© Bravo Strategic Marketing Inc., 2002 Contact: 704.332.7042 Budget – Year One Taken from...

© Bravo Strategic Marketing Inc., 2002 Contact: 704.332.7042

Budget – Year One

Total Units 300Net Rentable Square Footage 275,792

Average Rent Per Square Foot 0.87Approximate Annual Gross Potential Revenue [GPR] 2,879,268.48

Internet Budget as a % of Annual GPR 1.25%

TOTALRECOMMENDED AS A % COST PER COST PER

CATEGORIES BUDGET OF TOTAL UNIT SQ. FT.

A - DOMAIN REGISTRATIONS $70.00 0.19% $0.23 $0.0003

B - CALL TRACKING $5,082.00 14.07% $16.94 $0.0184

C - WEB STATISTICS $695.00 1.92% $2.32 $0.0025

D - WEB DESIGN SPECIFICATIONS $5,000.00 13.85% $16.67 $0.0181

E - WEB DESIGN CONTRACT $5,000.00 13.85% $16.67 $0.0181

F - WEB SITE CONTENT UPDATES $1,440.00 3.99% $4.80 $0.0052

G - ONLINE RELOCATION SITES $10,234.00 28.34% $34.11 $0.0371

H - ONLINE APARTMENT LOCATOR $6,099.00 16.89% $20.33 $0.0221

I - MONUMENT SIGN DOMAIN GRAPHICS $450.00 1.25% $1.50 $0.0016

J - YELLOW PAGES $1,180.00 3.27% $3.93 $0.0043

K - NET SHOPPING $863.00 2.39% $2.88 $0.0031

GRAND TOTAL $36,113.00 100.00% $120.38 $0.1309

INTERNET MARKETING PLAN AND BUDGET SUMMARY - YEAR ONE

Taken from Bravo’s Internet Marketing Plan


Grand Total $36,133 year one or $128.38 per unit per year or $10.03 per unit per month

A - DOMAIN REGISTRATIONS B - CALL TRACKING

C - WEB STATISTICS D - WEB DESIGN SPECIFICATIONS

E - WEB DESIGN CONTRACT F - WEB SITE CONTENT UPDATES

G - ONLINE RELOCATION SITES H - ONLINE APARTMENT LOCATOR

I - MONUMENT SIGN DOMAIN GRAPHICS J - YELLOW PAGES

K - NET SHOPPING

29%

17%14%

14%

29%

4%

2%2%

3%1%



Budget – Year Two

Total Units 300Net Rentable Square Footage 275,792

Average Rent Per Square Foot 0.87Approximate Annual Gross Potential Revenue [GPR] 2,879,268.48

Internet Budget as a % of Annual GPR 0.82%

TOTALRECOMMENDED AS A % COST PER COST PER

CATEGORIES BUDGET OF TOTAL UNIT SQ. FT.

A - DOMAIN REGISTRATIONS $0.00 0.00% $0.00 $0.0000

B - CALL TRACKING $5,082.00 21.58% $16.94 $0.0184

C - WEB STATISTICS $0.00 0.00% $0.00 $0.0000

D - WEB DESIGN SPECIFICATIONS $0.00 0.00% $0.00 $0.0000

E - WEB DESIGN CONTRACT $0.00 0.00% $0.00 $0.0000

F - WEB SITE CONTENT UPDATES $1,440.00 6.11% $4.80 $0.0052

G - ONLINE RELOCATION SITES $9,234.00 39.21% $30.78 $0.0335

H - ONLINE APARTMENT LOCATOR $6,000.00 25.48% $20.00 $0.0218

I - MONUMENT SIGN DOMAIN GRAPHICS $0.00 0.00% $0.00 $0.0000

J - YELLOW PAGES $1,080.00 4.59% $3.60 $0.0039

K - NET SHOPPING $714.00 3.03% $2.38 $0.0026

GRAND TOTAL $23,550.00 100.00% $78.50 $0.0854

INTERNET MARKETING PLAN AND BUDGET SUMMARY - YEAR TWOYear two projection is 34.8% less.



