Overview
Miramar Capital, a privately held commercial real estate investment firm, focuses on acquiring, repositioning, and developing industrial, multifamily and Build-to-Rent residential projects. In January 2026, the firm began offering self-guided tours to accelerate lease-ups for its Build-to-Rent (BTR) townhome communities, aiming to improve leasing efficiency and address the fact that 83% of renter leads prefer this touring method over agent led tours. They now offer both touring options.
This strategic touring model allows Miramar to optimize resources by managing a larger geographical footprint without the need for agent escorts. By offering extended touring hours outside of traditional business schedules, the firm captures a higher volume of prospective leads. This pressure-free, on-demand experience meets the preferences of modern renters, while robust security protocols and automated lead conversion have helped Miramar streamline leasing funnels and decrease days on market.
The Solution
To evaluate the impact on lead volume and confirm property security, Miramar initially piloted Rently Self-Touring with Wayfinding technology at a selection of their communities. After a successful six-month trial with zero security issues and significant lead engagement during weekends and off-hours, they decided to expand the rollout across their entire Build-to-Rent (BTR) portfolio. Recognizing that lease-up velocity is vital for new BTR developments, Miramar utilizes Rently to build a robust lead pipeline by allowing prospects to tour model units independently. This approach resulted in a 52% increase in foot traffic by capturing more demand during evenings and weekends.
This self-guided model has also streamlined operations for the leasing team. By eliminating the 30 to 50 minutes typically spent on travel and calling to confirm agent-led tours for each showing, staff can now focus on finalizing leases and addressing other management priorities once a prospect confirms their interest after self-touring.
“By providing self-guided tours during the hours our office is closed or when onsite staff are unavailable, we have seen a 52% surge in renter leads. Rently is a game changer for our operations!”
— Justin Zakariaie, Senior Analyst, Asset Management at Miramar Capital
The Results
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Increased Lead Traffic by 52% & Reduced DOM
Rently enabled Miramar to offer self-tours when the office is closed, boosting leads on the weekends and after-hours by 52%.
75% of prospects schedule and tour on the same day.
48% of self-guided tours are taken during regular business hours.
52% of self-guided tours are taken during non-office hours.
5 to 8 day reduction in days on market (DOM)
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Staff Efficiency and Cost Savings
Leasing staff reclaim between 30 to 50 minutes for every self-guided tour completed.
Minimizing days on market results in approximately $800 in savings for each vacant unit, based on an estimated $100 daily cost.
How It Works
Wayfinding is Rently’s GPS-style navigation layer or walking route planner built directly into their self-guided touring experience for BTR and multifamily communities. It creates a frictionless touring experience designed to impress prospective renters during tours, which is a game-changer for securing more leases. Wayfinding helps prospective renters easily identify the best place to park, quickly locate a lockbox or smart lock entry point, and then independently find their way to the precise unit or units they are scheduled to tour, as well as guide them to community amenities in the neighborhood, if available. Before touring, prospects verify their identity, receive a secure, time-limited access code, and tour the property at their convenience, whether that’s Saturday evening or Monday at 7 AM. Leasing teams get a notification of the tour to stay in full control. Prospective renter leads get the touring experience they expect. Perfect for pairing with agent-led tours for real touring flexibility.
“Our experience with the Rently team has been excellent; they provide a responsive, user-friendly service that is simple to implement. Consequently, we are expanding Rently self-guided tours throughout our entire Build-to-Rent portfolio.”
— Justin Zakariaie, Senior Analyst, Asset Management at Miramar Capital
About Miramar Capital
Miramar Capital is a privately owned, commercial real estate investment firm specializing in the acquisition, repositioning, and development of industrial, residential, and special situations projects throughout the United States. As a premier full service real estate investment and development, they are committed to enhancing the value of its investments and generating attractive risk-adjusted returns for our investors, clients, and partners. With over $3B of assets under management, $700M+ of aggregate ground-up development, and has completed over 80 individual acquisitions. To learn more, visit https://miramarcapital.com/.
