Apartment Blog

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Contact:                                                                                                                            
Meredith Mobley                                                                                 
Marketing Communications Coordinator
meredith.mobley@forrent.com
Phone: 757-351-7366
Fax: 757-961-4827

 

For Rent Media Solutions^TM launches unique intuitive search function exclusively on ForRent.com

New search function brings “smarter search” experience to leading apartment Web site

 

NORFOLK, Va.-(May 26, 2009)-For Rent Media Solutions, a leading apartment resource for searching apartments nationwide, and a division of Dominion Enterprises, announces the launch of the all new intuitive search functionality and enhanced search results pages. These features are exclusive to ForRent.com, the company’s anchor Web site. The intuitive search and enhanced search results pages give apartment seekers more control and more relevant results to help them have a “smarter search” experience.

Intuitive search provides both “Exact” and “Close” matches, based on the user’s search criteria. These features give apartment shoppers more choices, intuitively providing them with results that are relevant to their needs. This means more exposure for the property manager’s listing and a better experience for potential renters.

 ”According to a July 2008 study by MarketingSherpa.com, highly engaged visitors have a conversion rate of about 5 percent, compared to about 0.2 percent of poorly engaged visitors,” notes Terry Slattery, president of For Rent Media Solutions. “In 2008, we performed a robust series of usability tests with real apartment seekers on eight different apartment Internet listing Web sites, including ForRent.com. From those results, we learned that apartment shoppers felt they had very little control, could not maneuver through the sites and felt the sites did not produce relevant results. We listened to users and redesigned our search functionality to eliminate their complaints and bring a smarter search experience for all.”

Smarter Search: Home Page

The ForRent.com search process has been enhanced in two areas essential to the apartment searching process: the home page and search results pages. The home page is more user-friendly. The prominently displayed search feature includes fields for criteria that most apartment shoppers know before they begin looking for an apartment, making it easy to use with a more natural way of narrowing down what they want. The home page requires users to specify location to search for property listings using city, state or zip code. Auto-complete suggestions will be made available to the user after they have inserted at least three letters. In addition to the required location information, the user can provide optimal search criteria such as price, beds and baths.

Apartment seekers can also access the Advanced Search option from the home page. When an apartment seeker enters a city and state, the site will return any property as an exact match that is within that city’s limits according to the U.S. Postal Service, and any additional properties that fall within the radius entered from the center of that city. The default radius is “Exact”, but users can expand their radius to 10, 20, or 30 miles. The Advanced Search offers users the ability to search by geography, interactive map, property name, and college or military base.   

Smarter Search: Search Results Page

The apartment seeker has more control over their search results in the enhanced search results pages. The seeker can customize the number of results that appear on a page and sort those results according to what is most relevant to them. Video has also been integrated into the search results listings. The “Exact Match” and “Close Match” are features that allow the apartment seeker to view listings that fit their exact search criteria as well as those that almost match. This gives more control to the apartment shopper making them more likely to find a property of interest, which in turn means more LEADS^TM for advertisers. In the search results, users can toggle properties through three view points: list view, photo view or map view. Apartment seekers can also filter listings by video, neighborhood, pets and multiple photos. Because of these enhanced options, property managers have more opportunity to be seen by apartment seekers.

For more information on ForRent.com’s new intuitive search, view the video found here.

About For Rent Media Solutions^TM

Headquartered in Norfolk, Va., For Rent Media Solutions is a division of Dominion Enterprises. As the multi-family housing solution for apartment seekers, property/apartment managers and owners, For Rent Media Solutions provides superior products, outstanding customer service, and tangible results.  For Rent Media Solutions is a leading resource for choosing your next apartment for rent, townhouse, condo, duplex, efficiency, studio or loft and provides a free customizable apartment search from more than 30,000 apartment listings nationwide.  For Rent Media Solutions operates For Rent Magazine^®, as well as ForRent.com^TM-The Magazine, and publishes 99 magazines covering more than 190 markets nationwide, including After 55^TM Housing & Resource Guide, and Apartamentos Para Rentar^®. For Rent Media Solutions operates four additional Web sites: ForRent.com^®, SeniorOutlook.com^TM, CorporateHousing.com^®, and ParaRentar.com^TM.  For Rent Media Solutions is a company dedicated to the needs of the apartment industry, bringing prospective residents and apartment communities together.

