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South Florida Apartment Marketing


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http://www.rockstarlifestyledesign - South Florida apartment marketing presentation given at SEEFA workshop. Showcasing SEO, social media and video marketing strategies for property managers and housing professionals.

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South Florida Apartment Marketing

  1. 1. Using SEO + Social To Create A Rock Star Brand
  2. 2. Who Is This Guy?
  3. 3. What Are We Going To Suffer Through For The Next 45min? <ul><li>More social media - some YouTubin, some blogging and some more weird names </li></ul><ul><li>Really bad slide design </li></ul><ul><li>How to get back to basics with SEO </li></ul><ul><li>How to get everyone on your team on board doing little things everyday </li></ul><ul><li>Some cool stuff to tell your kids about tonight at dinner </li></ul>
  4. 4. Why Are You Here Today?
  5. 5. You Really Only Have 2 Reasons To Be Online
  6. 6. to keep current residents happy
  7. 7. to attract new residents / customers
  8. 8. Let’s Start With Keywords
  9. 9. Go Wide and Go Deep (aka longtail searches)
  10. 10. Keywords With A Location <ul><li>Tamarac apartments </li></ul><ul><li>Tamarac rentals </li></ul><ul><li>Tamarac apartments for rent </li></ul><ul><li>Woodmont apartments (rentals) </li></ul><ul><li>Sunflower apartments </li></ul><ul><li>Tamarac rooms for rent </li></ul>
  11. 11. Look At Your Competition <ul><li>Google these terms </li></ul><ul><li>Who is your competition online (may be different than offline) </li></ul><ul><li>Use tools like Compete and Alexa to gauge the sites traffic </li></ul><ul><li>Check out sites like YouTube, Facebook and Twitter for same search terms </li></ul>
  12. 12. Your Competition Is Less Than You Think
  13. 18. what does social media have to do with this?
  14. 21. does this work for local search too? um, yes!
  15. 23. Use Social To: Drive Search Drive Lead Generation Be Personal Again
  16. 24. How Are You Collecting Leads? <ul><li>Email leads (Aweber, MailChimp, etc) </li></ul><ul><li>Call-ins (tracking numbers) </li></ul><ul><li>SMS (texting - college students, young adults) </li></ul><ul><li>Social Media Friends / Inquiries </li></ul><ul><li>Inbound / Outbound </li></ul><ul><li>Landing Pages (Squeeze Page?) </li></ul>
  17. 26. so, let’s get social
  18. 27. let’s answer some questions.. <ul><li>What are you the best in the world at? </li></ul><ul><li>Why is your development “cool?” </li></ul><ul><li>What’s around? </li></ul><ul><li>What are some amenities? </li></ul><ul><li>What do your best residents say? </li></ul><ul><li>What are the features / benefits? </li></ul><ul><li>What is life like at your complex? </li></ul>
  19. 28. now, let’s start creating content… <ul><li>Blogs </li></ul><ul><li>Videos </li></ul><ul><li>Social Networks </li></ul><ul><li>Article Directories </li></ul><ul><li>Press Releases </li></ul><ul><li>Podcasts </li></ul><ul><li>Press </li></ul>
  20. 29. Blogs Are #1
  21. 30. Why Blog? <ul><li>Google loves them </li></ul><ul><li>Interaction, feedback, transparency </li></ul><ul><li>Give people a reason to come back and pay attention </li></ul><ul><li>It’s fresh </li></ul><ul><li>Engage multiple senses </li></ul><ul><li>Engage multiple audiences </li></ul>
  22. 31.
  23. 32. Recent Blog Posts <ul><li>Lansing Frost Fest </li></ul><ul><li>UGG Boots </li></ul><ul><li>Lost: The Final Season </li></ul><ul><li>Smart Phones </li></ul><ul><li>Easy Pizza Recipes </li></ul>“ They engage current residents, talk about the community, events, happenings and things going on at the Clubhuse”
  24. 33. What Can You Blog About? <ul><li>Events </li></ul><ul><li>Community News (good + bad) </li></ul><ul><li>Community Member Of The Week / Month </li></ul><ul><li>Sales (furniture, food, etc) </li></ul><ul><li>Referral specials </li></ul><ul><li>What else… </li></ul>
