Frager Factor

Sunday, June 14, 2015

Rent (.com) Hires J.B. Smoove To Combat Apartment (.com)'s $100 Million Jeff Goldblum

The battle of direct response TV is heating up proving (to me) that in this case the generic domain's value in advertising recall is at least 50% the ad spend or can you believe $50 million in this case. Yes folks, even at 7-figures we've been giving them away. The second 20-years in Rick's 20-year plan is unfolding right here, right now.

As featured first on the Frager Factor on March 15, apartment listing service has relaunched its web site and kicked off a $100 million advertising campaign featuring actor Jeff Goldblum.

Goldblum stars as Brad Bellflower, "an eccentric Silicon Valley maverick and visionary futurist" who will be featured in television ads, print ads and social media.

Not to be out done, after playing foil to Larry David for several years on Curb Your Enthusiasm and hosting his own MSG show Four Courses, funnyman J.B. Smoove continues to pad his resume by taking on the role of “Legit-a-Master” for

The ad launch comes as part of an overall rebranding of, which includes a new brand logo, an updated website look and feel, and an influx of new listings that more than triples's inventory of apartment listings. The integrated campaign will also highlight investments has made over the past few years to provide stunning HD photos, 3D floor plans, apartment listings that have been verified by, and Certified Resident Ratings & Reviews® featuring feedback from people that has confirmed as actual residents in the building. Together, these features help renters feel confident that when they search with, what they see is legit.

"For, this is so much more than just a national advertising campaign; it's an opportunity to show renters and property managers what we're all about: a brand that stands out from the others by helping people find their new place with confidence," said Clark Wood, CMO of RentPath, LLC,'s parent company. " has made incredible investments in proprietary content and unique features in the past few years to make sure that we provide a different experience for people looking for a new place. Through the rebranding and ad campaign, we have an opportunity to shine a light on those proprietary tools and content to demonstrate our differentiated brand."

Have a look:

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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