RentPath / ApartmentGuide.com has announced they will soon include apartment community names within their search engine marketing strategy. Previously, the ILS had refrained on advertising on property names of their clients, but this practice will change on February 25th. Below is the notice given for this change:
Our primary job is to help you acquire leads. We want to do this in a way that both complements your business strategy and is completely transparent to you. With that in mind, we are updating how we buy search advertising to drive traffic to your listings.
Every month, we spend millions of dollars in search advertising to match apartment seekers with communities that best fit their interests. These ads serve as a gateway into our websites and help us generate leads for our customers.
Traditionally, we have bought ads matched to generic keywords commonly used by renters searching for apartments. As a practice, we have not bid to place search ads for our clients’ specific property names. We avoided this practice due to the objection of some clients.
However, we have tens of thousands of clients, each with different needs, and many have recently asked that we buy their brand terms on their behalf.
As a result, effective February 25, we’ll update our algorithms to include the potential to buy these brand terms. Anyone who clicks on these ads will be directed to the corresponding property detail page on our sites. From there, they can submit leads directly to the community.