Apartments.com
Advertising property listings with Video Shopping Ads to drive rental leads.
The objective
Engaging renters looking for a new home
Apartments.com is an extensive online rental marketplace that not only lists home and apartment rentals but also advertises these listings on platforms like TikTok to drive rental leads. The Apartments.com Network is the most comprehensive in the nation, encompassing 11 leading sites such as Apartments.com, ForRent.com, and ApartmentFinder.com. These sites collectively attract over 95 million visits each month from renters searching for their next home.
Apartments.com offers a suite of digital advertising, social and reputation management, and market analytics solutions, ensuring a high return on investment for advertisers. By leveraging TikTok, Apartments.com aims to drive leads and conversions for its existing property base. Their presence on TikTok allows them to reach a broader, more engaged audience through creative and engaging short-form videos. This strategy not only enhances brand visibility but also effectively targets potential renters, leading to quicker lease-ups and reduced vacancy rates. This makes Apartments.com a one-stop solution for optimizing online marketing performance and quickly filling vacancies.
The solution
Enhancing the renter’s ad experience with dynamic retargeting
In January of 2024, Apartments.com launched an innovative new strategy on TikTok, becoming one of the few real estate platforms to leverage this dynamic medium. They utilized the catalog feature in TikTok's Video Shopping Ads to run dynamic carousel ads, showcasing previously viewed and relevant property listings to enhance user experience. These ads were used in retargeting campaigns aimed at users who have recently visited the site's homepage, searched for properties, or viewed specific listings.
Apartments.com has maintained an always-on approach, driving leads and conversions through this innovative use of dynamic catalog creatives. The conversion data gathered from these campaigns helped to provide valuable insights and further optimize their advertising efforts. This strategy not only represents the brand well but also sets a new standard in digital real estate marketing.
Apartments.com also utilized celebrity spokesperson Jeff Goldblum in their creative to help build brand advocacy, which further enhanced their brand presence and credibility. This strategic move helped to attract a wider audience and foster a deeper connection with potential renters.
The results
Efficient and cost-effective engagement
Apartments.com’s dynamic property retargeting ads have achieved remarkable success, showcasing the power of a full-funnel marketing strategy. By leveraging TikTok's innovative platform, Apartments.com created a captivating brand presence that speaks to all facets of the marketing funnel.
Their ads achieved a click-through rate (CTR) that was 113% higher than the benchmark, demonstrating exceptional user interaction with the catalog property listings.
From January to May 2024, Apartments.com saw a 16% reduction in cost per thousand impressions (CPM) and a cost per click (CPC) that was 59% lower than the benchmark. These impressive metrics underscore the effectiveness of their comprehensive approach, which seamlessly integrates brand-building and performance marketing.
By focusing on dynamic catalog creatives, Apartments.com successfully addressed every stage of the marketing funnel, from awareness to conversion. This strategy not only represents the brand in a compelling way but also sets a new standard in digital real estate marketing.