Uploaded byJerry Perezchica
Arizona Project Review
This document provides an overview and marketing strategies for properties in Arizona. It highlights aspects of Arizona that appeal to residents like outdoor activities and growing tech sector. It also outlines inspiration for reimagining amenity spaces. The document discusses positioning the properties and capturing leads through a landing page, signage, and promotions. Marketing strategies include search engine optimization, social media, and pre-leasing through public relations.
Arizona Project Review
- 1. ARIZONA OVERVIEW January 11,2012 Shaping the Metropolitan Experience Delivering premium value through incredible properties, people and processes
- 3. 3 ARIZONA HIGHLIGHTS • OutdoorLiving & Art • Spring Training • Outdoor Hiking/Fitness Minded • Growing Technology Sector • Green/Solar • University/Grad Students & Faculty • Urban Positioning • Re-Imagine Amenity Space
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- 7. 7 SMUGMUG – IMAGESHARING
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- 31. ARIZONA OVERVIEW January 11,2012 Shaping the Metropolitan Experience Delivering premium value through incredible properties, people and processes
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- 34. 34 MARKETING STRATEGIES • Positioning/CreativeBrief • PR Strategy • Naming • eStrategy • Pre-Leasing
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- 38. 38 PR STRATEGY Purpose # 1Goal - To get additional deals Sustain buzz in the investment community about new developments from Land acquisition to Grand Opening Audiences • Real estate investment community • Key local political figures • Potential future residents • Market Associates
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- 41. 41 NAMING • Naming – SEO – Micro neighborhoods Community NamingSEO POV - Archstone -- 12/2011 In naming new acquisitions and developments, there is an opportunity to name each unique community in such a way that it has potential benefits from an SEO perspective. The purpose of this document is to provide recommendations and SEO advice for how to best leverage these naming opportunities for SEO success with new acquisitions and developments. Generally speaking, we recommend incorporating the brand “Archstone” into the name of each community. Including “Archstone” will help increase presence for any branded search queries. For example, many users will search for “Archstone Denver” even if the community is named something entirely different. Users are more likely to search for “Brand + geo market” as opposed to remembering a specific community name. Therefore, incorporating the brand into the community name helps solidify the specific community level page in the search rankings.
- 42. 42 CHANDLER EXAMPLE Average monthlysearch volumes: Chandler apartments 27100 Fox Crossing apartments 590 (nearby, good connotation?) All generic terms (google results across the country): Uptown crossing apartments 0 Uptown village apartments 480 Village crossing apartments 1000 We like Archstone + submarket, obviously. 2nd preference would be Archstone + <name> at <location> ( i.e. Archstone Toscano at West University, Archstone Uptown Village at Chandler)
- 43. 43 E-STRATEGIES • SEO/Organic • ILS& Craigslist • PPC • Integrated Social Channels
- 45. 45 FIVE FACTS TOBANK ON IN 2012 • Face of Facebook is Changing. Again. • Google+ is Not Going Away • Paid & Earned Media Work Best Together • Social is Mobile and Mobile is Finally Social • Move Fast or Move Out of the Way Advertising Age: Five Facts to Bank on in 2012 (January 2, 2012)
- 46. 46 PRE-LEASING • Pre-Leasing – Landing Page – ContactCapture – Break Out Signage – PR & Promotions
- 47. 47 RE-IMAGINE THE POSSIBILITIES • Amenity Spaces • Outdoor Living & Art • Apartment Finishes • Positioning & Stories • PR & Promotions • E-Strategies • Pre-Leasing
- 48. ARIZONA OVERVIEW January 11,2012 Shaping the Metropolitan Experience Delivering premium value through incredible properties, people and processes