Apartment Website Design: Make Your Site the Center of Your Property’s Digital Universe


Your Apartment Website is the Center of Your Digital UniverseYour website is the center of your digital universe.

Much like the leasing office is the center of a physical property’s universe; the website is the center of today’s digital premise. There is no better place – no internet listing service, no visiting site, no social media site –to credibly talk about your property than your website.

All roads should ultimately lead, without detour, to your website.

A property’s best opportunity to quantify and communicate value, show offerings and list services to establish and maintain the highest possible occupancy rates in the market is through a properly optimized website. Your entire digital presence should circle back to your 24/7 store. It’s your shopping cart, and its job is to engage and convert visitors into leads and leases.

A custom website drives action with engaging content – like 3-D floor plans, photos, videos, real-time pricing and availability – to maximize a property’s organic traffic. A good design, supported by ongoing search engine optimization, can become a leading source of low-cost leads.

Highlighting a property’s features, quantified and in a managed capacity, is essential in the lead capturing process. An apartment community that is caught off guard by poor reviews or ho-hum, outdated, or out-of-sync information gets overlooked.

Apartment website design and content will connect with seekers, but a property must first get in touch with its own universe.

Know thy customers and their personas.

Personas vary by location, surroundings, job market, housing market and other factors. So, it’s important for a property to determine the type of personas that make up the target market, and get employees and staff in step. Look at…


Think of your target consumer and what your property represents. Is the apartment community urban? Is it designed for families, singles and/or professionals?

Location, Location, Location

Apartment seekers are interested in proximity to schools, activities, convenient retail options and, with a growing segment, public transportation. A good website should highlight any and all of these amenities that are nearby.

Service Expectations

There are certain services that people expect, services that are quickly becoming the norm. One is the way the next generation communicates online. It’s important to understand a prospective resident’s service expectations, especially technology. Online leasing, bill pay and many other services are now in demand by residents and prospects. Websites can easily accommodate these many service requests.

Mobile is In

The statistics are overwhelming. By 2014, mobile usage will surpass desktops, according to industry experts. People are using mobile more and more, and it has grown exponentially. Only half of all websites today, however, are designed for mobile.

When a property owner or manager fully understands the types of customer personas, it’s only then that a website is capable of delivering the right message and unlocking its full potential.

Is your property’s website doing everything in creation to qualify and communicate value?


Contributing Editor, Property Management Insider
President, Ballpark Impressions, LLC

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Tim Blackwell is a long-time publishing and printing executive in the Dallas/Fort Worth area who writes about the multifamily housing and transportation industries. He has contributed numerous articles to Property Management Insider, and worked as a newspaper reporter in the D/FW area. Blackwell is president of Ballpark Impressions, and publishes the Cowcatcher Magazine. He is a member of the Fort Worth Chapter/Society of Professional Journalists.

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