SmartRent

MC Residential’s Secret to Increasing Property Tours

MC Residential Communities, a leading multifamily real estate firm, significantly increased weekly property tours by 60% and upgraded over 9,000 units through implementing SmartRent’s technologically advanced Self-Guided Tours, which replaced their outdated key-based system and addressed challenges posed by the COVID-19 pandemic to enhance prospective resident experience and operational continuity.

MC Residential Communities is a nationally recognized multifamily real estate investment company with a demonstrated history of success in delivering consistently superior returns. This case study explores how the company used Self-Guided Tours (SGT) to boost tour numbers and make the experience easier for prospective residents.

Key Stats

  • 9,000+ units upgraded
  • 60% increase in weekly tours

Company Overview

  • Company: MC Residential
  • Industry: Multifamily
  • Headquarters: Scottsdale, AZ
  • Products Used: Self-Guided Tours (SGT)

“SmartRent’s Self-Guided Tour feature worked flawlessly. The code appeared right on time, making the whole experience seamless.”
— Kelly Johnson, Vice President of Marketing, MC Residential Communities

The Challenge: Early Self-Touring Practices Lacked Technology

When Kelly Johnson joined MC Residential Communities, the company was already experimenting with self-touring. Prospective residents would receive a key at the leasing office and find the apartment themselves. However, this approach lacked technological support and felt outdated.

“While the concept was brilliant, it was a little ahead of its time because it lacked the technology and fell flat,” Johnson said. “Handing a customer a key felt very mom-and-pop to me.”

MC Residential eventually returned to traditional touring but recognized the need for a technology-supported self-guided tour in the future.

The Solution: SmartRent’s Self-Guided Tours

The COVID-19 pandemic in spring 2020 made self-guided tours essential for continued operations. The team needed protocols to maintain business and customer service during uncertain times.

“We didn’t know how to sell to people anymore. There was no nurturing and no real customer service experience when customers were trying to find a new home,” Johnson noted.

Evaluating Technology Options

The pandemic brought a surge of technology suppliers offering self-guided tour solutions. MC Residential conducted thorough due diligence before selecting a provider.

Testing the SmartRent Experience

Johnson tested SmartRent’s Self-Guided Tours by booking a tour as a prospective renter. She found the software delivered on its promises:

  • Sent a reminder message the morning of the tour
  • Reminded her to enable location services
  • Delivered the access code at the exact appointment time

“The software did what they said it would do. It sent me a message in the morning, reminding me of my tour. It reminded me that I needed to have my location enabled on my smartphone. At the exact moment of my appointment, the code for my tour popped up. What I loved was the functionality of the software.”

Less Invasive Security Screening

Unlike other platforms that required a credit card for verification, SmartRent offered a less intrusive process.

“If I were a customer, I would probably stop looking at a community as soon as they asked for my credit card [information]. What I loved was the functionality of [SGT]. SmartRent’s interface doesn’t ask for a credit card while offering great, non-intrusive security features. It’s just so easy.”

Customization and Implementation

SmartRent allowed for community-specific customization, personalizing the tour experience while retaining a human touch. The platform was easy to install and implement, with strong customer support.

After a successful five-month test at two properties, MC Residential rolled out SGT across its entire portfolio.

Features of SmartRent’s Self-Guided Tours

  • Customizable reminders: Sends messages to remind prospective tenants to enable location services.
  • Automatic Digital ID verification: Prospective renters take a photo of their driver’s license and a selfie, both authenticated digitally.
  • Built-in geo-mapping: Maps the property’s location for the renter’s smartphone.
  • Convenience: Delivers an access code at the exact appointment time—safe, secure, and touch-free.

The Results: Increased Tours and Enhanced Experience

MC Residential’s ability to market self-guided tours proved “game changing.”

For example, a property in Happy Valley, Arizona, increased from five tours per week during the pandemic to an additional eight to twelve tours weekly after implementing SGT.

“The beauty of this SmartRent solution is largely its simplicity, which creates a short learning curve for associates. We’re already getting our people to rise to the occasion and do something extra, tapping the features of this platform to make it the best experience it can be for customers. SmartRent is another tool in their arsenal, and they know it.”

Safety and Sustainability

Self-Guided Tours allowed leasing associates to continue working and earning bonuses while keeping everyone safe by limiting in-person interactions. The solution also enabled teams to tailor the leasing process to each prospective resident’s comfort level.

“You tell us what you’re comfortable with, and we’ll make that happen for you,” Johnson said.

Looking Ahead

Johnson expressed excitement about the future possibilities with SGT, especially the potential for multiple simultaneous tours and improved ROI.

“With the possibility of having five tours going on at the same time and what that means for our ROI, I just can’t say enough great things about what I see for the future.”