Your SlideShare is downloading. ×
AppFolio Internet Marketing MMHA Presentation 0809
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

AppFolio Internet Marketing MMHA Presentation 0809

772
views

Published on

Educational presentation delivered to the MMHA community in August 2009. Covered best practices for online marketing specifically for property managers.

Educational presentation delivered to the MMHA community in August 2009. Covered best practices for online marketing specifically for property managers.


1 Comment
0 Likes
Statistics
Notes
  • More content like this can be found here: http://www.PropertyManager.com - News, Articles and Resources for Residential Property Managers.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
772
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Pass out index cards
  • Forget about what you care about, start with your customers and what they want from you Remember this throughout all aspects of your marketing – what is in it for your customer
  • Go to the live site and click around
  • 1) Create Keyword Strategy Pick keywords (and keyword phrases) your target audience will use to search for you Be specific:   "Orlando Property Management Services"  or "Orlando apartments for rent" Smaller groups:  Sections, categories, sub-categories, etc   Prioritize:  you won't be able to use all of them   2) Use Keywords throughout the website Focus: Use only 1 or 2 per page Best Places: Headers, Sub-headers, Body Content, Page Titles and descriptions, URL Don't Cram in Keywords:  Write naturally! 3) Add hyperlinks to your pages Hyperlinks: Use hypertext links on pages that you want search engines to find – like on the vacancy postings page Hypertext links: Use keywords in the hypertext Create a sitemap: Directory of your site's pages www.google.com/webmasters/tools/   4) Get Links to come back to your Website Hypertext Links: When possible, use keywords  Be relevant: List your site in major directories (ie yellowpages) Be Useful: Publish articles / comments to blogs, forums, content sites and link it back to your website 
  • How many of you LIKE to hear from owners? Tenants? What if you welcomed a call from an owner or a tenant because it would make you more money? Build from your website and foundation – your customers (owners + Tenants) want to keep hearing from you so tell them something interesting….!
  • How many of you LIKE to hear from owners? Tenants? What if you welcomed a call from an owner or a tenant because it would make you more money? Build from your website and foundation – your customers (owners + Tenants) want to keep hearing from you so tell them something interesting….!
  • How many of you LIKE to hear from owners? Tenants? What if you welcomed a call from an owner or a tenant because it would make you more money? Build from your website and foundation – your customers (owners + Tenants) want to keep hearing from you so tell them something interesting….!
  • Web-based software trends: 73% of Fortune 500 companies 5 X growth of traditional software solutions
  • Transcript

