Frequently Asked Questions

Our lowest-priced apartment community website starts at $39 per month for properties with 100 units or fewer, plus a one-time setup fee of $299. Your actual price depends on several factors, including the number of units at the property, the total number of units in your portfolio, and the features you need. Pricing may be higher if you need advanced functionality such as:

• Real-time pricing and availability
• Property management software integration
• Contact form or guest card integration
• Advanced lead tracking
• Additional analytics or compliance-related tools

Our goal is to offer a professional apartment website that is affordable, but still built with the strategy, structure, and support most property managers need.

A 40-unit community with a simple website has very different needs than a 300-unit property which typically requires us to set up and support many more floor plans types and other content assets. A larger property often requires more hands-on support. We price based on the level of work and functionality required so that smaller properties can access a lower-cost option, while larger or more complex portfolios can get the additional support and infrastructure they need. Like most property management technology suppliers, we pass along some of the economies of scale of working with a larger organization back to our clients in the forms of discounts.

In some cases, we may pass through additional costs for software, tools, or services we purchase and configure on your behalf.

Examples may include:

• Cookie consent or cookie blocking tools
• Advanced analytics tools
• Special tracking or reporting software
• Additional marketing services beyond what is included in your website package

If you prefer, you can also sign up for certain third-party tools yourself. In that case, we can install the related code on your website at no additional cost, assuming the setup is straightforward.

Our standard website contract term is one year and automatically renews for an additional year. You can cancel your annual contract with 30 days’ written notice.

We also understand the realities of property management. If you are a third-party property manager and you lose the management agreement for a community, you can cancel as of the date you will no longer manage the property, provided you give us 30 days’ written notice.

We are also happy to transfer the original agreement to the new property management company. If they choose to continue using the website, they can continue paying the monthly fee.

In many cases, yes.

If you have enough assets for us to create a draft, we are happy to show you what we can do before you sign.

You can send us:

• A link to your current website
• A link to your ILS listing
• A property brochure
• Photos
• Logos
• Floor plan information
• Brand guidelines

If you do not have any existing assets or property information, we may not have enough to create a meaningful preview.

Once you decide to move forward, we will use the kickoff process to discuss any changes needed to make the website fit your community.

We typically need:

• Property name
• Address
• Phone number
• Email address
• Logo
• Brand colors, if available
• Photos
• Floor plans
• Amenities
• Pet policy
• Parking information
• Fee information
• Leasing office hours
• Neighborhood details
• Current website or ILS listing, if available
• Help integrating with your PMS for pricing/availability
• information, if applicable
• Your list of ILS and other advertising sources, if applicable.

The more accurate and complete the information is, the better your website will be.

Your website design will depend on the pre-designed and optimized website theme you choose.

From there, we will customize the site’s primary and secondary colors, fonts, imagery, and content to reflect your community’s brand.

After we add your photos, copy, videos, floor plan details, amenities, and other property information into one of the available design structures, your site will feel like it was built specifically for your community.

It will start with a professionally designed theme, but it will be customized for your property.

Using a proven design structure helps keep costs lower and improves speed, consistency, and performance. Your branding, photography, copy, colors, fonts, amenities, floor plans, and property details make the site your own.

This gives you the best of both worlds: a more affordable website with a polished, AI optimized content structure.

You will be assigned a dedicated Account Manager and can reach out to them for support.

One of the biggest differences between using a free website builder and working with us is that you are not left on your own. If you need help updating content, troubleshooting an issue, adding tracking, changing website information, or thinking through a marketing question, you have a real team you can contact.

That support is part of the value of working with a professional website provider.

Free website builders can be a good option if you need a very simple online presence and have the time, confidence, and skills to build and maintain it yourself.

But for most property managers, a website is not just a digital brochure. It is one of the most important tools you have for attracting leads, building trust, converting visitors, and supporting your leasing process.

When you pay us to build your apartment website, you are not just paying for pages on the internet. You are getting the benefit of a team with more than 20 years of experience building websites and executing marketing for thousands of apartment communities.

You are also paying for:

• Professionally developed website design
• Apartment-specific website strategy
• Search engine knowledge
• AI-search-ready content structure
• Technical setup
• Mobile optimization
• Analytics and tracking support
• Ongoing service from real people

A free website builder will build you a website quickly. We give you a website specifically engineered to support apartment marketing and leasing

Apartment websites have unique features.

