MyNewPlace to Roll out Cost Per Lead Pricing
May 21, 2008 – 3:23 pm 
There have been some rumors that MyNewPlace may be rolling out a cost per lead (CPL) model in addition to their Cost Per Lease model. Sources tell us that MyNewPlace will be rolling this new pricing structure out on June 1st. The Cost Per Lease option will continue but communities will have the option to do a Cost Per Lead. More details to come.
We have also heard that Move.com may be rolling out a Cost Per Lead Model as well. No details on this as of yet.
Cost Per Lead is an efficient way for Apartment Communities to advertise in a low risk environment. The most optimal Cost Per Lead model is one where the effective cost per lead can drop as more leads are generated. This is technically called a hybrid model. This gives advertisers the risk free benefit of CPL with the advantages of unlimited leads with the subscription model.
For example, Apartment Marketer, allows advertisers to get their floor plans distributed to over 60 different rental and classifieds sites for free. Advertisers only pay when a phone or email lead is generated. For every lead over 4 leads, the leads are free. This means communities can advertise on 60 sites for free, only pay when a lead is generated, and never pay more than $100 per community per month.
We will continue to see more companies enter the market with these types of Cost Per Lead offerings.
One Response to “MyNewPlace to Roll out Cost Per Lead Pricing”
Okay, call me stupid, but how many products does My New Place have out there now? I can’t keep track. I thought their newest venture was My New Site?
By Lisa T. on May 26, 2008