The demand for online services was steadily increasing prior to 2020, but the shift in consumer behavior since then has made self-service solutions indispensable. From shopping and traveling to socializing and searching for a home, consumers now expect digital interactions to be seamless.
By leveraging tools such as interactive visual maps, multifamily operators can showcase virtual tours and pictures of their community and apartments, as well as real-time availability and all-in pricing of individual units—all from a single platform. This approach sets an industry standard for convenience, efficiency, and transparency. These innovations aren’t only improving the apartment search experience for renters, they are reducing unnecessary inquiries and allowing leasing teams to focus on high value activities.
Redefining Leasing Through Transparency
The adoption of tools that facilitate availability and price transparency has established the benchmark for the leasing process. Detailed interactive maps with fee disclaimers, cost breakdowns, and all-in price calculators enable renters to access comprehensive and real-time information upfront. This eliminates guesswork, enhances trust, and improves the overall renting experience.
“When prospective residents can view up-to-date information directly from the community page, they no longer need to visit multiple sites or make phone calls to estimate the monthly costs,” says Justin Godwin, senior director of marketing and communications at Cushman & Wakefield, a leading global real estate firm. “They can explore our properties through an intricate map, see every fee that accompanies their unique needs, and ease any concerns about unexpected costs that may not align with their budget. The more accurate and reliable our site is, the more confidence renters will have in our organization.”
The heightened level of transparency builds trust with renters and helps to streamline their decision-making process. This has also been the case for those catering to the senior housing industry.
“Our primary objective is to boost lead generation, but we also want to establish our brand as a top choice for prospective residents,” says Ashley Lee, director of marketing project management at Atria Management Co., a leading operator of senior living communities across the United States and Canada. “If prospects visit a website with limited information, they’re more likely to look elsewhere. However, a site that provides transparency, current resident testimonials, high-quality photos and a detailed community map, significantly improves our consideration odds and expedites the process.”
Armed with accurate information, more individuals arrive at a property with the intent to sign a lease.
“By the time a prospect contacts our team or schedules a tour, they are usually further along the funnel and prepared to move forward,” Godwin says. “Providing fee transparency and comprehensive community information also makes our associates more efficient, as it allows them to focus on serious leads, increasing the likelihood of conversions.”
Boosting Engagement With Interactive Maps
Interactive maps featuring pictures and virtual tours have become a standout feature on community websites. Having the capability to truly visualize their future apartment home and see unit-specific details, such as location on a property, unique views, pricing, and availability, prospects get an authentic feel for a community before they visit in person.
“Providing granular details resonates strongly with renters who want to ensure that a property meets their personalized needs and preferences,” says Godwin. “We’ve also noticed higher engagement rates on our sites, with prospects spending more time exploring and interacting with content.”
Such results indicate that prospective renters aren’t merely browsing through a website–they are actively researching properties and comparing homes. Operators are finding that extended website sessions tend to lead to higher-quality leads and greater conversion rates.
Generating Qualified Leads and Streamlining Tours
Since implementing interactive maps and price transparency, many operators have observed a marked improvement in the quality of leads being generated. Essentially, prospective renters can self-qualify and see if a community meets their personal criteria, guaranteeing that only genuinely interested renters move on to schedule a tour.
“With a robust self-service tool like an interactive map, potential renters can filter options based on their priorities,” says Godwin. “This makes the digital experience more efficient for everyone involved and also streamlines in-person tours.”
Renters who schedule an in-person tour typically arrive with a clearer understanding of the community and know which specific homes they want to see. This clarity makes tours efficient and can expedite leasing decisions.
“We have found that leads coming in from our websites are not only more qualified than those from other sources but are submitting inquiry forms faster than before we implemented interactive maps,” Lee says.
Moreover, when renters make faster leasing decisions and tours are more streamlined, homes are vacant for a shorter amount of time, boosting net operating income.
Bridging Online and In-Person Experiences
Beyond reducing vacancy times and accelerating lead-to-lease conversions, interactive maps are proving key to connecting the online and in-person experience. Prospective renters are able to find as little or as much information as they need, allowing them to make personalized, informed decisions.
“These tools provide renters with a convenient and tailored search experience no matter where they’re at in the leasing journey,” says Godwin. “By offering prospects an engaging, interactive way to explore our communities, we move them closer to taking the next step.”
Additionally, with fewer availability and pricing inquiries, on-site teams are able to focus on cultivating relationships with prospects and providing personalized assistance, enhancing satisfaction for renters and associates alike.
Valuable Insights Into Renter Behavior
Innovative tools like interactive maps do more than improve efficiency and attract qualified renters–they provide valuable insights into modern renter behavior. By tracking engagement and renter preferences, operators can make data-driven decisions and optimize the leasing process to produce even better results.
“As the industry continues to evolve, transparency, detailed information, and interactive features will continue to pave the way to an improved renter experience,” says Godwin. “These tools have completely reshaped the leasing process, enabling us to deliver a best-in-class experience for renters from their first click to the time they move in.”
In bringing the apartment search to the renter wherever they may be, operators can utilize visualization and transparency to exceed the expectations of today's digitally savvy renters and position themselves for sustained success in an increasingly competitive market.
“Interactive tools enhance the website experience for potential residents by enabling us to clearly and accurately showcase what it’s truly like to live in one of our communities,” Lee says. This not only benefits future residents, it distinguishes us from our competitors, contributing to our long-term sustainability as an organization.”
