Founder / CEO / Inventor
Georgianna
W. Oliver
She keeps returning to the same industry, and keeps finding the friction everyone else learned to live with.
Founder & CEO, Tour24
Georgianna W. Oliver, Tour24
She keeps returning to the same industry, and keeps finding the friction everyone else learned to live with.
Georgianna W. Oliver runs Tour24 out of Medfield, Massachusetts, a company built on a plain observation: the leasing office closes, and would-be renters give up. Her platform hands them a phone, an app, and the keys, and lets them tour an apartment community whenever they want.
Tour24's pitch rests on a number Oliver returns to often. Roughly 40% of prospects abandon a property because they cannot tour during office hours. For an industry measured in occupancy and net operating income, that is a locked door standing between an owner and a signed lease. Tour24 replaces the closed office with a self-guided experience: prospective renters download the app, verify their identity, unlock the unit through smart-home hardware, and walk the property at their own pace, with an in-app assistant answering questions along the way.
The company now supports self-guided tours across more than 525,000 units at over 2,000 multifamily properties in the United States. Its customers include large operators such as GID, Berkshire Residential Investments, AMLI Residential, Highmark and LCOR. In October 2024, Tour24 raised a $5 million Series B led by RET Ventures, a venture firm backed by many of the real estate owners the platform serves.
At Tour24, we are dedicated to providing an elevated touring experience to prospective residents that acts like an agent while giving owners the tools they need to fill units faster and better utilize their onsite staff.
Tour24 is Oliver's fourth company, and the fourth built in and around multifamily proptech. She describes a 20-year track record of turning roadblocks into efficiencies, and the sequence bears that out. She founded EverGreen Solutions and AptBudget, both later acquired by RealPage. She founded Package Concierge, a system for handling the flood of parcel deliveries at apartment buildings, which was acquired by Gibraltar Industries (Nasdaq: ROCK) in 2017.
That history matters to how she builds. Rather than chase whichever sector is fashionable, Oliver has stayed inside one industry long enough to know where its inefficiencies hide. Package delivery, budgeting, and now touring are all unglamorous operational problems that renters and property managers had simply accepted. Her instinct is to find the accepted friction and remove it.
Oliver frames self-guided tours less as a novelty and more as an inevitability. Her argument runs along two lines. The first is about renters: expectations have shifted toward instant access and self-service, and the people renting apartments today expect the same on-demand convenience they get everywhere else.
The next generation of renters not only expects tech amenities, they are naturally attracted to tools that offer self-service.
The second line is about operators. Leasing staff are stretched, hours are limited, and tour quality varies with whoever happens to be working. Oliver argues that a technology-driven tour delivers a consistent, high-quality walk-through every time, never forgetting to point out the amenities that make a community distinctive. She has been direct about where this heads.
Self-guided tours are going to become the norm and are vital to help keep communities leased up.
The strongest case Tour24 makes is about capture. When touring is only possible during office hours, a large share of interested prospects simply never convert. Extending touring to evenings and weekends is, in Oliver's telling, the difference between a lost prospect and a filled unit.
Based on Tour24's cited figure that ~40% of prospects abandon properties due to office-hour constraints.
For all the conviction, Oliver counsels patience on adoption. Her guidance to property managers weighing the shift is not to flip an entire portfolio overnight but to test, learn, and expand. It is the kind of measured advice that reads differently coming from a founder who has taken companies from idea to acquisition more than once.
Start with one property to learn what works and go from there.
That temperament shows up in how Tour24 has layered in artificial intelligence. The platform's in-app assistant, ToriAI, answers renter questions in real time during a tour, aiming to fill the role a leasing agent would normally play. The goal is not to eliminate on-site staff but to free them for higher-value work while the technology covers the hours and repetitive questions.
The industry has taken notice. Oliver was named a winner of the 2025 Female Trailblazers of SaaS Award, an honoree for the Massachusetts Technology Leadership Council's CEO of the Year in 2024, and a GlobeSt. Influencer in Multifamily Real Estate in 2023. She serves on the advisory boards of the Multifamily Technology Entrepreneur Conference and the National Multifamily Housing Council, and is a founding board member of the National Leased Housing Association Education Fund.
Yet the metrics she talks about most are the operational ones: leased units, occupancy, and net operating income. At MAA Expo 2025, held in Tour24's home state, she spoke on the "Evolution of Multifamily" from a booth that drew crowds with a custom Cape Cod beach chair giveaway. It is a fitting image for how she works, showing up where the operators are, keeping it human, and solving the boring problem better than anyone else has bothered to.
What connects package lockers, budgeting software, and apartment tours is a consistent habit of mind. Oliver looks at the parts of renting that everyone treats as fixed costs of doing business and asks whether they have to be. The renter who could not tour after 6 p.m., the parcel that piled up in a leasing office, the amenity a rushed agent forgot to mention - each is a small inefficiency, and each has become a company.
Tour24 is the current expression of that habit, and by Oliver's own forecast, the self-guided model it champions is on its way to becoming standard. Given her track record of building the thing the industry did not yet know it needed, that forecast is worth taking seriously.