DISQUS

Steve Bertolacci · 1 year ago

You comment on how apartment managers are receptive to the pay-per-lead model, but that doesn't cover phone leads or any other lead contacts. Advertisers will often capture a vast majority of their leads from the phone. And as many apartment managers know, turning a lead into a renter is often better handled either in person or on the phone. It just makes it easier to close the sale.

PPC advertising company · 3 months ago

I do agree with your follow up, but I think the best on the list was Pay-per-lead.. I think it has the most advantages out of the three.

Joe · 1 year ago

Eric, good writeup. A couple notes for you. First, you put pay-per-lease instead of lead on #3. Secondly, I find it very telling that MyNewPlace has given up on the Lease model. It's always been a very difficult one to execute correctly, for some of the reasons you've given, and the fact that they couldn't make it work tells me they just couldn't overcome some of those issues. Seems that it gives Rent.com a clear product differentiation factor again.

Eric Wu · 1 year ago

Steve, you are right in that the lead model does not account for walk-ins, which are the highest conversions. However, the lead model does account for phone calls, tracked through Call Source. One major fault of the lead model is similar to what Orbitz faced; consumers bouncing off the vendors site and going directly to the supplier.