November 19.
(At least, that’s the day for 2024.)
No, it’s not election day or Thanksgiving or Black Friday.
But if you’re a multifamily marketer looking to launch new apartment websites for 2025, this is just about the ideal date to launch a new site for “traditional” multifamily properties. (It’s usually a different schedule for sectors like student housing.)
Why?
A few reasons:
📊 Even with all the preparation and planning for things like SEO redirects, you’ll typically see an organic traffic dip for about 30-60 days after you launch a new site. (Manage expectations here. To be safe, tell your Ops team that traffic will dip for 90 days.)
Sure, you can always overcome that dip with more advertising … but who wants to spend that extra money if you don’t have to?
When you launch at a slow traffic time during the year, you don’t have to worry about missing as much demand.
Launching toward the end of November gives you plenty of time to work through any traffic dips and ensure that your new content is ranking and gaining authority in plenty of time for next year’s busy leasing season.
It also gives you time to collect real user and conversion data so you can tweak your approach and have your conversion rates dialed in by the time more shoppers start hitting your sites.
🦃 It’s a solid week+ before Thanksgiving, so that gives you plenty of time to make post-launch adjustments and work through any rogue bugs you might find before the holiday.
🗓️ It’s a Tuesday, which is typically a slower day for website traffic. (Your data may vary, so check your stats to see if your properties follow a different pattern.) Mondays are often a higher traffic day as people pick up their online shopping after the weekend.
Your website partner will tell you: It’s never a great idea to launch new sites or software on a Friday (or anywhere close to the 1st of the month … you need your systems working without fail when it’s time to collect rent).
I tell you all of this now so you can be prepared for it.
Sure, there are plenty of strong website partners (including our team here at 30 Lines) that can deliver a nice template design in 10 days or less.
But that means you need to be organized and ready to deliver all of your creative assets and integration info for your website partner.
And if you want a more custom design, you want to be in those conversations *right now* in order to give your designer time to deliver those creative designs for you (and work through the inevitable feedback from your team).
I know you’re submitting your budgets for money that you plan to spend in 2025, but this is one instance where it’s best to give yourself a slight head start.
With as much competition as we have coming, you’ll be out ahead of the pack with beautiful, highly-functional new sites come next spring.
Ready to take your apartment websites to the next level?
