Sophisticated and Unique Digital Marketing Solution Now Available Nationwide
RentPath announced a digital marketing solution that gives property management companies (PMCs) the ability to target Facebook ads to in-market renters. By using proprietary, first-party data from its websites, Rent.com and ApartmentGuide.com, RentPath is able to provide specificity, speed and unmatched value in reaching consumers who are currently looking to rent.
Recent changes by Facebook limit advertisers’ ability to target audiences, and make it more challenging to efficiently market to potential renters. Because RentPath is able to target in-market renters in a non-discriminatory manner, it can reach 12x as many in-market renters as other similar social ad offerings. Social Ads Express leverages advertisers’ listing information in combination with RentPath’s proprietary renter database to effectively target in-market renters.
In a January earnings call, Facebook CEO Mark Zuckerberg identified working with small businesses as one of his company’s four strategic priorities.
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“We believe this is the model,” said Ryan Davis, RentPath’s Chief Product and Marketing Officer, Business. “Facebook presents vast opportunities for SMBs, in this case apartment communities, to market to relevant consumers. But with tightened parameters on data use, and constant technological innovation, they need a sherpa to help them. We have hundreds of salespeople across the country who already play that role. And we have a massive dataset of consumers actually searching for a rental that allows PMCs to effectively target the consumers they want to reach inside the large-scale expanse that is Facebook’s audience.”
With Social Ads Express from RentPath, an ad can go live within 24 hours–on desktop and mobile–using existing creative assets, saving clients time and money. Social Ads Express uses RentPath’s first-party data to reach the ideal audience. The consumer enquiries — generated when consumers complete simple forms contained within the ad units — go directly to the client property’s CRM, improving attribution and efficiency.
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“We give properties who advertise with us the best opportunity to be in front of customers actively looking to rent,” said Danny Bowen, RentPath’s Sr. Director, B2B Data Products. “Traditionally, you’d be limited to targeting broad demographic, interest, or behavior categories such as college students, weddings, or new parents and hope your ad reached someone who was looking to move. With Social Ads Express, you take the uncertainty out of targeting and reach people who have indicated interest in moving by searching our sites.”
Ads on the platform have a rich layer of updated content for every property, including name, address, starting rent, bedroom configurations and photos. Information feeds into Facebook in real time so ads can capitalize on extremely current information. Because ad agencies don’t have access to real-time information, they often opt not to include information such as current pricing because it is too difficult and too expensive to continually create new ads with outdated information.
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