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Million Dollar Mega Marketing-The Internet, E-mail and More

Million Dollar Mega Marketing-The Internet, E-mail and More. Today Tomorrow What’s Hot. Today. Why is internet traffic so important? Low cost per lease Can close prior to visit reduces on site tour time Inquiry to delivery time minimal Usually within 10 minutes

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Million Dollar Mega Marketing-The Internet, E-mail and More

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  1. Million Dollar Mega Marketing-The Internet,E-mail and More • Today • Tomorrow • What’s Hot Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  2. Today Why is internet traffic so important? • Low cost per lease • Can close prior to visit • reduces on site tour time • Inquiry to delivery time minimal • Usually within 10 minutes • May be able to catch them before the shop around Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  3. Why is internet traffic so important? • Increased lead frequency on traditional slow days* • Highest traffic Days M-W • Changes your customer relationship • Sets the tone for an interactive manager/resident relationship • Changes the Service Expectation • * May Vary by Market Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  4. Internet MarketingWhat you should know... • The Internet Caters to Relocating Renters • Why do people relocate? • New Job • Marriage • College • More qualified • Company Pays Relocation • Adding Second Income • Still Depending on Mom and Dad • No preconceived notions • Location • Brand Identity Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  5. Internet MarketingWhat you should know cont’d • 1st Point of Contact 60-90 days out • Can Net down their search • You become their relocation partner • Take the opportunity to introduce your brand/community • Provide key relocation information Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  6. Web Site Essentials-The Basics • Leasing Information • Community Information • For Residents Only • Recruiting Information • Corporate Culture Info Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  7. Leasing Information(The Basics) • Current Rents • Contact Info • Office Hours • Directions • Photos • Floor Plans • Amenities Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  8. Community Information • Parks and Recreation • Public Transportation • Local Attractions • Schools • Shopping Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  9. Maintenance Requests- Lease Renewal Info Leasing office e-mail Clubhouse/ Boardroom reservation Miscellaneous Community Links Events For Residents Only Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  10. Recruiting Information • Job Listings • Benefits • Company Recognition Program • Corporate Awards • E-mail Link for resumes Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  11. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  12. CORPORATE CULTURE • Company Profile • Mission Statment • Services Offered • Community Involvement • Financials Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  13. TOP 50- HOW THEY FAIRED • 28% No Web Site • 50% Have Leasing Info • 10% Have Community Info • 12% Have Residents Only Section • 44% Have Recruiting Information Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  14. How To Maximize Your Internet Exposure • Marketing • Training • Tracking Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  15. Marketing On The Internet • URLs-example • www.communityrealty.com • www.communityreality.com • Links to/from other sites • Registration • Banner Advertising • E-Mail Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  16. Free Links • www.apartments.com • www.aptsforrent.com • apartmentguide.com • www.rent.net • www.springstreet.com Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  17. valuerent.com freeyellow.com apartmentworld.com rentalscout.com apartmentlinks.net http://vacancynet.com .rentsearch.com 411now.com apartmentlinks.net divtech.net/classifieds rent-it.com yahoo.com digitalcity.com rentbase.com rentcheck.com/ homehunt.com/ ep.com/h/epages.html heretoanywhere.com magnet.mwci.net/mall/relonet/home/) SOURCE TAMI SIERWUK Free Listings Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  18. Your web address is your phone number for the next century-include it in everything Newspaper Guidebooks Direct Mail Private cable TV Channel Redesign logo so it is automatically included regardless of who designs the ad “Current” voicemail (For Rent Mag) make sure URL is included in message PRINT MARKETING Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  19. All Stationary corporate and site level Fax Cover Sheets Brochures Faxable floor plans Community/Corporate Newsletter Maps to community Move-in gifts Resident referral cards/door hangers Coupons Tell us what you think cards Guest Cards Office note pads Key chains Coffee Mugs COLLATERAL Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  20. Put web address on all signage Voice mail-”We are unable to take your call, but please feel free to visit our web site at www…” Community Shuttle Hours of operation sign Uniforms Lease Miscellaneous On Site Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  21. TRAINING-The Basics • Get internet access in the leasing office! They won’t recommend something they don’t understand. • At a minimum get leasing consultants e-mail • Hold leasing consultants accountable for detailed qualification of internet leads Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  22. Telephone Do you have access to the internet? What is your e-mail address? Have you seen our web site? I can fax you floor plans, or you can print them off of our website Internet