Why That Mega-Site Isn’t Always Your Friend
Let’s talk about something that just came out of AIM — the biggest marketing event of the year in multifamily.
A session our team attended pitched the idea that consolidating all your properties into one big regional or corporate site is the best path forward in today’s market. Their main argument? One giant site with 170,000 visits is more powerful than a bunch of individual sites with 1,700 visits each.
Sounds logical… until you take a closer look.
Here’s what they didn’t mention: those giant sites often can’t compete when it comes to neighborhood-specific content or hyperlocal SEO — and even the session speakers admitted it offstage.
What we’ve seen — and what we’re proving with Swifty clients — is that you can absolutely outrank high-traffic mega-sites like Apartments.com when you optimize at the property level.
That’s not theory. That’s data.
Let’s break it down.
Big Traffic ≠ Big Results
Sure, a single site with 170,000 visits might get some love from Google. But that assumes all those visits are relevant to your leasing goals.
When you’re one of 100+ listings on a regional site, you’re not getting 170,000 views. You’re getting fractional visibility — and often to the wrong audience.
Now contrast that with a property website optimized for “2-bedroom apartments near Zilker Park” or “dog-friendly apartments in East Fort Worth.” Suddenly, you’re not chasing traffic — you’re meeting renters where they’re searching.
And that’s what converts.
Even the Big Guys Admit It’s Hard
Here’s the kicker: one of the session speakers told our team they “struggle to create neighborhood-specific content.” That’s not surprising.
Portals and regional sites are built for scale. What they’re not built for is authenticity. They can’t speak to the coffee shop across the street, the vibe of the neighborhood, or what it feels like to live there.
Individual property websites can. And that’s exactly what Google —and renters — want.
How Swifty Fits In
Swifty was built for this. Our platform makes it easy to launch high-performing, SEO-optimized property websites fast. No agencies. No development teams. Just smart, AI-driven content and lead gen tools that get results.
We’ve seen clients go from buried in search to dominating local map packs in weeks. Not with a massive site, but with the right site.
