PPC vs ILS: Which is Better For Multifamily Marketing?

Gryffindor vs Slytherin. Star Wars vs Star Trek. While we can’t give you a definitive answer on these popular conundrums, we can tell you the winner of PPC vs ILS. On episode #4 of REPLI talk, Corbin and Michael, the CEO and Director of Operations respectively, took on one of the most commonly asked apartment marketing questions and the answer may surprise you. 

Comparing PPC and ILS

Most apartment communities have heavily relied on an ILS to advertise online. While apartment marketers have incorporated PPC into their overall strategy, many are unsure whether they are dedicating the right amount of resources to the right channels. So let’s begin by breaking down the benefits of PPC and ILS. 

The Advantages of an ILS

An ILS does a lot of the work for you. PPC campaigns require a lot of setup and on-going maintenance, something communities with smaller staff resources may struggle with. An ILS can be turned on and off at a moment’s notice and are generally much easier to manage. 

Additionally, an ILS can help you build visibility by getting your name out there – especially when your integrating other lead generation strategies. If competition is fierce in your area, an ILS can help you stand out among the crowd, but that may come with an additional fee. 

The Advantages of PPC

PPC ads offer better user experience than an ILS. PPC allows you to put your website at the top of Google search results for your targeted keywords. When a user clicks the ads, they are taken directly to your website or landing page. Whereas an ILS may take the user to a category page or your community page, but that page will display “Nearby Apartments.” Either way, the user is being exposed to competing properties in the area. PPC ads keeps the user engaged with only your property from the moment they click the ad. 

So, Who’s The Winner?

In a perfect world, we would recommend both PPC and an ILS for maximum visibility and lead generation potential. But we understand that everyone doesn’t have the budget for that. If we had to pick a winner, it would be PPC. 

PPC ads are set up to provide you with full control of your marketing efforts. Advanced targeting options, such as geo-targeting, remarketing, and audience interests, and keyword bidding allows you to zero in on qualified leads by customizing your campaigns to meet your needs. Not to mention, you have full control over your monthly spend. 

At the end of the day, it comes down to what channels will give you the most visibility within your budget and resources. 

To hear the full episode and hear more details, check out episode #4 of REPLI talk on YouTube or iTunes. 

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