About Dominion Enterprises

Dominion Enterprises is a leading marketing services company serving the automotive, enthusiast and commercial vehicle, real estate, apartment rental, and employment industries. The company’s businesses provide a comprehensive suite of technology-based marketing solutions including Internet advertising, lead generation, CRM, Web site design and hosting, and data management services. The company has more than 45 market-leading Web sites reaching more than 16.7 million unique visitors, and more than 450 magazines with a weekly circulation of 4.3 million. Headquartered in Norfolk, Va., the company has 5,400 employees in more than 200 offices nationwide. For more information, visit http://www.dominionenterprises.com/.

 

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We have noted in several of our previous posts how the tough economic times are proving difficult for businesses, but we really haven’t dived into the hardships affecting consumers…..you! Businesses are struggling because consumers are feeling the squeeze of the economy. You are forced to reevaluate your finances and reduce your disposable income.  In many instances that means staying home and going out less frequently.

We want to provide you with some resources to turn the negative into a positive. We’ve posted many blogs that can help you when your budget has been constricted; you just need to know where to find them!

Here’s a list to help you figure out how you want to nest during these economic times. Your home is your place of refuge against the world, and it’s time you started celebrating it!

• So you can’t go out to dinner, then stay at home and cook! We’ve found terrific recipes that our own staff has tried and LOVED! Entrees, side dishes and desserts galore! To make it appear like a night out, eat at the dinning room table with the television off and low lighting.
• Miss date night with your significant other? We’ve even come up with ideas for romantic gestures in your apartment, which include a soothing bubble bath, picnic on the floor or movie night!
• Have some creative juices flowing, but not a lot of $$ to spend? Then check out our amazing ‘How-To’ tips, decorating w/constrictions and low cost decorating ideas to make the most of your time spent at home.
• Need a gift for a friend? We’ve posted a few ideas for homemade gifts and cards! You’ll get bonus tips for being thoughtful and creative.
• You’re bound to have a few friends that are in the same predicament as you. So why not invite them over for a group party? We’ve posted tips on how to throw a party that is eco-friendly, which includes reducing money!! For entertainment you could play games and the dinner/dessert could be pot-luck so no one is forking over a lot of dough!

There are two things to remember for getting through these times: One - you are not alone. There are many others going through the same situation as you. Two -it will end. It may not seem like it, but there is light at the end of the tunnel. You just have to wait it out. Until then, take a look at these tips/ideas for staying at home and remain optimistic. When one door closes, another one opens……so decorate it!!

by Gillian Luce and Kimetha Hill 

Today’s consumers are changing the way they accept advertisements. The Hispanic community is no different. While the present economic circumstances call for more creative and innovative advertising techniques, marketing to the Hispanic community proves to be an area that remains open for growth.  Therefore, if you haven’t already introduced your brand to them, it’s time to do so.

The Hispanic demographic is the largest minority group in the US, according to Jupiter Research. It is important to note that Hispanics will experience the fastest population growth through 2013.  Household size is estimated to grow from 13.1 million (in 2007) to 15.6 million (in 2013)[1]. And Jupiter Research forecasts online retail spending within this group will grow to $21.6 billion by 2011, representing the largest increase of all online ethnic groups[2].

Also important to note is that the Hispanic community is more than just one group.  Within their demographic there are many smaller sub-divisions that must be researched.  According to a Global Information, Inc. article, 90% of American-born Hispanics describe themselves as American, showing that group labels alone do not help marketing.  This article goes on to describe that 34% of Hispanics prefer the term “Hispanic”, 13% prefer “Latino”, while 53% have no preference, reinforcing the idea that labels should not be the main focus.  In the Hispanic demographic there are many non-English speaking Hispanics who represent a significant portion; therefore, marketing strategies should include bilingual tactics.  Advertisers should break down their approach in recognizing the language barrier, and the many different countries of origin. 

When considering a marketing strategy for this demographic it is also essential to take into account culture. While age may play a small part in that 58% of English-preferring Hispanics are 35 or younger and visit social networking sites; understanding the Hispanic culture is the strongest way to effectively market to them.

For Rent Media Solutions^TM offers these four tactics to toss into your marketing mix to expose your brand to the growing Hispanic community.

1. Internet & Online Video.

According to comScore, Inc., more than 49% of the 15.7 million Hispanic-American Internet users either prefer to speak Spanish only, or a mix of Spanish and English. In other words, while English language content can and does reach a large number of Hispanic-Americans, to fully reach the Hispanic online user, marketers must also provide Spanish-language content.

