Last week’s edition of Training Series Live!, hosted by Karen Courtright, Research Director at Slack and Company and Susan Bryant, VP of Marketing at Apartments.com, unveiled a comparative research study, reviewing what multifamily professionals perceive to be true about renters, versus the renters’ actual apartment search process, attitudes and behaviors.
It turns out what consumers are doing isn’t exactly what we on the property side think they are doing! As someone who works in the multifamily industry and is also a renter, I was particularly surprised by some of the results. In addition to highlighting the key findings from yesterday, I’m sharing some of my ever so helpful ah ha! moments:
1.) Half of renters say they like moving; most even consider it fun and enjoyable! (Really? Transporting heavy boxes, paper cuts and sweating is enjoyable? Personally, I’ll consider myself part of “the other half!”)
2.) On average, renters use four sources during their apartment search. (This makes sense, but when I moved I was only given the option to pick one source on the guest card, while the property was advertised on multiple websites. How many sources are you tracking per renter? Be sure to count everything!)
3.) Nearly 30% of renters use the newspaper to look for an apartment. (I must say, I never go a day without picking up the paper before for my morning commute. Maybe those in the industry underestimate the use of printed newspaper ads?)
If you missed this webinar, don’t worry! As promised, we recorded the presentation, which is available now! Click here to watch the webinar. As an additional bonus, Apartments.com would like to share our complimentary white paper entitled, Advertiser Perception & Today’s Renter Reality, to discover the complete findings from the study. Download it here!
If you have any questions or comments, tweet them to @Apartmentscom, using the hashtag #AptsTraining, or leave them in the comments section below.
Stay tuned for our next free webinar on July 12th on raising your rents.
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