Post on 26-Mar-2015
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Million Dollar Mega Marketing-The Internet,Marketing-The Internet,E-mail and MoreE-mail and More
•Today•Tomorrow•What’s Hot
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TodayToday
Why is internet traffic so important?
• Low cost per lease– Can close prior to visit– reduces on site tour time
• Inquiry to delivery time minimal– Usually within 10 minutes– May be able to catch them before
the shop around
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Why is internet traffic Why is internet traffic so important?so important?
• Increased lead frequency on traditional slow days*– Highest traffic Days M-W
• Changes your customer relationship– Sets the tone for an interactive
manager/resident relationship– Changes the Service Expectation
• * May Vary by Market
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Internet MarketingInternet MarketingWhat you should What you should know...know...
• The Internet Caters to Relocating Renters– Why do people relocate?
• New Job• Marriage• College
– More qualified• Company Pays Relocation• Adding Second Income• Still Depending on Mom and Dad
– No preconceived notions• Location• Brand Identity
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Internet MarketingInternet MarketingWhat you should know What you should know cont’dcont’d
• 1st Point of Contact 60-90 days out– Can Net down their search– You become their relocation
partner•Take the opportunity to introduce your brand/community
•Provide key relocation information
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Web Site Essentials-Web Site Essentials-The BasicsThe Basics
•Leasing Information•Community
Information•For Residents Only•Recruiting Information•Corporate Culture Info
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Leasing InformationLeasing Information(The Basics)(The Basics)
• Current Rents• Contact Info• Office Hours• Directions• Photos • Floor Plans• Amenities
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Community InformationCommunity Information
• Parks and Recreation• Public Transportation• Local Attractions• Schools• Shopping
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
For Residents OnlyFor Residents Only
• Maintenance Requests-
• Lease Renewal Info
• Leasing office e-mail
• Clubhouse/ Boardroom reservation
• Miscellaneous Community Links
• Events
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Recruiting InformationRecruiting Information
• Job Listings• Benefits• Company Recognition
Program• Corporate Awards• E-mail Link for resumes
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
CORPORATE CULTURECORPORATE CULTURE
• Company Profile• Mission Statment• Services Offered• Community Involvement• Financials
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TOP 50- HOW THEY FAIREDTOP 50- HOW THEY FAIRED
• 28% No Web Site• 50% Have Leasing Info• 10% Have Community Info• 12% Have Residents Only
Section• 44% Have Recruiting
Information
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
How To Maximize Your How To Maximize Your Internet ExposureInternet Exposure
•Marketing
•Training
•Tracking
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Marketing On The Marketing On The InternetInternet
• URLs-example– www.communityrealty.com– www.communityreality.com
• Links to/from other sites• Registration• Banner Advertising• E-Mail
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Free LinksFree Links
• www.apartments.com• www.aptsforrent.com• apartmentguide.com• www.rent.net• www.springstreet.com
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Free ListingsFree Listings
• valuerent.com• freeyellow.com• apartmentworld.com• rentalscout.com• apartmentlinks.net• http://vacancynet.com• .rentsearch.com• 411now.com• apartmentlinks.net• divtech.net/classifieds• rent-it.com
• yahoo.com• digitalcity.com• rentbase.com• rentcheck.com/• homehunt.com/• ep.com/h/epages.html• heretoanywhere.com• magnet.mwci.net/
mall/relonet/home/)
• SOURCE TAMI SIERWUK
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
PRINT MARKETINGPRINT MARKETING
• Your web address is your phone number for the next century-include it in everything– Newspaper– Guidebooks– Direct Mail– Private cable
TV Channel
• Redesign logo so it is automatically included regardless of who designs the ad
• “Current” voicemail (For Rent Mag) make sure URL is included in message
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
COLLATERALCOLLATERAL
• All Stationary corporate and site level
• Fax Cover Sheets• Brochures• Faxable floor plans• Community/
Corporate Newsletter
• Maps to community• Move-in gifts
• Resident referral cards/door hangers
• Coupons• Tell us what you
think cards• Guest Cards• Office note pads• Key chains• Coffee Mugs
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Miscellaneous On SiteMiscellaneous On Site
• Put web address on all signage
• Voice mail-”We are unable to take your call, but please feel free to visit our web site at www…”
• Community Shuttle
• Hours of operation sign
• Uniforms• Lease
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TRAINING-The BasicsTRAINING-The Basics
• Get internet access in the leasing office! They won’t recommend something they don’t understand.