For Rent Media Solutions offers ParaRentar.com®, the companion site to ForRent.com®. By providing a fully-translated Spanish apartment listing Web site, For Rent Media Solutions is giving the Spanish-speaking apartment seeker the freedom to shop without language barriers. Offering more than 4,000 listings, ParaRentar.com is a leading resource in the multi-family housing industry for locating apartments for rent that cater to the Hispanic community. In 2008, ParaRentar.com received over 40,000 views on average monthly.

In “Online Video Killed the Radio Star”, published in Portada magazine, it is clear that 15% of U.S. born and 17% of foreign born Hispanics state that they focus more on online video than television advertisements.  A recent study also offers that 17% of U.S. born and 26% of foreign born Hispanics feel more engaged with online video versus television advertisements.  Advertisers should use a more personable approach in marketing to the Hispanic Community.

Also on ParaRentar.com you will see that we have our Community Theater® product extended to a Spanish translated video.  The Community Theater product that For Rent Media Solutions offers is a professionally produced video that enhances the apartment shoppers experience by allowing users to view an apartment community’s most sought after units and amenities as well as the surrounding city it is located in.

2. Print.

Print is NOT dead! The Pew Hispanic Center and the Pew Internet & American Life Project found that 56% of Spanish-speakers are not on the Internet. This means that more than half of this important population is missing online.[3]  Therefore, basic fundamentals are still needed in order to market apartments to this demographic.

Already, For Rent Media Solutions offer a variety of products that appeal to this diverse audience.   Apartamentos Para Rentar® magazines are fully translated Spanish language apartment finding resources. With magazines in 14 metropolitan areas and over 2.4 million magazines published each year, the extensive database in Para Rentar’s magazines offer the freedom to shop without the challenges of a language barrier, along with a variety of resources to simplify the apartment search process. Something to note: word of mouth also plays an important role when advertising to the Hispanic demographic. Because 56% of Spanish-speaking Hispanics are not online, they will ask their trusted friends and family for resources. Therefore, maximizing your appearance online for those Hispanics using Internet and offline is the way to increase exposure of your brand.

3. Social Media.

Millions of people look to social media sites as their primary source of news, opinion and entertainment, including the Hispanic demographic. According to a study done by the Florida State University Center for Hispanic Marketing Communication comparing various cultural groups, 36% of English-preferring Hispanics visited social networking sites more than two or three times a month and were twice as likely to visit MySpace regularly than non-Hispanic Whites. The English-preferring Hispanics also chose to visit MySpace versus Facebook (44% to 18% respectively).

In order to promote an online social rapport with this community, your company needs to understand why Hispanic consumers are likely to use these sites. The central importance of family in Hispanic culture is well-documented and incisive marketers should try to reinforce this dynamic through their online activities. Apartment community managers need to brand their company as the perfect model of honesty, openness, and self-disclosure to establish a safe and trustworthy environment.

In addition to our already mentioned resources, ParaRentar.com is now embracing the social networking realm. There are several Para Rentar MySpace and MySpace Latino profiles, such as: Para Rentar Phoenix, Para Rentar Las Vegas and Para Rentar Houston that are dedicated to providing apartment searching information for the Hispanic consumers. Minorities are turning to social networks; companies must be open to engaging audiences with timely and relevant content that stimulates feedback and sharing.  Joining the conversation and engaging is what fosters the sense of community necessary to build relationships.

4. Mobile Media.

Many Hispanics and other Spanish-speakers will first experience the Internet via their cell phones. According to comScore m:metrics, 71% of Hispanics consume content on cell phones compared to the market average of 48%. In addition, Hispanics tend to notice and respond well to ads on cell phones. Nielsen’s recent “Mobile Advertising Report” highlighted that Hispanic data users are more likely to recall seeing ads on mobile phones (41% compared with 30% of non-Hispanics) and more likely to have responded (22% vs. 13%).[4]  Therefore, mobile marketing to the Hispanic demographic is a great way to promote your relevant content. For Rent Media Solutions is very proud of our mobile marketing initiatives.

Our text messaging product allows the apartment seeker to send a text message with the property’s unique keyword to the short code 47368 (4RENT). The property keywords can be seen on leasing banners, yard signs at the property, and in Apartamentos Para Rentar magazines. By texting the keyword apartment seekers would receive a response text message with information about the specific property. Property managers also use the service to send customized messages promoting specials to potential renters, as well as important messages and alerts to their current residents.

Your brand needs to adapt to this medium, or risk suffering a disadvantage compared with those brands that do take full advantage of the channel.

