Connecting the Dots-Webcon 2015
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Holli Beckman discusses how apartment rental companies can get the most out of their online content and customer conversations. She notes that people dislike apartment hunting and are constantly looking for help online. Her suggestions include listening to customer conversations on social media to understand their needs, then jumping in to offer relevant information to help in a natural, human way. If the help is good and promises are delivered, it can turn a customer into an advocate for the company.
Connecting the Dots-Webcon 2015
- 1. Connecting the Dots… Holli Beckman @Apartmentalist Getting the most out of your content
- 3. Apartminty The eHarmony of Apartment Hunting
- 4. SO Much Content… 6.9 million gigabytes of information are delivered to your mobile device & inbox daily
- 5. And Then We Make More…
- 7. Social Proof: 88% Of Consumers Say They Trust Online Reviews As Much As Personal Recommendations
- 8. Review Site Referral Traffic 0 50 100 150 200 250 300 Apartment Ratings Yelp Sept 1-Oct 31 2013 Sept 1-Oct 31 2014
- 9. Review Site’s Conversion Rates 0 2 4 6 8 10 12 14 Apartment Ratings Yelp Sept 1-Oct 31 2013 Sept 1-Oct 31 2014
- 10. Let Your Residents Speak For You
- 11. Let Your Residents Speak For You
- 12. Using Board Maps
- 14. Local Blogger Mentions AKA Strategic Partying
- 16. Social Media is the Most Unintrusive Insight Into Your Customers’ Opinions, Needs, Lives + Patterns
- 17. Identify Your Subject & Eavesdrop
- 18. Use Tools to ID Conversations Fast
- 19. People Loathe Apartment Hunting…
- 20. “The best time to win a customer is when they have their hand raised and they are asking for help.”
- 21. If This Isn’t a Cry For Help…
- 23. …So how do you jump into a conversation?
- 25. Write What The Customer is Searching For…
- 26. Specify It To Your Target Audience
- 27. Twitter Users
- 28. Don’t be that guy…
- 29. Social Is Not the Classifieds
- 30. Mixing content and advertising is like mixing Twizzlers and guacamole. Separate they are awesome, together…that’s just really gross.
- 31. Be Human. Talk to individuals. Celebrate their wins.
- 32. The Conversation
- 33. Deliver What You Promised
- 34. The Result: A Customer AND An Advocate
- 35. Exploit Every Piece of Content
- 36. In Summary…. • Look For Opportunities to Help • Offer Help. Be Human. Have a sense of humor! • Have Content to Back It Up
- 37. Let’s be friends! @Apartmentalist + @Apartminty @Apartmentalist + @Apartminty /Apartminty Apartmentalist + Apartminty Apartminty.tumblr.com
Editor's Notes
- #6: This awesome infographic from DOMO shows you how much content is created by the minute….And NOW there’s periscope and meerkat…how many people are periscoping this right now?? See? It’s so easy to create content, we are buried beneath it! Am I really asking you to create more content? Maybe. But before you do I suggest you check what’s already out there. See if you can repurpose it.
- #8: SOCIAL PROOF. This is survey done by Bright Local and published by search engine land puts it all in perspective. Let that sink in for a minute. Basically 9 out of 10 folks trust the word of a complete stranger as much as review from a friend. So leverage the heck out of that! While we don’t ask for reviews directly, we do ask for feedback. We send digital surveys. Move/anniversary/move out
- #9: In 2014 we made a concerted effort at WC Smith to focus on ratings + reviews. Increased in our portfolio score from 66-88%. As you can see from this incredibly boring graph behind me that increase referral traffic from the review sites to wcsmith.com by 110% from Yelp and 60% from apt ratings
- #10: Boring graph # 2. Conversion rates of the traffic went up 75% for Yelp and 317% for AptRatings. This is what our Csuite actually cares about. Why? Because I know that the lifetime tenancy of my residents is roughly 4 years. At $2k a month in rent that’s a customer lifetime value of just under $100,000. So, if I am increasing traffic and conversions at this rate, in one month 10 renters visit instead of 3 and I renting to 5 people instead of 1…that’s $400k of added value in ONE month....oh and all it took was my attention. These sites are free.
- #11: We took it one step further. These reviews were gold it’s social proof handed to you on a golden platter, so we picked our favorites, hopped on Canva and created these testimonial slides. We have them on our website, pinterest, blog, instagram. People love word art. I can’t explain it. It’s just a thing.
- #13: Using the same testimonials we created a board map on Pinterest. You can do this very easily and I’ll be chatting about this more in the workshop right after this.
- #14: This goes even further when you engage media
- #15: Remember what I said earlier about people trusting online reviews as much as brands? That extends even further when you apply it to bloggers. Tell Jamie party story.
- #16: Now let’s transition to social…Jay mentioned some of our strategy earlier.
- #18: Listen Set up your dashboard to identify conversations you want to be a part of. Just read what the back and forth is. Identify reoccurring themes and FAQs. Design your content strategy around those topics.
- #21: We can argue all day about when in the process we should be reaching the customer or when is most effective or when they will actually absorb our marketing message or we can shut up and listen to our customer. Let them tell us.
- #29: Your Profile & Supporting info Set up your accounts as personable as possible Identify that you are an actual apartment community/management company Think about the conversations you are having right now
- #30: Some properties are trying to replace the classifieds with Twitter.
- #31: Please understand, do not use your blog or your FB or Twitter page to talk about your available apartments. No one is interested in that….on those channels. Your website should be chock oblock full of that and it should be easy to find…but your social content should be clean and helpful. Twitter is not your replacement for the classifieds.
- #32: Notice…the prospect is stalking you, too!
- #35: Final Thoughts: Don’t Make promises you can’t keep. Over deliver on the promises you do make. Your customer will take care of letting the world know.
- #36: Saw the question on twitter, wrote the blog, tweeted out the answer with a link, pinned it on pinterest, Tumblr FB, etc. Use it over and over
- #37: Invite them to an event or offer to put them on the VIP list