Cutting Through the Clutter - Marketing Planning for Multifamily
Download as PPT, PDF4 likes1,370 views
The document outlines essential strategies for creating an effective marketing plan, emphasizing the importance of focus, measurement, and leveraging vendor relationships. Key recommendations include prioritizing efforts based on cost-per-lead, utilizing successful marketing channels, and regularly assessing project effectiveness. It highlights the significance of adapting to digital trends and customer service in driving successful marketing outcomes.
Cutting Through the Clutter - Marketing Planning for Multifamily
- 1. AIM 2010 Cutting Through the Clutter: Making an Effective Simple Marketing Plan Donald Davidoff Archstone Jane Griffith Pinnacle AIM 2010 Lauren McDonald Bozutto
- 3. Some Fundamental Truths (whether you like it or not ) You don’t have unlimited time You don’t have unlimited money You don’t have skill at all facets of marketing
- 4. So what do I do? Focus (“it’s OK to not be doing everything”) What’s your product? Who’s your audience? What are your vehicles? Leverage existing (& develop new) vendor relationships (“why do all the work yourself?”) Make the tough trade-offs Prospect vs resident Transactional vs brand “ Free” vs “Fee” Traditional vs emerging
- 5. The 3 most important things in marketing? Measurement Measurement Measurement
- 6. Develop a roadmap Build on your successes Press the bets that work “ Right size” the mediocre Reduce cost or increase results Ditch what’s not working Have the courage to let projects die and vendors go Monitor what you’re unsure of Know your priorities What’s an acceptable CPL? How do you choose to measure “brand” (aka “relationship”) marketing? “ Take the best and leave the rest”
- 7. Website ILS Traditional Craigslist New entrants “ Social media” Facebook, Twitter, et al Reputation Management (Yelp, ApartmentRatings, et al) Blogging Point of Sale Leasing Center Models Door hangers, etc So Much to Choose From
- 8. Start with the workhorses that have proven delivery: Craiglist ILS Prioritize by CPL Leverage tools from vendors An Organized Model
- 9. Don’t ignore your point of sale environment An Organized Model
- 10. Finish out your “base” with a great website Great images – Easy to search – Map functionality – Easy to contact community An Organized Model
- 11. More and more people are searching through map functionality (Google Local, Yahoo Local, etc.) An Organized Model
- 12. Make it easier for your residents to do business with you and connect with their neighborhood An Organized Model
- 13. Follow up regularly with your existing prospects An Organized Model
- 14. Do you have a Yelp and ApartmentRatings strategy? It’s about customer service FIRST Marketing effect is a result, not a strategy An Organized Model
- 15. Mobile is the “next big thing” Still just 3-9% of current searchers Fastest growing segment An Organized Model
- 16. Round out your marketing with a social media program This area is least mature and therefore most ripe for “testing” An Organized Model
- 17. An Organized Model Drive your decisions with data and a CPL focus
- 18. Q&A
Editor's Notes
- #2: Donald – technical perspective, Jane – tactical perspective
- #4: Donald’s slide
- #5: Jane’s slide
- #6: Donald’s slide
- #7: Donald’s slide
- #8: Jane’s slide
- #9: Jane will cover Craigslist, Donald will cover ILS
- #10: Jane’s slide
- #11: Jane will cover basic website, Donald will cover SEO/PPC
- #12: Jane’s slide
- #13: Donald’s slide
- #14: Jane’s slide
- #15: Jane’s slide
- #16: Donald’s slide
- #17: Donald’s slide
- #18: Donald’s slide
- #19: Donald take lead on technology, metrics, high-level strategy questions, Jane on basic nuts & bolts/tactical questions