Apartment websites suck. There, I said it, and you know it’s true. The majority of apartment websites are about as high quality as those cheap restaurant websites. You know, the ones that have a downloadable menu that won’t actually download.
Yet, just about everyone shops for their next apartment online—94% of people in fact. In an industry where more leases and lower delinquencies are by definition what keep apartment owners and managers in business, why are managers displaying their property online in the suckiest of ways?
The biggest mistake
I should start by telling you that only a few short years ago, I was a property manager. I’ve experienced first hand the mayhem that is property management: the never-ending complaints; the demands from corporate to get more leases while not spending any money; the slaving away your weekend to show units to prospects who are “just seeing what’s out there.” It’s a never-ending job with a lot of responsibilities and very few “thank-you’s.”
I think one of the biggest mistakes that apartment managers make is not allowing the property’s website to help them with all of their responsibilities. Many apartment managers find themselves making up for what their websites lack and are even embarrassed to refer prospects and residents to their property’s site.
What makes a quality apartment website?
The cold hard fact is that most apartment managers like you do not have the time or knowledge to research technology and marketing to improve your website. But, with superiors demanding more leases and fewer delinquencies, it’s time to understand just how much a good website can benefit you, your boss and your company.
Thanks to my current job at a really smart technology and website development company, I now understand what pieces and parts make for a great apartment website. Here are my top picks:
1. Large High-Definition Photos
Your current apartment website might be using pictures from the 1980’s because, well that’s all you have. But, according to research conducted by Missouri University of Science and Technology, it takes less than two tenths of a second for an online visitor to form an opinion about your brand, and your property. So, ditch the pics that look like they were taken by a flip phone, and invest in getting a professional photo shoot. It should only take about a day and a few hundred bucks. And at the end, you’ll have tons of photos that will make your property shine.
2. Real-time Availability Checking
This means that anyone on your website can check what units are actually available. They can view the floor plans, prices, and available units, and lease online if they would like. They do not have to call you to do, well, anything really, because it’s all right there online.
3. Online Rent-Payments and Maintenance Requests
Sure your current site offers, “online rent payments” but does the system actually work? Does it charge your residents outrageous fees to use? If so, most of your residents are probably still coming to the office to pay their rent, and when they do they will also be taking up your time with complaints and maintenance requests. Having a website that can do all that, and do it well, is worth it’s weight in gold.
4. Search Engine Optimization
In today’s Google-able world, if someone can’t find your property online, does it even exist? A quality apartment website will have built-in SEO architecture as well as on-page SEO optimization. This helps your visibility in a search engine’s natural or un-paid (organic) search results. It takes a professional to go into your website and make it highly searchable using a variety of common search terms that have been carefully researched..
Take it to the next level
If your current property website isn’t living up to its potential, you may want to find a better alternative. There are lots of options out there, but I’d like to suggest looking at my company’s product, Rentbot. It’s a cost-efficient way to get more leases, lower your delinquencies, and free you from the abusive relationship that is your sucky apartment website. And isn’t that just want you need?
About the author
Jacquelyn Trimper joined the Rentbot team in 2014 after surviving 4 years in property management and marketing. She loves marketing, sales, and writing to help apartment owners and property managers.