Recessions, Concessions, and Marketing - OH MY!

Recessions, Concessions And Marketing… Heather Blume Oh, My! Behind the Leasing Desk Consulting Services www.btldconsulting.com www.behindtheleasingdesk.com

It’s Been Pretty Nasty Out There…

And it’s not exactly been better Over the Rainbow

“ I’ve got a feeling” We’re not in that 2007 economy anymore…

That Dirty, Nasty, Awful, Foul “C” Word Concession. What’s Yours?

Moving from Concession to Incentive
Move away from cash, move toward value
Material Appeal
Good Goods
Services
Emotional Appeal
Donations
Partnerships
Environmental Warm Fuzzies
Don’t Amortize
If you have to go with money, don’t take it out of rent

“ If I only had a brain…” Marketing Smarter
Resident Referrals
Grassroots
Outreach
Authority Marketing
Online Marketing
ILS
Craigslist
Social Media

Outreach Marketing
Organizations and Groups
Is chamber of commerce worth it?
Meetup.com
The Big Employers – Do you know their HR Departments?
Local Merchants – Great Asset!
Dry Cleaners
Pizza Places
Bakeries

Authority Marketing: How can your team tap the Hyper-Localism Trend?
What do you really know about the place where you’re trying to convince people to live?
Hairdressers
Food Recommendations
Local businesses
Local festivals and attractions
Local Legends and Little Knowns

Craigslist Postings Seattle/Tacoma Listings April 19, 2010 11 out of 23 ads offered, as their main selling point, the same thing. Free Rent.

What’s in your title? Here are some of my favorites from across the nation
Do you want an apartment, or do you want a home?
Great Deal & Convenient – walk to Piedmont Park, Cafes, and Shops!
Yep, people live here. They like it!
Bring Your Pet Here!
1br W/ Flex Space! Use it as an office, guest area, You Decide!
Why look anywhere else? We’ve got your home!
Killerview HotTub WiFi & Computer Stocked Lakes
2BR Family Flat Unit
Oh Yeah, This Apartment Has all the Right Stuff
Bachelor PARKING Included – Sparkling Pool – Controlled Access
NoHo Fo Sho Junior 1 Bedroom
Apartment with bedrooms for rent
There’s the good… And the not as good…

Can’t think of a way to stand out? Market the only thing your competitors don’t have… YOU! From Lisa Trosien’s Blog: www.apartmentmarketingblog.com Your team is your greatest asset! Why aren’t you marketing THEM?

“ If I only had a Heart…” Emotional Marketing
Why even bother with trying to tap emotions?
Emotion vs. Rational thought in processing time
Industry Trends
What kind of partnerships are beneficial in emotional marketing?

Did you know…
Here’s the fact:
Emotion stimulates the mind 3000
times faster than rational thought does!

Trends with Heart, and How to Tap in
Volunteering
Going Green…est
Saving/ Fiscal responsibility
Social Responsibility
“ Do It Yourself”
Family/Work Balance

Marketing Partnerships with Heart
DAWN or other civic and socially responsible organizations
Salvation Army
Neighborhood Rummage Sale for a good cause
Local Food Banks
Hopelink
Sponsoring families
Humane Society
www.rentwithpets.org
“ Putting Deposits in the Public Relations Bank to Build Social Capital”

Resident Retention = Marketing
Good Resident Retention Activities ARE Marketing Opportunities!
Spring Kite and Flight
Kickball Tournaments
Flag Football Games
$5 Pizza Nights
Passport Tours of neighborhoods
Mariner’s Nights
“ Souper” Bowl Cook-off Challenges
Resident Rummage Sales
Community Creep Houses in October
Farmers and Artists Fairs once a month

Sometimes, it’s the Little Things Sensory Marketing
Bounce Sheets in the Air Vents of Laundry Rooms or Closets
The old popcorn trick
Use something tasteful for scents, but not too strong, and not too cheap
Try giving them applications at the start of the tour
Turn on the shower
Got room for a glider on your balcony or patio? Go for a sit!
Pet Candles – about $6- can neutralize the smell of neighboring units next to the Model!

“ If I only had the Nerve…” Try something new
Give me your tired, your poor…
EXCUSES.
“ They’ll never let us do that”
“ It’s not in the budget”
“ We already tried that”
“ That will never work”
“ Corporate will just say no”
“ That just doesn’t work in the real world”

We’ve Always Done it That Way…
“Tried and true” can become “Tired and BOO” if not reexamined from time to time.
Sometimes, it’s okay to start over.

NOW LEASING!!!! – wow.
Now Renewing All Leases!
Now Accepting New Neighbors!
Best Homes, Best Team, & The Best Value in Town!
Great Neighbors and Great Views!
Simplify Life at BTLD Apts!

Zany Schemes …that just might work
An employee in an ELVIS costume
Coffee Sleeve Marketing
Become a Bike Route Break
Kids Car Washes
Commuter Breakfast
Neighborhood Scavenger Hunts for Prospects

Sure it’s out there, but it works…
Essex Property Trust’s the Joule, a Lease Up in Capitol Hill has a great campaign going right now – Sidewalk Tattoos done by pressure washing with stencils!

What’s Marketing Without a Little Sparkle?
Reworking your Copy vocabulary
Trying a New Plan
Brainstorming with your whole team, not just your office team
Taking a risk

There really is No Place Like Home
And it’s your job to convince them that there’s no place like the home YOU’RE offering them!
Any Questions?

Heather Welcomes Contacts and Questions!
Email – [email_address]
Twitter - @Artchickhb or @BTLDTips
Facebook – www.facebook.com/heather.blume
BTLD Fanpage – www.facebook.com/BTLDConsuting
LinkedIn – www.linkedin.com/in/heather.blume
Blog – www.behindtheleasingdesk.com
Homepage – www.btldconsulting.com
Phone – 785.410.7385

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Recessions, Concessions, and Marketing - OH MY!

by Heather Blume on Apr 22, 2010

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