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Marketing Tactics for Smaller Owners - 3 Presentations
 

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

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

    • I work by myself…
      Marketing tactics that work for small owners
    • I WORK BY MYSELFMarketing Tactics That Work For Small Owners
      Matt Adler
      Adler Residential
      AIM 2011
    • 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
    • ‘AIM’bition… we came to AIM to learn how not to waste our limited marketing budgets…
    • Rx For Success
      The Cinderella Principle
      Nail The Basics
      Survey
      Experiment
      The Power Of ONE
      O
    • The Cinderella Principle
    • The ‘AIM’bitious Cinderella Principle(NJ Edition)
      The perfect is the enemy of the good… Voltaire
    • NAIL THE BASICS
      • Answer your phone calls
      • Return messages
      • Answer e-mails
      • Don’t let prospects get away
      LEAD TRACKING
      This is what happens when your foundation is not solid…
    • NAIL THE BASICS
      Getlisted.org  Claim and control the free listings
      Get listed on the web…
      Expressupdateusa.com
      Yellowpages.com
    • NAIL THE BASICS
      Just remember, it’s not really ‘free’…
      Craigslist
      … so be more effective
      … and be more efficient!
    • 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
    • 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
    • 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
    • The Power Of ONE!
      O
      Overcome
      Outsource
      Network
      Examine
    • The Power Of ONE!
      O
      Overcome
      Budget constraints
      Objections
      Limitations
    • The Power Of ONE!
      O
      Outsource
      Speakers and trainers
      Designers
      YOUR RESIDENTS
      Bloggers
      Photographers
      Videographers
      Referrers
    • 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
    • The Power Of ONE!
      .
      .
      O
      Eyes
      Monitor your progress
      Examine the data
      Measure the results
      Watch the market
    • But I don’t have a model…
    • No Model? No problem!
      Empty apartment photos
      Digitally furnished
      www.virtualstagingsolutions.com/adler
      coupon code AIM2011
    • Rx Review
      The ‘AIM’bitious Cinderella Principle
      Nail The Basics
      Survey
      Experiment
      The Power Of ONE!
      Jersey Edition
      O
    • In closing…
      Go home and hit the ground running!!
    • Matt Adler
      madler@AdlerResidential.com
    • 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
    • Too much crap
    • Your Enemies:
      TIME
      MONEY
    • What are other things that dictate your priorities?
      1) Company Culture
    • 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.
    • What are other things that dictate your priorities?
      3) Market demands.
    • One size doesn’t fit all
    • 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
    • Get these things right…
      2) Craigslist
    • Get these things right…
      3) Google Places… make sure you’ve claimed your listings.
    • Get these things right…
      4) Develop a partnership with an ILS.
    • Get these things right…
      5) Employee Empowerment and Training
    • Get these things right…
      6) Know your competition
    • 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.
    • Some final takeaways
      Asset management.. Cloud style
      Box.net or Dropbox.com
      Flickr or Photobucket
      Email2Db
      Google Voice
      Get out there and learn!!
    • I work(ed) by myself.
      Heather CampbellRiverstone Residential
    • What I thoughtit would be like.
    • Turns out it was more like this.
    • Here’s the scene:
      • Boutique owner & developer with 2,400 units in the greater Denver metro area
      • Wildly disparate portfolio ranging from moderate product to Class A++ high-rises
      • Well-known and respected in the market but no real unified branding strategy
      • Tenured and talented onsite teams with a desire to dominate the market
      • Roughly 23% of leases sourced through the Internet
      • Joined as a new corporate website was wrapping up
    • Small company.
      Big company strategy.
      Little budget.
    • Goals for today
      A prescriptive overviewof the marketing programGo-to marketing analyticsMaintaining sanity
    • 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)
    • Branding
    • Branding
      • Focused on the branded website and building a unified SEM program
      • More intuitive path to pricing & availability
      • Robust online leasing (vs. online reservations) and rent payment
      • Created a distinct branded look, feel & voice consistent with the website design
      • Simplified design & messaging across the board: SEM, print collateral and signage
      • 40% increase in leads from print sources post-redesign
    • SEO & SEM
      SEO > SEM
    • SEO & SEM
      • Educate execs on SEO & SEM
      • Long-term benefits vs. short-term feel-good tactics
      • Exclusive focus on the branded website
      • Eliminate individual community sites
      • Redirect vanity urls to the parent site
      • Rebuild the back-end for search
      • Implement a robust content & linking strategy
      • Keyword research & refinement
      • Website and PPC
      • Immediately reduce PPC spend
      • Launch content strategy
    • SEO & SEM
      • Website
      • Optimized content themes that established my company as an expert in Denver apartments
      • Internal and external linking strategy
      • Improved user experience
      • Cleaner, more intuitive path to key conversions: find apartments, check availability, lease now & contact
      • Complete online leasing (in-house) & rent payment (third-party)
      • 50% average year-over-year increase in unique and repeat visits
      • Brand website #1 source of leasing traffic
      • Leases sourced through the Internet rose to 68%
    • SEO & SEM
      • Website metrics
      • Unique & repeat visitors
      • Pages viewed, time on site, navigation path, key conversion milestones
      • Organic, paid & referral sources
      • Top 10 keywords & keyword performance
      • Campaign tracking and navigation path
      • Inbound and outbound links
      • Pages depth
      • Rankings
      • Cost-per-lead/lease
    • SEO & SEM
      • PPC
      • Refined campaigns so we weren’t competing with each other
      • Geographical & competitive trigger keywords for individual properties
      • One “bucket” account for general search terms
      • Ratchet spend up and down by specific unit types and availability
      • Reduced spend by 75% (CPC average < $2)
      • Increased click-through rate to an average of 4%
    • SEO & SEM
      • Email marketing
      • Weekly and on-demand campaigns
      • Deals of the Week – 7 week recurring campaign to all prospects
      • Special campaigns to promote community leasing weekend and other specials
      • API to/from Yardi to automate messaging
      • Average open and click-through rates of 38% and 67% respectively
      • Top five referral source to our website
    • So How Did We Pay for This?
      • All tactics were implemented on a budget-neutral basis
      • Redeployed savings into SEO / SEM programs
      • Reduced overall marketing spend by $464,000 in 2.5 years
    • Training
    • Resident experience
    • Resident Experience
      • Discovery sessions
      • Identify what’s working and impact opportunity gaps
      • Major focus on follow-up
      • Tied online training program to desired behavior
      • Reconfigured the guest card to match our follow-up program
      • Dramatic improvement response times and consistency
      • Provide better support for the leasing process
      • Communication plan from lease to move-in
      • Better information on what is needed (i.e., paperwork, pet documents, renters insurance, etc.)
    • New school vs. old school
    • New School vs. Old School
      • Educate our teams on online marketing and its nuances
      • Specials and availability functionality had to be managed by our onsite teams
      • Easy-to-use dashboards configured in our CMS gave the teams easy access
      • Create common understanding of online tools & efficiencies
    • Thank you!