Marketing a lease-up in today's market can feel like summiting Everest. Costs keep climbing, and the pool of qualified renters keeps shrinking.
But guess what?
Your property can still come out on top of the Internet Listing Services (ILS) —if you’ve got the right marketing assets in your arsenal. Trust us, we’ve seen it all, and a platinum ILS package is only as good as the killer marketing materials you feed into it.
This week, we're diving deep into how to make your property’s ILS presence work for you.
Let's break it down.
Internet Listing Services (ILS) are your property's online megaphones. Think of them as digital trophy case, showcasing your lease-up with stunning photos, competitive pricing, virtual tours, and all the juicy details that make renters sit up and take notice. Their mission is to get your property in front of as many hot, qualified renters as possible and fast.
Big names like Apartments.com, Zillow, Rent., and Apartment List, each have their own unique ways of getting your lease-up seen. But they all share one goal: to seamlessly connect your leasing team with seriously hot, qualified leads.
ILS packages are accelerators. With weak marketing assets, they’ll just accelerate bad outcomes—like unqualified leads, spam, and random vendors offering their services. Sound familiar?
But here’s the twist: with a strong brand and top-tier marketing materials, ILS packages can be powerful conversion engines. The more thought you put into your listing, the less time you'll need to splurge on a top spot, the less budget spent, the lower cost per lease, and faster absorption!
But to get there, you first need to understand how these platforms work. Then, you need to know how to make them work for you to attract only the most qualified traffic.
1. Boosting Search Rankings: Visibility is the name of the game. While getting to the top of Google's search results is a tall order, ILS platforms can help your listing climb higher—at a cost. But remember, throwing money at a premium package with subpar marketing assets will kill your cost-per-lead and cost-per-lease ratios.
2. Simplifying the Application Process: Make it easy for renters, and watch your vacancies fill up. Many ILS sites streamline the leasing process with online applications and pre-approvals, cutting down on friction and speeding up lease signings. But beware: as the process gets simpler, fraudulent prospects are also finding clever ways to slip through the cracks site unseen.
3. Expanding Advertising Reach: With targeted advertising options, you can zero in on your ideal renter profile—whether it's by neighborhood, budget, or lifestyle. Get specific, get strategic, and watch the qualified leads pour in, while remaining fair housing compliant of course. Think more about the psychographics over the demographics of your ideal resident profile.
Listing your property isn't just about slapping some renderings online and copying the same tired description. That's what everyone else does, and in real estate, when everyone zigs, you zag!
To dominate the ILS, your listing needs to tell a compelling story—both visually and contextually. Here’s how to make your property the hottest listing on the market:
1. Highlight Must-Have Amenities: Renters have wish lists—make sure you’re checking their boxes right from the start. In-unit laundry, pet-friendly perks, gym access—put these at the forefront. And while renderings can get you started, switch to professional photography and videography the moment your amenities are ready for their close-up.
2. Use Professional Photography and Videography: First impressions matter. High-quality photos don’t just grab attention; they keep potential renters engaged. Show off every angle, every detail, inside and out. Give them a virtual tour so compelling they’ll be reaching for their phones to schedule a visit.
3. Be Crystal Clear About Pricing and Concessions: No one likes surprises when it comes to costs. Be upfront about pricing and what it includes. Transparency builds trust and filters out tire-kickers, leaving you with serious prospects. And make sure your special offers and concessions are consistent across all channels and regularly updated—that’s non-negotiable.
4. Have a Market-Winning Website: Do you think your premium ILS package will do all the heavy lifting? Think again. If your website is outdated, slow, or loaded with generic stock photos, you’re flushing money down the drain. Your site should not just match but elevate the promise of your ILS listing. It’s the final push that converts curious clicks into committed tenants.
Remember, while ILS platforms are heavy hitters, they’re just one piece of a bigger, winning strategy. Without a strong brand, killer go-to-market strategy, and robust advertising plan, an ILS package will leave you with a lot of dead-end leads and the occasional qualified lead.
Spread your marketing budget across multiple channels to cast a wider, smarter net. From social media to highly personalized community-driven outreach, hit every platform to attract a diverse range of high-quality traffic.
Internet Listing Services are your turbo boost for lease-ups—but only if you’ve got the right assets in play. Optimize your listings with standout photos, must-have amenities, transparent pricing, and a custom website that closes deals.
Go multi-channel, stay ahead of the competition, and dominate your market!
This week, we're digging into why great buildings deserve more than an ILS package and a templated logo.
This week, we debunk the myth that 94% is good enough and how to raise the bar for stabilized revenue.
There's a lot hype about branding—this week we're digging in on hard numbers and real impact.
This week, we're celebrating as Transforming Cities takes home it's first PRISM award for Best Podcast by the The Builders and Remodelers Association of Greater Boston
A simple read in under 5 minutes, delivered to your inbox Saturday mornings.
A simple read in under 5 minutes, delivered to your inbox Saturday mornings.