  25. 34. Video
  26. 35. J.C. Hart Apartment YouTube Channel
  27. 36. Video Marketing <ul><li>It’s a sensually engaging medium (seeing + hearing) </li></ul><ul><li>Plays to the medium that we are most used to relating to - the tv </li></ul><ul><li>Short videos are in line with attention span </li></ul><ul><li>How long is the average attention span of someone 12-35? </li></ul>
  28. 37. <ul><li>youtube = the king </li></ul><ul><li>the search bar on youtube is the number 2 search bar in the world! </li></ul><ul><li>more people search inside of youtube than they do on yahoo </li></ul><ul><li>great for branding (own channel) </li></ul><ul><li>great for SEO (owned by Google) </li></ul>
  29. 39. Video Is Actually Easy (and cheaper than you think) <ul><li>Talking Head Videos </li></ul><ul><li>Tours </li></ul><ul><li>Slideshows </li></ul><ul><li>Screencasts </li></ul><ul><li>PowerPoints with Voice - Overs </li></ul>
  30. 40. The Cheaper Part Both > $150
  31. 41. Tools For Video <ul><li>Editing = Windows Movie Maker and iMovie </li></ul><ul><li>Slideshows = Animoto </li></ul><ul><li>Record Your Screen = CamStudio, Jing Project, ScreenToaster </li></ul><ul><li>PowerPoint or Keynote </li></ul>
  32. 42. Distribute Your Video Online
  33. 43. SEO For Video <ul><li>Starts with the title </li></ul><ul><li>Title needs to be 64 characters or less and keyword rich </li></ul><ul><li>Find keywords at Adwords Keyword Tool </li></ul><ul><li>Next is the description -> first thing is the URL of where you want the person to go - next is a super awesome keyword loaded description - 150 characters or so </li></ul><ul><li>Tags - 6-7 long tail keywords </li></ul>
  34. 44. SEO For Video
  35. 45. SEO For Video
  36. 46. SEO For Video
  37. 47. Video For Your Community <ul><li>Resident Video Contests </li></ul><ul><ul><li>Testimonials + social proof </li></ul></ul><ul><li>Tours </li></ul><ul><li>Maintenance </li></ul><ul><ul><li>How to change light or your air filter, etc </li></ul></ul><ul><li>Household Info </li></ul><ul><ul><li>Product warranty’s, how to clean something </li></ul></ul><ul><li>How-To’s </li></ul><ul><ul><li>DIY furniture, kids activities, cooking, etc </li></ul></ul>
  38. 50. Facebook For Residents and Prospects <ul><li>Community Events </li></ul><ul><li>Photos (largest photo sharing site) </li></ul><ul><li>Residents connect and meet each other </li></ul><ul><li>Social proof that people like your community </li></ul><ul><li>News </li></ul><ul><li>Deals and specials ($4.99 pizzas) </li></ul><ul><li>Embed on other sites </li></ul>
  39. 51. Facebook Advertising
  40. 52. Target FB Ads By <ul><li>Location (all the way down to city) </li></ul><ul><li>Age range </li></ul><ul><li>Birthday </li></ul><ul><li>Sex </li></ul><ul><li>Keywords </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Language </li></ul><ul><li>Relationships, friends, connections, etc </li></ul>
  41. 53. Driving Traffic
  42. 54. What Can You Expect From Here… <ul><li>Nothing overnight </li></ul><ul><li>A good amount of work </li></ul><ul><li>Testing and improving </li></ul><ul><li>Willingness to try </li></ul><ul><li>Willingness to believe </li></ul>
  43. 55. What You Should Do From Here <ul><li>Read, Research and Think </li></ul><ul><li>Create A Plan </li></ul><ul><li>Decide what your goals are, or at least what you want to accomplish vs. what is possible </li></ul><ul><li>Try something that can be measured </li></ul><ul><li>Ask questions and monitor your niche / industry </li></ul>
  44. 56. Rock Star Business Series <ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>SEO </li></ul><ul><li>Internet Marketing </li></ul><ul><li>Core Influence </li></ul><ul><li>Driving Traffic </li></ul><ul><li>Brand Management </li></ul>Seminar Special - $47 - for all 7 Video, 4 Workbooks
  45. 57. Questions, Ideas and Brainstorming greg rollett [email_address] (send an email or copy of slides)