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Canadian Apartment Properties Real Estate Investment Trust

Canadian Apartment Properties Real Estate Investment Trust. Website Considerations – CFAA June 2011. Are You Using the Basics? . Not a question of IF you have a website, but HOW you develop, use and leverage your site Focus on business functionality, user experience and ROI

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Canadian Apartment Properties Real Estate Investment Trust

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  1. Canadian Apartment Properties Real Estate Investment Trust Website Considerations – CFAA June 2011

  2. Are You Using the Basics? • Not a question of IF you have a website, but HOWyou develop, use and leverage your site • Focus on business functionality, user experience and ROI • What do you need? • How do people find you? • What did they do? • How did it work? “An entire generation is growing up that will never dial a 1-800 number for customer care”

  3. Assess Needs • Scope your needs, goals and investment appetite • Marketing vs sales or operational needs • Functionality in phases (brochure ware vs online interaction) • Scalability • Examine other sites for ideas • Choose your supplier • Experts are needed • Industry vs functional knowledge importance • References (project management, technical, design and branding) • Transition some future work in-house • Get yourself educated

  4. Design and Build • Think about: • Importance of your brand • Brand is the perception your audiences have of your company • Not just colours and layout • First impressions are important • Wireframes and flow of functionality • Storyboards of design • User experience and acceptance testing • Ease of management (CMS)

  5. Website – Search Engine Marketing What good is your website if nobody finds it? • Traditional marketing (your website is on everything) • get found by Google, 14 billion searches on Google each month • 80-90% of people research online • Paid Placement is something to consider • can get expensive, but good if highly focussed in a non competitive market place • explore free tools to help manage campaigns in terms of budget and effectiveness • SEO should be forefront decision making from the design stage

  6. Where should you spend your money – SEO *2010 seomoz survey of SEO experts

  7. Website – Measurement and Analytics • Many tools to choose from • What is your level of commitment, understanding, needs and budget (Google Analytics, Ominture, WebTrendsetc) • Point is – Just do the measurement and follow-up

  8. Website – Measurement and Analytics How do people find you? • Look at where your visitors are coming from • What did they do ? • how many and what pages were viewed? • how long was spent on site? • where did they exit the site? • How did it work? • set goals and change usability to monitor progress Traffic Sources Overview “I know half of my advertising dollars are wasted… I just don’t know which half.” Charles Warnock

  9. Final Thoughts • Know where you want to go first. Then figure out the right tools and suppliers to achieve it. • Have a short term and long term strategy. • Generate company wide buy-in, measure it, talk about it. • We are living in exponential times. • Enjoy! “Failure is not fatal, but failure to change might be.” John Wooden

  10. t.macpherson@capreit.net www.caprent.com www.caprent.mobi facebook.com/caprent twitter.com/caprent CAPREIT

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