This webinar highlights the very best of the AIM 2012 Conference and reveals the cutting edge topics slated for 2013 so you can get a jump on the competition and market like a rock-star. This complimentary webinar will provide you with action-oriented information that you can use in your marketing and training efforts today.

1. AIM 2012 and
2013 Preview

2. AppFolio
• Web-based property
management software
• Complete Solution Includes
• Property Mgmt & Accounting
• Online rent collection (free)
• Prospect / Guest Card Tracking
• Marketing
• Website
• Payment processing
• Online applications
• Resident Screening
So You Run a More Successful Business
©2012 AppFolio, Inc. All Rights Reserved.

3. Grace Hill
• Leading Education Provider
• Offering eLearning for more than 10 years
• More than 1,500 courses taken each day
• Accounting
• Apartment-Industry Specific Training
• Fair Housing, Preventing Sexual Harassment
• Intro to Social Media, with Lisa Trosien
• Dozens more in English & Spanish
• Vision Learning Management System (LMS)
• Custom Course Development
• www.gracehilllearning.com for course previews
©2012 AppFolio, Inc. All Rights Reserved.

6. Webinar Agenda
• Social Media and Customer Experience
• Mobile, mobile, mobile
• Ratings!
• Reputation management
• Data-driven marketing
• AIM 2013 ($50 discount code delivered here)
– The art of marketing
– Video
– Cutting-edge social media

7. Campaigns!
Sarah Greenough
Princeton Properties Management, Inc.
Friday, April 27, 2012

8. Sarah Greenough
Princeton
Properties

9. Increase Social Exposure
Reduce Outbound Marketing Spend
Continue with Customer 1st Approach.
Three areas of focus for 2011:
• Ratings & Reviews initiative
• Facebook Campaign
• Company Blog launch
Infrastructure was already in place, now we wanted to grow our
social exposure in hopes of giving the customer a better experience
while increasing our ROI.

10. Polling Question #1

11. Our Facebook Challenge
• Increase FB Fans &
Blog site referrals.
• Increase interaction
with residents & fans
on existing FB pages.
• Decrease outbound
marketing expenses.
Narrow your focus.
Concentrate on a few targeted social initiatives.
Do them WELL!

12. Facebook Campaigns
Fan Growth
Corporate:
1. Summer E-Reader Sweepstakes
FB Fan Growth (%): +472%
2. What I’m Thankful for Photo Contest
FB Fan Growth (%): +18%

13. Facebook Campaigns
Results for Corporate FB
121.43% Blog’s #1 Referral
e-Reader
increase is Facebook
Referrals
33.85%
increase
0 200 400 600 800
1000
2011 2010

14. Facebook Campaigns
Increase Interaction
Property:
1. Ugly Sweater Photo Contest
Cost: $0 – 3 Partner’s paid $150
2. Be my Valentine Caption Content
Cost: $50 – Partner paid $50
3. Facebook BINGO
Cost: $500 – Operating costs

15. Facebook Campaigns
Results for Property FB
Numbers Speak Volumes
Subject Property – Worcester, MA

16. Polling Question #2

17. Ratings & Reviews:
Past, Present & Future
Erica Galos-Alioto, Yelp
Patrick Grandinetti, Google
Wade Hewitt, ApartmentRatings.com
Wednesday, April 25, 2012

18. Yelp, Google and ApartmentRatings.com

19. Reviews & the Bruised Corporate Ego
“Any business owner who has invested a considerable
amount of time and energy into building a business is going
to be somewhat protective and defensive when they hear
negative feedback about what kind of job they are doing.”
-- Erica Galos-Alioto, Yelp

20. Reviews as a Conversation

21. Reviews & The Competition

22. Reviews as Market Research

23. Editor’s Note – Tag Clouds
• Tag clouds = quick visual
• Export text from review sites
• Free at TagCrowd.com, Wordle.net

24. Responding to Residents

25. Good Service = Good Ratings

26. Zero Moment of Truth
"It's imperative that marketers today, no matter the
industry, work hard to win their customer's Zero Moment of
Truth. And as part of that, fully embrace the role reviews
and ratings take in that process to impact a future
customer's ZMOT."
-- Patrick Grandinetti, Google

27. Patrick Grandinetti
Head of Real Estate
Google, Inc.

28. Win at Point of Decision
According to Procter &
Gamble, shoppers make
up their minds about a
product in three to seven
seconds, just the time it
takes to note a product
on a store shelf.
This time lapse is called
(by P&G) the “First
Moment of Truth," and
it's considered the most
important marketing
opportunity for a brand.
— Wall Street Journal, 2005
Google Confidential and Proprietary 28

29. The Traditional Mental Model of
Marketing
• Stimulus First Second
Moment of Moment of
Truth Truth
29

30. A New Path to Purchase Holds True in
Real Estate
89%
of home buyers in the
US use the internet to
research real estate
information
30
Source: National Association of Realtors Profile of Home Buyers and Sellers, Updated November 2011

31. A New Path to Purchase Holds True in
Real Estate
78%
of US Internet users go
online to search for
information about products
and services.
32%
have posted product
reviews or comments online.
Sources: ―Online Product Research,‖ Pew Research Center, September 2010 31

