5 Website Features Every HMO Business Needs
“A well-designed HMO website doesn't just attract tenants - it attracts the RIGHT tenants and saves you hours of admin.”- Roxie Andrew
Yes, HMO landlords benefit from their own website. The essentials are professional room listings, smart enquiry forms, a tenant portal, clear compliance and trust information, and a local area guide, so you attract the right tenants and cut admin without relying on listing portals alone.
Why Your HMO Business Needs a Website
Most HMO landlords rely entirely on Rightmove, SpareRoom, or Facebook to find tenants. While these platforms work, they come with limitations: high fees, limited branding, and no way to build long-term tenant relationships.
A professional website sets you apart from amateur landlords and gives you control over your marketing. You can build all five of the features below with Brick, and our HMO website builder is set up for exactly this kind of operator. Here are the five features that make the biggest difference.
1. Professional Room Listings
Your room listings are the heart of your website. They need to do more than show a bed and a price - they need to sell the lifestyle.
What to Include
- High-quality photos: Multiple angles, good lighting, show the room at its best
- Room specifications: Size, furnishings, storage, window direction
- Pricing: Monthly rent, deposit, bills included or not
- Availability: Move-in date, minimum tenancy
- Amenities: What's included (WiFi, cleaner, parking)
Best Practices
- Use consistent photo style across all rooms
- Show communal spaces (kitchen, living room, bathroom)
- Include a floor plan if possible
- Add virtual tours for serious landlords
- Keep availability updated in real-time
Why It Matters
Quality listings attract quality tenants. When you present rooms professionally, you attract professionals who will treat your property with respect.
2. Smart Enquiry Forms
A basic contact form gets basic leads. Smart enquiry forms pre-qualify tenants and save you time on unsuitable applicants.
Essential Fields
- Name and contact details
- Which room they're interested in
- Desired move-in date
- Employment status
- Current living situation
- How they found you
Advanced Features
- Conditional logic: Show different questions based on answers
- Availability checker: Only show rooms available for their dates
- Instant acknowledgement: Automated email confirming receipt
- CRM integration: Feed enquiries into your management system
Why It Matters
The right form filters out time-wasters before they reach your inbox. You'll spend less time on unsuitable enquiries and more time with genuine prospects.
3. Tenant Portal
Once tenants move in, your website can continue working for you. A tenant portal streamlines communication and reduces admin headaches.
Basic Portal Features
- Document storage: Tenancy agreements, house rules, inventory
- Maintenance requests: Online form to report issues
- Contact information: How to reach you for different issues
- FAQ section: Answers to common questions
Advanced Portal Features
- Rent payment: Online payment options
- Notice submission: Digital notice to vacate
- Reference requests: Automated reference process
- Community features: Tenant noticeboard, events
Why It Matters
Self-service options reduce calls and emails. Tenants appreciate being able to handle things themselves, and you save hours each month on admin.
4. Compliance and Trust Information
Potential tenants want to know they're dealing with a legitimate, compliant landlord. Your website should reassure them.
What to Display
- HMO licence: Reference number and licensing authority
- Gas Safety Certificate: Confirmation of annual checks
- EPC Rating: Energy performance certificate
- Deposit scheme: Which scheme protects deposits
- Landlord credentials: Professional memberships, accreditations
Building Trust
- Display testimonials from current/past tenants
- Show how long you've been operating
- Include photos of yourself and your team
- List any awards or recognition
- Explain your tenant selection process
Why It Matters
Tenants are increasingly savvy about rogue landlords. Displaying compliance information upfront filters out concerns and attracts tenants who value professionalism.
5. Local Area Guide
You're not just renting a room - you're selling a location. Help potential tenants understand what makes your area great.
What to Include
- Transport links: Nearest stations, bus routes, journey times to city centre
- Amenities: Supermarkets, gyms, cafes, restaurants
- Employment hubs: Major employers, business parks, hospitals
- Lifestyle: Parks, nightlife, community feel
- Practical info: Council tax band, parking, local services
Content Ideas
- Interactive map showing key locations
- "Day in the life" blog posts
- Video tours of the neighbourhood
- Seasonal events and activities
- Insider tips from current tenants
Why It Matters
Many tenants are relocating and don't know the area. A good local guide answers their questions before they ask, reducing friction in the enquiry process.
Bonus: SEO and Marketing Integration
A website only works if people can find it. Build these elements in from the start:
- Local SEO: Optimise for "rooms to rent in [area]" searches
- Social sharing: Easy sharing of room listings
- Analytics: Track which listings get most interest
- Email capture: Newsletter signup for property alerts
- Retargeting: Pixel installation for ad remarketing
Implementation Priority
If you're building an HMO website, here's the order to prioritise:
- Room listings - This is why people visit
- Enquiry forms - Convert visitors to leads
- Compliance info - Build trust quickly
- Local area guide - Help with decision-making
- Tenant portal - Add once you have tenants
The ROI of a Professional Website
Consider the numbers:
- SpareRoom premium: ~£100/month
- Time spent on unqualified leads: Priceless
- Lost rent from void periods: Hundreds per week
A professional website that fills rooms faster and attracts better tenants pays for itself quickly. Plus, it's an asset you own - not a monthly subscription to a platform.
Conclusion
The HMO market is competitive. Landlords who present professionally attract the best tenants and command premium rents. A website with these five features isn't a luxury - it's a competitive advantage.
Start with the essentials (listings and enquiry forms), then add features as your business grows. Every improvement makes your operation more efficient and your brand more professional.
Frequently Asked Questions
Do HMO landlords need a website?
You do not strictly need one, but a website gives you control that listing portals do not. It lets you brand your rooms, pre-qualify enquiries, show your compliance credentials and reduce void periods, all without paying per listing.
What should an HMO website include?
At a minimum: professional room listings with good photos and pricing, smart enquiry forms that pre-qualify tenants, clear compliance and trust information, and a local area guide. A tenant portal is worth adding once rooms are filled.
Will a website help me find better tenants?
In our experience it does. Presenting rooms professionally and showing your HMO licence, gas safety and deposit scheme upfront tends to attract tenants who value a well-run house, and the enquiry form filters out time-wasters before they reach your inbox.
How long does it take to get an HMO website live?
With a builder set up for property operators, most people are live in a matter of minutes rather than weeks. You add your rooms, pricing and compliance details, then publish on your own domain.
Build your HMO website without the hassle
Get professional room listings, smart enquiry forms and compliance details live on your own domain. Our HMO website builder, powered by Brick, is made for landlords who want to fill rooms faster and look the part.