Today's Renter
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How do you win the loyalty of the modern renter? We’re sharing the insights from Calzadilla and Kirkpatrick’s presentation with you so you too can learn how to win the loyalty of today’s consumer in a fast-paced, mobile world.
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Today's Renter
- 1. Today’s Renter … And how to win their loyalty
- 2. Mobile Mobile, mobile, mobile and why
- 3. Mobile, mobile, mobile and why? • Real-world tips on what you should be doing (now!) to cater to the mobile renter
- 4. Mobile, mobile, mobile and why? • Real-world tips on what you should be doing (now!) to cater to the mobile renter • Learn how renters engage on mobile platforms; what features they want, what prices are most searched for and more
- 5. Today’s Renter is “mobile”
- 6. How do Renters Engage?
- 7. How do Renters Engage? 3 Key Ways…
- 8. How do renters engage? 1. Location based search
- 9. How do renters engage? 1. Location based search 2. Viewing Photos
- 10. How do renters engage? 1. Location based search 2. Viewing Photos 3. Filters
- 11. How do renters engage? 1. Location based search 2. Viewing Photos 3. Filters • Most popular filters: • National • Some city highlights
- 12. Survey: How often do you use your devices?
- 13. 98% of renters used their mobile Device at least once a week in their home search
- 14. On-Site Mobile Traffic 2012 to 2013 • Desktop traffic increased by 10% • Mobile traffic increased by 275% • Tablet traffic increased by 75%
- 15. On-Site Mobile Traffic 2013 Mobile Analytics Summary • 2.6 Pages/Visit • Avg. Visit Duration: 2 minutes, 33 seconds • iOS Apple: 15% of total traffic
- 16. How to win renter loyalty?
- 17. How to win renter loyalty? Value their time. Engage them when, and how they want to engage you. Mobile.
- 18. Property Website Must haves for your property website
- 19. Property Website Essentials • Brand and Content Management • SEO structure • Optimized for mobile • Video Integration • Apply Online • Prospecting • Resident Access
- 20. Brand & Content Management
- 21. Search Engine Optimized Structure
- 24. HD Video Tours The Process 1. Script 2. Picking the TV Host 3. Lights, Camera, Action! 4. Video Editing 5. Market That Video
- 25. Prospect
- 26. Apply Online
- 27. Resident Access
- 28. Renter Loyalty An attractive, well designed website that can be found by search engines leads to a good user experience for prospective renters.
- 29. Renter Loyalty An attractive, well designed website that can be found by search engines leads to a good user experience for prospective renters. Convenient resident access 24/7 to pay rent, manage work orders and review renewal offers on a mobile optimized platform increases resident retention.
- 30. How to win renter loyalty?
- 31. How to win renter loyalty? Value their time. Your website expedites every step of the renter lifecycle. Create an essential website.
- 32. Lead Management Lead tracking and why asking "how did you find us?" won't get you the answer
- 33. NHMC OpTech – Top Tweets 37% of leads industry-wide are not followed up on. – @brentwilliams2
- 34. Lead Tracking • Lead Acquisition • Lead Management • Prospect Follow-up • Reporting
- 35. Lead Acquisition • Communication options • Web form – Data collection • Phone call (Local or Toll-free number options) • Email • Click-thru to website • Direct data entry (in-person visit)
- 36. Lead Management
- 38. Reporting • Analyze performance and conversions • New reporting paradigms
- 39. How to Win Renter Loyalty Adopting an online lead tracking and management solution with tools that facilitate guest card follow-up increases renter confidence in the sales process.
- 40. The new ILS landscape And predictions for the next 3 years
- 41. ILS prognostication • You’ll see more consolidation • New business models will emerge • A change of the guard • Power goes back to the Professional
- 42. You vs. Craigslist (round 5)
- 43. Craigslist and You What Happened? • Craigslist no longer supports common HTML tags and external images for all posts in the Housing section of the Craigslist website
- 44. Craigslist and You What Does this Mean? • All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings
- 45. Craigslist and You What Does this Mean? • All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings • The Posting Tool remains seamlessly integrated into your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads
- 46. Craigslist and You How is On-Site Responding? • To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool
- 47. Craigslist and You How is On-Site Responding? • To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool • Posting Tool’s built-in safeguards by making our text-only templates available at all times
- 48. Aftermath from the Storm • Start-ups angling to grab a piece of the apartment search market
- 49. Aftermath from the Storm • Start-ups angling to grab a piece of the apartment search market • Prospective renters still gravitate to Craigslist
- 50. Aftermath from the Storm • Start-ups angling to grab a piece of the apartment search market • Prospective renters still gravitate to Craigslist • Our competition is in the same boat
- 51. What’s the Plan?
