Apartments.com Launches New Marketing Campaign Focused on Changing Consumer Rental Behavior Post-Pandemic

Jeff Goldblum-Starring Campaign Explores Evolved Consumer Needs and Wants

Apartments.com, a CoStar Group brand  recently released the first in a series of new TV spots as part the company’s 2022 marketing campaign. The new campaign – developed in partnership with Rubin Postaer and Associates– gets to the heart of what matters most to renters, as many prepare to make their first move in the wake of the COVID-19 pandemic.

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“This further affirms our continued marketing investment in streaming and emerging media platforms.”

Jeff Goldblum returns for an eighth year as Apartminternet Founder Brad Bellflower, a quixotic futurist who will go to seemingly any length to make Apartments.com “the place to find a place.” The clever creative leans into cultural headline news themes, as evidenced by the spot entitled “Billionaires in Space.” It also touches upon personally relevant topics, such as parenthood with “Test” or “Cathouse,” for pet parents.

In an effort to ensure the creative resonates with renters and their shifting behaviors, Apartments.com surveyed over 25,000 prospective renters to better understand how the pandemic has impacted renter behaviors and influenced their priorities.

“The past two years have changed how many people work, live, socialize, and even parent,” said Patrick Dodson, Vice President of Marketing, Apartments.com. “With our 2022 marketing campaign, we’ve evolved our brand to reflect the changing behavior of renters across the country.”

Given the changes in their lifestyles and work environments, renters are reevaluating what they want and searching for ways to upgrade. Key takeaways from the survey include:

• Prospective renters delayed moving plans during the height of the pandemic
• Renters are feeling more confident about making a move and have a more positive outlook on their financial future
• More than 50% of renters surveyed are planning to make a move in the next 12 months
• Renters are making decisions faster than they did pre-pandemic
• The need for more space, upgraded living and a change in lifestyle are currently the leading factors to search for a new place to live

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“As a brand, not only have we adjusted to the current renter landscape, we know, now more than ever, that renters are consuming media primarily through streaming video and audio platforms.” Dodson continued, “This further affirms our continued marketing investment in streaming and emerging media platforms.”

Over the coming weeks, Apartments.com’s new campaign – which includes TV spots and digital and social videos – will become increasingly omnipresent nationally. Given the rising popularity of streaming services, the brand will amplify its advertising presence among top platforms, such as HBOMax, Paramount+, Hulu, Peacock, YouTube, iHeart Radio, Spotify, Pandora, and many others.

With the new campaign, Apartments.com seeks to connect with renters like never before through custom content and unique creative developed specifically for renters’ favorite social and digital video platforms, including TikTok, Instagram, Snapchat, YouTube, and Facebook. The brand will also launch several new social series developed in partnership with top-tier influencers across all renting categories, including DIY projects, pet life, apartment tours, apartment living tips and tricks, and more.

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