RealPage to Acquire MyNewPlace

Increases Total Addressable Market to Approximately $9.0 Billion

CARROLLTON, Texas,Aug. 22, 2011 — RealPage, Inc. (NASDAQ: RP), a leading provider of on demand software and software-enabled services to the rental housing industry, today announced it entered into a definitive agreement to acquire Multifamily Technology Solutions, Inc. (”MTS”) which offers an Internet listing service for rental properties marketed under the trade name MyNewPlace (www.mynewplace.com) and a suite of syndication and organic lead generation tools marketed under the trade name Rent Engine. The Company will acquire MTS for approximately $74.4 million, net of cash expected to be acquired. The purchase price will consist of approximately $63.6 million in cash and approximately $10.8 million paid with shares of RealPage common stock. The Company expects to close the transaction after closing conditions are met, which should be on or prior to Aug. 24, 2011.

The Company believes that the acquisition of SeniorLiving.Net, and now MyNewPlace, vastly expands its lead origination and syndication capabilities increasing the total addressable market for all RealPage software-as-a-service (SaaS) products and services to at least $9.0 billion. MyNewPlace has approximately 7,500 property listings with 1.8 million rental units. Approximately 500,000 of these units do not presently use any RealPage products and services. These unique units will increase the total number of units using one or more RealPage products and services to 6.9 million units.

MyNewPlace is one of the largest and most efficient generators of traffic in the multifamily industry which is monetized through its MyNewPlace Internet listing service. MyNewPlace also offers a suite of tools under its Rent Engine solution, which create and manage advertising campaigns for Internet classified directories. Most importantly, MyNewPlace will add significant consumer Internet marketing expertise intended to enable owners to optimize their software-as-a-service marketing tools.

Steve Winn, chairman and CEO of RealPage, said, “Internet marketing in the rental housing industry is highly inefficient because property owners lack transparency into the real costs associated with generating a lease from each Internet lead source. Based on our analysis of best practices across thousands of rental properties, we have concluded that the most cost effective channels of lead generation are: organic lead generation from an owner’s property website; lead generation from Internet classified directories such as Craigslist; and pay-for-performance Internet listing services. Leases generated from subscription Internet listing services as well as non-Internet advertising can be 2 to 3 times more expensive. As transparency improves, we expect the industry will shift away from expensive channels in favor of organic and pay-for-performance channels. MyNewPlace positions RealPage to capture a disproportionate share of this shift.”

Sina Shekou, president of LeaseStar, added, “MyNewPlace is an integral part of our LeaseStar Marketplace which we expect to differentiate in five important ways. First, we will offer a lead generation platform that can create more leads than all other sources combined. Second, we will incorporate our centralized leasing center enabling consumers to talk or chat with a live leasing associate. Third, we will incorporate the best property content which will include 2D, 3D and richly animated floor plans, site maps and brilliant pictures. Fourth, we expect to incorporate a booking engine that allows consumers to find an available unit, get a price quote, apply for residency and actually lease a rental unit online. Finally, we will differentiate our marketplace by providing management systems that track and manage leads by channel. Ultimately, we expect our offering to include tools that increase lead conversion rates, accurately analyze the true cost of generating leases from each lead source and enable the efficient allocation of advertising dollars to generate more leases at a lower overall cost.”

MyNewPlace generated $16.1 million of revenue for the trailing 12 months ended June 30, 2011 with an EBITDA loss of $2.3 million. The Company believes that MyNewPlace will contribute to its long term target operating model. However, investments needed to integrate and enhance MyNewPlace and the LeaseStar Marketplace are expected to temporarily lower adjusted EBITDA margin by approximately 200 basis points through the end of 2012.

As a result of the acquisition, the Company is updating its outlook for the third quarter ended Sept. 30, 2011 and for the full year ended Dec. 31, 2011.

RealPage management now expects to achieve the following results during its third quarter ended Sept. 30, 2011:

• Non-GAAP total revenue is expected to be in the range of $67.0 million to $68.0 million;
• Adjusted EBITDA is expected to be in the range of $14.5 million to $15.0 million;
• Non-GAAP net income is expected to be in the range of $6.3 million to $6.6 million, or $0.09 per diluted share;
• Tax rate of approximately 40.0%; and
• Weighted average shares outstanding of approximately 73.2 million.

RealPage management now expects to achieve the following results during its full year ended Dec. 31, 2011:

• Non-GAAP total revenue is expected to be in the range of $260.4 million to $264.4 million;
• Adjusted EBITDA is expected to be in the range of $55.0 million to $58.0 million;
• Non-GAAP net income is expected to be in the range of $24.0 million to $25.8 million, or $0.33 to $0.36 per diluted share;
• Tax rate of approximately 40.0%; and
• Full year weighted average shares outstanding of approximately 72.6 million.

Please note that the above statements are forward looking and that Non-GAAP total revenue includes an adjustment for the effect of deferred revenue from acquired companies that is required to be written down for GAAP purposes under purchase
accounting rules. In addition, the above statements also include the impact of MyNewPlace, SeniorLiving.Net and exclude any potential costs resulting from the Yardi Systems litigation. Actual results may differ materially. Please reference the information under the caption “Non-GAAP Financial Measures” as part of this press release.

Conference Call and Webcast

The Company will host a conference call on August 23, 2011 at 8:30 a.m. EDT to discuss the acquisition. Participants are encouraged to listen to the presentation via a live web broadcast at www.realpage.com on the Investor Relations section. In addition, a live dial-in is available domestically at 866-743-9666 and internationally at 760-298-5103. A replay will be available at 855-859-2056 or 404-537-3406, passcode 93090561, until September 2, 2011.