In addition to basic “product” information, they need to show real-time availability and rents. They also need to follow Fair Housing and fee transparency rules which vary from state to state and sometimes by municipality.

They also need to convert renters who are comparing you and your competitors and integrate with tools you already use to schedule tours, check availability, or submit a guest card.

A general website template is not optimized for the leasing journey. Our websites are. Most website developers don’t have partnership with PMSs or experience building property websites at scale. We do.

Yes.

Most renters will visit your website from a mobile device at some point in their search. The mobile version of website needs to load quickly, look professional, and make it easy to view photos, browse floor plans, check availability, call the leasing office, get directions, and request more information.

We use a mobile first design strategy because mobile performance likely affects both user experience and lead conversion rates of 70% of your site visitors.

Yes.

Website copy matters. It helps renters understand your community, and it helps search engines and AI engines understand what you offer.

We can help write clear, compelling, search-friendly content for your homepage, amenities, floor plans, neighborhood sections, FAQs, and other key pages.

We focus on copy that sounds natural, matches your brand voice, answers real renter questions, and avoids generic apartment marketing language.

Yes.

Website accessibility is important for user experience and risk management. All of our themes were built with accessibility best practices in mind, including readable structure, alt text, keyboard-friendly navigation, color contrast awareness, and clear content organization.

Accessibility requirements can vary, and we are not a law firm, but we can help you take practical steps toward a more accessible website.

Yes.

Google Analytics 4 setup is included with our websites. If you need more advanced analytics, custom reporting, conversion tracking, call tracking, or advertising attribution, we can discuss additional options.

Property management software integrations require more than simply adding a link or embedding a widget.

We have official integration partnerships with PMS providers including Yardi and Entrata. These providers charge official partners significant ongoing fees, which help them maintain their APIs and give us permission to access your property data on your behalf.

We also have to build, monitor, and maintain our own integration infrastructure. PMS APIs change periodically and need to be rebuilt. Integrations from PMSs sometimes go down, which requires additional time to troubleshoot and communicate with our clients. The additional fee helps cover both fixed third-party costs, the technical work required to keep your website data accurate and reliable, and the time required to properly communicate with you and your team.

No.

If you are using an iframe or third-party widget, we can usually install it on your website so visitors can view pricing, availability, and unit level information. This is often the simplest and least expensive option.

However, there is an important difference between displaying information through an iframe and having that information live directly in your website’s HTML.

When pricing and availability are inside an iframe, that content will not be associated with your own website by traditional search engines or AI search engines. If you want search engines and AI tools to better understand your floor plans, pricing, availability, amenities, and property details, you may benefit from a true integration that brings that data directly into the website.

Search engines and AI engines rely on accessible, crawlable, well-structured content to understand what a website is about.

If key information such as floor plan names, rents, availability, fees, and unit level information are hidden inside third-party widgets or iframes, that information may be impossible for search engines and AI systems to access and interpret.

When that content is part of the website itself, it can help your apartment community show clearer signals to search engines about:

• Available floor plans
• Rent ranges
• Amenities
• Location
• Pet policies
• Fees
• Parking
• Neighborhood relevance
• Leasing options

This is increasingly important as renters use more conversational searches, such as “apartments in Old City Philadelphia with parking and pet-friendly policies” or “best apartments near Jefferson Hospital with studio availability” in both traditional search and AI answer and generative engines.

Partly.

Every website we build includes foundational technical SEO best practices including a mobile-friendly design, page load speed optimization, image alt tags, and clear content organization.

If you have continuous leasing needs, we may also recommend additional SEO services to improve meta data, on page content, blogging or new content, and other strategies to improve long-term visibility.

We build websites in a way that helps search and AI systems better understand your property.

No one can force AI engines to include a specific website in an answer. But a clear, technically sound, content-rich website gives your property a better foundation for AI discovery. Our websites provide the technical foundation and we’re here to help if you need help with content development and other SEO strategies.

We build apartment websites with clear, structured, useful content that is easier for both people and search engines to understand.

Our websites give you the foundation you need that includes:

• Well-organized pages for floor plans, amenities, neighborhood information, policies, and contact options
• Clear headings and page structure
• Technical SEO fundamentals
• Proper indexing and crawlability
• Support for structured property
• information where appropriate

AI search engines do not reward generic websites that are poorly formatted and have thin, undifferentiated content. They are more likely to surface information from websites that clearly explain who the property serves, where it is located, what it offers, and why it is a good fit for a specific renter.

