Multifamily property owners need to have a web site that's up to standards in order to attract residents.
Rental property marketers are likely aware that prospective residents do a lot of online research before deciding to view or rent an available unit. For that reason, it's important to make sure web marketing efforts match up with property owners' and operators' values while remaining true to the rental property itself.
It's important to pay attention to popular web design trends to keep pace with competitors while also keeping in line with the property company's branding strategy. For instance, a popular trend is crafting a design with classic or vintage features. Sepia tones and a vintage-inspired font are hallmarks of this kind of design, which serve a purpose other than simply having an attractive website. Unique or memorable branding allows residents to recognize properties under the same company umbrella during their property search.
Don't underestimate the value of photos on a Multifamily property website, because prospects want to see true-to-life photos of units and surrounding areas. To increase interest in specific units and properties, owners remember that high-resolution images aren't just the best way to go — they're the only way to go. Instead of hastily posting a website photo collage, include one high-res photograph on the homepage and sort the rest in an easy-to-access photo gallery, which is also an effective way to keep prospects flipping through pictures and staying on the site.
Mobile and tablet sites are also things to keep in mind, both of which open up the possibility for more search results. But don't be complacent, because some things won't translate well from desktop to mobile device. A site can't simply be replicated and scaled down. Mobile sites need fewer high-quality images, which can essentially increase loading time. Copy needs to be concise and contain only the most essential information. The more users have to scroll, the less time they will spend on a site.
It's also important to focus on the less-glitzy aspects of website design. Performing an SEO audit or site review to check up on crucial functions like keywords and linking can provide assurance that a site is still optimized. Also, get rid of heavy coding that slows down a site's speed - prospects like fast sites, and search engines reward quick web pages.
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