A couple weeks ago, I shared with you the first video I filmed for CORT in their Sofa Secrets series, a video-based educational program for apartment industry professionals. My second Sofa Secret is about using the Vine app for your apartment community...
Showing posts with label internet marketing. Show all posts
Showing posts with label internet marketing. Show all posts
Friday, April 11, 2014
Thursday, August 1, 2013
A Marketing Lesson from 6 Dollar Shirts
My cousin, Andrew, placed an order with 6 Dollar Shirts. This could have been your run of the mill Internet transaction until he received a game changer in his email box. He found an email that, among the thousands he receives in a week, was cool enough to send to his cousin Kate. Really people, this had to be an amazing email because I don't get emails from Andrew very often (not that I am upset, Cuz, I know you are a busy guy).
6 Dollar Shirts had already secured the sale, Andrew's credit card was approved and the shipment was on its way. Most businesses would stop there. The savvy marketers at this online retailer know there is more business to be earned. A simple, crafty, creatively worded email created a stir. Andrew shared with his friends at his office and now more people are aware of this company. This email tickled my marketing ear and now I am posting it on my Website blog for hundreds of thousands of people to read, okay maybe just a few hundred loyal readers. But really, this means something because before this email forwarded from my cousin, I had never heard of 6 Dollar Shirts.
Who else has told you that you look good today? Now go on, I dare you to check out www.6dollarshirts.com and buy the "Death before Decaf" tee shirt!
6 Dollar Shirts had already secured the sale, Andrew's credit card was approved and the shipment was on its way. Most businesses would stop there. The savvy marketers at this online retailer know there is more business to be earned. A simple, crafty, creatively worded email created a stir. Andrew shared with his friends at his office and now more people are aware of this company. This email tickled my marketing ear and now I am posting it on my Website blog for hundreds of thousands of people to read, okay maybe just a few hundred loyal readers. But really, this means something because before this email forwarded from my cousin, I had never heard of 6 Dollar Shirts.
Who else has told you that you look good today? Now go on, I dare you to check out www.6dollarshirts.com and buy the "Death before Decaf" tee shirt!
Tuesday, June 11, 2013
In Your Face Book
As an industry, we seem to be getting the age of Facebook all wrong. With a few exceptions, I'm seeing properties use their Facebook walls to post updates to their specials and prices. I just looked a property page and noticed that their last 6 posts were all telling me that they were having a "sale" on their two bedrooms.
If you did not "get it" in 2010, you are really going to struggle in 2013 and beyond. My friends, and Facebook friends (!), it is all changing. Have you noticed? Are you ready? Have you accounted for this in your marketing budgets? Why? Because the apartment industry is prime to take on a whole new position in social media. We are going to rent apartments, in real time, on Facebook.
What started out at a tool to broadcast yourself with fun updates and pictures of your recent vacation to make all your friends jealous, has turned into a real business tool. I was having breakfast with Craig Donato who has been developing Facebook Marketplace. I was curious to know why they picked the apartment industry as one of the top verticals they are targeting. His response was that our industry is one of the most active industries on Facebook. Craig feels that apartment industry has a lot of enthusiasm for building connections with residents, past residents and future residents. Honestly, for an industry who has never been to the first to arrive to the technology party, this was exciting to hear. But what does it mean?
Let's start to put this all together. Have you noticed that you have been receiving emails from residents sent via your Facebook page? Have you noticed how easy it is to upload photos of events at your apartment community? If there’s anything we’ve learned about Facebook, it’s that Likes don’t always translate to … well, likes. We’ve all Liked things to enter a contest, get a free meal, or out of pity for a friend’s new business. The key to Facebook success is engagement. Measure your success on how many people commented and shared your post. Don't let any comment or share go without your comment. This keeps the thread alive in the news feed.
Facebook is also a tool to help you understand the demographics of your customers. Most importantly, where do they hang out? What sports teams do they like? What hot restaurants are they visiting? How do they feel about current events? Where will they be this weekend? These answers and more will help you market to your customers in a very specific way. We can also celebrate the milestones, birthdays and anniversary's in their life through interaction on their wall. Bring all of this knowledge and engagement into your office and you have a modern view of today's customer.
If you did not "get it" in 2010, you are really going to struggle in 2013 and beyond. My friends, and Facebook friends (!), it is all changing. Have you noticed? Are you ready? Have you accounted for this in your marketing budgets? Why? Because the apartment industry is prime to take on a whole new position in social media. We are going to rent apartments, in real time, on Facebook.
Let's start to put this all together. Have you noticed that you have been receiving emails from residents sent via your Facebook page? Have you noticed how easy it is to upload photos of events at your apartment community? If there’s anything we’ve learned about Facebook, it’s that Likes don’t always translate to … well, likes. We’ve all Liked things to enter a contest, get a free meal, or out of pity for a friend’s new business. The key to Facebook success is engagement. Measure your success on how many people commented and shared your post. Don't let any comment or share go without your comment. This keeps the thread alive in the news feed.
Facebook is also a tool to help you understand the demographics of your customers. Most importantly, where do they hang out? What sports teams do they like? What hot restaurants are they visiting? How do they feel about current events? Where will they be this weekend? These answers and more will help you market to your customers in a very specific way. We can also celebrate the milestones, birthdays and anniversary's in their life through interaction on their wall. Bring all of this knowledge and engagement into your office and you have a modern view of today's customer.
Thursday, June 6, 2013
The Apartment Internet Marketing Video Awards
Last month, AIM 2013: The Art of Creativity, was pleased to announce the first-ever Apartment Internet Marketing Video Awards, sponsored by Capture the Market and Apartments.com. With video becoming a critical tool in the digital marketer’s arsenal for outreach, branding, lead-gen, training, SEO, blogging and more, it’s about time to applaud the achievements of the apartment industry within this unique and compelling medium.
A panel of three judges, Sarah Greenough, Isreal Carunungan and Sarah Milligan decided the winners in each category, and were judged on the basis of engagement, innovation, creativity, and technical merit. Finalists and the grand winners for each category as well as honorable mentions were announced at the AIM Video Awards presentation Huntington Beach, California.
I was more than honored to host this groundbreaking event. I am passionate about the use of video in the marketing mix. Prior to the event, Chris Wood with Linnell Taylor Marketing sat down to pick my brain on some pressing questions:
1) Kate, you're recognized as an apartment lease-up expert and multifamily marketing maven. Why do you think video has become a CRITICAL tool for today's digital marketer in the multifamily space?
