While self-guided tours are convenient, property owners and managers are giving up some control over what a prospect sees or doesn’t see.

“You’re limited in your ability to steer their eyeballs,” says Marc Hershberg, managing partner and CEO of Topaz Capital Group, a New York-based multifamily private equity real estate firm. “A self-guided tour provides a good frame of reference, but, at the end of the day, we still want the money shots seen through the eye of a tenant.”

That’s why property owners and managers stress the importance of the follow-up