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Todd Katler, Vice President at LevelOne gives and excellent presentation on measuring marketing effectiveness and also touches on measuring the effects if social media. Digital marketing provides accountability and the chance to look at advertising as an investment in getting a certain yield. Yet most apartment firms are drowning in lead reports from vendors, sales reports from their property management system and maybe even more reports from their lead tracking vendor. Learn from experts how to organize your available analyses and extract the highest-value data and to have the confidence to use it to increase your NOI due to marketing.
Citation preview
Measuring Marketing
Effectiveness
Measuring Marketing
Effectiveness
Todd Katler
Level One
Todd Katler
Level One
Topics For Today’s PresentationTopics For Today’s Presentation
Properly evaluating your leads
Where do you find the good leads (and how to
avoid the not so good leads)
How to increase lead conversion
Properly evaluating your leads
Where do you find the good leads (and how to
avoid the not so good leads)
How to increase lead conversion
Todd’s Golden RuleTodd’s Golden Rule
Conclusions are
based on actual
data, not anyone’s
opinion.
(And you won’t always like the facts.)
Conclusions are
based on actual
data, not anyone’s
opinion.
(And you won’t always like the facts.)
How do we maintain the Golden Rule?How do we maintain the Golden Rule?
You must eliminate
as much human
bias as possible
(say this with a thick,
Austrian accent).
You must eliminate
as much human
bias as possible
(say this with a thick,
Austrian accent).
This message was not endorsed
by Governor Schwarzenegger
This message was not endorsed
by Governor Schwarzenegger
At least Todd Didn’t pick a photo from
Kindergarten Cop.
Properly Evaluating Your LeadsProperly Evaluating Your Leads
• Definitions• Acceptable Measures• Sample Periods• Essential Computations
• Definitions• Acceptable Measures• Sample Periods• Essential Computations
Defining Leads Defining Leads
Contactors Non-Contactors
Renters who find your ads
and subsequently:
• Phone
• Web Chat
• Legitimate ‘Drive By’s’
• Renters who find your ads
but do not contact prior to
visiting
Is my guest card data/PMS software correct?Is my guest card data/PMS software correct?
Ad Source % Sourced Accurately
% Under-Reported in PMS % of Total Leases
Grand Total 29% -71% 100%
CraigsList.org 62% -38% 10%
Rent.com 59% -41% 12%
Apartments.com 53% -47% 8%
For Rent/.com 43% -57% 4%
Apartment Guide/.com 38% -62% 6%
Move.com 36% -64% 2%
MyNewPlace.com 17% -83% 3%
Company Website 11% -89% 56%
Across a selection of 10,000+ leases and
100,000+ guest cards, the source noted in the
PMS was compared with the originating source
of the guest card with the following results:
Across a selection of 10,000+ leases and
100,000+ guest cards, the source noted in the
PMS was compared with the originating source
of the guest card with the following results:
How much of my traffic am I actually counting?How much of my traffic am I actually counting?
Email & Walk-in: 90%
Email & Walk-in: 58%
Phone: 10% Phone: 48%
A national company evaluating using a contact center compared guest card traffic
between their test and control properties with the following results:
A national company evaluating using a contact center compared guest card traffic
between their test and control properties with the following results:
Control properties not using contact center
Test properties using contact center
What Do We Do About Non-Contactors?What Do We Do About Non-Contactors?
Ask yourself…Ask yourself… What would Arnold do?
Non-ContactorNon-ContactorTERMINATED
What Do We Do About Non-Contactors?What Do We Do About Non-Contactors?
Remove Non-Contactors from your evaluation
Know that each ad source is producing more leases
then can be accurately tracked; however, the same
logic is used across all ad sources
Print sources are probably unfairly underweighted in
this exercise due to the search nature of their
customers
Remove Non-Contactors from your evaluation
Know that each ad source is producing more leases
then can be accurately tracked; however, the same
logic is used across all ad sources
Print sources are probably unfairly underweighted in
this exercise due to the search nature of their
customers
How do we measure contactors?How do we measure contactors?