Grand Total $23,550 year two or $78.50 per unit per year or $6.54 per unit per month

Internet Marketing Plan and Budget Year Two

A - DOMAIN REGISTRATIONS B - CALL TRACKING C - WEB STATISTICS

D - WEB DESIGN SPECIFICATIONS E - WEB DESIGN CONTRACT F - WEB SITE CONTENT UPDATES

G - ONLINE RELOCATION SITES H - ONLINE APARTMENT LOCATOR I - MONUMENT SIGN DOMAIN GRAPHICS

J - YELLOW PAGES K - NET SHOPPING

39%

25% 5% 22%

3%

6%



Global Customer Access

24/7



Potential Annual Public Access Minutes:

525,600

Current Public Access Minutes:

159,120* @ a cost of $6.92** per minute

Annual Missing Service Minutes Potential:

366,480

* Seven (7) days of office hours totaling 51 hours per week; multiplied by 52 weeks equals total current public access minutes of 159,120

** Expense per unit per year including insurance and reserves; excluding taxes $3,660



Public Access Annual Investment:

$36,113

366,480 minutes per year

Leasing Professional Compensation: $32,000*

120,000 minutes per year

Global Public Access Per Missing Minute:

.10** * Includes benefits

** $36,113 divided by missing public access minutes of 366,480 = .10 minute



The Poor Company’s Guide

to Better Web Sites

http://www.clickz.com/tech/lead_edge/article.php/964021

The struggle between solid design or

bells and whistles is never ending.



Clip ‘n’ Save



Audit Income Codes

Rent Rent Premiums [Recurring] Fees [Non-Recurring] Discounts Concessions Utilities



LEASING & MARKETING MULTIFAMILY

Asset Challenge: Sales



Sales: Office Hours



Sales: Prepare for the dayCurb Appeal – Drive the community

• Signage

• Grounds

• Patios



Sales: Prepare for the dayFuture Resident Parking

• Available Parking



Sales: Prepare for the day

Select the Show Apartments

• Highest Availability

• A La Carte / One of Each



Sales: Prepare for the dayWalk the Marketing Corridor

• On the way to Show Apartments

• On the way to Model

• On the way to Pool

• On the way to Recreational Facilities



Sales: Prepare for the dayWalk the Models

• Sparkle Kit

• Lights

• Window Blinds

• Temperature



Sales: Prepare for the dayWalk the Show Apartments

• Sparkle Kit

• Lights

• Window Blinds

• Temperature



Sales: Prepare for the dayPrice Sheet Daily

• Identify show apartments

• Create a Price Sheet listing the specific address of the show apartments

• Include Price and Effective Date



Sales: Cold Words • Unit

• Complex

• Tenant

• Prospect



Sales: Warm Words • Apartment Home

• Community

• Resident

• Customer / Client



Professional Attire

• Dress for Success

• Project an Image

• Professional Authority



Telephone Skills• Identify the community

• Identify yourself

• Offer help

• Be genuinely interested and friendly



Telephone Skills• Communicate clearly

• Determine purpose of call

• Determine clients needs

• Build rapport – ask open ended questions



Telephone Skills• Give the customer time to

explain needs

• Paint a picture

• Give advantages of living at the community



Telephone Skills• Use the customer’s name

• Ask qualifying questions

• Determine size and date needed

• Clarify details



Telephone Skills• Answer all questions while

maintaining control

• Give logical and persuasive suggestions when overcoming objections

• Summarize those areas that created enthusiasm in the customer



Telephone Skills• Ask for appointment

• Ask for phone number

• Ask for e-mail address

• Offer directions



Meeting and Greeting

• Stand up

• Friendly Welcome

• Handshake

• Establish Rapport



QualifyingGuest Card

• Knowing the questions allows you to gather information in a comfortable manner



QualifyingGuest Card qualifying questions

• When needed?

• How many to live in the apartment?

• How much are you looking to spend?



