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Why Apartable’s minimalist, abrasive marketing works

Not all websites can cuss in their main tagline, but apartment search site Apartable does just that. Why does this work for them? Let’s take a look.

A sea of monotony

A lot of companies have relatively the same marketing methods when it comes to landing pages. However, there are a few companies who think outside the box and come up with something unique and even a little jarring. When a company takes a different or interesting approach to presenting themselves to the masses, it will either be accepted and appreciated or rejected and potentially mocked or ignored. Let’s take a look at one successful, unique marketing attempt.

Apartable is a listing site specifically for apartments. On Apartable, they say you don’t have to worry about dealing with spam listings or brokers that don’t return your calls or interest emails. Apartable is about giving you the correct information the first time. Every listing is posted by an actual person connected to the apartment. And each listing has detailed availability and pricing information, so you don’t have to “waste your time” with unnecessary phone calls, emails, and viewings.

But what makes Apartable more unique than that is that it’s straightforward, uncluttered, and is home to some harsh language.

What Apartable is doing so well

So why does Apartable seem to be doing so well, even when their landing page is basically the opposite of every other landing page. One reason might be that Apartable has successfully identified and focused on their target market – college-aged young adults looking for an affordable apartment. They understand that many people in their target market appreciate and respond to blatant honesty and maybe even a little swearing here and there.

Conversely, if Apartable’s target market was older adults above 55 years old, this landing page would probably do more harm than good.

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Apartable is also successful because they promote taking the tedium out of apartment hunting. Their service is simple and that is what their target market likes—simplicity. There’s no fluff, no parlor tricks to conceal the prices or square footage. It’s honest, and people like that.

So, take some notes on Apartable, but be aware that what works for them may not work for you. But what you can take from Apartable is knowing and completely understanding your customers. When you can do that, your landing page traffic will start to pick up. Your customers will share your site with others who will appreciate its unique qualities and relevancy in their lives; you just need the right marketing method.

Written By

The American Genius Staff Writer: Charlene Jimenez earned her Master's Degree in Arts and Culture with a Creative Writing concentration from the University of Denver after earning her Bachelor's Degree in English from Brigham Young University in Idaho. Jimenez's column is dedicated to business and technology tips, trends and best practices for entrepreneurs and small business professionals.

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