Making your apartments visible online.

How To Build Your Multifamily Web Presence And Be Found Online

May 6, 2020 8:46 am Published by Leave your thoughts
Last Modified: December 29, 2023 2:26 pm
Reading Time: 13 minutes

The online presence of a business is essential for any growth, especially for apartments and leasing strategies. To be found online, you have to establish certain practices that will ensure that you appear when someone is searching certain terms. However, a web presence extends far beyond just the search engines. Your online presence also includes how people interpret you, and what they will think of when they see your business online. In short, your digital presence now acts similarly to a storefront, where someone can navigate to your website and determine their thoughts, feelings, and opinions of what you have to offer.

Apartment online visibility and marketing strategies are the combined tactics used to enhance the digital presence of leasing properties. It’s crucial for attracting potential residents and providing an immersive, informative, and engaging online experience.

In my experience, the top apartment marketing campaigns do more than just the usual. They tell a story that connects with people, turning the place into not just somewhere to live but a community they want to join. What really stands out to me is how telling stories can make a big difference in marketing. From what I’ve seen, bringing the local culture and community into your marketing really helps get people interested and involved.

With the right apartment marketing tactics, you can ensure that when any prospects find you online, they’re happy with the results. Beyond a promising online presence, you want to provide people with a pathway to continue through your leasing funnel, and help them to develop the desire to be a resident in your property!

The Foundation Of Your Web Presence

Discover what a multifamily online presence is made out of and round out your marketing approach with the following points! The better your local presence online shines, the more your property will grow and gain new leases. These foundational strategies will enable your leasing experience to be smooth and give you peace of mind that you aren’t losing potential prospects along the way. 

There are a variety of factors that play into your online web presence and have an impact on your visibility. There is not a magic silver bullet that will help you to rise to the top, but rather a combination of strategy and tips that help you grow over time. When the following elements work together, they provide your property with greater online searches, appearances, and traffic. Review each of the following topics in-depth to ensure a positive upward trend in your property visibility! 

  • Responsive Website
  • Property Listings
  • Contact Information
  • Online Leasing
  • Social Media Profiles
  • Community Blog:
  • Online Reviews and Testimonials
  • Virtual Tours
  • Amenities Showcase
  • Online Resident Portal
  • Online Advertising
  • Search Engine Optimization (SEO)
  • Email Marketing
  • Community Events Calendar
  • Chat Support
  • Professional Photography
  • Floor Plans and Pricing
  • Paid Advertising 
How to be found online.

The Digital Landscape for Apartment Rentals

Digital marketing in the real estate industry really took off with the start of the internet. Since then, it’s changed a lot because of new technology like smartphones, virtual reality, and tools that help us understand big amounts of data. This has made a big difference in how we buy and sell homes today.

As most industries continue to evolve, the apartment industry is no exception. Today, modern apartment marketing trends exist and use technology to better their online appearance. As you consider how to improve your current rental strategy, contemplate the current trends that exist within the multifamily world.

The current trends include immersive virtual tours, the use of big data for targeted marketing, the integration of AI for personalized experiences, and an emphasis on mobile optimization due to the increase in mobile searches.

Relevant trends for online behavior can also impact apartment searches and tenant characteristics. You can learn a lot by reviewing the multifamily digital landscape and exploring the changes your property needs to make. Your digital technology and approach play a massive role in attracting new tenants. Review the trends below as you prepare to grow your property!

Increased use of virtual tours and 3D walkthroughs to provide a more immersive online viewing experience for potential tenants.

  • Augmented Reality (AR) and Virtual Reality (VR):

One trend that really impresses me is the use of augmented reality (AR) and virtual reality (VR) in apartment viewings. This technology has transformed how we showcase properties, offering an immersive experience that static images or traditional tours can’t match.

Experimentation with AR and VR technologies for virtual staging and interactive property exploration.

  • Video Content:

The rising popularity of video content, such as property walkthroughs, neighborhood highlights, and resident testimonials, for effective storytelling and engagement.

Websites with videos can keep users on the page up to 88% longer.

  • Influencer Marketing:

Collaboration with local influencers and bloggers to promote apartment communities and reach a broader audience.

Implementation of chatbots and AI-powered tools for instant communication, answering queries, and providing information to potential tenants on websites.

  • User-Generated Content (UGC):

Encouraging residents to share their experiences through reviews, photos, and testimonials, contributing to authentic user-generated content. Research shows that over 70% of tenants use online reviews as a primary step in finding a new apartment.

  • Localized SEO Strategies:

Increased focus on localized search engine optimization (SEO) strategies to ensure apartments appear in relevant local searches.

  • Mobile Optimization:

With 80% of internet users owning a smartphone, mobile-friendly websites are crucial for reaching potential tenants. Ensuring mobile-friendly websites and applications to cater to the increasing number of users accessing information through mobile devices.

