The Renewed Importance of High-Quality Website Copy in the Multifamily Industry

As websites for multifamily communities continue to evolve and showcase the latest in immersive content offerings, many have interpreted this progression as a move away from the impact of copy on apartment marketing. Some might think you can just slap a few known keywords on the page to help Google find your website and then expect the visual assets to really sell your property, right? Not so much. Rather than shifting priorities, potential renters and search-engine algorithms alike have broadened their expectations. Your site needs to fire on all cylinders, and that includes engaging, informative copy. Here are just a few reasons why high-quality copy is here to stay: SEO While slick new sites dedicate more page real estate to hi-res photos, videos, and virtual tours, prospects don’t find your apartment website by Googling a picture. In other words, copy has always been the necessary driver of web traffic, and no successful SEO strategy treats written content as an afterthought. Of equal importance, quality matters. Search engines have grown smart enough to recognize poorly written site content that’s stuffed to the gills with keywords but not much else. Generic copy will read as lazy filler to both your prospects and search engines, and neither will generate the leases your apartment community needs. Context & consistency Professional pictures of your community may be worth a thousand words, but the images alone are often disconnected and removed from the bigger picture. Expertly written copy complements your visual assets by providing context and consistency to your property’s narrative. Are your building’s historic roots a core aspect of your brand? Or maybe your neighborhood’s growing popularity, with a range of local businesses and attractions? Is your apartment complex pet-friendly? Strong copy communicates the feel of your community —and the key takeaway for your audience—in a way that’s difficult fo...