32. The New Marketing Landscape
Stimulus First Second
Moment Moment
of Truth of Truth
Which becomes the
next person’s ZMOT
32

33. +1 What You Recommend
Available on:
Google search results Google search ads 3rd Party sites
33

34. Connect on Google+
34

35. Engage in YouTube Comments
35

36. Embracing Engagement
“I think there are a lot of myths and misunderstandings
about ratings and reviews out there. If you encourage and
embrace ratings and reviews, you get a much more accurate
spectrum of user sentiment.”
-- Wade Hewitt, ApartmentRatings.com

37. ApartmentRatings
The leader in consumer reviews for apartments
• Over 4.7 million visits
per month
• Over 80 thousand
properties
• Over 1.2 million reviews
• Over 20% of
prospective renters that
visit the leading ILS sites
also visit
ApartmentRatings
Source: comScore November 2011 and Google Analytics

38. Reviews are Growing in Importance
• The percentage of people who say they used
ApartmentRatings during their apartment search has
increased nearly 20% the last two years in a row.
• 52% of current apartment residents used ratings and reviews
websites when they found their current apartment.
• 89% of consumers say they find online channels trustworthy
sources for product and service reviews, up 25% from the
prior year.
Source: ©SatisFacts Research (SatisFacts.com) and 30 Lines (30Lines.com) “Getting Inside the Head of Today’s
Online Renter” study, July 2011.
2010 Cone Online Influence Trend Tracker

39. Reputation Management
ApartmentRatings’ Manager Center allows apartments to take
control of their reputation
• Respond to reviews as
the “Verified Property
Manager”
• Update property
information like
photos, rents and
floorplans
• Set specific URLs and
phone numbers for
each property

40. Reputation Management
Responding to reviews is key
• Manager Center
customers tend to see
increases in their
ratings.
• Improvement in ratings
are correlated to
responding to reviews

41. Reputation Management Lifecycle
• Perception • Consumer
Shift Review
- Expand - Positive
. Reach - Negative
- Social
Marketing
- Deep - Causation
.Breath
- Take
- Honest . Action
.Response
• Manager • Manager
Response Analysis

49. Polling Question #3

58. Polling Question #4

69. Online Reputation
Management
Wednesday, April 25, 2012

70. Aaron Helfman, Director of Marketing, Korman Residential

71. Online Reputation Management
The International ORM Industry
The above image is from
a leading ORM firm.

72. Online Reputation Management
Venturing Beyond Social Media

73. Differentiating ORM from SEO

74. Unmanaged Online Reputation
Destructive Anonymous Content

75. Polling Question #5

76. The 4 Steps to Successful ORM
Assess, Create, Empower, Reassess

77. Editor’s Note
Malicious vs. Self-Inflicted
• Malicious is an
unstable
renter making
libelous
accusations
• Self-inflicted is
suing a renter
over what they
Tweet about
you.

78. 1. Assess
Your Current Online Reputation

79. 2. Create Your ORM Program
Improve Your Online Reputation

80. 3. Empower Your Associates
Provide Formal ORM Training

81. 4. Reassess Regularly
Evaluate Your ORM Program

82. Free Reputation Management?
Prospect Reviews

83. Hiring A Professional ORM Firm
When Reviews Are Not Enough
The above image is from
a leading ORM firm.

84. Editor’s Note - Negative ORM Sites
• RipoffReport.com ranks highly
• SearchEngineLand.com great source for help
with ORM
– http://searchengineland.com/how-to-remove-
ripoff-reports-from-google-not-just-bury-them-
65173

85. Understanding ORM Firms
Hype vs. Realistic Expectations

86. Business Meets Personal ORM
The above marketing is
from a leading ORM firm.

87. Social Analytics
Stegmaier, Davidoff and Spiegel

88. Friends Drive Social Networks

89. Measuring Online Word of Mouth Marketing in Multi-Family
Lead / Lease
Social Reach Friend Match Referral Match
Match
3x increase in
20,434 social 2x Increase in
16 million friends participant
networking Closing Ratio
reached referral rate
friends moved-in (8% vs 14%)
(3% vs 9%)
$0.09 / Friend $100 / Friend $7 / Lead Influence $387 / Referral
Reached Match $54 / Lease Influence Match
* Based on combination of case study data, 16 million friend interactions, 1 million leads analyzed and over 8,000 referral bonus conversions.

