New virtual tour data: How unit-level media increases rent revenue

This article was originally published by our friends at LCP Media.

Unit-level virtual tours are no longer a nice-to-have. They’re must-have media assets that today’s renters expect.

But do these tours actually impact revenue, especially for lease-ups? In other words, do they increase rent revenue?

Thanks to brand-new virtual tour data, we’ve got the answer. This case study was conducted by a major multifamily property management company — specifically for LCP Media — and we can’t wait to show you the results and takeaways.

Sneak peek: Communities using unit-level virtual tours achieved 2.5% higher rental revenue.  

Get the study details

To evaluate the impact of unit-level virtual tours, the study organizers evaluated communities using TourBuilder Go (our solution for capturing unit-level virtual tours, photos and videos).

More specifically: They looked at rental income for units with virtual tours, compared to those without. In total, 60 lease-up communities were evaluated, each with at least 10 unit-level tours available on their website.

To isolate the impact of virtual tours, organizers controlled for other identifiable factors and property characteristics such as unit size and move-in time.  

The virtual tour data was compiled from September 2024-August 2025. 

See the results & takeaways

After the year-long study concluded, the results were clear: Immersive, unit-level virtual tours have a positive impact on revenue.

Lease-up communities using unit-level virtual tours (in TourBuilder Go) saw 2.5% higher rent on average. This translates to $174,904.50 in additional rent per community per year.

So, even though implementing tours requires upfront investment and effort, it’s offset by a measurable increase in rent performance. It’s a value-maximizing approach that boosts NOI.

And since the study controlled for other factors, these findings are unlikely to be a result of chance. In other words … we know that unit-level media influences renters and increases rental revenue.

How do unit-level virtual tours boost NOI? Unit-level virtual tours:

• Drive measurable rent performance gains for lease-ups
• Accelerate leasing decisions and expand the renter pool
• Increase transparency by offering digital proof of value
• Show off unique or hard-to-explain unit features
• Reduce the need to rely on rental concessions
• Offer significant ROI for property management brands

“We’ve always believed TourBuilder Go unit-level tours mattered, but this study put real numbers behind it,” shared Izzy Carunungan, chief marketing officer at LCP Media. “When prospects can actually see the exact unit they’re considering, it builds confidence. That confidence shows up in rent revenue. A 2.5% lift is meaningful, especially during lease-ups.”

Get our quick PDF with the virtual tour data, results and takeaways.

Explore TourBuilder Go

Wondering how TourBuilder Go works? Easily capture and share immersive, 360° tours using our mobile app and a Ricoh 360 camera. You get high-quality virtual tours in just minutes.

That means you can capture units as they become available, then quickly upload your content for prospects to explore. The process is easy from start to finish!

At its core, TourBuilder Go helps you engage prospects, improve the leasing experience and streamline decision-making.

Want professionally captured tours? You can work with our nationwide network of professional photographers, too.

Achieve more with virtual tours

Unit-level media is more important than ever. As the virtual tour data shows us, it’s media that engages renters and drives real results.

If you’d like to learn more about TourBuilder Go, don’t hesitate to reach out. We’re happy to show you more of what’s possible and answer any questions.

Looking for more data on the value of unit-level media? Explore our other virtual tour case study. You’ll see that unit-level virtual tours drive 40% more leads, 72% more net leases and a 38% higher lead-to-lease conversion rate.