Non-Prospects Prospects
• Family
• Friends
• Vendors
• Existing Residents
• Wrong numbers
• Automated marketing messages
• People who start their
sentence with “How much
are your 2 bedrooms?” or
anyone else looking to lease
an apartment from you
What % of my ad source calls are non-prospects?What % of my ad source calls are non-prospects?
Ad Source GC:Call Ratio Ad Source GC:Call
RatioGrand Total 39% MyNewPlace.com 38%Yahoo local 10% Apartment Guide/.com 38%Apartment Marketer 19% Apartments.com 41%Move.com 20% Apartment Showcase/.com 44%For Rent/.com 22% Rent.com 49%Apartment Finder/.com 23% Banner 52%Google local 33% CraigsList.com 58%
Property/Corporate Web Site 37%
This is the rawest form of data which includes
0-second calls, hang-up’s, duplicates and
disconnects. In reality, the overall ratio is
closer to 65-70%
How do I determine my Prospect:Call Ratio?How do I determine my Prospect:Call Ratio?
Easy but inaccurate
• Multiply all your ad
sources calls by 70% to
get Prospect:Call ratio and
your emails by 95%.
• Multiply your web site
calls by about 40% and
emails by about 85%
Medium but not too painful
• Listen to all your
calls/read all your emails
for a month or so and
determine how many are
prospect by ad source.
• Evaluate at least 50
calls per source.
Easy but requires
implementation
• Use a contact center or
some other method that
can parse calls by intent.
How can I always monitor Prospect:Call ratio?How can I always monitor Prospect:Call ratio?
So far we have learned…So far we have learned…
I can’t measure my walk-in traffic very well
The data in my expensive software stinks
I am not be able to easily tell how many of my leads are
actually Aunt Sally calling her niece
Todd’s parents let him watch too many violent movies
growing up (sorry, Mom)
I can’t measure my walk-in traffic very well
The data in my expensive software stinks
I am not be able to easily tell how many of my leads are
actually Aunt Sally calling her niece
Todd’s parents let him watch too many violent movies
growing up (sorry, Mom)
Fear not – we can still answer some important questions!Fear not – we can still answer some important questions!
What’s worse? Todd’s
sarcasm or my acting?
Why I like cost-per-leadWhy I like cost-per-lead
Depending on a source’s cost-per-lead, conversion
becomes less important.
Depending on a source’s cost-per-lead, conversion
becomes less important.
Cost Per Lead
Conversion
1.5% 2.0% 2.5% 3.0% 4.0% 5.0% 6.0%
$10 $667 $500 $400 $333 $250 $200 $167
$15 $1,000 $750 $600 $500 $375 $300 $250
$20 $1,333 $1,000 $800 $667 $500 $400 $333
$30 $2,000 $1,500 $1,200 $1,000 $750 $600 $500
$35 $2,333 $1,750 $1,400 $1,167 $875 $700 $583
$40 $2,667 $2,000 $1,600 $1,333 $1,000 $800 $667
$50 $3,333 $2,500 $2,000 $1,667 $1,250 $1,000 $833
Lease:Lead ConversionLease:Lead Conversion
If you have a reliable way to aggregate lead data, you can
compare it to lease reports to obtain conversion data.
Phone data is often hard to aggregate because of the way
calls are handled on site.
Do not just use email data as some sources have very low
conversion from emails but high conversion from phone
calls.
If you have a reliable way to aggregate lead data, you can
compare it to lease reports to obtain conversion data.
Phone data is often hard to aggregate because of the way
calls are handled on site.
Do not just use email data as some sources have very low
conversion from emails but high conversion from phone
calls.
Where do the good leads come from and how do I convert them?Where do the good leads come
from and how do I convert them?
