Let’s be real: many apartment websites could use a little refresh (ahem, complete revamp).
There’s either a sea of sameness or a website that leaves you frustrated because:
(1) doesn’t provide you with the info you’re really looking for and
(2) the website is overwhelming with content that gave little to no thought about the user experience.
But you’re here because you’re ready to rethink marketing for multifamily—starting with your website.
You don’t want a website that just looks good. You want one that your leasing team says,“Our inbox is exploding with leads from the website!”
So how do you make that happen?
Here are 17 real-world ways to optimize your multifamily website for higher conversions — and we’re not talking about generic advice like “make sure your apartment site is mobile-friendly.” We’re diving into the kind of digital marketing for multifamily properties that actually works—and that you can put into play today.
Marketing for Multifamily Properties: Key Tips to Drive More Conversions from Your Website
1. Swap Out Stock Photos for Real Community Shots
We’ve all seen those (cheesy) stock photos of impossibly happy people holding keys in front of a generic building. Or worse, the AI-generated stock photos. Prospects can spot those a mile away.
Instead, showcase real photos of your property. Hire a photographer to capture the little things:
- The sun hitting your pool in the morning
- A close-up of your community garden
- Residents hanging out in common areas (with their permission)
People want to see where they might live. Make it real. Make it relatable.
2. Don’t Just List Amenities — Sell the Experience
Your website says, “We have a fitness center.” Cool. So does everyone else.
What if instead, you said:
“Our 24-hour fitness center means you can crush a workout on your schedule — whether it’s a 5 a.m. run or a midnight yoga session.”
Paint a picture. Create a mental movie.
And here’s where copywriting comes in. Good copy isn’t just words on a page — it’s a sales tool. It’s how you make someone feel the value of your property before they’ve even set foot inside.
When marketing for your multifamily property, the words you choose can be the difference between a scroll-past and a scheduled tour.
Think about it: “We have a pool” versus “Imagine cooling off in our sparkling pool on a hot summer day, with a cocktail in hand.”
People don’t care about the thing; they care about the benefit they’ll get from it.
Invest in copy that tells a story, evokes emotion, and shows prospects why your community is the right choice.
3. Use Video & Virtual Tours
Virtual tours are table stakes now. But most of them are dull.
You’ve already lost your audience if your video tour sounds like a robot reading a script.
Instead, get someone from your leasing team to do a walkthrough. Let their personality shine. Include little anecdotes:
“This west-facing balcony gets the BEST sunsets. You’re going to love it.”
Better yet, consider incorporating tools like Matterport Tours and The View Pro virtual tours. These tools offer interactive, 3D virtual tours that give prospects a true sense of your property layout without the need to visit in person.
With Matterport, users can explore your property on their own terms, zooming in on details that matter to them. The View takes it a step further by providing an immersive way to highlight views from specific units, helping prospects envision waking up to that exact scene every morning.
People connect with people, not polished sales pitches. But pairing a human-driven walkthrough with cutting-edge virtual tour technology? That’s the sweet spot.
4. Add Floor Plan Filters to Make Searching Easier
Picture this scenario:
A potential resident lands on your site, clicks “Floor Plans,” and gets hit with a wall of options. No filters, and no way to narrow things down. It’s overwhelming. And guess what? They bounce.
In a recent multifamily apartment survey, conducted by Brindle Digital, 80% of renters said they’d leave a website that’s hard to navigate, and 70% said bad design is a dealbreaker.
So, how do you fix it?
Add floor plan filters.
Let visitors filter by bedroom count, price range, availability, and amenities.
Use a tool like Rent Fetch to take your floor plan page to the next level. With real-time pricing, detailed filters, and availability updates, Rent Fetch gives prospects exactly what they’re looking for without frustration.
When it comes to marketing for multifamily properties, this level of detail and convenience can set you apart from the competition. It powers the backend of all Bluprint and Brindle apartment and property management sites.
In a competitive market, ease of use is your differentiator. Make the search process seamless, and you’ll turn more clicks into conversions.
5. Make Your Contact Form Stupid Simple
Have you ever been to a website with a contact form that asked you for:
- Full name
- Phone number
- Move-in date
- Current address
- Number of pets
- Bedrooms interested in
- Mother’s maiden name (kidding)
- Reason for moving
No one’s filling this out.
Your contact form should require the bare minimum:
- Name
- Phone number
- Message
That’s it. Keep it simple, and you’ll get more leads.
Want to ask for more info? Go for it! You can add optional fields like the desired move-in date or adding a message for the team.
