Lead-to-tour conversion

Lead-to-tour conversion is the percentage of inbound leasing leads that schedule or book at least one property tour. A tour can be in-person, virtual, or self-guided, depending on how the community tracks showings. It measures a lead’s movement from initial inquiry into the next meaningful leasing step.

A community receives 240 new leads in June and 72 of those leads book a tour. Its lead-to-tour conversion rate is 30%: `72 booked tours ÷ 240 leads = 30%`.

Lead-to-tour conversion helps operations leaders see whether marketing demand is turning into real leasing activity. When the rate drops, it can point to issues such as slow follow-up, scheduling friction, low lead quality, or underperforming channels. Tracking it by community, source, and channel helps teams focus coaching and process improvements where they will have the most impact.