Ten years ago, the apartment search category wasn’t really a category—it was an undifferentiated collection of URLs, with no trusted brand leader. We set out to transform the landscape and make Apartments.com the #1 site for renters. A decade (and a Gold Effie for Sustained Success) later, here are the keys to our success:  

Iconography is Your Secret Weapon

To take the brand from virtually unknown to #1, we built distinct iconography: the world of the “Apartminternet,” our brand colors, and the eccentric tech visionary character of Brad Bellflower (played by Jeff Goldblum). These elements threaded through every execution and touchpoint, building strong equity over time and making the brand instantly recognizable.  

Emotion Drives Relevance

At the heart of every renter’s search isn’t a rational checklist—it’s an emotional need: the hope of a fresh start and everything it brings. This understanding was the core of our brand platform. At Apartments.com headquarters, Brad and his devoted employees showed unmatched willingness to help renters and let them know that Apartments.com was here to help you “Change Your Apartment, Change the World.”

Consistency Builds Brands

Over the last decade, we have committed to relentless consistency. While competitors shifted campaigns and tones, we evolved while staying true to our brand voice, humor, and visual identity. Our consistency led to huge lifts in awareness, site traffic, and revenue, making us the number-one site with our audience. Our tagline makes it official, “Apartments.com is THE Place to Find a Place.”

Long-term Success is a Team Sport

The campaign’s success relied on true collaboration with our client partners and across agency disciplines: creative, strategy, media planning and investment, and so many others. A deep understanding of our client’s business, shared goals, mutual trust, and a marathon mindset enabled us to be bold and build the Apartments.com brand into the category leader.

Lasting success comes from knowing who you are, staying consistent, and a true understanding of what people really need.

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