Video marketing has increased our SEO rankings and that is important in today's marketing mix. We are seeing that the potential renter is spending more time watching videos too. I used to think we were doing well if we could get the viewer to watch up to 30 seconds, now we are seeing four plus minutes of viewership. This means that video has become a step in the decision making process and I honestly feel that if you don't have videos out there promoted in Social Media and your Websites (including mobile), you are missing an important sales opportunity. Simply put, it you want your video to work for you, you have to get it posted on Facebook, Twitter, Pinterest, LinkedIn and Craigslist.
2) And what makes for great marketing video? We've heard you are a big fan of the "peep show" MINI and Dollar Shave Club videos. What do you think makes them so compelling to consumers?
Yes, those are my two favorite videos. I just saw the Dollar Shave Club video as a commercial on cable TV. I guess their business is growing! And to think, it all started with the launch of a killer video on Twitter. These videos work because both were totally unexpected. One was uber funny and the other uber sexy and ironic. Both played on the viewer's emotions and created a quick bite of footage that you could not look away from. In fact, many people have commented they wanted more when it was over. To be compelling you have to do the unexpected and execute very well. I have laughed at the videos that Property Solutions has created to promote their new software. They get it. APT Companies also understands that people talking about the apartment community during the video will provide another level of sales effectiveness.
When it comes to Customer Prospecting: Communities can show off their property thoroughly to prospective customers and through social media. Personally, there are videos that can be fun/funny, videos that are creative…however if people are looking for information, videos need to be very informational as well as engaging. Nothing more frustrating to customers than watching video and not come away with enough information to take a closer look. People have DVR, TiVo and commercial skip devices. Meaning, people are purposely skipping commercials and searching for information on the internet because they are no longer getting it from television. Remember we are trying to reach a targeted audience not the masses like typical 30 second commercials. That’s why they are spending more time on videos than the 90 second narrative. They want more, see more, hear more.
3) For community marketing, how can we be more creative about how we're leveraging video to showcase and promote our properties?
Yes, we DO need to be more effective and to get there we need to break the mold of sales videos. From music to pace to subject matter, it has to be fresh and new. I like humor, many people like drama and crescendo. Start with a stellar video and then use it. I find it is not enough to just have it living on your Website or posted on You Tube, you have to market the link. Companies have found by putting video into their Craigslist ads, viewership goes through the roof. Also, when you shoot footage for your video, don't just stop at editing one video. I suggest creating 5 plus videos that give the viewer short bites of information. Mearly having a video is not enough. You have to put it out there either yourself or through services like WebListers, RentSentinel, ILS services. Having a video is like having a car. It will get you from A to B but only if you know how to drive it!
Another great benefit of building marketing videos and promoting them is to showcase to your prospective management talent where they are going to work.
4) What about video as a training tool? Are there compelling opportunities to engage leasing and property management associates with video content that is shareable, tablet viewable, and —let's face it— less boring then a training guidebook or seminar?
Our industry needs more "just in time" training. When I first entered the industry I attended leasing school that lasted 5 days. I was only 2 weeks into my job and could not relate the material to anything and so my retention was very low. Videos can be an effective way to deliver smaller doses of education on more specific topics. Smart companies are creating massive libraries of content so if you see a team members struggling with their ability to covert a phone call to a visit, leadership can direct them to a video to coach them along. The best case scenario is when the team member becomes engaged and starts to direct their own learning through the library.
We are also creating a library of content for residents. The entire orientation process can be better covered by a well thought out video versus an assistant manager who is in a rush. Filming a leasing seminar or class is not engaging. They may as well sit in the class. There needs to be video/photos to illustrate the training point. Performing poorly on film can have a negative effect though. Unless it appears real and not staged, people will tune it out. Minds will wonder with thoughts of "this is so lame…these people are bad actors". The video has to be interesting and relatable to the audience or you will lose them. Video material almost needs to be able to stand alone. If you walked out of the room, they would remain watching it.
5) Let's talk about video sharing. What are some of the top tips for succeeding with marketing videos on YouTube or Vimeo. What's the difference, anyway?
YouTube is Free and Vimeo if being used commercially and used to promote a business the cost is $199 per year. YouTube is literally a search engine for video content. Vimeo is mostly used as a video hosting site. Your videos need to be on YouTube because it is the #2 search engine, is owned by Google and Google search loves YouTube videos. Also with YouTube you have unlimited storage and many custom functions like uploading transcripts for Closed Captioning and even has video editing/enhancement features. Vimeo advantages is the video players are more customizable, you can make branded portfolios and strong privacy controls. Vimeo Pro for Business is limited to 50GB for storage and 250,000 views for the $199 per year rate and does not get much love from Google searches.
6) And finally social media. Can video content open up some new opportunities in customer prospecting, customer service, or even retention?
People want to see more. Videos that just roll through JPGS are boring. Your video should show movement. Why not include testimonials, footage from a recent party, introduce your maintenance team? This is what people need to see in order to make a buying decision. For better customer service create How-To videos, preventative maintenance videos and community events marketing/highlighting videos.
For Resident Retention; Managers and staff now have a medium to deliver their messages to all the residents. Videos can be used for illustrating community policies and procedures and a great reference for residents regarding terms of their lease, addendums and community policy. Your resident holiday card can even be in the form of a fun video!
7) We hear you're hosting the AIM 2013 Video Awards. Can you give us a sneak peak into this inaugural event?
I am honored to be a part of this awards program. For those entering, it will be a great opportunity to earn kudos for your work. For those looking for some insight into creating and improving their video marketing, you will witness the best of the best. I have also heard about some super-secret surprises that will be in the event. I highly encourage you to enter one or all of the categories. To enter the awards visit: http://www.apartmentinternetmarketing.com/aim-video-awards/
A panel of three judges, Sarah Greenough, Isreal Carunungan and Sarah Milligan decided the winners in each category, and were judged on the basis of engagement, innovation, creativity, and technical merit. Finalists and the grand winners for each category as well as honorable mentions were announced at the AIM Video Awards presentation Huntington Beach, California.
I was more than honored to host this groundbreaking event. I am passionate about the use of video in the marketing mix. Prior to the event, Chris Wood with Linnell Taylor Marketing sat down to pick my brain on some pressing questions:
1) Kate, you're recognized as an apartment lease-up expert and multifamily marketing maven. Why do you think video has become a CRITICAL tool for today's digital marketer in the multifamily space?
Video marketing has increased our SEO rankings and that is important in today's marketing mix. We are seeing that the potential renter is spending more time watching videos too. I used to think we were doing well if we could get the viewer to watch up to 30 seconds, now we are seeing four plus minutes of viewership. This means that video has become a step in the decision making process and I honestly feel that if you don't have videos out there promoted in Social Media and your Websites (including mobile), you are missing an important sales opportunity. Simply put, it you want your video to work for you, you have to get it posted on Facebook, Twitter, Pinterest, LinkedIn and Craigslist.
