Does your apartment website have the features renters are looking for?
If you’re not sure, you’re not alone.
Most multifamily websites are packed with flashy photos and fancy amenities lists, but they miss the mark on what apartment website features renters want to see. So we went straight to the source: real renters.
Here’s the deal:
We ran a market survey for apartments to find out what renters care about when they visit an apartment website. The insights? Eye-opening.
Let’s dive into what we learned, what your website might be missing, and how you can turn it into a lead-generating machine.
Why We Ran This Market Survey for Apartments (And Why You Should Care)
Most property managers and multifamily marketers think they know what apartment website features renters want. But guessing isn’t a strategy.
We wanted to uncover exactly what renters need to see to hit that “Schedule a Tour” or “Apply Now” button. And we didn’t just scratch the surface — we asked the real questions.
What’s the bottom line?
If your website doesn’t give renters what they’re looking for, you’re leaving leads (and leases) on the table.
Key Questions We Asked Renters
We didn’t just ask renters if they liked virtual tours or pricing pages. We dug deeper to understand their biggest pain points and must-have website features.
Here’s a catch-all of what we asked:
- Do you care if an apartment website is easy to navigate in your rental search?
- Do load times truly play a part in how likely you are to stay on an apartment website?
- How important are virtual tours and reviews in your decision to rent an apartment?
- What makes a website more trustworthy and inviting?
Our apartment market survey revealed where most apartment websites are falling short — and how to fix it.
The 5 Biggest Insights from Our Survey on Apartment Website Features (And How to Use Them)
Here’s where it gets interesting. These are the top insights from renters that can help you turn your apartment website into a renter magnet.
1. Easy Navigation is Non-Negotiable
Here’s the deal:
74% of renters said website navigation is critical.
If renters can’t find what they’re looking for within a few clicks, they’re gone. In fact, 40% of renters said they’d leave a website that’s too slow or confusing.
Think about it.
When was the last time you stuck around on a confusing website? Exactly.
What to Do:
- Keep your layout simple and intuitive.
- Make sure key pages like floor plans, pricing, and availability are easy to find.
- Cut the clutter. Renters aren’t here for an Easter egg hunt.
2. Renters Want Pricing Info Upfront (Don’t Make Them Guess)
This one’s huge:
97% of renters want to see pricing right away.
Renters don’t want to fill out a form or call to get basic information. If they can’t find your pricing and availability, they’ll move on to the next property.
Here’s the kicker:
Transparency builds trust. Hidden pricing? Not so much.
What to Do:
- Display pricing and availability front and center.
- Make your floor plan pages interactive and easy to explore.
- Ditch the “Contact Us for Pricing” trick — renters see right through it.
With Rent Fetch by Brindle, you can display properties and floor plans with just a few clicks. This powerful plugin solution easily integrates with your property management software to display current pricing and availability — making it easier than ever for renters to find what they need, right away.
3. Virtual Tours are Game-Changing
This might not surprise you, but it’s worth repeating:
75% of renters said virtual tours make them more likely to apply.
People want to imagine themselves living in your space before they even step foot on the property. A great virtual tour can make all the difference.
Picture this:
A renter sitting on their couch, exploring your community on their phone. They click through your beautifully shot virtual tour, see themselves in that kitchen, and think, This feels like home.
What to Do:
- Invest in high-quality virtual tours. Consider Matterport to create immersive, clickable 3D tours, or work with The View Pro for stunning visuals that make your property stand out.
- Include detailed photo galleries that showcase your community’s best features.
- Consider using an apartment website template that makes integration easy.
4. Reviews Matter More Than You Think
Here’s the truth:
92% of renters said online reviews influence their decision.
Renters trust other renters. They want to hear from your current residents before they commit. Glowing reviews? That’s gold. No reviews or hidden reviews? That’s a red flag.
What to Do:
- Feature positive reviews prominently on your homepage.
- Create a dedicated testimonials page.
- Encourage happy residents to leave feedback on Google and Yelp.
5. A Slow or Frustrating Website is a Dealbreaker
Here’s what renters told us:
80% of renters would leave a website that’s hard to navigate. 70% said bad design is a dealbreaker.
That means your website needs to be fast, clean, and mobile-friendly. If it’s clunky or slow, renters will bail.
What to Do:
- You can use tools like PageSpeed Insights to find out what’s slowing down your site. At that point, you’ll likely need to engage with a developer to take measures to speed up your site.
- Another good measure is to pull up the website on your phone and test it in real-time; how does it load when you’re not on WiFi? Does it feel slow? At Brindle, we take performance into account when developing every site.
- Often, large video files and photos that are not properly compressed are the biggest culprits when it comes to site load time. Another one? Overwhelming pop-ups, widgets, and scripts can drastically slow down a site.
- Focus on readable text, clear CTAs, and easy navigation. Use clean fonts, readable sizes, and strong contrast. Break text into short paragraphs and bullet points. Make CTAs stand out with clear, action-focused words like “Apply Now.” Keep menus simple and labels clear to help visitors find what they need quickly.
How to Turn These Insights into Action (Without Overhauling Everything)
Ready to make your apartment website a lead-generating powerhouse?
Here’s how:
- Simplify your navigation.
- Put pricing front and center.
- Add virtual tours and high-quality photos.
- Promote your reviews.
- Speed things up.
The Bottom Line
Thanks to our market survey for apartments, we understand what renters are looking for — because your apartment website is more than a digital brochure. It’s your most powerful leasing tool.
But only if it delivers what renters want.
If you’re ready to level up your website and start converting more leads into leases, we can help. Get in touch with us at Brindle, and let’s make your property website work harder for you.