About RealPage, Inc.

Located in Carrollton, Texas, a suburb of Dallas, RealPage provides on demand (also referred to as “Software-as-a-Service” or “SaaS”) products and services to apartment communities and single family rentals across the United States. Its on demand product lines include OneSite property management systems that automate the leasing, renting, management, and accounting of conventional, affordable, tax credit, student living, senior living and military housing properties; the LeaseStar Marketplace that enables owners to originate, syndicate, manage and capture leads more effectively and at less
overall cost; YieldStar asset optimization systems that enable owners and managers to optimize rents to achieve the overall highest yield, or combination of rent and occupancy, at each property; Velocity billing and utility management services that increase collections and reduce delinquencies; LeasingDesk risk mitigation systems that are designed to reduce a community’s exposure to risk and liability; OpsTechnology spend management systems that help owners manage and control operating expenses and Compliance Depot vendor management and qualification services to assist a community in managing its compliance vendor program. Supporting this family of SaaS products is a suite of shared cloud services including electronic payments, document management, decision support and learning. Through its Propertyware subsidiary, RealPage also provides software and
services to single-family rentals and low density, centrally-managed multifamily housing. For more information, call 1-87-REALPAGE or visit www.realpage.com.

About MyNewPlace

Located in San Francisco, California, MyNewPlace is one of the highest traffic apartment and home rentals Internet listing services in the U.S. The company offers apartment owners and managers a great source of qualified, prospective residents through a range of listing products and marketing tools including MyNewPlace and RentEngine brands. MyNewPlac delivers free access (via web, mobile web or iPhone/iPod Touch) to rich property information, including photo galleries, videos and neighborhood information. For more information about MyNewPlace, please visit www.mynewplace.com. MyNewPlace and RentEngine are registered trademarks of Multifamily Technology Solutions, Inc. Other trademarks are
the property of their respective owners.

Cautionary Statement Regarding Forward-Looking Statements

This press release contains “forward-looking” statements relating to RealPage, Inc.’s expected, possible or assumed future results of operations and potential growth and plans, management, branding and profit margins of MyNewPlace as well as market performance, opportunities and developments. These forward-looking statements are based on management’s beliefs and assumptions and on information currently available to management. Forward-looking statements include all statements that are not historical facts and may be identified by terms such as “expects,” “believes,” “plans” or similar expressions and the negatives of those terms. Forward-looking statements involve known and unknown risks, uncertainties and other factors that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Factors that could cause or contribute to such differences include, but are not limited to, the following: (a) the possibility that general economic conditions or uncertainty cause information technology spending, particularly in the rental housing industry, to be reduced or purchasing decisions to be delayed; (b) an increase in customer cancellations; (c) the inability to increase sales to existing customers and to attract new customers; (d) RealPage, Inc.’s failure to integrate acquired businesses, including MyNewPlace, and any future acquisitions successfully; (e) the timing and success of new product introductions by RealPage, Inc. or its competitors; (f) changes in RealPage, Inc.’s pricing policies or those of its competitors; (g) litigation; and (h) such other risk and uncertainties described more fully in documents filed with or furnished to the Securities and Exchange Commission (”SEC”), including RealPage’s Form 10-Q previously filed with the SEC on August 9, 2011. All information provided in this release is as of the date hereof and RealPage, Inc. undertakes no duty to update this information except as required by law.

Non-GAAP Financial Measures

This press release contains non-GAAP financial measures. These measures differ from GAAP in that they exclude amortization of intangible assets, stock-based compensation expenses, costs related to the Yardi Systems litigation, acquisition-related deferred revenue adjustments, and acquisition related expenses (including any purchase accounting adjustments).

We define Adjusted EBITDA as net (loss) income plus acquisition-related deferred revenue adjustment, depreciation and asset impairment, amortization of intangible assets, net interest expense, income tax expense (benefit), stock-based compensation expense, costs related to the Yardi Systems litigation and acquisition-related expense.

We believe that the use of Adjusted EBITDA is useful to investors and other users of our financial statements in evaluating our operating performance because it provides them with an additional tool to compare business performance across companies and across periods. We believe that:

• Adjusted EBITDA provides investors and other users of our financial information consistency and comparability with our past financial performance, facilitates period-to-period comparisons of operations and facilitates comparisons with our peer companies, many of which use similar non-GAAP financial measures to supplement their GAAP results; and
• it is useful to exclude certain non-cash charges, such as depreciation and asset impairment, amortization of intangible assets and stock-based compensation and non-core operational charges, such as acquisition-related expense and costs related to the Yardi Systems litigation, from Adjusted EBITDA because the amount of such expenses in any specific period may not directly correlate to the underlying performance of our business operations and these expenses can vary
  significantly between periods as a result of new acquisitions, full amortization of previously acquired tangible and intangible assets or the timing of new stock-based awards, as the case may be.

We use Adjusted EBITDA in conjunction with traditional GAAP operating performance measures as part of our overall assessment of our performance, for planning purposes, including the preparation of our annual operating budget, to evaluate the effectiveness of our business strategies and to communicate with our board of directors concerning our financial performance.

