Long Tail Marketing- Dan Daugherty, Apartment Marketer

Slide 1: Property Information Syndication Why Your Communities Need To Be on Many Sites The Power of Long Tail Distribution

Slide 3: The Classic Mullet

Slide 4: Skullet Wavy hair Mullet Camaro Mullet

Slide 5: Distribution of Mullet Sales – The Long Tail of Mullets Total Sales Scullet Wavy Hair Mullet The Blockbuster Camaro Mullet Classic Mullet Mullhawk 3 Prong Rat Tail Permullet Mullet Types Collectively, things that are in rather low demand can rival the blockbusters.

Slide 6: How Rhapsody and iTunes Changed the Music Industry

Slide 9: Rhapsody Data 2004 – Walmart and Rhapsody The Blockbusters Sales Songs Available at both Wal- Mart and Songs only available at Rhapsody Rhapsody 26% of Sales Songs 50,000 500,000 Source: 2004 – Long Tail; Chris Anderson, MIT, Carnagie Mellon

Slide 10: Source: Chris Anderson - LongTail.com

Slide 11: The Long Tail as it Relates to the Apartment Industry

Slide 12: Top 100 Rental Related Sites Unique Visitors for March 66% of Visits 0 100 Top 100 Rental Sites Source: Compete.com - March 2008 Compete.com Data

Slide 13: Local Sites KSL.com (SLC) 1,300 Apartment/House Ads Craigslist 1,600 Apartment/House Ads RentDenver RentinBoise 4RentinLA WestSideRentals etc....

Slide 14: Apartments for rent - Keyword Search Long Tail The Blockbusters Top 10 = 32% March Clicks Long Tail = 68% Top 200 Apartment Search Words Source top 200 Apartments for rent keywords on word tracker

Slide 15: What are the Business Implications on Being on Many Sites?

Slide 16: • Reach More Potential Residents • Lease out More Apartments • Experience Higher Conversion Rates • Increase your Competitive Advantage

Slide 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

Slide 18: Services that Solve Distribution Challenges Distribution Free + Paid Compatible w/ Solutions Local Sites Tracking Cost Technology Partners Sites Third Parties Vflyer 7 Email Paid XML Postlets 8 Email Free XML Proprietary Apartment Email / 60 Yes Yes Paid Posting Yes Marketer Phone Technology Free Rent Up Yes 7 Email Set Up Fee XML Dates Email / Rental Phone 4 Paid XML Address

Slide 19: Tips for Achieving the Best Results when Syndicating 1. Multiple Floor plans per community 2. Ad Writing Tips ● Creative Headline ●Strong Call to Action ● Description ● What is your 10 second elevator pitch ● Photos ●First photo (thumbnail) – Best Representation ●Tracking ●Quantify advertising spend. Track phone and email leads

Slide 20: What will ads look like on Many Sites? Search Engines Rental Sites Classifieds

Slide 21: Search Engines

Slide 22: Search Engines

Slide 23: Search Engines

Slide 24: Rental Sites Search Results Page

Slide 25: Rental Sites Search Results Page

Slide 26: Classifieds

Slide 27: Classifieds

Slide 28: Key Take-A-Ways • The long tail is everywhere and can rival the blockbusters • long tail = a significant percentage of potential residents • It is important to be on the head of the tail as well as the long tail • There are solutions to help reach many rental and classifieds sites

Slide 29: Contacts and Resources Dan Daugherty 720.895.1947 dan@apartmentmarketer.com