Video Marketing - Phil Schulz
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The document discusses how web video can be used to market multi-family properties in a cost effective manner. It outlines how production costs for web videos have decreased significantly with new technologies. Web video is a growing medium, with over 150,000 videos uploaded daily to YouTube alone. Research shows that web videos can drive traffic and sales for advertisers. The document provides tips for creating effective web videos and discusses distribution strategies through video indexing sites and aggregators to reach large audiences.
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Using Video to Transform Your Business and Improve ROI
Rewarded Video Advertising: How to Engage the Mobile Gamer
Rewarded Video Advertising: How to Engage the Mobile Gamer
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Not All Leads Are Created Equal
An exploration of the data about how different response channels behave once they make contact with the property. A growing body of knowledge suggests that consumers use different contact channels at different times in their buying consideration. These channels have their own best practices and implications. We’ll send you out on a high note with a better understanding of how to handle inquiries that come in by phone, email, chat, or other.
57 Channels (And Nothing On) – Marketing Channel
57 Channels (And Nothing On) – Marketing Channel
Overload It’s headline news when Google changes its algorithm, Facebook announces a location-based service or YouTube videos get added to search results. Marketers can spend the entire day sorting through blog postings on changes in marketing platforms, SEO tricks, SEM strategies, networks to join, new web sites to develop and online groups to monitor. Does any of it really matter?
We’re bringing back internet analyst-to-the-stars Greg Sterling to review some of his thoughts from 2010 and re-frame them. Greg will be on the hot seat sorting through the consumer marketing platforms he himself would use to market apartment communities. We’ve asked him to answer whether a particular novelty is useful or a fad, and to try to integrate his thinking into the realities of driving traffic in every season to a B/C portfolio.
Greg Sterling, President, Sterling Market Intelligence
How Response Channels Differ - Howard Tager
This document summarizes Howard Tager's presentation on generating and optimizing real estate leads from different online sources. It discusses TigerLead Solutions, a real estate technology company that generates over 50,000 leads per month. The presentation focuses on optimizing leads from Facebook and Craigslist by targeting demographics, keeping users engaged on-site, and refining quality metrics like contact data and return visits. Through testing and feedback loops, TigerLead improved new media leads to be on par with search engine leads in key metrics like valid contact information and return visits.
Retention Marketing and Profit Optimization
Tetention Marketing and Profit Optimization
Quantitative experts will frame and hopefully synthesize an understanding of how to properly integrate the costs of turnover with pricing optimization. Industry leaders will share information on variable and fixed turn costs, advertising strategies and when it might make sense to bite the bullet and let a resident go in favor of a projected rental increase. Readers of the AIM LinkedIn discussion group will recognize the discussion that started online and more fully considered in person.
- Richard Hughes, Vice President of Revenue Management, AMLI
- Doug Miller, President, Satisfacts
- Greg Lozinak, Chief Operating Officer, Waterton Residential
Resolving the Data Controversies - 3 Presentations
Resolving the Data Controversies
Since marketers started counting page views and clicks, owners, ILS sites, lead trackers, call centers and others have disagreed about where traffic comes from, what gets counted and what the implications are. We’re going to ask an owners who care about precision to address: persistent attribution errors, shifting definitions of metrics, and the structural problems inherent in using data from different sources to draw conclusions. Our hope is to end some of the whispering campaigns and get some clarity on at least some basic measures of advertising effectiveness and where the data should come from, and how analyzed.
- Darcey Forbes, Director of Marketing, Essex Property Trust
- David Seiler, Executive Vice President, Trinity Property Consultants
- Matthew Kilmurry, Director of Interactive Marketing, The Bozzuto Group
Innovations in Video Marketing - Stephen Foster
Innovations in Video Marketing
YouTube is the fourth-most searched site after Google, Yahoo and Bing. Presenters will update your knowledge of how videos are being produced, distributed and leveraged both to market apartment communities and to market the brands and the companies themselves. As a special bonus, professional actor and “super-Realtor” Stephen Foster from British Columbia will demonstrate his long-form, first person narrative videos that break all the rules and still sell real estate.
- Virginia Love, Vice President of Marketing, Waterton Residential
- Stephen Foster, Realtor, Macdonald Realty Victoria Inc.
