Gillman says. “We’ve been able to manage our occupancy, which is currently in the mid-90s.”

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