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

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Presentation on theme: "Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Million Dollar Mega Marketing- The Internet, E-mail."— Presentation transcript:

1 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Million Dollar Mega Marketing- The Internet, and More Today Tomorrow Whats Hot

2 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney PattonToday 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Internet Marketing What 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Internet Marketing What you should know contd 1st Point of Contact 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Web Site Essentials- The Basics Leasing Information Community Information For Residents Only Recruiting Information Corporate Culture Info

7 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Leasing Information (The Basics) Current Rents Contact Info Office Hours Directions Photos Floor Plans Amenities

8 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Community Information Parks and Recreation Public Transportation Local Attractions Schools Shopping

9 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton For Residents Only Maintenance Requests- Lease Renewal Info Leasing office Clubhouse/ Boardroom reservation Miscellaneous Community Links Events

10 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Recruiting Information Job Listings Benefits Company Recognition Program Corporate Awards Link for resumes

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

12 CORPORATE CULTURE Company Profile Mission Statment Services Offered Community Involvement Financials

13 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton How To Maximize Your Internet Exposure Marketing Training Tracking

15 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Marketing On The Internet URLs-example –www.communityrealty.com –www.communityreality.com Links to/from other sites Registration Banner Advertising

16 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Free Links apartmentguide.com

17 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Free Listings valuerent.com freeyellow.com apartmentworld.com rentalscout.com apartmentlinks.net 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/rel onet/home/) SOURCE TAMI SIERWUK

18 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton PRINT 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 voic (For Rent Mag) make sure URL is included in message

19 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney PattonCOLLATERAL 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton TRAINING-The Basics Get internet access in the leasing office! They wont recommend something they dont understand. At a minimum get leasing consultants Hold leasing consultants accountable for detailed qualification of internet leads

22 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton **Allstar Training** Telephone Do you have access to the internet? What is your 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton **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 – follow up note if they gave an address

24 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Contest Example-CESmith Contest Example-CESmith 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!

26 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney PattonTRACKING 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton CURRENT INFORMATION 10 Properties Surveyed Called to Verify Posted Rents on the Web 3 were accurate 10 were inaccurate

28 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney PattonTOMORROWLAND Expanded Level Of Service –Resident Service –Electronic Commerce

29 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton RESIDENT SERVICES Business Centers- Add the extraordinary not just the ordinary –Scanners –Laser Color –High Speed Internet Connections –Video Conferencing/Web Cam

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

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

35 PROPERTY PORTALS Partner with a company that provides –high speed connection –internet service –local content restaurants drycleaners shopping

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

37 Marketing Make sure guest card asks for an address –ask permission to communicate via –ask for secondary address Use direct mail concept to market via to those who visited but didnt lease Use relevant data to target prospects (birthdays, etc.) Build a residents only list to make important announcements

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

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

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

41 Flat Screen LCD Or Video Web Cam for Video Conferencing

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

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

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

45 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton Insert homeboyz.com sceen shot

47 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton 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 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney PattonVendors 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 m Web Cam-Intel internet videiophone, intel.com

49 Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton SOURCES/RESOUR CES 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


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