Table of Contents

  • Executive Summary3
  • Outline3
  • Key Findings3
  • Usage3
  • Implications3
  • Strategy Development3
  • ILS's: Maximizing Their Effectiveness3
  • AMS: A Crucial Part of a Corporate Web site4
  • Internet Usage Today5
  • General Usage across the U.S. Population5
  • Usage by Renters5
  • Developing a Comprehensive Marketing Strategy15
  • Components of a good strategy15
  • Tracking15
  • Accounting of Current Spending15
  • Developing your Online Strategy16
  • Internet Listing Services18
  • Types of ILS's18
  • ILS Management Best Practices20
  • Apartment Marketing Sites22
  • Corporate Web site Uses22
  • Designing your Apartment Marketing Site22
  • Enhancing Your Apartment Marketing Site29
  • Building an AMS - make versus buy30
  • Marketing your corporate Web site31
  • Conclusion33
  • About the Author33
  • About MyNewPlace33
  • Contact Information33

Table of Exhibits

  • Exhibit 1: Percent of Consumers Accessing Broadband Elsewhere by Type of Home Connection5
  • Exhibit 2: Where Did You Begin Your Apartment Search?6
  • Exhibit 3: How Valuable Were These Resources in Helping You Find Your Apartment?6
  • Exhibit 4: What Were The Most Important Resources During Your Apartment Search?7
  • Exhibit 5: Average Apartment Search Lengths7
  • Exhibit 6: The Depth and Breadth of Apartment-Related Search Terms8
  • Exhibit 7: Industry Comparison of Average Number of Sites Visited8
  • Exhibit 8: When Searching For an Apartment, How Important Are the Following in Choosing a Site to Use?9
  • Exhibit 9: Search Filter Usage on Five Leading Apartment Listing Web sites9
  • Exhibit 10: First Site Used, Used Sometimes11
  • Exhibit 11: Leases By Marketing Source12
  • Exhibit 12: Houston Renter Activity by Property Rent Range12
  • Exhibit 13: Archstone's Google Ad for "San Francisco apartments"13
  • Exhibit 14: Archstone's Search Landing Page14
  • Exhibit 15: Sample Marketing Cost Per Lease16
  • Exhibit 16: Sample Report: Cost/Lead by Marketing Partner16
  • Exhibit 17: Sample Graph: Cost/Lease by Marketing Source17
  • Exhibit 18: Featured Properties on MyNewPlace.com20
  • Exhibit 19: Herman Kittle Properties' Web Site Home Page23
  • Exhibit 20: EQR's Search Results Page24
  • Exhibit 21: Carter-Haston's Property Search Page25
  • Exhibit 22: AvalonBay's Property Page26
  • Exhibit 23: EQR's Property Page27
  • Exhibit 24: Carter-Haston's Property Page27