QualifyingGuest Card

• Be neat on guest cards

• Fill in the blanks thoroughly

• Record anything out of the norm. (I.e. No ID, No Tour)



QualifyingGuest Card and AMSI

• Enter into AMSI daily

• Record the assigned number on the card

• Keep an active guest card file



Qualified or Unqualified• Price range is $25 - $50 less than

your apartment home

• Needs to move in 4 months

• Wants a 1st floor apartment, you do not have any

• Has a miniature horse



Presentation – The Tour• Relationship Selling

• Today’s customers are sophisticated

• Listen

• Identify needs



Presentation – The Tour

• Show Apartment

• Model

• Facilities

• Neighborhood



Presentation – The Tour• Be Prepared

• Be Positive

• Believe in your product, believe in your team, believe in yourself…and your customer will believe in YOU!



Turn Objections Into Buying

Signals Doesn’t want upstairs

No one above

Good view

Bright and airy

Warmer in winter




Signals Doesn’t want downstairs

Easier to move

Easier accessibility

Cooler in summer

Better for pets




Signals Wants inside the community

Outside quieter

View better

Sun exposure better for plants

Easier accessibility




Signals Too Small

Easy to clean

Convenient

Best buy for size

Cost less to furnish




Signals No Storage

Plenty in apartment

Extra storage available

Large closets




Signals Too far from work

Easy access to freeway

Convenient to everything

Relaxed country atmosphere



Closing• Closing started the day your

community was designed

• Closing started when your brochures were designed

• Closing Started on the phone call

• Closing started on the web site



Closing• Closing started on the online

relocation web sites

• The groundskeeper helped you close when he/she cleaned the pool this morning



Closing• Closing starts with confidence in

yourself

• Closing starts with confidence in your product

• With confidence, invite the customer to live at your community



ABC’s: Always Be Closing• Definite Commitment

• Minor Commitment

• Summary

• Feel/Felt/Found



ABC’s: Always Be Closing• Counselor

• Take Away

• Assumptive

• If I could / Would you



ABC’s: Always Be Closing• Feature / Benefit

• Ben Franklin

• Double Team

• White Rabbit



ABC’s: Always Be Closing• Incentive Close

• Priority Waiting List

• 24 Hour hold

• Direct Close



Role Play• Be Positive

• Be Relaxed

• Save one strong question

• Have an application in sight



Role Play• Keep one strong point

• Ask for the money

• Never give up

• Know when to leave



Follow Up• Allow some time each day for

follow up.

• The best times are between 9:30 am – 11: 00 am and 2:00 pm – 4:00 pm.



Follow Up• Thank you card the day our

customer visits

• Phone call within 24 hours

• Record the thank you card and follow up call on the guest card



Follow Up• Keep a follow up binder

• Follow up until the client is no longer a client and we know where they have leased and why.



Sister Community Referrals• Know what your sister

properties have

• Have your sister property fax their AMSI detail status report regularly



Sister Community Referrals• Refer a customer that you

cannot help to a sister property

• Call and make the appointment for the customer



Sister Community Referrals• Offer directions to your sister

property

• Give the customer the leasing professionals name at the sister property



Market Ready Apartments



Resident Retention“You say you love me, but sometimes you don’t show it. In the beginning you could not do enough for me. Now you seem to take me for granted. Some days I wonder if I mean anything to you at all.”



Resident Retention“Maybe when I’m gone you’ll appreciate me and all the things I do for you. I’m responsible for the clothes that you wear, the welfare of your home, for the thousand and one things you want and need. Why if it weren’t for me, you wouldn’t have the care you drive.”



Resident Retention“I’ve kept quite and waited to see how long it would take for you to realize how much you really need me.”

“Cherish me…take good care of me…and I’ll take good care of you. Who am I?”



Resident Retention

•Warm Calls

•Activities

•Patio of the month awards

•Follow up on service requests



Resident Retention

•Friendly, caring and knowledgeable attention

•And so much more!



Resident Retention

•Renewal contact

•Renewal re-contact

•Lease expiration

•Renewal incentives



Daily Entry

© Bravo Strategic Marketing Inc., 2002 Contact: 704.332.7042 Budget – Year One Taken from...

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Transcript of © Bravo Strategic Marketing Inc., 2002 Contact: 704.332.7042 Budget – Year One Taken from...