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Cutting Through the Clutter - Marketing Planning for Multifamily
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Cutting Through the Clutter - Marketing Planning for Multifamily

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Jane Griffith of Pinnacle and Donald Davidoff of Archstone close the 2010 AIM Conference with a presentation on how to make sense of all of the marketing options and channels available to companies …

Jane Griffith of Pinnacle and Donald Davidoff of Archstone close the 2010 AIM Conference with a presentation on how to make sense of all of the marketing options and channels available to companies that market and lease rental apartments.

Published in: Real Estate

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  • Donald – technical perspective, Jane – tactical perspective
  • Donald’s slide
  • Jane’s slide
  • Donald’s slide
  • Donald’s slide
  • Jane’s slide
  • Jane will cover Craigslist, Donald will cover ILS
  • Jane’s slide
  • Jane will cover basic website, Donald will cover SEO/PPC
  • Jane’s slide
  • Donald’s slide
  • Jane’s slide
  • Jane’s slide
  • Donald’s slide
  • Donald’s slide
  • Donald’s slide
  • Donald take lead on technology, metrics, high-level strategy questions, Jane on basic nuts & bolts/tactical questions
  • Transcript

    • 1. AIM 2010 Cutting Through the Clutter: Making an Effective Simple Marketing Plan Donald Davidoff Archstone Jane Griffith Pinnacle AIM 2010 Lauren McDonald Bozutto
    • 2.  
    • 3. Some Fundamental Truths (whether you like it or not )
      • You don’t have unlimited time
      • You don’t have unlimited money
      • You don’t have skill at all facets of marketing
    • 4. So what do I do?
      • Focus (“it’s OK to not be doing everything”)
        • What’s your product?
        • Who’s your audience?
        • What are your vehicles?
      • Leverage existing (& develop new) vendor relationships (“why do all the work yourself?”)
      • Make the tough trade-offs
        • Prospect vs resident
        • Transactional vs brand
        • “ Free” vs “Fee”
        • Traditional vs emerging
    • 5. The 3 most important things in marketing?
      • Measurement
      • Measurement
      • Measurement
    • 6. Develop a roadmap
      • Build on your successes
        • Press the bets that work
      • “ Right size” the mediocre
        • Reduce cost or increase results
      • Ditch what’s not working
        • Have the courage to let projects die and vendors go
      • Monitor what you’re unsure of
      • Know your priorities
        • What’s an acceptable CPL?
        • How do you choose to measure “brand” (aka “relationship”) marketing?
        • “ Take the best and leave the rest”
    • 7.
      • Website
      • ILS
        • Traditional
        • Craigslist
        • New entrants
      • “ Social media”
        • Facebook, Twitter, et al
        • Reputation Management (Yelp, ApartmentRatings, et al)
        • Blogging
      • Point of Sale
        • Leasing Center
        • Models
        • Door hangers, etc
      So Much to Choose From
    • 8.
      • Start with the workhorses that have proven delivery:
        • Craiglist
        • ILS
          • Prioritize by CPL
          • Leverage tools from vendors
      An Organized Model
    • 9.
      • Don’t ignore your point of sale environment
      An Organized Model
    • 10.
      • Finish out your “base” with a great website
        • Great images
        • – Easy to search
        • – Map functionality
        • – Easy to contact community
      An Organized Model
    • 11.
      • More and more people are
      • searching through map
      • functionality (Google Local,
      • Yahoo Local, etc.)
      An Organized Model
    • 12.
      • Make it easier for your residents
      • to do business with you and connect
      • with their neighborhood
      An Organized Model
    • 13.
      • Follow up regularly with your existing prospects
      An Organized Model
    • 14.
      • Do you have a Yelp and ApartmentRatings strategy?
        • It’s about customer service FIRST
        • Marketing effect is a result, not a strategy
      An Organized Model
    • 15.
      • Mobile is the “next big thing”
        • Still just 3-9% of current searchers
        • Fastest growing segment
      An Organized Model
    • 16.
      • Round out your marketing with a social media program
        • This area is least mature and therefore most ripe for “testing”
      An Organized Model
    • 17. An Organized Model
      • Drive your decisions with data and a CPL focus
    • 18. Q&A