New ILS data: When are renters really looking, engaging & leasing?

You might think marketing spend — especially on ILS advertising — is most important during the traditional leasing season. But what if we told you the data says different?

We pulled a year’s worth of data from RentCafe.com to analyze monthly ILS trends, and the results might surprise you. Specifically, we looked at when apartment listings are really getting the most traffic, leads and leases, all to help you assess when marketing spend matters most.

Read on to see the top months for each of the above, and learn how to align your ILS marketing strategy accordingly.

If videos are your jam, you can also watch Esther Bonardi talk through the data.

Let’s talk ILS traffic

Thought ILS traffic was highest in the summer? Think again! According to the data, most of the high traffic months fall between January and April (but we see you, October):

So, after the beginning of the year, ILS traffic starts to climb. That means renters are researching earlier than you might expect, and marketing efforts are valuable to create awareness during this time. Are your apartments visible when renters start searching?

What about actual leads?

Leads ramp up as we enter spring. March, April and May all made the top five (that’s right, only one summer month made the cut):

But wait: February made the top five, too! ILS data goes to show that renters shift from looking to contacting early in the year, and that momentum builds as the months continue.

See when leases enter the chat

Leases increase as spring shifts to summer, which most apartment marketers know and expect. Most of the high-lease months sit between May and August. You might be surprised, though, to see March also earned a spot:

While it’s important to be visible during the traditional leasing season, the data shows there’s more to it. Your ILS advertising shouldn’t be limited to select months.   

Watch the video

Here’s the takeaway

Yes, summer is still when most leases happen, but renters start researching — and engaging — long before they move. This includes during months where your availability might be low.

That’s why year-round marketing is key. Without it, you won’t be visible to renters during their research stage. (Don’t forget: October ranked high for traffic, in addition to spring months.)

Luckily, there are low-cost ways to get the job done. Try listing on an ILS that prioritizes year-round visibility for a good value, like RentCafe.com. Creating a solid SEO foundation will also help you stay present in search results every month.

Feel free to reach out with questions, you can always count on us for help. Happy leasing!