Move The Google Needle Opt Summit All


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What does all of this Social Media noise really mean, and moreover, what does it have to do with Renting More Apartments? At the Urbane Lab, we have put a lot of effort and resources into figuring out how to get our apartment listings to rank high on a Google search. High, as in Page One, Number One!

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  • -) Started Urbane Apartments in Aug, 2003 in my attempt to Create Wealth -) Build It and They Will Come IS a Myth -) You MUST be Marketing in ALL You Do -) All Apartments were mostly the same, dull and very boring
  • -) It is no longer about Shouting Your Message -) We are now an Opt In Opt Out economy, and you can be un-friended at any time, We truly are at Permission Based Marketing
  • -) Never in history have folks been able to reach so many people so vey fast -) News, Good and Bad now travels at light speed
  • -) Focus on creating Your Larger Community, and fostering Influenceres
  • -) The Urbane Life has established itself as a Hyper Local News and Presence
  • Move The Google Needle Opt Summit All

    1. 1. Break From the Pack of Apartment Commodity “ The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it.” -Sergio Zyman
    2. 2. (4) Two Hour eBoot Camp Sessions Move the Google Needle
    3. 3. eBoot Camp Book Author; Corey Pearlman eBoot Camp Book
    4. 4. Who is Here Today <ul><li>Your Name / Business </li></ul><ul><li>What Is Your Desired Take Away </li></ul>
    5. 5. <ul><li>eBoot Camp 1 </li></ul><ul><li>How to Play and Win the </li></ul><ul><li>Search Engine Game </li></ul><ul><ul><li>Anatomy of a Search Engine </li></ul></ul><ul><ul><li>Domain Names </li></ul></ul><ul><ul><li>Key Words </li></ul></ul>
    6. 6. <ul><li>eBoot Camp 2 </li></ul><ul><li>How to Play and Win the </li></ul><ul><li>Search Engine Game </li></ul><ul><ul><li>Title Tags </li></ul></ul><ul><ul><li>Meta Description Tags </li></ul></ul><ul><ul><li>Home Page Content </li></ul></ul>
    7. 7. <ul><li>eBoot Camp 3 </li></ul><ul><li>Increase Your Digital Footprint </li></ul><ul><ul><li>Hurl Your URL </li></ul></ul><ul><ul><li>Social Networking Sites </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>
    8. 8. <ul><li>eBoot Camp 4 </li></ul><ul><li>Increase Your Digital Footprint </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Opt-in Forms </li></ul></ul><ul><ul><li>E Mail Marketing </li></ul></ul>
    9. 10. 81% of Renters begin their apartment search with Google “Apartments (Your City)” <ul><li>Does Your Apt Community Show Up? </li></ul><ul><li>Kind of like not having a phone number, Prospects are calling, but you don’t hear them. </li></ul>
    10. 11. Can Perspective Renters Find You?
    11. 12. Starting Point: Know Where You Rank <ul><li>Web Site Grader ; </li></ul><ul><li>Google Analytics </li></ul><ul><li>Web Visitors per Unit </li></ul><ul><ul><li>Urbane: 13,900 Feb-10 = 43.84 web visits per unit </li></ul></ul><ul><ul><li>Paragon: 2,669 Sept-09 = .58 web visits per unit </li></ul></ul><ul><ul><li>Paragon: 6,975 Feb-10 = 1.52 web visits per unit </li></ul></ul><ul><ul><ul><ul><li>Web Traffic Increased by 161% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Physical Traffic Increased 10% </li></ul></ul></ul></ul>
    12. 13. Year over Year Results <ul><li>Web Site Traffic UP 108% </li></ul><ul><li>Physical Traffic/Tours UP 54% </li></ul><ul><li>Rentals UP 69% </li></ul>
    13. 14. Sponsored Ads or Organic Search
    14. 15. Domain Names <ul><li>Own the right web site addresses and watch your web traffic soar </li></ul>
    15. 16. Tips For Success <ul><li>Make certain that each of your Domain Names ‘point” to your web site </li></ul><ul><li>You can and should own multiple Domain Names </li></ul><ul><li>Add an alternate email, such as g-mail or yahoo to each account </li></ul>
    16. 17. Walkthrough <ul><li> </li></ul><ul><ul><li>What Domain names fit your target renter </li></ul></ul><ul><ul><li>Search Domain Names for your apt community </li></ul></ul><ul><ul><li>Evaluate availability, in .com and .net </li></ul></ul>
    17. 18. Keywords <ul><ul><li>The most important list you will ever make </li></ul></ul>