90. What’s next for Social in Multi Family
Lead/Lease Influence Reporting Surveys
Search Lead Scoring
Revenue Management

91. Predictive
Analytics
Chris Brust: VP, Business Intelligence - Archstone
Matt Eilen: Director, Decision Support - Aimco
Moderator - Rich Hughes: VP, Strategic Revenue Systems - Realpage
Thursday, April 26, 2012

93. What is Predictive Analytics?
• Reporting
• “What is my marketing spend per channel month-to-date/ quarter-to-date / year-to-date?”
• “What was my cost-per-lead by lead source last month?”
• Analysis:
• “How effective were my ILS upgrades last quarter?”
• “Did last month’s email campaign have more impact on the one-bedrooms, two-bedrooms, or
three-bedrooms?”
• “Did our change in transfer policy at our pilot communities last year have any material change in
renewal retention?... can we look at that by market?
• Monitoring
• “What’s currently the hottest ILS?”
• “How’s my new campaign doing?”
• “Is this new marketing channel cannibalizing the old ones?”
• Prediction
• “How will this policy change improve customer satisfaction / retention?”
• “How will this renewal model modification impact rental revenues next year”

94. Data Analytics Continuum Multi-Family REITs
There are different levels of maturity which result in varying complexity in how
companies analyze data and leverage it
Examiner Extrapolator Multivariable Modeler Statistical Visionary
Competency  Reports previous results  Projects future  Develops complex models  Conducts constant
and tries to explain past performance based on based on a numerous dependant heavily automated
Level performance historical performance and independent variables statistical data analysis
 Conducts some basic statistical to drive every day
analysis to test / prove decisions
hypothesis  Culture of data-
 Sophisticated in house supported decision
capabilities or engagement of making at all levels in the
external experts organization.
Task  Departmental analysts  Central analyst or team  Centralized team of analyst  Centralized analytic
reporting to functional of analysts reporting to dedicated to enterprise-level professionals and semi-
Organization area experts C-level projects professionals.
 More advanced  Emergence of Director/VP – level  Senior-level leadership
departmental analysts leadership of an enterprise of the analytics function.
analytics function
Typical  Basic Excel  Advanced Excel data  Advanced Excel  Advanced data analysis
analysis tools  SPSS / MS Analysis Services suites
Toolsets  Open source (R)  Open source (R)
94

95. Data Analytics Framework
Successful organizations have formalized channels / methods for identifying the
highest value analytics.
• The two most critical aspects are selecting the right projects and having a strong
change management capability to implement vetted recommendations
Report /
Identify Compare / Select Implement
Conduct Analysis Recommendations
Opportunities Opportunities Recommendations
Results
Receive Requests Review Prelim Develop Plan / Summarize Develop Rollout
/ Brainstorm Results Timeline Findings Plan
Determine Specific Actionable Setup Change
Prioritize Analysis Gather Data
Bandwidth Recommendations Management
Conduct Prelim Level of Effort vs Setup Model / Incorporate Develop Tracking /
Analysis Potential Benefit Analysis Feedback/Changes Reporting
Urgency of Run / Validate Finalize Analysis /
Scope Analysis
Analysis Model Project
Iterate on Analysis
/ Hypotheses
Reach Internal
Consensus
95

96. Case Study #1
In 2010, Aimco Conducted a Detailed Analysis Comparing Modeled FTEs vs Actual
Property Headcount
• Sample Front Office Model Variables
Variable Events - Time to Handle Activities Variable to Unit Count Activities Fixed
Guestcard # minutes per Rent Collection # minutes per unit per month Bank Deposits # minutes per day
Site Visit: # minutes per Rent Delinquency Follow Up # minutes per unit per month Walk Marketing Path # minutes per day
Application: # minutes per Posting Rent Payments # minute per unit per month Email / Calls # minutes per day
Lease: # minutes per Vendor Management # minutes per unit per month Team Huddle # minutes per day
Move In: # minutes per Time Card Management # minutes per unit per month Talking to Regional Leaders # minutes per day
Expiring Lease: # minutes per Resident Interaction # minutes per unit per month Team Member Issues # minutes per day
Renewal: # minutes per Dealing with Service Requests # minutes per unit per month Reviewing Reporting Materials # minutes per day
Move Out: # minutes per Mail / Packages # minutes per unit per month
Training # minutes per unit per month
• Sample FTE Model Output
Front Office FTE Requirement by Month vs Actual HC
140
120 120
Resulting Initiatives
115 115
120 110 110 110 110 110
102 102 105
20 20 20 20
100
10 10 10 Variable Staffing
80
Technology Enablement
FTE
60
100 100 100 100 100 100 100 100 100 100 100 100
40 Better Leveraging Offsite
20 Resources for Non-Core
0 Activities
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month
Base Incremental Actual HC
96

97. Case Study #2
In 2010, Archstone Conducted a Detailed Analysis to determine the biggest drivers
of customer satisfaction
• Resident Relationship Survey topics:
Apartment, Apartment Maintenance, Care for Concerns, Community Features, Community
Maintenance, Management Communication, Policies and Guidelines, Community management “soft”
skills,” Renewal Process, Social Activities,
Responsiveness
Resulting Actions
Operations-led initiatives
in various resident-
focused categories
Re-prioritization of
company initiatives and
Capex funding
97

98. AIM 2013
• April 29 – May 1
• Hyatt Regency Huntington
Beach
• Aimconf.com for more info
• Discount code for $50 off
only thru 12/14
webinar2013

99. Polling Question #6

100. 2013 Marketing Edge
• Creative design – using beauty to sell
• Video, video, video
• Cutting-edge social media

101. Polling Question #7

102. Thank You!
AIM 2013 Discount Code
Webinar2013
Valid thru December 14, 2012
Steve Lefkovits
510-444-2988
steve@jtimedia.com