Post on 04-Dec-2014
description
Marketing on the Internet
Jeremy SchneiderFounder, RentLinx
Lead Developer, MSHDA’s MichiganHousingLocator.com
Michigan Conference on Affordable HousingApril 12, 2011
Why Market? Sales Funnel/Pipeline
Signed Lease!
$$
Qualify
Application
Onsite Tour
Phone calls, emails, walk-insMarketing/Advertising
Sales/Qualifying
Starts with a lead:
What’s a lead worth?
Who cares if you miss a few? They’ll find me!
Example: 100 unit building, 95% occupancy Average rent $800 10% lead to lease conversion ratio Marketing generates 20 leads/month 2 new leases signed/month $1600 new rent / 20 leads =
$80/lead!
* Brought to you by MSHDA www.MichiganHousingLocator.com Free to list! Free to search! Affordable and Accessible housing
options 24x7 Access, Unlimited updates Easy to use Part of the RentLinx networkFREE!
MHL Success (Through April 2011)
Went live December, 2006 5 Million Property Views in last 12
months! 98,000+ leads in last 12 months! 31,000+ properties representing
386,000+ Michigan rental housing units listed – and more are added every day
All of these numbers increased 20%-50% over 1 year ago!EXCLUSIV
E
Michigan
Housing
Locator
MHL:Search Results
• Sorted by Modification Date
• Users can mark favorites
TIP
Keep your property information current! * Jump to the top of the list! Properties are
sorted by modification date Click “Mark as Current” to update modification
date
MHL:Favorites
• Save, view and send your favorites!
• E-mail a list of potentials to a client or to yourself to save!
MHL:
• Hone in on exact location
• Change search radius
• Drag and drop starting point
MHL:View results on a map
TIP Add photos! Take photos on sunny days!* More photos = More traffic!
EXCLUSIVE
*Statistics as tracked by RentLinx on the RentLinx network of sites
None Exactly 1 8 or more0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
200.0
52.4
139.0
179.1
Average Property ViewsBased on number of photos listed
Number of Photos
Vie
ws
Where Would You Rather Live?
MHL:Proper
ty Details
• Attachments & Links
• Labels by MSHDA
• Photo Gallery• Print Brochure• Mark as favorite• Utilities
TIP
Use the description! Potential residents crave the details A great place to list everything that won’t fit
elsewhere Generate more qualified leads!* More opportunities to match keyword searches Search engines thrive on this content!
The Long Tail – Search Keywords
EXCLUSIV
E
0
50
100
150
200
250
300
Vis
its
Top Search Engine KeywordsThe top 10 keywords make up a tiny 2% of the 75,546 visitors who reached us through search engines
43,776 unique keywords accounted for 98% of the visits
*RentLinx.com keyword stats from Google Analytics
What are renters searching for?
“Top” Keywords #1. “ann arbor apartments” #2. “kalamazoo apartments” #3. “east lansing apartments”
Some other “down the list” searches #941. “houses for rent in manistee
michigan” #3,139. “senior subsidized living in
garden city michigan” #13,052. “all bills paid apartments flint,
mi” #22,361. “for rent gas light district of
grand rapids, mi” #35,477. “show me all the apartments by
the #3 bus route”
EXCLUSIV
E
*RentLinx.com keyword stats from Google Analytics
Do longer descriptions help?
0 1-200 201-500 501-1000 1001+0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
3.7
4.3
5.7
6.76.1
Leads Received Based On Description LengthPer property, Jan-Apr 2010
0: Blank!1-200: One or two sentences201-500: One long paragraph501-1000: Two long paragraphs1000+: Getting kind of wordy!
EXCLUSIVE
MHL:Unit Details• Interior Photos• Map• Modification
Date
TIP
Add interior photos and floor plans! Renters love it Some sign leases sight-unseen!
TIP
List the rent or rent range! Renters prefer to see places they know
they can afford instead of calling to be disappointed
If your rent is based on income, use the description to describe general qualifications
Provide a link to your income qualifications
MHLSchool Districts
MHL:School Districts
• Automatically decided based on latitude and longitude
• View boundaries on map
MHL:School Districts
• Easy to change, if necessary!
TIP Add links & attachments! Links provide helpful info to renters and
improve the search engine rank of your website
Attachments give your future residents access to important documents before they walk in the door
TIP
Upload your attachments in PDF format Everyone can view on any type of computer Will always be viewed and printed as you
expect “But Jeremy,” you may be asking yourself,
“don’t you need expensive software to create PDF documents?”
No! Visit www.primopdf.com for a free converter!
OR: Send your documents as an attachment to pdf@koolwire.com. It’s like magic!
Any file that you can print, you can convert to PDF
MHLRent Reasonableness/ Comparables Report!
MHLRent Reasonableness/ Comparables Report!
View similar units sorted by similarity. Choose 3 units of your choice!
MHLRent Reasonableness/ Comparables Report!
Generate and customize a report to print or download!
Many More!
But wait, there’s more!
RentLinx .
Track and record your phone leads Advertise on additional pay-to-list
sites Generate custom average rent
reports Pay only $10/verified Plus! lead MHL Leads always 100% free Set your own monthly budget No contracts no commitments
How to Get Listed?• Visit
www.rentlinx.com
• Click “List your Properties”
craigslist.org*
Free classified site Posts sorted by date City specific sub-sites
Pros:
• Free!
