Community websites have undergone a metamorphosis in recent years as apartment teams clamor to attract residents. But for all the optimized features and visually alluring layouts added to these sites, one concept has remained the same.
“Data shows that nearly half of the traffic that lands on the property website homepage navigates to the floor plan experience,” said Kelley Shannon, senior vice president of marketing and customer engagement for Bozzuto. “So the website should continuously be optimized for a successful user experience.”
Bozzuto was firmly aware of the need for a compelling floor plan search, but wanted to introduce additional dynamics to stand out from the competition.
With prospects now spending the majority of their apartment search journey online—interacting with multiple ILSs, review sites, social media channels and property websites—Bozzuto was dedicated to investing resources to optimize the digital floor plan search experience while researching and analyzing website performance.