Online marketing and advertising for the Apartment Industry

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Apartment Industry/Multifamily Industry Marketing and Advertising Strategies. Understanding the value of SEO and PPC using Property Solutions.

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Online marketing and advertising for the Apartment Industry

  1. 1. ONLINE MARKETING: FOCUS ON DATA, NOT DOLLARS
  2. 2. 3 AGENDA 01 THE PAIN Common pain points when trying to analyze your online marketing data 02 WHERE TO START Having the data that really matters at your finger tips 03 TRIED & TRUE The must-haves of any online marketing strategy 04 TAKE-A-WAYS 05 Q&A Top action items from expert panel in the industry
  3. 3. 4 THE PAIN Creating a strategy on a budget? Trying to engage more customers? Inability to measure marketing campaigns effectively? Lack of meaningful reporting across marketing tools? Lack of buy-in?
  4. 4. 5 LORI WEBB Biography Lori Valenti Webb oversees the marketing team at Associated Estates and is responsible for the planning, development and initiation of the property marketing strategies across the portfolio. Lori is directly responsible for the marketing and pre-lease success of the company’s 5 current lease up properties. Lori brings over 7 years of property management and marketing experience to her role at AEC. Prior to joining she worked for Riverstone Residential Group as the Regional Marketing Manager. She has been awarded National Achievers Awards and multiple other company awards. Lori is a licensed Real Estate broker in both North Carolina and California. She is passionate and innovative and brings a high-level of experience and perspective to her teams. Lori is dedicated to providing her teams the best resources possible, including the optimal return on investment. She holds a Bachelor’s Degree in English and Marketing from the University of Massachusetts, Boston.
  5. 5. 6 Biography Originally from Houston, Texas. Graduated from St. Edward’s University in Austin, Texas with a degree in Graphic Design. Began working as a designer in the marketing department at American Campus Communities. Moved up to Creative Marketing Coordinator overseeing a portfolio of 25 owned and 34 managed assets. Began working with freelance clients, local businesses mainly, to manage and direct their online presence. Hired by Ambling Management Company in August 2013 as Director of Online Presence. MIKE ROZELLE
  6. 6. 7 Biography Christine Millier holds the recently created position of Digital Marketing Manager for Monogram Apartment Collection. She is responsible for managing a wide range of online marketing programs for 35 stabilized communities and 12 new developments, including SEO, SEM, Google+/Google local, social media, multifamily ILS advertising and reputation monitoring. Christine has extensive knowledge of the Property Solutions platform—she designed, built and launched 280 community websites over the past two years, resulting in over 2 million unique visitors. Additionally, Christine participated in beta testing a number of new PSI products at her previous company, Laramar communities. Christine draws from over eight years of multifamily leasing, beginning at the site level. Her practical, hands-on approach combines extensive technical expertise with actionable, strategic practices. CHRISTINE G MILLER
  7. 7. 8 WHERE TO START Google Analytics? Leads & Leases Reporting? On-Site Staff Feedback?
  8. 8. Top Metrics • Overview • All traffic • Analyzing web activity by each traffic source • Demographics of site traffic • Analytics by region/market • Time on site • Pages visited • Referral traffic • Social interaction 9 GOOGLE ANALYTICS
  9. 9. LEADS & LEASES At First Glance • Define success by highest conversion rate sources • View 90 day trends • Optimize top down • 80/20 rule Manual Data Entry Source Leads Leases Conversion Rate 10 Yes RentLinx.com 2 1 50% No Apartment List 911 310 34% No realtor.com rentals 35 9 26% No MyNewPlace.com 48 12 25% No Rent.com 1331 302 23% No Craigslist 410 85 21% Yes AEC Property Website 1169 237 20% Yes Rentals.com 21 4 19% Yes YellowPages.com 6 1 17% No Apartments.com 1600 218 14% Yes ApartmentRatings.com 32 4 13% Yes Local Web Advertising 33 4 12% Yes Other Internet Source 1647 199 12% Yes Google Maps/Local Listing 703 71 10% No ForRent.com 994 97 10% No ApartmentFinder.com 374 35 9% No ApartmentGuide.com 2829 205 7% Yes Facebook 32 2 6% Yes Hotpads.com 37 2 5% No Zillow Rental Network 1244 60 5% Yes Yelp 30 1 3% Yes ApartmentShowcase.com 3 0 0% Averages 613 85 15% On 2nd Look • Half of the data is manual entry • Highest converting source only brought in 1 lease in 90 days • How do you hedge human error Filling the Gap • Importance of staff training • Compare apples to apples as much as possible • Educated decision
