Morgan Properties’ Website Redesign

About Project

Morgan Properties is a national real estate investment and management company headquartered in King of Prussia, Pennsylvania. The company is one of the nation’s three largest multifamily owners and operators, with over 90,000 apartment homes across more than 340 communities.
Over the past few years, Morgan Properties has experienced exponential growth, and has evolved into a household name in the multifamily industry. As a result of several acquisitions, Morgan Properties felt it was time to elevate both its corporate website and over 300 community sites to create a cohesive brand experience for its residents.
The goal of the website redesign initiative was to reintroduce the company in existing markets and build a lasting first impression in new ones by representing “Best-in-Class” status. The community sites were created with seven distinct design templates to give each community website a look and feel that resonates with its target audience and unique characteristics. All 300+ sites are optimized with Smart SEO, SEM, and cross-device responsiveness, and include features such as accessibility compliance level AA, call scoring, pricing, availability, and lead push integrations.
Throughout this project, the team partnered with industry-leading designer G5, and integrated site enhancements from partners including Engrain, Yext, Yardi, BetterBot, and LCP Media, to create a seamless user experience. The new sites include self-service functions such as interactive floor plans, enhanced virtual tours, responsive AI chat technology, and access to simplified online scheduling tools, which all improve the prospective resident’s leasing journey.
Since the website redesign, Morgan Properties has seen an increase in total and qualified calls, form submissions, as well as total and organic search sessions by triple- and double-digit percentages, with an increase in organic traffic across sites by more than 30% when compared to year-over-year results. Morgan Properties plans to continue evolving both the corporate and community sites to best meet their residents’ needs.
The website redesign campaign and its segmented creative look and feel has been strategically integrated into other property marketing materials, including digital prospect brochures, paid media advertising, email communications, flyers, postcards, and social media graphic templates. Now, all marketing touchpoints along the renter’s customer journey from lead to lease are cohesive, enhancing the resident experience and aligning with the next iteration of the Morgan Properties’ brand.