Renters Swipe Right: How to Attract with Your Property’s Website

For renters, finding their future home is much like dating. There are plenty of fish in the sea, especially today, and yet they’re still looking for the “one.” This leasing season is going to be all about standing out while still maintaining authenticity and trust in your digital presence to attract the long-term renter of your dreams! Your property’s website is going to either attract or repel potential renters, much like a dating profile. This is how we think you can make it count to bank on that first date (or scheduled tour 😉.)

First Impressions: Home Page

Your website’s homepage is one of the most important pages on your website. Why? Because, just as with dating profiles, this is your chance at a stellar first impression and spark of interest. This means having an attractive layout, high-quality images, and compelling descriptions that align with your property’s brand.

It might feel tempting to go all in on the sparkle, there’s a balance between too much and too little. A home page can be beautiful without being overwhelming, yet a home page cannot be beautiful without a bit of sparkle to it.  

One thing we know to be true: movement attracts the eye. Whether it’s animation of the copy or video in the background, even soft movements make a website come to life. The opening screen should make them want to keep scrolling and it should feel natural. Otherwise, the

Personality: Highlight Unique Features

While there are many “fish in the sea” or apartments a renter can choose from, your website is a chance to stand out to those on the hunt. What separates you from all of the other neighboring properties? What value do you provide? Let those answers be the guide in designing your property’s website. Show off your photos, videos, amenities and all the wonderful things you have to offer. Make sure your most valuable offerings as a property are showcased through visuals so that prospects cannot miss it.

No Catfishing: Authenticity and Transparency

There is nothing like the disappointment of being sold a dream only to find out it is just that. Much like how a dating profile provides opportunity for transparency, your website should be authentic to your property’s reality.  Providing as much transparency as possible, especially when it might impact their decision to sign a lease, will ensure that those who book a tour are truly interested.  

Interactive Floor Plan Browsers (IFPB) are a great opportunity to provide transparency on your website. This allows prospects to look at available units and the location of those units in real time, giving them the complete picture of what living in specific units would look like. Near a trash chute? Might not be everyone’s cup of tea. Close to an elevator? Some may take issue.

While it might feel counterintuitive to give a complete picture that could deter an interested renter, it leaves room for little disappointment or surprise when they see it in person. An IFPB will take away the potentially negative shock-value when leads tour the unit, resulting in a greater chance at making them an official renter.

Swiping Right: Easy-Access Chatbot with Tour Scheduler

If a potential renter is ready to see the property in-person, booking a tour should be made easy for them. Make sure your call-to-actions are frequently placed throughout your website as well as in your navigation bar.  

To make the process even simpler for leads, you can embed a renters-first AI chatbot to your website, where they can learn more about your property while offering the preferred tour of choice: agent guided, self-guided, or even a virtual tour! The embedded tour scheduler also allows the prospect to pick a date and time that best fits their schedule, making the process smoother and more convenient overall.  

While your property’s website isn’t completely like a dating profile, the parallels between the two underscore the importance of effective marketing strategies in attracting renters. By implementing the same approach as one would in the dating world, multifamily marketers can significantly increase the odds of a converted lease and a perfect match. After all, when it comes to both love and living spaces, finding the perfect match can result in long-term happiness and satisfaction.

Interested in how you can make more renters swipe right? Chat with us about Anyone Home Websites powered by Razz.

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