According to this post on Property Management Insider the top three lead sources used by renters are:
3. Internet Listing Services (ILS)
2. Word of Mouth (without social media)
1. Apartment Signs/Driving By/Curbside Appeals
And a frightening paragraph for anyone still peddling news printed on dead trees:
While ratings and reviews are the talk of the industry (and rightly so, as they are becoming the “norm” in the rental decision), it’s important to ensure we don’t neglect some of the old standbys. Some options are quickly becoming obsolete (newspapers, for example, were only cited by 0.8%), but some of the basics still hold true. Ensure your signage is in great condition, is easy to read, and has your community phone number and/or web page listed. A prospect may drive or walk by this morning, look you up on the Internet when she gets home, and call for a tour by the afternoon. Make it easy for her.