Five strategies for multifamily property managers to convert web traffic to leases 

As a multifamily property marketer, driving web traffic to your website is a crucial step in attracting potential residents, as this is your primary marketing tool. However, the true measure of success lies in converting this web traffic into actual leases.

Here are five proven strategies that can help you optimize your website and transform frequent visitors into new residents and drive the success of your property.

1. Optimize your website for conversions.

To convert web traffic into leases, your website must be designed with conversion in mind. Ensure your website is visually appealing, user-friendly, and optimized for mobile devices. Create a seamless browsing experience with fast loading times to reduce bounce rates and improve rank potential. Implement clear calls-to-action (CTAs) that are front and center throughout your site, as you’ll be relying on these messages to guide visitors to take the desired action, be it scheduling a tour or submitting an application. You can even streamline the leasing process by offering online applications and convenient contact forms.

2. Create powerful content.

Compelling and informative content is essential to capturing the attention of potential residents and piquing their interest. Be sure to create enticing property descriptions promoting unique features, amenities, and the inclusive lifestyle your property offers. Utilize high-quality imagery and videos to showcase units, lounge areas, and other special features. Incorporate honest reviews from satisfied residents to build trust and credibility when possible.

3. Incorporate live messaging tools.

Live chat and chatbot tools can connect your website visitors and your leasing team instantly. This technology allows prospective residents to ask questions, request information, and receive instant responses, creating a personalized and responsive experience. To gain the most success from these tools, you’ll want to ensure your team is trained to handle live chat conversations professionally and efficiently, can address questions promptly, and can guide visitors toward the leasing process.

4. Leverage virtual tours and 3D models.

As the demand for remote experiences increases due to their convenience, virtual tours and 3D floor plans have become important tools for multifamily properties. These new experiences allow potential residents to explore your property virtually, giving them a realistic sense of space, layout, and overall feel. You can even incorporate interactive features that help visitors travel through different units, amenities, and communal areas, creating a deeper connection and increasing the likelihood of converting.

5. Implement follow-ups through email and re-targeting.

As we know, not every visitor will convert on their first online visit. This is where implementing re-targeting campaigns can be beneficial. You can re-engage with those prospects who have shown interest in your property and can distribute ads to remain top of mind. Additionally, by utilizing email campaigns to nurture leads further, you can provide valuable information about your property and showcase current availability or specials, reminding these prospects to take the next step.


Rentbot can help.

The first step to optimizing your conversion potential is to guarantee is seamless online user experience. That’s where Rentbot comes in. With mobile-friendly, responsive design, conversion-optimized layouts, built-in SEO, and several online resident features, Rentbot sites are carefully crafted to heighten conversion rates and increase user engagement. And, with optional service add-ons like Google Ads and advanced SEO, your property’s visibility, audience reach, and targeting increases exponentially, with our clients’ portfolios performing two times better than the industry standard. 

If you’re ready to boost conversions while elevating your users’ experience, try Rentbot. Contact us today, and we’ll provide you with a personalized site to try for free. Learn more here.



About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.