Hy.ly Suite: Marketing Automation for Multifamily
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The document discusses marketing automation tools and analytics for multifamily properties. It introduces the Hy.ly marketing suite, which includes tools for email marketing, tour scheduling, forms, and analytics. The suite aims to automate routine marketing tasks, promote best practices, and provide metrics to optimize performance across properties and regions. Examples show how the suite's tools and analytics can improve operations by nurturing leads, driving conversions, establishing benchmarks, and enabling data-driven management from the C-suite to the property level.
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Hy.ly Suite: Marketing Automation for Multifamily
- 1. 2016-03-011
- 2. Outline • Marketing Automation for Multifamily. Why? • Hy.ly Multifamily Marketing Suite • Questions 2016-03-012
- 8. Automation Example: Prospect Anniversary 2016-03-018 Anniversary – 60 days: Anniversary – 10 days:Anniversary – 30 days:
- 13. 2016-03-0113 Agent-Driven Funnel Automation-Driven Funnel Time wasted on routine tasks Routine tasks are automated Agents are spread too thin Agents focus on 1-on-1 relationships Agents don’t have time to gather 360 degree view of prospect. Intelligent actions triggered by user’s behavioral data from CRM + Email Behavior + Website Behavior + Tour Behavior Inconsistent Performance Consistent Performance across agents and across properties Individual styles prohibit Best Practices Automation promotes Best Practices Bottom Line: Inefficient, Inconsistent, Not Scalable Bottom Line: Nurturing & Conversion at Scale
- 14. Outline • Marketing Automation for Multifamily. Why? • Hy.ly Multifamily Marketing Suite • Questions 2016-03-0114
- 18. Hy.ly Tour Scheduler: Why? 1. Improved Experience 2. Save Costs 3. Drive More Tours Prospects want to • Self-schedule • Schedule Immediately (not wait for office to be open) • Schedule on their phone Savings: • For each community, 4 calls/day, 10 minutes per call, $15/hour agent costs, you save $300/month. Cost of Scheduler: • $79/month to $20/month At least 15% to 30% of calls happen outside office hours. In addition, many calls come in when agents are already touring the property. You get all those missed tours. 2016-03-0118
- 26. Templates: Customized for Multifamily • Templates to inform, convince and convert leads to leases • Templates are predefined to be mobile-first • Templates cover all common communication scenarios • Welcome and inform new prospects • Engage and invite prospects to tours and events • Send special offers for floor plans, discounts and referrals 2016-03-0126
- 33. Big Data transforms Multifamily Operations • At Senior Levels, Multifamily Management is driven by Numbers • NOI, ROI, Occupancy Ratios • Surprisingly anecdotal at the leasing staff level • Who sends more leads? Apartments.com or Zillow? • Who sends more leases? • What is the Cost/Lead for Apartments.com vs Zillow? • What is the Cost/Lease? • Transform from top to bottom • COO • Regional Managers • Property Managers • Marketing Team 33 2016-03-01
- 34. Hyly Analytics: Architecture 34 Data Store Property #1 Property #2 … Property #N Dashboards Explorers Budget – Projected & Actuals Site Visits (Google Analytics) Contacts > Emails > Tours Lease Management System Resident Management System Custom 1. Source Data 2. Store & Summarize 3. Analyze 2016-03-01
- 35. Senior Management (COO) • Improve operations using hard data • Get your organization on the same page by using the same metrics from top to bottom. • Improve budgeting using ROI Analyzer 35 Sample Metrics Cost per Lease by ILS Cost per Lease by Ad Channel Cost per Lease for Branding Efforts Compare Leasing Metrics across Regions 2016-03-01
- 37. Regional Manager • Guide each property to better performance by establishing universal metrics across all properties. • Create friendly competition amongst properties to match and improve conversion ratios. • Share and establish best practices in each property to improve performance. 37 Sample Metrics Lead-to-Tours Ratio Tours-to-Lease Ratio Average timefrom Lead to Lease Compare Leasing Metrics across Properties 2016-03-01
- 39. Property Managers • Create reports for Property Owners that trend leads acquired, tours executed and leases signed. • Watch the same metrics that the COO and Regional Managers are watching. • Improve practices across the leasing staff to improve the universal metrics for the property. 39 Sample Metrics Lead Trends Leasing Trends Top Lead and Lease Sources Compare with Regional Benchmarks 2016-03-01
- 41. Marketing Managers • Analyze the website visitors to lease funnel • Website Users • Contacts Submitted • Emails Opened • Tours Scheduled • Leases Signed • Develop Conversion Benchmarks for each property • Improve Marketing Best Practices to apply to each property 41 Sample Metrics Website Visitor Trends Contacts Submitted Emails Sent, Opened & Unsubscribed Tours Scheduled 2016-03-01
Editor's Notes
- No Frustration: No call centers, no contact forms, no tentative scheduling.
- Do it Now: Mobile & Desktop Scheduling
- Improved Engagement: reminder emails, confirmation email, direction email
- Master Calendar for all scheduling