• High traffic in Detroit and Ann Arbor
• Some swear by it
Cons:
• Can attract spam or fraud
• Necessary to repost often
• May get less attention from affordable/senior housing seekers
Save time when posting to craigslist
NEW FOR ‘11
NEW craigslist helper!
This is one of 3 craigslist templates
Craigslist posting tips
DON’T use ***ALL CAPS OR EXCESSIVE !!! AND OTHER SYMBOLS @@@
DON’T use the word “Free” DON’T over post. Leave at least 2 days
between posts DO delete your old post before you post
again DO check to make sure your ads appear
in the list DO obey craigslist’s terms of use DO choose to “anonymize” your email
address DO describe a specific available unit
instead of general community information
Know if you’ve been ghosted by
craigslist!
If you see “Viewed 0 times”, you’ve been ghosted
Social Media
Includes: Blogs, micro-blogging, social networking, event coordinating, etc.
Great way to stay top of mind, increase referrals
“Inbound” marketing. Let leads come to you.
Kid’s be usin’ facebook Create a “Page” not an “Account”
(Google “Create facebook page” for instructions)
Invite residents to events Tag residents in photos* Residents can “become a fan” Status updates: “Free cookies in the
office!” Follow the site rules, or risk
alienating users
Example: facebook
Benefits:
• Appear in news feeds
• Residents get reminders about events
• Your name will appear when browsing photos
• Your property will appear on all your “fans” profile pages
• Stay top of mind
What is ? Examples:
Stuck in line at popular concert Find out from friends about traffic
or restaurants For properties:
Tweet about positive/informative things
Free cookies in the office! Pot hole fixed in parking lot New special/referral program
Your Website! Best Marketing? Renters trust as the most accurate
source Can be very inexpensive A little can go a long way Cheap domain names:
GoDaddy.com*
Market Your Website!
Signs Business Cards E-mail Signatures Brochures Print and Internet Ads Voicemail Welcome magnets Links from Partner websites! * Add a link from your RentLinx
listing!
Your Website!
Your Listings on Your Site!
Visit www.rentlinx.com and click on “WebLinx” for more details
IDEA: New Tenant Fridge Magnet!
Review LeadsReview all incoming e-mails and phone calls (plus only)
When Are Renters E-Mailing?
1431
22471986 2073 1973
1645
1212
0
500
1000
1500
2000
2500
Lea
ds
Day
Web Leads by Day of Week
EXCLUSIV
E
When Are Renters E-Mailing?
0100200300400500600700800900
1000
Lea
ds
Time
Web Leads by Time of Day
9am-5pm Business Hours
EXCLUSIV
E
When Are Renters Looking? Moral.
Only 40.9% of MHL web leads came in during 9-5, M-F business hours
Many renters may not bother calling after hours
Make sure your e-mail works! Reply (preferably call) as promptly
as possible!
Phone Call Study! Phone call tracking implemented in
Sept. ‘09 RentLinx Plus! Properties track their
phone leads via special toll free numbers
Michigan calls by the numbers: 7,000+: Calls tracked and recorded 600+: Distinct properties receiving
calls 150+: Distinct management companies
EXCLUSIVE
When Are Renters Calling?
Su
nd
ay
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
da
y
Fri
da
y
Sa
turd
ay
0
200
400
600
800
1000
1200
1400
1600
Phone Leads by Day of WeekMichigan Properties, October '09-April'10
Vie
ws
EXCLUSIVENEW FOR ‘10
When Are Renters Calling?
12
:00
AM
1:0
0 A
M
2:0
0 A
M
3:0
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M
4:0
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M
5:0
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10
:00
AM
11
:00
AM
12
:00
PM
1:0
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M
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M
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4:0
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10
:00
PM
11
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PM
0
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Phone Leads by Time of DayMichigan Properties, October '09-April'10
Ph
on
e C
alls
Business Hours, 9-5
EXLCUSIVENEW FOR ‘10• 76.1% of calls came in between
9-5, M-F• 12.1% came in between 9-5, Sat
and Sun
How Are The Calls Answered?
No answer2%
Human answers
26%
Caller nav-igates to human
18%
Leaves message20%
Hangs up on ma-chine34%
How Are Phone Leads Answered?Michigan Properties during
Business Hours
Notes:• Only 44% of
renters could talk to a human during business hours
• 62% of renters hung up when answered by machine
• *55% of renters who hung up never called back or e-mailed
EXCLUSIVE
Does Answering Help?
Call during business hours
Caller talks to human Calls picked up first by human
Agent asks for showing0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13%
33%
50%
92%
Probability of Scheduling a ShowingFirst Contact Calls during Business Hours
EXCLUSIVE
Crazy Idea: Call back hang ups!
When you miss a call and no message is left, call them back!
“Wow!” customer service Has never freaked someone out!
Average Rent Report• Compare prices,
amenities, property types and sizes
• Customize to match your chosen area based on specific location, zip code, city or county.
• Included free when any property is upgraded to Plus!
EXCLUSIVE
Why Market? Sales Funnel/Pipeline
Signed Lease!
$$
Qualify
Application
Onsite Tour
Phone calls, emails, walk-ins
Why Market? Sales Funnel/Pipeline
Lots of Signed Leases!!!
$$
Qualify
Application
Onsite Tour
Phone calls, emails, walk-ins
MHLUp-to-date
Photos
AttachmentsGood
Description
LinkscraigslistPrompt reply
Answer phone facebook
twitterYour site RentLinx Plus!
RentLinx network
Questions?