As the world becomes increasingly digital, it’s more important than ever for multifamily property marketing to reflect modern values of accessibility and inclusivity. If you’re a multifamily property marketer, making your website accessible is not only the right thing to do – it’s also good business sense.
Accessibility features can help you attract more leads, and show that you’re inclusive of all potential tenants. If you’re bidding on a contract or RFP, having an accessible website can give you a leg up on the competition. Many organizations are now looking for vendors who can provide an inclusive experience for all users, so being able to show that you’re accessible can help you win new business.
“Making your website accessible is not only the right thing to do – it’s also good business sense.”
Additionally, making your site more accessible also makes it easier for current residents to find the information they need and stay up-to-date on what’s happening at the property. When you make your digital marketing materials accessible, you’re not only making them easier to use for people with disabilities. You’re also opening up your potential customer base and making it easier for anyone to use your materials – and that’s a win-win for everyone involved.
Simply put, if you aren’t taking an accessible approach, you’re losing out on potential residents and opportunities for business growth, and even opening yourself up to potential legal trouble. Below are some simple strategies and examples to help bring your marketing materials to the next level:
Use clear and simple language
An important aspect of accessibility is using clear and simple language. Avoid using jargon or complex terms, which can be difficult for people to understand. Use everyday language that everyone can understand, and be sure to explain any technical terms or concepts in a way that everyone can understand.
Pay attention to text format
Break up text into small paragraphs makes it easier to read and digest. Use headings and subheadings to help readers navigate your content. It may seem like a no-brainer, but this strategy can often be overlooked and is extremely effective in increasing accessibility. Take a look at some of these strategies in action in the screenshot taken from our site above.
Take advantage of videos and infographics
Videos and infographics are a great way to convey information in an accessible format. They can be used to provide step-by-step instructions, show how a product works, or give an overview of complex topics. Including lots of photos of the property you are marketing is always a best practice when it comes to multifamily marketing. If you’re looking to design your own graphics, Canva is a great Freemium tool available.
Integrate inclusive design practices
Not everyone has the same level of access to digital content. Some people may have difficulty seeing or reading text, while others may be unable to hear audio or use a mouse. Make sure all of your content is accessible to as many people as possible by providing alternate formats such as text transcripts and audio recordings. Here’s a few other examples of inclusive design practices:
- Make sure your website is designed using responsive design principles. Including a widget where users can adjust or enable elements like webpage color contrast, text size, or screen reading can exponentially increase accessibility. You may have noticed this tool on our site; if not, here’s a screenshot of the one we use!
- Use alternative text for all of your images. Alt text is a short description of the image that is read aloud by screen readers. This helps people with visual impairments understand what the image is showing. This way, people who are blind or have low vision can still understand what is on your website. If you’ve enabled screen reading, you can write the alt text in a way that more seamlessly navigates through the information on your webpage.
- Include captions for all of your videos. This way, people who are deaf or hard of hearing can still enjoy your content.
- Provide options for people who may not be able to use traditional forms of communication, such as contact forms or live chat features. By considering accessibility in all aspects of your digital marketing, you can create a more inclusive experience for everyone.
Remember, a well-designed website that is easy to use and navigate will help you attract more people to your property. A poorly designed website can discourage people from even considering your property, so it’s important to take the time to design a site that is both user-friendly and accessible.
Don’t forget about mobile users
One of the most important things you can do to make your digital marketing more accessible is to optimize your website for mobile use. More and more people are accessing the internet through their phones and tablets, so it’s essential that your website is easy to use for those users. According to this report by Zillow, four out of five renters use online resources to assist in their home search (84 percent). Take a look at our mobile interface below and how we’ve chosen to optimize our site for those users.
Make sure all of your content is easy to read and navigate across all devices, and that all of the links and buttons are easy to tap. Be mindful of how your website features transfer to a mobile interface – there’s nothing more frustrating than trying to load more unit listings and not being able to because a widget is in the way!
While it’s important to make your website as accessible as possible, you also need to think about accessibility when creating digital ads. This includes making sure that your ads are able to be read by screen readers and that they are correctly formatted for mobile users too. Additionally, consider implementing some of the design strategies above when you’re designing creatives for your ads. By keeping accessibility in mind throughout your digital marketing strategy, you can create a more inclusive experience for everyone.
Test it yourself
After you’ve made all of these changes, it’s important to test your website to make sure that it is truly accessible. The best way to do this is to ask someone with a disability to test it out for you. They will be able to give you feedback on what works well and what needs improvement. You can also use online tools such as the WAVE Web Accessibility Evaluation Tool to check for common accessibility issues. By taking these steps, you can be sure that your digital marketing is as inclusive and accessible as possible. Just make sure you regularly check that your accessibility features are working, and don’t be afraid to try out new features.
Looking for ways to transform your marketing and website accessibility? Check out Resi’s services today! We specialize in creating responsive, inclusive, accessible websites for multifamily properties. Contact us today to learn more about how we can help you attract more leads and win new business.
Accessibility should be at the forefront of every digital marketing strategy. Let us show you how easy it can be!
