hy.ly suite: marketing automation for multifamily

2016-03-011

Outline

• MarketingAutomationforMultifamily.Why?

• Hy.lyMultifamilyMarketingSuite

• Questions

2016-03-012

Agent-drivenFunnel

2016-03-013

MarketingAutomation-DrivenFunnel

2016-03-014

Hy.lyEmail:NurturingatScale

2016-03-015

AutomationExample:Welcome

2016-03-016

Day1: Day3: Day5:

AutomationExample:TourScheduling

2016-03-017

JustScheduled: NightBeforeTour:

AutomationExample:ProspectAnniversary

2016-03-018

Anniversary– 60days: Anniversary– 10days:Anniversary– 30days:

Hy.lyForms:ConversionGateways

2016-03-019

Hy.lyAnalytics:ContinuousImprovement

2016-03-0110

MarketingAutomation-DrivenFunnel

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Agent-drivenFunnel

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Agent-DrivenFunnel Automation-DrivenFunnel

Time wastedonroutinetasks Routinetasksareautomated

Agentsarespreadtoothin Agentsfocuson1-on-1relationships

Agentsdon’thavetimetogather360degreeviewofprospect.

Intelligent actionstriggeredbyuser’sbehavioraldatafromCRM+EmailBehavior+WebsiteBehavior+TourBehavior

Inconsistent Performance ConsistentPerformanceacrossagentsandacrossproperties

Individual stylesprohibitBestPractices AutomationpromotesBestPractices

BottomLine:Inefficient, Inconsistent,NotScalable BottomLine: Nurturing& ConversionatScale

Outline

• MarketingAutomationforMultifamily.Why?

• Hy.lyMultifamilyMarketingSuite

• Questions

2016-03-0114

Hy.lyMultifamilyMarketingSuite

Hy.lySiteMarketingEssentials

Hy.lyGuestCard Hy.lyTourScheduler Hy.lyEmailMarketingAutomation

Hy.lyAnalyticsMarketingAnalytics

2016-03-0115

Hy.lyCRM





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Hy.lyCRM

Demo:AveryRowScheduler

2016-03-0117

Hy.lyTourScheduler:Why?

1.Improved Experience

2.SaveCosts

3.Drive MoreTours

Prospects wantto• Self-schedule• ScheduleImmediately(notwaitfor

officetobeopen)• Scheduleontheirphone

Savings:• Foreachcommunity,4calls/day,

10minutespercall,$15/houragentcosts,yousave$300/month.

CostofScheduler:• $79/monthto$20/month

Atleast15% to30%ofcallshappenoutsideofficehours.

Inaddition,manycallscomeinwhenagentsarealreadytouringtheproperty.

Yougetallthosemissedtours.

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“NoFrustration”ProspectExperience

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ScheduleAnytime,Anywhere

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Keep’em Engaged.AvoidNoShows.

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LeasingAgentsShareaMasterCalendar

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LeasingAgentsareinControloftheTourSlots

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2016-03-0124

Hy.lyCRM

Demo:

3333Wisconsin:CelebrateEveryMoment

Esplanade:OwnEveryMoment

NewVillage:TimetogetYappy

2016-03-0125

Templates:CustomizedforMultifamily

• Templatestoinform,convinceandconvertleadstoleases

• Templatesarepredefinedtobemobile-first

• Templatescoverallcommoncommunicationscenarios• Welcomeandinformnewprospects• Engageandinviteprospectstotoursandevents• Sendspecialoffersforfloorplans,discountsandreferrals

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“WelcomeDrip”Templates

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EngagementTemplates

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OfferTemplates

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EasyEmailEditor

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SimplePowerfulReporting

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2016-03-0132

Hy.lyCRM

BigDatatransformsMultifamilyOperations

• AtSeniorLevels,MultifamilyManagementisdrivenbyNumbers• NOI,ROI,OccupancyRatios

• Surprisinglyanecdotalattheleasingstafflevel• Whosendsmoreleads?Apartments.comorZillow?• Whosendsmoreleases?• WhatistheCost/LeadforApartments.comvsZillow?• WhatistheCost/Lease?

• Transformfromtoptobottom• COO• RegionalManagers• PropertyManagers• MarketingTeam

33 2016-03-01

Hyly Analytics:Architecture

34

DataStore

Property#1Property#2

…Property#N

Dashboards

Explorers

Budget– Projected&Actuals

SiteVisits(GoogleAnalytics)

Contacts>Emails>Tours

LeaseManagementSystem

ResidentManagementSystem

Custom

1.SourceData 2.Store&Summarize 3.Analyze

2016-03-01

SeniorManagement(COO)

• Improveoperationsusingharddata

• Getyourorganizationonthesamepagebyusingthesamemetricsfromtoptobottom.

• ImprovebudgetingusingROIAnalyzer

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Sample Metrics

CostperLeaseby ILS

CostperLeaseby AdChannel

CostperLeasefor BrandingEfforts

CompareLeasingMetricsacrossRegions

2016-03-01

ROIAnalyzer

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RegionalManager

• Guideeachpropertytobetterperformancebyestablishinguniversalmetricsacrossallproperties.

• Createfriendlycompetitionamongstpropertiestomatchandimproveconversionratios.

• Shareandestablishbestpracticesineachpropertytoimproveperformance.

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Sample Metrics

Lead-to-ToursRatio

Tours-to-LeaseRatio

Averagetime fromLeadtoLease

CompareLeasingMetricsacrossProperties

2016-03-01

RegionalManager

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PropertyManagers

• CreatereportsforPropertyOwnersthattrendleadsacquired,toursexecutedandleasessigned.

• WatchthesamemetricsthattheCOOandRegionalManagersarewatching.

• Improvepracticesacrosstheleasingstafftoimprovetheuniversalmetricsfortheproperty.

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Sample Metrics

Lead Trends

LeasingTrends

TopLead andLeaseSources

ComparewithRegional Benchmarks

2016-03-01

PropertyManager

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MarketingManagers

• Analyzethewebsitevisitorstoleasefunnel• WebsiteUsers• ContactsSubmitted• EmailsOpened• ToursScheduled• LeasesSigned

• DevelopConversionBenchmarksforeachproperty

• ImproveMarketingBestPracticestoapplytoeachproperty

41

Sample Metrics

Website VisitorTrends

ContactsSubmitted

Emails Sent,Opened&Unsubscribed

ToursScheduled

2016-03-01

MarketingManager

2016-03-0142

Questions?




2016-03-0143

Hy.lyCRM