Owner Case Studies

         Christi Samuelian
Webmaster/Internet Marketing Manager
 Windsor Property Management Co.

    ...
Windsor Internet Marketing

                               Internet Marketing




                                        ...
Setting the Scene
    Windsor Communities


      35 properties/12,000 units
    Windsor Marketing Department


      Wo...
Choosing & Prioritizing Marketing Initiatives

    Challenge:                             Choosing/Prioritizing Mkt
     ...
Grassroots Marketing Ideas
    Case Study – Craigslist.org


      Windsor at Brentwood (RI) - cut all print
      advert...
Grassroots Marketing, cont.
                         Discussed at National
                         Operations Conference,...
Prioritizing & Choosing, cont.
    Recognizing our limitations.


      Important initiatives that we will never have the...
SEM, cont.
    SEO

                                           30000
      Is changing constantly, and
                  ...
Search Engine Marketing
    Encourage property-level efforts:

       Use property URL everywhere (ads, email signatures,...
SEM, cont.
    Pay Per Click (ppc):


      Contracted 3rd party (Reach Local) to manage
      campaigns.
      Enables u...
PPC Results
    Generates leads.

         As with any advertising, works better
         for some properties than others...
Traditional SEO




                  3rd page placement for 1
                      optimized phrase
PPC / Reach Local




             1st page placement for over
             1000 keyword combinations!
Tracking & Measurement


                      Google
            L1        Analytics


                                  ...
Tracking – Putting It All Together
    Property wanted to cancel an ILS.

    “We actually cancelled with X after reviewi...
Summary
    There is only so much time in the day!

    Have to pick and choose.

    Keep your eyes and ears open.

  ...
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"Owner Case Study: Windsor Communities" - Christi Samuelian (Windson) - 2009 AIM Conference

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Christi Samuelian, Webmaster/Internet Marketing at Windsor Communities, presents a real case study on Windor's online marketing and operations efforts.

“Am I falling behind?” These peer case studies will highlight the marketing efforts made by different-sized companies with differing resources and profiles. Presenters will share the story of how they got where they are, what they do, and where they hope to take their efforts to attract and transact with renters online.

Published in: Technology, Business
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"Owner Case Study: Windsor Communities" - Christi Samuelian (Windson) - 2009 AIM Conference

  1. 1. Owner Case Studies Christi Samuelian Webmaster/Internet Marketing Manager Windsor Property Management Co. 4.30.2009
  2. 2. Windsor Internet Marketing Internet Marketing Future: Search Engine Unit marketing, Company Website Marketing ILS/ Ad Source Tracking/ Social media, Windsorcommunities.com (SEO/PPC/ Craigslist Measurement Mobile marketing, Google Maps/ Yahoo Local) Video, Sales funnel
  3. 3. Setting the Scene Windsor Communities  35 properties/12,000 units Windsor Marketing Department  Wouldn’t that be nice! Decentralized marketing – most happens at regional/property level. My role - Internet Marketing Mgr/Webmaster Part time Webmaster, part time project manager, part  time trainer, part time administrator, and part time marketer.
  4. 4. Choosing & Prioritizing Marketing Initiatives Challenge: Choosing/Prioritizing Mkt   Initiatives: There’s only so much you can do in a day! Grassroots successes. Knowing one’s How to choose and prioritize initiatives while: limitations. Keeping up with the Trends/big picture.  industry. Good buzz. Working with what you  got. Not getting overwhelmed. 
  5. 5. Grassroots Marketing Ideas Case Study – Craigslist.org  Windsor at Brentwood (RI) - cut all print advertising in lieu of Craigslist ads saving over $10,000/year while increasing traffic 30%. Level One – Ad Source Analysis Report Windsor at Brentwood - 4/08 Craigslist - #1 source of leads Cost/lead = $0 Good idea!
  6. 6. Grassroots Marketing, cont. Discussed at National Operations Conference, assembled training guide, worked class into training curriculum, mandatory training for managers, reinforced message to regional staff. Initial results encouraging: 3/09 - #2 Internet source  producing leads via phone calls. Outperformed all print ads and ILS. Leads to appointments  conversion - 48%.
  7. 7. Prioritizing & Choosing, cont. Recognizing our limitations.  Important initiatives that we will never have the time, manpower, or expertise for. Search Engine Marketing (SEO/SEM). Problem – How do we get on 1st page of search engine  results for our metros? Answer – Readjust our expectations, revamp our SEO  efforts, and get creative.
  8. 8. SEM, cont. SEO  30000 Is changing constantly, and 28000 need a company with 26000 expertise to navigate through 24000 it. 22000 20000 Outsourced since 2005. 18000 Link building, coaching  16000 2005 sessions, quarterly progress 14000 meetings, reporting. 2007 12000 Website redesign – Assisting 10000  2009 8000 us through the process to 6000 ensure new site is optimized 4000 and will not lose rankings 2000 once we launch. 0 Tripled web traffic from # of search engines as a result of Visitors efforts started 4 years ago.
  9. 9. Search Engine Marketing Encourage property-level efforts:  Use property URL everywhere (ads, email signatures, etc.). Google Maps/Yahoo! Local - Improves your local search results & is free!
  10. 10. SEM, cont. Pay Per Click (ppc):  Contracted 3rd party (Reach Local) to manage campaigns. Enables us to run a portfolio-wide campaign with minimal set-up hassle and maintenance. And…we get on the 1st page of search engine results for local searches. Result - 1st place placement for local  searches, increased numbers of leads, and improved SEO for those properties.
  11. 11. PPC Results Generates leads.  As with any advertising, works better for some properties than others. 2008 - averaged more leads/month for 4 properties than did some of the top ILS that we list all properties on. Increased web traffic.  30% of new web traffic generated by Reach Local. In one instance, increased web traffic by 1000 unique visitors in 1 month! All properties are still registering over 1000 visits/month. Huge bump in Google organic traffic. As  Reach Local traffic increases, so does Google organic traffic. 50% of web traffic - Reach Local/Google combo.
  12. 12. Traditional SEO 3rd page placement for 1 optimized phrase
  13. 13. PPC / Reach Local 1st page placement for over 1000 keyword combinations!
  14. 14. Tracking & Measurement Google L1 Analytics Google Anlytics L2L Lead2Lease PMS (MRI) L1 Lead PMS – All leads. Aggregator – Calls, emails, w L1, 60% of alk-in traffic. calls taken on- site, misc. emails, walk-in traffic.
  15. 15. Tracking – Putting It All Together Property wanted to cancel an ILS.  “We actually cancelled with X after reviewing our leads/leases obtained from them and decided that this was not an effective traffic source for our property. Our account ended with them as of 2/22/09. I have attached our traffic report for the last 6 months showing only 2 leads and no leases from them.” Response after reviewing their L1 reports:  “I ran your L1 Activity Analysis report since 9/1 (below), and you were getting some decent traffic from them. The phone leads handled by L1 for the past 6 months converted to visits set at the highest rate of any of your other ad sources (85%)! I also ran your STATS report, and it shows X generated more phone calls for you then some of the other big sites like X, Y, and Z.”
  16. 16. Summary There is only so much time in the day!  Have to pick and choose.  Keep your eyes and ears open.  What are your properties doing? Use their successes and build out portfolio-wide. What are your comps doing and what are the industry trends emerging? Recognize you can’t do it all. Outsource where you  can and use available tools at your disposal. Track and measure efforts.  Take small steps and do what you can. 

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