Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Million Dollar Mega Marketing- The Internet, E-mail.

Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

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

•Today•Tomorrow•What’s Hot


TodayToday

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


Why is internet traffic Why is internet traffic so important?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


Internet MarketingInternet MarketingWhat you should What you should know...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


Internet MarketingInternet MarketingWhat you should know What you should know cont’dcont’d

• 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


Web Site Essentials-Web Site Essentials-The BasicsThe Basics

•Leasing Information•Community

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


Leasing InformationLeasing Information(The Basics)(The Basics)

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


Community InformationCommunity Information

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


For Residents OnlyFor Residents Only

• Maintenance Requests-

• Lease Renewal Info

• Leasing office e-mail

• Clubhouse/ Boardroom reservation

• Miscellaneous Community Links

• Events


Recruiting InformationRecruiting Information

• Job Listings• Benefits• Company Recognition

Program• Corporate Awards• E-mail Link for resumes



CORPORATE CULTURECORPORATE CULTURE

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


TOP 50- HOW THEY FAIREDTOP 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


How To Maximize Your How To Maximize Your Internet ExposureInternet Exposure

•Marketing

•Training

•Tracking


Marketing On The Marketing On The InternetInternet

• URLs-example– www.communityrealty.com– www.communityreality.com

• Links to/from other sites• Registration• Banner Advertising• E-Mail


Free LinksFree Links

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


Free ListingsFree 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


PRINT MARKETINGPRINT MARKETING

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

TV Channel

• 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


COLLATERALCOLLATERAL

• 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


Miscellaneous On SiteMiscellaneous 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


TRAINING-The BasicsTRAINING-The Basics

• Get internet access in the leasing office! They won’t recommend something they don’t understand.

• At a minimum get leasing consultants e-mail

• Hold leasing consultants accountable for detailed qualification of internet leads


**Allstar Training****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


**ALLSTAR TRAINING****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


RESPONSE TIMERESPONSE TIME

• 12 Inquiries Sent• San Francisco, Chicago, Boston,

DC, Atlanta, Houston, Columbus• Apartments.com,

Aptsforrent.com, Apartmentguide.com, Rent.net, Springstreet

• 2 Return Responses


Contest Example-Contest Example-CESmithCESmith

• Leasing consultants earn points for timely responses– 24 hour response=10 points– 48 hour response=7 points– 72 hour response=5points– >72 hour response =0 points– No response within 5 days =-5points

– The top 3 scores win!


TRACKINGTRACKING

• 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


CURRENT INFORMATIONCURRENT INFORMATION

• 10 Properties Surveyed• Called to Verify Posted

Rents on the Web• 3 were accurate• 10 were inaccurate


TOMORROWLANDTOMORROWLAND

•Expanded Level Of Service–Resident Service–Electronic Commerce


RESIDENT SERVICESRESIDENT SERVICES

• Business Centers-Add the extraordinary not just the ordinary– Scanners– Laser Color– High Speed Internet

Connections– Video Conferencing/Web

Cam


RESIDENT SERVICESRESIDENT 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




E-COMMERCEE-COMMERCE

– Provide and accelerated level of service-concierge online

– Increase ancillary income

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



PROPERTY PORTALSPROPERTY PORTALS

• Partner with a company that provides – high speed connection– internet service– local content

• restaurants •drycleaners•shopping



E-Mail MarketingE-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 didn’t lease

• Use relevant data to target prospects (birthdays, etc.)

• Build a residents only e-mail list to make important announcements



• Use for Corporate Outreach• Relocating Renters• Potential Management

Clients• Model After Website

– Use your best “sales pitch”•Location•attractions• transportation



• Flat Screen

• LCD Or Video

• Web Cam for Video Conferencing



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

amounts



• You know the web works, now you are ready to invest

• These sites are high design and function– E-commerce enabled – HTML– Java Script


• Insert homeboyz.com sceen shot


• You know the web works, now you are ready to invest

• These sites are high design and function– E-commerce enabled – HTML– Java Script


VendorsVendors

• 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 [email protected]

• Web Cam-Intel internet videiophone, intel.com


SOURCES/RESOURCESSOURCES/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

Whitney PattonWhitney [email protected]@washpost.

comcom

202-334-5775202-334-5775

Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Million Dollar Mega Marketing- The Internet, E-mail.

Documents

resumes slide

market slide

message slide

whats hot slide

internet traffic

internet urlsexample

highest traffic days

qualified company