When it comes to apartment hunting, renters aren’t relying on just one platform—they’re searching across multiple channels, with Google at the center of their journey. Understanding where and how renters search is key to maximizing your property’s digital advertising strategy.
According to a recent study, 73% of renters begin their search on Google, looking for terms like “apartments near me” or “pet-friendly apartments in [city]” before exploring property websites or listing platforms. Google Search Ads and organic SEO efforts are critical to ensuring your property appears when renters are actively looking.
While Internet Listing Services (ILS) remain important, Google has overtaken them as the first touchpoint for most renters. Renters typically land on ILS platforms after conducting a Google search, often clicking on paid ads or organic results that direct them to listings.
A recent report found that over 60% of renters visit multiple ILS platforms, but most rely on Google to discover and compare their options first. This means properties must have a strong presence on Google Ads and local search results to capture interest before renters even land on an ILS.
Platforms like Instagram, Facebook, and TikTok play a growing role in apartment discovery, particularly for younger renters. However, social ads tend to be more about branding than direct lead generation. Google search remains the dominant method for high-intent renters ready to tour or sign a lease.
Renters use a combination of Google, ILS platforms, and social media, but the data shows that Google is the primary driver of apartment searches. This means:
At Effortless Ads, we take the complexity out of digital advertising. Our AI-driven platform automates and optimizes Google Ads to ensure your property is capturing the highest-intent renters exactly when they’re searching.