- 52. What’s the Plan? • On-Site will focus on our relationships and partnerships with up and coming start-ups
- 53. What’s the Plan? • On-Site will focus on our relationships and partnerships with up and coming start-ups • Technology solutions for enhanced posting process (photo upload, links, etc.)
- 54. What’s the Plan? • On-Site will focus on our relationships and partnerships with up and coming start-ups • Technology solutions for enhanced posting process (photo upload, links, etc.) • Phone number tracking
- 55. What’s the Plan? • On-Site will focus on our relationships and partnerships with up and coming start-ups • Technology solutions for enhanced posting process (photo upload, links, etc.) • Phone number tracking • Posting templates that adhere to the new rules
- 57. Performance Impact Before • 10/1 - 11/5 • 310k visits • 240k unique visitors • 830k Page Views • 2.7 pages/visit • 2:26 avg visit duration • 72% New Visits
- 58. Performance Impact Before • 10/1 - 11/5 • 310k visits • 240k unique visitors • 830k Page Views • 2.7 pages/visit • 2:26 avg visit duration • 72% New Visits • Top referring sites for traffic • Google, Direct, Bing, Yahoo, SF Craigslist, Seattle Craigslist, Sacramento Craigslist,
- 59. Performance Impact After • 11/6 – 12/15 • 297k visits • 230k unique visitors • 844k Page Views • 2.8 pages/visit • 2:36 avg visit duration • 71% New Visits • Top referring sites for traffic • Google, Direct, Bing, Yahoo, Yelp, Trovit Before • 10/1 - 11/5 • 310k visits • 240k unique visitors • 830k Page Views • 2.7 pages/visit • 2:26 avg visit duration • 72% New Visits • Top referring sites for traffic • Google, Direct, Bing, Yahoo, SF Craigslist, Seattle Craigslist, Sacramento Craigslist,
- 60. How to win renter loyalty?
- 61. How to win renter loyalty? Establish a presence where your renters are searching and maintain a current toolset that adapts with the changing ILS ecosystem.
- 62. Home Buyer vs. Renter How a home buyer's behavior differs from a renter's
- 63. Differences • Decision cycle is longer • 6M before purchase • Fewer contacts • Complicated process • 5-7 year avg. time in a house • Ages tend to be 30+ • Patient (depends) Buyers
- 64. Differences • Decision cycle is longer • 6M before purchase • Fewer contacts • Complicated process • 5-7 year avg. time in a house • Ages tend to be 30+ • Patient (depends) Buyers Renters • Shorter window • 3-6 weeks • Many more contacts • Simpler process • 1-3 yr average time before move • 22+ • Impatient
- 65. Learn more Lead Management Property Websites AdBlast A C B On-site.com
Editor's Notes
- Todays agenda – 4 key things we will discuss:
- Todays agenda – 4 key things we will discuss:
- Mobile literally – and with regards to technology – tablets and smartphones. For example did you know that accordind to Nielsen: Nielsen estimates in its latest survey of American consumers that smartphones now account for around 64% of all mobile phones used in the United States and that 80% of Americans who recently bought a new phone bought a smartphone.
- Time is valuable and renters are engaged on their mobile platforms. Ensure the mobile user experience is captivating and you will capture people searching from their mobile devices.
- Time is valuable and renters are engaged on their mobile platforms. Ensure the mobile user experience is captivating and you will capture people searching from their mobile devices.
- Consistency Corporate identity matching Portfolio cascade (natural extension of the corporate brand) Customizable Elements Logos Color Palette Stock Photography Layout/Theme House analogy Layout is the architecture Theme is how you decorate, landscape, etc. Content is the furnishings Content Control Descriptions, Floor Plans, Photos/Videos, Amenities, Rent
- Context: Are your keywords local or global? What language are you targeting? Content: How optimized is your content for specific keywords? Structure: Is your content presented in logical order? Are you laying it out in silos or hubs? Do you have an optimized URL structure? Are your keywords in alignment with user logic? Is there scope to scale, if your business takes off? Links: Are your keywords a part of anchor text of internal links? Where are they placed on your page? How are they related to other content and links? How fast are you building external links back to your site? How consistently are you doing it? Navigation: Do your navigation links include keywords? Where are they placed? How much do they influence your on-page keyword density?