2) And what makes for great marketing video? We've heard you are a big fan of the "peep show" MINI and Dollar Shave Club videos. What do you think makes them so compelling to consumers?
Yes, those are my two favorite videos. I just saw the Dollar Shave Club video as a commercial on cable TV. I guess their business is growing! And to think, it all started with the launch of a killer video on Twitter. These videos work because both were totally unexpected. One was uber funny and the other uber sexy and ironic. Both played on the viewer's emotions and created a quick bite of footage that you could not look away from. In fact, many people have commented they wanted more when it was over. To be compelling you have to do the unexpected and execute very well. I have laughed at the videos that Property Solutions has created to promote their new software. They get it. APT Companies also understands that people talking about the apartment community during the video will provide another level of sales effectiveness.
When it comes to Customer Prospecting: Communities can show off their property thoroughly to prospective customers and through social media. Personally, there are videos that can be fun/funny, videos that are creative…however if people are looking for information, videos need to be very informational as well as engaging. Nothing more frustrating to customers than watching video and not come away with enough information to take a closer look. People have DVR, TiVo and commercial skip devices. Meaning, people are purposely skipping commercials and searching for information on the internet because they are no longer getting it from television. Remember we are trying to reach a targeted audience not the masses like typical 30 second commercials. That’s why they are spending more time on videos than the 90 second narrative. They want more, see more, hear more.
3) For community marketing, how can we be more creative about how we're leveraging video to showcase and promote our properties?
Yes, we DO need to be more effective and to get there we need to break the mold of sales videos. From music to pace to subject matter, it has to be fresh and new. I like humor, many people like drama and crescendo. Start with a stellar video and then use it. I find it is not enough to just have it living on your Website or posted on You Tube, you have to market the link. Companies have found by putting video into their Craigslist ads, viewership goes through the roof. Also, when you shoot footage for your video, don't just stop at editing one video. I suggest creating 5 plus videos that give the viewer short bites of information. Mearly having a video is not enough. You have to put it out there either yourself or through services like WebListers, RentSentinel, ILS services. Having a video is like having a car. It will get you from A to B but only if you know how to drive it!
Another great benefit of building marketing videos and promoting them is to showcase to your prospective management talent where they are going to work.
4) What about video as a training tool? Are there compelling opportunities to engage leasing and property management associates with video content that is shareable, tablet viewable, and —let's face it— less boring then a training guidebook or seminar?
Our industry needs more "just in time" training. When I first entered the industry I attended leasing school that lasted 5 days. I was only 2 weeks into my job and could not relate the material to anything and so my retention was very low. Videos can be an effective way to deliver smaller doses of education on more specific topics. Smart companies are creating massive libraries of content so if you see a team members struggling with their ability to covert a phone call to a visit, leadership can direct them to a video to coach them along. The best case scenario is when the team member becomes engaged and starts to direct their own learning through the library.
We are also creating a library of content for residents. The entire orientation process can be better covered by a well thought out video versus an assistant manager who is in a rush. Filming a leasing seminar or class is not engaging. They may as well sit in the class. There needs to be video/photos to illustrate the training point. Performing poorly on film can have a negative effect though. Unless it appears real and not staged, people will tune it out. Minds will wonder with thoughts of "this is so lame…these people are bad actors". The video has to be interesting and relatable to the audience or you will lose them. Video material almost needs to be able to stand alone. If you walked out of the room, they would remain watching it.
5) Let's talk about video sharing. What are some of the top tips for succeeding with marketing videos on YouTube or Vimeo. What's the difference, anyway?
YouTube is Free and Vimeo if being used commercially and used to promote a business the cost is $199 per year. YouTube is literally a search engine for video content. Vimeo is mostly used as a video hosting site. Your videos need to be on YouTube because it is the #2 search engine, is owned by Google and Google search loves YouTube videos. Also with YouTube you have unlimited storage and many custom functions like uploading transcripts for Closed Captioning and even has video editing/enhancement features. Vimeo advantages is the video players are more customizable, you can make branded portfolios and strong privacy controls. Vimeo Pro for Business is limited to 50GB for storage and 250,000 views for the $199 per year rate and does not get much love from Google searches.
6) And finally social media. Can video content open up some new opportunities in customer prospecting, customer service, or even retention?
People want to see more. Videos that just roll through JPGS are boring. Your video should show movement. Why not include testimonials, footage from a recent party, introduce your maintenance team? This is what people need to see in order to make a buying decision. For better customer service create How-To videos, preventative maintenance videos and community events marketing/highlighting videos.
For Resident Retention; Managers and staff now have a medium to deliver their messages to all the residents. Videos can be used for illustrating community policies and procedures and a great reference for residents regarding terms of their lease, addendums and community policy. Your resident holiday card can even be in the form of a fun video!
7) We hear you're hosting the AIM 2013 Video Awards. Can you give us a sneak peak into this inaugural event?
I am honored to be a part of this awards program. For those entering, it will be a great opportunity to earn kudos for your work. For those looking for some insight into creating and improving their video marketing, you will witness the best of the best. I have also heard about some super-secret surprises that will be in the event. I highly encourage you to enter one or all of the categories. To enter the awards visit: http://www.apartmentinternetmarketing.com/aim-video-awards/
Friday, August 17, 2012
Videos That Get Watched
I'm getting requests for my favorite videos I showed during my panel discussion on Videos That Get Watched at the VMS conference. Here ya go! All 6 are worth a look.
http://www.obtampons.ca/apology
If you have not clicked on this one yet....do it and prepare to laugh and the video and marvel at the unique use of technology.
http://www.videobrewery.com/
Video Brewery is like Crowd Spring wh
ere you post a project and people submit storyboards and bids. They are great for creating explainer videos. Check out their gallery.
www.dollarshaveclub.com
Remains the most amazing launch of a business in 2012 by using this one video. However, I wonder what their launch would have looked like if they included a link to action??!!
http://www.youtube.com/watch?v=_u7CnATFJ3o
You know I LOVE the mini cooper peep show. This video became a powerful commercial for the launch of their new topless car. Bada Bing!
http://propertysolutions.com/
My cospeaker showed the video for Entrada, Property Solutions new product. Some behind the scenes info, this was shot for $1,000 plus the price of talent, in their office. Cool! But, I am convinced property management people have better eyewear!
http://www.youtube.com/watch?v=68GNoqB9zSk
Prepare to be moved by this incredible video that Eric Whal and Jon Engles shot and edited in 7 hours. Bravo. It moves me.
