Apartment websites are best understood as an extremely effective marketing tool that allows potential residents to learn about your community before contacting your leasing staff and that enables your leasing staff to work with higher-quality leads. But if your community website is going to become that kind of leasing tool, you need to design an effective website that actually helps prospects qualify themselves and make purchasing decisions.
This is why you need floorplan landing pages.
In other words, you need product-specific pages that tell a potential customer about the specific thing they are wanting to buy. And, strangely, this is something that many in our industry still haven't figured out. The standard design for most apartment websites still has a single page for all the floorplans, a separate page for photos, and another separate page for amenities.
Of course, from the perspective of someone in the industry this makes a certain kind of sense. You are thinking in terms of the entire apartment community and you can break that community down into floorplans and amenities. And having a page dedicated entirely to photos of the community also makes a kind of sense. But none of it is designed from the buyer's perspective, which is how you need to think about your apartment website. The site isn't for you; it's for your prospects. And prospects have a different set of needs. They don't necessarily care about the community, they care about their apartment. So what do you need to have successful floorplan landing pages? What goes into making an apartment website that prospects will love to use?
Give prospects floorplan-specific content.
Most of the marketing content on apartment websites is community-specific but not floorplan-specific. So we know that the photos we see and the amenity listings apply to the community, but we probably don't know much about the specific floorplans. So a prospect might see a photo of an apartment that looks really great--but they don't know which floorplan they're looking at. The only floorplan-specific content is typically a two-dimensional rendering of the floorplan--but that won't tell most people very much about what their apartment looks like.
What you need, then, is a page for each floorplan that features photos and a walkthrough video specifically showing that particular unit. This takes the ambiguity out of the equation for the prospect. They know exactly what the floorplan looks like, which helps them to feel more confident about whether or not they are interested in leasing it. This means that the bad leads can disqualify themselves while good ones will be more engaged when they call the leasing office.
Use prominent calls-to-action.
Even though you haven't met the person yet, someone who needs an apartment and is on your website is already engaged in the buying process. This means that there was a step before they got on your website--likely doing a search on Google or browsing Craigslist--and there will hopefully be a next step after they look at your website. But what will the next step be and how will your prospects know that it's the next step?
That's where calls-to-action come in. You need a way of making sure your best leads do what you want them to do once they've seen your page and decided they want to learn more. In this case, you want them to call your leasing office to set up an in-person tour. The best way to do that is to use what's called a call-to-action. A call-to-action can be anything on your site that helps prospects know what action to take next. The best CTAs for apartment websites are prominent places where your phone number is listed or, on mobile, a push-to-call button is located.
The benefit here is that it makes it incredibly easy for prospects to find your community's leasing office number and call the office--which is what you want them to do.
Share relevant information about the floorplan.
Think about the things you'd want to know about an apartment when trying to find your new home. Obviously you want to know number of bedrooms and bathrooms, square footage, etc. You also probably want to know about pet policy, washer-dryer, parking, and kitchen amenities.
All that information needs to be included on the floorplan page. You don't want to make people go from one page to another to another simply to learn the most basic facts about the floorplan. Make it simple. Keep all that information together and on the floorplan landing page.
Keep distractions to a minimum.
If you want prospects to use that page to learn about the floorplan, don't put tons of extraneous stuff on the page. They don't need a PDF of the lease or a long FAQ about residential agreements. They don't need lenghty descriptions of the neighborhood or tons of resident reviews that you have published on your own site and that aren't particularly trustworthy in the eyes of a prospect anyway. Give them a walkthrough video and good photos. List the amenities. Give them the price. Make sure the phone number is prominent. And that's all. Don't do loads of extra work, don't put extra information on the page. Keep it lean and make it simple for prospects to learn about you.