    18. 19. Tips for Success <ul><li>What Are Your Keywords / Phrases </li></ul><ul><li>Web Page Source Code: </li></ul><ul><ul><li>Foxfire: View/Page Source </li></ul></ul><ul><ul><li>Internet Explorer: View/Source </li></ul></ul><ul><ul><li>15-25 Keywords / (200) Characters </li></ul></ul>
    19. 20. Check Your Keywords <ul><li>Apartments Royal Oak </li></ul><ul><li> </li></ul>
    20. 21. Title Tags A Search Engines First Impression of your Web Site-make it a Good One <ul><li>5-10 Words </li></ul><ul><li>Each Web Page is a new Opportunity </li></ul><ul><li>Keyword-Heavy Headline in FRONT of your Biz Name </li></ul>
    21. 22. Meta Description Tag Your Chance to Tell a Search Engine User Why They Should Click Your Link <ul><li>Most business owners leave the creation of their Title tags and Meta Tag Descriptions up to their Web Designers </li></ul>
    22. 23. Tips for Success <ul><li>Description tag should be descriptive and clearly explain what you web site does </li></ul><ul><li>Use keywords in your description tag </li></ul><ul><li>Be sure to do some selling to persuade a person to click your site </li></ul>
    23. 24. Home Page Content <ul><li>This critical content must be created with two audiences in mind; Your customer and the Search Engines </li></ul>
    24. 25. Tips for Success <ul><li>Use keywords, but don’t over do it </li></ul><ul><li>Keep the ratio between keywords and total number of words on your home page to between 4%-10% </li></ul><ul><li>May seem obvious, but spell check your page </li></ul>
    25. 26. Walkthrough <ul><li> and click “Keyword Density Checker </li></ul><ul><li>Enter your web site into the Keyword Density Analyzer and hit “submit” </li></ul>
    26. 27. <ul><li>What does all of this Social Media noise really mean, and moreover, what does it have to do with: </li></ul><ul><li>Renting More Apartments ? </li></ul>
    27. 28. The direction of marketing has changed…
    28. 29. Hurl Your URL <ul><li>The Easiest Way to Effectively Market Your Web Site </li></ul>
    29. 40. Tips for Success <ul><li>Add your URL to all your Marketing Collateral </li></ul><ul><li>Partnership Marketing </li></ul>
    30. 41. Social Networking Sites <ul><li>Find new Rental Prospects quickly and effectively </li></ul>
    31. 42. Social Media…Outreach on Steroids
    32. 43. Fish Where the Fish Are
    33. 44. Create a Community
    34. 45. Articles <ul><li>Be known as a content expert in your field and allow others to market your web site for you </li></ul><ul><li>Google Your Co Name Now </li></ul><ul><li>What Comes Up? </li></ul><ul><li>Each article you publish becomes another web page </li></ul>
    35. 46. Tips for Success <ul><li>Include your best keywords and phrases in all of your articles </li></ul><ul><li>Make writing articles a regular part of your business </li></ul><ul><li>Post your articles to your web site before submitting them </li></ul>
    36. 47. Walkthrough <ul><li>Go to </li></ul><ul><li>Review other articles for proper format </li></ul><ul><li>Repeat this process with </li></ul><ul><li>Repeat this process with </li></ul>
    37. 49. Press Releases <ul><li>Generate buzz about your projects about your products and services and make a huge splash on search engines </li></ul><ul><li>Each Press Release you publish becomes another web page </li></ul>
    38. 50. Tips For Success <ul><li>Add your Keywords to each Press Release </li></ul><ul><li>Try to distribute a Press Release per month </li></ul><ul><li>Always include links to your web site </li></ul><ul><li>Add Press Releases to your web site </li></ul>
    39. 51. Walkthrough <ul><li>Go to and register </li></ul><ul><li> A Press Release writing site </li></ul><ul><li>Other Resources </li></ul><ul><ul><li> Fee based Service </li></ul></ul><ul><ul><li> </li></ul></ul>
    40. 52. Blogs <ul><li>Our Blog is one of our highest producing digital assets we operate, oddly, it is nothing about our apartments and everything about Hyper-Local </li></ul>
    41. 53. Become Hyper Local News
    42. 54. Urbane Life Blog <ul><li>(474) Posts = (474) new web pages </li></ul><ul><li>(1,862) Comments = Engagement </li></ul><ul><li>(1,218) Twitter Followers = Engagement </li></ul>
    43. 55. Tips for Success <ul><li>Your blog is not about you, it is about your prospects </li></ul><ul><li>Give your Circle of Influence a platform and they will propel leads for you </li></ul><ul><li>Turn your blog over to residents and evangelists </li></ul>