Why Websites Are so Important For Multifamily Business

For multifamily business owners having a great looking and engaging website is the new front line for interacting with potential apartment renters. Where pandemic has shown us the importance of creating an online journey for potential renters through an engaging website. Property management companies just like ours were already relying heavily on web traffic to drive potential clients on personal real estate tours and now online interactions are more important than ever to increase and maintain the rates of occupancy.

Today's website should offer functionality from start to finish, from choosing an apartment to renting it. So you will need to adapt to growing consumer preferences for the Internet, as tenants expanded their search for apartments and began to rent out comfortably without visiting the property in person.

A recent study of apartments shows tenant dependence on multi-family websites, with apartment community websites accounting for 60% of leases. Also, while traveling, renters use features like chatbots and text messaging to communicate with staff and schedule online appointments.

The days of having a website with just a few photos and a brief description of the property are over, as today's websites need to be fresh and relevant with interesting content to grab the attention of potential renters and they are looking for a convenient way to rent, where the big problem is the lack of the latest information on the site and beyond. That's why having strong search engine optimization has become the backbone of a successful website, where studies show that virtual tours increased by 40%.

Building an effective marketing presence that leads to high-converting high-value leads depends on a few moving parts. Here are 7 must-haves when building a website for your business.

1. Include scheduling calendars. Websites should provide scheduling calendars so potential renters can make appointments online, included with automatic scheduling updates. The ability to update appointments, virtual tours, ensures a smooth planning process and accommodates all potential renters.

2. Place contact forms. Adding forms to multiple touchpoints on a website has been proven to increase conversion rates. Post forms next to interesting content such as amenities and residents' reviews, or on landing pages that appear before a user starts searching for available apartments and prices.

3. Chatbots and text messages. When potential renters cannot simply visit or call the leasing office for answers, they must have a different way to communicate with the property. Using the automatic chat feature and the ability to send text messages at the points of interaction with the website gives potential customers the ability to chat with employees as they look around.

4. Use engaging content. Engaging website content sets apart apartment communities in competitive markets. Recent research notes that 88% of people looking when looking for an apartment on a website search websites with photos of apartment models and amenities. A short, highly informative copy has always been and remains a necessary driving force for web traffic.

5. Virtual tours allow prospective clients to take a tour of the property without leaving their living rooms. Having a high-resolution photography walk that includes locations in one interior, room or space. Virtual 3D apartment tours allow viewers to walk from room to room at their leisure and experience life experiences.

6. Use informative content. Visually great looking websites and floor plans engage and inform future tenants. When potential tenants are looking for an apartment, they are more likely to turn to 3D floor plans and city maps. Maps and floor plans should inspire potential clients to imagine what life in the apartment community will be like.

7. Modern design. The website should be easy to manage and have the latest design, as you should focus on having a personalized design for mobile, that can generate 22% more leads and about 40% more organic traffic.

Let me know in the comments below which part was the most informative for you and if you are planning to make any changes to your website?