The Importance of Images on Apartment Websites

A picture is worth a thousand words, especially when it comes to attracting prospective residents.

Jessica Fiur, Editor-in-Chief
Jessica Fiur, Editor-in-Chief

It’s been a while since I’ve been on a first date.

(My husband of almost 13 years will be glad to hear that.)

But I do remember the stress and frustration of the dating scene. This was before the apps, in the time of online dating. I used to read through all the bios. But even if the guy sounded like Prince Charming, I wouldn’t reach out or respond to someone if there was no picture. What was he hiding? Was he who he said he was? With all the options, it wasn’t worth it to take a risk with the unknown. And I feel like that is similar to how people date now. After all, would you bother swiping right on someone with no picture?

People have the same mindset when looking for a new apartment. If your community doesn’t have good images, you might lose prospective renters. There are a ton of multifamily websites where they can look at outdoor features, amenities, unit layouts and more. Why would they bother touring a community without knowing what it looks like? Is the paint peeling off in the rooms? Do the hallways just have an exposed, flashing lightbulb? Does the “luxury” gym just have a set of dumbbells and a broken treadmill? What are they hiding?

“Great images play a vital role on a multifamily community’s website, as they serve as the primary visual representation of the property—the first impression,” Wendi Stallings of Private Label International told reporter Jordana Rothberg for “How to Wow Renters with Pictures.”

And it’s not just a good first impression. According to a RentCafe.com survey of more than 50,000 national listings, the most impactful way to increase an ILS rental listing’s conversion rate is to feature images. After all, it’s the easiest way for people to really get a feel for the community—before they even step foot on the property.

“High-quality photos have a profound impact on marketing effectiveness and business success,” Sarah Johnson of Willow Bridge Property Co. said. “They increase engagement across digital platforms, improve conversion rates in marketing campaigns and help showcase each community’s unique brand.”

Want to add photos to your website or listing but don’t know where to get started? Check out Rothberg’s article for practical tips!

Read the June 2024 issue of MHN.

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