    • 1. How to Use the Internet to Attract More Owners & Tenants, Without Increasing Your Staff Albert Oaten, AppFolio
    • 2. Rental Trends Multifamily vacancy continued creeping upward to 5.03%. Vacancy a year ago was 3.46% .. . Apartment vacancy is on the rise, and our report, which polls select apartment complexes, may be slow to reflect this trend Metro Family Report, Second Quarter, 2009 Norris, Beggs, and Simpson Confidential ©2008
    • 3. It is a Great Time to be a Property Manager
      • Great opportunity to acquire more properties and grow your portfolio, but…
        •    … it’s hard to do without growing your staff
      Confidential ©2008
    • 4. Today’s Focus: Use the Internet to attract and work with your customers
        • 1. Internet marketing makes you more money
          • 3 Best Practices to make your website effective with examples
        • 2. Build it and they will come? Not really…
          • How to get started so that your website / business will be found
        • 3. Find more efficiency with web-based applications
          • Move a few routine tasks online
      Confidential ©2008
    • 5. Three things you can do when you get back to your office Website Design Promote Your Website Make Your Website Work For You Confidential ©2008
    • 6. Who are your customers?
        • Who are you talking to?
        • What are the top 2-3 things that matter to them?
      •  
      Confidential ©2008
    • 7. Start with your customers: What do they care about? Owners Confidential ©2008 Tenants
    • 8. Simpler is Better
        • People are impatient
          • Want to find the information quickly
          • Scan the page looking for clues
        • Website must be useful and usable
          • Your customers need to first find the useful information
        • Design for the Brain's strengths: High speed problem solving
          • Clear headings and labels
          • Clear hyperlinks
          • Clearly differentiating form controls, such as buttons and input fields
          • Highlighting key words or phrases in text
      Confidential ©2008
    • 9. Best Practice #1: Design and write for your customers
      • Structure of Site – Speak to each customer individually
        • Simple navigation: Section for owners and tenants
        • Know what they care about and write about it
        • Every element in your site has a purpose
      • OWNERS…
        • Trust you with their investments  You are professional & knowledgeable
        • Want regular updates  You deliver consistent, clear communications
        • Want units filled  You aggressively market properties
      • TENANTS…
        • Want to quickly find properties  Make the postings easy to find
        • Want to easily contact you  Make it easy
        • Want discounted services  Find some to offer
      Confidential ©2008
    • 10. Best Practice #2: Less is More – 2 Things to Keep it Simple
      • Bold Logos + Few Choices
        • Simple navigation – offer only a few choices
        • Brand your company with your logo
      • Simple Text + Cohesive Color Scheme
        • Get to the point in as few words as possible
        • Use a simple color scheme consistently that will make a lasting impression ( www.colourlovers.com )
      Confidential ©2008
    • 11. Best Practice #2: What does it look like in action? Confidential ©2008 www.northpacificpropertymanagement.com/
    • 12. Promote Your Site: 3 Step Action Plan
      • List your site on local (free) search directories
      • Get started with Search Engine Optimization (SEO)
      • Investigate online networking
      Confidential ©2008
    • 13. Promote Your Site: 5 Free Places to list your site
      • 1) List on Google Local
        • Great way to get your business to show up on Google searches
          • ( http://www.google.com/local/add/businessCenter )
      • 2) List on Windows Live Search Local
        • Local listings, categorized by business type ( maps.live.com/localsearch )
      • 3) Yahoo Local
        • Business listings & community review site ( local.yahoo.com )
      • 4) Yellowpages.com (Free?)
        • Great brand recognition ( YellowPages.com )
      • 5) Craigslist
        • Promote your services when you post your vacancies ( Craigslist.com )
      Confidential ©2008
    • 14. Promote Your Site:  Top 5 SEO Things to Do But we only have time for 2 today…
      • 1) Define Search Words Your Audience Uses
          • What will Owners look for?  
            • ” Portland Property Management”
            • “ Lake Oswego Property Management ”
          • What will Tenants look for?
            • “ Portland houses for rent”
            • “ Beaverton rentals”
            • “ School District XYZ + rentals”
      • 2) Use Keywords Throughout the Website
          • Focus: Use only 1 or 2 keyword groups per page and write naturally –Rental Property Marketing
          • Best Places: Headers, meta description, page title, url, etc.
      Confidential ©2008
    • 15. Best Practice #3: Continue Your Marketing – Do you want to hear from Owners? Tenants?
      • 2 Ideas to Continue Marketing To Owners
        • Email regular, clear owner statements
        • Start a quarterly newsletter and post to your website
      • 2 Ideas to Continue Marketing To Tenants
        • Put resources online – maintenance requests, lease agreements
        • Start a quarterly newsletter and post to your website
      Confidential ©2008
    • 16. Best Practice #3: Continue Your Marketing – Is a newsletter a waste of time?
      • Bank and REO Newsletter: What could you say?
        • Rental Rates and Trends to Share with Buyers
        • Reiterate Unique Services
        • Bridge between them and investors
        • Referrals
      • Tenants Newsletter: What could you say?
        • Valuable offers that save them money and make you money
          • Bulk rates for house cleaning services – coupon for discount on the first one
          • Local restaurant offers with coupons – charge the restaurants to advertise
          • Reiterate Unique Services
          • Referrals
        • Proactive updates on events
      Confidential ©2008
    • 17. Best Practice #3: Continue Your Marketing – Is a newsletter a waste of time?
      • Owners Newsletter: What could you say?
        • Sales Trends
        • Rental Rates and Trends
        • Reiterate Service Benefits
        • Differentiated Services
        • Referrals
      • Real Estate Agent Newsletter: What could you say?
        • Valuable offers that save them money and make you money
          • Rental Rates and Trends to Share with Prospective Buyers
          • Reiterate Unique Services
          • Referral Fees for Agents
          • Refer Listing Business to Agents
      Confidential ©2008
    • 18. Online Networking: What’s a TWEET? These are chances for you to network ’online’ with your peers. Grow your online presence and market your business. How many are on LinkedIn? How many have used Twitter? How many are on Facebook? Have you used Active Rain? Confidential ©2008
    • 19. Continue to take advantage of web-based opportunities Confidential ©2008
      • Integrate routine tasks / requests to your website
        • Set-up an online maintenance request form….demo
    • 20. Other things you can move online…. Automate vacancy postings (?) Share showing calendars, post on website What are other ideas ? (from the audience) Confidential ©2008
    • 21. Today’s Focus – Areas we covered
        • 1. Internet marketing makes you more money
          • 3 Best Practices to make your website effective with examples
        • 2. Build it and they will come? Not really…
          • How to get started so that your website / business will be found
        • 3. Find more efficiency with web-based applications
          • Move a few routine tasks online
      Confidential ©2008
    • 22. Three things you can do when you get back to your office – Get started! Create headings and anchor text for top 2-3 important items for Owners and Tenants List your website in at least two local directories, Craigslist Newsletters and Maintenance Orders Confidential ©2008