• Current industry trends• Visit Set Ratio and ad sources• Phone vs. Email leads• Phone lead characteristics• Social Networking for lead origination
• Current industry trends• Visit Set Ratio and ad sources• Phone vs. Email leads• Phone lead characteristics• Social Networking for lead origination
Conversion by ad source typeConversion by ad source type
Using visit data as a predictor of lease performanceUsing visit data as a predictor of lease performance
Average was 4.7%
conversion at 42% VSR
High VSR and 4.5% +
Conversion!Low VSR and Sub-3%
Conversion
How they contact you matters!How they contact you matters!
Phone leads convert to
lease at over twice the
rate of email leads.
Encourage Phone Contacts – Not Emails!Encourage Phone Contacts – Not Emails!
Email is understated
Phone is the key method displayed
Good ExampleGood Example
Encourage Phone Contacts – Not Emails!Encourage Phone Contacts – Not Emails!
Phone is buried between
the physical address and
fax?
Not So Good ExampleNot So Good Example
Besides the form being dedicated to email, why offer the
form and a direct email address?
Better Interactions = More Leases!Better Interactions = More Leases!
Longer calls
convert to a
lease 92%
more often
Average
leasing call is
1:44
Technology Solution to Call Duration IssuesTechnology Solution to Call Duration Issues
Purchase a DIMEDIME device for each leasing agent: Purchase a DIMEDIME device for each leasing agent:
DDevice to
IIncrease
MMeasurable
EEngagement
DDevice to
IIncrease
MMeasurable
EEngagement
What Drives Search BehaviorWhat Drives Search Behavior
90%+ of a prospective renter’s buying decision is based on 3 criterion:
Sub-Market or Neighborhood
Price
Pet Policy
This gives the renter typically between 5 and 15 properties that meet their
requirements.
Within these parameters, the remaining 9 – 10% are influenced by their
interaction with the community, external influences, amenities, etc.
90%+ of a prospective renter’s buying decision is based on 3 criterion:
Sub-Market or Neighborhood
Price
Pet Policy
This gives the renter typically between 5 and 15 properties that meet their
requirements.
Within these parameters, the remaining 9 – 10% are influenced by their
interaction with the community, external influences, amenities, etc.
How Does Social Media Fit InHow Does Social Media Fit In
There is no disputing that Social Media can be a
great way to interact with customers if managed
properly.
In my opinion, controlled properly, Social Media
could be used effectively for resident
retention/interactive with current residents.
There is no disputing that Social Media can be a
great way to interact with customers if managed
properly.
In my opinion, controlled properly, Social Media
could be used effectively for resident
retention/interactive with current residents.
Is Social Media Effective For Attracting Prospective Renters?Is Social Media Effective For Attracting Prospective Renters?
Level One Study:
The unique tracking numbers for every property were
reviewed, extracting those assigned to Facebook,
MySpace, You Tube and Twitter.
Guest cards originating from those sources were
compared to the volume provided by all other
sources for those same properties.
Level One Study:
The unique tracking numbers for every property were
reviewed, extracting those assigned to Facebook,
MySpace, You Tube and Twitter.
Guest cards originating from those sources were
compared to the volume provided by all other
sources for those same properties.
What did the study show?What did the study show?
In total, guest cards from Social Media sites accounted for the
following percent of all activity:
In total, guest cards from Social Media sites accounted for the
following percent of all activity:
.05%.05%(yep, that’s .0005)(yep, that’s .0005)
.05%.05%(yep, that’s .0005)(yep, that’s .0005)
• Assuming these leads convert at 2X the rate of all other sources, the
quantity of leads from Social Media sites needs to grow by a factory
of 40X before it has the same impact as your weakest ad source.
• Assuming these leads convert at 2X the rate of all other sources, the
quantity of leads from Social Media sites needs to grow by a factory
of 40X before it has the same impact as your weakest ad source.
In case that last slide upset you…In case that last slide upset you…