For many multifamily operators, switching website providers feels like one of the riskiest moves you can make. There’s comfort in sticking with a familiar vendor, even if the site isn’t delivering what today’s renters expect.
But for property management companies looking to thrive in a competitive market, modern multifamily leasing websites are an essential investment—transforming visitor traffic into qualified leads and signed leases with less work and cost.
If you’ve ever hesitated to take the leap to a new website provider, you will understand the hesitation of Boyd Wilson Management, who had been with the same website provider for more than 20 years. Their loyalty ran deep, but so did their frustration with outdated technology, weaker SEO, and a renter journey that didn’t reflect their brand.
Finally, Boyd Wilson decided to make the leap to PERQ Websites, embracing the features and functionality that define modern multifamily leasing websites. The results were dramatic: triple the leads, more tours, and nonstop positive feedback from renters.
The Weight of a 20-Year Relationship
It’s hard to overstate how big a decision this was. After two decades with the same provider, the relationship felt like part of the business itself. The idea of switching raised natural fears:
- What if the transition was messy?
- What if renters got confused or frustrated?
- What if results didn’t improve, or worse, declined?
For Boyd Wilson, it felt “nerve-wracking” to even consider leaving. But at the same time, the risks of staying put had grown too large to ignore.
Their site’s reliance on iFramed content (a 1990s-era approach to embedding data) meant that Google couldn’t index critical pricing and availability. That held back organic search performance and forced renters to click through clunky widgets just to see what they needed.
The uncomfortable truth: staying comfortable had quietly become the bigger risk, especially as competitors adopted updated websites that met renter expectations.
Why Boyd Wilson Made the Switch to a Modern Multifamily Leasing Website
When Boyd Wilson evaluated PERQ Websites, they saw an opportunity to finally move beyond those legacy limitations. PERQ offered:
- SEO-friendly design with crawlable pricing and availability
- Seamless user experience that eliminated widget detours
- A chance to showcase the Boyd Wilson brand more fully
The transition itself, once a major source of hesitation, turned out to be smooth and straightforward.
As Lisa Delgado, Executive Vice President of Boyd Wilson, shared:
“Changing website providers after 20 years was a little nerve-wracking, but PERQ made it a breeze. The results speak for themselves — more traffic, triple the leads, and nonstop positive feedback from prospects about how much they love the new site. We’re thrilled with the decision to partner with PERQ.”
The Results: More Traffic, More Leads, More Tours
Once the new site launched, Boyd Wilson quickly saw measurable impact:
- +145% improvement in traffic-to-lead conversion
- +181% increase in leads
- Significant growth in tours scheduled
Beyond the numbers, renters themselves began commenting on the difference. Leasing teams consistently heard positive feedback about how much easier and more enjoyable the new site was to use.
For Boyd Wilson, this combination of data plus prospect praise removed any doubt. The switch hadn’t just worked—it had transformed their digital leasing experience, proving the value of investing in a modern multifamily leasing website.
The Industry Context: Why This Story Matters
Boyd Wilson’s experience isn’t unique. Across the multifamily industry, many operators are still running on outdated website platforms—some 10, 15, even 20 years old.
Common challenges include:
- Hidden content: iFramed data that blocks Google from crawling pricing, availability, and floorplans.
- Limited flexibility: Template-driven designs that don’t reflect a brand’s identity.
- Clunky renter experiences: Widget-based tools that feel disconnected.
Meanwhile, today’s renters expect seamless, search-friendly websites that work like the consumer platforms they use every day. The gap between expectation and reality has never been wider.
Boyd Wilson’s leap reflects a growing realization in the industry: modern multifamily leasing websites aren’t just digital brochures anymore. They’re critical leasing engines that directly impact traffic, leads, and occupancy.
8 Key Features of Modern Multifamily Leasing Websites
What distinguishes today’s modern multifamily leasing websites from their outdated predecessors? The difference goes far beyond aesthetics with functionality that transforms static brochure-like websites into dynamic leasing engines.
1. Strategic Conversion Architecture
The foundation of effective modern multifamily leasing websites isn’t just attractive design—it’s purposeful architecture built specifically to guide prospects toward leasing decisions. Every element, from navigation flow to call-to-action placement, is strategically positioned to move visitors through a natural decision journey that culminates in tour scheduling.
2. SEO-Optimized Structure
Unlike legacy platforms that conceal critical information in iFrames or widgets, modern multifamily leasing websites make pricing, availability, and floor plans fully crawlable by search engines. This fundamental difference dramatically improves visibility when prospects search for rental options in your market, driving qualified organic traffic directly to your properties.
3. User-Friendly Management Systems
Property teams need the ability to update content quickly without technical expertise. Today’s modern multifamily leasing websites include intuitive interfaces that enable marketing teams to modify content, update availability, and customize messaging without developer assistance. This flexibility ensures your digital presence remains current without costly maintenance fees.