We do not place undue reliance on Adjusted EBITDA as our only measure of operating performance. Adjusted EBITDA should not be considered as a substitute for other measures of liquidity or financial performance reported in accordance with GAAP. There are limitations to using non-GAAP financial measures, including that other companies may calculate these measures differently than we do, that they do not reflect our capital expenditures or future requirements for capital expenditures and that they do not reflect changes in, or cash requirements for, our working capital. We compensate for the inherent limitations associated with using Adjusted EBITDA measures through disclosure of these limitations, presentation of our financial statements in accordance with GAAP and reconciliation of Adjusted EBITDA to the most directly comparable GAAP measure, net (loss) income.

In January, 2011 MyNewPlace launched MyNewPlace PINK, a $100,000 nationwide fundraising campaign benefiting The Breast Cancer Research Foundation (BCRF). MyNewPlace designed its campaign to raise awareness at both the renter and property level: users can take an active role in finding a cure during their apartment search by simply clicking, printing and delivering a donation form to a participating community’s leasing office. Alternatively, renters can participate by Liking MyNewPlace on their Facebook page and for each new Facebook fan. Either action will result in MyNewPlace donating $10 to BCRF.

“We’re grateful for the success we’ve achieved as a company and want to embrace initiatives that give back to our community. Breast cancer has affected those closest to the MyNewPlace family and considering nearly 2.5 million or two-thirds of our monthly visitors are women, it was a natural fit for us to make a financial commitment to find a cure for one of today’s leading women’s health issues,” said Mark Moran, Senior Vice President of MyNewPlace. “In addition to our monetary contribution we hope to have a broader impact by raising awareness and provoking dialogue about this critical issue.” Additional details are available at http://www.mynewplace.com/fight-cancer and at http://www.facebook.com/mynewplace.

MyNewPlace’s fundraising outreach efforts have led many apartment rental companies to share their own examples of ‘giving back.’ Across the country, both renter and management participation has been consistently active and enthusiastic - not only in raising funds for cancer research, but in a variety of other causes as well. Below are just some of the many charity campaigns underway throughout the apartment industry.

BRE - California - Over $650,000 for City of Hope

Connie Moore, the President and CEO of BRE Properties, Inc. was asked to be the 2011 City of Life Honoree for the Real Estate and Construction Industries group in Northern California for City of Hope Hospital and Comprehensive Cancer Center in Los Angeles. BRE Properties “raised $653k in 2011, nicely surpassing last year’s goal…and was honored to do so,” says Moore of their corporate fundraising efforts.

Value Properties - New Jersey and New York - Lease For A Cure, $75,000 for The Cure Breast Cancer Foundation

Apartment rental companies are lining up to join the 2nd Annual ‘Lease For A Cure’ program based out of Clifton, New Jersey- with nine new management companies added this year (for a total of 70,000 units). This program, started by CEO of Value Companies Andy Abramson after his wife got breast cancer, has raised over $2 million to date. For every lease signed and renewal in October, these companies will donate $10 to the Cure Breast Cancer Foundation (CBCF). “The response we received far exceeded our expectations,” says Executive Director of the 2011 Lease For a Cure program Leslye Schulman. “Apartment owners, managers and others in the real estate industry were incredibly eager to join this cause and we anticipate several more companies to sign up in the weeks ahead.”

UDR - Denver, CO - A Tree For A Brochure, 350,000 Trees planted in Kenya and Haiti

In an effort to help developing countries around the world, UDR has teamed up with a non-profit agency to have one tree planted in Haiti and Kenya for every print brochure that does not have to be printed and handed out to apartment prospects. Since mid-2010, 350,000 trees have already been planted in these two countries. “UDR wanted to make an immediate and positive impact on the environment by not printing brochures anymore and to take advantage of offering online brochures as a PDF,” said Steve Taraborelli, vice president of sales and marketing at UDR. Taraborelli noted that “not one prospective renter has raised any concerns about not being offered a print brochure and we have received many positive comments that planting a tree instead of handing out a print brochure is the right thing to do.”

Home Properties - Rochester, NY Food Drive - 20,500 lbs of food donated to local food banks

Home Properties has organized resident-driven food drives that not only encourage renter participation, but also benefit food banks in each of their geographic regions. “We felt a food drive could benefit so many people and our residents could easily choose to participate, by picking up an extra item or two at the grocery store, and dropping it off at our leasing office” said Rosemarie Cook-Manley, Vice President of Marketing. “This sort of giving back costs very little for residents to participate and help out, while offering an extremely high value and great benefit to the local food banks. Everyone can relate to such a basic human need, and our residents really responded, donating generously to help their community.”

Lincoln Property Company, Lincoln Military Housing, Dallas TX - Lincoln Charities, Inc.

Some apartment companies are choosing to keep their charitable donations within the community. Lincoln Charities of Dallas Texas is one such example, and distributes their donations to those in need within their nationwide employee network. “Our mission is to serve our employees and their families in times of need, distress or tragedy,” said Jennifer Greenaway of Lincoln Properties. “We are dedicated to inspiring hope and restoring welfare through the generosity of our employees, residents, and business partners.”

Whether nationwide or hyper-local, there is one unifying theme among companies in the Apartment Rental Industry: they are stepping up their longtime efforts to raise money and mobilize resources at a time when many individuals and organizations have had to cut back on charitable giving.

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About MyNewPlace

MyNewPlace is one of the nation’s largest apartments and home rentals Web sites with 4 million monthly visitors. The company offers apartment owners and managers a great source of qualified, prospective residents under a results-oriented pricing program. MyNewPlace provides renters free access (via web, mobile web or mobile applications) to rich property information, including photo galleries, videos and neighborhood information. For more information about MyNewPlace, please visit www.mynewplace.com.

