sevona avion - effective property management marketing in the 21st century
TRANSCRIPT
EFFECTIVE
PROPERTY
MANAGEMENT
MARKETING
IN THE 21ST
CENTURY
FACT
“TWO AND A HALF
MILLION PEOPLE A
MONTH ARE APARTMENT
HUNTING AND 80% OF
THEM ARE ON THE
INTERNET AT HOME OR
AT WORK. ONE OF
EVERY TWO RENTERS
TURNS TO THE
INTERNET TO FIND AN
APARTMENT
(BELL, 2003, 62)”.
THE NEW STRATEGY BEGINS
TARGET AUDIENCE
ADVERTISING OBJECTIVES
PRINT ADVERTISING
INTERNET ADVERTISING
INTRODUCING SOCIAL MEDIA
ADVERTISING
WHO LIVES HERE?
RENTERS
AGES 25- 55
WELL EDUCATED
MEDIAN INCOME OF
MORE THAN $50,000
GLOBAL
WITH GREATER
EXPECTATIONS
SEEKING
FUNCTIONALITY &
CONVENIENCE
ECHO BOOMERS
AGES 18 TO 38
80 MILLION PEOPLE
LARGEST GENERATION
EVER
WELL INFORMED &
MEDIA-SAVVY
UNDERSTAND THE
NEW DIGITAL ECONOMY
COMFORTABLE WITH
NEW TECHNOLOGY
(ALCH, 2000, 34)
REACHING TARGET AUDIENCE
WITH VARIOUS MEDIUMS
PRINT ADVERTISING
APARTMENT LOCATING MAGAZINES
NEWSPAPER- THE RENTAL OR REAL ESTATE SECTIONS
ONLINE ADVERTISING- WITH VIRTUAL TOURS, ONE-CLICK SCHEDULING
OF SITE TOURS AND LEASING OPTIONS
PROPERTY WEBSITES
APARTMENT LOCATING WEBSITES
REAL ESTATE WEBSITES
SOCIAL MEDIA
BLOGS
ADVERTISING OBJECTIVES
INCREASE
ROI
DEEPER
CUSTOMER
ASSOCIATION
INCREASE
OCCUPANCY
REDUCE
MARKETING
BUDGET
ENHANCE
BRAND LOYALTY
GENERATE
MORE TRAFFIC
ADVERTISING
Print advertising is still a
viable marketing source for
C & D properties, where the
internet is not as persuasive
“ The industry still spends
three to five times more on
print advertising even
though costs of print ads are
as much as 20 times greater
than Web ads (Multi-
Housing News, 2007, 42).”
Prospects looking at low end
properties like to take the
apartment book with them
shopping
GOING HI
TECH
INTERNET ADVERTISING
PROPERTY WEBSITE
ZILLOW
APARTMENTS.COM
REALTOR.COM
UMOVEFREE.COM
APARTMENTGUIDE.COM
FORRENT.COM
HOTPADS.COM
INTRODUCE SOCIAL
MEDIA
UPGRADE PROPERTY
WEBSITE Link the corporate
website to other media
that serves the same
community (i.e.
newspaper) in which the
property is located
Use the same key words
on both websites, this
creates consistency and
links the two sites,
which increases the
effectiveness
CREATE CUSTOMER
FOCUSED TECHNOLOGY
CREATE A MORE
INTERACTIVE EXPERIENCE
o THIS BUILDS TRUST AND
BRAND LOYALTY
STREAMLINE LEASING
PROCESSES, INCREASING
EFFICIENCY
o VIRTUAL TOURS
o ONLINE APPLICATION
o CHECK APARTMENT
AVAILABILITY
CULTIVATING A STRONGER
INTERNET PRESENCE
The number of renters looking for apartments on
the internet creates huge possibilities for growth…
Patrick Whelan president of Homestore.com states,
“Nationally, there are 60 Million people online, more
subscribers than newspapers and magazines
combined (Bell, 2003, 61)”.
ADVANTAGES OF INTERNET
MARKETING
REDUCED COST- BOTH ADVERTISING
COST AND COST PER LEASE
INCREASED CUSTOMER ENGAGEMENT
GENERATE MORE TRAFFIC/ LEADS
ENHANCED BRAND LOYALTY
CONVENIENT… 24/7 CAPABILITIES
GLOBAL
TWITTER TWITTER IS BENEFICIAL FOR
CONNECTING WITH
CUSTOMERS AND PUBLICIZING
DISCUSSIONS ABOUT THE
BRAND, PRODUCT, AND/OR
SERVICE
IT IS ALSO PERFECT FOR
DEVELOPING DEEPER
RELATIONSHIPS WITH
CUSTOMERS AND
STAKEHOLDERS
FACEBOOK HAS THE MOST
USERS WITH
APPROXIMATELY 400
MILLION (CASTRONOVO,
2012, 123)
FACEBOOK ALLOWS
SUBSCRIBERS TO CREATE A
PROFILE SPECIFIC TO THEIR
TARGET MARKET
ALSO CAPABLE OF
CONNECTING CUSTOMERS
INTRODUCE
SOCIAL MEDIA…
Going Forward… Action
Needed!!
Apt Guide
Apt Finder
Corporate.com
UMoveFree.com
Apts.com
THE ADVERTISING
CAPITAL MUST BE
DISTRIBUTED IN A
MANNER THAT REFLECTS
THE GROWING
DOMINANCE OF INTERNET
MARKETING
THE BUDGET
ALLOCATION SHOULD BE
25% PRINT AND ABOUT
75% INTERNET
INTRODUCE SOCIAL
MEDIA- 80% OF
COMPANIES USE SOCIAL
MEDIA FOR ADVERTISING
AND 95 % OF THESE
COMPANIES USE
REFERENCES
Alch, M. L. (2000). THE ECHO-BOOM GENERATION. Futurist, 34(5), 42.
Bell, J. (2003). Log on to Lease Up. Journal Of Property Management, 68(2),
60.
Castronovo, C., & Lei, H. (2012). Social Media in an Alternative Marketing
Communication Model. Journal Of Marketing Development &
Competitiveness, 6(1), 117-136.
PRINT VS. ONLINE LEASING. (2007). Multi-Housing News, 42(12), 36.