Innovations in Video Marketing
Innovations in Video Marketing
YouTube is the fourth-most searched site after Google, Yahoo and Bing. Presenters will update your knowledge of how videos are being produced, distributed and leveraged both to market apartment communities and to market the brands and the companies themselves. As a special bonus, professional actor and “super-Realtor” Stephen Foster from British Columbia will demonstrate his long-form, first person narrative videos that break all the rules and still sell real estate.
Virginia Love, Vice President of Marketing, Waterton Residential
Stephen Foster, Realtor, Macdonald Realty Victoria Inc
Creating Excellent Property Photography
Creating Excellent Property Photography
Mike Miriello, creator of the Real Estate Photography podcast available on iTunes is going to photograph two Washington, DC-area properties and use them as case studies to walk through how good photography can be created, the tools to manipulate it, and how it can be syndicated and distributed. Mike will show us the power of imagery done right, and what to ask for from your photographers (or when you do it yourself.)
Mike Miriello, Principal, Miriello Photography and Producer of the Real Estate Photography iTunes Podcast
Local Referral Partnerships and Public Relations - 3 Presentations
Local Referral Partnerships and Public Relations
Innovators are breathing fresh life into local referral relationships using their Facebook pages like radio stations and broadcasting a mix of content and promotional messages. Portal strategies for local marketing have matured as a way to create a referral network that includes other local merchants. Presenters will put some zing into your thinking about how to use online tools to reinforce your local referral relationships and placement in local media.
-Mark Juleen, Vice President of Marketing, J.C. Hart Company, Inc.
- Jamie Gorski, Senior Vice President, The Bozzuto Group
- Lisa Trosien, Apartment Expert, ApartmentExpert.com
Marketing Tactics for Smaller Owners - 3 Presentations
I Work By Myself: Marketing Tactics That Work for Small Owners and Small Departments Small companies and single-member departments often struggle under the weight of their marketing choices and how to think about them in a structured way. Rather than present yet another marketing plan template, we’re asking innovative thinkers to come up with prescriptive plans to advise small companies and simply recommend time- and cost- effective tactics all at once. The focus of this session will be on delivering, ordered, contextual lists that are rank-ordered in terms of priority.
Matt Adler, Principal, Adler Development
Heather Campbell, Vice President of Marketing, Riverstone Residential
Bill Szczytko, Director of IT, Maryland Management
What the Customer Hears: True-Life Sales Phone Calls Gone Wrong (and Right) -...
What the Customer Hears: True-Life Sales Phone Calls Gone Wrong (and Right) -...Joshua Tree Internet Media, LLC
What the Customer Hears: True-Life Sales Phone Calls Gone Wrong (and Right) Forget the fact that only about half of the sales calls to a property ever get answered, this session will humorously explore what happens when prospects call or show up and they actually make contact with a leasing professional. While it’s fun to blame the advertising sites for lead quality, there are clearly opportunities for executives to pay closer attention to training and compliance in the sales organization. Presenters will discuss their own companies lead handling with real examples, and some of the steps they take to ensure that prospects have the best possible experience. This session will use playback of actual inbound prospect calls to frame the discussion. AIM 2011 Startup Competition - All Presenters
Presentations from contestants in the Apartment Internet Marketing Conference's 2011 startup competition. Rentmineonline.com took home the victor's trophy.
Search: The Big Picture - Danny Sullivan AIM 2010
The document summarizes recent developments and trends in search engines. It discusses how search is expanding beyond basic web pages to include verticals like news, shopping, video and books. It also describes how search results are becoming more personalized based on location and search history. Finally, it discusses challenges to Google's dominance in search and opportunities for other search and discovery tools to fill niches not addressed by traditional web searches.
Mobile, Local and Real-Time Search - Greg Sterling
Greg Sterling's keynote address to the 2010 Apartment Internet Marketing Conference on trends in Mobile, Local and Real-Time searching. aimconf.com.
Student Housing Marketing
The document discusses marketing strategies for attracting Generation Y (Gen Y) students to student housing. It recommends speaking Gen Y's language, using social media, mobile marketing, and peer recommendations. Specific tips include running contests on Facebook, using YouTube videos and apps, and collaborating with student organizations. Analytics showed that social media drove 63% of traffic to their site, while paid advertising and organic search each drove around 15%.