“I’m proud to have someone of Todd’s caliber lead our sales team,” said CEO and founder, John Helm. ”His track record is unmatched and he is a proven expert in many facets of the industry, especially in the areas of sales and marketing, and the issues facing multifamily owners, managers and developers.”

Most recently, Katler served as the senior vice president sales and marketing for BRE Properties, Inc., a real estate investment trust, and was responsible for financial success and operations for sales, marketing, corporate communications, and for implementing many cross-departmental initiatives.

Prior to BRE Properties, Katler served as vice president, business development, at Level One, LLC, a provider of outsourced leasing agents. In that role he contributed to a nearly three times increase in revenue and the industry adoption of enhanced marketing metrics. Prior to Level One, Katler was the director of sales at Rent.com (an eBay company), where he managed the relationships between Rent.com and owners of more than 23,000 properties in every major U.S. apartment market.

“While at Level One, I was able to see how each ad source performed against its peers in a completely impartial manner across thousands of properties in every major market. After joining BRE and implementing MyNewPlace portfolio-wide, I was able to track its progress in becoming a top-3 source of leases. Combined with some of the most innovative marketing services offerings our industry has seen, joining the MyNewPlace team is a fantastic opportunity.”

Katler studied business administration at California State University Northridge and earned a certified apartment supplier designation from the National Apartment Association. He is a former board member of both the National Apartment Association as well as The California Apartment Association.

About Multifamily Technology Solutions

Multifamily Technology Solutions (MTS) is the parent company of MyNewPlace.com, the 2nd largest ILS in the United States, and RentEngine, an integrated suite of property marketing products. MTS was founded in 2005 by John Helm, the founding CEO of AllApartments/SpringStreet, which became the number one apartment rental and relocation site on the Internet before its sale to Homestore in 1999. MTS is a venture-backed company with headquarters in San Francisco, California.

National Apartment Association Conference, Las Vegas, NV - June 23, 2011 - Today Multifamily Technology Solutions, parent company of MyNewPlace.com, a leading ILS, announced RentEngine Marketing Solutions, a family of smart, easy and complete marketing services and tools designed for the multifamily industry. RentEngine provides a full suite of web marketing services - including websites with search engine optimization services, property distribution and posting, social marketing services, lead tracking, and marketing spend analytics. RentEngine solutions will enable customers to generate leads more cost effectively through a combination of expertise and technology.

Less Technology Hassle, More Results. Property Management Companies face a bewildering and growing number of internet and mobile marketing opportunities. Taking advantage of these opportunities today requires a number of skill sets that are difficult and expensive to develop and manage internally. RentEngine Marketing Solutions addresses those needs with a set of comprehensive programs, which require fewer in-house skills and less in-house work:

• Property Website Marketing - including website design and hosting, search engine optimization (SEO), pay-per-click search engine marketing campaigns (SEM), and Place page setup & optimization - for both desktop computers and mobile devices.

• Social Marketing - including Facebook & Twitter page set-up, search widgets, posting campaigns.

• Social Reputation Monitoring - including reviews from ApartmentRatings.com, Yelp, Google Places and other key review sites.

• Listing Distribution - marketing of properties to visitors on a wide range of web sites.

• Craigslist Marketing - Campaign set-up services including writing and template design, and tune-up services designed to optimize Craigslist results while remaining fully compliant with Craigslist terms of use.

• “True Cost” Marketing Spend Analysis - a new service and product already used by over 1,000 properties to learn the true cost of each lease by marketing channel.

Deep Industry Knowledge and Experience. The RentEngine marketing service team is lead by the folks who built MyNewPlace.com into a leading ILS through cost-effective internet marketing. The team is skilled at multifamily marketing, internet marketing, and leading edge technology development. The RentEngine marketing optimization process is based on years of metrics-driven optimization and a track record of continually lowering traffic costs. Metrics-driven optimization relies on consumer behavior data - and results - as opposed to opinion and guesswork.

Exclusive Ability to Leverage Commercial ILS Platform and Traffic. RentEngine Marketing Solutions are based on statistically proven designs tested on MyNewPlace.com’s 4 million monthly visitors. Plus, RentEngine solutions leverage the same high speed infrastructure, resulting in faster websites, mobile sites, and landing pages - which improve conversion rates. (See: MyNewPlace Is Fastest Apartment Website According to Google’s New Page Speed Tool).
Comprehensive, Multifamily-designed Technology. The new RentEngine Marketing Center is designed to drive quantitative marketing benchmarks out of the box by building on top of a rich, multifamily specific data model and proven campaign and channel tracking techniques. The RentEngine Marketing Center supports:

• A Unified Dashboard - A web-based dashboard brings together campaign tools, campaign monitoring, channels, and lead management. Marketing Center has a multi-faceted design, suitable for both regional/corporate marketing professionals and property managers/leasing agents. This makes it easy to see what’s happening at anytime.

• Unlimited “Channels” (sources) - RentEngine manages leads from channels including ILSs (like Rent.com, MyNewPlace.com, etc.), Craigslist, property websites, social channels (Facebook, Twitter, etc.), free distribution networks (like Vast, HotPads, etc.), and even print channels (signage, printed brochures, etc.).

• Campaign Tracking - Enables tracking of various campaigns across supported channels. Provides an easy method to see all active marketing at a glance.

• Lead Management - The RentEngine Lead Manager supports managing leads from multiple sources with phone lead recording, email response generation, lead alerts, and lead activity reporting.

