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Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
Marketing Tactics for Smaller Owners - 3 Presentations
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Marketing Tactics for Smaller Owners - 3 Presentations

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I Work By Myself: Marketing Tactics That Work for Small Owners and Small Departments Small companies and single-member departments often struggle under the weight of their marketing choices and how to …

I Work By Myself: Marketing Tactics That Work for Small Owners and Small Departments Small companies and single-member departments often struggle under the weight of their marketing choices and how to think about them in a structured way. Rather than present yet another marketing plan template, we’re asking innovative thinkers to come up with prescriptive plans to advise small companies and simply recommend time- and cost- effective tactics all at once. The focus of this session will be on delivering, ordered, contextual lists that are rank-ordered in terms of priority.

Matt Adler, Principal, Adler Development
Heather Campbell, Vice President of Marketing, Riverstone Residential
Bill Szczytko, Director of IT, Maryland Management

Published in: Real Estate, Technology, Business
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Transcript

  • 1. I work by myself…
    Marketing tactics that work for small owners
  • 2.
  • 3.
  • 4. I WORK BY MYSELFMarketing Tactics That Work For Small Owners
    Matt Adler
    Adler Residential
    AIM 2011
  • 5.
  • 6. Adler Residential Corporate Directory
    Matt Adler
    Principal
    Matt Adler
    Regional Manager
    Matt Adler
    Human Resources
    Matt Adler
    Property Manager
    Matt Adler
    Head Of Maintenance
    Matt Adler
    Marketing Director
    Matt Adler
    Complaint Department
    Matt Adler
    Sweeper
  • 7. ‘AIM’bition… we came to AIM to learn how not to waste our limited marketing budgets…
  • 8. Rx For Success
    The Cinderella Principle
    Nail The Basics
    Survey
    Experiment
    The Power Of ONE
    O
  • 9. The Cinderella Principle
  • 10. The ‘AIM’bitious Cinderella Principle(NJ Edition)
    The perfect is the enemy of the good… Voltaire
  • 11. NAIL THE BASICS
    • Answer your phone calls
    • 12. Return messages
    • 13. Answer e-mails
    • 14. Don’t let prospects get away
    LEAD TRACKING
    This is what happens when your foundation is not solid…
  • 15. NAIL THE BASICS
    Getlisted.org  Claim and control the free listings
    Get listed on the web…
    Expressupdateusa.com
    Yellowpages.com
  • 16. NAIL THE BASICS
    Just remember, it’s not really ‘free’…
    Craigslist
    … so be more effective
    … and be more efficient!
  • 17. NAIL THE BASICS
    Partner Up With An ILS
    Significant financial resources
    Appear at the top of a majority of searches
    Pick the best (market specific) provider
  • 18. Survey - Why me?
    Why did the prospect pick your community?
    Why did the applicant pick your community?
    Why did the resident pick your community?
    ASK. ASK. ASK.
    • PollDaddy.com, Surveymonkey.com, postcards…
    polldaddy
    Engage your audience
    SurveyMonkey.com
    because knowledge is everything
  • 19. Experiment
    building out a Respage community
    Monitored and assisted exposure to social media
    Why?
    Steady stream of content
    Integrates your website, Facebook and Twitter
    Resident communication
    Organic search exposure (SEO)
    5+(2 x 52) > 5
  • 20. The Power Of ONE!
    O
    Overcome
    Outsource
    Network
    Examine
  • 21. The Power Of ONE!
    O
    Overcome
    Budget constraints
    Objections
    Limitations
  • 22. The Power Of ONE!
    O
    Outsource
    Speakers and trainers
    Designers
    YOUR RESIDENTS
    Bloggers
    Photographers
    Videographers
    Referrers
  • 23. The Power Of ONE!
    O
    Network
    Our industry is full of wonderful people
    Idea generation
    It’s one huge benefit of being here!
    Don’t reinvent the wheel
  • 24. The Power Of ONE!
    .
    .
    O
    Eyes
    Monitor your progress
    Examine the data
    Measure the results
    Watch the market
  • 25. But I don’t have a model…
  • 26.
  • 27. No Model? No problem!
    Empty apartment photos
    Digitally furnished
    www.virtualstagingsolutions.com/adler
    coupon code AIM2011
  • 28. Rx Review
    The ‘AIM’bitious Cinderella Principle
    Nail The Basics
    Survey
    Experiment
    The Power Of ONE!
    Jersey Edition
    O
  • 29. In closing…
    Go home and hit the ground running!!
  • 30. Matt Adler
    madler@AdlerResidential.com
  • 31. I work by myself: Marketing Tactics that work for small owners and small departments
    Bill Szczytko
    Director of IT for Maryland Management
    Twitter: @BSitko
    http://www.facebook.com/BSitko
    Blog: http://www.bsitko.com
    Email: BSitko@marylandmgmt.com
  • 32. Too much crap
  • 33. Your Enemies:
    TIME
    MONEY
  • 34. What are other things that dictate your priorities?
    1) Company Culture
  • 35. What are other things that dictate your priorities?
    2) The type of Marketing person you are.
    Are you person centric?
    Are you a creative Marketer?
    Are you analytical?
    Stop reading this and look at the guy talking. Geeks are hot.
  • 36. What are other things that dictate your priorities?
    3) Market demands.
  • 37. One size doesn’t fit all
  • 38. Get these things right…
    1) Killer Website
    Did you know that 78% of internet users conduct product research online? Companies that blog get 55% more web traffic.
    Stats from Hubspot.com
  • 39. Get these things right…
    2) Craigslist
  • 40. Get these things right…
    3) Google Places… make sure you’ve claimed your listings.
