Million Dollar Mega Marketing-The Internet, E-mail and More

1
Million Dollar Mega Marketing-The
Internet,E-mail and More

• Today
• Tomorrow
• Whats Hot

2
Today

• 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

3
Why is internet traffic 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

4
Internet MarketingWhat you should 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

5
Internet MarketingWhat you should know contd

• 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

6
Web Site Essentials-The Basics

• Leasing Information
• Community Information
• For Residents Only
• Recruiting Information
• Corporate Culture Info

7
Leasing Information(The Basics)

• Current Rents
• Contact Info
• Office Hours
• Directions
• Photos
• Floor Plans
• Amenities

8
Community Information

• Parks and Recreation
• Public Transportation
• Local Attractions
• Schools
• Shopping

9
For Residents Only

• Maintenance Requests-
• Lease Renewal Info
• Leasing office e-mail

• Clubhouse/ Boardroom reservation
• Miscellaneous Community Links
• Events

10
Recruiting Information

• Job Listings
• Benefits
• Company Recognition Program
• Corporate Awards
• E-mail Link for resumes

11
(No Transcript)
12
CORPORATE CULTURE

• Company Profile
• Mission Statment
• Services Offered
• Community Involvement
• Financials

13
TOP 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

14
How To Maximize Your Internet Exposure

• Marketing
• Training
• Tracking

15
Marketing On The Internet

• URLs-example
• www.communityrealty.com
• www.communityreality.com
• Links to/from other sites
• Registration
• Banner Advertising
• E-Mail

16
Free Links

• www.apartments.com
• www.aptsforrent.com
• apartmentguide.com
• www.rent.net
• www.springstreet.com

17
Free 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

18
PRINT MARKETING

• 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

• Your web address is your phone number for the
  next century-include it in everything
• Newspaper
• Guidebooks
• Direct Mail
• Private cable TV Channel

19
COLLATERAL

• 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

20
Miscellaneous 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

21
TRAINING-The Basics

• Get internet access in the leasing office! They
  wont recommend something they dont understand.
• At a minimum get leasing consultants e-mail
• Hold leasing consultants accountable for detailed
  qualification of internet leads

22
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

23
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

24
RESPONSE TIME

• 12 Inquiries Sent
• San Francisco, Chicago, Boston, DC, Atlanta,
  Houston, Columbus
• Apartments.com, Aptsforrent.com,
  Apartmentguide.com, Rent.net,
  Springstreet
• 2 Return Responses

25
Contest Example-CESmith

• Leasing consultants earn points for timely
  responses
• 24 hour response10 points
• 48 hour response7 points
• 72 hour response5points
• gt72 hour response 0 points
• No response within 5 days -5points
• The top 3 scores win!

26
TRACKING

• 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

27
CURRENT INFORMATION

• 10 Properties Surveyed
• Called to Verify Posted Rents on the Web
• 3 were accurate
• 10 were inaccurate

28
TOMORROWLAND

• Expanded Level Of Service
• Resident Service
• Electronic Commerce

29
RESIDENT SERVICES

• Business Centers-Add the extraordinary not just
  the ordinary
• Scanners
• Laser Color
• High Speed Internet Connections
• Video Conferencing/Web Cam

30
RESIDENT 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

31
(No Transcript)
32
(No Transcript)
33
E-COMMERCE

• Provide and accelerated level of
  service-concierge online
• Increase ancillary income

• Examples
• Cable
• Phone
• Dry Cleaning
• Groceries
• Movie Rentals
• Shopping
• Newspapers
• Movie Tickets

34
(No Transcript)
35
PROPERTY PORTALS

• Partner with a company that provides
• high speed connection
• internet service
• local content
• restaurants
• drycleaners
• shopping

36
(No Transcript)
37
E-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 didnt lease
• Use relevant data to target prospects (birthdays,
  etc.)
• Build a residents only e-mail list to make
  important announcements

38
(No Transcript)
39
What's Hot!
CD Rom Brochures

• Use for Corporate Outreach
• Relocating Renters
• Potential Management Clients
• Model After Website
• Use your best sales pitch
• Location
• attractions
• transportation

40
What's Hot!
CD Business Cards
41
What's Hot!
Interactive TV

• Flat Screen
• LCD Or Video
• Web Cam for Video Conferencing

42
What's Hot!
Banner Ads
43
What's Hot!
Free Web Sites

• Basic formatted sites
• Can have simple graphics
• Are e-commerce enabled
• Can upgrade for minimal amounts

44
(No Transcript)
45
What's Hot!
Second Generation Web Sites

• You know the web works, now you are ready to
  invest
• These sites are high design and function
• E-commerce enabled
• HTML
• Java Script

46

• Insert homeboyz.com sceen shot

47
What's Hot!
Second Generation Web Sites

• You know the web works, now you are ready to
  invest
• These sites are high design and function
• E-commerce enabled
• HTML
• Java Script

48
Vendors

• 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_at_Streamline.com
• Web Cam-Intel internet videiophone, intel.com

49
SOURCES/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

50

• Whitney Patton
• pattonwj_at_washpost.com
• 202-334-5775