• At a minimum get leasing consultants e-mail
• Hold leasing consultants accountable for detailed qualification of internet leads
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
**Allstar Training****Allstar Training**
Telephone• Do you have access
to the internet?• What is your e-
mail address?• Have you seen our
web site?• I can fax you floor
plans, or you can print them off of our website
Internet• Make leasing
consultants experts on your website
• Teach them how to give tours over the web
• Train on the differences between all online sources
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
**ALLSTAR TRAINING****ALLSTAR TRAINING**
• Add the following questions to your shops– Did the answering
machine offer the web address?
– Was your call or internet request returned promptly
– Did leasing consultants offer web address
• Follow Up– Phone call-
remind prospects to look you up on the web
– E-mail follow up note if they gave an address
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
RESPONSE TIMERESPONSE TIME
• 12 Inquiries Sent• San Francisco, Chicago, Boston,
DC, Atlanta, Houston, Columbus• Apartments.com,
Aptsforrent.com, Apartmentguide.com, Rent.net, Springstreet
• 2 Return Responses
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Contest Example-Contest Example-CESmithCESmith
• Leasing consultants earn points for timely responses– 24 hour response=10 points– 48 hour response=7 points– 72 hour response=5points– >72 hour response =0 points– No response within 5 days =-5points
– The top 3 scores win!
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TRACKINGTRACKING
• Todays traffic today will be tomorrows income-find out!
• Enables you to maximize what is working
• Use contests to get excitement going
• Break out sources on your Rent Roll/AMSI
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
CURRENT INFORMATIONCURRENT INFORMATION
• 10 Properties Surveyed• Called to Verify Posted
Rents on the Web• 3 were accurate• 10 were inaccurate
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TOMORROWLANDTOMORROWLAND
•Expanded Level Of Service–Resident Service–Electronic Commerce
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
RESIDENT SERVICESRESIDENT SERVICES
• Business Centers-Add the extraordinary not just the ordinary– Scanners– Laser Color– High Speed Internet
Connections– Video Conferencing/Web
Cam
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
RESIDENT SERVICESRESIDENT SERVICES
• IM Technology – allowing residents to “instant
message” maintenance requests right to maintenance technician
• Moving Coordinator– full time employee who follows up to
see that all aspects of the move go smoothly
• Relocation Office– One stop shop for everything you need
to facilitate your move
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
E-COMMERCEE-COMMERCE
– Provide and accelerated level of service-concierge online
– Increase ancillary income
Examples• Cable• Phone• Dry Cleaning• Groceries• Movie Rentals• Shopping• Newspapers• Movie Tickets
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
PROPERTY PORTALSPROPERTY PORTALS
• Partner with a company that provides – high speed connection– internet service– local content
• restaurants •drycleaners•shopping
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
E-Mail MarketingE-Mail Marketing
• Make sure guest card asks for an e-mail address– ask permission to communicate via e-mail– ask for secondary e-mail address
• Use “direct mail” concept to market via e-mail to those who visited but didn’t lease
• Use relevant data to target prospects (birthdays, etc.)
• Build a residents only e-mail list to make important announcements
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Use for Corporate Outreach• Relocating Renters• Potential Management
Clients• Model After Website
– Use your best “sales pitch”•Location•attractions• transportation
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Flat Screen
• LCD Or Video
• Web Cam for Video Conferencing
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Basic formatted sites• Can have simple graphics• Are e-commerce enabled• Can upgrade for minimal
amounts
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• You know the web works, now you are ready to invest
• These sites are high design and function– E-commerce enabled – HTML– Java Script
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Insert homeboyz.com sceen shot
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• You know the web works, now you are ready to invest
• These sites are high design and function– E-commerce enabled – HTML– Java Script
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
VendorsVendors
• Interactive TV-sony.com
• Online Rent Payment-Netzee.com
• Free Web Sites-Bigstep.com
• Second Generation Web Sites-homeboyz.com
• Darwin networks-darwin.com
• CD Brochures/business cards-Mobile Video, superduperdisc.com
• Streamline.com-Director of New Business Development Harvey hrappaport@Streamline.com
• Web Cam-Intel internet videiophone, intel.com
Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
SOURCES/RESOURCESSOURCES/RESOURCES
• Mary Froehlich and Doris Topel-Bozzuto Management
• Jim Teller-Kay Management• Rose Roberts, Anika Davis and
Andrew Smith-Charles E Smith• Elaine DeLude-Grady Management• Ann Marie Rice-Springstreet.com• Wendy DeMayo-AJ Dwoskin &
Associates• Michael Oakes-Southern Management
Whitney PattonWhitney Pattonpattonwj@washpost.pattonwj@washpost.
comcom
202-334-5775202-334-5775