If you have ongoing leasing needs, you may want to consider optional one time and ongoing SEO services that help you expand visibility in organic search, AI answers and generative engines. They include:

• One-time copy tune ups
• Local SEO
• Google Business Profile optimization
• Google Business Profile posting
• Business listing information syndication
• Ongoing asset development
• Copywriting
• Videos creation
• YouTube optimization
• Review, reputation, and social media management, in partnership with
• Respage

SEO stands for search engine optimization. It focuses on helping your website appear in search engines like Google.

AEO means answer engine optimization. GEO means generative engine optimization. These terms are often used to describe the work of helping your content appear in AI-generated answers from tools like Google AI Overviews, ChatGPT, Gemini, Claude, and Perplexity.

In practice, the fundamentals overlap. Your website needs to be technically sound, easy to crawl, helpful, accurate, specific, and organized around the questions your prospects are actually asking.

For apartment marketing, that means your website should be the primary source of truth about your property. It must include clearly and thoroughly answer questions about location, floor plans, rent, availability, amenities, fees, pet policies, parking, neighborhood, commute times, and leasing requirements and be easy to understand for both your site visitors and bots crawling it.

Unlike SEO, AEO and GEO use all the information they can find about your property online and prioritize information you can’t directly control, like Google Reviews. It’s important that the information on your website match with search and AIs engines find on your ILS listings, Google Business Profile, and other local listings.

No reputable website provider should guarantee placement in Google, AI Overviews, ChatGPT, Gemini, Perplexity, or any other search or AI engine.

That means creating a website with a strong technical structure that we help you populate with your accurate and thorough property information that clearly answers most of the questions qualified renters are asking.

The most useful content is specific, accurate, and helpful.

For apartment communities, that includes:

• Detailed floor plan pages
• Amenity descriptions that go beyond generic bullet points
• Neighborhood and location content
• Nearby employers, schools, hospitals, transit, parks, restaurants, and shopping
• Pet policy details
• Parking information
• Fee and deposit information
• Leasing criteria
• FAQ content
• Move-in information
• Accessibility details
• Photos and videos

AI engines are trying to answer specific questions asked by their users. The more clearly your website answers those questions, the more useful your site becomes as a source and the more likely it will be included in the answers to relevant questions.

In our SEO practice, we haven’t been able to overcome the limitations to properly optimizing sites for our customers with WordPress or platform websites. In particular, we can’t fix technical issues that slow down site speed and in many cases, we face limitations adding adequate content. In some cases, our customers need to pay their providers to add new content pages. We developed our own website platform to remove these barriers.

Additionally, many apartment websites also use the same generic language, e.g. phrases like “luxury living,” “modern amenities,” “convenient location,” and “spacious floor plans.”

That kind of copy does not give search engines or AI tools enough useful information. A better website explains what is actually distinctive about the community. For example, they might point out:

• Floor plans that work well for roommates
• Property walkability to bards and restaurants
• Specific transit options that are nearby
• Pet policies that include weight and breed restrictions
• Parking options, including fees
• Neighborhood information that makes a community attractive to your ideal renters
• Complete information one time and ongoing fees
• Amenities that are most valuable for cohorts of your renters
• Remote workers
• Pet owners
• Students
• Commuters

Specific content helps renters make decisions. It also gives search and AI engines more meaningful information to work with.

You should resist the temptation to load your website up with AI generated content. It can lead to a short-term “pop” in traffic. However, in the long run, Google and other engines prioritize content with a unique point of view that can only be expressed with a human touch. In the long run, AI generated content that isn’t meaningfully edited can negatively impact traditional SEO rankings.

Yes.

FAQ content is one of the best ways to answer specific renter questions in a format that is helpful for people and easy for search engines to understand.

Useful apartment FAQ topics include:

• Pet policies
• Parking
• Utilities
• Application fees
• Security deposits
• Income requirements
• Lease terms
• Short-term lease availability
• Tour options
• Package lockers
• Fitness center access
• Transit options
• Nearby employers or schools
• Move-in process
• Maintenance requests

The key is to write FAQs that are genuinely useful, accurate, and specific to your property. Generic FAQ content is far less valuable. We can create FAQs on individual pages or dedicated FAQ pages. Don’t have content? Ask us about optional SEO services.