http://www.obtampons.ca/apology
If you have not clicked on this one yet....do it and prepare to laugh and the video and marvel at the unique use of technology.
http://www.videobrewery.com/
Video Brewery is like Crowd Spring wh
ere you post a project and people submit storyboards and bids. They are great for creating explainer videos. Check out their gallery.
www.dollarshaveclub.com
Remains the most amazing launch of a business in 2012 by using this one video. However, I wonder what their launch would have looked like if they included a link to action??!!
http://www.youtube.com/watch?v=_u7CnATFJ3o
You know I LOVE the mini cooper peep show. This video became a powerful commercial for the launch of their new topless car. Bada Bing!
http://propertysolutions.com/
My cospeaker showed the video for Entrada, Property Solutions new product. Some behind the scenes info, this was shot for $1,000 plus the price of talent, in their office. Cool! But, I am convinced property management people have better eyewear!
http://www.youtube.com/watch?v=68GNoqB9zSk
Prepare to be moved by this incredible video that Eric Whal and Jon Engles shot and edited in 7 hours. Bravo. It moves me.
Thursday, July 19, 2012
Tactics in New Construction Lease-Ups
by Chris Wood on May 25, 2012
MINI and multifamily at AIM 2012's New Tactics in Construction Lease-up panel with Apartment All-stars speaker and occupancy specialist Kate Good.
A lot has happened in apartment Internet marketing and technology since the last big development boom. With the consideration that new community lease-up budgets are often eight to 10 times larger than typical community marketing budgets, the Bozzuto Group’s director of interactive marketing Michael Kilmurry and Apartment All-stars speaker and occupancy specialist Kate Good ran AIM attendees through an exhilarating gauntlet of creative lease-up strategies in their Tactics in New Construction Lease-ups session at AIM 2012.
“Whatever you do, you’ll want to track analytics through all channels,” said Kilmurry. “In fact I want a t-shirt that says I love tracking URLs. But creating a new community ultimately comes down to starting a conversation, and you’ll have to do that, too.”Bozzuto has found recent success starting conversations by networking deep into their PR and marketing associations, pairing up with luminaries and brands like Candace Bushnell, Neiman Marcus and Georgetown Cupcakes for event based marketing that has turbocharged preleasing at the firm’s new communities.
“The market is focused on what’s new, what’s hot, what grabs our attention and holds it,” said Good. “With lease-ups we’re looking for a great launch, because 10 percent of the market typically influences the purchasing decisions of the other 90 percent. That’s the new, critical importance of brand advocate marketing.”
Good shared insights from marketing campaigns including Dollar Shave Club and MINI, and suggested a deeper social media and technology empowerment at the site level to throttle lease-up success, including personalized leasing agent web sites and URLs and training leasing teams better on delivering messaged communications. “Add value to the leasing conversation,” Good said, “and I do believe that 50 percent prelease openings can happen with regularity.”
MINI and multifamily at AIM 2012's New Tactics in Construction Lease-up panel with Apartment All-stars speaker and occupancy specialist Kate Good.
A lot has happened in apartment Internet marketing and technology since the last big development boom. With the consideration that new community lease-up budgets are often eight to 10 times larger than typical community marketing budgets, the Bozzuto Group’s director of interactive marketing Michael Kilmurry and Apartment All-stars speaker and occupancy specialist Kate Good ran AIM attendees through an exhilarating gauntlet of creative lease-up strategies in their Tactics in New Construction Lease-ups session at AIM 2012.
“Whatever you do, you’ll want to track analytics through all channels,” said Kilmurry. “In fact I want a t-shirt that says I love tracking URLs. But creating a new community ultimately comes down to starting a conversation, and you’ll have to do that, too.”Bozzuto has found recent success starting conversations by networking deep into their PR and marketing associations, pairing up with luminaries and brands like Candace Bushnell, Neiman Marcus and Georgetown Cupcakes for event based marketing that has turbocharged preleasing at the firm’s new communities.
“The market is focused on what’s new, what’s hot, what grabs our attention and holds it,” said Good. “With lease-ups we’re looking for a great launch, because 10 percent of the market typically influences the purchasing decisions of the other 90 percent. That’s the new, critical importance of brand advocate marketing.”
Good shared insights from marketing campaigns including Dollar Shave Club and MINI, and suggested a deeper social media and technology empowerment at the site level to throttle lease-up success, including personalized leasing agent web sites and URLs and training leasing teams better on delivering messaged communications. “Add value to the leasing conversation,” Good said, “and I do believe that 50 percent prelease openings can happen with regularity.”
Thursday, April 26, 2012
Pinterst Contest: Repin to Win
I was standing in line at the grocery store with my iPhone in hand searching for something to occupy my time and mind. No texts to respond to, email is caught up and Facebook takes too long to load on a smart phone. Seems like the right time to be a "pinhead" otherwise known as a Pinterest addict. Are you pinning too?
As much as I love this app I have struggled to find the best way to use it in our industry. I looked up and saw that the grocery store was running a contest and that is when I thought about a contest on Pinterest. I quickly discovered that I was not the first person to think about it but I will be implementing it!
Pinterest is now a great tool for posting a picture and asking your residents and Facebook fans to help spread the word to their followers. Post a pic and ask them to repin onto their Pinterest boards. The top pinner will win a cool prize! Happy pinning.
As much as I love this app I have struggled to find the best way to use it in our industry. I looked up and saw that the grocery store was running a contest and that is when I thought about a contest on Pinterest. I quickly discovered that I was not the first person to think about it but I will be implementing it!
Friday, January 27, 2012
Wednesday, January 18, 2012
Wednesday, December 7, 2011
Plan Your Work and then Work Your Plan
Plan the Marketing… Then Work the Plan
Feature, Features, In Focus, Property Management, Property Management
Published Nov 30, 2011
By Diana Mosher, Editor-in-Chief
As the year winds down, marketing plans are being finalized for 2012. It’s time to do some serious thinking about what worked in 2011 and what should get carried forward to 2012. A lot of good marketing ideas get rolled over from one year to the next, but when new ideas come up will the team have the resources and funds to execute them? A proponent of “planning the work and working the plan,” multifamily marketing consultant Kate Good recently shared a number of tips during a webcast “Essential Elements of a Successful Marketing Plan” produced by Multifamily Insiders and sponsored by VaultWare.
In addition to her role as a speaker and trainer, Good also serves as a marketing director and she’s currently working on several properties including a lease-up in Birmingham, Alabama. “Let me tell you, it’s so great to see new construction happen again. I love the sound of a job site. The great thing about a lease-up,” says Good, ” is you really get to start fresh with your marketing and your brand. I like that. Typically you have a bit more money in the marketing budget because you have so many apartments to lease in a short amount of time. So we can investigate some deeper investments in our marketing message.”
