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Company. Costar Group: From Basement to Billion Dollar Global Real Estate Authority

The Synopsis

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Pre-Vetting and Marketing: Keys to Successful Apartment Leasing

Apartments.com has established a strong dominance in the 100-plus unit building market, with efforts to improve the rental application process through pre-vetting tenants, reducing waste of time for building owners and minimizing low-quality applications from tenants. The introduction of a premium renter service has further helped in qualifying tenants early in their search. Additionally, aggressive marketing strategies, including high-profile endorsements and significant advertising budgets, have proven effective. Initial investments of $75 million in marketing, with an eventual total nearing $1 billion, have shown tangible results, reinforcing the notion that smart spending in marketing can yield substantial success in business.

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