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Maximizing AppFolio Premium Leads/Marketing Features

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Page 1: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

AppFolio Premium LeadsMarch 2016

Continuing Education

Webinar

Welcome!

Page 2: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Details

Team: Katie Rudolph, Jeremy Schneider, David Gaultiere

Time: Approximately 1 hr

Recording: Webinar is being recorded

Follow-Up: Email and blog.appfolio.com

Page 3: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Agenda

AppFolio Premium Leads Overview

Live Demonstration

FAQs

Closing

Page 4: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

David Gaultiere

Product Manager, AppFolio

Jeremy SchneiderFounder, RentLinx

Director of Engineering, AppFolio

Page 5: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Please Ask Questions

Send Your Questions in the

“Questions” Section of the GoToWebinarPanel on the Right

Side of the Desktop

Page 6: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Polling Question #1

How would you characterize the overall availability

of rentals in your area?

o There are not enough rentals to meet demand

o Supply and demand are evenly matched

o There are more than enough rentals to meet demand

Page 7: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Overview

Page 8: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

What’s not changing

• “Post to Internet” still free

• No functionality or partners have

been removed

• It’s actually better than ever!

oLeads auto-entered as guest cards

oReal-Time updates to Zillow,

HotPads, Trulia, RadPad and more

oMore features coming soon!

Page 9: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Why change anything?

• Vacancies are expensive

• Paid sites = more exposure

• Lots of top sites are pay-to-list

• Contracting with individual

sites can be expensive and

confusing

Paid

Paid

Paid

Paid

Free

Free

Free

Page 10: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

What is Premium Leads?

Page 11: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Exclusive and Featured Listing Partners

Premium Exclusive Websites Featured Listing Websites

Only Premium properties are listed on these

sites

Basic and Premium properties are listed, but

Premium properties are featured

& many more!

Page 12: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Polling Question #2

Are you worried that filling vacancies will become

harder/more competitive in the next year?

o Yes

o No

o I don’t know

Page 13: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Activate a Property for Premium Leads• When a property is activated for Premium, all

units and campaigns within the property

currently listed on the internet or listed in the

future will be upgraded.

• You can activate a property for Premium

Leads from a unit page, property page or

vacancy page.

• Manage your spend by setting a monthly cap

for the entire property.

Page 14: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Turn off Premium Leads for a Property• You can turn off premium leads for a

property at any time.

• When you fill your vacancy and complete

the move-in flow, the unit will be

automatically unposted and removed from

Premium sites

• You will not be charged for another lead

on that property as of the moment you

turn off premium leads or all units are

unposted.

Page 15: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Polling Question #3

How do you currently market your vacancies?

(check all that apply)

Post through AppFolio's basic vacancy posting feature

Through pay-to-list website subscriptions

Print ads

Craigslist

Page 16: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Guest Cards from Premium & Featured Sources

• A Guest Card is automatically generated in your

database anytime inquires about a premium

property via phone or web.

• If the prospect calls the phone number provided in

the listing, any voicemails or conversations had

with the prospect are recorded and available for

listening on the Guest Card.

• A yellow star indicates a Premium Lead.

Page 17: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

How Phone Leads Work

You list your actual phone number

Renters are shown your local tracking number

…or a toll free tracking number assigned by a

partner website

All calls are forwarded directly to you, recorded

and logged as a guest card

• Renters are notified that they may be recorded when they call.

• We recommend that you notify all of your employees that they may be recorded while answering the phone.

Page 18: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Premium Lead Type Categories

AppFolio will automatically categorize the lead as one of the following.

