According to the 2024 NMHC/Grace Hill Renter Preferences Report, 79% of renters visited a property website during their search. Most said it was the community’s own website — not an Internet Listing Service (ILS) — that ultimately influenced their decision to tour.
If listings are a core part of your marketing strategy, your budget may be working harder than it should, without the return to match.
In today’s market, multifamily communities that invest in a stronger brand presence are the ones getting more renters in the door.
What’s Breaking Down in the Listing-to-Lease Funnel
If your funnel is built around apartment listings, here’s what the journey often looks like:
• A renter sees your listing alongside 20 others in their price range.
• They click through out of curiosity, not intent.
• They skim for deals or photos, then bounce.
• Your team receives a generic lead with little context or urgency.
• Follow-up begins, but contact is slow or silent.
• The lead never tours.
High traffic, low follow-through. It’s a common pattern. Now compare that to a lead driven by your own marketing:
They’re searching locally and find you through highly targeted display or search ads, or through organic or paid social.
• They read real content about your neighborhood, lifestyle and story.
• They see photos that reflect their preferences, not just stock interiors.
• They feel a fit and book a tour immediately.
• Your team responds quickly with an on-brand follow-up.
• They show up, high intent and eager to tour.
This reflects what the data consistently show.
Why Over-Reliance on Apartment Listings Hurts Conversions
If you’re on a multifamily team, you’ve probably heard it: “Just boost it on Apartments.com.” It’s a common fix, but rarely the most effective. Why? Because listing platforms prioritize price and promotions, not brand or experience. High-volume leads often lack context or urgency and many renters use listings to browse, not decide.
According to the G5 2023 Multifamily Benchmark Report, Google Ads delivered more than 2.5x the conversion rate of ILS leads — and at a lower cost per lease when paired with optimized landing pages.
Today’s Renters Want Relevance, Not Just Reach
Modern renters aren’t just hunting for their ideal floor plan. They’re trying to picture their life in your community.
They’re looking for properties that feel like a fit. They need real insight into the lifestyle and community experience, confidence in the tour and leasing experience, and fast, personalized follow-up once they inquire.
How Can Your Website Can Be Your Best Leasing Tool?
Build with lifestyle-first content, neighborhood landing pages and clear, resonant copy. Back it up with smart tools like real-time availability, online applications and interactive maps. Your site should instantly show renters:
• What sets your community apart
• Why it’s worth the price
• How to take the next step
Reach high-intent renters with paid display ads, search and social. Geo-targeted Google Ads, social campaigns and retargeting reach people actively searching — not just scrolling. It’s a shift from exposure to action.
Prioritize a seamless mobile experience
Nearly 80% of renters browse on mobile first, according to G5. If your site isn’t built for them, you’re losing prospects before they ever convert. Make it easy to schedule a tour, check availability or get in touch through call, text or chat.
Support leasing teams with strong follow-up tools
Good marketing doesn’t stop at the inquiry. Email sequences and brand-aligned follow-ups help your team stay focused on qualified prospects. In-office print collateral help to reinforce the brand experience.
The Data Behind the Shift
Alongside NMHC, G5 reports that website-generated leads convert at higher rates — and faster, often within 7–10 days. With ILS pricing on the rise, paid search now offers better ROI for communities with even modest digital optimization, especially when part of a healthy marketing mix.
Apartment listings still have a role, but not the lead role. ILS platforms can support visibility. But they’re no longer your strongest traffic engine. The best-performing traffic is earned through brand clarity, compelling content and precise targeting.
If your goal is to drive more tours, start by telling a better story. And then make sure it shows up where it matters.
Curious how we might work together? Reach out to Barbara Wray at barbara@wickmarketing.com or (512) 564-4289.
If you’re interested in how single-family marketing strategies can help you exceed multifamily lease-up goals, see this case study on The Napier in Daytona, Florida.