• Community Websites, Mobile Portal and Resident Portals - Complete website solutions designed for high conversion rates.

• Craigslist Posting - Campaign design, development, management and optimization with a complete Posting Suite

• TrueCost^TM Marketing Spend Reporting - Unique to RentEngine is the ability to track leads by channel and actual cost through to leases in your Property Management System.

“RentEngine Marketing Solutions represent a leap forward in providing customers with the power of analytic marketing in the real estate world,” said John Helm, president and CEO of Multifamily Technology Solutions. “I’ve met with hundreds of property marketers who struggle with the complexity of marketing through dozens of different channels and trying to leverage site staff as a marketing arm. Now we can provide a complete solution to those marketers.”

About RentEngine Marketing Solutions
RentEngine is a solutions brand from Multifamily Technology Solutions, which is the parent company of MyNewPlace.com, a leading ILS with over 4 million monthly visitors and 8,000 customers. RentEngine features comprehensive solutions based on an integrated suite of modules for property marketers in the categories of Property Marketing, Data Management & Distribution, Website Solutions, Social Marketing, Lead Management and Analytics, and Craigslist Tools. For more information, visit www.rentengine.com.

About Multifamily Technology Solutions
Multifamily Technology Solutions (MTS) is the parent company of MyNewPlace.com, the 2nd largest ILS in the United States, and RentEngine, an integrated suite of property marketing products. MTS was founded in 2005 by John Helm, the founding CEO of AllApartments/SpringStreet, which became the number one apartment rental and relocation site on the Internet before its sale to Homestore in 1999. MTS is a venture-backed company with headquarters in San Francisco, California.

Steven Pollock has assumed an expanded role as senior vice president of products and is now broadly responsible for product strategy, development and management. Specific functions reporting to Steven include Product Marketing, Product Development, and Technology Operations.

Mark Moran has been promoted to senior vice president of consumer marketing and business development and has overall leadership of the consumer portion of MyNewPlace business, including marketing and advertising, revenue generation and strategic partnerships.

The company also named Stephen Ripley to the new position of vice president of software engineering. Christopher Eastwood has been promoted to the position of director, release management and quality assurance.

“Mark and Steve have distinguished themselves through a strong commitment to leadership, and building and delivering listing products and marketing tools that have elevated the MyNewPlace brand,” said John Helm, CEO and co-founder of MyNewPlace. “Everyone promoted today is creating products that clearly differentiate us from competitors and has the passion to consistently inspire their teams, which is vital to the continued success of our business.”

About MyNewPlace

MyNewPlace is one of the largest apartment and home rentals Web sites in the U.S. The company offers apartment owners and managers a great source of qualified, prospective residents through a range of listing products and marketing tools including RentEngine products. MyNewPlace delivers free access (via web, mobile web or iPhone/iPod Touch) to rich property information, including photo galleries, videos, neighborhood information. Headquartered in San Francisco, MyNewPlace was founded in 2005 by John Helm. For more information about MyNewPlace, please visit www.mynewplace.com.

MyNewPlace and RentEngine are registered trademarks of Multifamily Technology Solutions, Inc. Other trademarks are the property of their respective owners.

“Google’s Page Speed confirms what we have been doing all along to enable fast page load times and ensure the industry’s best experience for consumer searching for apartments for rent,” said Ken Cluff, CTO and VP of Engineering at MyNewPlace. “We continually work to make improvements to our site speed by using many 3^rd party tools that test our daily performance and ensure our pages are always in synch with the latest standards and best practices. Our dedication to site performance has resulted in greater visitor satisfaction, higher conversion rates and more residents for our client apartment managers.”

It’s no industry secret that the speed of a website can influence visitors’ behavior and buying decisions. An article published on Useful Arts: The Future of Digital Marketing, titled “Research Shows Faster Sites Sell and Rank Better: Free Tools to Improve Web Performance,” sites research from e-commerce websites that backs the perception with lots of hard data. For example, the research shows that improving page load speed helps to:

• Increase conversion rates, page views, and time on site; and
• Decrease bounce rate and overall site operating costs.

About MyNewPlace

MyNewPlace is the second largest apartment and home rentals Web site in the U.S. The company offers apartment owners and managers a great source of qualified, prospective residents through a range of listing products and marketing tools including RentEngine products. MyNewPlace delivers free access (via web, mobile web or iPhone/iPod Touch) to rich property information, including photo galleries, videos, neighborhood information. Headquartered in San Francisco, MyNewPlace was founded in 2005 by John Helm. For more information about MyNewPlace, please visit www.MyNewPlace.com.

MyNewPlace and RentEngine are registered trademarks of Multifamily Technology Solutions, Inc. Other trademarks are the property of their respective owners.

Effective Lease-Generating Mobile Website Based on Proven Design

SAN FRANCISCO, Calif., March 22, 2011 - MyNewPlace, one of the multifamily industry’s leading Internet Listing Sites (ILS), today announces Mobile Portal, a mobile optimized website solution for its growing Marketing Services product line. MyNewPlace has the unique ability among providers of multifamily website products to test property marketing website designs on an enormous scale of traffic, which can’t be matched by vendors without an ILS. Mobile Portal uses a proven design based on testing done with selected visitors from a pool of over a million visits and tens of millions of page views on the mobile version of MyNewPlace.com. Mobile Portal also leverages commercial grade infrastructure used by MyNewPlace.com, which is the fastest ILS based on third party benchmarks*, which serves over four million visitors per month.

