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Selling The Sizzle Webinar

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Gain insight into how you can position your community to give prospective renters a unique lifestyle experience.
Learn how to:
* Leverage a Full Stack Marketing approach to create an emotional connection.
* Effectively create a brand message that will resonate with your prospects.
* Use strategic, targeted content that communicates your brand.

Presenters include:
* Steven Ozbun, LeaseLabs
* Dana Pate, Matrix Residential
* Sparkle Allen, First Communities
* Lynn Klug, Greystar

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Selling The Sizzle Webinar

  1. 1. May 8-10, 2017 Huntington Beach, CA JOIN AIM NEXT YEAR
  2. 2. Understanding the Current Marketing Marketplace Steven Ozbun
  3. 3. How Social Are We?
  4. 4. Meet MEVO
  5. 5. Effectively Communicating the Brand Dana Pate
  6. 6. LET’S BE REAL Profile Photo Tagged Photo
  7. 7. LET’S BE REAL Pinterest #PinterestFail
  8. 8. CASE STUDY ONE: SOLARIS KEY
  9. 9. SETTING THE STAGE Background: • 426 units • Clearwater, FL • Concept: TRUE RESORT LIVING
  10. 10. EYES ON THE TARGET Target Demographic: • Age: Late 20s-Mid 30s AND Early 50s-Mid 60s • Occupation: Healthcare, Military & Retired • Average Household Income: $80-120K
  11. 11. GET INSPIRED
  12. 12. THE BRAND
  13. 13. CASE STUDY ONE: SOLARIS KEY BEORE MARKETING THE LIFESTYLE
  14. 14. IMAGERY = REALITY
  15. 15. AMENITY ACTIVATION BEORE
  16. 16. AMENITY ACTIVATION BEORE
  17. 17. AMENITY ACTIVATION: GROUP & PERSONAL FITNESS BEORE
  18. 18. AMENITY ACTIVATION: EVENT STYLIST BEORE
  19. 19. PROMOTIONAL ITEMS BEORE
  20. 20. PROMOTIONAL ITEMS BEORE
  21. 21. GEOTARGETED ADS BEORE
  22. 22. RESULTS True Demographic: • 48.32% Male | 49.87% Female • Relationship Status: 42.65% single | 30.15% married 5.67% divorced/separated | .09% widowed • Occupation: 14.05% retired/unemployed 12.19% healthcare | 8.06% professional • Age: 34.47% 26-37 year old category • Average Household Income: $103.254
  23. 23. RESULTS BEORE Leased at $1.63 ft2 VS Submarket’s $1.40 ft2 80% 84% Occupied Leased
  24. 24. CASE STUDY TWO: STACKS ON MAIN BEORE
  25. 25. SETTING THE STAGE Background: • 268 units • Nashville, TN • Concept: BE EAST NASHVILLE
  26. 26. TARGET MARKET Target Demographic: • Age: Mid 20s-Early 30s • Occupation: Healthcare, Arts & Entertainment, University Affiliation • Average Household Income: $65-95k
  27. 27. GET INSPIRED
  28. 28. THE BRAND
  29. 29. CASE STUDY TWO: STACKS ON MAIN MARKETING THE LIFESTYLE
  30. 30. CUSTOM PHOTOGRAPHY
  31. 31. CUSTOM PHOTOGRAPHY
  32. 32. NEIGHBORHOOD-CENTRIC VIDEO SERIES
  33. 33. ORIGINAL MURAL WORK
  34. 34. FOCUS ON THEIR “KIDS”
  35. 35. SHOW PROGRESS: TIMELAPSE VIDEO
  36. 36. SHOW PROGRESS: DRONE TECHNOLOGY
  37. 37. TEASER CAMPAIGN You don’t always have to be so obvious. •28k sq. ft. perimeter = $225 •30 day campaign
  38. 38. TEASER CAMPAIGN
  39. 39. SOCIAL ENGAGEMENT Where is your audience? • East Nashville Closed Group on FB • 26,300+ Members
  40. 40. SOCIAL ENGAGEMENT
  41. 41. SOCIAL ENGAGEMENT
  42. 42. RESULTS • 8.58% CTR • $2.13 Avg CPC
  43. 43. RESULTS • Branded Search Term on the Rise
  44. 44. RESULTS So far… • 455 leads in 60 days • 10 leases in first 15 days of hard-hat tours • Set aggressive goal of 70 leases before Sept. 1 move-ins • Leased at $2.05 ft2 = Submarket’s $2.05 ft2
  45. 45. THINK OUTSIDE THE BOX
  46. 46. Content Marketing That Communicates Your Brand Sparkle Allen
  47. 47. Content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. -Demand Metric
  48. 48. CONTENT STRATEGY
  49. 49. CONTENT STRATEGY consistent high-quality content
  50. 50. CASE STUDY: PEPSI With fickle consumers, strict industry requirements, and a tough economy, Pepsi needed a way to continuously engage their millions of fans, spread across 70 global markets, as well as find and grow more customer segments. In Other Words… They Needed To Sell The Fizzle
  51. 51. CASE STUDY: PEPSI
  52. 52. CASE STUDY: PEPSI The Results 89% increase in monthly page view growth 38% increase in monthly visit growth since launch +22x boost in social traffic
  53. 53. CONTENT STRATEGY your audience
  54. 54. CAPTIVATE
  55. 55. Tesla Motors has no advertising, no ad agency, no CMO, no dealer network. And that’s no problem. -Advertising Age CAPTIVATE
  56. 56. CAPTIVATE
  57. 57. CONTENT STRATEGY Build a community of true fans and evangelists
  58. 58. COMMUNITY
  59. 59. COMMUNITY
  60. 60. 1. Made a mundane cycling exercise seem extraordinary 2. Tapped on the idea of collective experience 3. Instructors are more than just that – they are also entertainers, role-models and friends 4. Created a strong community via their website and social media 5. Had a strong story to tell, and told it consistently COMMUNITY
  61. 61. COMMUNITY
  62. 62. CONTENT STRATEGY your audience into paying customers
  63. 63. CONVERT
  64. 64. CONVERT
  65. 65. Starbucks gross revenues jumped by $740 million, or 18 percent, from $3.82 billion in the 2014 fiscal year to $4.56 billion in the 2015 fiscal year. CONVERT
  66. 66. IN CLOSING “That’s what makes great products. It’s not process, it’s content.”
  67. 67. THANK YOU J

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