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 that market and lease rental apartments.

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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
  • Cutting Through the Clutter - Marketing Planning for Multifamily

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