MDU 301 v3

©2016 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, DIRECTV, and all other DIRECTV marks contained herein are
trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners.
FINDING THE RIGHT
PROSPECTS
MDU 2016

Welcome
» 2015 Property Launches
» BULK: 20k units
» DTH: 62k units
»Top Performers
• BULK: Sky Satellite
» 15 properties – 3k units
• DTH: Direct Digital
» 30 properties – 6k units
Up 52%
YOY!

Overview
» MDU is Connected Communities
» Profitability
» Drive new leads
» Qualifying a lead
» Right of Entry agreements

Connected Communities

33M MDU Nationwide Units
Nationwide MDU Units
3M Wired Direct
1M Wired Indirect
29M Non Wired

Opportunity
» 34% of U.S. households are in MDUs
» 2016 New MDU housing starts forecasted up 5% to
480k
» DIRECTV technology allows MDU Dealers to be
profitable in any size property, anywhere in the
United States
» Key advantages for the PCO in the space

Connected Communities
» Direct
• Footprint
• Gigapower
» No dealer limitations
» Leads from Direct
Grow your business!

Targets
» Large MDU
• DIRECTV D2 Advantage
• Capital Intensive
• ROE Critical
• Double and Triple Play
Buildings > 24 units

Find high value opportunities
» What are you trying to accomplish?
• Bulk triggers
• Exclusive triggers
» Make the ask
» Selling points

Identify Profitable Properties
» How to select quality properties
• What are the demographics onsite?
• Is it owner occupied or renter occupied?
• Can you secure marketing rights?
» Uncover potential cost uplift & profit
blocks
• Is a post-wire required?
• Do they have separate home run wires for
video?
• How many competitive providers are on site?

Dealer Profitability
» Pre-filled with average dealer metrics
• ARPU, CSF, PPC, Net Gain, Pen, Churn, Package Mix
» Focus on metrics which have largest impact on
profitability
• Build-out Costs/Charges, Service-to-Base Ratio, Revenue Share,
G&A
» Service-to-Base ratio = (# of service calls/month) / (total subs)

5 Year Profitability Comparison (1k units)
Apartment vs Condo – DTH
Condo $371k
Apartment $200k
Service to Base Ratio - Bulk
2% $441k
6% $214k
Penetration - DTH
25% $216k
15% $129k
14
+86%
+106%
+67%

Lead Sources
» Prospecting
• Importance of prospecting
• When to prospect
• Guard your calendar
» Hunting and farming
• Effective prospecting
» Referrals
• Ask for more business
• They have more properties
• Who else do they know?
15

Lead Sources
» Networking
• Tradeshows
• Association participation
• Board activities
• Networking events
» Databases
• Nielsen Mapping Tool
• Multifamily Data
» Direct Leads
16

Relationship Building – What is your Social
Capital?
» You’re THE problem solver offering
solutions
» Face-to-Face Communication
» Performance

Prepping the Proposal
Sell a solution
Identify the problem Provide a solution that fits their needs
Manage expectations
Be a trusted advisor Set clear expectations
Educate the owner
Understand the technology
Understand finances &
opportunity positioning
Bring deliverables

Solution Selling
What
To Sell
D2
Advantage
MDU
Programs
Benefits
to the
Owner
Yourself
19

The ROE
» Become very familiar with the ROE
• Why the term is important for you and DIRECTV
• What can be changed and what can’t
• Ability to explain terms to the client and their
importance
» ROE protects your ability to gain subscribers
• Define exclusivity and marketing rights
• Can you hold events and door hang
• Think ahead!
» Be flexible
• You need ownership support

Keep Sales Moving
» Explain timelines
• Construction and ROE processing
• Customer requested completion times
• Be ready upon first occupancy
» Use the correct agreement
• Short Form
» No negotiation
» Simple terms
• Long Form
» Detailed rights
» Compensation provisions

Closing The Sale
» Follow up in timely manner
• Follow up weekly with on deals on the verge of
closing
» Request timeline for decision
• Place expiration dates on your bids and
reference them when closing
• Explain importance of a steady schedule
» Ask for the sale
• Don’t be afraid to ask
» Ask for more business
• When the deal is done, ask for another one
22

The Sales Cycle
» Limit the amount of properties with 12-18 month sales
cycles
» Set proper expectations with owner
» Have the right mix of properties
• HOAs
• REITs
• Portfolios
• Bulk
• Exclusive access
23

Summary
» Let’s grow the MDU space
• Millions of units with no systems
• DIRECTV installs 50k residential activations monthly in MDU
buildings
• More opportunities than ever
• Set goals and close sales!

trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective
owners.
Revolution Only Marketing Specials
» Visit the Marketing Booth in the Partner Expo
• Dedicated Marketing Specialists to help answer questions about marketing programs and resources
» Show Specials
• Return of the Studio Store
• 90% Co-op on Studio Store orders
• Spend $500+ and get free shipping
» Access Show Specials via the App
• 85% Co-op for one year of the Social Media Assistant service level
• 100% Co-op on events booked onsite through the Event Engine
•

trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective
owners.

MDU 301 v3

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