Three Products in One

Mobile Portal features sophisticated mobile device detection which allows it to provide distinctly different experiences and apply different designs and features depending on the capabilities of the visitor’s phone:

• Touch-Screen - iPhone, Android, and similar phones get a sophisticated treatment that feels a lot like an installed product, without the installation.
• Simplified Browser -Most Blackberries and older smart phones get a more simplified treatment that works much better for their browser
• Basic Browser - Older phones get a more basic treatment but still provide all the information needed.

“Over 15 percent of apartment seekers are using a mobile device today and the growth is accelerating,” said Steven Pollock, VP of product management at MyNewPlace. “We expect over 50 percent of apartment seekers to be using a mobile device by 2014, making a mobile-optimized website a critical part of the mix for apartment marketers.”

Key Features and Benefits

• High Speed Delivery. Mobile phone users are even more sensitive to performance than desktop users, so Mobile Portal uses the Akamai EdgePlatform content distribution network to speed image delivery. In addition, Mobile Portal automatically scales and compresses images to speed performance.
• Available for Companies or Individual Properties. The Mobile Portal Silver package provides out of the box functionality for any property. The Mobile Portal Gold package is designed for property management companies who want to provide a full mobile search portal for their properties as well as sites for each property. The Gold package is designed both for Owner-Managers and Fee Managers, so branding can be established for each individual property, and billing is available centrally or to individual properties.
• Built-In Search Engine Optimization (SEO). Mobile SEO requires different, specialized techniques compared to standard web SEO. Best practices for mobile sites are built-in to the Gold package.
• Customize Your Style. Mobile Portal features a variety of look and feel options and choice of optimized logo. Mobile Portal features 20 predesigned color palettes to make implementation simple.
• Instant Implementation. Your mobile website can be available within minutes after your data is loaded.
• Works With Any Existing Website. Mobile Portal can easily be integrated with existing websites designed for personal computers. Simple instructions are provided. Customers who choose a MyNewPlace Community Website - a cost-effective, full featured desktop website - get automatic integration.

Pricing and Availability

Mobile Portal is offered in two packages:

Mobile Portal will be available in early April 2011.

* Fastest ILS claim based on Gomez Active Network monitor data comparing MyNewPlace with the top seven internet listing services, using 150+ finely calibrated enterprise-grade servers running in world-class, high-bandwidth data centers around the globe on the Internet Backbone.

For more information about MyNewPlace’s Marketing Services products or to schedule an interview or demo with a company executive, please contact Stephanie Aldrete at (415)-348-2009 or at saldrete@mynewplace.com.

RENO, NV - March 13, 2011 - Downtown Reno continues its recent success and growth by announcing that MyNewPlace, one of the nation’s largest apartment and home rental websites, has expanded its San Francisco-based operations with the opening of a satellite office in Reno. MyNewPlace signed a 3,000 square foot lease and moved into Basin Street Properties’ 300 East Second Street location. The new office is scheduled to open in mid-March and the expansion into northern Nevada should create up to 20 new MyNewPlace jobs for the region.

Basin Street Properties is a prominent West coast real estate investor in commercial and mixed-use properties and the largest office landlord in downtown Reno.

“The combination of a strong rental market and MyNewPlace’s success developing innovative online marketing tools for apartment owners has positioned us to expand our workforce to meet the needs of a growing client base,” said John Helm, CEO and Founder of MyNewPlace. “The Reno market offers affordable access to a very talented labor force and is a great complement to our San Francisco headquarters.”

The building at 300 East Second Street, recently renamed the Jones Vargas Center, is a 15-story, 141,575 square foot tower with four floors of Class A office space offering nearly 1,000 parking stalls on its 11 floors of parking. The facility is located in downtown Reno and offers on-site security and on-site management as well as immediate proximity to restaurants and services conveniently located within walking distance of City Hall, the County Courthouse and the Federal Court Building, the Jones Vargas Center features panoramic views of the surrounding Sierra Mountains, Truckee Meadows and downtown Reno. The facility also offers direct access to Interstate-80, the Amtrak station and all major bus lines.

“More and more companies that have a presence in California continue to find ways to do business in northern Nevada because of the business-friendly environment the region has worked so hard to create,” said Scott Stranzl, Basin Street’s vice president of leasing. “We are excited to have a national company like MyNewPlace come to Reno as our downtown continues to be one of the most desirable locations in the region for businesses to operate because of its incredible location and amenities.”

About MyNewPlace:

MyNewPlace is one of the nation’s largest apartment and home rentals Web sites with four million monthly visitors. The company offers apartment owners and managers a great source of qualified, prospective residents under a results-oriented pricing program. MyNewPlace delivers free access (via web, mobile web or mobile applications) to rich property information, including photo galleries, videos and neighborhood information. Headquartered in San Francisco, MyNewPlace was founded in 2005 by John Helm. For more information about MyNewPlace, please visit www.mynewplace.com.

About Basin Street Properties:

Basin Street Properties, headquartered in Reno, NV, is one of northern California’s and northern Nevada’s prominent developers, investors and managers of commercial properties. Basin Street has become widely recognized for its office, retail and mixed-use developments. Founded more than 30 years ago, the company offers a broad range of real estate services including development, property management, construction management, financial and asset management, and property acquisition and disposition. For more information, visitwww.basin-street.com.

For more information or to schedule a media interview with an executive from Basin Street Properties or MyNewPlace, please contact Scott Walquist at (775) 686-2116 or via email at scott@kps3.com or Snow Conant at (415) 348-2087 or via email at sconant@mynewplace.com.

