In the most recent J. Turner Research survey of over 26,000 apartment residents, ApartmentFinder.com was their top apartment search Internet listing site. Similarly, the latest National Association of Apartments (NAA) SatisFacts Research Survey of 34,000 recently relocated residents finds that Apartment Finder is the most used marketing source (20.6 percent) in their apartment search.
According to the J. Turner Research survey, the top three search channels apartment shoppers used to locate an apartment are: Internet listing sites (62 percent), drive-by (39 percent) and referrals (23 percent).
When asked for specific Web site sources used, respondents cited Internet Listing Sites first, with ApartmentFinder.com ranking the highest at 28 percent of shoppers, followed by Apartments.com (27 percent), ApartmentGuide.com (21 percent), and ForRent.com (19 percent).
Marcia Bollinger, President of Apartment Finder attributes their success to being in tune with renters in today’s digital world.
The J. Turner Research survey also illustrates the diversified way in which today’s consumer shops for apartments. Respondents said they look to one search source 51 percent of the time and two sources 24 percent of the time.
Younger apartment seekers were found to use social media sites (average age 33.34), Craigslist (average age 35.19), apartment community websites (average age 36.71) and Internet Listing Services (average age 37.81). Respondents aged 38+ cited a wide variety of “other” sources, including apartment magazines and drive-bys.
“What this means to apartment marketers is that they should not rely on any single medium to reach prospective renters,” adds Bollinge, referring to the company’s Apartment Finder magazine, and available mobile platforms.
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