Apartment listings: 7 things you need for better ILS performance

As a marketer responsible for leasing dozens, hundreds or even thousands of apartments, you know that optimizing your ILS listings is crucial. So do we.

If you’re a regular reader, you may have seen our 10,000-renter survey that asked what people want to see in apartment listings. Or our data on the conversion rates of different ILS features.

Now, we’re able to combine these with additional data sets to create a more comprehensive list of the ways you can improve your ILS listing performance.

The data tells us that you need these seven things for better ILS performance:

• Unlimited photos
• Unit-level photos
• Virtual tours
• Aerial views
• Side-by-side comparisons
• Reviews
• Online applications

First, we’ll share an infographic that explains everything as simply as possible. Just click the image to view, download and share the data with your team. (Or you could share the link to this article).

Below the infographic, we’ll break it down a little further and share some actionable insights to boost your leasing success.

ILS performance infographic

1. Unlimited photos

Unsurprisingly, high-quality professional photos are non-negotiable. Apartment listings with more than 20 images can increase conversion rates by up to nine times. Renters want to visualize their future home, so showcase your property with well-lit, high-resolution images that highlight your most compelling features and amenities.

2. Unit-level photos

On the topic of photos, detailed unit-level photos are vital. Unit-level photos (and tours) help potential renters determine if an apartment is a good match, so the leads you get are more qualified. Almost three-quarters of renters (74%) say that interior photos are the most influential, so don’t skimp on those.

3. Virtual tours

Virtual tours provide potential renters with an immersive experience, allowing them to explore your property from the comfort of their own home. This can be particularly beneficial for out-of-town prospects or those with busy schedules. In fact, 82% of renters say virtual tours of floor plans are important or very important.

By offering a 360-degree view of your units and amenities, you can give renters a realistic sense of the space and layout, making them more likely to schedule an in-person visit or even sign a lease online. Which explains why one 12-month study found that communities with unit-level virtual tours received 80% more applications and 72% more net leases.

4. Aerial views

Google aerial views provide a photorealistic, 3D cinematic perspective of your property and its surroundings, offering potential renters a comprehensive understanding of the community’s layout and immediate neighborhood. This feature is particularly beneficial for larger properties, as it allows prospects to visualize the scale and context of the location before visiting in person.

By integrating Google aerial views into your listings, you can highlight your proximity to parks, shopping centers and public transportation, making your property more appealing. This immersive experience can significantly enhance the decision-making process for renters, especially those relocating from different cities or states. Data from a Jan.-March 2024 study of 100,000 video views on RentCafe.com shows that listings with Google aerial views get 85% more engagements and 32% more leads than those without.

Watch this video to learn how to get more leads with aerial views.

5. Side-by-side comparisons

Side-by-side comparisons allow potential renters to easily evaluate different floor plans, pricing options and amenities across listings. This feature helps prospects make informed decisions by clearly presenting the differences and benefits of each option.

In a survey of renters on RentCafe.com, participants rates side-by-side comparisons in the top three most helpful ILS features.

6. Reviews

Displaying reviews and ratings can dramatically increase your conversion rates. Encourage satisfied residents to leave positive reviews and make sure to respond to feedback promptly so you have more reviews to display on your listings.

Properties with 10-20 reviews on ILSs have a conversion rate that’s three times higher than listings without reviews. And properties with 30+ reviews have an eight times higher conversion rate.

7. Online applications

Enabling online applications streamlines the leasing process, making it more convenient for potential renters to apply for a unit. This feature can significantly reduce the time and effort required to complete the application process, leading to 8x higher conversion rates.

Takeaways

In summary, the data shows that you shouldn’t leave potential renters guessing about your apartments. Use the power of visuals and renter-friendly features to create comprehensive apartment listings.

Renters who have the information they need to make decisions are more likely to convert into signed leases. By following these evidence-based recommendations, you can significantly boost your ILS performance and achieve your leasing goals.