Today’s most effective apartment marketing strategies are built around digital outreach. Renters overwhelmingly start their search online, which means landlords need an omnichannel approach, combining property websites, Google ads, and targeted social media campaigns.
Internet listing services (ILS) are still at the center of this effort and remain the foundation of rental marketing. Roughly 75% of renters visit an ILS at some point in their apartment search, according to the 2024 Grace Hill | NHMC Renter Preferences Survey. But with so many platforms to choose from and myriad pricing models, the challenge for landlords is maximizing ROI.
Two players dominate the ILS space: Apartments.com, which is owned by CoStar Group, and Zillow Rentals. Both of them have also spent the past several years aggressively tightening their hold on the rental listings market.
CoStar’s 2014 acquisition of Apartments.com marked the start of a decade-long acquisition spree in the ILS market. Apartment Finder, ForRent.com, Westside Rentals, and other competitors were absorbed into its network, building a platform with syndicated reach across more than 11 partner sites.
Zillow Rentals has also steadily expanded its marketplace as it doubles down on the rental sector’s growth potential. Rentals now make up roughly 20% of Zillow’s total revenue, and new partnerships with Redfin, Rent.com, and ApartmentGuide.com should extend its reach.
For multifamily operators, Apartments.com and Zillow remain go-to channels. Their brand recognition and ability to deliver quality leads keep them at the top of the ILS hierarchy. Yet some landlords are feeling pricing fatigue. Tiered subscription bundles, “boost” fees for visibility, and other monetization tactics have steadily driven up listing costs.
In this Insights by Blueprint report, we explore the alternatives, analyzing emerging ILS platforms, how operators are testing new digital leasing strategies, and why more multifamily marketers are moving beyond the big two.
The portal wars heat up
Before discussing alternatives, let’s survey the latest in the so-called “portal wars.”
While the duopoly of Apartments.com and Zillow still dominates, the competitive terrain may be shifting, under pressure from SEO changes, social media, and legal actions.
According to Semrush data, Apartments.com’s organic search traffic fell from 31.3 million visits in January 2025 to 24.9 million in August 2025 (~20% decline). Some of this is seasonal, but summer 2025 traffic was meaningfully weaker than the year prior.
The biggest factor in the traffic decline may be a CoStar pivot. CoStar’s Q2 2025 earnings report notes that revenue growth in its multifamily segment has moderated as it diverts sales resources toward Homes.com. The company has said that sales resources will continue to be diverted to Homes.com throughout 2025, which could affect its multifamily segment.
CoStar has also added a cautionary disclosure in recent earnings reports that its stated web traffic metrics might “misstate the actual number of unique persons” visiting its network. This is after CoStar came under scrutiny over the accuracy of its reported analytics.
This comes amid a broader period of scrutiny and high-stakes litigation:
- The highly publicized copyright lawsuit against Zillow, alleging unauthorized use of nearly 47,000 CoStar-owned rental images.
- Pressure from hedge fund activists Third Point and D.E. Shaw over the ROI of Homes.com’s rapid expansion.
Meanwhile, Zillow Rentals has grown into a significant revenue engine. Zillow’s organic search traffic also remains much higher than that of Apartments.com. In organic traffic, Zillow experienced substantial growth through 2023, peaking at over 95 million monthly visits in early 2025. There was a slight pullback in mid-2025, but still strong at ~77 million by August.
It should be noted that CoStar Group reportedly averaged 111 million monthly unique visitors across its network in Q2 2025, spanning Homes.com, the 11 rental sites in the Apartments.com network, and the Land Network. Even so, Apartments.com’s roughly 20% drop in organic search traffic between January and August 2025 stands out.
With Zillow ramping up its rental push and legal battles underway, the ILS portal wars show no signs of cooling, leaving multifamily operators caught in the middle.
Alternatives to the Big Two
Despite ILS consolidation in recent years, multifamily operators still have a considerable number of alternatives to Zillow Rentals and Apartments.com.
Avail
Avail, owned by Realtor.com®, is a property management platform that syndicates listings to 20+ rental sites, including Apartments.com and Zumper. It offers built-in fraud protection, automated property tours, and market insights covering local rental trends, demand, and comps to help set optimal rent prices.
Pricing: The Unlimited plan is free and includes listing syndication, rental property accounting, maintenance tracking, and access to lawyer-reviewed leases. Unlimited Plus, at $9/unit per month, adds waived ACH fees, FastPay, priority customer support, and customization for rental applications and leases. Promoted listing costs vary by platform and location.
Blueprint’s recommendation: Avail is a strong fit for DIY landlords and small-scale multifamily owners who want a broad marketing reach and property management essentials at minimal cost. For larger operators with leasing teams and centralized systems, it will feel too lightweight compared with enterprise-grade platforms.