• Paid Lead types

o Premium

• Free lead types

o Premium - Over Cap

o Free

o Hang Up

o Duplicate

o Reported Invalid

Page 19: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Invalid Premium Leads• An AppFolio lead reviewer will mark a lead as invalid and you will not be charged if the

lead meets at least one the following criteria:o Wrong numbers

o Solicitors

o Duplicates

o Current residents

o Renters inquiring about pets and you do not allow pets

o Renters whose pets do not meet your breed or size requirements

o Renters inquiring about Section 8 and you do not accept Section 8

o Renters who do not meet age requirements (e.g. the listing states "age 62 and up")

o Renters confused about the property location (e.g. "Oh... that is too far away.")

o Renters who email without leaving a phone number or asking a specific question

o Renters inquiring after your monthly cap has been reached

o Any other phone calls and emails that do not meet our definition of a verified lead

Page 20: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Report a Premium Lead as Invalid• You may report a lead as invalid up to 25 days after it

was received

• Leads reported as invalid will cause the Guest Card to

become inactive.

• You will receive an email notification that the refund

request has been received by AppFolio.

Page 21: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Tracking and Reporting for Premium Leads

Guest Cards Page Prospect Source

Tracking Report

Guest Card Report

• There are multiple tools built in to your database to help track and manage the lead-

to-lease flow and Premium leads.

Page 22: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Premium Leads Billing• The cost will be included on your regular AppFolio bill.

• Use the Premium Leads Billing Detail report to clarify

your bill, report will include:

o Lead’s first and last name

o Date you were charged for the verified lead

o Date the fee was refunded (if marked invalid in the month after it was

received)

o Amount charged (or refunded)

o Property entered on the Guest Card

Page 23: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Demonstration

Page 24: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

FAQs

Page 25: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Can I control who has the ability to activate Premium Leads?

• By default, the following user roles have permission to activate Premium Leads on a

property:

o President

o Accountant

o Property Manager

o On-Site Manager

o Leasing Agent

If you would like to change these permissions, please have a presidential user submit a

support request.

Page 26: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Will all leads cost $10 if the Property is Premium?

• You will only be charged for leads that come from the Premium Exclusive and

Premium Featured listing sites. All other leads through the basic sites will still be free.

Additionally, you are only charged for verified leads so you’ll never pay for renters

confused about the area, asking about pets that aren’t allowed, section 8 if it isn’t

accepted, wrong numbers, solicitors, etc.

Page 27: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

What counts as a verified lead?

• A unique renter who inquires about your property via phone or email through one of

your Premium or Featured listings.

Page 28: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

I requested a refund for a lead but do not see the refund recorded on last

month's Premium Leads Billing Detail report. Was I refunded?

• If you requested a refund towards the end of the month, the refund may not be

displayed in the same month's billing details. Run the report for the current month and

you should see the refund recorded.

Page 29: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

What happens when a property hits the monthly spending cap?

• When you reach the cap for a given property, all vacancy postings on that property are

removed from Premium and Featured listing sites until the following month. All leads

received after the cap is reached but before the end of the month will be free.

Page 30: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

My property has not hit the monthly cap, but I unposted it from the

internet. Will I be charged for any Premium Leads that come in before the

listing sites take down the listing?

• No. Once the property has been unposted from the internet, we consider the cap

reached. You will not be billed for Premium leads received during the time you

unposted the property in AppFolio and when the Premium listing sites remove your

listing. Leads of this type will be labeled as Premium - Over Cap and you are not

charged for this type of lead.

Page 31: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Closing

Page 32: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Summary

• Advertise on more websites and reach more

renters by enabling Premium Leads

• Manage your spend by setting a monthly cap.

• Includes phone tracking and recording.

• Pay only $10 per verified lead.

Page 33: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Polling Question #4

On average how many days do your properties

remain vacant between tenants?

o We prelease all units

o Less than a week

o One week to a month

o A month or more

Page 34: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Action Checklist

Actions to Take ✔

Review your current leads processes and sources

Determine if Premium Leads is right for you

Upgrade in-app or contact support to get started

Page 35: Maximizing AppFolio Premium Leads/Marketing Features

2016 © AppFolio, Inc. Confidential.

Thank You!