Filling vacant units is a top priority for housing providers in competitive markets like New York City. But it’s easier said than done, when even premium listings struggle to stand out or reach the right renters fast enough.

To strengthen their rental marketing strategy, long-standing property management firm Goldfarb Properties began partnering with StreetEasy. They soon found Building Showcase’s all-in-one solution continues to be the perfect fit for many of their larger buildings in Manhattan and the Bronx.

Still, some of Goldfarb’s listings — especially those in low-inventory buildings — required a solution that could adapt more quickly to their advertising and budget needs. Here’s how they used Rental Boost to get 7x more impressions on their StreetEasy listings and rent them out faster.

Rental Boost: Maximum Exposure Within Budget

For Goldfarb, every extra day their vacant listings spend on the market counts. To drive faster conversions, their team needed “an extra layer of visibility” in their full-funnel marketing strategy, says Goldfarb Marketing Director Brian Rosenblatt.

Enter Rental Boost, StreetEasy’s advertising solution that combines flexibility with the lead-generating capabilities of daily listing ads for rental units.

Goldfarb chose Rental Boost for its adaptable, cost-efficient features, such as:

  • Expanded reach: Listings are published across StreetEasy, Zillow, Hotpads, and Trulia, reaching NYC renters wherever they’re searching. Premium placement options such as in emails to potential renters, and targeting of users viewing listings similar to yours, help you generate even more views, saves, and inquiries.
  • Three tiers of visibility: Rental Boost offers Basic, Plus, and Premium plans depending on each listing’s performance needs.
  • Daily control: Users can switch between tiers on a day-by-day basis to align with budget or leasing needs.

Results

In April shortly after the product’s launch, Goldfarb added Rental Boost to their marketing strategy. They soon saw a significant improvement in the performance and reach of their listings.

Rosenblatt credits this success to Rental Boost’s expanded exposure across the renter journey. This in turn “optimizes ad performance, shortens time-to-lease, and ensures we reach the right audiences to achieve quicker results in today’s competitive market,” he says.

Goldfarb used Rental Boost to market properties like Wavecrest Gardens, a large housing complex in Queens

After upgrading two listings from Basic to Plus in September, Goldfarb experienced an even sharper increase in reach and engagement. For example, one listing received an average of 7x more daily impressions in search results and 6x more daily listing views.

Overall, Rosenblatt found Rental Boost’s added visibility and flexible advertising options to be especially valuable. He focused on marketing listings in lower-turnover properties such as Wavecrest Gardens in Queens.

Goldfarb continues to rely on Building Showcase for most of their properties, but have found Rental Boost to be a valuable addition to their marketing arsenal — especially for individual listings.

Fill Units Faster With Rental Boost

Rental Boost isn’t just for property management firms like Goldfarb. Rental agents, too, can use it to stand out from the crowd and generate leads faster, easily scaling up or down between plans depending on their advertising needs. 

Don’t let your rental listings sit vacant or get buried under newer listings for days on end. Get in front of motivated NYC renters and shorten your time-to-lease — all while staying in control of your marketing budget.

Sign up for Rental Boost today and start leasing units faster.