Rent.com
Rent.com, owned by Redfin, syndicates listings to both Redfin and ApartmentGuide. The platform offers a tenant review system, a free rent price estimator, and a lead management dashboard, along with paid upgrades, such as featured placement, to boost visibility in competitive markets.
Pricing: Free listings provide a standard rental advertisement. Premium placement and additional features are available at variable rates, depending on market and package.
Blueprint’s recommendation: Rent.com is best suited for regional and mid-sized operators seeking flexible, lower-cost lead generation with the added benefit of Redfin visibility. It provides more functionality than DIY platforms like Avail.
Apartment List
Apartment List is unique in its approach with a match-based system that connects landlords to renters who meet specific criteria. It has a performance-based pricing model where landlords pay only for qualified leads or signed leases. This makes Apartment List one of the more cost-effective options among rental listing sites. Unlike many competitors, Apartment List does not syndicate to other sites, focusing solely on its own platform and audience.
Pricing: Based on the number of qualified leads or completed leases.
Blueprint’s recommendation: Apartment List is best suited for operators with mid- to large-scale portfolios who want measurable ROI and efficiency in lead handling. The pay-for-performance model helps control costs and reduce wasted time chasing unqualified leads, which makes it especially useful when paired with centralized leasing teams.
Trulia
Trulia, owned by Zillow, gives landlords a platform to market rentals while showcasing neighborhood features. Listings created through Zillow Rental Manager automatically appear on Trulia, Zillow, and HotPads, maximizing exposure.
Other interesting features include neighborhood insights that highlight schools, amenities, and safety information to attract renters looking for specific community attributes. There’s also dynamic rent pricing that adjusts rates with local market data powered by Zillow.
Pricing: Basic listings and syndication are free in most markets. Premium placement across Zillow’s network costs $29.99 for up to 90 days.
Blueprint’s recommendation: Trulia is best suited for small landlords and mid-sized operators in lifestyle-driven markets who want cost-efficient visibility and the ability to showcase neighborhood features. Larger institutional operators may see it as supplemental exposure, but will need more sophisticated tools for scale and lead management.
Innago
Innago is a strong choice for landlords managing small to mid-sized portfolios, valued for its ease of use and streamlined approach. The platform provides free tools for rental advertising, tenant screening, and rent collection, with listings syndicated to major sites like Zillow, Realtor.com, Zumper, and PadMapper.
Pricing: Completely free. All core property management features, including tenant screening, rent collection, and basic advertising, are available at no cost.
Blueprint’s recommendation: Innago is best suited for DIY landlords and smaller multifamily operators seeking an all-in-one property management platform at no cost. It delivers excellent value for portfolios under 100 units.
Redfin
Redfin is best known as a residential real estate platform, but it also provides rental property advertising. Its various tools include market insights and rent pricing analysis, which help landlords position their listings while taking advantage of Redfin’s trusted brand. Unlike some competitors, Redfin doesn’t syndicate its listings to other platforms.
Pricing: A free listing includes standard advertising and basic lead management, while premium advertising or enhanced visibility options may be available for an added cost.
Blueprint’s recommendation: Redfin Rentals is best for small and mid-sized multifamily operators seeking trusted brand exposure and data-driven rent positioning at low or no cost. It works well as a supplemental channel in markets where Redfin has a strong consumer base.
TenantCloud
TenantCloud is a property management platform that enables landlords to advertise rentals, screen tenants, and handle daily operations from a single dashboard. Its listing syndication and customizable templates make it especially appealing for independent landlords looking to maximize visibility. TenantCloud publishes listings across major rental platforms, including Zillow, Trulia, Apartments.com, and other partner sites.
Pricing: A Starter Plan is $17/month and includes rent collection, maintenance management, listings, and applications. A Growth Plan is $32/month and includes all Starter features plus lease builder and document templates. A Pro Plan is $55/month and includes all Growth features plus tax reports, customizable applications, and reconciliation tools.
Blueprint’s recommendation: TenantCloud is best for small to lower mid-sized multifamily operators who want an affordable, customizable management system with strong syndication. It sits in the middle ground between free, lightweight platforms like Innago/Avail and enterprise property management software, making it a good fit for landlords who are actively growing their portfolio but not yet ready for Yardi, RealPage, or AppFolio.
TurboTenant
TurboTenant helps landlords market rental properties and screen tenants. Its free listing syndication and built-in application tools make it a go-to option for independent landlords who want broad exposure without a big upfront cost. TurboTenant publishes listings on major platforms like Apartments.com, Realtor.com®, and more.