  • 41. Get these things right…
    4) Develop a partnership with an ILS.
  • 42. Get these things right…
    5) Employee Empowerment and Training
  • 43. Get these things right…
    6) Know your competition
  • 44. Conclusion Time
    Determining what to do next.
    Depends on culture.
    Depends on YOU.
    Depends on the market.
    Oh yeah..It depends on whether you have the time and money too.
    Remember.. one size doesn’t fit all.
  • 45. Some final takeaways
    Asset management.. Cloud style
    Box.net or Dropbox.com
    Flickr or Photobucket
    Email2Db
    Google Voice
    Get out there and learn!!
  • 46. I work(ed) by myself.
    Heather CampbellRiverstone Residential
  • 47. What I thoughtit would be like.
  • 48. Turns out it was more like this.
  • 49. Here’s the scene:
    • Boutique owner & developer with 2,400 units in the greater Denver metro area
    • 50. Wildly disparate portfolio ranging from moderate product to Class A++ high-rises
    • 51. Well-known and respected in the market but no real unified branding strategy
    • 52. Tenured and talented onsite teams with a desire to dominate the market
    • 53. Roughly 23% of leases sourced through the Internet
    • 54. Joined as a new corporate website was wrapping up
  • Small company.
    Big company strategy.
    Little budget.
  • 55. Goals for today
    A prescriptive overviewof the marketing programGo-to marketing analyticsMaintaining sanity
  • 56. Priorities
    TrainingResident experience(SUFFICIENTLY DIFFERENT & SUFFICIENTLY BETTER)New school vs. old school(ONLINE VS. OFFLINE)
    MarketingBranding(LEVERAGE A GREAT REPUTATION & CREATE EFFICIENICES)Major SEO & SEM(INVEST FOR THE LONG HAUL AND EXPLOIT ONLINE CHANNELS)Establish metrics(REDUCE SPEND)
  • 57. Branding
  • 58. Branding
    • Focused on the branded website and building a unified SEM program
    • 59. More intuitive path to pricing & availability
    • 60. Robust online leasing (vs. online reservations) and rent payment
    • 61. Created a distinct branded look, feel & voice consistent with the website design
    • 62. Simplified design & messaging across the board: SEM, print collateral and signage
    • 63. 40% increase in leads from print sources post-redesign
  • SEO & SEM
    SEO > SEM
  • 64. SEO & SEM
    • Educate execs on SEO & SEM
    • 65. Long-term benefits vs. short-term feel-good tactics
    • 66. Exclusive focus on the branded website
    • 67. Eliminate individual community sites
    • 68. Redirect vanity urls to the parent site
    • 69. Rebuild the back-end for search
    • 70. Implement a robust content & linking strategy
    • 71. Keyword research & refinement
    • 72. Website and PPC
    • 73. Immediately reduce PPC spend
    • 74. Launch content strategy
  • SEO & SEM
    • Website
    • 75. Optimized content themes that established my company as an expert in Denver apartments
    • 76. Internal and external linking strategy
    • 77. Improved user experience
    • 78. Cleaner, more intuitive path to key conversions: find apartments, check availability, lease now & contact
    • 79. Complete online leasing (in-house) & rent payment (third-party)
    • 80. 50% average year-over-year increase in unique and repeat visits
    • 81. Brand website #1 source of leasing traffic
    • 82. Leases sourced through the Internet rose to 68%
  • SEO & SEM
    • Website metrics
    • 83. Unique & repeat visitors
    • 84. Pages viewed, time on site, navigation path, key conversion milestones
    • 85. Organic, paid & referral sources
    • 86. Top 10 keywords & keyword performance
    • 87. Campaign tracking and navigation path
    • 88. Inbound and outbound links
    • 89. Pages depth
    • 90. Rankings
    • 91. Cost-per-lead/lease
  • SEO & SEM
    • PPC
    • 92. Refined campaigns so we weren’t competing with each other
    • 93. Geographical & competitive trigger keywords for individual properties
    • 94. One “bucket” account for general search terms
    • 95. Ratchet spend up and down by specific unit types and availability
    • 96. Reduced spend by 75% (CPC average < $2)
    • 97. Increased click-through rate to an average of 4%
  • SEO & SEM
    • Email marketing
    • 98. Weekly and on-demand campaigns
    • 99. Deals of the Week – 7 week recurring campaign to all prospects
    • 100. Special campaigns to promote community leasing weekend and other specials
    • 101. API to/from Yardi to automate messaging
    • 102. Average open and click-through rates of 38% and 67% respectively
    • 103. Top five referral source to our website
  • So How Did We Pay for This?
    • All tactics were implemented on a budget-neutral basis
    • 104. Redeployed savings into SEO / SEM programs
    • 105. Reduced overall marketing spend by $464,000 in 2.5 years
  • Training
  • 106. Resident experience
  • 107. Resident Experience
    • Discovery sessions
    • 108. Identify what’s working and impact opportunity gaps
    • 109. Major focus on follow-up
    • 110. Tied online training program to desired behavior
    • 111. Reconfigured the guest card to match our follow-up program
    • 112. Dramatic improvement response times and consistency
    • 113. Provide better support for the leasing process
    • 114. Communication plan from lease to move-in
    • 115. Better information on what is needed (i.e., paperwork, pet documents, renters insurance, etc.)
  • New school vs. old school
  • 116. New School vs. Old School
    • Educate our teams on online marketing and its nuances
    • 117. Specials and availability functionality had to be managed by our onsite teams
    • 118. Easy-to-use dashboards configured in our CMS gave the teams easy access
    • 119. Create common understanding of online tools & efficiencies
  • Thank you!

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