Great Multifamily Websites are the Key to Getting Apartments Rented

Multifamily websites are the new front lines for interacting with apartment prospects. The pandemic has cemented the importance of creating a complete prospect journey online through an engaging website. But well before Covid, property management companies were already leaning heavily on web traffic to drive prospects to in-person property tours. And now, interacting online is more important than ever for marketers in their ongoing quest to boost and maintain occupancy. Today’s website must offer functionality from end to end: from choosing an apartment all the way through leasing, and everything in between. Multifamily websites must adapt to growing consumer preferences for taking care of things online. Renters have evolved in their apartment searches and have become comfortable leasing without visiting properties in person. The latest apartment research by the National Multifamily Housing Council shows renters' dependence on multifamily websites: apartment community websites generate 60% of leases. Along their journeys, renters embrace features like chatbot and text messaging to communicate with staff and make online appointments. Creating a compelling multifamily website journey Gone are the days of launching a site with a few pictures and a short description of the property. Today’s websites have to be fresh and up-to-date with engaging content to complete the prospect experience. And renters are looking for a frictionless path to purchase, where a big roadblock is not having the most current information on and off the site. Strong search engine optimization (SEO) has become a pillar of a successful web presence. And offering virtual tours is critical. A recent Realtor.com study revealed that virtual tours boost clicks by 40%. But satisfying the whole prospect journey encompasses much more than this. In a recent virtual RealWorld session, RealPage Senior VP of Consumer Solutions Nikhil Venkatesh noted that creative storytelling is driving apa...