Pricing: A free plan includes rental listings and applications with core features, while screening fees are tenant-paid reports that start at $35. A Pro Plan is a $149/year subscription that adds premium tools and expanded functionality.
Blueprint’s recommendation: TurboTenant is best suited for DIY landlords and small-scale operators seeking maximum exposure with little to no upfront investment. It delivers excellent value for landlords managing fewer than 50 units.
Zumper
Zumper is a rental platform built to help landlords connect with tenants quickly and efficiently. Its integrated tools for listing syndication, rent pricing, and tenant applications make it simple to market your property to a broad audience. Listings appear on Zumper, PadMapper, and select regional partner sites (availability varies by market).
Pricing: A free plan includes standard listing and syndication features. Premium listings for $29.99 a month boost visibility and unlock enhanced marketing options to attract more qualified renters.
Blueprint’s recommendation: Zumper is best for small and mid-sized multifamily operators who want cost-effective, easy-to-manage syndication with the option to scale visibility in competitive markets.
Facebook Marketplace
Facebook Marketplace offers landlords a simple, highly visible way to advertise rentals directly to their local community. With its massive user base and intuitive interface, it’s one of the most accessible platforms for connecting with prospective tenants.
Listings appear exclusively on Facebook and are shown to local renters based on location and search activity. No syndication to external sites.
Pricing: Free, which includes property listings, integrated messaging, and easy sharing within local buy/sell groups.
Blueprint’s recommendation: Facebook Marketplace is best suited for DIY landlords and very small operators who want free, hyper-local exposure and are comfortable managing leasing informally. It’s a useful supplemental tool, but not a standalone solution for more professionally managed portfolios.
Local/City-specific
In competitive or unique housing markets, local and regional listing platforms can deliver higher-quality leads than national portals. While they can’t match Zillow or Apartments.com for traffic, they often attract serious, well-informed renters targeting specific areas.
- StreetEasy (NYC): The go-to for New York landlords, offering unmatched visibility, building data, and pricing trends.
- ApartmentAdvisor (Boston): Combines listings with regional rent data to aid pricing and targeting in Boston’s seasonal market. The site now also features listings in NYC, Los Angeles, Atlanta, Chicago, and Washington, D.C.
- NYC Housing Connect: The official portal for affordable housing lotteries and compliance for income-restricted units.
- Domu (Chicago): Locally focused and often cited as the top apartment finder in Chicago. It features a wide selection of lofts, condos, and houses tailored to the city’s market.
What ILS should you use?
Since most renters browse multiple ILS platforms during their search, it pays to be strategic about where you list. The right mix depends on your portfolio size and your market. Some platforms dominate nationally, while others perform best in specific regions.
A quick way to gauge an ILS’s local popularity is to run a Google search based on your area, such as “apartments for rent in Philadelphia,” and see which sites rank highest. While this isn’t a foolproof method, it’s a useful indicator of where local renters are most likely to look.
Here are Blueprint’s ILS recommendations by landlord type:
Small Independent Landlord (10 Units):
- Strategy: Avail (free tier) for syndication + Facebook Marketplace for local reach.
- Result: Low-cost, steady lead flow; higher conversion due to neighborhood-level targeting.
Mid-Size Operator (250 Units):
- Strategy: Split the budget between Apartments.com and Zillow; use TurboTenant for workflow; seasonal paid boosts in peak leasing months.
- Result: Balanced lead sources; cost-per-lease stays consistent even during portal traffic dips.
Large Institutional Owner (5,000 Units):
- Strategy: Apartment List for performance-based leads; owned SEO via property websites; dedicated leasing team for social channels.
- Result: Lower dependency on any one ILS; reduced volatility from search algorithm changes.
(can turn the above recommendations into a table)
Turning inquiries into leases
Simply posting on major ILS platforms isn’t enough. You need a system behind the leads. Tracking metrics like cost per lead and source quality is essential, but the real differentiator is how you manage the flow of inquiries. Leasing teams can easily become overwhelmed by volume, leading to missed opportunities, slower responses, and frustrated prospects.
Centralizing lead management has become increasingly crucial. Whether through an inside sales team dedicated to handling inbound inquiries or by deploying AI-driven leasing assistants, the goal is the same: ensure every lead is captured, prioritized, and followed up on promptly. AI can triage and respond instantly, while centralization removes the bottlenecks that happen when onsite staff juggle too many tasks.
“More leads aren’t always better,” says Jonas Bordo, Co-Founder and CEO of Dwellsy, a free ILS platform. “If they pile up without prompt responses, the community’s reputation suffers.” Before ramping up marketing spend, owners should evaluate whether their systems or technology partners are set up to handle lead volume at scale. Without that backbone, even the best marketing funnel leaks.
