Long Tail Marketing- Dan Daugherty, Apartment Marketer


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  • Today I am going to discuss the power of the long tail and why your communities should be syndicated across many rental and classifieds sites. Before we dive in, we need to know what the long tail means..
  • Long Tail Marketing- Dan Daugherty, Apartment Marketer

    1. 1. Property Information Syndication Why Your Communities Need To Be on Many Sites The Power of Long Tail Distribution
    2. 3. The Classic Mullet
    3. 4. Skullet Wavy hair Mullet Camaro Mullet
    4. 5. Distribution of Mullet Sales – The Long Tail of Mullets Collectively, things that are in rather low demand can rival the blockbusters. The Blockbuster Classic Mullet Camaro Mullet Mullhawk Scullet Mullet Types Total Sales Wavy Hair Mullet 3 Prong Rat Tail Permullet
    5. 6. How Rhapsody and iTunes Changed the Music Industry
    6. 9. Rhapsody Data 2004 – Walmart and Rhapsody Source: 2004 – Long Tail; Chris Anderson, MIT, Carnagie Mellon 50,000 500,000 Songs Available at both Wal-Mart and Rhapsody Songs only available at Rhapsody 26% of Sales The Blockbusters Songs Sales
    7. 10. Source: Chris Anderson - LongTail.com
    8. 11. The Long Tail as it Relates to the Apartment Industry
    9. 12. Top 100 Rental Related Sites 100 66% of Visits Source: Compete.com - March 2008 Compete.com Data Top 100 Rental Sites Unique Visitors for March 0
    10. 13. Local Sites KSL.com (SLC) RentDenver RentinBoise 4RentinLA WestSideRentals etc.... 1,300 Apartment/House Ads Craigslist 1,600 Apartment/House Ads
    11. 14. Apartments for rent - Keyword Search Long Tail Source top 200 Apartments for rent keywords on word tracker Top 10 = 32% Long Tail = 68% Top 200 Apartment Search Words March Clicks The Blockbusters
    12. 15. What are the Business Implications on Being on Many Sites?
    13. 16. <ul><li>Reach More Potential Residents </li></ul><ul><li>Lease out More Apartments </li></ul><ul><li>Experience Higher Conversion Rates </li></ul><ul><li>Increase your Competitive Advantage </li></ul>
    14. 17. Challenges with posting to Many Sites 1) Opportunity Cost – Time Spent Posting FreeRentalUpdates.com Posting 10 Communities to 50 sites Updating Weekly Paying $10/hour $42,469 per year 2) Human Errors – Data Distortion 3) Technology Limitations – XML, RSS, Etc 4) Economic Cost – Costly to post on many Paid Sites
    15. 18. Services that Solve Distribution Challenges Yes Proprietary Posting Technology Paid Email / Phone Yes Yes 60 Apartment Marketer Yes XML Set Up Fee Email 7 Free Rent Up Dates Email / Phone Email Email Tracking Paid Free Paid Cost XML XML XML Technology 4 Rental Address 8 Postlets 7 Vflyer Compatible w/ Third Parties Free + Paid Sites Local Sites Distribution Partners Solutions
    16. 19. Tips for Achieving the Best Results when Syndicating <ul><li>Multiple Floor plans per community </li></ul><ul><li>Ad Writing Tips </li></ul><ul><ul><li>Creative Headline </li></ul></ul><ul><ul><ul><li>Strong Call to Action </li></ul></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><ul><li>What is your 10 second elevator pitch </li></ul></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><ul><li>First photo (thumbnail) – Best Representation </li></ul></ul></ul><ul><ul><li>Tracking </li></ul></ul><ul><ul><ul><li>Quantify advertising spend. Track phone and email leads </li></ul></ul></ul>
    17. 20. What will ads look like on Many Sites? Search Engines Rental Sites Classifieds
    18. 21. Search Engines
    19. 22. Search Engines
    20. 23. Search Engines
    21. 24. Rental Sites Search Results Page
    22. 25. Rental Sites Search Results Page
    23. 26. Classifieds
    24. 27. Classifieds
    25. 28. Key Take-A-Ways <ul><li>The long tail is everywhere and can rival the blockbusters </li></ul><ul><li>long tail = a significant percentage of potential residents </li></ul><ul><li>It is important to be on the head of the tail as well as the long tail </li></ul><ul><li>There are solutions to help reach many rental and classifieds sites </li></ul>
    26. 29. Contacts and Resources Dan Daugherty 720.895.1947 [email_address]