4. Intelligent Prospect Engagement
Rather than passive information display, modern multifamily leasing websites actively engage visitors through sophisticated conversational tools that appear at optimal moments in the browsing experience. These interactions gather valuable prospect information while providing personalized guidance, creating meaningful connections even before the first human interaction.
5. Adaptive User Experience
Each prospect’s journey is unique. Advanced modern multifamily leasing websites recognize this by dynamically adjusting the content displayed based on visitor behavior and preferences. This personalization significantly improves engagement metrics, keeping prospects on your site longer and increasing the likelihood of conversion.
6. Automated Process Management
The best modern multifamily leasing websites handle routine tasks automatically, from updating unit availability to initiating follow-up communications. This automation ensures consistency while freeing your team to focus on high-value personal interactions with qualified prospects who are ready to tour.
7. Comprehensive Analytics
You can’t improve what you can’t measure. Unlike traditional websites that provide only basic traffic metrics, modern multifamily leasing websites deliver detailed insights across the entire leasing funnel. Property managers can track exactly how digital interactions contribute to tours, applications, and signed leases, enabling data-driven optimization.
8. Ecosystem Integration
Rather than functioning as isolated platforms, modern multifamily leasing websites serve as central hubs that connect seamlessly with your entire technology stack. This integration ensures consistent data across property management systems, CRMs, and marketing platforms, eliminating information silos that create friction in the leasing process.
Boyd Wilson’s legacy website lacked many of these crucial elements, limiting their ability to convert traffic into qualified leads and tours. By transitioning to a purpose-built multifamily website, they created a digital experience that actively contributes to their leasing goals around the clock.
“Changing website providers after 20 years was a little nerve-wracking, but PERQ made it a breeze. The results speak for themselves — more traffic, triple the leads, and nonstop positive feedback from prospects about how much they love the new site. We’re thrilled with the decision to partner with PERQ.”
Busting the Myths About Switching Website Providers
Myth #1: Switching will be disruptive.
Reality: Boyd Wilson described the process as “a breeze.” The right partner makes transitioning to a modern multifamily leasing website smooth and low-risk.
Myth #2: Renters won’t notice the difference.
Reality: Prospects gave nonstop positive feedback about the new Boyd Wilson site. Better UX gets noticed.
Myth #3: SEO gains are overhyped.
Reality: With crawlable content, Boyd Wilson saw a 145% improvement in conversion rate and a 181% lift in leads. SEO wasn’t just better, it was a business driver.
Myth #4: Staying put is safer.
Reality: Outdated platforms silently hurt performance. The risk of doing nothing can outweigh the fear of change.
Frequently Asked Questions About Updating Your Website
How long does it typically take to implement a modern multifamily leasing website?
Most modern website implementations can be completed within 30-45 days, including content migration, design customization, and integration with property management systems. The actual timeline depends on the complexity of your portfolio and specific requirements.
What ROI can we expect from upgrading to a modern multifamily leasing website?
While results vary by property and market, operators typically see improvements in key metrics within the first 90 days. As Boyd Wilson’s experience demonstrates, conversions can increase by 100% or more, directly impacting occupancy rates and reducing marketing costs per lease.
How do modern multifamily leasing websites integrate with our existing property management software?
Today’s advanced websites offer seamless integration with all major property management systems, allowing for real-time data synchronization. This ensures that pricing, availability, and other critical information remain accurate without manual updates.
What features do today’s renters expect from an apartment website?
Modern renters expect self-service capabilities, including virtual tours, real-time availability, instant chat support, online applications, and mobile-friendly experiences. They want to research, tour, and apply all within one cohesive digital experience.
Is it difficult to maintain and update a modern multifamily leasing website?
Unlike legacy platforms that required technical expertise for simple updates, modern websites typically include user-friendly content management systems. This allows your team to make routine changes without developer assistance.
The Takeaway for Multifamily Operators
If you’ve stayed with the same provider for years out of comfort, you’re not alone. Boyd Wilson felt the same way. But their story is proof that switching to a modern multifamily leasing website doesn’t have to be scary—and that the rewards are worth it.
With the right website partner, you can:
- Unlock SEO visibility by making data crawlable
- Deliver a seamless renter experience
- Strengthen your brand online
- Generate more leads and tours
After 20 years with the same provider, Boyd Wilson discovered that change wasn’t just possible, it was transformational. What once felt nerve-wracking turned into a smooth process with measurable gains and thrilled prospects.
If your website still relies on outdated technology or hides key content in iFrames, the real question isn’t “Should we switch?” It’s “How much longer can we afford not to?”
Ready to Modernize Your Multifamily Leasing Experience?
Discover how PERQ’s modern multifamily leasing websites can transform your digital presence and drive measurable results for your properties. Our team specializes in creating conversion-focused experiences that today’s renters expect.