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EQUAL HOUSINGOPPORTUNITY

Participant Guide

Outreach Marketing

Managers’ Conference 2009

Course ObjectivesA Guide to Outreach Marketing will now serve as the Benchmark standard for Outreach Marketing skill development and measurement.

After completing this course, you should be able to: Identify and understand who to market to Prepare for your marketing visits Be able to build lasting relationships with those you market to Determine when to use what style of marketing

A Guide to Outreach MarketingStep 1: PreparednessStep 2: Make ContactStep 3: Follow UpStep 4: Mass MarketingStep 5: Your Outreach Plan

Step 1 Preparedness Know Your Demographics Identify Targets Prepare Collateral Materials and Marketing Gifts Plan Ahead Dress the Part

Step 2 Make Contact Setting an Appointment Visiting a Company Ways to Get In

Step 3 Follow Up Follow UP is the Key to Relationships

Step 4 Mass Marketing Identify the Right Locations Track Your Efforts

Step 5 Your Outreach Plan Knowing Which Marketing to Use and When Set Goals Keep Track of Your Marketing

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Step1: PreparednessKnow Your Demographics Knowing ___________________________ at your community will give you insight into who

else you may be able to ___________________________.

OneSite offers two reports to help us know our current residents better:

___________________________

___________________________

OneSite Demographics Statistics

The OneSite Demographics Statistics Report is found in the Reports Screen

It is listed under the _______________________________________, under Management.

When generating the report, you have the option to include multiple statuses.

Choosing all but “___________________________” will be the most helpful for the

information we are looking for

OneSite Demographics Report

The OneSite Demographics Statistics Report is found in the Reports Screen

It is listed under the Leasing and Rents Reports Section under

___________________________.

When generating the report, you have the option to sort by many options.

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Choosing “___________________________” will be the most helpful for determining

potential preferred employers.

Activity

Review your Demographics Statistics report for any one group that stands out.

Review your OneSite Demographics Report and with a pen or highlighter, note any

companies listed with more than one employee living at your community. Also note any

large employers in your area that might only have one employee living at your community.

Top Employers from Demographics Report

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

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Identify Your Targets

Knowing where our current residents work doesn’t necessarily mean those are our

___________________________.

Compare your list to the list of ___________________________ in the area that we would

like to target.

Resources for finding Employers

Local ___________________________

Local ___________________________ Offices

______________________________________________________________

Colleges & Universities

___________________________ of the Local Newspaper

______________________________________________________________

Prepare Collateral Materials and Marketing Gifts

When performing Outreach Marketing, you must be prepared to leave something

___________________________

The term “Collateral Materials” refers to any ___________________________

For a ___________________________ presentation, your materials should either be bound

or kept in a two pocket folder with your logo.

All items should be ___________________________, and any items intended to be in color,

should be printed in color (e.g. photos, etc.)

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Collateral Materials to Include

Exterior photos of the community

Photos of a furnished model (no photos of vacant apartment homes)

Photos of amenities

Floorplans

Current Resident Newsletter

Business Cards

List of local conveniences

Current pricing and specials with expiration dates

Referral information

Customized list of benefits to the company

Directions to the community from the company

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

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Marketing Gifts

Marketing gifts are ___________________________ always necessary

They must project a ___________________________ message with what you are selling

Make sure your name and or business card is highly

___________________________with your gift

Gifts can be a way for repeat visits - bring something refillable

Know who you are brining a gift for

If you are visiting an ___________________________ like an HR director or

manager, one very nice gift is appropriate

If you are visiting a hospital or school where there is a break room where

___________________________ of people will congregate, something for the

group is appropriate

Don’t forget about administrative assistants and receptionists, otherwise known

as “___________________________”. These people let your customer know

that you have arrived and control who passes their desk.

