Privacy Policy
Last Updated December 2, 2025
First Midwest Rentals, and its affiliates, subsidiaries, related entities, and business partners (“First Midwest Rentals”, “our”, “we”, and/or “us”) understand your privacy is important. This Privacy Policy describes how we collect, use, store, process, and share your information in relation to your access and use of this website, FirstMidwestRentals.com, and any other websites (the “Website”) operated by First Midwest Rentals. This Privacy Policy applies to information we collect on this Website and in email, text, and other electronic messages between you and this Website.
I. Information Collection
We receive and store any information you enter on the Website or give us in any other way (the “System Data”). This falls into two categories: (1) personal information, which includes information you supply when you submit a request, interact with forms or features on the Website, and/or contact us through the Website, and (2) non-personal information which is collected through technology, such as tracking information collected by us and third parties.
Personal information is defined as information that can identify you, including your name, address, email address, phone number, preferences and other interests, rental criteria, and any information you choose to provide (“Personal Information”). We collect this information to administer your account, communicate with you, to better understand and analyze our customer population, support our operations, deliver relevant offers and ads, and otherwise personalize your experience, and improve services. You can choose not to provide information to us, but in general most of the information we request from you is required to schedule a showing, submit a rental application, sign a lease, submit a maintenance request, sign up for a discount, participate in a survey, ask a question, or initiate other transactions on our website.
We also gather certain information automatically when you use the Website, this may include Personal Information or non-personal information including but not limited to
your IP address, web browser software (such as Firefox, Safari, or Chrome), internet service provider, operating system, device type, time and date of access, general approximate location information based on your IP address, clickstream data, and the referring website (“Non-Personal Information”). Our goals in collecting this information include helping customize your user experience and inhibiting fraud.
We also automatically collect information through cookies, analytics tools, and advertising pixels, including Google Analytics and Meta Pixel (including any enhanced measurement or retargeting features offered through these platforms).
II. Cookies and Other Web/Mobile Technologies
First Midwest Rentals uses Google Analytics to track website traffic and user interactions. Google Analytics may utilize cookies and other tracking technologies to gather information about users’ interactions with the Website. Cookies are small data text files and can be stored on your computer’s hard drive (if your web browser permits). This Website uses cookies to (a) help us recognize your browser as a previous site visitor, (b) to help us customize content based on what you click/access, and (c) to measure and research the effectiveness of our features and offerings. The “Help” portion of the toolbar on most browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a new cookie, or how to disable cookies altogether. If you refuse to accept cookies, you may not be able to access many of the tools offered on the Website.
Log files, web Beacons, tags, and/or pixels, may also be used to record information about how you browse the Website.
This Website also uses Meta Pixel, which is installed on our Website through Squarespace. Meta Pixel allows us to measure the effectiveness of Facebook and Instagram advertising, create audiences for targeted advertising, and deliver retargeted ads based on your activity on the Website.
We may also use retargeting and behavioral advertising tools that rely on data collected through cookies, Google Analytics, and Meta Pixel to deliver personalized or interest-based ads.
III. Proxy Information
If you submit information on behalf of another applicant, co-applicant, guarantor, or household member, you represent that you have their authorization to do so. This may include situations where one individual submits a joint rental application or maintenance request on behalf of multiple occupants.
IV. How Information May be Used or Shared
We use information about you, including Personal Information and Non-Personal Information, for the following general purposes: to provide you with the services you request; to manage rental-related communications, including providing property updates and responding to maintenance requests; to communicate with you in general; to respond to your questions and comments; to measure interest in and improve our services, and website; to notify you about special offers that may be of interest to you; to otherwise customize your experience with this Website; to solicit information from you, including through surveys; to resolve disputes, facilitated property-related billing, or troubleshoot problems; to prevent potentially prohibited or illegal activities; and as otherwise described to you at the point of collection.
We may also use information collected through Google Analytics, Meta Pixel, and other tracking tools to analyze the Website usage, optimize advertising performance, create retargeting audiences, and personalize marketing communications. Users may opt out of marketing emails at any time by following the unsubscribe instructions contained in any such communication.
V. Notice in the Event of a Breach in Security
In the event of any breach of the System Data, we will provide you with notice as required by the Personal Information Protection Act, 815 ILCS 530/10, et seq.
VI. Third-Party Data Sharing
This Website may share your information with the following entities and/or under the following circumstances:
(a) Business partners with whom we may jointly offer services, or whose services may be offered on our Website (“Business Partners”). Business Partners may include tenant-screening providers, background-check vendors, property management software providers (such as RentRedi), and advertising partners. If you choose to access these optional services, we may share information about you, including Personal Information, with those Business Partners. Please note that we do not control the privacy practice of these Business Partners.
(b) If you were referred to this Website from another site (for example, through a link you clicked on from Zillow, Facebook, Instagram, LinkedIn, or another website that directed you to the Website), standard analytics tools may record the referring domain. We do not control the referring websites’ use of your Personal Information and other information, and we encourage you to review the privacy policies of any website that referred you to the Website.
(c) In response to subpoenas, court orders, or other legal processes; to establish or exercise our legal rights; to defend against legal claims; or as otherwise required by law. In such cases we reserve the right to raise or waive any legal objection or right available to us.
(d) When we believe it is appropriate to investigate, prevent, or take action regarding illegal or suspected illegal activities; to protect and defend the rights, property, or safety of our company or this Website, our customers, or others; and in connection other applicable agreements.
(e) We also may share aggregate or anonymous information with third parties. For example, we may share website visitor and rental statistics. This information does not contain any Personal Information and is used to develop content and services we hope you will find of interest.
(f) We may also share limited information with advertising partners, including data collected through Google Analytics or Meta Pixel, to support targeted or retargeted advertising campaigns.
Other than as set out above, you will be notified when Personal Information about you will be shared with third parties, and you will have an opportunity to choose not to have us share such information.
VII. Underage Restrictions
This is a general audience website and does not offer services directed at children.
VIII. Do-Not-Track Disclosure
Some browsers have a “Do Not Track” feature that allows you to communicate to websites that you do not want to have your online activities tracked. Our system does not respond to Do Not Track requests or headers from some or all browsers currently.
IX. Storage and Retention
The collected information is stored on the backend of the website for the duration of its operational life. First Midwest Rentals currently retains rental inquiries, maintenance requests, applicant records, and website analytics data indefinitely, unless a different retention period is required by law or appropriate for operational needs. Information may also be stored on internal drives accessible to operational teams.
X. Contact Information
For questions regarding the use of their data and/or the Website, users should contact:
First Midwest Rentals
1513 E. Riverside Blvd.,
Loves Park, Illinois 61111
Phone: (815) 964-7368
Email: Info@FirstMidwestRentals.com
XI. Changes to Privacy Policy
First Midwest Rentals has the discretion to update this Privacy Policy at any time. Users are encouraged to frequently check this page for any changes. By using this Website, users acknowledge and agree that it is their responsibility to review this Privacy Policy periodically and become aware of modifications.
XII. Acceptance of Terms
By using this Website, users signify their acceptance of this Privacy Policy. If users do not agree to this Privacy Policy, please do not use our Website. Continued use of the Website following the posting of changes to this Privacy Policy will be deemed as acceptance of those changes.
