RentPath, the residential rental firm owned by Redfin, has redesigned its flagship site, Rent.com, and has changed its name to align with that site. The name has been shortened to Rent (stylized to include a full stop: “Rent.”).

According to a company announcement, the rebrand underscores a number of new products and enhancements of existing ones.

The company has introduced seven new offerings including an enhanced listing service, RentMarketplace, that offers automated profile syncing to let rental marketers manage Google Business Profiles for clients. The product includes 3D floor plans, request-a-tour functionality on all listings and better on-site search based on renter preferences, the company said. 

Rent is also introducing white-label websites for landlords and property-management clients.

With proprietary rental-search data, the company has introduced products called RentSocial, RentSearch and RentTarget that allow clients to more efficiently target in-market renters on websites, including social media platforms like Snapchat. Rent said it is the only multifamily firm to offer advertising on Snapchat. The online marketing tools offer geo-fencing to allow for hyper-local targeting.

“We have been building towards this moment for a long time, and this announcement marks a major step in the evolution of our company, delivering on our vision to enable property management clients to reach renters through every digital channel,” Rent CEO Jon Ziglar wrote in the announcement. 

“Not only have we expanded our offerings, we’ve also dramatically improved and built upon our existing products, including a new Rent.com website and mobile app which deliver the fastest experience in the industry to move renters seamlessly through their journey.” 

Redfin bought out RentPath from bankruptcy in early 2021 for $608 million in cash. The year before, its network of sites – including Rent.com and also Rentals.com and ApartmentGuide.com, drew 16 million visits per month on average. With listings now published on Redfin.com, as well, the company boasts monthly visits of 50 million.

The newly christened Rent competes against acknowledged market leader Apartments.com, smaller start-up Zumper.com and hybrid sites Zillow and Realtor.com, which both have greater traffic but only a secondary focus on rental properties.

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