Going beyond the ILS
ILS may no longer be the sole lead-generation tool for multifamily communities, but they remain a valuable part of the mix, and they’re not disappearing anytime soon.
However, a strong marketing strategy never depends on a single channel. ILS platforms, Google Ads, social media, your website, and even traditional, “old-school” tactics should work together as an integrated ecosystem, each reinforcing the other to drive qualified leads.
The key is balance. Diversify your efforts, ensure each channel plays to its strengths, and, most importantly, measure, test, and refine continuously.
Beyond the portals, multifamily operators are also having success with:
Building their own lead pipeline
To reduce dependence on third-party platforms, take control of your lead pipeline.
- Start by building a mobile-friendly property website that features current unit availability, high-quality photos, floor plans, and an easy-to-use inquiry form.
- Optimize your site and Google Business Profile so it ranks for “[apartment name] + [city]” searches, making it easier for renters to find you directly.
- Capture contact information from past inquiries, referrals, and community events, and use email marketing to re-engage those prospects when units become available.
- Run targeted Google Ads or Facebook and Instagram campaigns aimed at renters in your city to keep your property top of mind.
Meeting renters where they scroll
Roughly 80% of apartment hunters check social media before choosing a rental, according to MRI Software. Gen Z prospects may not search listings there, but they’ll often review community pages to see if the vibe matches their values. An outdated or inactive presence can be a red flag, while overly polished posts can be just as off-putting.
- Platforms like Instagram and TikTok offer opportunities to showcase your property creatively, especially when partnering with local influencers who can share authentic, community-focused content.
- Nextdoor allows you to target specific neighborhoods or ZIP codes, connecting with renters right where they live.
Taking advantage of referrals
Turn your current tenants, employees, and professional network into active leasing advocates.
- Implement a tenant referral program, offering incentives such as a discount on rent for successful referrals.
- Build partnerships with local employers, especially hospitals, universities, and large companies, so your property is included in relocation packets for new hires.
- Establish relationships with local real estate brokers or apartment locators, paying leasing commissions to agents who bring qualified tenants.
Winning the AI search shift
The rise of AI-generated search summaries on Google and GPTs like Claude and ChatGPT is quickly reshaping how renters find information. AI Overviews aggregate content from multiple sources, including property websites, and they occasionally push both paid and organic links lower in search results. This can reduce click-throughs for ILSs and property websites.
The good news is that while AI-powered search tools are reshaping how consumers find information across many industries, the real estate sector enjoys some unique advantages. Recent research by WebFX that analyzed 2.37 million keywords reveals that the AI Overview rate for Real Estate was only 13%, the second-lowest among industries studied.
That’s because when potential buyers search with local modifiers like “near me” or specific neighborhood names, AI Overview appearance rates drop from about 35% to 9%. Real estate searches, such as for apartments, require elements that AI text summaries can’t effectively provide, such as visual confirmation, subjective neighborhood preferences, and local market nuances.
This doesn’t mean this protection from AI Overviews will last forever for the real estate industry, though. As GPTs like Claude and ChatGPT become increasingly popular, more apartment communities are preparing by establishing integrated digital marketing strategies that focus on local authority, question-based content strategy, and data-driven credibility.
Publishing original content such as FAQs, blogs, and amenity features gives AI more accurate material to work with, helping control the narrative. Before committing to a full-scale strategy, benchmark your current AI search presence.
Check free resources like the AI Overview Checker, which reveal how often your property’s website appears in AI-generated summaries and which competing websites are showing up for the same keywords that you target. These snapshots highlight SEO gaps and opportunities and also provide a measurable baseline for tracking future optimization strategies.
Final takeaways
The rental marketing landscape is changing fast. Apartments.com and Zillow remain dominant players, but rising costs, shifting renter behavior, and new technology, from social media to AI-driven search, are creating both challenges and opportunities for multifamily operators.
The most successful landlords in 2025 are diversifying across channels, strengthening direct-to-renter pipelines, and constantly adapting to new discovery tools.
Focus on three priorities:
- Balance your mix – Use ILS platforms strategically, but make sure property websites, paid ads, social media, and local outreach work in concert.
- Own your data – Keep listings accurate, detailed, and widely distributed so you can be found, whether through Google or ChatGPT.
- Act fast – Speed of lead response, quality of follow-up, and ongoing testing will make the difference between wasted spend and consistent leases.
The future of rental marketing is less about relying on one “silver bullet” platform and more about building a resilient, multi-channel ecosystem that can evolve with the market.
– Nick Pipitone
