Leads are the name of the game in apartment marketing. A solid lead is on its way to becoming a fully leased resident. So, the more leads, the better — yes?
The problem is, how can you get more quality leads without spending an absurd amount of money?
Our solution is to improve your conversion rate — when visitors take a desired action on your website and become a qualified lead.
We’ve got 5 actions you can take right now to easily improve conversions on your apartment website. Making these improvements will bring your conversion game back to where it was meant to be!
How to Improve Your Apartment Website Conversions
Strategize Call to Actions
Improving your apartment website’s conversions goes hand in hand with your call to actions.
Take a look at the CTAs on your site. Are you giving prospects solid reasons to take action now? Are you providing them with the right new steps in their renter journey?
“Apply Now” is the primary CTA we see across apartment community websites. This may be good for those who are ready to buy and submit an application. However, not all prospects visiting your website are at the stage in the journey of pulling the apartment application trigger.
Most potential renter’s who visit your website are in the consideration stage of the journey. They want to know more about who you are as a community and what your community can offer them. With that being said, create a strategy that provides diverse CTAs across your website to help guide them along every stage of the renter’s journey.
Here are some potential CTAs to try out:
- Watch a video tour of your potential home
- Download our Cheat Sheet to Taking an Apartment Tour
- Subscribe to our blog for community updates
- Get up to $200 off your first month’s rent
- Schedule a tour today
- Take a virtual tour
- Still deciding? Have our leasing specialist contact you!
Test out these CTA recommendations and watch your conversions not only improve but become better quality because you took into consideration their stage in the process.
Demonstrate Social Proof
Showing social proof is another easy way to improve your conversions. Social proof is when people make their decisions based on what most other people do.
Social proof can be offline or online. But, let’s focus on social proof on your apartment website.
Examples of demonstrating social proof on your site can be highlighting renter testimonials or showcasing awards and recognitions.
Break up your written content with snippets of renters’ personal experiences with your apartment community. While visitors are reading and browsing your content, they will be interrupted with a personal story to validate your “luxury lifestyle” or “customizable floor plans.”
Or create a testimonial page where you can house all positive renter testimonials for prospects to see and social proof to be established.
Awards and recognitions from any strong third party authority can really benefit your social proof and improve conversions. In addition, it reinforces a prospect’s decision knowing the community they chose has “evidence” to back up their claims.
Integrate a pop-up
Website pop-ups are easy ways to quickly and effectively improve conversions. A pop-up is a small window that usually appears after specific triggered actions like clicking on a particular button or staying on a page for a certain amount of time.
Pop-ups have become increasingly popular within multifamily websites because they work. High-performing pop-ups average a 9.28% conversion rate according to recent studies.
Pop-ups work because they retain visitors’ attention by suddenly appearing on the page they are viewing. There are many different types of pop-ups you can use depending on your strategy.
Quickly grab your viewers’ attention by implementing an entry pop-up of a monthly special your community is promoting. Or collect a potential renter’s information as well as detailed information on their floor plan preference when they are about to leave the site with an exit pop-up.
If you’re looking for a way to improve conversions ASAP, then a website pop-up is the way to go.
For more detailed information on apartment website pop-ups, take a look at this blog post!
Always Follow Up
Once you’ve captured a conversion from your website, the show doesn’t stop there! Rarely does a potential renter complete the entire leasing process in one step. You’ll have to continually follow up with them until the final step of signing the lease.
There are many ways to follow up including lead nurturing emails and remarketing ads.
A lead nurturing email is a personalized email campaign that continues the buyer’s journey which can impact the buyer’s behavior.
Practically speaking, now that you have the prospect’s contact information, make your way into their inbox with a new lifestyle video, community blog post, or a resident testimonial. Send anything that will strengthen the connection you’ve already made!
Often times, the potential renter will later convert after receiving a follow-up email from the prospective community. Additionally, you can automate your lead nurturing email campaign, and automatically send them to every new lead. This also helps to add extra support to your leasing team’s follow up actions.
One of the best ways to steadily keep your prospect’s attention is through remarketing ads. Simply put, remarketing ads are the pair of sunglasses you looked at once that keep following you around the internet until you finally say, “to hell with it” and purchase them.
Run your remarketing ads as banners on other sites and also on social media. Follow up with lead nurturing emails and remarketing ads and see your apartment website conversions skyrocket!
Provide Open Channel of Communication
Lastly, to improve conversions, you’ll want to make available an open channel of communication on your website. An example of this type of communication would be a live chat.
Research shows that a live chat can increase online leads by an average of nearly 40%. That’s quite impressive!
A live chat is a simple way of engaging with your prospects immediately on your website. Visitors can ask questions and have their answers straight from the source within a few seconds. The sooner potential renters get their questions answered, the sooner they submit an application.
An open channel of communication can leave website visitors feeling satisfied knowing that their questions have been answered quickly and effectively. They leave the interaction with a positive view of the site and apartment community.
Looking to significantly drive up your conversions? Live chat capabilities might be just what your apartment website needs.
The multifamily market is nothing short of competitive, but the demand is higher than ever.
After reading this, you may be realizing it’s time for your apartment community to step up to the plate and make some much-needed improvements to increase your website conversions.
Take these 5 tips with you as you create a personalized strategy for improving conversions.
You can always come to us for help or advice along the way. Contact a digital marketing specialist today! We’re your partner from lead to fully leased.
Taylor Boyd is a digital marketing specialist with REPLI.
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