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Is Your Property's Website Doing Its Job?

Anyone Home
December 8, 2023

Your property’s website isn’t just an online presence—it’s a tool for generating quality leads and converting them into signed leases. Its primary goal? To entice potential renters to book tours and, ultimately, choose your apartment community as their new home. And your website might be doing exactly that! However, there might be little adjustments that can be made to take a website that is simply doing its job and turning it into a job well done.

Is your website loading quickly and efficiently?

Picture this: a prospective renter clicks on your website link, eager to explore your property. But instead of being greeted with vibrant images and informative content, they’re met with a slow-loading page. Frustration sets in, and within seconds, they’ve moved on to another option.

Your website’s loading speed matters—a lot. In today’s fast-paced digital landscape, users expect instant access to information. Slow-loading pages not only deter visitors but also impact your search engine rankings.  

After evaluating your website’s current loading speed, talk to your web developer about what might be causing any slow-loading pages. This could be as simple as unoptimized or heavy images, browser caching, or HTTP requests. Whatever the cause, they can set you up so your website is optimized for fast loading. Optimizing your website’s speed isn’t just a luxury, it’s a necessity for engaging potential residents and keeping them on your page.

attention span website

Is your website tracking the right metrics to accurately gauge marketing efforts?

Beyond aesthetics and functionality, your website should serve as a data goldmine. Tracking the right metrics helps you understand user behavior, measure marketing campaign effectiveness, and make informed decisions to optimize your online presence. But many organizations have yet to fully capitalize on the new Google Analytics 4 that recently released this year.

And GA4 is powerful. It is now able to tell a better story in your metrics, sharing more specific interactions on website pages such as engagement rates which combines time spent on a page with things like scrolling, clicking, and highlighting done by website visitors. This could include scrolling, clicking, highlighting, and more.

By understanding these metrics, you can fine-tune your marketing strategies and enhance your website’s performance continually. Reach out to your web developer and an SEO company so you can iron out any wrinkles. Spend some time training your marketing teams in GA4 so they can better understand and take advantage of its data.  

It might feel tedious in the short-term, but it will greatly benefit you in your 2024 marketing.

Does your website paint a clear visual of what life is like living on the property?

Your website acts as a digital ambassador for your property. It’s often one of the first impressions potential renters have of your community. Ask yourself: does your website accurately portray the essence and unique features of your apartments?

High-resolution images, detailed and interactive floor plan browsers, virtual tours, and compelling descriptions can make a world of difference. Your website should showcase the best aspects of your property, highlighting amenities, location advantages, and the lifestyle residents can expect.  

Additionally, a potential renter browsing your website should be able to envision themselves living in your community. Captivating visuals, testimonials or reviews from current renters, and engaging content that showcases the lifestyle your property offers are essential.

Utilize videos, blog posts, or resident stories to illustrate the experience of residing in your apartments. Showcase community events, nearby attractions, and the overall vibe of the neighborhood. The more vividly you paint this picture, the more compelling your property becomes to potential residents.

video marketing stat

Authenticity is key and presenting an accurate depiction of what your property offers builds trust and attracts the right ready-to-lease renters.

Does your website progress your leasing cycle?

Your website is a lead generating tool, ensuring ready-to-lease renters can connect with your leasing agents when they’re ready to tour or make their move-in plans. As leads become interested, tools such as Chatbot or a tour scheduler capitalizes on their interest and captures the lead information for your on-site teams.

Your property’s website isn’t just an online brochure. It is a powerful tool for driving leads that will eventually turn into leases. By ensuring that your website excels in these areas, you can effectively attract and convert leads, turning website visitors into enthusiastic, new renters. With the competitive market we are facing as we head into 2024, every adjustment matters.

Interested to see how you can uplevel your property’s website today? Watch our latest webinar here.

If you’re interested in leasing smarter with Anyone Home, BOOK A DEMO to learn more. 

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