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Is it time to upgrade your website?
With the astart of a new year, it 's a great time to take a look at your current website and see how you can upgrade your site for greater impact this year. This may mean a total re-design, or it may simply mean adding new features to your existing site.
Much like a customer shopping at a website like Macys.com, or a driver logging on to a state's website to renew their car registration, visitors come to your website with a purpose, and your business will benefit if you fulfill their needs. If not, it may actually be turning off prospects and existing residents.
Here are five questions to ask yourself when evaluating your current site and considering an upgrade:
Has it been more than two years since it was created?
The rule of thumb in web development is that a site should undergo a significant upgrade, or re-design every two years. Technology changes at rapid pace, and Internet browser upgrades open the door to new design opportunities. Faster Internet connections permit more images, virtual tours and streaming media. If your site hasn't been updated, this is a good time to look at doing it for the 2003 leasing season.
If you are unsure about your overall design, take a look at what other companies - especially your direct competitors - are doing, and imagine how prospects would react if they viewed both sites during their apartment search. Are your graphics outdated? Is the look and feel of your website consistent with the rest of your marketing materials? Too many graphics can make your site look dated and cluttered.
In property management, the website has moved beyond a posting of floor plans and photos, and has become a functional part of leasing and customer service. Even if you lack the resources for a total redesign, adding new features and content will pay off. Such additions will result in a significant return in investment, and will help identify your company as technology-savvy - an important factor for many apartment renters.
Does your website move the sales process forward?
What tools are you offering online to facilitate the leasing process? Your website should be prepared to offer valuable content for all stages of the leasing process.
Does your website call visitors to action? Many visitors to your website will already have a purpose in mind. If they can't find what they are looking for quickly, they will probably leave the site, and they are unlikely to return. All visitors are more likely to click on links which appear to trigger an action, rather than simply display more static information. Here are a few examples of calls to action:
- Take a virtual tour!
- Schedule an appointment!
- Find your new home now!
- Contact a leasing consultant!
- Print a brochure to take with you!
- Check out our move in specials!
- Apply online!
Most prospects must make an additional trip to the property to drop off their application or fees. Have you considered allowing this to be done electronically, as an added convenience? This is especially valuable for out-of-towners. Allowing prospects to take the next step from any location will help you close more leases. Reducing the number of trips a prospect must make to the property will help you do it faster.
Are you serving your current resident's needs?
Have you considered the many ways that the web can provide customer service around the clock? The office may be closed when your residents arrive home at night, but they can still reach many of the same resources online at their convenience, instead of calling or visiting the office. Sending service requests, paying rent, and finding community resources are a few examples of resident-centered content.
Many residents would prefer communicating with management online, or finding resources on their own, saving a call or visit. Additionally, the staff can enhance their relationships through better communication, without the extra time requirements. Email communication can reduce the need for posting notices and repetitive phone calls. Have you considered how to make lease renewal easier using the Internet?
Is the content fresh, and updated with current information?
Prospective residents may visit your site for various reasons. They may see your web address on a banner outside the community, or in a print guide, and visit you online first. In that case, it may be their first impression of your community. Other future residents may visit the site at the suggestion of a leasing consultant after visiting or speaking on the phone. In either case, the impression the website makes is critical.
Property managers frequently repaint buildings or update landscaping to improve 'curb appeal'. It is equally important to maintain 'web appeal'. Prospects who aren't turned on by your website may never see your property in person.
Out-dated information is an instant turn-off. If a special is posted from months earlier, a prospect may not feel their time is well used on the site. Broken links that lead to blank pages may mean an early exit from the site. Current information is critical. Is your website consistent with your other marketing and customer service materials?
If information is outdated because it is too complicated to administer, it is probably time for a new site incorporating user-friendly administrative tools.
What else can you add to your website?
Leasing and customer service are integral functions of property management, but there are many other aspects of your business that can be enhanced through your website. Employee recruiting can be improved by posting job opportunities and descriptions on your site. Owner/Investor Centers can offer many of the same benefits. Local resources can help acclimate residents who are new to the area.
Corporate Intranets can be integrated to increase communication, and create new efficiencies. Internal message boards can improve training and help employees share ideas. Document sharing can allow regional managers to distribute new materials to community managers instantaneously and save you a bundle on postage and shipping costs.
Creating an effective website is a process, not a one time event. It is often recommended that a business should pause and evaluate the effectiveness of their site every six months. This, of course, does not mean that you head back to the drawing board and start fresh twice a year. A great benefit of the web is that unlike printed materials it can be changed constantly and instantly.
At anytime, you can add new features, change images, add fresh content, and find ways to better serve your audience. In many cases, it is fairly easy to add new features and drastically change the impact of the page. The semi-annual evaluation is also a good time to see if you are using the website effectively in your marketing and retention strategies, and see what more you can do to create more value. As 2003 begins, take a moment to see what you can do to boost your online presence. It doesn't take much time or money, but the payoff in terms of leasing and retention can be enormous.
As you consider making changes to your website, feel free to contact one of ResiteIT's Technology Consultants for a free site review.
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