  • Personalized Marketing:

Adoption of personalized marketing strategies, including targeted email campaigns and content tailored to specific tenant demographics and preferences.

  • Smart Home Technology Integration:

Promoting apartments with integrated smart home technologies for security, energy efficiency, and convenience.

25% of apartment hunters consider smart home features as a deciding factor. Integrating and highlighting these technologies can make your property more appealing.

  • Community Engagement through Apps:

Development and utilization of community-specific apps for residents to connect, access services, and stay informed about events.

Ensure your website is ADA-compliant to reach a wider audience.

Your Online Portfolio: Optimizing Property Listings 

Your online listings stand as the reflection of your property to your future residents! While many residents may find you while driving by or due to local proximity, the ones who find you online will make their decisions through your property listing. Consider your property listings as of the same importance as a physical location or brick-and-mortar store. Just as you would want to present your best information and imagery, the same you want to do it online. Follow the steps below to optimize your property listing and create the best versions possible:

High-Quality Photos: 

  • Include clear, high-resolution images that showcase the best features of the property.
  • Capture different angles of each room and highlight unique selling points.
  • Properties with professional photos see a 50% higher lead conversion rate.

Virtual Tours and 3D Walkthroughs:

  • Offer virtual tours or 3D walkthroughs to provide an immersive experience for online visitors.
  • Enable potential tenants to explore the property remotely.

Accurate and Detailed Descriptions:

  • Write compelling and accurate property descriptions.
  • Highlight key features, amenities, and any recent upgrades or renovations.

Highlight Key Amenities:

  • List and describe the amenities available in the property and the community.
  • Mention features like fitness centers, pools, in-unit appliances, and pet-friendly policies.

Provide Floor Plans:

  • Include detailed floor plans to help potential tenants visualize the layout.
  • Label rooms and dimensions for each space.

Local Area Information:

  • Include information about the neighborhood, local attractions, schools, parks, and public transportation.
  • Highlight proximity to shopping centers, restaurants, and entertainment.

Pricing Information:

  • Clearly state the rental price and any additional fees.
  • Offer incentives, discounts, or special promotions if applicable.

Clear Contact Information:

  • Ensure that your contact information is prominently displayed.
  • Include multiple contact options such as phone numbers, email addresses, and a contact form.

SEO Optimization:

  • Use relevant keywords in your property description and title to improve search engine visibility.
  • Optimize meta tags and descriptions for better search engine performance.
  • Long-tail keywords in real estate searches have a 36% higher conversion rate than generic searches. Tailoring your website’s content to include specific, long-tail keywords.
  • Incorporate neighborhood-specific phrases and amenity-focused terms into your content. This approach not only improves SEO but also ensures that the traffic to your site is more relevant and likely to convert into leases.

Professional Copywriting:

  • Hire a professional copywriter to craft engaging and persuasive property descriptions.
  • Use language that emphasizes the lifestyle and benefits of living on the property.

Highlight Energy Efficiency:

  • If applicable, showcase any energy-efficient features in the property, such as solar panels, smart thermostats, or energy-efficient appliances.

Include Tenant Testimonials:

  • Feature positive testimonials from previous tenants, if available.
  • Highlight positive experiences to build trust with potential renters.

Online Reviews and Ratings:

Multiple Listing Platforms:

  • Utilize multiple online listing platforms to increase the property’s exposure.
  • Ensure consistency in information across all platforms.

Highlight Security Measures:

  • Emphasize security features such as surveillance systems, secure entry systems, and well-lit parking areas.

Promote Community Events:

  • If applicable, mention any upcoming community events or activities in the property’s listing.
  • Showcase a vibrant community atmosphere.

Update Regularly:

  • Keep property listings up to date with accurate information and current photos.
  • Remove or update listings promptly when the property is no longer available.

By implementing these strategies, you can enhance the attractiveness of your property listings, making them more appealing to potential tenants and increasing the likelihood of successful leasing.

Apartment online visibility

The Importance Of Apartment Web Design 

Perhaps the most important element to consider while evaluating your online presence is your apartment website design. If you’re doing everything that you can to lead people to your website, the last thing that you want to happen is for the design to be poor. Your website design includes the user experience each of your potential residents will have, as well as your page speed, navigation, content, photos, and much more. If you fail to have a website that is professional and strategic, the online visibility that you do have will be of no use. 

As you contemplate the next step in the process for more online visibility, look at the current impact your website is having. You can also conduct surveys to see the feedback of current and future residents to see where it is falling short. Using tools like Google Analytics and the right SEO strategies, you can also review what pages people are visiting the most and a breakdown of your traffic. When considering your apartment website design, ask yourself the following questions:

When reviewing the quality of an apartment website, it’s important to consider various aspects to ensure that it provides accurate and helpful information for potential tenants. Here is a list of questions you can ask:

1 – Property Information:

  • Is the property information detailed and comprehensive?
  • Does the website provide clear details about the location, amenities, and features of the apartment?

