Bull as principal and principle

zRent bills itself as “Chicago’s premier apartment locator.” Whatever.

The company needs some help in matching photos with ads: it’s using the same photos of distinctively accessorized kitchens and baths for two different apartments in Craigslist ads, and for yet another apartment on its Web site. It also runs photos on its Web site that clearly don’t match the floor plans shown for some of the units.

According to the Better Business Bureau, which has had a complaint about zRent’s sales practices, the principal of the company is a guy by the name of Bull. From what we can see, the company’s run on the bull principle: make stuff up.

If you know something about zRent that we should know, send us an e-mail.

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