Property websites are often rooted in function. They serve as a place for prospective residents to gather details about what a rental community has to offer.
As such, many of these sites feature static floor plans, basic descriptions and satisfactory photography. That will no longer cut it for the modern prospect, according to the “Static to Dynamic: Revolutionizing Apartment Websites in the Digital Era” panel at Apartmentalize in Philadelphia.
Prospects of today seek an immersive online experience, one that offers granular unit-level content with visual context and imagery on par with their other online shopping experiences. They want to know where a specific home sits within the property and its proximity to the surrounding neighborhood. With that in mind, apartment operators amidst a digital transformation cannot forget to incorporate property websites as part of the effort.
“As an industry, we always try to exhibit a consumer-first strategy,” said Noel Carson, Vice President of Marketing, Creative Director for Bozzuto. “For us, we try to emulate a retail experience with our websites similar to what people would experience on Amazon, especially when they are drilling down to what they’re really looking for. It has to be frictionless.”
Websites that feature advanced search functionality, intuitive navigation and are consistent with other channels—such as ILS listings—will have the strongest chance of moving prospects through the funnel, according to the panel. A consistent approach is vital, as sites must have real-time information beyond leasing prices, such as accurate pet fees, parking fees and costs for amenity rentals.
Whether or not an organization’s property websites are part of a brand template or individually customized, panelists agreed the sites each must match the vibe of the brand, or they will appear disjointed.
“The first site you put on that template has to be as current as the newest site—that’s incredibly important,” said Terry Moody, VP of Marketing & Technology for Toll Brothers Apartment Living. “When you’re adding features and updates, you have to be able to reproduce that for all of your other sites.”
Sometimes outside-the-box thinking can help in the quest to offer more innovative content.
“People are enamored with unit-level videos of each home, but I looked at the size of my company and realized that it wasn’t achievable at our scale,” said Gunnar Blakeway-Walen, Marketing Manager for apartment operator FLATS. “So, I used a platform that we’re all familiar with—YouTube—and devices we’re all familiar with—our cellphones—and started creating a process for teams to record their own unit-level videos that reflect the brand standards.”
Blakeway-Walen realized that YouTube is a free platform, and everyone has a cellphone, so he created buttoned-up procedures that will eventually enable FLATS to have unit-level video for each home available on its websites without breaking the bank.
An agile approach is crucial in an ever-morphing industry, according to the panel, which noted that even the most current and cutting-edge websites will eventually require a refresh.
Paul Willis is a Content Director for LinnellTaylor Marketing.