Marketing Gifts – Ideas for Individuals

Plants or flowers are always a plus for anyone in an office

You can purchase these from your local ___________________________ or

garden center

If you notice your contact is a coffee or tea drinker, a nice coffee mug and

___________________________ coffee or tea would be a thoughtful gift

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Marketing Gifts – Ideas for Groups ___________________________ is usually widely accepted

Baskets with snacks for break rooms are a great way to ensure many people see

your materials

Breakfast items such as donuts or bagel trays that are large enough for everyone

in the office to enjoy

Desert items are also usually a hit ___________________________ in the day.

Again, with large enough quantities to share

Your local grocery store bakery may even be able to make a cake with

your logo or property photo!

Marketing Gifts – Ideas for Gatekeepers

Plants, flowers or ___________________________ with your property logo that

you can refill are great

Plan Ahead

Marketing should not be a ___________________________!

Schedule marketing outings on days with ___________________________, at non-peak

hours

Ensure that the person with the best sales presentation is doing your marketing – this

could be the ___________________________

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Dress the Part

Image

Your ___________________________

Your appearance

Your ___________________________

Your ___________________________

Your speech

Your ___________________________

Your timing

Image ___________________________ affects the sale

Don’t dress ___________________________ if you want to be taken

___________________________

It only takes ___________________________ to make a first impression, so make a great

one!

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Step 2: Make ContactSetting an Appointment

Call ___________________________

Know what you plan to say before you make the call

Expect to hear the word “___________________________”

Take a moment to relate to the customer

Show ___________________________ for the person’s time

Get noticed with an ___________________________!

Five steps to an effective opening

The ___________________________ – always use the person’s name

Customer: “This is Liz”

Benchmark: “Mrs. Brown?”

Customer: “Yes?”

The ___________________________ – Don’t use your name or the name of your

company yet!

Benchmark: use one of the following:

“I’m so glad that I was able to reach you”

“Thanks for taking my call”

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The ___________________________ – What can your company do for this individual?

Choose something of interest to your customer.

Benchmark: use one of the following:

“I recently read that you have just hired several new employees, and our

company can help them save travel time to and from work.”

“With today’s economy, it’s more and more difficult to offer employee

benefits. My company can help.”

The ___________________________ – Let the customer jump in to affirm or deny that

he/she is interested in hearing more. This will give them a sense of control.

Customer: “Oh really? How can you do that?”

Benchmark: “My name is _________, and I work for Benchmark. We have a

beautiful apartment community less than a mile from your office. Several of your

employees have already stopped by to inquire about our apartment homes and

have commented on what a convenient location this is.”

Benchmark: “I thought that there would be more people at your company that

we could help. Saving commute time would definitely pay off for your company,

and we can offer a special bonus to your employees that you can include in your

benefits package.”

The ___________________________ – Determine if the customer will become

someone you will do business with.

Benchmark: “Does this sound like something that would be of interest to you

and your company?”

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Opening Statement Worksheet

Your Customer’s Name: _____________________________________

Gracious Greeting: _________________________________________

__________________________________________________________

__________________________________________________________

The Hook: ________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________

__________________________________________________________

Your name, company name and benefit statement: ______________

__________________________________________________________

__________________________________________________________

Ending question: ___________________________________________

__________________________________________________________

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__________________________________________________________

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Visiting a Company - Who You’ll Meet When you visit a company, you may encounter many different people along the way

___________________________ – Make sure that you are on the list to get in, or

you won’t get very far!

___________________________ – This person lets your customer know that you

have arrived and controls who passes their desk.

___________________________ – Someone that is more involved with the decision

maker, and probably can influence them. Think of Allison! Build a rapport with them,

too!

___________________________ – Don’t be afraid to ask for the top dog! You want

that one that will make the decision to work with your company!

The Meeting Introduce yourself and the company (shake hands and smile)

“Hi Mr. Smith, I’m _________ from (Community name), we spoke last week

briefly on the telephone.”

Thank them

“Thank you for meeting with me today. I promise to only take only a few

minutes of your time.”

Give them the Sales Pitch

“I’m excited to tell you about our exclusive preferred employer program

designed to make your job easier.”

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“Because of your company’s impeccable reputation for service, we would like

to offer you an opportunity to be part of our preferred employer program.”

