A multitude of touring options has some apartment marketers struggling to measure each one's effectiveness and formalize an ideal strategy for that key step in attracting prospective residents.

Demetri Themelis, Co-Founder, Knock; Todd Katler, CEO, Anyone Home; and C.J. Edmonds, Chief Revenue Officer, Smart Rent; discussed what data to consider and the tour-conversion relationship during a session at National Multifamily Housing Council's OpTech Conference in National Harbor, Md.

Themelis advised to succinctly divide any type tour into one of four categories: Assisted, Unassisted, Virtual and In-Person. He said communities that have multiple touring options see their leads-to-leases conversions increase by up to 38 percent.