But Good also enjoys older properties that come to her with a different challenge. Maybe they’ve noticed a change in their demographics. Or perhaps they don’t have the position they once had, and they want to work on regaining market share… but, they don’t have a lot of money for marketing this year, so they’re looking for low cost/no cost ideas.
Good has plenty of marketing ideas for little or no money. “But those ideas don’t just get implemented without a plan,” she notes. “First there must be a foundation for the entire program; all those ideas that we plug in are great, but first we have to put forth the plan. What is it you want to accomplish and how will you execute it?”
“I truly believe in planning your work and then working your plan,” says Good. “When you plan your work, it makes it much easier to communicate to the entire team what’s going to be the focus and what will be important in the coming year. It’s so important to have that bird’s eye view of the entire year.”
Good points out that marketing is really just the process of observing and gathering information. One of her favorite strategies is “clustering,” a technique she picked up from her former colleague Stephen Covey (author of The 7 Habits of Highly Effective People) while working at Day-Timers. “Stephen Covey is a brilliant mind. One of the things he taught me was that all along—up until the point when you write your plan—you should be collecting. Grab a file folder and write on it ‘my great marketing ideas.’ And every time you run across an idea in a magazine, or see an idea while you’re driving down the street of something you want to do, toss the information in the file. My own folder has things I’ve drawn on napkins and notes I’ve scribbled on scraps of paper.
“Then, when you sit down to write the marketing plan, take each item and start researching and writing and figuring out where it will fit in. This will help get you the energy and momentum which I think is so helpful,” says Good.
The challenge Good hears so many times when working with property managers across the country is that they don’t even know if the marketing plan is worth the effort to write because what are the chances they’ll get the money to execute the plan. She notes that the resources requested have to be directly related to the business goals of the apartment company. “Whenever I can justify that in my marketing plan, it’s not hard for me to ask for the dollars that I’m going to need. It becomes very worthwhile.”
Good adds, “Never go to an owner and say I want to try this and it’s going to cost $35,000 dollars. Instead, say ‘I need 12 leases and here’s how I’m going to do it.’ Your entire marketing plan should support that business goal. I’m not saying you can write a $4 million dollar marketing plan, and expect that you can get approval. You have to value engineer that marketing plan. But the end result of your marketing should always be about profit to the property and how to help the business thrive.”
Tuesday, July 12, 2011
Summing Up Google+
How does new social platform stack up versus other tools?
By Tom Flanagan
Tuesday, July 12, 2011.
Google's new social platform, Google+, launched June 28. The service started as invitation-only and with little to no marketing efforts, Google was forced to shut off the invitation mechanism due to the large volume of requests.
I've been following the conversations regarding the new application and it's been interesting listening to both the positive and negative feedback. Kristen Burnham, of the Web 2.0 Advisor blog at CIO.com, declared that "Users don't want another social network, what they want is a better social network."
On the flip side, I was surprised to learn that Kevin Rose, entrepreneur and co-founder of Digg, decided to forward his blog's domain name to his Google+ profile.
After numerous failed attempts in social media (Google Wave, Buzz and Dodgeball), there is a lot at stake for Google with this new platform. As Inman News columnist Gahlord Dewald stated in "Google +1: a social solution for the search giant?" there are many things Google isn't good at. Most of them involve social things.
1. Circles
Google+ is based on a "circle" analogy, and this is where Google's philosophy on sharing differs from Facebook. As stated in the interactive demo, "Circles makes it easy to put your friends from Saturday night in one circle, your parents in another, and your boss in a circle by himself -- just like real life."
Unlike Facebook, where a user broadcasts updates to a large audience, Google+ allows a user to break their "friends" into subgroups. These groups can be family, friends, co-workers, etc. This allows for very targeted conversations.
2. Stream
The Google+ Stream is very similar to the standard timeline you've come to expect. However, your Circles are displayed, enabling a user to select and view a Stream for that particular circle. This is actually a very nice feature.
You can also update your status here and you are not bound by the 140-character limit of Twitter. Some users may love this -- personally, I've grown to appreciate that number. Adding photos, videos and location is super easy, but there are some missing elements, including an accessible RSS feed. It will be interesting to see Google expand this module.
3. Hangouts
Hangouts is a video chat module that allows for group videoconferencing. As you may know, Facebook recently partnered with Skype to bring video chat to Facebook, and TechCunch wrote an in-depth article, "Facebook Video Chat vs. Google Hangouts: It's No Contest," which covers these features in detail.
Essentially, Facebook supports one-on-one video conversations and Hangouts allows group chats. In fact, up to 10 people are supported. I tested this module and quickly discovered that performance and quality are greatly enhanced with a high-speed Internet connection. This is an intriguing feature that could have a ton of potential for remote team meetings.
4. Sparks
Sparks is another useful feature. Just enter a topic, click "search," and articles from across the Web regarding that topic are streamed into the Sparks module. Topics are automatically saved and can be accessed at any time. You can be specific in creating Sparks. I was surprised at the different results displayed for "real estate marketing" and other industry-related terms.
5. Privacy
As with all social networking services, configuring your privacy settings in Google+ is imperative. To access your privacy settings, click the "gear" icon at the top right, select "settings," followed by "profile" and "privacy." Here you can customize everything from notifications to visibility.
Although Google is focused on the consumer experience, they announced via YouTube that they are developing plans for a business experience on Google+ that will be released later this year.
What I found most intriguing about the announcement was the availability of rich analytics and connection to other products, such as Google AdWords.
It is certainly too early to predict if consumers will adapt to Google+. Is it a Facebook and Twitter "killer"? I doubt it. As real estate professionals, do you have room in your busy lives for another social network?
Tom Flanagan is the director of information technology at Residential Properties Ltd. in Providence, R.I. You can contact him at tflanagan@residentialproperties.com or @tflan on Twitter.
By Tom Flanagan
Tuesday, July 12, 2011.
Google's new social platform, Google+, launched June 28. The service started as invitation-only and with little to no marketing efforts, Google was forced to shut off the invitation mechanism due to the large volume of requests.
I've been following the conversations regarding the new application and it's been interesting listening to both the positive and negative feedback. Kristen Burnham, of the Web 2.0 Advisor blog at CIO.com, declared that "Users don't want another social network, what they want is a better social network."
On the flip side, I was surprised to learn that Kevin Rose, entrepreneur and co-founder of Digg, decided to forward his blog's domain name to his Google+ profile.
