Ask ten owners how often a property website should be updated and you will get ten guilty looks. Most property sites are updated exactly once — the day they launch — and then drift slowly out of sync with reality until a broker calls about a suite that leased eight months ago, or worse, does not call at all.
The honest answer is that cadence matters less than triggers. A property website does not need constant novelty; it needs to be true. Nobody expects a building to blog. Everybody expects the availabilities to be real. Here is a framework for keeping the site accurate without turning it into a part-time job — and an answer to the question that actually determines whether any of this happens: who does the work.
Update immediately: the non-negotiables
Some changes should hit the site within days, because being wrong about them actively costs you money. Availability is the big one. A prospect who inquires about a suite that leased last quarter loses a little trust in everything else the site says. Worse is the prospect you never hear about: the one whose broker checked the availabilities page, saw nothing that fit, and crossed the building off the list — while the right suite had been sitting empty for a month, unlisted.
A suite leases, or a new one becomes available
Asking rates or lease terms change
A leasing contact changes — a dead phone number is a dead lead
An amenity opens, closes, or changes hours
New photography or floor plans are ready
A realistic cadence for everything else
Beyond event-driven updates, a light quarterly rhythm covers most buildings. Once a quarter, walk the site the way a prospect would: click every link, read every page, look at every photo, and ask what has quietly become false. Seasonal photos, neighborhood changes, new tenant signage, a construction project wrapping up next door — small things accumulate into an impression of neglect. Then once a year, go deeper and reconsider the positioning itself: is the one-line description of the building still how you would pitch it across a table? Markets shift, and the site should shift with them.
The real question: who actually does it
Cadence frameworks fail for one predictable reason: nobody owns the task. The leasing team assumes marketing has it, marketing assumes the web vendor has it, and the vendor is waiting on a ticket that never arrives. This is exactly why Floorplate sites are fully managed. Updates are handled for you, with two hours of changes included every month in the $150 plan — enough for the steady drip of availability changes, photo swaps, and copy edits a healthy site needs. Larger changes are billed at $125 per hour, so a bigger refresh never has to wait for next year's budget cycle.
In practice, that turns updating into a habit as light as forwarding an email: a suite leases, you tell Floorplate, and the site is corrected. The framework above stops being a chore list and becomes a checklist that someone else executes.
The pattern worth internalizing is simple: a property site is a statement of fact about an asset, and facts need owners. Decide who owns the facts, give them a frictionless way to publish changes, and the how-often question mostly answers itself — the site updates whenever the building does.