Leasing Like Spielberg: Direct Every Tour Like a Blockbuster

Picture this: the lights dim, the screen flickers, and for the next two hours, you're captivated. Not by explosions or wild CGI, but by a story. A deliberate, intentional, well-crafted story. Every word. Every look. Every outfit. On purpose.

Now imagine your leasing tour delivering that same experience.

No, I’m not saying pass out popcorn (although… not the worst idea). I’m saying that from the first click on your website to the final follow-up, your leasing journey should feel like a feature film. Every moment should be designed with intention. It should have rhythm. Character. Chemistry. And if you're doing it right, it should leave the prospect wanting an encore.

So grab your director’s chair, because today we’re talking about leasing like it’s your summer blockbuster.

Step One: Lights, Camera, Table Read

Before filming begins, there’s a table read. That’s the first interaction with your prospect. Whether it’s an online inquiry or a call, this is the moment you feel each other out. Like actors meeting for the first time, you’re looking for tone, pace, energy. Does this feel like a rom-com or a drama?

The key? Listening. Not waiting for your turn to talk. Not jumping into sales mode. Listening. Because they’ve already done the research. They’ve already watched the “trailer” your marketing team put together. Now they’re trying to figure out if the full feature is worth the watch.

And spoiler alert: if your response time is 48 hours, you’ve already been recast.

Step Two: Storyboard the Journey

Every film has a storyboard. A scene-by-scene breakdown of how things should go. And if you’re winging it on tours, you’re missing the mark. Your customer journey should be just as mapped out as a Pixar plot. First impression, tour flow, follow-up. Planned. Practiced. Polished.

You should know exactly where the prospect is in their journey. And if something changes mid-tour, you pivot like a pro. Swap scenes. Flip the order. Show the gym first instead of the model. The goal is a cohesive story with a consistent tone. Not one character in marketing, another on the tour, and a robotic AI doing your follow-up.

That’s three different movies. And none of them are winning Oscars.

Step Three: Shoot the Film (AKA, Nail the Tour)

Now it’s time to film. This is the heart of your leasing journey. You’ve done the prep. You’ve mapped the story. Now bring it to life.

But remember: you’re not the star. The prospect is. You are the trusty sidekick. The wise guide. Maybe even comic relief. Your role is to help them feel like the main character. Let them imagine their life in your community. Give them a sense of connection. Discover what matters to them. Hit the emotional high. Then close it with clarity.

The best movies don’t end in confusion. Neither should your tour.

Bonus Scenes and Alternate Endings

Great films always have deleted scenes, extra footage, alternate endings. So should your tour.

Overprepare. Have backup apartments to show. Know what your comps are doing. Be ready with thoughtful objections and even more thoughtful solutions. Maybe you don’t use every tool in your bag that day, but the fact that it’s there sets you apart.

Like that time I toured a prospect in Charlotte. They said they wanted to check out the place next door. I pulled up their competitor’s website for them, gave them all the info, and even offered to help them book a tour. Five minutes after they walked out, they came right back in and leased on the spot. Why? Because I overprepared and trusted the story I was telling.

Final Scene: The Credits Roll

Let’s talk about endings. Because the end of the movie is what sticks. You could have 95 minutes of magic, but if the ending flops, that’s what people remember.

Same goes for tours. End strong. Ask for the lease. Set the follow-up plan. Confirm the next steps. Create a moment that feels personal and unforgettable. That could be a handwritten note, a small token, or just an incredible level of service. Make it so good they’re telling their friends. Even if they don’t lease with you, make them wish they had.

Roll the Tape

So here’s your challenge. Take 30 minutes this week and storyboard your tour. Really map it out. Where are the dead scenes? Where can you add emotion or energy? What moments could use a little more sparkle?

And don’t worry about perfection. Even the best films do reshoots. Maybe your fitness center walk-through is a snooze fest. Rework it. Highlight that rock wall or the 24-hour access or the water rower nobody else has.

You’re not just leasing apartments. You’re directing the show.

So let me ask you: are you leasing with intention, or are you just letting the credits roll?