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By Keat Foong, Executive Editor, Multi-Housing News Online

The renter of the next 10 to 20 years will be much more different from that of today. Are you prepared?

The demographic of renters is changing in an unprecedented way, by age, family, composition, country of origin and even head of household, says Jack Kern, managing director, Kern Investment Research LLC.

The changes have been occurring even as we speak, and apartment companies have certainly already been laying the groundwork to receive the new customers. Echo Boomers, Baby Boomers, immigrants, single households, older renters are all cohorts that will be the customers of apartments. Larger apartments, smaller apartments, a greater emphasis on downtown living, are all a part of the mix.

The demographic profile of the U.S. has been undergoing massive transformation within a mere 50 years, and the apartment industry has been feeling at the least the trickle-down effects. As the latest data from the census bureau indicates, the U.S. population has hit 308.7 million, an almost 10 percent increase from 281.4 million in 2000. The population is inexorable marching towards a projected half a billion by 2040. The majority of babies born in the country are now members of minorities.

The biggest trend that preoccupies most apartment companies today is the entry of the Echo Boomers into the renter market. This is the cohort born between 1980 and 1995, and they number 80 million. The best estimate is that there are about 15 million Echo Boomers that will enter the prime renter ago of 18 to 34 this decade, according to Kern.

We see the entry of the Echo Boomers into that apartment market continuing for another 10 years, says John Orehek, president and CEO of Security Properties. Orehek says his company is already witnessing the effects of this latest demographic wave. From an age perspective, every year, the average renter age is falling. It will probably continue as the wave of Echo Boomers enter the housing market, says Orehek.

Minorities form new majority

The renter population of the future will also continue to become more ethnically diverse. A large component of minorities will be immigrants, who are being added to the U.S. population at the rate of about 1 million per year. Major metropolitan areas will be especially affected by this trend, says Kern. The majority of the population in most metropolitan areas will not be the traditionally measured non-Hispanic whites, but a mix of minority groups that are, in many instances across the nation becoming a super majority, says Kern.

Mark Moran, vice president of marketing and business development at MyNewPlace, notes that this mega trend will be affecting the rental industry even more strongly than the homeownership market. He says a full 40 percent of the 800,000 households that entered the rental market between 2008-09 was driven by Hispanics and African Americans, who on average tend to have lower incomes.

The average renter in future will also become, in effect, poorer, especially if unemployment stabilizes at higher levels as a result of globalization and structural unemployment, and income inequality in the nation is entrenched and enhanced. The biggest cluster of renters in the future will be in the 25- to 40-year-old age group, mostly female-headed households, with less affluent income profiles than previously seen, says Kern. Renters will not be more affluent than today as personal and household income has not kept pace with inflation, and the percentage of income now dedicated to rent is higher than historical averages.

In the out years, the average renter age will also be higher, as people stay single, divorce or put off marriage, which is traditionally followed by entry into homeownership. As much as 40 percent of the age group could remain single or co-habitat, says Kern. All these singles will rent for longer periods of time.

Boomers return to apartments

As counterpoint to the Echo Boomers, the Baby Boomers should not be discounted as a significant source of customers for apartments of the future. They number about 77 million according to the latest data. It is true Generation Y are the most significant cohort in the immediate future, but beyond the next 10 years, their parents the Baby Boomers will be re-emerging in significance when they sell their homes, says Orehek.

Indeed, between 2009 and 2025, the older, 55- to 74-year-old, age group will increase by a hefty 76 percent [see table]. This compares to the 25- to 44-year-old age group rising by 19 percent. The population and subsequent household formation has two large increases going forward, both equally important, says Kern: within the 25- to 44-year-old cluster and above 55. Owners are going to have to pay attention to this change in ages as the younger clusters start to decline in the out years.

Already, MyNewPlace shows an increase in the age of its visitors. In 2008, fewer than 15 percent of visitors were 55 years and older, says Moran. This year, visitors who were 55 years and older made up 23 percent of all visitors to the site?a 55 percent increase in two years, notes Moran. The Boomers are moving into the sunset years. We are seeing that trend to be pretty pronounced. There is an emerging cohort which is the older renter.

While the universe of all renters as a whole may be less well off in future, there will be plenty of affluent Boomers and Echo Boomers to spare in filling the exclusive, high end, renter-by-choice, apartments in fashionable 24-7 downtowns. The Boomers will have a desire to live in urban areas. As they get out of their homes, they will drive demand for a different multifamily product, forecasts Orehek. He adds, however, that Gen Y will be supplying more customers to the rental market compared to their retiring parents, and will therefore be the bigger phenomenon.

What new renters want

How does one cater to the new demographics? In the most immediate future, one of the most notable desires of many well-off Echo Boomers is to live in 24-7 urban areas, rather than in the suburbs. At least, that is the current fashion, which may prove to be an enduring one. Echoes are getting out of college and they want to live in a downtown urban environment closer to jobs and amenities, says Orehek. They want to drop down from the elevator to go to Starbucks. The apartment is a part of their overall neighborhood where they drink coffee in the morning and have cocktails in the evenings.

Security Properties is focusing on serving the Echo Boomer market by concentrating its development activities in what it calls 24/7 global gateway cities, primarily in the West Coast, that feature a variety of transit-oriented, mixed-use neighborhoods, including Seattle, San Francisco, Portland and Chicago. The 40-year-old company, which has acquired or developed over 64,000 housing units, currently has in its development pipeline two market-rate high-rise apartment projects in downtown Seattle, 815 Pine and Kinects. The focus of our development activities is on urban downtown locations, says Orehek. The company targets the other large demographic, the immigrant population, on the acquisitions side.