The Magic of Copywriting
This document provides best practices for search engine optimization (SEO) content development. It recommends using keyword research to focus each page on a primary keyword, and including the keyword in title tags, meta descriptions, H1 tags and body content. Pages should have a minimum of 200 words to provide sufficient content depth. User-generated content like blogs can exponentially increase content and build trust. Images and videos should include descriptive alt text, file names and captions to enhance optimization. The goal is to structure content around keywords in a way that is relevant to both human visitors and search engine spiders.
A Data-Driven Marketing Plan - Deanna Kawasaki
This document discusses how data-driven marketing can provide a competitive advantage. It notes that the volume of available data is growing exponentially, and the ability to understand, process, extract value from, visualize, and communicate data will be an important skill. The document then presents four case studies:
1) Focusing on basic call handling metrics like call answering led to a 70% increase in appointments for one company.
2) Analyzing payment trends helped direct effective marketing campaigns during economic shifts.
3) Profiling customer locations and demographics revealed opportunities to improve call volumes and sales in certain areas.
4) Call handling impacts conversion rates differently for various industries, so focusing on key call stages can improve outcomes.
Five Simple Rules to Avoid Marketing Failure
Five simple rules are presented to avoid marketing failure: 1) Consider changing your name if needed. 2) Tailor your marketing to your intended audience. Social media audiences can differ in demographics. 3) You are responsible for all content published under your name. Avoid trademark infringement. 4) Beware outsourcing marketing without oversight as rogue marketers may not represent your brand well. 5) Ensure any help you hire such as marketing firms understand your goals and represent your properties accurately.
Kari Warren - Marketing Initiatives That Didn't Work AIM 2010
The document discusses various marketing campaigns used by AvalonBay Communities, classifying some as "The Good", "The Bad", and "The Ugly". Subway and cinema advertising generated leads effectively but were costly per lead. Event sponsorships boosted brand awareness but few leases. Coffee promotions raised brand awareness at low cost but without immediate results. Fortune cookie and mall advertising campaigns failed to generate results due to inappropriate targeting and lack of tracking. Effective marketing requires strategy, testing, and tracking to specified benchmarks.
What Do I Know About Failure? - Jules Epstein, Primary Design
This document discusses failure in marketing and provides advice on how to minimize failure. It notes that failure is inevitable when testing new ideas, and failures can be due to either a bad idea or poor execution. Some examples of marketing failures are discussed, such as New Coke. The document recommends doing research on ideas and competitors, tracking results, cutting losses on failing ideas, and using a variety of media channels to minimize the risk of any single channel failing. The overall message is that failures will happen but they can be minimized through preparation, testing of ideas, and course correction when needed.
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Video Marketing - Phil Schulz
- 1. Marketing Multi-Family Properties with Web Video
- 8. DRIVE TRAFFIC AND SALES Source: Kelsey Group User View Study 2007 Source: Online Publishers Association, March 2006 24% Made a purchase 30% Consumers went to the store 55% Consumers visited the web site After Viewing an Internet Video 17% Clicked on a pop-up or text link 33% Used a search engine to get more information 40% Visited a Web site mentioned in the video 40% Clicked on one of the “related links” Action Taken From Viewing Online Video
- 11. WHAT MAKES A GREAT WEB VIDEO More Visuals: Add archival, pictures and graphics work, if it gives you a fun break from video speeches or gives the piece depth. Pacing is crucial: Whereas TV is a "lean back" experience, web video is "lean forward" and viewers are expecting to be constantly engaged. Web video must be well-paced or your viewer may click elsewhere. A strong story: Include a narrative, no matter the subject. The Grabber: Each video should include one insightful or personal shot or line; the hook, the grabber. People being real and personal: Not canned, overly scripted or over-prepped. Authentic messages are the key.
- 17. DISTRIBUTION THROUGH VIDEO INDEXING SITES
- 18. DISTRIBUTION THROUGH VIDEO INDEXING SITES
- 22. Thank You! Phil Schulz Director of Sales TurnHere, Inc. [email_address] 510.658.9292 x147 www.turnhere.com