Getting the Most Out of Craigslist
-
date post
11-Sep-2014 -
Category
Technology
-
view
2.925 -
download
3
description
Transcript of Getting the Most Out of Craigslist
![Page 1: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/1.jpg)
GETTING THE MOST OUT OF CRAIGSLIST
Steve Small, CEOYield Technologies, Inc.
April 30, 2009
![Page 2: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/2.jpg)
AMLI Residential (www.amli.com) CIO from 2000 through 2007 Owns luxury apartment communities throughout the US Wholly owned by Morgan Stanley Prime Property Fund
Yield Technologies, Inc. (www.yieldco.com) Global management consulting and technology services
company. Focuses on various revenue management and marketing
solutions. Licenses certain AMLI technology
Steve SmallPRESENTER BACKGROUND
![Page 3: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/3.jpg)
Craigslist Overview
Local classifieds and forums for 450 cities worldwide - community moderated, and largely free.
Jobs, housing, goods, services, romance, local activities, advice - just about anything really.
9 billion page views per month
#7 in terms of English-language page views.
More than 30 million people each month use craigslist, including more than 25 million in the US alone
eBay acquired 25% of the equity in craigslist from a former shareholder in August of 2004
![Page 4: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/4.jpg)
Ad Listing Challenges…
Our teams were spending a considerable amount of time just loading ads to the site.
It was a challenge to maintain fresh content and quality ads.
Little visibility (quantitative nor qualitative) into the success of our postings.
Lack of integration between craigslist and our enterprise software solutions (Yardi, RealPage, MRI, etc….).
![Page 5: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/5.jpg)
Global Perspective
People and process first; Technology second.
Install business transparency.
Feedback business results and metrics in real-time.
Make it easy to for customers to do business with you.
Invest in your Internet presence.
Take a disciplined statistical approach to how you allocate effort and cost.
KEY ASPECTS
![Page 6: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/6.jpg)
Transforming the Enterprise
Is it Actionable?
Is it understandable to the organization?
Can everyone participate?
Yield Optimization is about actionable ways to improve marketing, product mix, customers, and business processes.
YIELD OPTIMIZATION
![Page 7: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/7.jpg)
Craigslist Initiative
Which ads are more effective in a particular market? Fancy or simple ads Short or descriptive More pictures or fewer Community focus vs. unit focus
When is the best time to post?
Which product types is the market most interested in?
Measure - Deliver an in-depth analysis of ad listing statistics and metrics to prove the value of this marketing venue.
GOALS – BUSINESS PROCESS
![Page 8: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/8.jpg)
WHICH CRAIGSLIST AD WILL SELL THE JEEP?
![Page 9: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/9.jpg)
Craigslist Initiative
Dramatically reduce staff time required to post.
Generate consistent and high-quality ads.
Integrate with the property management applications.
Provide content management.
Make it easy – robust help, training, and deployment.
Comply with the letter and intent of craigslist Terms of Use.
GOALS - MECHANICS
![Page 10: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/10.jpg)
Craigslist Ad Components
AN AMLI APARTMENT AD
Title Template
Unit Types and Specific Units
Contact Information
Apartment Descriptions
Apartment Features/Amenities
Community Descriptions
Community Features/Amenities
Alternate Contact Method
Community Photos
Unit Photos
![Page 11: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/11.jpg)
Craigslist Ad Components
ANDY’S CONDO
Title Template
Unit Types and Specific Units
Contact Information
Apartment Descriptions
Apartment Features/Amenities
Community Descriptions
Community Features/Amenities
Alternate Contact Method
Community Photos
Unit Photos
![Page 12: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/12.jpg)
RentSentinel
RentSentinel is a content management and analytics system - the User posts and enters the captcha.
Post manually using cut and paste – Traditional method used by Postlets, Vflyer, etc.
Post using self-publishing email RentSentinel creates ads and manages the self-publishing
email for the user
Post using a craigslist account RentSentinel logs the user into their craigslist account and
creates ads – no confirmation email necessary.
3 WAYS TO POST …
![Page 13: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/13.jpg)
Use the Content We Already Have
SYNCHRONIZATION WITH MAJOR PROPERTY MGMT SYSTEMS
![Page 14: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/14.jpg)
Dashboard for Managing All of Your Ads
![Page 15: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/15.jpg)
Posting using the Ad Wizard
![Page 16: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/16.jpg)
You can Edit Ads before Posting
![Page 17: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/17.jpg)
Content Management System
![Page 18: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/18.jpg)
Make it Simple and Easy
![Page 19: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/19.jpg)
AMLI 535
Month New Prospects Phone Calls VisitsPercentage of Total Visits
January- No RentSentinel 16 5 14 23.08%
February-With RentSentinel 39 9 27 47.62%
FIRST MONTH RESULTS…
![Page 20: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/20.jpg)
What Days are Best to Post?
AMLI 535
![Page 21: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/21.jpg)
Look at Views and Leads in Real Time
![Page 22: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/22.jpg)
What Days are Best to Post?
ANDY’S CONDO
![Page 23: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/23.jpg)
When are our Ads being Viewed?
ANDY’S CONDO
![Page 24: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/24.jpg)
When are our Ads being Viewed?
AMLI 535
![Page 25: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/25.jpg)
When should we Post?
AMLI 535
![Page 26: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/26.jpg)
When should we Post?
ANDY’S CONDO
![Page 27: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/27.jpg)
What Products are in Demand?
![Page 28: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/28.jpg)
Where are our Customers coming from?
![Page 29: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/29.jpg)
Distance Band Report
![Page 30: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/30.jpg)
June 01 Release Features
Craigslist login account becomes primary posting method.
Ad timing recomendations.
Enhance ad content and building capabilities.
Syndication of additional sites: FrontDoor Google Base HotPads Oodle Trulia Vast
![Page 31: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/31.jpg)
June 01 Release Features
Amenity builder – ad editor interface to online sources describing community area amenities.
Dashboard to rank community’s success relative to the overall portfolio.
Indexed ad content – correlate success of posts to content.
Which ads are more effective in a particular market? Fancy or simple ads Short or descriptive More pictures or fewer Community focus vs. unit focus
![Page 32: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/32.jpg)
WHICH CRAIGSLIST AD WILL SELL THE JEEP?
![Page 33: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/33.jpg)
www.RentSentinel.com
![Page 34: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/34.jpg)
Value Proposition
Save time – create high quality craigslist ads with minimal effort.
Simple deployment – just login.
Immediate payback - De minimis cost per lead.
Create an adaptive marketing process rather than settling for a point-in-time goal.
www.RentSentinel.com
![Page 35: Getting the Most Out of Craigslist](https://reader034.fdocuments.us/reader034/viewer/2022052409/54122aec8d7f72dd728b4720/html5/thumbnails/35.jpg)
GETTING THE MOST OUT OF CRAIGSLIST
Steve Small, CEOYield Technologies, Inc.
April 30, 2009