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Technology is changing the way consumers look for apartments. Most prospective tenants start their search online and more than 50% of leasing activity originates from on-line sources, the National Multi Housing Council reports.

In a just released white paper, the Washington, DC-based trade association describes the Internet as the primary tool consumers use to find apartments. “The Internet is now an essential part of any multifamily owner or manager’s marketing and leasing strategy,” says David Cardwell, NMHC vice president of technology and capital markets.

The report, Multifamily Marketing in the Internet Age , was prepared to help apartment firms create effective Internet marketing campaigns. John Helm, founder and CEO of MyNewPlace, the web’s fastest growing apartment classifieds site according to Compete Inc., an Internet analytics company, authored it.