I Work By Myself: Marketing Tactics That Work for Small Owners and Small Departments Small companies and single-member departments often struggle under the weight of their marketing choices and how to think about them in a structured way. Rather than present yet another marketing plan template, we’re asking innovative thinkers to come up with prescriptive plans to advise small companies and simply recommend time- and cost- effective tactics all at once. The focus of this session will be on delivering, ordered, contextual lists that are rank-ordered in terms of priority. Matt Adler, Principal, Adler Development Heather Campbell, Vice President of Marketing, Riverstone Residential Bill Szczytko, Director of IT, Maryland Management

1. I work by myself… Marketing tactics that work for small owners

4. I WORK BY MYSELFMarketing Tactics That Work For Small Owners Matt Adler Adler Residential AIM 2011

6. Adler Residential Corporate Directory Matt Adler Principal Matt Adler Regional Manager Matt Adler Human Resources Matt Adler Property Manager Matt Adler Head Of Maintenance Matt Adler Marketing Director Matt Adler Complaint Department Matt Adler Sweeper

7. ‘AIM’bition… we came to AIM to learn how not to waste our limited marketing budgets…

8. Rx For Success The Cinderella Principle Nail The Basics Survey Experiment The Power Of ONE O

9. The Cinderella Principle

10. The ‘AIM’bitious Cinderella Principle(NJ Edition) The perfect is the enemy of the good… Voltaire

12. Return messages

13. Answer e-mails

14. Don’t let prospects get awayLEAD TRACKING This is what happens when your foundation is not solid…

15. NAIL THE BASICS Getlisted.org  Claim and control the free listings Get listed on the web… Expressupdateusa.com Yellowpages.com

16. NAIL THE BASICS Just remember, it’s not really ‘free’… Craigslist … so be more effective … and be more efficient!

17. NAIL THE BASICS Partner Up With An ILS Significant financial resources Appear at the top of a majority of searches Pick the best (market specific) provider

19. Experiment building out a Respage community Monitored and assisted exposure to social media Why? Steady stream of content Integrates your website, Facebook and Twitter Resident communication Organic search exposure (SEO) 5+(2 x 52) > 5

20. The Power Of ONE! O Overcome Outsource Network Examine

21. The Power Of ONE! O Overcome Budget constraints Objections Limitations

22. The Power Of ONE! O Outsource Speakers and trainers Designers YOUR RESIDENTS Bloggers Photographers Videographers Referrers

23. The Power Of ONE! O Network Our industry is full of wonderful people Idea generation It’s one huge benefit of being here! Don’t reinvent the wheel

24. The Power Of ONE! . . O Eyes Monitor your progress Examine the data Measure the results Watch the market

25. But I don’t have a model…

27. No Model? No problem! Empty apartment photos Digitally furnished www.virtualstagingsolutions.com/adler coupon code AIM2011

28. Rx Review The ‘AIM’bitious Cinderella Principle Nail The Basics Survey Experiment The Power Of ONE! Jersey Edition O

29. In closing… Go home and hit the ground running!!

30. Matt Adler madler@AdlerResidential.com

31. I work by myself: Marketing Tactics that work for small owners and small departments Bill Szczytko Director of IT for Maryland Management Twitter: @BSitko http://www.facebook.com/BSitko Blog: http://www.bsitko.com Email: BSitko@marylandmgmt.com

32. Too much crap

33. Your Enemies: TIME MONEY

34. What are other things that dictate your priorities? 1) Company Culture

35. What are other things that dictate your priorities? 2) The type of Marketing person you are. Are you person centric? Are you a creative Marketer? Are you analytical? Stop reading this and look at the guy talking. Geeks are hot.

36. What are other things that dictate your priorities? 3) Market demands.

37. One size doesn’t fit all

38. Get these things right… 1) Killer Website Did you know that 78% of internet users conduct product research online? Companies that blog get 55% more web traffic. Stats from Hubspot.com

39. Get these things right… 2) Craigslist

40. Get these things right… 3) Google Places… make sure you’ve claimed your listings.

41. Get these things right… 4) Develop a partnership with an ILS.

42. Get these things right… 5) Employee Empowerment and Training

43. Get these things right… 6) Know your competition

44. Conclusion Time Determining what to do next. Depends on culture. Depends on YOU. Depends on the market. Oh yeah..It depends on whether you have the time and money too. Remember.. one size doesn’t fit all.

45. Some final takeaways Asset management.. Cloud style Box.net or Dropbox.com Flickr or Photobucket Email2Db Google Voice Get out there and learn!!

46. I work(ed) by myself. Heather CampbellRiverstone Residential

47. What I thoughtit would be like.

48. Turns out it was more like this.

50. Wildly disparate portfolio ranging from moderate product to Class A++ high-rises

51. Well-known and respected in the market but no real unified branding strategy

52. Tenured and talented onsite teams with a desire to dominate the market

53. Roughly 23% of leases sourced through the Internet

55. Goals for today A prescriptive overviewof the marketing programGo-to marketing analyticsMaintaining sanity

56. Priorities TrainingResident experience(SUFFICIENTLY DIFFERENT & SUFFICIENTLY BETTER)New school vs. old school(ONLINE VS. OFFLINE) MarketingBranding(LEVERAGE A GREAT REPUTATION & CREATE EFFICIENICES)Major SEO & SEM(INVEST FOR THE LONG HAUL AND EXPLOIT ONLINE CHANNELS)Establish metrics(REDUCE SPEND)

57. Branding

59. More intuitive path to pricing & availability

60. Robust online leasing (vs. online reservations) and rent payment

61. Created a distinct branded look, feel & voice consistent with the website design

62. Simplified design & messaging across the board: SEM, print collateral and signage

65. Long-term benefits vs. short-term feel-good tactics

66. Exclusive focus on the branded website

67. Eliminate individual community sites

68. Redirect vanity urls to the parent site

69. Rebuild the back-end for search

70. Implement a robust content & linking strategy

71. Keyword research & refinement

72. Website and PPC

73. Immediately reduce PPC spend

75. Optimized content themes that established my company as an expert in Denver apartments

76. Internal and external linking strategy

77. Improved user experience

78. Cleaner, more intuitive path to key conversions: find apartments, check availability, lease now & contact

79. Complete online leasing (in-house) & rent payment (third-party)

80. 50% average year-over-year increase in unique and repeat visits

81. Brand website #1 source of leasing traffic

83. Unique & repeat visitors

84. Pages viewed, time on site, navigation path, key conversion milestones

85. Organic, paid & referral sources

86. Top 10 keywords & keyword performance

87. Campaign tracking and navigation path

88. Inbound and outbound links

89. Pages depth

90. Rankings

92. Refined campaigns so we weren’t competing with each other

93. Geographical & competitive trigger keywords for individual properties

94. One “bucket” account for general search terms

95. Ratchet spend up and down by specific unit types and availability

96. Reduced spend by 75% (CPC average < $2)

98. Weekly and on-demand campaigns

99. Deals of the Week – 7 week recurring campaign to all prospects

100. Special campaigns to promote community leasing weekend and other specials

101. API to/from Yardi to automate messaging

102. Average open and click-through rates of 38% and 67% respectively

104. Redeployed savings into SEO / SEM programs

106. Resident experience

108. Identify what’s working and impact opportunity gaps

109. Major focus on follow-up

110. Tied online training program to desired behavior

111. Reconfigured the guest card to match our follow-up program

112. Dramatic improvement response times and consistency

113. Provide better support for the leasing process

114. Communication plan from lease to move-in

117. Specials and availability functionality had to be managed by our onsite teams

118. Easy-to-use dashboards configured in our CMS gave the teams easy access