Besides their desire to live where the action is, Echo boomers are also notoriously tech savvy. They live and breathe technology. This characteristic of the group implies it is all the more crucial for apartment companies to use the latest and the greatest cutting edge technology when marketing and otherwise providing for this market. Specifically, Generation Y is also known to be big social media players. In this regard, while social media is yet to be a big factor in attracting new renters, it is playing a bigger and bigger role, says MyNewPlaces Moran.

If apartment companies are not surveying residents, tracking them and being on top of what their residents are saying about them in the virtual world, they need to have a response strategy, and they need to do that sooner rather than later, says Moran.

While generation Y may have a preference for city or town living, the other large group of rental customers, immigrants and their families will be concentrated more in the suburbs. Immigrants, especially immigrants moving in with their families, may be a demand source for suburban apartments. They need more space than single urban residents, notes Orehek, who says that Echo Boomers are more willing to accept smaller units in return for downtown living.

As far as immigrant families need for bigger apartments, Moran says more searches have recently been conducted on MyNewPlace for larger apartments. A few years ago, the first choice of searches was for one bedrooms followed by three bedrooms. But today, that apartment size preference has been reversed: Searches on MyNewPlace show that three bedrooms are now more popular than one bedrooms, says Moran. Forty five percent of searches on the site, which has about 4 million users, are now for three bedrooms, says Moran.

Indeed, apartment companies need to think about the needs of different ethnic groups. For example, there are now many customers, Moran notes, who have a. heavier use of the kitchen and a preference for gas-fired stove and hard flooring. The diversity angle can be underestimated, he says.

The original article can be found on the Multi-Housing News Website.

Apartment Renters and Managers Take Active Role in Financing a Cure

San Francisco - January 18, 2011 - MyNewPlace, one of the nation’s largest apartment and home-rentals websites, today launches MyNewPlace PINK, a nationwide fundraising campaign benefitting The Breast Cancer Research Foundation (BCRF), an independent, not-for-profit organization dedicated to preventing breast cancer and finding a cure by funding clinical and translational research worldwide. The goal of the year-long campaign is to raise $100K by encouraging MyNewPlace.com users to take an active role in finding a cure during their apartment search by simply clicking, printing and delivering a donation form to a participating community’s leasing office.

“We’re grateful for the success we’ve achieved as a company and want to embrace initiatives that give back to our community. Breast cancer has affected those closest to the MyNewPlace family and considering nearly 2.5 million or two-thirds of our monthly visitors are women, it was a natural fit for us to make a financial commitment to find a cure for one of today’s leading women’s health issues,” said John Helm, founder and CEO of MyNewPlace. “In addition to our monetary contribution we hope to make broader impact by raising awareness and provoking dialogue about this critical issue.”

MyNewPlace will donate $10 to BCRF for each apartment searcher who prints the listing page for an apartment that they’re interested in and delivers it to the community’s leasing office while touring the property. The donation will be made to BCRF once the community confirms receipt of the donation form. MyNewPlace users are not required to sign a lease in order for the donation to be made, nor will they be asked to make a separate donation of their own. Additional details are available at http://www.mynewplace.com/fight-cancer.

“Corporate alliances with companies like MyNewPlace are helping to support many promising research projects that we hope will someday lead to prevention and a cure for breast cancer,” said Robbie Finke Franklin, Director, Marketing, The Breast Cancer Research Foundation. “We appreciate their efforts and the participation of the MyNewPlace users and clients as it will certainly raise awareness about BCRF’s mission.”

For more information or to speak with an executive from MyNewPlace or BCRF about the PINK fundraising campaign, please contact Don Canfield at (303) 682-3942 or via email at don@linnelltaylor.com.

For more information about MyNewPlace as well as its fundraising efforts please visit http://www.mynewplace.com/fight-cancer or visit our social media sites http://www.mynewplace.com/blog, http://facebook.com/mynewplace, and/or http://twitter.com/mynewplace.

About MyNewPlace

MyNewPlace is one of the nation’s largest apartments and home rentals Web sites with 4 million monthly visitors. The company offers apartment owners and managers a great source of qualified, prospective residents under a results-oriented pricing program. MyNewPlace provides renters free access (via web, mobile web or mobile applications) to rich property information, including photo galleries, videos and neighborhood information. Headquartered in San Francisco, MyNewPlace was founded in 2005 by John Helm. For more information about MyNewPlace, please visit www.mynewplace.com.

About The Breast Cancer Research Foundation

The Breast Cancer Research Foundation was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organization dedicated to funding innovative clinical and translational research. In October 2010, BCRF awarded $33 million to 172 scientists across the United States, Canada, Latin America, Europe, the Middle East, and Australia. Currently, more than 90 cents of every dollar donated is directed to breast cancer research and awareness programs. With exceptionally low administrative costs, BCRF continues to be one of the most efficient organizations in the country. BCRF has received 4 stars from Charity Navigator for nine consecutive years, outperforming 99% of more than 5500 evaluated charities. Furthermore, the Foundation is consistently listed as an “A+” charity by The American Institute of Philanthropy (AIP). BCRF is the only breast cancer organization to receive AIP’s top accolade, and is currently the only cancer organization to hold this ranking. For more information about BCRF, visit www.bcrfcure.org.

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