After numerous failed attempts in social media (Google Wave, Buzz and Dodgeball), there is a lot at stake for Google with this new platform. As Inman News columnist Gahlord Dewald stated in "Google +1: a social solution for the search giant?" there are many things Google isn't good at. Most of them involve social things.
1. Circles
Google+ is based on a "circle" analogy, and this is where Google's philosophy on sharing differs from Facebook. As stated in the interactive demo, "Circles makes it easy to put your friends from Saturday night in one circle, your parents in another, and your boss in a circle by himself -- just like real life."
Unlike Facebook, where a user broadcasts updates to a large audience, Google+ allows a user to break their "friends" into subgroups. These groups can be family, friends, co-workers, etc. This allows for very targeted conversations.
2. Stream
The Google+ Stream is very similar to the standard timeline you've come to expect. However, your Circles are displayed, enabling a user to select and view a Stream for that particular circle. This is actually a very nice feature.
You can also update your status here and you are not bound by the 140-character limit of Twitter. Some users may love this -- personally, I've grown to appreciate that number. Adding photos, videos and location is super easy, but there are some missing elements, including an accessible RSS feed. It will be interesting to see Google expand this module.
3. Hangouts
Hangouts is a video chat module that allows for group videoconferencing. As you may know, Facebook recently partnered with Skype to bring video chat to Facebook, and TechCunch wrote an in-depth article, "Facebook Video Chat vs. Google Hangouts: It's No Contest," which covers these features in detail.
Essentially, Facebook supports one-on-one video conversations and Hangouts allows group chats. In fact, up to 10 people are supported. I tested this module and quickly discovered that performance and quality are greatly enhanced with a high-speed Internet connection. This is an intriguing feature that could have a ton of potential for remote team meetings.
4. Sparks
Sparks is another useful feature. Just enter a topic, click "search," and articles from across the Web regarding that topic are streamed into the Sparks module. Topics are automatically saved and can be accessed at any time. You can be specific in creating Sparks. I was surprised at the different results displayed for "real estate marketing" and other industry-related terms.
5. Privacy
As with all social networking services, configuring your privacy settings in Google+ is imperative. To access your privacy settings, click the "gear" icon at the top right, select "settings," followed by "profile" and "privacy." Here you can customize everything from notifications to visibility.
Although Google is focused on the consumer experience, they announced via YouTube that they are developing plans for a business experience on Google+ that will be released later this year.
What I found most intriguing about the announcement was the availability of rich analytics and connection to other products, such as Google AdWords.
It is certainly too early to predict if consumers will adapt to Google+. Is it a Facebook and Twitter "killer"? I doubt it. As real estate professionals, do you have room in your busy lives for another social network?
Tom Flanagan is the director of information technology at Residential Properties Ltd. in Providence, R.I. You can contact him at tflanagan@residentialproperties.com or @tflan on Twitter.
Monday, April 11, 2011
Let's Play Facebook Bingo!
It's not enough to have a Facebook page, you have to learn to ROCK your Facebook wall. This does not happen by entering a bi-weekly post that mentions your specials and asking people to rent. Facebook walls ROCK when you engage your friends and fans to stop by and participate. So give them a reason to visit your page.
Facebook Bingo is a fun game that everyone wants to play. Invite your residents and prospective future residents to stop by your leasing office and pick up a Bingo card. Next, each day, you will put a Bingo selction on your Facebook wall. Residents will now need to stop by your Facebook wall to find out if their card has the Bingo selection. Chances are good they will also check out what is new on your Facebook page while they are there. The first person to come in with a winning Bingo card will receive a special prize.
Do you love this idea? So do I! We want to thank The Reserve at Athens for sharing this fun idea with the team at KateGood.com. If you have a great idea, send it our way. Simply email Kate at Kate@KateGood.com.
Tuesday, September 21, 2010
Kool New Words from the New Mobile World Order
I had the pleasure of presenting at the Multifamily Brainstorming Sessions with my friend and sister in all things marketing, Casey VanZandt. As Vice President of Marketing for Campus Advantage, Casey is in touch with the new lingo so that she can understand the trends of her target market. During our session, we shared the following definitions:
Vaguebooking
An intentionally vague Facebook status update that prompts friends to ask what's going on, or is possibly a cry for help.
No Stalk
Phrase used before one inadvertently says something that sounds stalkerish on Facebook.
That’s Crazy
It's the perfect response when you haven't been listening at all.
Text hole
Someone who texts on their cell phone in really inappropriate places, like movie theaters, concerts, plays, etc.
YouTube loop
When you go to watch a quick 30 second video on YouTube and regain consciousness hours later having jumped from interesting video to interesting video.
Textalizer
A breathalyzer attached to your computer and/or cell phone whose sole purpose is to prevent you from sending messages.
Phantom Vibration Syndrome
You answer your vibrating phone only to find out it was never vibrating.
Please note, many of these words will not clear your spell check!
Wednesday, October 14, 2009
Marketing in a Down Economy from the Lowes For Pro's Web site
The recession is bad news for just about every sector of business, and property leasing is no exception. But before you rush to slash your marketing budget as a cost-saving move, consider that good marketing may be the key to keeping your business afloat. Your tenants are out there, and with careful marketing you can find them. Rather than dream about high rents and low vacancies, focus on a plan to survive the recession. That means offering great value and making sure people are hearing about what you have to offer-in other words, keep marketing. ''If you need traffic, you shouldn't cut your marketing budget, '' says Kate Good, professional speaker, marketing solutions expert and partner on the Apartment All-Stars tour. Instead of keeping your current marketing program, look at changing it up and marketing more intelligently.
Good suggests starting with the tenants already in your properties. ''The least expensive strategy is to market internally and close the back door. '' So while it's critical to study your market and know which promotions are luring tenants, it also makes sense to devote some of those perks-a couple of months free rent or a new flat-screen TV-to your existing clientele. It seems counterintuitive to give discounts to the people who are currently underwriting your revenue stream, but if you increase your retention rate you'll be solving your vacancy problem without the turnover costs associated with moving in a new tenant.