  10. 10. 1 1 TRIED & TRUE Consider five tried-and-true marketing strategies in the multi-family housing industry today. Whether you’re just getting started with these or you’re well on your way of perfecting them, learn more about what’s worked well for your peers in the industry.
  11. 11. Statistics • 1.28 billion monthly active users on Facebook • Average time spent on Google+ is 7 minutes per month • 78% of Twitter’s active users are on mobile devices • 50 million users signed up on Instagram in the last 6 months • 80% of Pinterest users are female • 6 billion hours of video is watched on YouTube per month Tips • Activity is key • Ideal ratio > 6 non-SEO posts to 1 SEO post per week • Quality “share-worthy” content that is entertaining, educational, and engaging • Images are re-shared 2x more than non-image postings • Always use geo-tagging for SEO purposes • On-site staff buy-in is a must 12 SOCIAL MEDIA
  12. 12. Monitor & Respond • 50 million businesses worldwide occupy a presence on Yelp • 96% of Yelp users across devices visit the site specifically for the ratings & reviews • A Harvard business school study found that even a 1-star rating increase on Yelp translates to a sales increase of 5% to 9% 13 REPUTATION MANAGEMENT
  13. 13. 14 ILS PRODUCERS Internet Listing Services Las Vegas Chicago Dallas Phoenix Los Angeles Aurora Atlanta Austin Denver Salt Lake City Orem Mesa ApartmentGuide.com Apartments.com Craigslist ForRent.com Rent.com ApartmentFinder.com MyNewPlace.com realtor.com rentals Apartment List ApartmentSearch.com LiveLovely Zillow Zillow Rental Network Rentals.com 4Walls.us RentBits.com RentCafe Rentwiki.com / RentAdvisor.com Vacancy.com ApartmentGuide Application ApartmentShowCase ApartmentSmart.com AptLivingGuide.com RentJungle.com Walk Score Legend: No Leads Less than Average Leads Average Leads Higher than Average Leads • There’s no one-size fit all ILS as indicated by the data above • Evaluate ILS results by market before cutting or adding ILS resources
  14. 14. 2.10 1.10 15 Real Results • CTR has improved 62% • Avg. ad position improved 9% Significant Advantages of PPC • Instant traffic • Highly targeted campaigns • Measurable results • Remarketing to all traffic Click-through-Rate & Avg. Ad Position Across Portfolio 1.48% 2.39% 1.89 1.72 0.10 3.00% 2.50% 2.00% 1.50% 1.00% Apr-14 May-14 Jun-14 Jul-14 CTR Avg. Position 30 342 48 362 600 400 200 0 Monthly Clicks Performance Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Varela Cantabria at Turtle Creek PAID SEARCH
  15. 15. SEO: HARNESSING THE POWER OF GOOGLE 166 3500 3000 2500 2000 1500 1000 500 • Arpeggio Property – 377 units • 1734% Increase in Organic Search Traffic Year-over-Year • 438% Increase in Guest Card Submissions Year-over-Year 3,045 8 43 50 45 40 35 30 25 20 15 10 5 0 0 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Before & After SEO: Arpeggio Organic Search Traffic Guest Card Submissions Start Pointing 16 SEO Services started Dec 2013
  16. 16. 17 Understanding Google’s Latest Change • Part 1 of a 6-part local search overhaul • US based Google test • Sample size of one billion searches needed • Local search intensifying in difficulty and skill PIGEON UPDATE
  17. 17. 1 8 TAKEAWAYS Putting the dollars behind the data. Key takeaways for today and what to watch for in the near future.
  18. 18. ROUTINE CHECK-UPS 19 201 0 STAFF TRAINING Educating your teams on how to properly key in a traffic source to help management make the best marketing decisions possible 201 1 DIVE RIGHT IN Getting more involved in the tried & true marketing tactics earlier than later. 201 4 TEST, TEST, TEST Hold your vendors and your strategies to the test. Test 1 or 2 new marketing tactics at a time. BUILDING BLOCKS Going back to the basics. Making sure you have your website, your social accounts, etc. all built-out BE FLEXIBLE Marketing landscapes change. Be flexible and adjust accordingly to survive. 201 4 Evaluate lead sources routinely. Fund what’s working more and reallocate what’s not. TAKEAWAYS FOR TODAY
  19. 19. 2014+ USER EXPERIENCE 2 0 2009 • Flyers • Balloons • Signage 2010 • Individual Property Websites • ILS’s 2011 2013 • Facebook • Twitter • Pinterest • Instagram • Foursquare OFFLINE “Stone Age” ONLINE “Presence Established” SOCIAL “Content Created” WEB VISIBILITY “Content Leveraged” “Engaging” • 360 Tours • Responsive Design • Mobile Apps • SEO • PPC • Reviews • Reputation Management ON THE HORIZON
  20. 20. Q & A 2 1
  21. 21. 22 SESSION FEEDBACK Text “Feedback” and your comments to 22333 or visit pollev.com/property

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