Daniel Berlind
CEOIn this article
In today’s rental market, most applicants search online for their next apartment. Property managers are continually looking for new ways to attract great tenants via their websites. While websites are one of the most considerable marketing costs for managers, they can also be one of the most important revenue builders.
Online searching allows tenants to explore apartments, compare amenities, and review neighborhood crime rates, photos, and utility costs before even speaking to a leasing agent. For this reason, property managers must ensure their websites are easy to use, up-to-date, and engaging.
In this article, we’ll review the most essential elements of a good website and provide some examples you can use while creating your own!
Interactive Tools
The best way to get people to stay on a website longer – and to ensure they are more likely to pick your company over someone else’s – is to use interactive tools. It’s important to note that potential renters say that price, location, and community as the top three criteria they use to evaluate a property.
What does this mean for apartment owners and property managers? Consider incorporating the following elements within your website:
- Interactive floor plans
- Monthly budget calculators
- Tour schedulers
- Walking scores and things to do in the area
- Property videos or 3D tours
According to industry experts, featuring interactive questions on an apartment listing website is essential. Applicants can be asked about activities they enjoy doing the most and the types of places they require to be near their new apartment. Answers to these questions can help keep potential applicants engaged and keep a listing in the running.
Interactive websites provide property managers with more data and statistics on potential renters and what they value. Some other factors to consider include:
- Featuring a follow-up tool to use once they leave the site
- Capturing email addresses
- Including an “Apply Now” button
- Using a Find-a-Roommate function
The bottom line: taking a closer look at how apartment websites serve as vital marketing tools is a must-do. It is where owners and property managers should be investing marketing dollars, and the ROI can be calculated as they progress toward their business goals.
Usability
Your website needs to be easy to use and have short load times – no ifs, ands, or buts. Tenants are on the hunt for their perfect home, and if they end up frustrated by a slow-loading website or one that is difficult to navigate, they are likely to take their business elsewhere.
Make sure your website isn’t filled with banner ads and unnecessary content, as these will only further aggravate tenants. Additionally, having a mobile-friendly site or app is incredibly helpful for users who may be out and about looking at properties or seeking more information on the go.
As the world continues its shift toward digital, having a presence on social media is non-negotiable. Your social media accounts are an extension of your website. Tenants often use social media as their main source of communication and research platform. They should be able to easily access your profiles from your website and gain insight into what your property is like. This is the place to pique their interest and guide them to your site!
Your social media accounts are also a great way to keep the current tenants you have in your property. Highlight community events, shout out nearby restaurants and businesses, and offer special lease renewal offers.
Tenant Portals
Online tenant portals are a must-have at any apartment complex. Give your tenants the ability to pay rent online, submit maintenance requests, get their questions answered, and read about community happenings all in one place.
An online tenant portal promotes transparency and trust between property managers and tenants. Tenants can view their account balance, payment history, and lease terms at any time, giving them peace of mind and reducing the likelihood of any misunderstandings.
Lastly, these portals save valuable time and resources compared to traditional paper-based systems, allowing property managers to focus on other aspects of running the complex instead of dealing with tenants 24/7.
Examples of Great Websites
The Coloradan
From the beautiful header image to the neatly designed sections, The Coloradan’s website takes you on a journey of their properties and community.
What we love:
- Top-tier photography
- Comprehensive FAQs
- Visible links to social media accounts
BLVD 63
This apartment complex is near a college campus, and its design reflects it! Heavy emphasis on the community amenities and furnished floorplans appeal to student renters. The bright color combinations and well-lit photos clearly show what living there is like.
What we love:
- Expansive amenities list
- A section for parents that highlights why it’s a great place for their kids to live
- Good navigation bar
Tbilisi Gardens
Have you ever seen such a beautiful homepage? Tbilisi showcases its floor plans with an interactive 3D rendering of its building. From there, you can read about unit amenities, energy efficiency initiatives, and community perks.
What we love:
- 3D building rendering
- Easy to view floorplans
- Great branding
Ripco Real Estate
A gorgeous website from top to bottom, Ripco does a great job of directing you where you want to go. Looking for available listings? They’ve got it. Want to sort by city? Done.
What we love:
- Dynamic header image
- Regional searching
- Comprehensive services list
To Sum Up…
As you can see, an easy-to-use website is important for apartment owners and renters. An effective website should be fast, mobile-friendly, visually appealing, and user-friendly. By incorporating these features into your apartment website design, you can make the search process easier for potential renters.
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