Make leasing consultants experts on your website Teach them how to give tours over the web Train on the differences between all online sources **Allstar Training** Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  23. Add the following questions to your shops Did the answering machine offer the web address? Was your call or internet request returned promptly Did leasing consultants offer web address Follow Up Phone call- remind prospects to look you up on the web E-mail follow up note if they gave an address **ALLSTAR TRAINING** Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  24. RESPONSE TIME • 12 Inquiries Sent • San Francisco, Chicago, Boston, DC, Atlanta, Houston, Columbus • Apartments.com, Aptsforrent.com, Apartmentguide.com, Rent.net, Springstreet • 2 Return Responses Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  25. Contest Example-CESmith • Leasing consultants earn points for timely responses • 24 hour response=10 points • 48 hour response=7 points • 72 hour response=5points • >72 hour response =0 points • No response within 5 days =-5points • The top 3 scores win! Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  26. TRACKING • Todays traffic today will be tomorrows income-find out! • Enables you to maximize what is working • Use contests to get excitement going • Break out sources on your Rent Roll/AMSI Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  27. CURRENT INFORMATION • 10 Properties Surveyed • Called to Verify Posted Rents on the Web • 3 were accurate • 10 were inaccurate Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  28. TOMORROWLAND • Expanded Level Of Service • Resident Service • Electronic Commerce Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  29. RESIDENT SERVICES • Business Centers-Add the extraordinary not just the ordinary • Scanners • Laser Color • High Speed Internet Connections • Video Conferencing/Web Cam Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  30. RESIDENT SERVICES • IM Technology • allowing residents to “instant message” maintenance requests right to maintenancetechnician • Moving Coordinator • full time employee who follows up to see that all aspects of the move go smoothly • Relocation Office • One stop shop for everything you need to facilitate your move Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  31. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  32. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  33. Provide and accelerated level of service-concierge online Increase ancillary income Examples Cable Phone Dry Cleaning Groceries Movie Rentals Shopping Newspapers Movie Tickets E-COMMERCE Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  34. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  35. PROPERTY PORTALS • Partner with a company that provides • high speed connection • internet service • local content • restaurants • drycleaners • shopping Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  36. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  37. E-Mail Marketing • Make sure guest card asks for an e-mail address • ask permission to communicate via e-mail • ask for secondary e-mail address • Use “direct mail” concept to market via e-mail to those who visited but didn’t lease • Use relevant data to target prospects (birthdays, etc.) • Build a residents only e-mail list to make important announcements Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  38. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  39. What's Hot! CD Rom Brochures • Use for Corporate Outreach • Relocating Renters • Potential Management Clients • Model After Website • Use your best “sales pitch” • Location • attractions • transportation Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  40. What's Hot! CD Business Cards Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  41. Flat Screen LCD Or Video Web Cam for Video Conferencing What's Hot! Interactive TV Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  42. What's Hot! Banner Ads Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  43. What's Hot! Free Web Sites • Basic formatted sites • Can have simple graphics • Are e-commerce enabled • Can upgrade for minimal amounts Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  44. Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  45. You know the web works, now you are ready to invest These sites are high design and function E-commerce enabled HTML Java Script What's Hot! Second Generation Web Sites Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  46. Insert homeboyz.com sceen shot Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  47. You know the web works, now you are ready to invest These sites are high design and function E-commerce enabled HTML Java Script What's Hot! Second Generation Web Sites Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  48. Interactive TV-sony.com Online Rent Payment-Netzee.com Free Web Sites-Bigstep.com Second Generation Web Sites-homeboyz.com Darwin networks-darwin.com CD Brochures/business cards-Mobile Video, superduperdisc.com Streamline.com-Director of New Business Development Harvey hrappaport@Streamline.com Web Cam-Intel internet videiophone, intel.com Vendors Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  49. SOURCES/RESOURCES • Mary Froehlich and Doris Topel-Bozzuto Management • Jim Teller-Kay Management • Rose Roberts, Anika Davis and Andrew Smith-Charles E Smith • Elaine DeLude-Grady Management • Ann Marie Rice-Springstreet.com • Wendy DeMayo-AJ Dwoskin & Associates • Michael Oakes-Southern Management Million Dollar Mega Marketing Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton

  50. Whitney Patton pattonwj@washpost.com 202-334-5775

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