When it comes to reaching out to prospective tenants, be selective. Figure out who is already drawn to your properties and find more of them. Good uses this example: If you notice that your community appeals to active seniors, invite the local bridge club to meet for free in your clubhouse. That way, more people in the target market will see your property, and word will spread. ''Don't try to be all things to all people, '' says Good. ''Identify the kind of people who like your community, find out where they are, and figure out how to attract them. You're saving money by reaching out to a smaller audience, but it's the right audience. ''
Even with changes to your marketing strategy, don't do away with all of your traditional marketing. ''Print drives traffic to the Internet, so make sure you keep those ads out there, '' says Good. And you have to do it year-round. ''Renters pick up the apartment guide in February or March even though they might be renting in June or July. If you pull your ad in February because you're not getting any traffic, you've lost an opportunity for residual traffic later. I don't pull back on advertising until I'm full, and most people aren't full right now. '' Next, consider changing your pricing model. Instead of charging the same rent for every two-bedroom unit, for example, charge more for the unit at the end of the hall with more windows, or the unit with new carpet. There are two advantages to this strategy. First, you can make more on your premium units. Second, if the least expensive units sell first, then your best units will be available for display during the peak of leasing season. ''If you're charging a flat rate, your best units get cherry picked, '' says Good. ''You want to have that more desirable unit-with the higher price tag-available when you have higher traffic. ''
Slashing your marketing budget isn't the right response to the recession-changing the way you approach marketing is.
Good suggests starting with the tenants already in your properties. ''The least expensive strategy is to market internally and close the back door. '' So while it's critical to study your market and know which promotions are luring tenants, it also makes sense to devote some of those perks-a couple of months free rent or a new flat-screen TV-to your existing clientele. It seems counterintuitive to give discounts to the people who are currently underwriting your revenue stream, but if you increase your retention rate you'll be solving your vacancy problem without the turnover costs associated with moving in a new tenant.
When it comes to reaching out to prospective tenants, be selective. Figure out who is already drawn to your properties and find more of them. Good uses this example: If you notice that your community appeals to active seniors, invite the local bridge club to meet for free in your clubhouse. That way, more people in the target market will see your property, and word will spread. ''Don't try to be all things to all people, '' says Good. ''Identify the kind of people who like your community, find out where they are, and figure out how to attract them. You're saving money by reaching out to a smaller audience, but it's the right audience. ''
Even with changes to your marketing strategy, don't do away with all of your traditional marketing. ''Print drives traffic to the Internet, so make sure you keep those ads out there, '' says Good. And you have to do it year-round. ''Renters pick up the apartment guide in February or March even though they might be renting in June or July. If you pull your ad in February because you're not getting any traffic, you've lost an opportunity for residual traffic later. I don't pull back on advertising until I'm full, and most people aren't full right now. '' Next, consider changing your pricing model. Instead of charging the same rent for every two-bedroom unit, for example, charge more for the unit at the end of the hall with more windows, or the unit with new carpet. There are two advantages to this strategy. First, you can make more on your premium units. Second, if the least expensive units sell first, then your best units will be available for display during the peak of leasing season. ''If you're charging a flat rate, your best units get cherry picked, '' says Good. ''You want to have that more desirable unit-with the higher price tag-available when you have higher traffic. ''
Slashing your marketing budget isn't the right response to the recession-changing the way you approach marketing is.
Wednesday, August 5, 2009
There is a Marketing Tool I Leave Home Without
Today I was packing my purse to head out for lunch with a new contact who discovered my Web site while doing a Google search for a apartment consultant and wanted to chat about my services. I stopped in my tracks when I reached for a stack of business cards only to realize the box was empty. I tried to remember when I last printed them and discovered it was more than two years ago.
While driving to lunch, I was chatting with a good friend laughing about the fact that I have not had a business card in years. And then it dawned on me, I really have not needed one. In the age of Google, Linked and Facebook, people just know how to get my contact information and a business cards purpose has diminished.
I wonder what is next.
While driving to lunch, I was chatting with a good friend laughing about the fact that I have not had a business card in years. And then it dawned on me, I really have not needed one. In the age of Google, Linked and Facebook, people just know how to get my contact information and a business cards purpose has diminished.
I wonder what is next.
Thursday, April 16, 2009
Twitter Traffic Explodes...And Not Being Driven by the Usual Suspects!
Take note of a great article! - Kate
By Sarah Radwanick
Twitter seems to be just about everywhere these days, infiltrating pop culture and challenging traditional communication channels as people answer the simple Twitter question, “What are you doing?” Many people have hopped on the Twitter bandwagon - from businesses to celebrities to professional sports players to President Obama.
Over the past several months, we at comScore have watched how quickly traffic to Twitter has exploded. Worldwide visitors to Twitter approached 10 million in February, up an impressive 700+% vs. year ago. The past two months alone have seen worldwide visitors climb more than 5 million visitors. U.S. traffic growth has been just as dramatic, with Twitter reaching 4 million visitors in February, up more than 1,000% from a year ago.
Reuters reporter Alexei Oreskovic recently authored an interesting blog post about the demographics of Twitter users. What he discovered was that 18-24 year olds, the traditional social media early adopters, are actually 12 percent less likely than average to visit Twitter (Index of 88). It is the 25-54 year old crowd that is actually driving this trend. More specifically, 45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30 percent more likely.
The skew towards older visitors, although perhaps initially surprising for a social media site, actually makes more sense than you might think at first. With so many businesses using Twitter, along with the first generations of Internet users “growing up” and comfortable with technology, this is a sign that the traditional early adopter model might need to be revisited. Not only teenagers and college students can be counted among the “technologically inclined,” which means that trends are much more prone to take off in older age segments than they used to. And with those age 25 and older representing a much bigger segment of the population than the under 25 crowd, it might help explain why Twitter has expanded its reach so broadly so quickly over the past few months.
Keep an eye out for the March U.S. Twitter data, which should be available later this week. An early peek at the data suggests it’s going to be another HUGE month for the increasingly popular site. Follow comScore on Twitter and be the first to find out how the site did! You can also follow comScore chairman and co-founder Gian Fulgoni on Twitter to hear his thoughts and insights on the digital media industry at large.
By Sarah Radwanick
Twitter seems to be just about everywhere these days, infiltrating pop culture and challenging traditional communication channels as people answer the simple Twitter question, “What are you doing?” Many people have hopped on the Twitter bandwagon - from businesses to celebrities to professional sports players to President Obama.
Over the past several months, we at comScore have watched how quickly traffic to Twitter has exploded. Worldwide visitors to Twitter approached 10 million in February, up an impressive 700+% vs. year ago. The past two months alone have seen worldwide visitors climb more than 5 million visitors. U.S. traffic growth has been just as dramatic, with Twitter reaching 4 million visitors in February, up more than 1,000% from a year ago.
Reuters reporter Alexei Oreskovic recently authored an interesting blog post about the demographics of Twitter users. What he discovered was that 18-24 year olds, the traditional social media early adopters, are actually 12 percent less likely than average to visit Twitter (Index of 88). It is the 25-54 year old crowd that is actually driving this trend. More specifically, 45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30 percent more likely.
