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111 Queen Street East,
South Building, Suite 450
Toronto, ON M5C 1S2

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The Best Place to Live

CAPREIT-logo-homepage

Background

Canadian Apartment Properties REIT (CAPREIT) is a prominent real estate investment trust in Canada and the Netherlands, managing a vast portfolio of over 67,000 residential rental apartment and townhouse suites, as well as manufactured home community sites.

Challenge

CAPREIT was looking to reposition itself in the rental market, aligning its brand with its expansion vision. As part of this transformation, the company unveiled a contemporary new brand identity and needed to implement it across various touchpoints, starting with its website.  CAPREIT engaged My Left Foot to do just that.

Insight

To successfully convey CAPREIT’s new brand image and value proposition as the “Best Place to Live, Work, and Invest,” a comprehensive website overhaul was necessary.

Market research revealed that a 68% of website traffic originated from mobile devices, emphasizing the importance of a mobile-first design approach.

Solution

The revamped CAPREIT website embraced mobile usability best practices and incorporated several key features to aligned with the company’s value proposition:

  • Enhanced Search Interface
    Leveraging Google Places and Autocomplete APIs, the website empowered renters to pinpoint their searches across various Canadian locations.
  • Custom Google Map Interface
    A custom Google map integrated the new CAPREIT brand, featuring stylized icons, a themed map, and custom data cards highlighting available apartments within the user's search criteria.
  • Rich Apartment Listing Pages
    Each apartment listing page was content-rich, featuring building photos, virtual tours, and video tours. Multiple contact options, including phone, email, inquiry forms, and application forms, were provided. Integration with Google My Business listings ensured accurate contact hours and information.
  • Custom Icons and Neighborhood Information
    Custom icons facilitated quick scanning of building features included in rent. Neighbourhood information for each building provided a sense of location and community.
  • Supporting Content Pages
    Additional pages, such as rental FAQs, leasing process explanations, and apartment lifestyle blogs, complemented the renting process.
  • Employee and Team Showcase
    The website showcased the reasons to join the CAPREIT team through infographics, testimonials, and employee features.

Results

Following the website’s January 2022 launch, CAPREIT experienced significant improvements in various metrics:

  • Increased Mobile Conversions
    Mobile searches and rental applications, which accounted for only 35% of conversions on the previous website, now contribute to 57% of applications, demonstrating improved mobile user engagement.
  • Reduced Bounce Rate
    Enhanced search functionality led to a 22% reduction in the overall bounce rate, indicating that renters were more successful in finding the apartments they were seeking.
  • Low Vacancy Rates
    Most importantly, vacancy rates across the country remained at an all-time low, highlighting the website's positive impact on CAPREIT's business.

The Work

Apartment search
Search results
Apartment detail
Employee features
Custom Google Map
Leasing Process

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My Left Foot Inc. 2024
111 Queen Street East,
South Building, Suite 450
Toronto, ON M5C 1S2

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