We get it. Building a lead generation website that actually turns visitors into apartment leads? It’s no walk in the park. It’s a delicate balancing act, and the truth is, if you don’t hook someone right away, they’re gone.
And here’s the kicker: it’s not that consumers have short attention spans—they’ve got short consideration spans. They don’t waste time thinking about things; they make quick decisions.
Research shows that 55% of users spend less than 15 seconds on a webpage (Chartbeat).That’s barely enough time to grab their attention, let alone convince them to take action.
If you’re not making your pitch within those first few seconds, you could be missing out on a serious opportunity to convert.
So how do you make those precious seconds count? Well, the first step is knowing what not to do.
Here are six of the most common mistakes we see on lead gen websites that can seriously hurt your chances of turning a visitor into an apartment lead:
6 Lead Gen Mistakes That Cost Apartment Leads
1. No Clear Call to Action (CTA)
Imagine you’ve found the perfect apartment listing online. You’re excited, ready to learn more, maybe even sign on the dotted line. But when you land on the website, you’re left scrolling aimlessly. You can’t find the contact page, can’t figure out how to schedule a tour, and before you know it, you’ve given up and moved on. Frustrating, right?
That’s exactly what happens when your lead gen site lacks a clear call to action (CTA). You’ve pulled in the right audience, but if the next step isn’t easy to find, potential apartment leads will keep searching.
We want to make sure visitors can go from interested to ready to sign without having to ask, “How do I?” Instead, it should be, “Should I?”
The Fix: Every page should lead visitors to their next step- schedule a tour, check availability, apply online, etc. The key is to make you CTA stand out. No hiding it in the footer or tucking it away on just one page. Make it bold, visible, and specific.
2. Weak Value Proposition
Why should someone rent from you? If your website doesn’t clearly and quickly communicate what makes your apartments the best choice, you’re leaving it up to visitors to figure it out (hint: they won’t). Without a strong, standout value proposition, you’ll struggle to generate apartment leads.
The Fix: Highlight your value right at the top of your homepage. What makes your property stand out from the rest?
Sure, you might have a great location, luxury amenities, or a killer community vibe, but what’s the big selling point that makes you the obvious choice? Maybe it’s the unbeatable views, the exceptional on-site service, or a welcoming, pet-friendly environment.
Whatever it is, make sure it’s front and center for visitors to see immediately. And don’t forget to address potential concerns. Whether it’s price, parking, or something else, make sure you’re clear about how you can solve any hesitations. Make it easy for them to envision themselves living in your community and feeling confident in their choice.
3. No Apartment Lead Capture Form
So, people are visiting your website – great! But if you don’t have a lead capture form to grab their info, they’ll leave without a trace. No phone number, no email, no way for you to follow up and convert them into apartment leads.
The fix: Add a simple, user-friendly form to key spots on your site- your homepage, the “Contact Us’ page, or even a pop-up. Make it easy for potential renters to hand over their info by asking for just the essentials (name, email, phone number).
4. Ignoring Mobile Optimization
If your website looks like a hot mess on mobile, potential renters are swiping left on you real quick. In fact, most renters are checking out apartment listings on their phones, so if your site doesn’t play nice with mobile, you’re losing leads by the minutes.
The fix: Make sure your apartment website template is fully mobile-responsive. The layout, buttons, forms- everything should look and work just as smoothly on a smartphone as it does on the desktop. Test it on all devices before you hit publish.
5. Asking For Too Much Information
No one wants to fill out a 20-question form just to check apartment availability. Asking for too much info upfront can turn potential renters off before you even have a chance to show them how amazing your apartments are.
The Fix: Keep it simple and personal. Instead of asking for all the details upfront, focus on the essentials—like their move-in preferences (unit type, move-in timeline, etc.)—before asking for personal information like email or phone number.
We’ve tested this approach with great success using two-part forms. By gathering their preferences first, the process feels more tailored to their needs, making it less transactional and more about building a relationship.
You can always follow up later for the rest of the details. Remember, you’re creating an experience that will convert visitors into apartment leads, not interrogating them.
6. Forgetting Social Proof
You know your apartments are amazing, but guess what? Potential renters might need a little more convincing. And who better to do the convincing than your current residents? If you’re to leveraging social proof- like reviews and testimonials-you’re missing out on some serious trust-building.
The Fix: Make social proof a key part of your site. Add resident testimonials, Google reviews, or even renters looking happy in common areas. The more real-life proof you can offer, the better.
Wrapping It Up
These six mistakes might seem minor, but they can make all the difference between a website that converts and one that just looks nice.
Remember, simplicity, focus, and usability are key. Whether you’re streamlining navigation, automating follow-ups, or adding social proof, each tweak gets you one step closer to generating more apartment leads and a fully booked property.
If you’re unsure where to start in optimizing your apartment website and avoiding these mistakes, don’t worry- Bluprint’s apartment website templates have got you back. And if you’re looking for even more tailored solutions, our parent company Brindle, a full-service multifamily marketing agency, offers everything from custom websites to social media management, digital advertising, and beyond.
