BELMONT, CA—In the tech-oriented regions of the Bay Area and Northern California, it is essential for multifamily developers and apartment managers to use technology to attract prospective renters. Technology is affecting everything from how apartment owners find and attract new residents, provide customer service to existing residents and enhance on-site amenities. However, more often than not, it's the apartment community's amenities and services that convert leads to signed leases, says Caroline Anzur, vice president of marketing and education for Woodmont Real Estate Services in this exclusive.

“You must have the right digital technology just to make an impression in today's marketplace, or lose your audience quickly. If you don't have the basic best practices on websites, for example, prospective renters might perceive the property you are marketing as outdated and undesirable,” Anzur tells GlobeSt.com. “Apartment websites have to be responsive and mobile friendly with click-to-call or text features and the ability to start an application or lease online. And for residents, they need a portal that allows them to pay rent or schedule maintenance from wherever they happen to be. Everything has to be fast, simple and easy, or they will go elsewhere.”