Birge & Held Partners with Tour24 for Self-Guided Tour Centralization
Birge & Held Partners with Tour24 to Drive Centralized, Tech-Enabled Leasing Transformation Across 125 Multifamily Communities Tour24, the multifamily industry’s leading self-guided tour platform, has officially announced a strategic partnership with Birge & Held, one of the fastest-growing real estate investment, development, and property management firms in the United States. This collaboration marks a major step in Birge & Held’s shift toward a more centralized and technology-driven operational model, leveraging Tour24 to enhance prospect engagement and accelerate leasing conversions across its extensive national portfolio of over 125 multifamily properties.
As property managers and developers increasingly embrace digital transformation, the selection of the right technology stack has become a mission-critical decision rather than a mere option. For Birge & Held, Tour24 emerged as the clear leader after a thorough evaluation of available proptech solutions. The company’s executive team viewed Tour24 not simply as a vendor, but as a strategic partner whose platform could support their overarching operational and financial goals.
“Choosing the right technology is not optional anymore—it’s foundational to success,” said Kory Nelson, Vice President of Sales & Leasing at Birge & Held. “At Birge & Held, we’re not just adopting technology—we’re curating a portfolio of partners who work together to drive real operational and financial performance. Tour24 stood head and shoulders above other options because of their unmatched ease of deployment, exceptional user experience, and measurable impact on leasing outcomes.”
A Centralized Model Empowered by Smart Technology
With a portfolio that spans multiple markets and asset types, Birge & Held has adopted a centralized leasing model designed to deliver efficiency, consistency, and scalability. Tour24 fits seamlessly into this model, offering a unified, highly effective self-guided touring experience that removes friction for both prospects and leasing teams.
Unlike many fragmented technology offerings on the market—where overlapping capabilities often lead to inefficiencies and integration challenges—Tour24 is built to support centralized operations without duplication or disruption. Its strength lies not just in its touring features, but in how it facilitates coordination across teams while enabling more nimble, responsive leasing workflows.
By focusing on vacant unit tours, Tour24 enables prospective residents to tour move-in-ready spaces that reflect real availability. This approach not only enhances the authenticity of the leasing process but also shortens decision cycles and increases conversion rates.
“Centralizing and modernizing the touring experience is critical in today’s leasing landscape,” said Georgianna W. Oliver, CEO and Founder of Tour24. “We’re honored to be Birge & Held’s trusted self-guided tour partner in this transformation. This partnership reflects our shared commitment to innovation, operational efficiency, and putting the prospect’s experience at the center. Together, we’re simplifying the leasing process for teams while delivering more flexibility, convenience, and confidence to renters. Our goal is to deliver measurable value—and we’re doing just that.”
Pilot Program Success Sets Stage for Rapid National Rollout
Before fully implementing the solution across its portfolio, Birge & Held launched a controlled pilot program involving four of its communities. The results were immediate and compelling: increased tour volume, higher prospect engagement, and significantly improved lease conversion metrics. Encouraged by the return on investment and enthusiastic adoption by regional teams, Birge & Held fast-tracked the rollout of Tour24 across the remainder of its properties.
By the end of 2025, more than 90% of Birge & Held’s multifamily assets are projected to offer Tour24-powered self-guided tours, giving the majority of prospective renters the freedom to explore properties on their own time—without needing to schedule around traditional office hours or on-site staffing limitations.
“Our teams appreciated how easy it was to implement and manage the system,” said Nelson. “Tour24’s team supported us every step of the way, making the transition smooth and scalable. Adoption was never forced—it came naturally because the benefits were obvious.”
Key Features and Benefits of Tour24 for Birge & Held
This partnership is yielding powerful advantages that go well beyond basic self-guided tours. Key benefits being realized include:
- Expanded Touring Hours: Prospects now have access to tour apartments early in the morning, late in the evening, and even on Sundays—critical times when many leasing offices are traditionally closed but leasing interest remains high.
- Vacant Unit Management: The platform intelligently routes prospects to currently available vacant units that match their preferences, improving tour relevance and satisfaction.
- In-App Navigation and Wayfinding: With built-in wayfinding technology and strategically placed beacons, the app provides seamless in-community navigation, guiding users through key amenities and available units.
- Operational Flexibility: By automating and optimizing the touring process, Tour24 supports Birge & Held’s transition to a leaner, more centralized staffing model—without compromising service quality or resident experience.
- Strong Team Support and Adoption: Tour24’s white-glove service and training resources made the platform easy to adopt, enabling full integration into leasing team workflows with minimal friction.
Raising the Bar for the Multifamily Leasing Experience
The collaboration between Birge & Held and Tour24 exemplifies the next evolution of leasing in the multifamily space—one where technology, user experience, and operational strategy are seamlessly aligned. In an era where renters expect on-demand access and intuitive digital interactions, property managers must adapt to meet evolving expectations or risk being left behind.
Rather than settling for piecemeal solutions like chatbots or static mapping tools, Birge & Held opted for an integrated system that puts actionability and impact at the forefront. The firm’s technology adoption strategy centers around tools that enhance the prospect journey while delivering real business outcomes.
“The future of leasing is self-service—and the future is now,” said Nelson. “We’re not chasing gimmicks. We’re investing in platforms that our teams actually want to use, that solve problems today and scale for tomorrow. Tour24 wasn’t just a technology choice—it was a strategic business decision. And it’s one we’re proud of.”
With this expanded partnership, Tour24 is positioned to play a foundational role in helping Birge & Held achieve its long-term goals. The success of this rollout also reinforces Tour24’s growing influence across the multifamily sector as more owners and operators recognize the need for flexible, scalable, and tenant-centric solutions.
For both companies, the focus remains clear: to simplify the leasing process, improve operational efficiency, and deliver the kind of experience today’s renters demand—where convenience, autonomy, and confidence intersect.
As this partnership continues to evolve, it signals a broader industry trend toward digital-first leasing operations built on performance, data-driven decision-making, and a relentless focus on renter satisfaction.
