The Secret Behind the Best Multifamily Websites

By: Ibby Ahmed

Recent grad from Indiana University with a passion for content creation, an adorable pup named Suki, and a newfound love of creating multifamily TikToks.

Your multifamily website is your biggest asset when it comes to prospecting and resident satisfaction. LocalIQ recently conducted a study of renters and found that 4 out of 5 renters will look at a few property websites before making a decision about coming in to see the property in person. With 80% of renters looking at multiple properties online, only the best multifamily websites will make the cut.

 

How can you transform your property websites so they stand out in a crowded search?

 

 

BRING PHOTOS TO LIFE

It’s safe to say that most multifamily websites look and feel the same. There’s gallery photos, a list of amenities, and ways to explore different floor plans. For some reason, many property websites have this cold, gray tone to them. Not all of them do, but there tends to not be any life in the color palette of these websites.

 

Multifamily properties don’t like the term “apartment complex”, they prefer the word community instead. The thing is, when your website is more generic and just photos of the property and staged units, it feels less like a community and more like…well a complex. Creating a community oriented website starts with the kinds of photos you have on there.

 

Yes, it’s important to have staged photos of units but that doesn’t mean it has to be super gray and boring. You can add pops of color to your staged photos with different kinds of rugs or throw pillows. It would even be interesting to have a person or a couple in some of the photos too. After all, it is going to be a place where people live. It can just be a person sitting on the couch and watching tv or working on a laptop.

 

In the same way that Jamin Harkness found his self-guided tours to be more successful after he stocked the fridge and pantry with drinks and snacks, having just a few of these photos with a person doing something normal, like cooking or watching tv, will help prospects visualize themselves in the space more.

 

You can even do short, stock-like videos, of someone cooking in one of the kitchens or making themselves a sandwich as part of your gallery that runs on the landing page. Adding some sort of life will go a long way in creating a lasting impression. You’ve got them on your website but you need them to stay long enough to capture insightful data and make more of an impact. This is where blogging comes in handy.

 

 

COMMUNITY BLOGS

Blogs are great for spicing up your website but also for helping your SEO strategy. Blogs give you more areas to include keywords on your website, making it easier for search engines to find your website and rank it higher organically. Blogs also help create a community oriented website vs that dreaded “apartment complex” look most multifamily websites have.

 

Apartment related content is huge on all social platforms, with billions of posts and views. It’s no surprise since a lot of Gen Z enjoy reality entertainment, from tv shows to influencers who vlog. Your blogs can also include YouTube or TikTok videos that relate to the topic as well. Some content ideas include:

  • Moving tips, specific to your property
  • Move-in Day vlog
  • Renter friendly decor ideas
  • Small space storage ideas
  • How to request maintenance
  • Reviews of local businesses
  • Recap of resident and local events

 

There are a ton of topics you can blog about. Prospects will get a more intimate glimpse of what life is like at your community compared to all of the other websites that are generic and typical. They can begin to picture what it would be like to move in and settle into one of your units and a general idea of what it would be like to live in that neighborhood. You can also ask residents if they’d like to write a guest blog on your website. If you’re a student housing community, this is a great opportunity for residents who are looking to expand their writing portfolio for internships and jobs post graduation.

 

If you run out of ideas, don’t worry, you can easily look up #apartment on TikTok or YouTube and there are billions of videos that you can gather inspiration from.

 

 

ENGAGING AND INTERACTIVE

The last way your multifamily website can stand out is by having an engaging and interactive website that is also capturing valuable prospect data. Investing in a 24/7 natural language chatbot that can provide support round the clock to prospects is a must have with this new generation of renters.

 

Gen Z’s consumer buying habits are centered around instant gratification and automation. They expect this kind of service even for big financial commitments like buying a car or renting an apartment. Leasing AI is one way to help meet these buying needs. PERQ’s AI Leasing Assistant combines a 24/7 natural language chatbot, personalized lead nurture and follow-up, and keeps your website engaging and interactive for prospects while gathering data your onsite team will need to get that signature.