#apartmenttours--Tour24, the self-guided touring platform built for apartments, today announced the expansion of its partnership with Highmark Residential, a national property management company opera...
Autore: Business Wire
Collaboration drives faster leasing experiences, operational efficiency, and modern touring choice across more than 45,300 apartment units
BOSTON: #apartmenttours--Tour24, the self-guided touring platform built for apartments, today announced the expansion of its partnership with Highmark Residential, a national property management company operating over 350 communities, nearly 95,000 units with more than 45,300 apartments with self-guided touring implemented nationwide. Following a successful pilot program, Highmark has completed a phased rollout of Tour24 designed to meet modern renter expectations while supporting onsite teams with greater flexibility and efficiency.
The partnership began after strong operational performance during the pilot phase and positive team adoption. Highmark launched a broader portfolio rollout in May 2025, scaling self-guided touring across markets. “Tour24 has proven to be an important partner in meeting our leasing goals,” said Jon King, Executive Vice President at Highmark Residential. Together, the companies set out to solve a growing industry challenge: increasing tour demand paired with rising renter expectations for immediate, self-service options.
Meeting the Speed of Today’s Renter
In 2025 alone, Tour24 generated significant engagement across Highmark communities, including:
These results reflect a clear shift in renter behavior toward flexibility, immediacy, and choice. Self-guided touring allows prospects to visit communities when interest is highest - without waiting for office availability - while ensuring leasing teams remain focused on meaningful engagement and follow-up.
A Partnership Built Around Experience
Highmark selected Tour24 after evaluating multiple providers, citing deep integrations, operational reliability, and a collaborative partnership approach. The platform integrates directly with access control systems, smart home technologies, CRM platforms, and major industry partners including Apartments.com, RealPage and Zillow - ensuring a seamless experience for both prospects and leasing teams.
Self-guided touring acts as an extension of leasing teams - capturing demand outside traditional hours while freeing associates to focus on relationship-driven leasing conversations and retention.
“This partnership represents positive evolution for multifamily,” said Lauren Gummelt, VP of Marketing at Highmark Residential. “Beyond the numbers, it’s about giving people choice and removing friction from the touring experience. Self-guided tours add ease for prospects while taking pressure off our teams, allowing them to focus on connection, service, and delivering a better overall experience.”
Driving Operational Impact Through Collaboration
From pilot through expansion, both organizations worked closely across departments to streamline rollout, integrations, and adoption - turning enterprise complexity into a repeatable operational model.
“Our partnership with Highmark demonstrates what’s possible when tech and operations work side-by-side with a shared vision,” said Georgianna W. Oliver, CEO of Tour24. “Together, we created an experience that is faster for prospects, more supportive for leasing teams, and scalable for modern portfolios.”
Shaping the Future of Leasing
Highmark will continue to embed self-guided tours into operations, creating a consistent experience whether prospects tour independently or with a leasing professional. The companies will continue collaborating through ongoing feedback, innovation, and shared operational insights.
As multifamily embraces greater flexibility and technology adoption, the Tour24–Highmark partnership reflects a broader industry shift - one focused on convenience, efficiency, and empowering both renters and leasing teams.
About Tour24
Tour24 is a multi-award-winning platform built for multifamily that helps operators drive more leases through self-guided tours enhanced with ToriAI. Prospects can tour anytime, get instant answers, and move seamlessly to the next step, resulting in more tours, higher-intent leads, and stronger lease conversions without adding on-site workload. Watch our Self-Guided Tour Experience Video.
About Highmark Residential
Highmark Residential is one of the largest property management companies in the U.S., with over 350 communities and more than 30 years of experience under their belts. Crafting the ultimate living experience for its residents is Highmark’s top priority, and they are committed to meeting that goal in every area of the apartment lifestyle.
Fonte: Business Wire