The skew towards older visitors, although perhaps initially surprising for a social media site, actually makes more sense than you might think at first. With so many businesses using Twitter, along with the first generations of Internet users “growing up” and comfortable with technology, this is a sign that the traditional early adopter model might need to be revisited. Not only teenagers and college students can be counted among the “technologically inclined,” which means that trends are much more prone to take off in older age segments than they used to. And with those age 25 and older representing a much bigger segment of the population than the under 25 crowd, it might help explain why Twitter has expanded its reach so broadly so quickly over the past few months.
Keep an eye out for the March U.S. Twitter data, which should be available later this week. An early peek at the data suggests it’s going to be another HUGE month for the increasingly popular site. Follow comScore on Twitter and be the first to find out how the site did! You can also follow comScore chairman and co-founder Gian Fulgoni on Twitter to hear his thoughts and insights on the digital media industry at large.
Monday, March 16, 2009
Targeted Marketing Boosts Leasing
Multi Housing News called a few weeks ago for my comments on the current state of marketing. The article was published in the most recent copy of their magazine. I am pleased to see I am in good company with comments and expertise shared by Lori Snider of Creativity For Rent and Steve Lefkovitz with Joshua Tree Internet Media.
Enjoy the read: http://tinyurl.com/cnv5r8
Enjoy the read: http://tinyurl.com/cnv5r8
Wednesday, February 25, 2009
Dining Rooms are So 5 Years Ago
Have you ever noticed that our residents don’t eat dinner in the dining room any more? How do we know that? Because when they move out all the food stains are right in front of the couch and the dining room carpet still looks fresh. So what are they doing in their dining rooms? Among other possibilities, it now seems to me the location of their home office. It is where they put their computers, mail pile, packages to open, bills to sort and file and pictures to organize. So why do we still call it the dining room? It should now be referred to as flexible space.
This simple change in terms will allow your Leasing Professionals to head off an objection before they are ever voices because the flexible space can serve as a solution to some specials space the customer may need in their new apartment home. It is time the marketing teams get on board with this new customer behavior and make the floor plans in the brochures and ads offer flexible space instead of a dining room.
This simple change in terms will allow your Leasing Professionals to head off an objection before they are ever voices because the flexible space can serve as a solution to some specials space the customer may need in their new apartment home. It is time the marketing teams get on board with this new customer behavior and make the floor plans in the brochures and ads offer flexible space instead of a dining room.
Tuesday, February 17, 2009
Phone numbers are worthless....
…..on a sign. When the customer is driving past your apartment community I doubt they are jotting down the phone number. Yet, I still see phone numbers on banners and temporary signs. A better use of that advertising space is to put something .com. When people see .com they know there is a Web site they can visit for more information. And, let’s face it, words are easier to remember without writing them down when compared to a 10 digit number.
Maybe you will take this one step further and put an interesting .com on your sign such as the campaign we did for Lincoln Property Company with the launch of the Web site LCTTVForMe.com. This site is no longer live but when they were doing a huge marketing promotion and giving away LCD TV’s as a move in gift the site was swarmed with interested renters. .Com can be powerful and memorable on your sign and well worth the ad space.
Maybe you will take this one step further and put an interesting .com on your sign such as the campaign we did for Lincoln Property Company with the launch of the Web site LCTTVForMe.com. This site is no longer live but when they were doing a huge marketing promotion and giving away LCD TV’s as a move in gift the site was swarmed with interested renters. .Com can be powerful and memorable on your sign and well worth the ad space.
Wednesday, February 11, 2009
Valentine Thought: 12% of all marriages are a result of an online introduction.
It happened again at lunch today....another online dating success story and a pretty new diamond on the left hand to prove it. Yes, two more people have found love through online dating. I also have a friend who met a wonderful man online and they had their first date on Valentin's Day. Wow, these online dating sites kick out results! And I thought I had to move to Phoenix to date a man! Little did I know people are finding their perfect match by clicking away.
Let’s think about this trend. I feel this means that, more than ever, people are trusting the Internet to be the hub of their social expansion. This is good news and means that Internet Listing Services (which act like Match.com but for apartments) will continue to gain popularity. The renter will see that the site can be trusted to help them with their relocation to a new apartment home.
A friend of mine recently told me that as soon as she knew she was getting divorced she hopped on to a dating site and got back in the game! (Results: After 34 coffee dates, she found Mr. Wonderful. They are getting married this weekend in Costa Rica!)
So, it must be true that if an Internet Listing Service helped the customer find their current apartment, they will return to that site when it is time to search for another apartment. For this reason, it would be wise to study not only what sites generate traffic but take it a step further and invest in the listing services that generate leases.
What makes an effective Internet listing? First off, would you consider meeting someone for a coffee date if you did not have a photo to view on the matching Web site? My guess is your answer is no. Same is true for apartment shoppers, they want to see photos. You can have unlimited photos so snap away and get them posted to the Web page.
Next, it is important to get the highest search ranking you can. Figure out which site is currently bringing in the most traffic and leases and maximize your presence by upgrading to their premium package. Make that site work even harder for you have already figured out it is money well spent.
And finally, follow up on every lead within an hour….yes, an hour. In fact, that is almost too late. In the world of texting and instant messaging, people expect a response now. They may forget about you in an hour and move on to the next profile, I mean apartment community.
Let’s think about this trend. I feel this means that, more than ever, people are trusting the Internet to be the hub of their social expansion. This is good news and means that Internet Listing Services (which act like Match.com but for apartments) will continue to gain popularity. The renter will see that the site can be trusted to help them with their relocation to a new apartment home.
A friend of mine recently told me that as soon as she knew she was getting divorced she hopped on to a dating site and got back in the game! (Results: After 34 coffee dates, she found Mr. Wonderful. They are getting married this weekend in Costa Rica!)
So, it must be true that if an Internet Listing Service helped the customer find their current apartment, they will return to that site when it is time to search for another apartment. For this reason, it would be wise to study not only what sites generate traffic but take it a step further and invest in the listing services that generate leases.
What makes an effective Internet listing? First off, would you consider meeting someone for a coffee date if you did not have a photo to view on the matching Web site? My guess is your answer is no. Same is true for apartment shoppers, they want to see photos. You can have unlimited photos so snap away and get them posted to the Web page.
Next, it is important to get the highest search ranking you can. Figure out which site is currently bringing in the most traffic and leases and maximize your presence by upgrading to their premium package. Make that site work even harder for you have already figured out it is money well spent.
And finally, follow up on every lead within an hour….yes, an hour. In fact, that is almost too late. In the world of texting and instant messaging, people expect a response now. They may forget about you in an hour and move on to the next profile, I mean apartment community.
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