“This can give your company something to add to your compensation and

benefits package.”

Next Begin you probes with “May I ask…”

How do you handle housing for your new employees?

Are you currently referring newly hired associates to any other apartment

communities? Relocation specialists?

What is important to you when referring to these companies?

The Close

Your objective with this questioning is to find out the “hot-buttons”. You can

then tailor this general close, based on what is most important to the person

you are speaking with.

“When choosing an apartment community to refer your new employees, be

sure to consider the management team behind it. And after you have, we are

confident that you will choose a community managed by Benchmark.”

“With years of experience, Benchmark has attributed much of its success to

the fact that we are “a company that it is easy to do business with”. This

philosophy guarantees constant attention will be given to every detail each

resident. Benchmark takes pride in each one of its communities, the same

pride that you will have in partnering with us.”

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Ask for Referrals

“Mr. Smith, can I look forward to servicing your new employees that are in

need of housing?

“Are there any materials that you need from me to include in your New Hire

or Recruiting packages?”

“Is it possible for us to provide your company with an overview of your

program at one of your next scheduled meetings?”

Ways to Get InIdeas to get your foot in the door

Use Direct Mail to decision makers

Deliver Move-In gifts

Deliver Thank You gifts to new leases

Deliver “Resident of the Month” gifts

Deliver “Lease Anniversary” gifts

Offer to bring breakfast or lunch to a resident at his/her office

Sponsor a company meeting

Host a “Drive In” breakfast

Offer a “How to Lease an Apartment” seminar

E-mail newsletters to residents or company contacts

Participate in local company’s volunteer events

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Step 3: Follow UpFollow Up is the Key to Relationships Just like we follow up with our prospects, we need to ___________________________

with the people that we’ve started to build a ___________________________ with through

marketing.

___________________________ are a great way to make an impact, and show a

personal touch.

Always be sure to thank the person for ___________________________.

Target your most likely referral sources and stop in often for

___________________________ while filling up snack baskets for example.

This will attract attention from ___________________________!

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Step 4: Mass MarketingMass MarketingIdentify the Right Locations

When choosing to do mass marketing try to make the most of your time and try to reach a

demographic that is the closest to that of the residents you wish to have

Examples might include:

Movie Theaters when big movies open

Local grocery store – get people that already live in the area

Parking lots of major employers in your area

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

Track Your Efforts

Because mass marketing can be very “___________________________” it is important to

know when something works so you can ___________________________!

Ways to track your success:

Different color flyers with coupons

Different Call Source numbers on flyers for different locations

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Step 5: Your Outreach Plan

Knowing Which Marketing to Use and When While there is no perfect recipe for the combination of ___________________________

and ___________________________, each property should find a balance that works for

them

Mass marketing is really blanketing a large area with information about the community, and

is more of a ___________________________ approach.

Target marketing is a ___________________________ approach but may yield a more

qualified customer

Set Goals Set goals for our outreach to ensure consistency

Specific goals for the following each month:

__________________________________________

__________________________________________

__________________________________________

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Keep Track of Your Marketing All marketing visit should be logged on your ___________________________ and turned in

___________________________ to your Regional Manager and Marketing Director

Remember to update your ___________________________, so that you have a record of all

of your meetings with them and can ensure ___________________________ follow up

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Review ConclusionA Guide to Outreach Marketing

Step 1: PreparednessStep 2: Make ContactStep 3: Follow UpStep 4: Mass MarketingStep 5: Your Outreach Plan

Step 1 Preparedness Know Your Demographics Identify Targets Prepare Collateral Materials and Marketing Gifts Plan Ahead Dress the Part

Step 2 Make Contact Setting an Appointment Visiting a Company Ways to Get In

Step 3 Follow Up Follow UP is the Key to Relationships

Step 4 Mass Marketing Identify the Right Locations Track Your Efforts

Step 5 Your Outreach Plan Knowing Which Marketing to Use and When Set Goals Keep Track of Your Marketing

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Managers’ Conference 2009 of 24

Notes

Managers’ Conference 2009 of 24

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