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Trending Up: Social Media, Email Marketing, and Pay Per Click Advertising | Trending Down: Craigslist Ads?

We recently released our 2017 Apartment Marketing Strategies Report that surveyed marketing pros throughout multifamily about their strategies.  One of the questions we asked was the use of several marketing strategies, including social media, email marketing, pay per click advertising, and Craigslist, as well as their marketing budget overall.  Here are some trends based upon responses by 111 marketing professionals:

 

Craigslist is an interesting topic, in that it was the hot marketing location 4+ years ago, but then spiraled downward following changes to the Craigslist platform.  In fact, many people had left Craigslist for dead, but at the NAA Education Conference and Expo, Lauren Curley, Chief Operating Officer of Bonaventure Realty Group, stated that Craigslist is still an excellent driver of leases.  She then posted a response on this forum post with great data:  Questions on Craigslist Posting

So what is your take?  Is Craigslist still dying, or were we too quick to call a time of death?  Share your experiences with Craigslist in the comments below!

Also, if you would like access to the full marketing research report with loads more data on virtual reality, remarketing strategies, marketing budgets, marketing metrics, and more, you can download the full report for free here (must be logged in)  > >  What are the latest trends in apartment marketing for 2017?

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AdWords vs. Bing Ads: Which Ad Network Drives the Best Results for Apartment Communities?

Every multifamily management company that runs paid search campaigns as part of its apartment marketing strategy has likely come across the Google vs. Bing debate at one point or another. While there are certainly many distinct advantages to both Bing Ads (Bing’s ad network) and AdWords (Google’s ad network), ultimately only one network can be considered superior when it comes to securing leads in the multifamily industry. Here’s a quick look at the advantages of each, followed by our final verdict: The Advantages of Bing Ads Bing Ads are primarily displayed through bing.com, a search engine that has cornered roughly 20 percent of the search market as of March 2015, according to a ComScore study. Bing Ads can also be found when conducting a search through Yahoo, thus expanding the ad network an additional 13 points and bringing its overall market share to roughly 33 percent. This is a considerably large chunk of the pie, and one that certainly warrants a second glance. In addition to representing nearly one third of the overall market, the Bing ad network is usually cheaper than the Google ad network. A recent report from the search marketing intelligence agency AdGooroo, for example, found that the Cost-Per-Click (CPC) of ads displayed through Bing’s network was 35 percent cheaper than the CPC of ads displayed through Google’s network. The difference was attributed to the fact that more advertisers pay attention to Google, making its bidding landscape more competitive. The Advantages of Google Ads You don’t need us to tell you......
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4 Reasons Why Effective Apartment Marketing Strategies Require Paid Search Campaigns

Ignoring the power of paid search is a big mistake. Unfortunately, it’s also a mistake that’s incredibly common. In order to shed light on why apartment marketers should avoid making this blunder, we’ve assembled the following four reasons explaining how paid search works wonders for online marketing strategies. Reason #1: Paid Search Creates Brand Visibility Nearly 50 percent of all web traffic comes from organic search, according to conductor.com. While this figure dwarfs the meager six percent of traffic that comes from paid search, marketers must remember that the presence of a paid ad creates value in the form of brand visibility. So even if your paid ad doesn’t receive a click, your brand name is still getting exposure. And when it comes to pay-per-click campaigns, marketers receive this exposure absolutely free of charge. Reason #2: Paid Search Reinforces Credibility Ranking higher in both organic and paid search reinforces the credibility of your brand. Think about it: If a user searches for “Upper West Side apartments” and is immediately confronted with not only a high ranking organic result, but also a top paid result, that user will likely come to the conclusion that the high ranking brand is the premier apartment complex in the area. Reason #3: Paid Search is Highly Targeted No credible SEO company will discount the value of organic search. But that doesn’t mean organic is superior to paid search in every sense. When it comes to targeting a specific audience, for example, paid search has an incredible advantage ove......
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