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Apartment Guide 2011 Marketing Update

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  • Introduction and Quick Questions
  • From our own consumer research, we know that renters are very interested in sharing/collaborating with roommates and family members
  • Topics vary depending on stage of lifecycle, earlier in the cycle focus on specific property details, continued branding for specific properties where consumers have submitted leads
  • Fantastic News: The results our clients receive are too great! The increase in leads we’re generating for clients are far exceeding expectations. We can’t keep this under wraps, so we’re expanding! You can now sell 4 Spotlights in your market!Important Note: A 5th Spotlight is open to National Accounts. This will not be available for local markets to sell at this time.Message to Existing Spotlight Advertisers:Demand has been very high for our newest lead generation product, so we are creating additional Spotlight opportunitiesWith prominent placement above all local search results, you will continue to receive a large volume of high quality leadsIn addition, you’ll continue to get 200 points and platinum tier placement for your community listing
  • CAN Spam: We don’t share consumers information with 3rd partiesDesign: Not too many images or too much copySubject lines: test them, keep them short & sweet
  • You can count on us after you have made your advertising investment and beyond the lease
  • CAN Spam: We don’t share consumers information with 3rd partiesDesign: Not too many images or too much copySubject lines: test them, keep them short & sweet
  • CAN Spam: We don’t share consumers information with 3rd partiesDesign: Not too many images or too much copySubject lines: test them, keep them short & sweet
  • Transcript

    • 1. Marketing SummitPartners for Success
    • 2. Goal
      2
      INTERNET
      PRINT
      MOBILE
    • 3. Media Habits Have Changed
      There’s an evolution in media, and it’s
      moving toward digital. It’s just the way of
      The world. It’s all born of immediacy.
      Publishing cycles just really don’t work
      anymore, fundamentally. If people have
      a choice of getting info when they want
      versus when they have to, of course
      they’re going to choose when they want…
      –Business Week, November 2010
      3


