Are You Covering the Multifamily Market?

17.5 Million Apartments in 520,000 properties = 1/3 of all housing

426,000 units under construction at any given moment

200,000 units are being removed from the stock annually

Top 50 Firms represent 15% of the market

What is your strategy?

For reaching the top 50 firms?

•How much is a sale here worth?

For penetrating the remaining 85% of the market?

•What is the cost of a sales call?

Is your strategy cost effective?

What is your strategy?

Can we make improvements to growth?

Are you willing to make the commitment?

Are others in your organization receptive to change?

Are you using advertising effectively?

Does it work?

How can you leverage it as part of your sales & marketing efforts?

The Power of Advertising

No one wants to believe that advertising has any influence over his or her behavior.

Democratic Primary Clinton vs Obama Clinton had brand recognition Obama outspent Clinton in key states like TX Narrowed huge gaps by strategic advertising Advertising is extremely powerful

The Power of Advertising

All of us will gravitate towards people, products and services with which we are most familiar.

•advertising is the most cost effective means of building familiarity with your brand across a wide market of potential users

The Power of Advertising

The ability to utilize powerful imagery, establish emotional connections and most importantly, target a message to different audiences to maximize impact

Al Gore’s decision to invest in $300MM in strategic advertising

Public relations effort is only one aspect of a comprehensive marketing campaign

Advertising offers him the ability to control the message and create a strong call to action

Strategy for covering the Top 50 Firms

Advertising differentiates you from the intense competition by building familiarity

Familiarity decreases your cost of sales and opens the door for your sales team to get meetings

Allows your firm to demand a premium with the larger users as opposed to selling on cost alone

Covering the 85% or 400,000+ Properties

Advertising is the most inexpensive way to deliver your message to prospects

•Advertising Improves Share of Mind > Share of Choice > Share of Market

•Which equals increased profits

•Lowers your cost of sales and allows you to reach prospects that your sales team cannot penetrate

–Avg cost of making a sales call $380

–Avg cost of not getting a sales call?

Hanley Wood’s Multifamily GroupHanley Wood’s Multifamily Group

Covering the MarketCovering the MarketOpportunitiesOpportunities—75,000 print subscribers monthly75,000 print subscribers monthly

—100,000+ online readers monthly100,000+ online readers monthly

—1600+ conference attendees annually1600+ conference attendees annually

— 4 Brands that Subscribers Trust4 Brands that Subscribers Trust

DEVELOPER

Land and Communities

— Four brands that target vital real estate information needsFour brands that target vital real estate information needs

— Minimal duplication and deep reach into the multifamily marketMinimal duplication and deep reach into the multifamily market

— Lowers your cost of sales, increases profits and allows Lowers your cost of sales, increases profits and allows you to cover the marketyou to cover the market

MULTIFAMILYEXECUTIVE

Operational Excellence

APARTMENTFINANCE TODAY

Access to Capital

AFFORDABLEHOUSING FINANCE

100% Affordable

Hanley Wood’s Multifamily GroupHanley Wood’s Multifamily Group

For more information For more information contact Rob Brittcontact Rob Brittrbritt@hanleywood.comrbritt@hanleywood.com