Rent.com

Reaching Potential Renters through Thought Leadership Programming

Challenge:

How can we convince media that an Internet listing site for rental properties has a story to tell in a home ownership-driven media market?

Creative Solution:

M Booth created a media category for Rent.com by tapping into macroeconomic trends and highlighting the site’s proprietary data through creative PR programming. By creating a consumer-facing expert, Rent.com President Peggy Abkemeier, and redirecting the media conversation by cultivating timely and unexpected stories, M Booth dramatically changed real estate reporting by creating a niche media category around renting. Naturally, Rent.com was positioned at the forefront of this emerging trend.

"Rent.com worked with M Booth to create an entirely new category of media coverage for Internet Listing Sites. The brand now owns 88 percent of all coverage in this niche."
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Results

  • Six months prior to M Booth's PR activation, 24 collective ILS stories were written. One year later, M Booth secured 730 ILS stories featuring Rent.com alone.
  • M Booth has increased the brand's share-of-voice by 17 percent over the past six months.