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I Work By Myself: Marketing Tactics That Work for Small Owners and Small Departments Small companies and single-member departments often struggle under the weight of their marketing choices and how to think about them in a structured way. Rather than present yet another marketing plan template, we’re asking innovative thinkers to come up with prescriptive plans to advise small companies and simply recommend time- and cost- effective tactics all at once. The focus of this session will be on delivering, ordered, contextual lists that are rank-ordered in terms of priority. Matt Adler, Principal, Adler DevelopmentHeather Campbell, Vice President of Marketing, Riverstone ResidentialBill Szczytko, Director of IT, Maryland Management
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MARKETING TACTICS THAT WORK FOR SMALL OWNERS
I work by myself…
I WORK BY MYSELFMarketing Tactics That Work For Small Owners
Matt AdlerAdler Residential
AIM 2011
Adler Residential Corporate Directory
Matt AdlerPrincipal
Matt AdlerRegional Manager
Matt AdlerHuman Resources
Matt AdlerProperty Manager
Matt AdlerHead Of Maintenance
Matt AdlerMarketing Director
Matt AdlerComplaint Department
Matt AdlerSweeper
‘AIM’bition… we came to AIM to learn how not to waste our limited
marketing budgets…
Rx For Success
The Cinderella Principle Nail The Basics Survey
Experiment The Power Of ONEO
The Cinderella Principle
The perfect is the enemy of the good…Voltaire
The ‘AIM’bitious Cinderella Principle(NJ Edition)
This is what happens when your foundation is not solid…
NAIL THE BASICS•Answer your phone calls
•Don’t let prospects get away•Answer e-mails•Return messages
LEAD TRACKING
Expressupdateusa.com
Yellowpages.com
NAIL THE BASICS
Get listed on the web…Getlisted.org Claim and control the free listings
Just remember, it’s not really ‘free’…
NAIL THE BASICSCraigslist
… so be more effective… and be more efficient!
NAIL THE BASICS
• Partner Up With An ILS– Significant financial resources– Appear at the top of a majority of searches– Pick the best (market specific) provider
Survey - Why me?• Why did the prospect pick your community?• Why did the applicant pick your community?• Why did the resident pick your community?• ASK. ASK. ASK.
SurveyMonkey.combecause knowledge is everything
• PollDaddy.com, Surveymonkey.com, postcards…
polldaddyEngage your audience
Experiment
building out a Respage community– Monitored and assisted exposure to social media
• Why?– Steady stream of content– Integrates your website, Facebook and Twitter– Resident communication– Organic search exposure (SEO)
5+(2 x 52) > 5
The Power Of ONE!• Overcome• Outsource• Network• Examine
O
The Power Of ONE!• Overcome– Budget constraints– Objections– Limitations
O
The Power Of ONE!• Outsource– Speakers and trainers– Designers– YOUR RESIDENTS• Bloggers• Photographers• Videographers• Referrers
O
The Power Of ONE!• Network– Our industry is full of wonderful people– Idea generation– It’s one huge benefit of being here!– Don’t reinvent the wheel
O
The Power Of ONE!• Eyes– Monitor your progress– Examine the data– Measure the results– Watch the market
O..
But I don’t have a model…
No Model? No problem!
• Empty apartment photos• Digitally furnished• www.virtualstagingsolutions.com/adler• coupon code AIM2011
Rx Review
The ‘AIM’bitious Cinderella Principle Nail The Basics Survey
Experiment The Power Of ONE!
Jersey Edition
O
In closing…
Go home and hit the ground running!!
Matt [email protected]
I work by myself: Marketing Tactics that work for small owners and small
departments
Bill SzczytkoDirector of IT for Maryland Management
Twitter: @BSitkohttp://www.facebook.com/BSitko
Blog: http://www.bsitko.comEmail: [email protected]
Too much crap
Your Enemies:
TIME MONEY
What are other things that dictate your priorities?
1) Company Culture
What are other things that dictate your priorities?
2) The type of Marketing person you are.– Are you person centric?– Are you a creative Marketer?– Are you analytical?– Stop reading this and look at the guy talking.
Geeks are hot.
What are other things that dictate your priorities?
3) Market demands.
One size doesn’t fit all
Get these things right…
1) Killer Website
Did you know that 78% of internet users conduct product research online? Companies that blog get 55% more web traffic.
Stats from Hubspot.com
Get these things right…
2) Craigslist
Get these things right…
3) Google Places… make
sure you’ve claimed your
listings.
Get these things right…
4) Develop a partnership with
an ILS.
