In the multifamily industry, both rental and website traffic is seasonal. Though there can always be exceptions, typically, website traffic rises somewhat in January, peaks during the summer months, then continually decreases through December. This is directly related to the times of year when people generally search for an apartment.

A great tool that can give you insights about people’s search habits is Google Trends. Here you can enter a search term that applies to your community and see how frequently that term is searched throughout the year.

The seasonality of multifamily website traffic can make it difficult to assess how well your website is performing if you try to compare it to the previous period, particularly during the fall and winter months when traffic trends down. If you have year-over-year website data available to you through Google Analytics or your Respage SEO reports, it is helpful to compare your current results to the same period of time the previous year to see if traffic is improving.