Bottom line-the Hispanic community is too large of a consumer group to ignore. As a media company, we continuously strive to improve our efforts in marketing to this demographic, using the latest emerging innovations and technologies.  We encourage you to take your brand to these steps and beyond in 2009.

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[1] US ONLINE POPULATION FORECAST,2008 TO 2013, Jupiter Research, Niki Scevak, Vikram Sehgal, and Andrew Peach[2] Hispanic Shoppers Online, 2007, Jupiter Research, Online Behavior & Demographics, June 12, 2007.[3] “Avoid Subtle Stereotypes To Maintain Campaign Effectiveness”, Patricia Graham and Jannet Torres, January 8, 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=97962

[4] “Connecting Via Mobile: Speak Their ‘Edioma’”, Joseph Kutchera, January 15, 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=98416

 

Contemplating a move to Denver? Denver.ForRent.com has all you’ll need to make the move an easier transition. A customized apartment search based on neighborhoods in the Denver area as well as resources for living in the city, Denver.ForRent.com will be your guide to complete the experience.

This site will not only help you locate Denver apartments in your desired zip code, but will also provide you with rental information such as median pricing for one, two and three bedroom apartments. Search Denver apartments by a map, city search form, and Denver’s metro top cities, Colleges in Denver and military bases in Denver.

Soon we will have a Denver Tips page which will assist you with your apartment living, dinning, recreation and entertainment needs.  Whether it’s checking out the city park, catching a football game at Invesco Field or visiting the performing arts center, there’s something for everyone!

So if moving to the ‘Mile High City‘ is on the radar for you, visit Denver.ForRent.com today to find the perfect apartment. Get more information and search tips on Denver Apartments, or view all Apartments for Rent in Denver, CO.

I was watching ‘The Wedding Date’ the other day and I heard an astounding statistic that made me rewind my DVR to hear it again. The commercial stated that according to Harris Interactive research, “On average, 236 members [of a national online dating networking site] get married each day.” Each day!? Are you serious? I couldn’t believe that. On average two hundred and thirty six members who sought out their loved one online get married every day of the year?? That’s amazing!

After hearing that statistic I immediately opened my lap top and looked it up (yes, I am that nerdy). The woman didn’t lie, it was an accurate count. I was shocked. So I then started looking up tips and advice about creating an online dating profile. Not for myself, of course, but just for educational purposes! And here are a few things that I learned….

Good First Impressions:
A good first impression is very important in the online dating realm. You need to make sure what you put out there is an accurate representation of yourself. The two specific areas I’m referencing are screen names and photos. You want to make sure your screen name isn’t too vague, but also accurately portrays you and maybe has something personal to go along with it.  Something like ‘Gillian<3VA’ is too broad, but ‘CreativeGillian’ would be more descriptive (although I will have to admit that still isn’t that interesting). Photographs also help make great first impressions. You want the photo on your profile to show off the real you. You want it to display your features (if you have a bald head, don’t try and cover it up in the photo…it’ll be discovered one way or another). Take lots of different photographs in lots of different backgrounds with different poses and choose wisely which one you want to represent you!

Personal Description:
In the description you write make sure you are first and foremost, honest. You want to show who you really are. Highlight great attributes you have through your profile instead of just stating them (i.e. instead of saying you have a sense of humor, show it through your profile or instead of saying you enjoy music, be specific about what type and what band, etc.).  Another tip is to be conversational in your description. You don’t want to come across as throwing a ‘sales pitch’ on why someone should date you!

Embrace it!
Check out all your matches, go with your gut instinct and find opportunities to meet new people. Date around and have a good time.  Enjoy the dating process until you find ‘the one’, because he or she will come around!!

If you’re relocating to a new area, I can only imagine how hard it is to meet new people. So look at the online dating strategy as an opportunity to get yourself out there in your new hometown. And I would recommend checking out our relocation center as well as our life tips page for more resources.

We will faithfully execute the leading position of apartment rental providers, and will to the best of our ability, supply listings of apartments for rent and resources for apartment living to the renters of the United States of America.

Today is Inauguration Day! It’s the day where President-elect Obama will be sworn in to become the 44^th President of the United States. This is the day where our new President will make an oath and take his place in the White House; with the expectations of turning our country and our economy around. So, in commemoration of this day’s historical significance, we, at ForRent.com, want to make an oath to our clients and to renters all over the United States. We will continue to provide you with outstanding solutions to meet your apartment rental needs. We will continue to out pace our competitors, to have more resources at your disposal and to be your one stop shop in the multifamily industry. This is our promise to you; this year will be an even better year than the last!