2 – Floor Plans:

  • Are there detailed floor plans available for each apartment unit?
  • Do the floor plans include dimensions and room specifications?

3 – High-Quality Photos:

  • Are there high-quality photos of the apartments and common areas?
  • Do the photos provide a realistic representation of the property?

4 – Virtual Tours:

  • Does the website offer virtual tours for a more immersive experience?
  • Are the virtual tours easy to access and navigate?

5 – Pricing and Lease Information:

  • Is pricing information clear and transparent?
  • Are there details about lease terms, deposits, and any additional fees?

6 – Availability and Move-In Dates:

  • Is there information on apartment availability and move-in dates?
  • Can users easily check for upcoming availability?

7 – Amenities and Services:

  • Are all amenities listed with detailed descriptions?
  • Is there information on additional services, such as maintenance, parking, or fitness facilities?

8 – Neighborhood Information:

  • Are there details on nearby schools, public transportation, and local attractions?

9 – Reviews and Testimonials:

  • Are there customer reviews or testimonials available on the website?
  • Can you gauge the satisfaction of current or previous residents?

10 – Contact Information:

  • Is contact information readily available for the property management or leasing office?
  • Are there multiple ways to get in touch, such as by phone, email, or an online contact form?

11 – Responsive Design:

  • Can users easily navigate the site on different devices?

12 – Legal and Policy Information:

  • Are the terms of service, privacy policy, and other legal information easily accessible?
  • Is there clarity on the application process, screening criteria, and lease agreements?

13 – Interactive Features:

  • Does the website have interactive features, such as a map with nearby points of interest?
  • Are there tools for scheduling tours or submitting online applications?

14 – Updates and Maintenance:

  • Is the website regularly updated with current information?
  • Are there any notices or alerts about maintenance or other important announcements?

15 – Accessibility:

  • Is the website accessible to users with disabilities?
  • Does it comply with accessibility standards and guidelines?
Build your online web presence.

Content Marketing For Apartments

If you’re looking to make a large impact on your online visibility, consider the pivotal role that content marketing plays. It serves as a powerful tool to engage and attract potential residents. In the highly competitive multifamily market, the right content sets your property apart and also encourages people to visit your property online.

A well-executed content marketing strategy can distinguish a property and foster a connection with its target audience. Informative blog posts, engaging videos, and visually appealing virtual tours not only showcase the unique features of an apartment but also provide valuable insights into the surrounding neighborhood, amenities, and lifestyle.

In my experience, the most impactful content strikes a balance between informative and engaging. It’s not just about listing amenities and prices; it’s about conveying the lifestyle that your property offers.

The right content marketing not only helps in establishing credibility but also contributes to improved search engine rankings. Well-defined content helps ensure that the property is easily discoverable by prospective renters. Moreover, a consistent and informative content stream builds trust, positioning the property as an authority in the market.

Strategic content helps make it more likely for potential tenants to choose it over other alternatives. Content marketing is an indispensable tool for apartments seeking to enhance their online presence and connect meaningfully with their target audience.

Building An Online Reputation

Perhaps you have read the statistic already that 90% of people make their consumer decisions completely based on online reviews. Not to mention, prospects aren’t just looking for reviews from your community, they’re looking to see how you interact with your current residents. Properties that don’t answer their residents’ questions, or respond to the issues at hand, often find themselves losing the interest of prospects. This is because the way that you interact online can truly make or break your property.

Now more than ever, prospects are virtually searching for information on your community. When you make mastering your online presence a priority, you will attract a wider audience. You will also experience a greater span of reach, which will lead to higher-quality leads from a variety of locations. Overall, the practice of focusing on multifamily reputation management will allow you to dive into the world of apartment marketing in a better way. It’s time to emphasize the fact that your community’s online appearance is crucial.

Reputation management simply means using specific strategies to enhance your property’s online presence. This includes review management, social media, and internet interactions. Each of these components works together to create benefits for your multifamily community that are unprecedented by other methods. With prospects flocking to the web for information on your property, it is imperative to have an established voice in a very information-saturated world.

The essence of multifamily reputation management is centered on establishing a web presence that generates high-quality leads, and leases. By setting clear intentions for your online brand, you will be able to connect with prospects in a more personal, and meaningful way. Both online reviews and social media will help take your apartment marketing to the next level. 

Monitoring Analytics and Adjusting Strategies  

As you continue to grow your property and your online visibility, you must have the right data and process set-up to accurately assess your progress. With the right tools, you can easily see if your traffic is building and review specific analytics. The right data will help you see possible pitfalls and let you know where you should adjust your strategy. Use the steps below to create the best plan for monitoring your web presence and making sure you can be found online!

