Client story: ONE Properties on transforming website engagement

A property website isn’t just a digital storefront — it’s a vital tool for engaging renters and driving leads. ONE Properties, a leader in Canadian real estate portfolio management, understands this well.

When their websites started feeling outdated and inconsistent, they partnered with REACH by RentCafe to launch a comprehensive overhaul. The results? Improved visibility, higher engagement and a surge in qualified leads.

We sat down with Shannon Morgan, multifamily marketing manager at ONE Properties, to discuss how this transformation unfolded.

About ONE Properties and Shannon’s role

ONE Properties is a full-service real estate company based in Canada with expertise spanning acquisition, development, leasing, asset management and property management. Their diverse portfolio includes multifamily residential, retail, industrial and office properties, with a focus on delivering exceptional spaces for their tenants and investors.

Shannon Morgan plays a critical role in managing all facets of marketing and resident experience for the company’s multifamily portfolio. Her work ensures that ONE Properties’ branding, communication and renter-facing strategies align with their mission to deliver innovative and thoughtful real estate solutions.

“My role focuses on creating a seamless resident journey, from the first digital interaction to move-in day and beyond,” shared Shannon.

Why a website refresh was overdue

“We knew that over time our websites had become dated and inconsistent. We’d had a number of people working on them and making tweaks at different stages in our developments,” said Shannon. “We wanted to do a complete overhaul, with a major focus on UX and conversions. We also wanted to have a consistent look and feel when people landed on our homepages.”

This decision led to the refresh of four existing websites — Versus Living, BLVD Beltline, Citizen on Jasper and Southpark on Whyte. “The goal was to create a unified look and feel, so anyone landing on our sites would immediately recognize the brand.”

Choosing REACH as a trusted partner

The decision to work with REACH came naturally for ONE Properties. “We were already using RentCafe to host our sites. We weren’t sure of the overall workload and cost that would be associated with a total refresh across five sites. But when we reached out to the REACH team, they were eager to take on the project and provided a timeline and affordability that worked well for our team.”

The collaboration was smooth and efficient. “Jacob and Katie on the REACH team provided us with some fantastic templates to work off of and were happy to discuss customization options as needed.”

The entire project — from the first conversation to the final site — took just three months. “We completed one website in its entirety, and the other four were quick to follow based on that approved template and style.”

Results that speak for themselves

The revamped websites were designed with one goal in mind: conversion. Shannon described the approach, saying, “Our intent was to keep them clean, simple and VERY conversion focused. We have two options on the landing page: view available apartments and book a tour. No more busy menus taking up real estate. Images and text are very clean, concise and to the point. We wanted potential renters to land on our sites, be impressed and book an appointment to view.”

The results have been impressive:

• Impressions growth: From 1,688 in April to 21,944 in August, reflecting growing visibility.
• Engagement rate: Consistently above 60%, showing meaningful interactions.
• Organic leads: From 4 in May to 32 in August, a remarkable increase in interest in ONE Properties’ listings.

“Our analytics show that the refresh, along with complementary ad campaigns that closely mirror the sites, has led to an uptick in qualified leads. People can now quickly access the information that matters, and we empower our teams to fill in any gaps once they register or book an appointment.”

Feedback and lessons learned

ONE Properties is thrilled with the new websites. “Our teams love the simplicity of the sites. We feel strongly that this has created a much more streamlined customer experience that sets us apart from our peers.”

With a unified digital presence, ONE Properties is well-positioned to continue growing their portfolio and engaging renters effectively. Their journey showcases how a strategic partnership with REACH can lead to transformative results.

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