But keep them optional. The goal is to lower the barrier to entry.
6. Create Urgency with Limited Availability
Let’s say you have a few units left in your most popular floor plan. Don’t keep that a secret.
Add scarcity to your floor plans page
Here’s where Rent Fetch comes in. With real-time availability and pricing, you can enable your website to show exactly how many units are left — creating a sense of FOMO that gets prospects to act fast.
And it’s not just about urgency. RentFetch also updates availability instantly across your website, so prospects always see the most accurate information. No more outdated listings or calls about units that are already taken.
Plus, Rent Fetch features a bold “sold out” banner that marks unavailable units, reinforcing scarcity and encouraging prospects to inquire about the next available space.
Scarcity works. Make it real-time, make it accurate, and watch those inquiries roll in.
7. Highlight Your Pet-Friendly Policies (and Make It Fun!)
Everyone says they’re pet-friendly, but few properties highlight it, especially on their multifamily website.
Instead of just saying “We allow pets,” try this:
“Got a furry roommate? They’re welcome here! Our dog park and pet wash station will make their tails wag.”
Pro tip: In marketing for multifamily, showcasing real community pet photos on your website can make your property feel more inviting and authentic.
8. Showcase Social Proof Where It Matters
In Brindle Digital’s recent apartment market survey, 92% of renters said online reviews influence their decisions. So, if you’ve got great reviews, don’t hide them on a separate page. Bring them to the forefront where they can make an impact.
For example:
- Add a review next to your floor plans: “Love my 2-bedroom unit! The layout is perfect.”
- Include a testimonial on your contact page: “The leasing team made my move-in process seamless.”
Social proof builds trust, and trust leads to conversions. So, ensure your reviews are visible and accessible throughout your site — not just buried in a “Reviews” section.
9. Offer Instant Tour Scheduling
People don’t want to wait for someone to call them back to schedule a tour.
Solution: Add a self-scheduling tool to your multifamily or apartment website design. Let prospects pick a time that works for them.
10. Use Local SEO to Your Advantage
Most prospects start their apartment search with Google.
So if your site isn’t optimized for local SEO, you’re missing out on traffic.
Here’s what you can do:
- Add location-specific keywords (e.g., “Austin one-bedroom apartments”)
- Create content around your neighborhood (restaurants, parks, schools)
- Ensure your Google Business Profile is up-to-date
11. Create a Resident Portal That’s Easy to Access
Residents appreciate convenience. Make sure your website has an easy-to-find resident portal where they can:
- Pay rent
- Submit maintenance requests
- View community updates
Include a link to the Residents page in your top header, footer, or in the expanded hamburger navigation for quick access. For example:
Bonus: Include an FAQ section to reduce calls to your leasing office.
12. Avoid Corporate Jargon
Nothing kills conversions faster than corporate jargon, especially when it comes to marketing for multifamily properties. Phrases like “We strive to offer unparalleled service” don’t mean anything.
Write like a human. Keep it conversational.
13. Lead with a Clear, Compelling Hero Message
Your hero section (the first thing visitors see) should include:
- A compelling headline
- A clear value proposition
- A strong call to action
Example:
“Find Your Perfect Home in Downtown Denver — Schedule a Tour Today.”
14. Include a Lead Magnet
Offer something valuable in exchange for contact info:
- A moving checklist
- A local guide
- Exclusive offers for new residents
15. Add Personalization
Use dynamic content to personalize the experience. For example:
- Show available units based on the visitor’s location
- Highlight promotions for first-time visitors
For more tips on how to improve user experience check out our Multifamily Site Design Checklist.
16. Optimize Your Website’s Load Speed
Slow websites kill conversions. Period. In marketing for multifamily, a sluggish site can turn potential renters away fast.
Solution:
- Compress images
- Minimize code
- Use a fast hosting provider
17. Use Pop-Ups Wisely
Pop-ups can be annoying, but they work when done right. Offer valuable information or special deals in a pop-up to capture attention without disrupting the user experience.
And please, limit to one pop-up announcement that doesn’t repeat on every new page load.
What’s Next for Your Multifamily Marketing Strategy?
Optimizing your multifamily website design isn’t just about aesthetics—it’s about conversions. When marketing for your multifamily property, every website optimization, from real photos to smarter CTAs, brings you one step closer to a website that doesn’t just attract visitors but turns them into leads.
Imagine logging in tomorrow and seeing a surge in inquiries, filled-out applications, and booked tours—all because you took action today.
The strategies are here. The next move? That’s up to you. Book a demo with us today.
