Why would a great website not necessarily make an effective website for an apartment community?
Prospective renters don’t consider renting apartments in the same way they look at purchasing a good book, a computer, or perhaps selecting a dry cleaning service. There are some similarities. Once a consumer purchases a computer, they are commited for an extended period of time to make use of the product along with its weaknesses and strengths. However, a computer is a decision that is not impacted by many external factors. Choosing a computer doesn’t create a need to know where you will go to the doctor, or how far it is to the grocery store, or where the nearest fast food may be, etc. On the other hand choosing to rent an apartment can and should raise all these issues for prospective multifamily residents.
While over 50% of apartments searches begin on line and over 70% if they are moving in from out of town, as individual complexes achieving Internet visibility can be tough. This has led many apartment communities to conclude that they do not need a website. Instead they rely on the ILS community to provide web visibility.
Allowing the ILS to be your initial Internet contact is a reasonable approach to gain access to consumers, but it is not reasonable in a world where the consumer increasingly would like to make a decision without speaking to anyone that this is all the consumer will seek to know.
Consumers and therefore renters are seeking providers that will show them what they need, clearly explain what their service offers for their need, and allow them to purchase without further use of their time. The ILS is not and should not be positioned to do this for you. As the apartment manager, operator, or owner, you are uniquely positioned to provide robust and compelling community information.
Because of this the website for an apartment community is NOT equivalent to a typical “great” website. Because of this, the Apartment Marketing Site is a bit different animal. First, there is no need for glitzy high cost web design for a strong multifamily community website. The key is well organized information that allows the consumer to fully understand the services, shopping, sites, etc. that the community offers.
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