Print is Not Dead

Print is Not Dead
By Lisa Trosien
Units (publication of National Apartment Association)
April 2006 issue

There has been a major swing in opinions over the past few years. Previously owners and managers of rentals were waiving off internet marketing as a “fad” and a medium not frequented by their clientele. Now these same owners/managers are proclaiming that print is dead and all their leases come off the internet.

What is missed by many owners/managers is that print advertising often directs potentials tenants to websites for more information. The most powerful method of advertising is creating print and online advertisements that complement each other. When tracking lead generation, ask “where did you see our advertising?” rather than “where did you hear about us?” the difference between these two questions is the number of sources the individuals are encouraged to cite.

79% of renters use a variety of methods to find their apartments and typically use three to four sources. When marketing a unit it is important to be strategic and consistent with the message and diversify the marketing approaches.