Lead-to-Tour Rate
The share of leads that progress to a scheduled visit.
Definition
Lead-to-Tour Rate is The share of leads that progress to a scheduled visit. Teams usually run into it when the team wants to know whether attention is turning into messages, tours, and completed applications.
What makes it useful is that conversion metrics separate high-traffic listings from high-performing listings. They are usually reviewed when copy, pricing, photos, or response speed are being changed.
Use cases
Use Lead-to-Tour Rate to see whether listing attention is producing real next-step behavior.
Review Lead-to-Tour Rate when the team needs to compare copy or photo changes against actual conversion movement.
Track Lead-to-Tour Rate so operations can focus the team on listings that close rather than listings that only attract clicks.