Internet Listing Services (ILS) have long been the cornerstone of apartment property marketing, serving as vital information hubs to establish online visibility and generate leads, reminiscent of the early 2000s Windows background era.

However, recent years have witnessed a paradigm shift in the discourse surrounding apartment marketing. Communities now prioritize investments in websites, branding, Google Ads, and broader digital marketing initiatives. We've dedicated significant effort to analyzing analytics, assessing lead quality and volume, and optimizing digital marketing services tailored to the unique characteristics of each property, its location, demographics, and more. But before delving further into this, let's clarify...

What exactly are ILS? Internet listing services are digital platforms enabling apartment properties to advertise available units for rent. These platforms typically allow for comprehensive listings including photos, rent prices, square footage, amenities, and other notable features that attract potential tenants.

Popular ILS platforms include:

• Apartments.com
• Apartmentfinder.com
• Rent.com
• ApartmentGuide.com
• Forrent.com
• Craigslist.com
• Zillow.com
• Zumper.com

The Renter's Journey & Evaluating Your ILS Strategy 

The landscape of information consumption has evolved significantly over the past two decades, especially in recent months.

Currently, four out of five renters rely on online resources when seeking apartments. Gone are the days of scouring weekly classifieds for next week's abode!

Moreover, 86% of renters utilize ILS platforms during their apartment search, with the average renter exploring four different ILS sites before making a decision (1). Yes, four distinct ILS sites. This underscores the imperative for your community to be listed on at least one popular ILS platform in the area; failure to do so significantly diminishes the likelihood of prospective renters discovering your property.

It's evident that the renter's journey today is multifaceted, with various touchpoints in digital and traditional marketing helping to maintain your community's top-of-mind presence when renters are ready to commit to a lease.

Here's how to approach your ILS strategy:

ILS platforms remain pertinent, informative, and region-specific resources for renters. Combining ILS platforms with other marketing strategies diversifies your marketing portfolio and provides data-driven insights into your renters and prospects.

In fact, we've observed nearly a 25% enhancement in performance when our multifamily customers integrate multiple platforms such as ILS, Google Ads, and social media ads. Each platform excels at engaging and converting traffic in its own way, synergizing to maximize results.

Rather than viewing ILS platforms as competitors for top spot rankings in Google Ads, it's time to integrate their services into your overall strategy.

The Future of Apartment Marketing 

The answer to the central question posed in this blog post ("Are Internet Listing Services Dying?") is a resounding no. While ILS may no longer be the sole lead generation tactic for multifamily communities, they remain indispensable platforms with enduring relevance.

Regardless of your marketing strategy, we strongly advise against relying solely on one channel for lead generation. ILS platforms, Google Ads, social media, your website, and traditional marketing tactics constitute a cohesive marketing mix that collectively drives leads. As always, it's crucial to measure, test, and refine your approach.