What's the easiest way to:
- damage your apartment marketing strategy's performance
- consistently lose good-fit prospects to competitors
- keep vacant units empty longer?
The answer: Not having integration between your apartment website and the tools that manage your rent pricing, unit availability, and leasing pipeline.
When visiting your website, today's renters expect to see real-time pricing and availability along with fast, seamless communication with your leasing team after reaching out.
That's what integration manages—and its impact cannot be neglected.
What happens when apartment websites lack integration?
Without integration with your community's Property Management Software (PMS) and/or Customer Relationship Manager (CRM), one of these three scenarios usually happens:
Scenario #1: Marketing performance across the board suffers.
It takes so much effort (and money) to make prospective renters aware of your apartment community's existence and point them to your community website.
Your website may even feature high-quality images and videos of your property, establishing that needed first impression to attract those renters once they visit.
But because you're not showing them live pricing and availability, they have no reason to take next steps.
That means:
- Every dollar spent on digital ads? Wasted.
- Building a website that converts prospects to renters? Not happening.
- ILSs, social media, Google Business Profile? They're not able to help.
Oh, not to mention, your website will lack the unit-level information necessary for higher rankings in Google and AI search.
Integration, or lack thereof, is felt across every channel in your marketing strategy.
Scenario #2: Renters see "Call for Details"—the three scariest words imaginable.
If your website lacks (or blocks) renters from seeing the details they need, they'll leave—no matter how much they like your apartments.
Integration makes your website more helpful, transparent, inviting, and trustworthy. It respects renters' evaluation and decision-making processes. It gives them a reason to continue.
Having them "Call for Details" sends the opposite message. It says:
- "We want to make this more challenging for you."
- "We don't want to show pricing because it's way too expensive."
- "We may or may not have an available unit in the time frame you're looking for. But if you take an extra 10 minutes to call (after leasing office hours) to leave a voicemail, then you might get the answer!"
And, psychologically, that's what lack of integration already forces them to do.
Scenario #3: Leasing blames marketing for lack of leads, but the leasing team is missing half of the real leads that are coming in.
The back-and-forth will go like this.
Leasing agent: "We're well below our occupancy target and now everything's on the line. Where are the leads?"
Marketer: "Our reporting shows we've had 1,000 website visitors this month, 700 video tour views, and 200 form submissions from the 'Contact Us' page. That's more than enough to help."
Leasing agent: "Well the CRM is only showing 50 leads. The tracking source says ILSs or our chatbot. So have we been letting more than half of our leads slip through the cracks unnoticed? That would explain why we have so many no-shows on tours."
Marketer: "If we're not following-up with individuals after they schedule a tour online, they'll either forget or become concerned by the lack of communication."
And that problem won't be solved unless the community's website integrates with its CRM tool.
Why does website integration with a CRM, PMS tools matter?
Websites with integration are conversion ready because:
- PMS data (like rent pricing and unit availability) automatically populates key website content, keeping it accurate and up to date.
- CRM integration captures renter inquiries and tour requests and routes their information to leasing teams in real time, enabling faster follow-up and better lead tracking.
Without PMS or CRM integration—as each of those scenarios before make clear—websites display outdated info and critical renter interactions are lost or delayed.
What does PMS integration do for apartment websites?
Today’s renters want to see affordability and availability upfront—and if they can, they’re more likely to act faster.
PMS integration automatically pushes up-to-date rent pricing and unit availability to your floorplan pages. It also enables direct linking to online leasing applications.
PMS integration also improves visibility in AI-powered search, which relies on unit-level info like pricing to answer specific renter queries.
That means renters can get the details they demand, make more informed decisions, and start the leasing process—without needing to call or email.
What does CRM integration do for apartment websites?
CRM integration tells the website where to send a renter’s info when they fill out a form or schedule a tour.
It ensures that:
- Leasing teams are immediately alerted to new leads and can respond quickly.
- Renters receive automated confirmations and follow-up.
CRM integration also helps with tracking where leads came from and how they interacted with your website—which gives both leasing agents and marketers more valuable context.
Conclusion
High-converting apartment websites integrate with a community's PMS and CRM tools.
That's why integration has a central role in RentVision's Community Websites—ensuring pricing is accurate, unit availability is in real-time, and qualified leads who do convert are never missed.
RentVision's supported PMS integrations include:
- Appfolio
- Entrata
- RealPage
- ResMan
- RentManager
- Yardi Voyager
RentVision supports these CRMs:
- Funnel
- ILoveLeasing
- Knock
- Lasso
- Entrata CRM
- Yardi CRM
Ready for your website to convert leads to leases thanks to built-in integration with your PMS or CRM? RentVision can help. Schedule a demo today.