In the last 5 years, Multifamily constantly talks about digital curb appeal, however over the last 5 years has digital curb appeal really changed? Has communities or management companies really made any changes? If everyone is doing the same, and the prospect is wanting and needing something different, why haven’t management companies changed their direction. I most recently came across an article discussing the 4 ways to improve your digital curb appeal and after a conversation with an industry friend, Chris Arnold, with Authentic, a full-service creative partner in the Multifamily industry, we began talking more in depth on what this digital curb appeal should or could look like.
The four ways shared in the above article are no doubt a must have, we have been talking about reviews, google profiles etc for the last 5 years however I think they are additional ways companies can stand out as every website has been incorporating these over the last 5 years.
Everyone is essentially fighting to gain the same prospect, but we must change our minds when it comes to curb appeal. We must incorporate ways to go beyond listing amenities in a list on a website. Prospects are just as interested to understand the services which also need to be showcased. Services are different than physical amenities which communities have always focused on. How does a community bring the prospect to understand the services when services is not a physical amenity like a pool or a dog park?
Below I share 4 additional ways companies can and should partner with their vendors to enhance their digital curb appeal and really stand out.
Recorded Videos - Companies like Realync allow communities to bring the personalization and human to human emotional connection to prospects. To truly invite prospects into the community, share the community experience, stand out from their competition. It is not the same anymore to offer a 3D walk through of a community, but to see beyond the apartment and into what is would feel like to live there. Why not use video beyond social media and create a space for videos of resident testimonials, onsite testimonials, and tours and even share property updates on the community website. Change out these videos monthly, so those that return to a communities website can see things in realtime.
Ancillary Services - We are seeing more and more communities add ancillary services like Valet Trash, (Valet Living) Package Management (Fetch) and Smart Technology (SmartRent) to their communities as it is something that not only brings value to owners/management Companies and onsite team members, but residents are looking and seeking experience that make their daily life easier. If done correctly, Management Companies should look at ways to share these companies on their digital curb appeal. All of these and more brands are partnering with companies and are an extension of the communities brand. One thing that is common is customer support is being held through these partners, directly available to the resident, so why not showcase and build the brand in the digital curb appeal. Most onsite leasing teams talk about these services when a prospect interacts with them, but why wait until then? Let’s take one step back and showcase these services loud and proud on the digital front. The journey for the prospect has changed and starts 6 steps back than it did 5 years ago.
Detailed Sitemaps - Community sitemaps are another one (Engrain and Pynwheel) are just a few out there however enhancements like these are a must, many do have them, but I would include them in the top 4 must have in 2022. Prospects want to see again in detail before they even arrive at the community, what they may see out their windows, where their apartment may be within the community etc.
Distance to Downtown - Interesting Marriott for example showcases their distance to the nearest city, I think this is a really cool feature as Marriott is not just showcasing their hotel, but the experience of what is outside the physical hotel. In our world, we are also selling the community, like shops, downtown or what is closest that may be found of interest to the prospect.
Overall, digital curb appeal has to change. Digital curb appeal is no different than a website outside our industry. When we look at other industries like hospitality how have they showcased their experiences, added services for their guests to enjoy? Marriott also doesn’t call their amenities, amenities, they refer to them as experiences. A small change in verbiage can also go along way when trying to adapt to what the prospect is looking for in their next apartment home.