8 Advanced Website Features to Boost Apartment Conversions

Your website may have the basic apartment website features covered such as prominent contact information, professional photos, mobile friendliness, etc., but how does it do at converting your prospects into residents? Here are 8 advanced website features we recommend adding to your apartment’s website to increase your conversions and have more prospects contacting you for tours and signing a lease.

1. Schedule a tour form

Prospects who schedule and complete a tour are more likely to sign a lease. So make scheduling a tour as easy as possible right from your website. Ask for visitors’ contact information, date of tour, and what floor plan they’re interested in. You may even be able to integrate your form with your property management system or leasing agents’ calendars to have a hands-off automated tour sign-up process.

2. Application button

Make it easy for prospective residents to apply online so they don’t have to come back to your leasing office. The most popular way to have them apply online is through a form. You can get more advanced by integrating the form with your property management system. Or you can go more basic and have the link go to a PDF they can download and fill out to send back in.

3. Robust apartment photo gallery

The photos on your website tell a story: what is it like to live at this apartment? By incorporating a robust photo gallery that includes your model unit, amenities, grounds, and the leasing office you can showcase what it feels like to live in your community.

4. Resident portal

Resident portals make it easy for your residents to pay their rent, request maintenance, and more. Many property management systems offer a resident portal that integrates with your websites and can protect private consumer data and sensitive financial information.

5. Community and neighborhood information

Whether you have millenials, Baby Boomers, or students in your property, your location and neighborhood is just as important as your property’s amenities and floor plans.

Your website should have a page or at least a section that talks about important places close to the apartment community such as schools, colleges, grocery stores, large company headquarters, restaurants and bars, etc.

6. Testimonials

Testimonials are a powerful source of social proof that shows why your current residents would recommend your apartment to potential residents. Put testimonials in a few key places on your website like your homepage, apply now button, amenities, etc. You can request feedback from current residents in move-in or move-out surveys, and with their permission, use them as testimonials.

7. Social links

Does your property have an active Facebook or Instagram account? Link to it in your website so that prospects can get a sense of what it’s like to live in your community. Prospects can scroll through your posts, photos, and the comments to understand who you are and how your residents feel about living at your property.

8. Links to other nearby properties you own

A prospect may come to your property’s website and it may not quite be the right fit for them. Maybe it’s too far from work, or they want a pool, or it doesn’t have current availability for a 2-bedroom.

If you have other nearby properties, you own you can link to them from the site. This way, you may be able to keep the prospect, even if their first choice didn’t work out for them.

Want to see how your current website(s) measures up?

If you have a basic website and are looking for more advanced website features, give us a call at 317-934-2242 or contact us. We can go over your current website and recommend any changes or integrations to increase your leads and save your leasing agents time.

This is the second article in a three-part series. Read about the basic apartment website features we recommend as well as premium apartment website features to help your leasing agents.

Photo Credit: 123rf.com/ronstik