- Talk about a BAD user experience and tie it in to the UX talk from Wednesday Click Here for “Full Site” access… what? I don’t get the full site experience from my mobile device? “What a rip-off, I’m outta here!”
- Contact Form + Lead Tracking Phone Number Clear call to action Variety of communication options Resident Access (Resident Passport) Marketing site is the “brand” Easy resident registration and access
- Contact Form + Lead Tracking Phone Number Clear call to action Variety of communication options Resident Access (Resident Passport) Marketing site is the “brand” Easy resident registration and access
- Time is valuable and renters are engaged on their mobile platforms. Ensure the mobile user experience is captivating and you will capture people searching from their mobile devices.
- Time is valuable and renters are engaged on their mobile platforms. Ensure the mobile user experience is captivating and you will capture people searching from their mobile devices.
- Not only is this one of the most intriguing tweets of the conference, it’s also one of the most terrifying. Imagine that 37% percent of your entire pool of prospective renters are giving up and going elsewhere, because your community failed to follow-up with them. The failure to follow-up on a lead could be because a pen and paper guest card was lost or perhaps a less than honest leasing agent violated Fair Housing laws and purposefully chose not to follow up with a renter for any number of discriminatory reasons. In either case, the answer to this problem is simple: adopt an online lead tracking and management solution. On-Site offers lead tracking tools that allow guest cards to be completed online and then, to ensure follow-up, assigned to specific leasing agents.
- Overview of AdBlast Speak to the various scenarios and the mechanics behind prospect contact information data collection
- Tracking all inquiries and leads Time savings Quality of leads Filter and categorize leads Data Verification Who are they? Correct contact information? Inquiry matching to inventory
- Lead Nurturing/Promotion? Prioritization of Leads Call, Email, Text, Schedule in-person Tour or Appointment Community staff accountability and productivity monitoring Call Recording for training and quality assurance Conversions Invitation to Apply Online Convert to Online Application
- Speak to architecture and engineering investment/committment Show some of the motifs? Compare to Google Date Selector
- Self – explanatory New entrants will bring new ideas that challenge old pricing schemes and things seemingly “never going to change” will simply go away. New entrants will turn into leaders that will quickly become regulars at the table – CL Is no longer the behemoth we are all used to. These tools and options will bring power and choice – because competition is always good for the customer
- What Happened? Craigslist no longer supports common HTML tags and external images for all posts in the Housing section of the Craigslist website What Does this Mean? All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings The Posting Tool remains seamlessly integrated into your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads How is On-Site Responding? To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool Posting Tool’s built-in safeguards by making our text-only templates available at all times
- What Happened? Craigslist no longer supports common HTML tags and external images for all posts in the Housing section of the Craigslist website What Does this Mean? All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings The Posting Tool remains seamlessly integrated into your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads How is On-Site Responding? To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool Posting Tool’s built-in safeguards by making our text-only templates available at all times
- What Happened? Craigslist no longer supports common HTML tags and external images for all posts in the Housing section of the Craigslist website What Does this Mean? All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings The Posting Tool remains seamlessly integrated into your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads How is On-Site Responding? To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool Posting Tool’s built-in safeguards by making our text-only templates available at all times
- What Happened? Craigslist no longer supports common HTML tags and external images for all posts in the Housing section of the Craigslist website What Does this Mean? All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings The Posting Tool remains seamlessly integrated into your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads How is On-Site Responding? To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool Posting Tool’s built-in safeguards by making our text-only templates available at all times
- What Happened? Craigslist no longer supports common HTML tags and external images for all posts in the Housing section of the Craigslist website What Does this Mean? All Craigslist users, including On-Site Posting Tool users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings The Posting Tool remains seamlessly integrated into your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads How is On-Site Responding? To prevent users from having their ads blocked or ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool Posting Tool’s built-in safeguards by making our text-only templates available at all times
- Time is valuable and renters are engaged on their mobile platforms. Ensure the mobile user experience is captivating and you will capture people searching from their mobile devices.
- Time is valuable and renters are engaged on their mobile platforms. Ensure the mobile user experience is captivating and you will capture people searching from their mobile devices.