ZILLOW GHOSTS OF THE PAST
“Zillow didn’t work for us before”
“Makes sense you paused—back then you were looking at different data and a different product; I’d like to test today’s Zillow against your current lease and vacancy goals.”
“What did success look like when you launched – target occupancy or time-to-lease?
“Apartments.com is our top performer.”
“When you say ‘top performer,’ are you looking at leads, leases, or cost per lease?”
“We don’t usually advertise; we just put up a sign.”
“When a unit doesn’t fill quickly, what does that vacancy cost you in a typical month?”
“We don’t have budget until our Apartments.com contract renews.”
“Who ultimately decides how dollars get split between channels, not just renewed line items?”
“Just email me your pricing and we’ll let you know.”
“Before I send numbers, what are you actually trying to solve for – lower cost per lease, faster fill, or something else?”
“We tried Zillow a few years ago and didn’t see results.”
“That’s fair; now the question is whether a tightly defined 2026 test could hit the occupancy and cost‑per‑lease targets you care about now.”
“For that test, what did success look like to you – target occupancy, time‑to‑lease, or cost per lease?”
“If we’re already on Apartments.com, I don’t see why we’d need Zillow.”
“What gaps are you still seeing today – specific properties, unit types, or seasons – even with Apartments.com performing well?”
“We only have one vacancy right now, so we don’t really need to advertise.”
“Over a full year, how often do you have at least one unit sitting open somewhere in the portfolio?”
“Our marketing budget is locked for the year.”
“Within that fixed budget, where do you feel you’re over‑spending relative to the leases you’re getting today?”
“We’re not looking to make any changes right now.”
“If nothing changed in your marketing over the next 6–12 months, what would you be most worried about from an occupancy or revenue standpoint?”
“Zillow just wasn’t strong in our area last time we checked.”
“That used to be true in some markets; today our rentals network looks very different, so let’s check current sub‑market data before we keep operating on an old story.”
“What market‑level data are you looking at today to say that – and how are you comparing us to other sources on leases, not just lead volume?”
“Everyone tells me you ‘have to be’ on Apartments.com for rentals.”
“When you look at your own data, where is Apartments.com over‑ or under‑performing versus your expectations?”
We’ve never had to advertise – we fill on word‑of‑mouth.”
“If that word‑of‑mouth pipeline slowed down, what’s your backup plan for keeping units full?”
“Circle back next quarter when we revisit budgets.”
“If we wait a full quarter, what does that mean in terms of vacancy dollars at your tougher properties?”
“Just send over a proposal and we’ll review it internally.”
“When you’re reviewing proposals, what 2–3 criteria matter most to you – price, audience reach, conversions, support, something else?”
“We moved everything to Apartments.com and haven’t gone back.”
“That move probably made sense then—now it leaves you single‑threaded on one ILS, which is why many owners add Zillow for incremental renters and leverage.”
“We’re on a high tier with Apartments.com; that’s where we’re investing.”
“For that tier, what’s your current cost per lease and how does that compare to your other paid channels?”
“Our waitlist is usually strong; we don’t do much marketing.”
“In the last 12 months, how many times did that waitlist run out or go cold, and what happened to your time‑to‑lease when it did?”
“We just cut marketing spend across the board; we can’t add anything right now.”
“If we found one underperforming channel to trim or replace, what would you need to see to consider shifting dollars rather than adding new ones?”
“We’ll reach out if we’re interested.”
“Fair enough. As you think about the next 6–12 months, what would have to start going wrong with your current approach for you to consider a different strategy?”
“Zillow is more of a for‑sale site; it’s not where our renters are.”
“That brand started on for‑sale, but today renters stay in that same ecosystem—ignoring Zillow now means missing a big share of where searches actually start.”
“When prospects reach out today, do you ask where they first started their search or what sites/apps they used?”
“We get plenty of leads from Apartments.com already.”
“When you look at those leads, what % typically turns into signed leases, and how does that compare to your other sources?"
“We’re in a great location – units basically lease themselves.”
"If competition increases nearby or demand softens, how quickly could you turn on a predictable source of new renters?”
“We’re in cost‑cut mode; anything new will be a hard sell internally.”
“How does leadership measure marketing efficiency today, and what would a convincing case for re‑allocating dollars need to include?”
“I’d have to run this by my boss / owner.”
“When they approve changes like this, what do they usually want to see or hear to feel confident saying yes?”