‘On the Ground’ with Eric Brown: Are You Overpaying for Rental Leads?

By expanding your online presence, a lot of your apartment leads can be, and should be, coming to you for free.

I had breakfast with my old employer; Jonathan Holtzman, CEO at Village Green Companies, last week. For those who know Jonathan, he is a very charismatic, tough-minded apartment operator with an excellent understanding of apartment marketing and apartment operations who has adapted to the new media way of marketing his 40,000-plus-unit apartment portfolio. I wanted to hear his thoughts on a few tweets I saw from a recent NMHC event where he was speaking on the topic of apartment marketers overpaying for rental leads by as much as 70 percent.

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