Mar 29, 2016
Apartments.com Continues Reign as the Leading Apartments Listing Site with New Ad Campaign
Apartments.com is launching ten new commercials as part of its “Change Your Apartment, Change the World” advertising campaign this week.
WASHINGTON – March 29, 2016 – Apartments.com, owned by CoStar Group, is launching ten new commercials as part of its “Change Your Apartment, Change the World” advertising campaign this week. The series of spots, which feature actor Jeff Goldblum as infamous Apartments.com spokesman and Silicon Valley Maverick Brad Bellflower, were directed by Bob Odenkirk of “Breaking Bad” and “Better Call Saul” and created by ad agency RPA.
The new commercials build upon Apartments.com’s tremendous advertising success in 2015, as well as its unprecedented Super Bowl commercial. Since re-launching Apartments.com, the site’s brand awareness and usage intention has doubled. Even more important, the site maintains a strong first place lead for unique visitors, visits and page views over all other apartment listing sites according to comScore.
“We’ve seen that great products, coupled with great advertising and marketing, yield tremendous results for our clients, bringing them the qualified renters they need to maximize occupancy,” said Andrew Florance, CoStar Group Founder and Chief Executive Officer.
“The renter population is exploding in the United States, with one-third of all Americans renting. And that number is expected to continue growing,” he explained. “Apartments.com offers an unsurpassed selection of rental properties spanning apartment buildings, single-family homes, condos and townhomes, with the search tools and information renters need to make one of the most important financial decisions. Our marketing campaign may bring renters to the site – but the return visits and growing inventory are a testament to the fact that the product is superior to anything else in the market.”
Florance also noted that the advertising investment has not impacted Apartments.com in its ability to remain one of the lowest-cost providers in the multifamily listing market.
“The perception that our advertisers are ‘paying’ for our marketing efforts is an idea our competitors like to tout,” he said. “But in reality, Apartments.com offers one of the least expensive apartment listing site subscriptions in the industry, and the site clearly provides more value for the investment.”
The campaign will run all year long and spans a mix of television (including primetime, cable, sports, and syndication), digital, social and SEM platforms. It represents an investment of $100 million, intended to further expand Apartments.com’s leadership as the most trafficked site, and ultimately provide the most potential and qualified renters for its advertisers.
The campaign is expected to deliver approximately six billion impressions to adults 18 – 49 years old, and to build continued awareness and excitement about Apartments.com and how it can help connect renters with their perfect homes; help small property managers reach the renters they want; and further the idea of limitless possibilities surrounding the renter era.
About CoStar Group
CoStar Group, Inc. (NASDAQ:CSGP) is the leading provider of commercial real estate information, analytics and online marketplaces. Founded in 1987, CoStar conducts expansive, ongoing research to produce and maintain the largest and most comprehensive database of commercial real estate information. Our suite of online services enables clients to analyze, interpret and gain unmatched insight on commercial property values, market conditions and current availabilities. LoopNet is the most heavily trafficked commercial real estate marketplace online with more than 10 million registered members. Apartments.com, ApartmentFinder.com and ApartmentHomeLiving.com form the premier online apartment resource for renters seeking great apartment homes and provide property managers and owners a proven platform for marketing their properties. Through an exclusive partnership with Move, a subsidiary of News Corporation, Apartments.com is the exclusive provider of apartment community listings across Move’s family of websites, which include realtor.com®, doorsteps.com and move.com. CoStar Group’s websites attracted an average of more than 22 million unique monthly visitors in aggregate throughout 2015. Headquartered in Washington, DC, CoStar maintains offices throughout the U.S. and in Europe and Toronto with a staff of approximately 2,600 worldwide, including the industry's largest professional research organization. For more information, visit www.costargroup.com
Director, Public Relations
This news release includes "forward-looking statements" including, without limitation, statements regarding CoStar's expectations, beliefs, intentions or strategies regarding the future. These statements are based upon current beliefs and are subject to many risks and uncertainties that could cause actual results to differ materially from these statements. The following factors, among others, could cause or contribute to such differences: the risk that CoStar’s product development efforts and the advertising campaign do not produce or continue to produce the expected results when expected or at all; the possibility that Apartments.com does not maintain current levels of unique visitors, total visits or page views; the risk that the renter population does not continue growing; and the possibility that Apartments.com does not continue to offer a less expensive advertising option than others in the industry. More information about potential factors that could cause actual results to differ materially from those discussed in the forward-looking statements include, but are not limited to, those stated in CoStar's filings from time to time with the Securities and Exchange Commission, including in CoStar's Annual Report on Form 10-K for the year ended December 31, 2015, and Quarterly Report on Form 10-Q for the quarter ended September 30, 2015, each of which is filed with the SEC, including in the "Risk Factors" section of those filings, as well as CoStar's other filings with the SEC available at the SEC's website (www.sec.gov). All forward-looking statements are based on information available to CoStar on the date hereof, and CoStar assumes no obligation to update such statements, whether as a result of new information, future events or otherwise.