Luxford Living: Up to a 26% Click-to-Apply Rate by Turning Apartment Leasing Into Live Renting Across 25 Communities

The Challenge

Luxford Living is a multifamily property management firm and a DASMEN Residential affiliate, responsible for the day-to-day operations, marketing, and leasing of 25 distinct apartment communities. Its approach blends tech-forward operations with high-touch customer service under a simple promise: elevated living, thoughtfully managed.

Leasing, though, had not kept pace with that promise. For decades the apartment hunt has forced people to choose where they will live based on static photos, floor plans that cannot tell you how the morning light feels, and a leasing agent they speak to once on the phone. For renters relocating from another state or another country, committing to a home they have never stood inside is a genuine leap of faith, and that hesitation slows every step that follows.

Luxford wanted an edge in a competitive leasing market: a way to let prospective renters see a real unit, ask the awkward but important questions (is the street noisy at night, what are the neighbors like), and act the moment they feel ready, without scheduling travel or waiting on a callback. And it wanted to do this on its own community websites, where the audience and the data stay with Luxford rather than a third party.

Goals

• Replace static listings and one-off phone calls with a live, interactive way to tour and ask questions in real time
• Let prospective renters apply on the spot, directly from inside the stream, while intent is highest
• Prove the model in a focused pilot, then scale it across the entire 25 community portfolio
• Keep the prospective renter, the conversation, and the first-party data on Luxford's own community websites