This article is part of our Real Estate & Property Management Marketing Guide: how buyers, sellers, owners and tenants find you online, what the housing ad rules allow, and how to choose the right help. Want to know where your site stands? Get a free 20–30 page website audit within 24 hours.
A property management website needs to serve two very different visitors. Owners come to decide whether to hire you. Tenants and applicants come to find a rental, apply, pay rent or report a repair. The must-haves are the pages and tools that let each group finish its task in a few clicks.
Most property management sites fail one audience to serve the other. Some look like a listings feed with no owner pitch. Others pitch owners well but bury the tenant portal link, so residents call the office instead. This checklist covers both.
It is part of our Real Estate & Property Management Marketing Guide. Rules on licensing, advertising and fees vary by state, so confirm the details with your state regulator or broker of record.
Key Takeaways
- Give owners and tenants separate, clearly labeled paths from the homepage.
- Owner pages should explain services, service area, process, fee structure and who the team is.
- Tenant pages should link straight to listings, applications, rent payments and maintenance requests in your property management software.
- Show your license details, Equal Housing Opportunity statement and policies where people expect them.
- Fast mobile pages, accessibility and basic security are part of the job, not extras.
1. A homepage that splits the audiences
Your homepage has one main job: send each visitor the right way. Put two obvious choices near the top, such as "I own a property" and "I rent or want to rent."
Do this:
- Owner button leads to your owner services page and a rental analysis or inquiry form.
- Tenant button leads to available rentals, the resident portal and maintenance requests.
Not this:
- One generic "Contact us" form that mixes owner leads with repair requests.
- A carousel of listings as the only thing above the fold.
2. Owner services page
This is your most important sales page. Owners compare it against two or three competitors. The National Association of Residential Property Managers tells owners to look at experience, local market knowledge, services offered, reviews and fees and contracts. Answer each one.
Include:
- Property types you manage. Single-family, small multifamily, condos, HOAs or short-term rentals.
- Service area. Name the cities and neighborhoods you serve.
- Services in plain words. Marketing, screening, leasing, rent collection, maintenance coordination, inspections, owner statements, evictions coordination.
- Your process. What happens in the first 30 days after an owner signs.
- Fee structure. At minimum, explain what your fee covers and what costs extra. Whether to publish numbers is a separate choice, covered in should property managers publish their fees online?
- A clear call to action. A rental analysis request or a short owner inquiry form.
Owner FAQ
Regulators coach owners to ask specific questions. For example, the California Department of Real Estate's Quick Guide for Landlords Hiring a Property Manager tells owners to ask how tenants are screened, how long it takes to fill a vacancy, what insurance or bond the company has, and whether there is a trust account for deposits and rents. It also tells owners to confirm the contract covers repair handling, monthly accounting reports and a clear termination date.
Turn those questions into your owner FAQ. If an owner sees the answers before they call, you have already passed the first test.
3. Location pages that are actually local
If you serve several cities, give each one a page. Each page should say something true and specific about that market: the property types you manage there, local rules owners should know about, and the neighborhoods you cover.
Avoid copy-paste pages that swap only the city name. Those pages add little value for readers and are what search engines treat as doorway pages. Write each one for owners in that market first.
4. About page with real people
Owners hand you their largest asset. They want to know who will answer the phone.
- Photos and short bios of the broker, managers and key staff.
- License numbers and the responsible broker, where your state requires them.
- Years in business and memberships, with links to the issuing bodies so owners can verify them.
- Office address and hours, if you see clients in person.
5. Tenant and applicant tools
Tenants rarely want to read. They want to do something. Link these clearly from the main menu:
- Available rentals. Usually a listings feed from your property management software.
- Apply online. Rent Manager's marketing and leasing page, for example, says managers can build application templates "that prospects can easily access and complete on your website."
- Resident portal login. Rent payments, autopay and maintenance requests. According to Buildium's Resident Center page (checked 29 October 2026), residents can set up autopay, submit maintenance requests with photos and track repair status.
- Maintenance and emergencies. Say what counts as an emergency and how to reach you after hours.
- Resident resources. Move-in and move-out guides, renters insurance requirements, and policies.
Our guide to tenant portals and online rent payments covers how these tools connect to your site.
6. Listings that syndicate and stay in sync
Your vacancies should appear on your site and on rental portals at the same time, from one source. Most property management platforms do this. AppFolio's marketing and leasing page, for example, describes sharing vacancies "on your website and internet listing services with a single click."
Each listing page should have accurate rent, deposit, availability, pet policy, photos and a way to apply or schedule a showing. See rental listing syndication for the full picture.
7. Fair Housing and compliance basics
Every ad and listing you publish is covered by fair housing law. HUD's Fair Housing Act overview lists the protected classes: race, color, national origin, religion, sex, familial status and disability. The federal advertising regulation, 24 CFR 100.75, makes it unlawful to publish a housing ad that "indicates any preference, limitation or discrimination" based on those classes. State and local laws often add more protected classes.
On your website, that usually means:
- An Equal Housing Opportunity statement or logo in the footer.
- Listing copy that describes the property, not the ideal tenant.
- Screening criteria published consistently for every applicant.
For wording examples, read fair housing advertising rules for real estate and rental websites. Have your broker or counsel review your templates.
8. Reviews and proof
Owners check reviews before they call. Show a few on your site and link to your Google profile so they can read the full picture. Do not pick and choose in misleading ways: the FTC's Consumer Reviews and Testimonials Rule Q&A explains the rule, in effect since 21 October 2024, that bans fake reviews and review suppression. Our article on property management reviews covers how to ask for and display them.
9. Speed, mobile, accessibility and security
Tenants mostly use phones. Owners often check you between meetings. The technical basics matter:
| Area | What "good" looks like |
|---|---|
| Mobile | Tap-to-call, short forms, readable listing pages |
| Speed | Listing pages and photos that load quickly on a phone |
| Accessibility | Built to the current W3C standard, WCAG 2.2, at Level AA |
| Security | HTTPS everywhere, updated plugins, no tenant data stored in the website itself |
| Search | One page per service and city, clear titles, business details that match your Google profile |
Keep applications, payments and personal data inside your property management software, which is built for it. Your website should link to those tools, not try to copy them. See our WCAG accessibility services page for more on accessible builds.
Next step
Once you have the list, the next question is how owners use it to judge you. Read how property owners find and choose a property manager online. Or get a free 20–30 page website audit within 24 hours to see which must-haves your site is missing.
Frequently asked questions
What pages does a property management website need?
At minimum: a homepage that splits owners and tenants, an owner services page, location pages for the cities you serve, an About page, available rentals, an application link, a resident portal link and a contact page. An owner FAQ and resident resources page are strong additions.
Should tenants and owners use the same contact form?
No. Separate forms keep owner leads from getting buried under repair requests. Send maintenance requests to your portal and give owners their own inquiry or rental analysis form.
Can my website handle rent payments directly?
It is usually better to link to the payment tools in your property management software. Platforms like Buildium describe autopay and maintenance requests inside their resident portal. Keeping payments there means sensitive data stays in a system built for it.
Do I need an Equal Housing Opportunity logo on my site?
Fair housing law covers every housing ad you publish, including your website. Many managers show the Equal Housing Opportunity logo or statement in the footer. Confirm the exact requirements for your state with your broker of record or counsel.
How many location pages should I create?
Create one for each city or area you actually serve and can describe in a useful way. A page with real local detail is worth more than ten pages that only swap the city name.
