The hardest part about securing renters these days is just getting their attention. In the old days, multi-family complex users would do it with giant headlines and graphics in newspaper ads. Now even the newspapers are gone for the most part or they have moved online.

Actually, the situation is better than ever for both renters and owners. Online search means renters only have to look at relevant matches instead of scanning a giant sheet of paper and circling possible choices. For owners, ads and marketing content can be placed in front of a specific audience, such as young urban professionals instead of broadcast to the whole world.

We've gathered the latest stats and survey results on how today’s renters are looking for apartments and the tools they are using. Understanding how to grab the attention of the top market for each type of multi-family business will expand your prospect pool and reduce operating costs by allowing renters to pre-screen themselves.

Here are the stats on the contemporary apartment searchers from ForRent.com:

• 50% start their search 2-4 months ahead

• 76% prefer to see a video of the apartment complex

• 71% use Facebook

And here is what they are searching for on their mobile devices, in data from Apartment Finder:

• 48% consider a mobile device an essential tool for apartment hunting

• 53% wanted more details on specific communities

• 45% mapped the location with GPS

• 24% sent information about a complex to their friends and family

Marcia Bollinger, Apartment Finder president, explained how this information can impact revenue.  

”What’s even more compelling about these survey findings, particularly for property managers and apartment communities, is that mobile users are not only browsing on their devices, but taking action to contact someone to view the listing. This is powerful insight for anyone in the business of leasing apartments. Now is the time to leverage mobile tools to reach renters in leasing mode, right when they are actively engaged in their search process.”

Searchers most often go to the apartment’s website after gathering contact details on an apartment search site. This indicates that advertising on those sites is not as good an investment as improving the design and functionality of your own site.

Finally, here’s one last data point to consider: the ancient ways are still effective. 45 percent of apartment hunters say word of mouth was an important tool in helping them make a decision. What this means is that your current residents are a vital source of referrals. Their friends will tend to share their characteristics in terms of income bracket and credit rating. Promote referrals from current residents through channels like email newsletters, social media or a community-based Q&A page on your website.