Marketing for the Moments That Matter Most for Apartment Shoppers

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A look at how apartment hunters are shopping today and what property owners and apartment marketers can do to better align their marketing to reach more prospects, invest in the right advertising channels, and close more of the traffic that comes into their property websites.

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  • Options: Google / An ILS / Craigslist / Facebook / Offline
  • Marketing for the Moments That Matter Most for Apartment Shoppers

    1. 1. Marketing for the Moments That Matter Most to Apartment Shoppers @30lines // #wtc2016
    2. 2. Discussion at: #wtc2016 Send tweets and coffee to: @30lines
    3. 3. QUESTION
    4. 4. If you needed to shop for an apartment today, where would you start your search? @30lines // #wtc2016
    5. 5. 🤓 For Today • Understand how prospects shop for apartments today • Identify relevant marketing strategies that align with this process • Give you tools and tips to convert more leads into renters @30lines // #wtc2016
    6. 6. How do people shop? @30lines // #wtc2016
    7. 7. Micro-Moments? @30lines // #wtc2016
    8. 8. You may have heard… • I Want To Know • I Want To Go • I Want To Do • I Want To Buy @30lines // #wtc2016
    9. 9. But is this how we shop for apartments? @30lines // #wtc2016
    10. 10. Ish. ¯_(ツ)_/¯ @30lines // #wtc2016
    11. 11. 10.7The average shopper uses 10.7 sources of information to make a buying decision. @30lines // #wtc2016
    12. 12. @30lines // #wtc2016
    13. 13. Renter’s Journey? Search Process? Marketing Funnel? @30lines // #wtc2016
    14. 14. #AptWeb
    15. 15. Get prospects into *your* marketing early and often. 👊 ACTION: @30lines // #wtc2016
    16. 16. Align your marketing with the 4 Ls @30lines // #wtc2016
    17. 17. EXTEND YOUR REACH #AptWeb LOOK LEARN LEASE
    18. 18. The process looks more like: #AptWeb What we want the search process to look like What the search process actually looks like @30lines // #wtc2016
    19. 19. Be the best answer. @30lines // #wtc2016
    20. 20. #AptWeb 🔎 LOOK @30lines // #wtc2016
    21. 21. “I’m moving to a new town!” PROSPECT #1: @30lines // #wtc2016
    22. 22. #AptWeb Intent: “I want to see my options.” Success looks like: “This list is a good start.” Next step: Research neighborhoods and possible properties to contact. AD ILS ILS ILS CL APT @30lines // #wtc2016
    23. 23. Individual property results are probably the wrong answer here. INTENT: See my options @30lines // #wtc2016
    24. 24. Your corporate portfolio site is your biggest asset. 👊 ACTION: @30lines // #wtc2016
    25. 25. @30lines // #wtc2016
    26. 26. 34.6%Average opt-in rate from property search @30lines // #wtc2016
    27. 27. 34.6%Provide their contact information *BEFORE* they’ve seen a single property! @30lines // #wtc2016
    28. 28. 👊 ACTION: Use email and social to lead prospects down the path to their perfect place. @30lines // #wtc2016
    29. 29. “I need a place closer to work.” PROSPECT #2: @30lines // #wtc2016
    30. 30. #AptWeb Intent: “Still looking for options.” Success looks like: “Find places I might want to see” Next step: Research individual properties, possibly schedule tours ILS ILS ILS APT #wtc2016
    31. 31. #AptWeb Intent: “Still looking for options.” Success looks like: “Find places I might want to see” Next step: Research individual properties, possibly schedule tours @30lines // #wtc2016
    32. 32. 👊 LOOK | ACTION: • Corporate site and branding • Content for unbranded searches • ILS remarketing • Offline events and sponsorships • Get prospects into your marketing @30lines // #wtc2016
    33. 33. EXTEND YOUR REACH #AptWeb 🤓 LEARN @30lines // #wtc2016
    34. 34. “Ooh, I need to check that place out.” @30lines // #wtc2016
    35. 35. #AptWeb Intent: “See what others think of this place Success looks like: “Yay or nay?” Next step: Contact the property, or possibly cross it off the shortlist AR ILS ILS APT YELP VID #wtc2016
    36. 36. If you get them this far, don’t lose them! #AptWeb 👊 ACTION:
    37. 37. #AptWeb
    38. 38. 4.3%Mobile Opt-In Rate @30lines // #wtc2016
    39. 39. 3XMore leads from the same amount of traffic! @30lines // #wtc2016
    40. 40. #AptWeb Use landing pages to reel prospects in @30lines // #wtc2016
    41. 41. Social media? @30lines // #wtc2016
    42. 42. Shopping on social …looks like this. @30lines // #wtc2016
    43. 43. …or like this. @30lines // #wtc2016
    44. 44. Entire services exist for this @30lines // #wtc2016
    45. 45. @30lines // #wtc2016 Your new customer service hotline
    46. 46. #AptWeb Live Video Tours Photo courtesy JC Hart Communities @30lines // #wtc2016
    47. 47. • Photos/videos/VR need to be amazing • Build your neighborhood presence • Focus on reputation • Email nurturing • Search/social remarketing 👊 LEARN | ACTION: @30lines // #wtc2016
    48. 48. #AptWeb 🙌 LEASE @30lines // #wtc2016
    49. 49. What’s the right ask? @30lines // #wtc2016
    50. 50. Apply Now vs. Schedule a Tour @30lines // #wtc2016
    51. 51. @30lines // #wtc2016
    52. 52. This is why we get so many phone calls into our offices! @30lines // #wtc2016
    53. 53. Give a clear option that matches the prospect’s intent
    54. 54. Make it easy for prospects to take the next step @30lines // #wtc2016
    55. 55. Schedule a Tour: 90% show rate @30lines // #wtc2016
    56. 56. Test it for yourself. @30lines // #wtc2016
    57. 57. • Make the right ask • Use marketing to complement what leasing is already doing • Keep it easy for people to do business with you 👊 LEASE | ACTION: @30lines // #wtc2016
    58. 58. The 4th L? @30lines // #wtc2016
    59. 59. #AptWeb 😍 LOVE @30lines // #wtc2016
    60. 60. #AptWeb LOOK LEARN LEASE LOVE
    61. 61. Why reputation matters Data source: Apartminty @30lines // #wtc2016
    62. 62. 85% increase in traffic 196% increase in conversion rate 50 extra leads in one month 15 additional leases signed! Why reputation matters Data source: Apartminty @30lines // #wtc2016
    63. 63. Share the love • Ask for reviews and feedback • Identify advocates (surveys, apps) • Create more photo opps • Encourage social sharing @30lines // #wtc2016
    64. 64. Who needs coffee? #wtc2016
    65. 65. @30lines // #wtc2016
    66. 66. or @30lines // #wtc2016
    67. 67. @30lines // #wtc2016
    68. 68. • Get prospects into *your* marketing • Look > Learn > Lease > Love • Match your CTAs to prospect intent • Be the best answer 👊 ACTION @30lines // #wtc2016
    69. 69. Most of us aren’t built to market this way. INDUSTRY CHALLENGE: @30lines // #wtc2016
    70. 70. Your turn.
    71. 71. 30lines.com/wtc2016 👇 GET THE RESOURCES:
    72. 72. Let’s talk. Mike Whaling // 30 Lines 30lines.com 614.859.5030 @30lines // #wtc2016

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