How do property managers use virtual showings in a showing strategy?

The Short Answer

Property managers use virtual showings as a screening and convenience tool within a broader leasing strategy: they help renters preview a home online, reduce unnecessary in-person appointments, support out-of-area applicants, and keep leasing activity moving when schedules, distance, or access are difficult. The best strategies combine clear photos, accurate video walkthroughs, live virtual tours when needed, and a process for moving serious prospects toward applications or in-person visits.

Why This Matters

Virtual showings are no longer just a backup option. Many renters now expect to see a rental online before they spend time visiting it, especially in competitive rental markets or when relocating to Washington from another city or state. For property owners and landlords, this can reduce wasted showings, shorten vacancy time, and help attract qualified prospects who already understand the layout, condition, and basic features of the home.

The consequences of doing virtual showings poorly can be expensive. If the video is misleading, too dark, outdated, or skips important areas, renters may feel misled when they arrive in person. That can damage trust and lead to canceled applications, poor reviews, or more time spent answering repetitive questions. If the showing process is disorganized, property managers may attract high inquiry volume but low-quality leads, which wastes staff time and delays leasing.

For tenants, virtual showings can be especially useful when comparing multiple rentals, coordinating with roommates, or moving from outside the area. A renter relocating to Seattle, Spokane, Tacoma, Vancouver, or another Washington market may not be able to tour five properties in person before applying. A well-prepared virtual showing helps them make a more informed decision without relying only on listing photos.

For owners and investors, virtual showings are not just about convenience. They are part of a larger leasing funnel: advertising, inquiry handling, prequalification, showing, application, screening, lease signing, and move-in. When used correctly, they improve efficiency without replacing the need for accurate property information and consistent leasing procedures.

Practical Guide

1. Use virtual showings to prequalify interest before in-person tours

A property manager may use a recorded walkthrough or detailed video tour as the first step after a renter submits an inquiry. This helps answer basic questions before scheduling access to the home.

For example, if a rental has a small second bedroom, street parking only, or stairs leading to the entrance, the video should show those details clearly. Some renters will decide the property is not a fit, which saves everyone time. Others will become more confident and ask to schedule an in-person tour or move forward with the application process.

This is especially helpful when a home is occupied and showings must be coordinated respectfully with current residents. Fewer unnecessary appointments can reduce disruption.

2. Create walkthroughs that show the property honestly

A useful virtual showing should feel like a renter is walking through the home in person. Property managers should generally start at the exterior or entry, then move through the living areas, kitchen, bedrooms, bathrooms, laundry area, storage, parking, and outdoor space.

The video should avoid overly fast movements, extreme wide-angle distortion, or selective filming that hides defects. If there is worn flooring, limited natural light, an older appliance, or a compact bathroom, it is better to show it clearly. Honest presentation helps attract renters who are comfortable with the property as it is.

A practical walkthrough might include:

• Front entry and approach to the unit
• Main living area from multiple angles
• Kitchen counters, appliances, and cabinet layout
• Bedrooms with closet views
• Bathroom fixtures and ventilation
• Washer/dryer area or shared laundry location
• Parking, mailbox, trash area, and yard or balcony
• Any stairs, elevators, gates, or access features

The goal is not to make the rental look perfect. The goal is to make it easy to understand.

3. Match the virtual format to the renter’s situation

Property managers often use different types of virtual showings depending on the prospect and property.

A recorded walkthrough works well for most renters because it can be viewed anytime. It is efficient for high-demand rentals or when many people are asking the same questions.

A live video tour can help serious prospects who are relocating or deciding quickly. During a live tour, the manager or leasing agent can answer questions in real time, such as “Can you show me the closet again?” or “How close is the parking spot to the entrance?”

A photo-based presentation may work for simple units, but it should not replace a walkthrough when layout matters. Photos can make rooms look disconnected, while video helps renters understand flow and scale.

For higher-rent homes, unusual layouts, multi-level properties, or rentals with shared amenities, a combination of photos, recorded video, and live tour access may be more effective.

4. Integrate virtual showings into the leasing process

Virtual showings should not be treated as random links sent to anyone who asks. They work best when built into a clear process.

A common strategy might look like this:

1. Prospect views the listing and submits an inquiry.
2. Property manager sends basic rental criteria, availability details, and a virtual tour link.
3. Prospect confirms continued interest after viewing the tour.
4. Manager schedules an in-person showing or live video tour if appropriate.
5. Prospect applies through the standard application process.
6. Screening and lease steps proceed consistently.

This structure helps prevent confusion. It also helps property managers avoid spending time on renters who have not reviewed the property details, rent amount, pet policy, parking situation, or move-in timeline.

For owners, this process can mean better lead quality and fewer unproductive showings.

5. Keep listing information consistent with the virtual showing

The video, photos, written listing, and application details should all tell the same story. If the video shows carpet but the listing says hardwood, renters will notice. If the rent, deposit, pet terms, or included utilities are unclear or inconsistent, prospects may lose trust.

Property managers should review virtual showing materials whenever a property changes. Updates may be needed after repairs, repainting, appliance replacement, landscaping changes, or a change in parking arrangements.

In Washington rental markets where renters may compare many listings quickly, accuracy matters. A clear, current presentation can help a property stand out without exaggeration.

6. Use virtual showings without ignoring fair and consistent access

Virtual showing strategies should be applied consistently. Property managers should avoid giving better access, faster responses, or different information based on personal assumptions about a renter. Fair housing principles and consistent leasing procedures matter whether the showing is online or in person.

As general guidance, the same core information should be available to all prospects: rental terms, application process, viewing options, and property condition. If a property manager offers live video tours, they should have a reasonable, consistent method for scheduling them.

Virtual showings should also avoid unnecessary commentary about neighbors, protected characteristics, or subjective statements about who the property is “best for.” Focus on the property features, location facts, lease terms, and application process.

Common Mistakes to Avoid

• Using outdated videos: A walkthrough from before repairs, tenant turnover, or layout changes can mislead prospects and create disputes.

• Hiding negative features: Skipping stairs, parking limits, small rooms, or older finishes may increase inquiries but reduce serious applications.

• Letting virtual tours replace communication: Renters still need clear answers about availability, rent, deposits, utilities, pets, and application steps.

• Being inconsistent with showing access: Offering different levels of service or information to different prospects can create confusion and potential compliance concerns.

Key Takeaways

• Virtual showings are most effective when used as part of a structured leasing funnel, not as a standalone marketing gimmick.

• Honest, current walkthroughs help renters self-screen and reduce wasted in-person appointments.

• Recorded tours, live video tours, and detailed photos each serve different purposes in a showing strategy.

• Clear and consistent property information builds trust with both renters and owners.

• A good virtual showing should save time while still supporting accurate, fair, and informed rental decisions.