Multifamily Website and Branding—Which Do You Need?

Multifamily Website and Branding – Which Do You Need?

For multifamily operators, the difference between a brand that attracts residents and one that gets overlooked often boils down to two elements: branding and a website. They’re like the foundation and structure of a building— each essential and interconnected, yet serving distinct purposes. If you’re wondering whether you need a new website or a complete branding overhaul (or both), this guide is for you.

What’s the Difference Between Branding and a Website?

You might be thinking: “No kidding.” Hang in there—a website is built upon a brand. And they both have a distinct role to play, even though they’re deeply connected. Here’s how we separate them out in our mind:

• Branding is the why behind your property. It’s the emotional and visual connection you create with your audience. This includes:
  • How you look. Your logo, color palette, and typography.
  • How you sound. Your brand voice—how you communicate in emails, on your website, and even in person.
  • How you’re different. Your value proposition. Essentially what you have to offer that makes your property different (in a good way).

A Website is the how. It’s the primary tool used by prospective residents in their research journey of finding a new home. It simultaneously serves as a way to deliver your brand’s story and property information – and it also is used as your primary ecommerce leasing tool. A digital home base to generate leads and convert high quality traffic across your property’s entire digital footprint.

Signs You Need a Branding Overhaul

Whether you’re planning to revamp your website or not, it’s always a great idea to consider whether your brand could use a refresh. Here are some considerations of when a brand refresh is a good approach:

You’re Launching a New Development. If you’re starting from scratch, branding is essential for creating a unique identity.

Your Logo and Visual Identity Are Dated. A modern, cohesive brand helps your property stand out in a competitive market.

Your Property Isn’t Attracting the Right Residents. Branding determines who your ideal residents are and how to connect with them emotionally.

Your Messaging Feels Inconsistent. Do your marketing materials, leasing office decor, and online presence feel mismatched? A clear brand story ensures your website communicates the same message everywhere.

Your Property Got a Face Lift. A major construction or rehab project, new management, or a post-acquisition transition are all prime opportunities to introduce refreshed branding that reflects your property’s new identity.

Signs You Need a New Website

Whether your branding is perfectly polished or not, your website is the digital home base for your property and plays a critical role in driving results. A strong digital presence can tell your story, generate leads, and convert traffic into action. Here are some signs it might be time for a new website:

Poor Digital Performance and Lead Conversion. A website that doesn’t convert visitors into leads can leave you struggling to meet occupancy goals.

Outdated User Experience. A great user experience (UX) is all about delivering the right information to the right audience at the right time. Renters rely on your website throughout their research journey, often using their phones to evaluate options. If your site isn’t mobile-friendly, fast, and intuitive to navigate, you could be missing out on critical opportunities to connect with prospective residents.

Hard-to-Manage Templates. Managing your website shouldn’t feel like a chore. Rigid templates can make updates cumbersome and limit your ability to customize. With Resi, editing and scaling is easy (Hawthorne launched 60 sites in 60 days with Resi’s Enterprise Themes!)

Ineffective Performance Measurement & Data Access. If tracking your website’s effectiveness feels like guesswork, it may be time for a platform that provides clearer insights. Your website should come with a clear dashboard to see your property’s performance at a glance.

Integration Challenges. Your website needs to work seamlessly with your PMS, CRM, and other tools.

Misaligned with Your Brand or Resident Experience. Your website is an extension of your brand and the resident experience you deliver. If it doesn’t represent your brand’s identity or showcase the quality of your property, it’s time for a refresh. When you’ve invested in a great brand, you should have the tools to show it off in full!

Why Branding and a Website Work Best Together

Teamwork makes the dream work, 100%. At Resi and Zipcode Creative, we see the best results when branding and website design are tackled together. Here’s why:

Brand Informs Design.

Your brand identity—logo, colors, and voice—directly impacts the look and feel of your website. Certainly a website can look great even without brand development preceding it, but with thoughtful brand development a website can speak more precisely to your exact target resident, tell a better story, and depict the lifestyle and experience your community offers– ultimately creating powerful differentiation from your competitors.

Messaging and Storytelling Drives Conversions. Your website is like a book: the branding is the story, and the design is the cover that draws renters in. Most properties offer similar features, but it’s the story you tell about your community’s lifestyle that sets you apart.

A clear, compelling message weaves your brand narrative throughout your website, connecting with renters on a deeper level. By aligning your message with their aspirations, you build trust, enhance brand equity, and drive conversions.

Cohesion Builds Trust. When your website reflects your brand seamlessly, renters are more likely to trust you. (And trust is a result of brand recognition which can lead to loyalty and retention.) 

The Wexford: An Example of Beautiful Collaboration

Wondering how we know all this? Real experience. Zipcode Creative + Resi were both tapped to help with The Wexford. Together, they collaborated to bring The Wexford’s vision to life. Zipcode Creative was on deck for design and Resi built a custom website that perfectly translated the brand into a functional, high-performing digital experience.

Honestly, we work really well together because we each get to do the things that we’re best at: Zipcode Creative dials in the brand development (verbal to visual identity) while Resi creates the beautiful, performance-based custom websites with tailored SEO and integrations.

What’s Next?

Before diving into a branding overhaul or website redesign, make sure you’re asking the right questions to ensure your digital strategy is set up for success:

• Does your brand provide a strong foundation for your digital presence, or does it need a refresh to truly stand out?
  
• Is your website an effective and high-performing tool for attracting and converting renters?

Resi and Zipcode Creative seamlessly integrate branding and web design to deliver cohesive, high-performing solutions that resonate with your ideal residents. Whether you’re looking for a complete overhaul or just need a digital facelift, we’re here to help, together.

Thinking through your property’s needs and wondering what better branding and a fresh website could do for your community? Reach out, and let’s discuss how you can better attract and convert your ideal residents.