Client story: How The Whit’s website refresh led to more views, engagements & leads

Is a website refresh worth it? Can it really influence how renters look, engage and lease?

Let’s hear from Ariel Brooks, marketing specialist at Zidan Management Group. We recently sat down to discuss the website refresh for Zidan’s Indianapolis property: The Whit.

Her insightful interview shows that when done right, revamping your website is one of the smartest investments you can make. 

Keep reading to see how transforming The Whit’s website led to more views, engagements and leads from rent-ready customers.

The redesign also led to well-deserved recognition: The new site received an honorable mention in the 2025 Hermes Creative Awards, which celebrates exceptional creativity. Congratulations to The Whit!   

About The Whit’s website refresh

Zidan Management Group is a rapidly growing, family-owned multifamily operator and developer. They own and manage 20+ apartment communities throughout Indiana, Illinois, Kentucky, Michigan and Ohio.

When it came time to revamp The Whit’s website, the Zidan team wanted a reliable marketing partner with an experienced design team. Since the original site was built through RentCafe, the REACH team was the perfect fit.

The redesign prioritized a few key things: Sprucing up the visual appeal, optimizing pages for mobile and creating an unparalleled user experience.

Check out The Whit’s new and improved homepage below.

See the results

It’s always intriguing to pull data from a property’s original website, then compare that to the new one. That’s exactly what we did for The Whit — comparing their site 6 weeks before relaunch to 6 weeks after — and the results were impressive.

Here are some stand outs:

• 78% more views overall
• 93% increase in average engagement time
• 186% more active users visiting the leasing page

Case in point: The Whit proves that your site’s look, feel and functionality matters, and it all impacts how renters interact.

Hear from the client

Onto the interview! Ariel has been with the Zidan team for over six years, so she’s no stranger to multifamily marketing.

Our conversation covered all the important details, including goals for The Whit’s new site, the team’s experience working with REACH and what results speak to them most.

What prompted the website refresh?

Ariel: There were three main drivers for the refresh. We wanted our website to be more mobile-optimized, create a more cohesive look across our portfolio and modernize the overall design for a better user experience.

What was the original design vision? Were there specific elements you wanted incorporated?

Ariel: Definitely, we had a clear vision and several elements that were important to us. Our main goal was to make the website more media-heavy while ensuring quick access to key inner pages.

Why did you choose to work with REACH for this project? 

Ariel: Our websites are built through RentCafe, and we wanted a team that could effectively enhance their functionality and design. We knew REACH had a great track record. We appreciate the expertise and dedication they brought to the project.  

How did you approach the redesign with the renter experience in mind?

Ariel: The renter experience is priority number one. To ensure the new website delivered the best experience possible, we prioritized easy access to important inner pages, featured key information prominently on the homepage and included a page with photos showcasing resident life.

Can you share more about your goal to create a unique mobile experience?  

Ariel: Our previous website was clunky on mobile, and certain widgets didn’t fit properly on the screen. We wanted a seamless, easy-to-navigate mobile experience where everything fit correctly.

How have your residents and teams responded to the new website?

Ariel: Everyone has responded positively and appreciates the improvements. We’re already seeing the positive impact of the new site, and we look forward to watching that grow this year.

Can you describe your experience working with the REACH team?

Ariel: The REACH team is fantastic. They were super responsive, kept us updated throughout the process and explained everything thoroughly. The transition was seamless.

Are there any other results or successes you’d like to share?

Ariel: The performance metrics you shared speak for themselves! The 93% increase in engagement time is particularly impactful to see. We’re excited to see continued engagement.

Get the design perspective

Our website designers love what they do, and their work really is spectacular. Not only do they create attractive, highly optimized sites, but they also factor in each client’s unique needs, goals and vision.

It was no different for The Whit. The lead REACH designer on the project, Heather Salvatore, put it perfectly:

Heather: It was an absolute pleasure working on The Whit’s website. The biggest thing for their user experience was getting to the main goal or CTA within three clicks or scrolls, so that became a key focus during the redesign.

Here’s to The Whit

A website redesign can feel like a big commitment, but as The Whit shows us, the value can be tremendous. A beautiful and well-optimized site really delivers unmatched results.  

Biggest thanks to Ariel for taking the time to share her insights with us. If you haven’t already, be sure to check out The Whit’s website in its entirety to see the final result!

If you have questions about revamping your website, we’re happy to help. Get in touch anytime.