Get these things right…
5) Employee Empowerment
and Training
Get these things right…
6) Know your competition
Conclusion Time
• Determining what to do next.– Depends on culture.– Depends on YOU.– Depends on the market.– Oh yeah.. It depends on whether you have the
time and money too.– Remember.. one size doesn’t fit all.
Some final takeaways
• Asset management.. Cloud style– Box.net or Dropbox.com– Flickr or Photobucket
• Email2Db• Google Voice• Get out there and learn!!
I work(ed) by myself.
Heather CampbellRiverstone Residential
What I thoughtit would be like.
Turns out it was more like this.
Here’s the scene:> Boutique owner & developer with 2,400 units in the
greater Denver metro area> Wildly disparate portfolio ranging from moderate
product to Class A++ high-rises> Well-known and respected in the market but no real
unified branding strategy> Tenured and talented onsite teams with a desire to
dominate the market> Roughly 23% of leases sourced through the Internet> Joined as a new corporate website was wrapping up
Small company.
Big company strategy.Little budget.
Goals for todayA prescriptive overview
of the marketing program
Go-to marketing analytics
Maintaining sanity
PrioritiesMarketing
Branding(LEVERAGE A GREAT
REPUTATION & CREATE EFFICIENICES)
Major SEO & SEM(INVEST FOR THE LONG HAUL
AND EXPLOIT ONLINE CHANNELS)
Establish metrics(REDUCE SPEND)
TrainingResident
experience(SUFFICIENTLY DIFFERENT &
SUFFICIENTLY BETTER)
New school vs. old school
(ONLINE VS. OFFLINE)
Branding
Branding> Focused on the branded website and building a
unified SEM program> More intuitive path to pricing & availability> Robust online leasing (vs. online reservations) and rent
payment
> Created a distinct branded look, feel & voice consistent with the website design> Simplified design & messaging across the board: SEM, print
collateral and signage> 40% increase in leads from print sources post-redesign
SEO & SEM
SEO > SEM
SEO & SEM> Educate execs on SEO & SEM
> Long-term benefits vs. short-term feel-good tactics> Exclusive focus on the branded website
> Eliminate individual community sites> Redirect vanity urls to the parent site> Rebuild the back-end for search> Implement a robust content & linking strategy
> Keyword research & refinement> Website and PPC> Immediately reduce PPC spend> Launch content strategy
SEO & SEM> Website
> Optimized content themes that established my company as an expert in Denver apartments
> Internal and external linking strategy> Improved user experience
> Cleaner, more intuitive path to key conversions: find apartments, check availability, lease now & contact
> Complete online leasing (in-house) & rent payment (third-party)> 50% average year-over-year increase in unique and repeat
visits> Brand website #1 source of leasing traffic> Leases sourced through the Internet rose to 68%
SEO & SEM> Website metrics
> Unique & repeat visitors> Pages viewed, time on site, navigation path, key conversion
milestones> Organic, paid & referral sources> Top 10 keywords & keyword performance> Campaign tracking and navigation path> Inbound and outbound links> Pages depth> Rankings> Cost-per-lead/lease
SEO & SEM> PPC
> Refined campaigns so we weren’t competing with each other> Geographical & competitive trigger keywords for
individual properties> One “bucket” account for general search terms
> Ratchet spend up and down by specific unit types and availability
> Reduced spend by 75% (CPC average < $2)> Increased click-through rate to an average of 4%
SEO & SEM> Email marketing
> Weekly and on-demand campaigns> Deals of the Week – 7 week recurring campaign to all
prospects> Special campaigns to promote community leasing
weekend and other specials> API to/from Yardi to automate messaging> Average open and click-through rates of 38% and
67% respectively> Top five referral source to our website
So How Did We Pay for This?> All tactics were implemented on a budget-
neutral basis> Redeployed savings into SEO / SEM
programs> Reduced overall marketing spend by
$464,000 in 2.5 years
Training
Resident experience
Resident Experience> Discovery sessions
> Identify what’s working and impact opportunity gaps> Major focus on follow-up
> Tied online training program to desired behavior> Reconfigured the guest card to match our follow-up
program> Dramatic improvement response times and consistency
> Provide better support for the leasing process> Communication plan from lease to move-in> Better information on what is needed (i.e., paperwork, pet
documents, renters insurance, etc.)
New school vs. old school
New School vs. Old School> Educate our teams on online marketing
and its nuances > Specials and availability functionality had
to be managed by our onsite teams>Easy-to-use dashboards configured in our
CMS gave the teams easy access> Create common understanding of online
tools & efficiencies
Thank you!