Local SEO is especially important for apartment communities because renters often search by city, neighborhood, school district, employer, hospital, transit stop, or landmark.

We help by creating website content that connects your property to its real local context. That may include neighborhood pages, location-specific copy, nearby points of interest, structured contact information, and clear references to the areas your renters are searching for.

We can also help ensure your website aligns with your broader online presence, including your Google Business Profile and other local listings. Ask about option services to help you update and maintain consistency across your online local listings including GBP.

Yes, it can.

Google Business Profiles are an important source of local business information. For apartment communities, your Google Business Profile may influence how your property appears in local search, map results, and AI-powered search experiences.

Your website and Google Business Profile should tell a consistent story. Your name, address, phone number, website link, categories, photos, amenities, and descriptions should be accurate and aligned to other information about your property online. Ask about optional services to help you add content to your GBP via GBP posts.

Reviews can matter because they help search engines and AI tools understand how real people describe your property.

Reviews may reinforce themes such as maintenance quality, location, staff responsiveness, amenities, noise, cleanliness, or overall resident satisfaction.

Unfortunately, you cannot control exactly what reviewers say, but AIs use them to support a broader story about your community by clearly explaining your property’s strengths, policies, amenities, and value proposition. A strong website and a strong reputation strategy work better together than either one alone. Ask how we can help through our partners at Respage.

Lead tracking has become more difficult because many users block cookies, enable privacy settings, or decline tracking through cookie banners.

As a result, many property managers lose visibility into where website visitors and leads are really coming from. A meaningful percentage of traffic may appear as “direct” or “unknown,” even when it came from a paid ad, an ILS, social media, or another marketing source.

We offer an advanced lead tracking solution designed to recover more of that source data while respecting privacy requirements. There is an additional setup cost, but the benefit is a clearer picture of which marketing channels are actually driving leads.

Better attribution helps you make better budget decisions.

Without reliable lead tracking, it is hard to know which marketing sources are working.

You may be spending money on Google Ads, Meta, ILS listings, organic social media, Google Business Profile optimization and SEO. If your website cannot accurately track where leads are coming from, you may overinvest in sources that look better than they are and underinvest in sources that are quietly driving results.

A better website tracking setup helps you evaluate cost per lead, cost per lease, lead quality, and marketing ROI.

Yes.

A website is often the foundation of your digital marketing, but it works best when it is connected to a broader strategy.

Depending on your needs, we may be able to help with SEO, Google Ads, social ads, analytics, local listings, content, and other marketing services designed to increase visibility and generate more qualified leads. Some of these services are in coordination with our partner Respage.

You can absolutely find SEO services advertised for $99 per month. The better question is what you are actually getting for that price.

For most apartment communities, SEO is not a set it and forget it process. It requires consistent execution using the right strategy, technical SEO knowledge, local search expertise, copyrighting skills, industry-specific tracking setup and maintenance, and an understanding of how renters actually search. It also requires knowing the apartment industry well enough to avoid wasting time on SEO tactics that look impressive but but do not help leasing.

Very low-cost SEO packages are built around fully automated processes with little or no account management and include basic metadata changes, AI generated content development, and automated standardized reporting. That is not the same as tapping into a team that understands apartment marketing, local search, AI search, industry-specific lead tracking issues, availability integration, and the practical realities of competing against ILSs and other communities.

When you pay us more, you are paying for our experience, judgment, and ongoing support, not just automated task completion. We look at your website, your location, your competitors, your Google Business Profile, your content, your lead sources, and your business goals. We think about how your community can be found in traditional search and how to develop and structure content so it has a better chance of being found and understood by AI engines.

You are also paying the support of a dedicated Account Manager who is an SEO specialist and actually works on your account. He or she will meet with you monthly, review results and tell you about next steps. If you need help understanding what the data means or need help explaining results to your boss or third party client, you have a real person to talk to who can help.

Lower-cost SEO may be enough if you have a small community without continuous leasing needs and you want someone to run a basic audit and make a few light updates. But if you want your website to generate a steady stream of qualified apartment leads that support leasing, and compete in a changing search environment, it is worth investing in a partner with the skill and industry knowledge to do the work correctly and consistently.

Our goal is not to sell you the cheapest SEO package. It’s to offer you a high quality, human led service that will make your website easier to find, easier for AIs to understand, and more effective at turning qualified renters into leads.