Student Housing Marketing


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Student Housing Marketing

  1. 1. AIM 2010 <ul><li>Student Housing Marketing Insights and Best Practices </li></ul><ul><li>Casey Van Zandt </li></ul><ul><li>Paras Bhakta </li></ul>
  2. 2. Let’s Talk Gen Y!
  3. 3. Do you know Gen Y? <ul><li>Gen Y: </li></ul><ul><li>They are intelligent consumers </li></ul><ul><li>Gen Y & Z consider email old school </li></ul><ul><li>Trust peer recommendations </li></ul><ul><li>A large percentage do not trust advertisements </li></ul><ul><li>Primarily watch TV on the web </li></ul><ul><li>Watch videos on their phones </li></ul><ul><li>They do not search for the news the news finds them </li></ul><ul><li>They do not search for products and services, they will find them via social media </li></ul><ul><li>Listen First and Sell Second to Gen Y! </li></ul>
  4. 4. Gen Y Likes and Dislikes! <ul><li>Likes </li></ul><ul><li>Candid </li></ul><ul><li>Interest </li></ul><ul><li>Speaking their language </li></ul><ul><li>Lifestyle </li></ul><ul><li>Swag </li></ul><ul><li>Interactive </li></ul><ul><li>Dislikes </li></ul><ul><li>Staged </li></ul><ul><li>Boring </li></ul><ul><li>Trying too hard </li></ul><ul><li>Routine </li></ul>
  5. 5. Speaking their lingo? <ul><ul><li>Shorten words </li></ul></ul><ul><ul><ul><li>Perfect = Perf </li></ul></ul></ul><ul><ul><ul><li>Gorgeous = Gorg </li></ul></ul></ul><ul><ul><ul><li>Starving = Starv </li></ul></ul></ul><ul><ul><ul><li>Photoshopped = shopped </li></ul></ul></ul><ul><ul><ul><li>Swagger = Swag </li></ul></ul></ul><ul><ul><li>Overuse of “ish” and “ly” </li></ul></ul><ul><ul><ul><li>Ridiculous ly </li></ul></ul></ul><ul><ul><li>Word “combo” </li></ul></ul><ul><ul><ul><li>Understanding & Agreement </li></ul></ul></ul><ul><ul><ul><li>= Understandment </li></ul></ul></ul><ul><ul><ul><li>Giant & Enormous </li></ul></ul></ul><ul><ul><ul><li>= Ginormous </li></ul></ul></ul><ul><ul><li>Give words new meaning </li></ul></ul><ul><ul><ul><li>Wicked = really, very, extremely </li></ul></ul></ul><ul><ul><ul><li>Sick = crazy, cool, insane </li></ul></ul></ul><ul><ul><ul><li>Rut ro = uh oh (in scooby doo language) </li></ul></ul></ul><ul><ul><li>Text language </li></ul></ul><ul><ul><ul><li>mfeo =made for each other </li></ul></ul></ul><ul><ul><ul><li>jk = just kidding </li></ul></ul></ul><ul><ul><ul><li>rdc = really don’t care </li></ul></ul></ul><ul><ul><ul><li>Facebook Bingo </li></ul></ul></ul>
  6. 6. Who is blogging for you? Remember today’s student is tomorrows renter! <ul><li>Hot New Gen Y Buzz Lingo </li></ul><ul><li>Vaguebooking - an intentionally vague Facebook status update that prompts friends to ask what's going on, or is possibly a cry for help. </li></ul><ul><li>No Stalk - Phrase used before one inadvertently says something that sounds stalkerish on Facebook. </li></ul><ul><li>That’s Crazy - It's the perfect response when you haven't been listening at all. Text hole - someone who texts on their cell phone in really inappropriate places, like movie theatres, concerts, plays, etc. </li></ul><ul><li>YouTube loop - When you go to watch a quick 30 second video on YouTube and regain consciousness hours later having jumped from interesting video to interesting video. Textalizer – a breathalyzer attached to your computer and/or cell phone whose sole purpose is to prevent you from sending messages. </li></ul><ul><li>Text mixing – when text messaging several people all at once and accidently sending the wrong text to the wrong person . </li></ul><ul><li>How do you keep up? </li></ul>
  7. 7. Words to Avoid w/ Gen Y <ul><li>state of the art </li></ul><ul><li>sparking anything </li></ul><ul><li>luxurious </li></ul><ul><li>fitness center </li></ul><ul><li>Resort style </li></ul>
  8. 8. Taking it all online Step one: listen first and sell second <ul><li>3 primary outlets to communicate with Gen Y: </li></ul><ul><li>Social Media: Facebook added 100 million users in less than 9 months. </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Text Marketing </li></ul><ul><ul><li>Tips: </li></ul></ul><ul><ul><ul><li>Remember you are not an advertiser on social media </li></ul></ul></ul><ul><ul><ul><li>Social media is showing your residents the lifestyle and hype they can expect when they choose your community. </li></ul></ul></ul><ul><ul><ul><li>Successful companies in social media act more like party planners, content providers, and entertain their fan base. </li></ul></ul></ul>
  9. 9. Leasing Gadgets
  10. 10. Branded YouTube Channel
  11. 11. You Tube Annotations
  12. 12. flickr
  13. 13. Facebook Landing Page
  14. 14. App store Ipod Apps hit 1 billion in 9 months
  15. 15. Recap <ul><li>Take the time to continue to educate yourself on Gen Y consumers </li></ul><ul><li>Keep your materials fresh, fun, and edgy </li></ul><ul><li>Always speak their language in all advertising mediums </li></ul><ul><li>Use a Gen Y (student worker) to head up social media </li></ul><ul><li>Use creativity in communication outlets </li></ul>
  16. 16. Online Marketing Case Study & Components of a Marketing Plan
  17. 17. Case Study - Facebook <ul><li>Content for last 60 days: </li></ul><ul><li>Coachella Ticket Give-Away! ($600) </li></ul><ul><li>Momentum Surfboard ($700) </li></ul><ul><li>Food Truck with Secret Password “stuho” ($500) </li></ul><ul><li>BRAND BUILDING & WORD OF MOUTH!!! </li></ul>
  18. 18. Facebook Case Study (cont)
  19. 19. Facebook Case Study (cont) <ul><li>The Stats (Results), week of giveways: </li></ul>
  20. 20. General Marketing Plan <ul><li>Facebook </li></ul><ul><li>Google Adwords </li></ul><ul><li>Daily Trojan (Student Newspaper Online Edition) </li></ul><ul><li>Craigslist Posting Tips – (Handout) </li></ul><ul><li>Student Organizations Online Collaboration </li></ul>
  21. 21. Site Traffic Analysis <ul><li>Paid Advertising (Goog Adwords, Daily Trojan) </li></ul><ul><li> 63% </li></ul><ul><li>Social Media (Facebook) </li></ul><ul><li> 22% </li></ul><ul><li>Organic Results: Google, Yahoo, Bing </li></ul><ul><li> 15% </li></ul><ul><li>SOURCE: Google Analytics Coding </li></ul><ul><li>In addition to Craigslist @ </li></ul>