Step 1: Define Key Metrics and Goals:

Start by clearly outlining the objectives of your online visibility efforts. Determine key metrics such as website traffic, conversion rates, and engagement on various online platforms. Make sure to establish specific, measurable goals to track the success of your campaign.

Step 2: Conduct a Website Audit:

To gather initial information, evaluate the effectiveness of your apartment website. Assess factors like website speed, mobile responsiveness, and overall user experience. Ensure that all relevant information is easily accessible. Use tools like Google Analytics to gather data on website traffic, page views, and user behavior.

Step 3: Implement SEO Strategies:

Now it’s time to optimize your website for search engines to enhance visibility. Conduct keyword research related to apartments and incorporate these keywords naturally into your website content. Pay attention to meta descriptions, headers, and alt text for images. 

Step 4: Leverage Content Marketing:

For any business to be online, you need to develop a robust content marketing strategy to create valuable, relevant, and shareable content. Regularly publish blog posts, articles, and videos that highlight the unique aspects of your apartments, the neighborhood, and lifestyle. Monitor content engagement metrics such as social shares, comments, and time spent on pages to gauge their effectiveness.

Step 5: Utilize Online Analytics Tools:

Take advantage of online analytics tools to track and measure your online visibility. Google Analytics, Google Search Console, and other SEO tools provide valuable insights into website performance, search engine rankings, and user behavior. Monitor social media analytics to assess the impact of your social media presence. Regularly review these analytics to identify trends and areas for improvement.

Related Concepts:

Consider exploring the role of big data in understanding tenant preferences, the impact of social media marketing in creating community engagement, and the use of predictive analytics for optimizing pricing strategies.

Bonus Step: Gather Feedback and Adjust:

Actively seek feedback from current and potential tenants. Use surveys, reviews, and social media comments to understand their preferences and expectations. Adjust your online visibility strategy based on this feedback, making continuous improvements to better meet the needs and interests of your target audience.

Unique Insights and Misconceptions

  1. More Content Equals Better Visibility: While consistent content is beneficial, the quality and relevance far outweigh the quantity. Google’s algorithms favor content that provides real value to readers, not just a high volume of posts. A study by HubSpot revealed that quality content leads to 3 times more leads than traditional outbound marketing, emphasizing the need for well-researched and user-focused material.
  2. SEO Is a One-Time Effort: SEO is an ongoing process, not a one-off task. Market dynamics, algorithm updates, and changing user behavior necessitate continual adjustments and updates. According to Moz, websites that regularly update their content can see a positive impact on their rankings, as fresh content is often seen as more relevant to users.
  3. Negative Reviews Will Ruin Your Online Presence: While negative reviews aren’t desirable, they won’t necessarily ruin your presence. Instead, how you respond matters. A survey by ReviewTrackers found that 45% of consumers are more likely to visit a business if it responds to negative reviews. Thoughtful responses can turn a negative into a positive, showing potential tenants that you’re proactive and care about resident satisfaction.
  4. Virtual Tours Are a Nice Extra, Not a Necessity: In today’s market, virtual tours are becoming increasingly expected, especially post-pandemic. RealPage reports that properties offering virtual tours see a 49% higher lead-to-lease conversion rate. This tool isn’t just a flashy add-on; it’s a critical component of showcasing your property effectively.
  5. Paid Advertising Is the Fastest Way to Attract Tenants: While paid advertising can be effective, it’s not the only or always the quickest way to attract residents. A comprehensive strategy including organic search optimization, local SEO, and engaging, informative content often yields more sustainable and cost-effective results. According to Sprout Social, 70% of consumers feel more connected to a brand when they provide content that interests them, rather than direct ads.
  6. Leverage Local Events and News: Engaging with your community through local events and news can significantly enhance your local SEO efforts. Sharing information about local happenings on your blog or social media not only boosts your community profile but also aligns with Google’s preference for locally relevant content.
  7. Optimize for ‘Near Me’ Searches: As mobile searches continue to rise, so do ‘near me’ queries. Ensure your property appears in these searches by including location-specific keywords and phrases in your content and metadata.
  8. Use Data-Driven Personalization: Tailor your content and marketing strategies using data from your website and social media analytics. Understanding what your audience engages with allows you to create more of what works and less of what doesn’t, making your marketing efforts more efficient and effective.

Get a stronger online presence today! Work with apartment marketing professionals

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This post was written by

Isabella Housel

Isabella Housel is a passionate and versatile professional writer with a deep love for words and a commitment to crafting compelling content that engages, informs, and inspires. With many years of experience in the industry, she has honed her skills across various genres, from creative storytelling to informative articles and technical documentation.


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