CRO for Multifamily: 7 Website Fixes That Can Increase Your Lease Conversions by 25%

Two professionals engaging with a computer, discussing marketing strategies for property management, emphasizing collaboration and innovation in multifamily marketing.

You spend thousands on ads, time on content, and effort crafting your brand, but how many of those website visitors are actually converting into signed leases?

If you’re like most multifamily teams, the answer is “not enough.”

That’s where CRO—Conversion Rate Optimization—comes in. CRO is the science (and art) of turning more of your existing website visitors into paying customers. It’s a core strategy in eCommerce, SaaS, and now, multifamily.

The best part? You don’t need a huge overhaul to get results. With a few strategic changes, many communities see a 15%–25% lift in conversions, all without increasing ad spend.

Here are seven high-impact CRO fixes to help you get more leases from the traffic you’re already generating.

1. Add Sticky CTAs

Make it impossible to miss your most important actions.

A strong call-to-action (CTA) like “Schedule a Tour” or “Check Availability” is only effective if renters see it and act on it. On mobile, especially, renters scroll fast and click impulsively. If your CTA is buried or only appears once, you’re losing conversions.

The Fix:

Implement sticky CTAs—buttons that remain fixed on the screen as the user scrolls. They’re especially critical on mobile, where screen space is tight and attention spans are short.

Use them to:

  • Prompt tour bookings
  • Drive inquiries
  • Push applications

By keeping the next step always visible, you increase the likelihood of action at any point in the user’s journey.

2. Improve Page Speed

A one-second delay can cost you 20% of your conversions.

Renters won’t wait. If your site takes longer than 3 seconds to load, they’ll bounce—often without even seeing your content. This is especially painful on mobile or when users are on slower networks.

The Fix:

Use tools like:

  • Google PageSpeed Insights
  • GTmetrix
  • Lighthouse

Identify bottlenecks, and then:

  • Compress large images
  • Minimize JavaScript
  • Leverage browser caching
  • Remove unnecessary tracking scripts

A faster site = more leases. It’s that simple.

3. Simplify Navigation

Less clutter, more clarity, better conversions.

Think of your website like a leasing office. If a prospect walked in and couldn’t figure out where to go, they’d leave. Online behavior is no different.

The Fix:

Review your site menu and internal links:

  • Eliminate any low-traffic or distracting pages
  • Use clear, predictable labels like “Floorplans,” “Apply Now,” and “Amenities.”
  • Structure your site around a clear funnel from discovery to conversion

When visitors know where to go, they’re far more likely to take action.

4. Use Behavioral Analytics

What renters do on your site is more revealing than what they say.

Even with analytics, you may not see where friction is happening unless you watch actual behavior. That’s where behavioral tools like Hotjar or Microsoft Clarity become invaluable.

The Fix:

Install these platforms and review:

  • Heatmaps: See where people click and scroll most
  • Session Recordings: Watch how renters interact with each page
  • Rage Clicks or Dead Zones: Identify areas causing confusion or frustration

Use this data to fix:

  • Poorly placed CTAs
  • Low-engagement content
  • Confusing navigation or form fields

Real behavior leads to real insights—and real improvements.

5. Personalize Content Where Possible

Not every renter is the same—why should your messaging be?

With the right tools, you can dynamically change content based on a user’s location, device, or behavior. Even small changes can make a big difference in conversion.

The Fix:

Use dynamic content platforms or personalization tools to:

  • Show move-in specials only to first-time visitors
  • Display different images for mobile vs. desktop
  • Customize content by referral source (e.g., different messages for paid search traffic vs. social)

Personalized content can lift conversion rates by 10–15% without adding friction or complexity.

6. Highlight Your Unique Value Proposition (UVP)

What makes your property different needs to be obvious and fast.

Renters don’t have time to dig. Within a few seconds of landing on your page, they should understand what sets your property apart.

The Fix:

Identify your UVP:

  • Is it your walkability?
  • Luxury amenities?
  • Flexible lease terms?
  • Smart home features?
  • Proximity to transit?

Make sure this message is above the fold and repeated throughout the site.

Example:

“Live minutes from downtown with skyline views, private rooftop access, and no long-term lease commitment.”

Let renters know why you’re worth their attention—and their application.

Your Website Is Your Digital Leasing Office—Make It Work Harder

Your physical leasing team works 9–5. But your website? It’s working around the clock—at least it should be.

If your site isn’t:

  • Fast
  • Clear
  • Persuasive
  • Mobile-friendly
  • Action-oriented

Then you’re not just missing opportunities—you’re paying for traffic that never converts.

CRO is the difference between 1 lead per 100 visitors and 5 leads per 100 visitors. It multiplies the value of every ad, every click, and every visit.

At Lease Ups, we specialize in UX and CRO audits designed specifically for multifamily. We don’t just tweak buttons—we overhaul performance so your site becomes a real leasing engine.