    • 4. The Evolution From Print-centric…
      To A Digital-Based Media Company
      4
    • 5. 5
      5 Reasons Why You Made The Right Decision
      1. Apartment Guide is investing more money and resources than ever to drive more potential renters to you.
      2. We’re listening to the consumer.
      3. We’re creating innovative products that meet your needs.
      4. You can measure and track your ROI.
      5. Apartment Guide is sending you more potential renters than ever before.
    • 6. #
      Apartment Guide is Investing More Money and Resources Than Ever to Drive More Potential Renters to You
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 7. How We Drive Leads to You
      7
    • 8. Why is Search Important?
      Market Overview
      8
      Google still dominates
    • 9. We Own 25% of All Rental Searches
      MultifamilyInsider reported the Top Rental Sites based on SEO rankings for top industry key word searches:
      Apartmentguide.com #4
      RentalHouses.com #7
      Source: www.MultifamilyInsider.com 2010 Top Rental Sites
      Apartment Guide, ApartmentGuide.com and Rentals.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10
    • 10. 10
      SEOSearch Term: “apartments in Philadelphia”
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 11. Almost 70% of Marketers Say They Will Invest More $ in Banner Advertising
      11
    • 12. Advertising.com
      Display
      Feeds
      Social
      12
      Search
      We’re Investing Across Web Media
    • 13. Another Opportunity for Renters to Find Out About You
      • Our goal is to be the ultimate destination for information about living, looking for or moving to an apartment
      13
    • 14. Your Picks, Your Place Sweepstakes
      Summer Promotion
      Partnered with four featured bloggers to select items to fit various design themes, including modern, traditional, retro and shabby chic.
      Every two weeks, a new room and the blogger’s picks will be unveiled and consumers can vote for their favorite designs.
      •  Over 90,000 entries to date!
    • Apartment Living
      Blogger Challenge:
      May: “A New Place For Your Pet”Bloggers created a special place just for their pets
      June: “Smart Storage Solutions: Control the Clutter”Bloggers will organize a space or room using bins, shelving and other tools
      June: “Passion for Saving”Cost-cutting tips and tricks
      Apartment Therapy partnership:
      Leading online destination for apartment living and design
    • 15. Facebook Growth
    • 16. Twitter Growth
    • 17.
      • Extends your reach to multiple platforms
      • 18. Leverage the power to reach the millions of Facebook® users
      • 19. Gives prospective renters a way to easily search for an apartment and communicate with their friends and family regarding their apartment search experience
      Facebook® Search with Friends on Apartment Guide
    • 20. Why is Email Important?
      Email is a great sharing tool
      How People Share Information
      Email is still the favorite way for consumers to share information with friends & family
      84% of Millennials say email is still their first choice as a communications tool
      Smartphone users spend more than 40% of their time checking email
      19
      Email is the preferred search
      *Source: Marketing Profs, Email Trump Social Media for Sharing, December 2010
    • 21. More Targeted, Relevant Leads For You
      • Campaigns: targeted messages revolving around a consumer lifestage event, moving
      • 22. Triggered campaign: 8 Touchpoints, from Lead Submission to Move in
      • 23. Weekly newsletter, seasonal topics
      20
    • 24. #
      We’re Listening to the Consumer
    • 25. 22
      Apartment Guide’s Mobile Reach
      Android*
      mobile Web
      iPhone*
      iPad*
      • Apartment Guide Mobile has full mobile coverage: iPhone, Android, iPad & mobile Web
      • 26. Apartment Guide Mobile App* Downloads: Over 1.35 Million
      • 27. 18% of visits came from a mobile Operating System
    • Mobile App Download Growth
      23
      First to market - iPhone, Android and iPad
    • 28. 24
      #
      We’re Creating Innovative Products
      That Meet Your Needs
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 29. Dominate Your Local Search Results With A Spotlight
      • Prominent placement above all localsearch results within the market
      • 30. Includes large photo, marketing message, and direct links to video and photo galleries
      • 31. Includes 200 points and diamond tier placement
      Advertiser Need: Lease up , New Construction
    • 32. Banner Advertising
      Philadelphia, PA
      Philadelphia, PA
      Advertiser Need: Traffic Driver, Brand Awareness
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 33. Lead Mail
      Turnkey Marketing Solution
      • Determine audience you wish to target by
      selecting particular zip codes
      • All creative is developed by Apartment Guide –
      Just review and approve your e-mail
      • Apartment Guide sends e-mail
      Highly Targeted Reach
      • Opportunity to tap into our database of millions
      of potential renters
      Minimal Investment
      Price begins at $499
      • Program options include 2,500, 5,000 &
      10,000 emails
      Advertiser Need: Special Offers, Lease Up
      Apartment Guide and ApartmentGuide.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
      Apartment Guide, ApartmentGuide.com and Rentals.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10
      Apartment Guide and ApartmentGuide.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10
    • 34. 28
      #
      You Can Measure and Track Your ROI
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 35. 29
      My.Apartment.Guide Is Your Tool That
      Instantly Tracks Your Leads
      Concise, easy-to-use lead tracking and business intelligence reporting to validate the value of your investment:
      • Performance details
      • 36. Dashboard reports
      • 37. Email and Phone lead details
      • 38. Leads by hour, day and type
      • 39. Property and management company level reporting
    • Valuable Tracking Services: HTML Leads
      How does it work?
      • You will receive a branded Apartment Guide email lead.
      • 40. Click on “Reply to This Prospect” and a reply form will pop-up.
      • 41. The prospect will receive an e-mail reply from you.
      • 42. Log into My.ApartmentGuide.com to view the enhanced E-mail Lead Details report.
      • 43. If you’d like to receive plain text e-mails, simply log in to update the preferences on your Web ad.
    • #
      Apartment Guide Is Sending You More Potential Renters Than Ever Before
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 44. Internet Leads Have Grown More Than 5x Since August ‘08
    • 45. Leading the Way with the Largest Number of Unique Visitors
      • comScore Reported that PRIMEDIA’s Apartments/Rentals Network generated more than 5.2 million unduplicated unique visitors in June 2011.
      • 46. Since launching the PRIMEDIA Apartments/Rentals Network in May 2009, ApartmentGuide.comhas consistently been ranked in the top 2. 
      *Based on June 2011 comScore Real Estate category of sites as custom-defined by PRIMEDIA: PRIMEDIA Apartments/Rentals Network, Rent.com, Apartments.com, ForRent.com Sites, MyNewPlace.com, NCI Rental Sites and Move.com Rentals.
    • 47. Local comScore: How Many Cities are We #1 in?Most unique visitors – June2011
      51 Cities
      35 Cities
      6 Cities
      4 Cities
      4 Cities
      1 City
      0 Cities
    • 48. Driving More Value Than Ever Before
      35
      Leads Per
      Property
      June 2009
      Leads Per
      Property
      June 2011
      Leads Per
      Property
      % INCREASE
      Fort Lauderdale 85 105 52%
      For Myers 49 84 54%
      Jacksonville 59 79 82%
      NW Florida 63 106 53%
      Orlando 69 95 45%
      Tampa 65 79
      *Source:
      Primedia Internal Data
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.
    • 49. It’s Simple….Where Would You Rather Be?
      36
    • 50. 37
      Dedicated to Helping You Exceed Your Business Goals
      Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.