5 ways to convert more renters on your website  

Each renter visiting your website has a unique story. Budgets, timelines and needs vary dramatically. So, how do you create a positive experience for everyone? What’s the best way to engage different renters and convert traffic?

We discussed it all in a recent OutREACH webcast (our ongoing series for apartment marketers). Special thanks to Chris Baldwin, senior creative marketing specialist, and Katie Shara, creative marketing specialist, for their insights.  

Let’s get to the highlights, including how to think about different renters and tips to engage them. You’ll also learn 5 effective ways to convert more renters on your website.

Think about each renter’s story

Have you tried creating renter personas as part of your marketing strategy? It involves developing detailed, fictional profiles for your prospects. You outline things like their name, background, goals and pain points to help tailor your marketing.

Renter personas should be based on research and data, but here are some examples to get you thinking:

Imagine two renters visiting your website to apply for a unit. Visualize who they are, what they’re looking for and their life circumstances (for instance, what’s causing them to move).

One renter might be rushing to find a new place, causing stress. Another may be browsing your amenities one last time — and comparing them to a competitor’s community — before submitting their application.

Consider what your website offers in both examples … can the first renter quickly find your application? Is it easy for the other to explore what your community offers?  

It’s important to think about each renter’s story and what they need when designing your website. Creating personas can help guide you.  

Catch them while they’re motivated

Heard of the Fogg Behavior Model? It says that for a behavior to occur, it takes these three elements: motivation, ability and a prompt. If someone has high motivation and/or ability, they’re more likely to be prompted to perform a behavior.

Think back to the prospective renters you imagined: They’re motivated (ready to apply for units), which makes them more likely to convert. So, when they land on your website, you want to keep that motivation going strong and prompt them to take action.

Chris and Katie recommend these strategies:

Increase anticipation. Do you have great amenities and apartment finishes? Publish high-quality, inviting photos and videos across your website. This helps show off your community’s vibe so renters can envision living there. Be sure to include engaging copy, too.  

Reduce friction. Make your website efficient, accessible and easy to navigate. Sure, having stellar photos and marketing copy is important, but so is creating a seamless user experience. Don’t forget to prompt renters with clear calls to action.   

5 ways to increase conversions

Ok, you’re thinking about different renter’s needs and how to turn their motivation into action. Now, how can you get them to the finish line?

Here are 5 ways to convert more renters on your apartment website.

1. Try nudge marketing. Whether you’re promoting specials, sharing property updates or delivering personalized messages to returning visitors, nudge campaigns are highly effective. Just tailor them to meet your specific goals.
2. Use virtual tours and floor plan videos. Both enhance the renter experience and build trust by making it easy to view available units. Add them directly to your floor plan page to reduce fatigue and keeps renters engaged.
3. Include a floor plan assistant. These guide renters along using visual and interactive features. Our data says floor plan assistants can increase leads by up to 129%.
4. Publish reviews and testimonials. Want renters to see how great life is at your community? Post reviews to show authentic resident experiences and build excitement.
5. Add interactive property maps. According to our data, these increase time spent on page up to 32%. Engrain offers next-level features that are worth exploring. Bonus tip: Display a tab directly on your floor plan page, that way renters can easily toggle between the map and floor plan view.

If you need help putting these into place, consider working with an experienced agency team. Our experts keep up with latest innovations and continuously test what’s working, resulting in award-winning RentCafe websites.

Join our upcoming webcasts

Your website is the place where all good marketing begins. With a strong strategy in place, you can cultivate brand awareness, engage different renters, generate leads and convert traffic.

If you liked the takeaways in today’s article, be sure to attend our future OutREACH webcasts! You likely receive monthly email invites if you’re using Site Manager for your website. You can also view past recordings in the Site Manager Help Center.

If you’re not getting emails, keep an eye on our social media channels and sign up there. Or ask your REACH specialist when the next webcast is.