"data syndication - managing 50 ad sources at once" jared miller (bainbridge) and adriana...
DESCRIPTION
Adriana Perez, Project Manager, Interactive Marketing at Carmel Partners and Jared Miller, Director of Marketing at Bainbridge Communities give a presentation for multifamily operators on how to manage many different ad sources.Putting one property ad online is a breeze. Placing and updating ads weekly for 40 properties can be a logistical nightmare. This session will highlight the nuts and bolts of placing ads in multiple web sites simultaneously. They discuss content management (text, photos and video), how to distribute to many places from one interface, maintaining consistent pricing across online ads and maybe even some of the free tools out there that assist in the distribution of photos and video to social media sites.TRANSCRIPT
Data SyndicationData Syndication
Jared Miller, Jared Miller, Director of MarketingDirector of MarketingThe Bainbridge CompaniesThe Bainbridge Companies
Adriana Perez, Adriana Perez, Project Manager, Interactive MarketingProject Manager, Interactive MarketingCarmel Partners, Inc. Carmel Partners, Inc.
May 1, 2009May 1, 2009
Jared Miller, Jared Miller, Director of MarketingDirector of MarketingThe Bainbridge CompaniesThe Bainbridge Companies
Adriana Perez, Adriana Perez, Project Manager, Interactive MarketingProject Manager, Interactive MarketingCarmel Partners, Inc. Carmel Partners, Inc.
May 1, 2009May 1, 2009
The Evolution of Internet AdvertisingThe Evolution of Internet Advertising
What internet advertising was like just a few years ago What internet advertising was like just a few years ago
The Evolution of Internet AdvertisingThe Evolution of Internet Advertising
What it is today What it is today
The Evolution of Internet AdvertisingThe Evolution of Internet Advertising
What has changed What has changed
craigslist
Today and The FutureToday and The Future
Web Syndication -The process of making information – commonly in the form of
a web feed – available to multiple websites
Web Syndication -The process of making information – commonly in the form of
a web feed – available to multiple websites
Common Assumptions about SyndicationCommon Assumptions about Syndication
Easy to Manage
More Distribution
=More Leads
Real-Time Data
Today and The FutureToday and The Future Why place just one ad when you can place several or Why place just one ad when you can place several or
even dozens at once?even dozens at once?
Most Most popular popular
sites drive sites drive 29% of 29% of traffictraffic
HeadHead
Long tail sites drive 71% of Long tail sites drive 71% of traffictraffic
TailTail
Larger Audience Reach
Efficient – Automatic ProcessEfficient – Automatic Process
Billing and ContractsBilling and Contracts
Management CenterManagement Center
Real-Time UpdatesReal-Time Updates
Benefits and Considerations
Today and The FutureToday and The Future
Pay Per Lead (Caps) vs. Monthly SubscriptionPay Per Lead (Caps) vs. Monthly Subscription Lower Cost Per LeadLower Cost Per Lead
— Could Result in a Lower Cost Per Lease — Could Result in a Lower Cost Per Lease
Updated information increases Updated information increases likelihood of capturing leadslikelihood of capturing leads
Fewer chances of errorFewer chances of error
Lower labor costLower labor cost
UsabilityUsability FunctionalityFunctionality Lead TrackingLead Tracking ReportingReporting
Syndication Side by SideSyndication Side by Side
Tracking Leads and Leases Measuring Success Communicate with Community
Managers Craigslist
Internal Process (Test First) Performance Lessons Learned Challenges
Training Measuring Success Testing – Small Scale, Large
Scale, Regional Craigslist
Managing Successes Lessons Learned Challenges Flexibility
Carmel’s Process Bainbridge’s Process
Syndication at CarmelSyndication at Carmel
Traffic Graph
Syndication at BainbridgeSyndication at Bainbridge
Traffic Graph
Syndication DeficienciesSyndication Deficiencies
Known IssuesKnown IssuesKnown IssuesKnown Issues
DeficientDeficient Failure Notifications Failure Notifications
InabilityInability to Preview Postings to Preview Postings
UncontrolledUncontrolled User Experience User Experience
AssumptionAssumption that Updates are that Updates are Real-TimeReal-Time
NoneNone Company Branded Apartment Company Branded Apartment SitesSites
IncorrectIncorrect Pricing on Apartment Listings Pricing on Apartment Listings
IncapabilityIncapability to Post Links to Real-Time to Post Links to Real-Time Apartment AvailabilityApartment Availability
Potential ConcernsPotential ConcernsPotential ConcernsPotential Concerns
Feed Failures/IssuesFeed Failures/Issues
DiscrepanciesDiscrepancies
Rental RatesRental Rates
Qualified Leads vs. Miscellaneous CallersQualified Leads vs. Miscellaneous Callers
Market Source AllocationMarket Source Allocation
Tracking to a Specific SourceTracking to a Specific Source
Tracking Lead ConversionTracking Lead Conversion
Accuracy of Accuracy of Leads and Leads and
LeasesLeases
Accuracy of Accuracy of Leads and Leads and
LeasesLeases
Accuracy of Accuracy of Apartment Apartment
ListingsListings
Accuracy of Accuracy of Apartment Apartment
ListingsListings
Syndication at BainbridgeSyndication at Bainbridge
Potential Concerns Potential Concerns cont.cont.Potential Concerns Potential Concerns cont.cont.
Content Content ManagementManagement
Content Content ManagementManagement
Price rangesPrice ranges Lease terms Lease terms Square footage and etc.Square footage and etc.
Quality of ImagesQuality of Images Ensuring Regular Content UpdatesEnsuring Regular Content Updates
Field Field LimitationsLimitations
Field Field LimitationsLimitations
Each site has a limit to the number of floor plansEach site has a limit to the number of floor plansthat can be shownthat can be shown
Limited Number Limited Number of Floor Plans of Floor Plans
MarketedMarketed
Limited Number Limited Number of Floor Plans of Floor Plans
MarketedMarketed
Syndication at BainbridgeSyndication at Bainbridge
What Would Make Syndication Better?What Would Make Syndication Better?
Enhanced Internet TrackingEnhanced Internet TrackingEnhanced Internet TrackingEnhanced Internet TrackingImplementationImplementationImplementationImplementation
Real-Time Availability and PricingReal-Time Availability and PricingReal-Time Availability and PricingReal-Time Availability and PricingInclusionInclusion InclusionInclusion
Feed FailuresFeed FailuresFeed FailuresFeed FailuresAlertsAlertsAlertsAlerts
Lead Management SystemsLead Management SystemsLead Management SystemsLead Management SystemsIntegrationIntegrationIntegrationIntegration
Process for Previewing Process for Previewing allall Active Active Apartment ListingsApartment Listings
Process for Previewing Process for Previewing allall Active Active Apartment ListingsApartment ListingsDevelopingDeveloping DevelopingDeveloping
Price and Availability SyndicationPrice and Availability Syndication
Partner with an Industry Leader in Pricing &
Availability Syndication
.
Partner with an Industry Leader in Pricing &
Availability Syndication
.Only
Selected Apartments Show as Available
Only Selected
Apartments Show as Available
Distribute the Same Special
Incentives
Distribute the Same Special
Incentives
Ensure Consistent
Pricing
Ensure Consistent
Pricing
The GoalOnline
Reservations
Thank YouThank You
Jared Miller, The Bainbridge Companies [email protected] 561.333.3669
Adriana Perez, Carmel Partners, Inc. [email protected] 303.691.3282
Jared Miller, The Bainbridge Companies [email protected] 561.333.3669
Adriana Perez, Carmel Partners, Inc. [email protected] 303.691.3282