69% of Renters Say Location is a Decision-Maker, According to Newest White Paper from For Rent Media Solutions™

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Internet listing service introduces white paper around mobile, social, video usage by renters

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The multifamily industry, with FRMS’s newest white paper, can engage current and prospective renters through a diverse marketing solution that reaches all segments.

For Rent Media Solutions™ (FRMS), leading multifamily marketing resource providing solutions for customers nationwide for more than thirty years, has released the "Engaging Today’s Consumer: The Modern Apartment Search" white paper. After surveying more than 13,500 consumers, FRMS has gained key insights into the search habits of today’s modern renter. The white paper delves into mobile, social and video and how renters use the three tools, and includes supporting facts from Google, Millward Brown Digital and SatisFacts Research™. "Engaging Today’s Consumer: The Modern Apartment Search" provides invaluable knowledge for the multifamily industry.

This white paper explores the ever-evolving search trends of today’s renters, how they discover communities, their decision-making journey, the extensive roles that mobile, video and social play in that journey, and more. Using "Engaging Today’s Consumer: The Modern Apartment Search," property management and multifamily professionals nationwide will be able to more efficiently connect with renters (both current and prospective), driving more leads.

Key insights uncovered in the study:

  • 90% of consumers rely on internet listing services (ILS) to research apartment listings, while 48% use mobile applications.
  • 43% are likely or very likely to interact with a community on social media.
  • 69% view location as a major factor in the decision-making process.
  • A whopping 84% of consumers surveyed actively search for apartments using a mobile device.

According to current and prospective renters, 76% state that ratings and reviews are among the most important aspects of an apartment search. "Today’s Online Renter," a 2015 study conducted by SatisFacts Research, yielded similar results with 67% of respondents indicating they trusted ratings and reviews. The importance of addressing these reviews was validated when 49% also said that receiving a reply to their review made them feel they were a priority to the staff. While listing descriptions, photographs, videos and other tools provided by properties showcase the physical assets of a community, resident reviews represent the unbiased opinion and experience of current renters.

“For Rent Media Solutions is dedicated to providing customers with the most effective tools possible to reach and engage with renters,” said Terry Slattery, president of FRMS. “Today’s renters have a lot of tools at their disposal. "Engaging Today’s Consumer: The Modern Apartment Search" helps property managers understand those tools so they can use them in the most effective way. The multifamily industry, with FRMS’s newest white paper, can engage current and prospective renters through a diverse marketing solution that reaches all segments.”

For an in-depth look at the modern renter’s apartment search and helpful tips on marketing to them, download the FREE Engaging Today’s Consumer: The Modern Apartment Search white paper today!

About For Rent Media Solutions™
Founded in 1982 as For Rent Magazine®, For Rent Media Solutions™ (FRMS) is headquartered in Norfolk, Virginia, and provides property managers and owners with diverse marketing and advertising products, services and education. FRMS is backed by a strong team of passionate people (the largest in the industry) that provides innovative solutions to customers for quality results. For apartment shoppers, For Rent Media Solutions provides robust community listings in a multitude of media, including print, social, online, mobile, video and an extensive distribution network. For Rent Media Solutions publishes 77 magazines in markets across the U.S., including AFTER55.com™ A Senior Housing and Care Resource, ForRent.com® Magazine and ForRent.com en Español Revista De Apartamentos. For Rent Media Solutions operates five websites: ForRent.com, AFTER55.com™, CorporateHousing.com®, ForRent.com en Español and ForRentUniversity.com®. Additionally, ForRent.com listings receive exclusive distribution to Homes.com® Rentals. Visit ForRent.com for more information, and visit us on Facebook, Twitter, Google+, YouTube, LinkedIn and on our Apartment Living Blog.

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Wendy Froelich
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