Rethinking Multifamily websites: Prepare for the coming revolution in unit-level search

October 27, 2022

The New Frontier of the Multifamily Customer Experience

Keeping up with the needs and wants of today's renters is critical for success, explains Stephanie Gonzalez of Venterra Realty.

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Multifamily has reached a tipping point: Apartment operators can either continue to evolve with consumers and push the boundaries of the renter experience or get left behind in a highly competitive, tech-empowered industry. We’ve reached the new frontier of the multifamily customer experience—an experience that’s rooted in the customer and developed through the lens of the renter.

Consumer behavior patterns have drastically shifted, initiating a new age of renter preferences, expectations and needs. While the industry has always focused on providing exceptional customer service, the parameters of customer service have changed. Renters expect more detailed information online, visually engaging content, tour flexibility, quicker responses and hyper-personalized follow ups. The need for a catered customer experience is happening much earlier in the leasing journey, and it begins the moment a renter begins searching for a new apartment.

A leasing journey that’s geared towards what customers want and need in an apartment search can make a big difference when it comes to new leases, renewals and overall resident satisfaction. Highlighting specific community features are key when attracting and engaging new residents.

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