Apartment Industry/Multifamily Industry Marketing and Advertising Strategies. Understanding the value of SEO and PPC using Property Solutions.

2. ONLINE MARKETING:
FOCUS ON DATA, NOT DOLLARS

3. 3
AGENDA
01
THE PAIN
Common pain points
when trying to analyze your
online marketing data
02
WHERE TO
START
Having the data that
really matters at your
finger tips
03
TRIED & TRUE
The must-haves of
any online marketing
strategy
04
TAKE-A-WAYS
05
Q&A
Top action items
from expert panel in the
industry

4. 4
THE PAIN
Creating a strategy on a budget? Trying to engage more
customers? Inability to measure marketing campaigns
effectively? Lack of meaningful reporting across marketing
tools? Lack of buy-in?

5. 5
LORI WEBB
Biography
Lori Valenti Webb oversees the marketing team at Associated Estates
and is responsible for the planning, development and initiation of the
property marketing strategies across the portfolio. Lori is directly
responsible for the marketing and pre-lease success of the company’s
5 current lease up properties.
Lori brings over 7 years of property management and marketing
experience to her role at AEC. Prior to joining she worked for
Riverstone Residential Group as the Regional Marketing Manager. She
has been awarded National Achievers Awards and multiple other
company awards. Lori is a licensed Real Estate broker in both North
Carolina and California. She is passionate and innovative and brings a
high-level of experience and perspective to her teams. Lori is
dedicated to providing her teams the best resources possible, including
the optimal return on investment.
She holds a Bachelor’s Degree in English and Marketing from the
University of Massachusetts, Boston.

6. 6
Biography
Originally from Houston, Texas. Graduated from St. Edward’s
University in Austin, Texas with a degree in Graphic Design.
Began working as a designer in the marketing department at
American Campus Communities. Moved up to Creative Marketing
Coordinator overseeing a portfolio of 25 owned and 34 managed
assets. Began working with freelance clients, local businesses mainly,
to manage and direct their online presence.
Hired by Ambling Management Company in August 2013 as Director
of Online Presence.
MIKE ROZELLE

7. 7
Biography
Christine Millier holds the recently created position of Digital
Marketing Manager for Monogram Apartment Collection.
She is responsible for managing a wide range of online marketing
programs for 35 stabilized communities and 12 new developments,
including SEO, SEM, Google+/Google local, social media, multifamily
ILS advertising and reputation monitoring.
Christine has extensive knowledge of the Property Solutions
platform—she designed, built and launched 280 community websites
over the past two years, resulting in over 2 million unique visitors.
Additionally, Christine participated in beta testing a number of new
PSI products at her previous company, Laramar communities.
Christine draws from over eight years of multifamily leasing,
beginning at the site level. Her practical, hands-on approach
combines extensive technical expertise with actionable, strategic
practices.
CHRISTINE G MILLER

8. 8
WHERE TO START
Google Analytics? Leads & Leases Reporting?
On-Site Staff Feedback?

9. Top Metrics
• Overview
• All traffic
• Analyzing web activity by each traffic source
• Demographics of site traffic
• Analytics by region/market
• Time on site
• Pages visited
• Referral traffic
• Social interaction
9
GOOGLE ANALYTICS

10. LEADS & LEASES
At First Glance
• Define success by highest
conversion rate sources
• View 90 day trends
• Optimize top down
• 80/20 rule
Manual Data Entry Source Leads Leases Conversion Rate
10
Yes RentLinx.com 2 1 50%
No Apartment List 911 310 34%
No realtor.com rentals 35 9 26%
No MyNewPlace.com 48 12 25%
No Rent.com 1331 302 23%
No Craigslist 410 85 21%
Yes AEC Property Website 1169 237 20%
Yes Rentals.com 21 4 19%
Yes YellowPages.com 6 1 17%
No Apartments.com 1600 218 14%
Yes ApartmentRatings.com 32 4 13%
Yes Local Web Advertising 33 4 12%
Yes Other Internet Source 1647 199 12%
Yes Google Maps/Local Listing 703 71 10%
No ForRent.com 994 97 10%
No ApartmentFinder.com 374 35 9%
No ApartmentGuide.com 2829 205 7%
Yes Facebook 32 2 6%
Yes Hotpads.com 37 2 5%
No Zillow Rental Network 1244 60 5%
Yes Yelp 30 1 3%
Yes ApartmentShowcase.com 3 0 0%
Averages 613 85 15%
On 2nd Look
• Half of the data is manual entry
• Highest converting source only
brought in 1 lease in 90 days
• How do you hedge human error
Filling the Gap
• Importance of staff training
• Compare apples to apples
as much as possible
• Educated decision

11. 1
1
TRIED & TRUE
Consider five tried-and-true marketing strategies in the multi-family
housing industry today. Whether you’re just getting
started with these or you’re well on your way of perfecting
them, learn more about what’s worked well for your peers in
the industry.

12. Statistics
• 1.28 billion monthly active users on Facebook
• Average time spent on Google+ is 7 minutes per month
• 78% of Twitter’s active users are on mobile devices
• 50 million users signed up on Instagram in the last 6 months
• 80% of Pinterest users are female
• 6 billion hours of video is watched on YouTube per month
Tips
• Activity is key
• Ideal ratio > 6 non-SEO posts to 1 SEO post per week
• Quality “share-worthy” content that is entertaining,
educational, and engaging
• Images are re-shared 2x more than non-image postings
• Always use geo-tagging for SEO purposes
• On-site staff buy-in is a must
12
SOCIAL MEDIA

13. Monitor & Respond
• 50 million businesses worldwide
occupy a presence on Yelp
• 96% of Yelp users across devices
visit the site specifically for the
ratings & reviews
• A Harvard business school study
found that even a 1-star rating
increase on Yelp translates to a
sales increase of 5% to 9%
13
REPUTATION MANAGEMENT

14. 14
ILS PRODUCERS
Internet Listing Services Las Vegas Chicago Dallas Phoenix Los Angeles Aurora Atlanta Austin Denver Salt Lake City Orem Mesa
ApartmentGuide.com
Apartments.com
Craigslist
ForRent.com
Rent.com
ApartmentFinder.com
MyNewPlace.com
realtor.com rentals
Apartment List
ApartmentSearch.com
LiveLovely
Zillow
Zillow Rental Network
Rentals.com
4Walls.us
RentBits.com
RentCafe
Rentwiki.com /
RentAdvisor.com
Vacancy.com
ApartmentGuide Application
ApartmentShowCase
ApartmentSmart.com
AptLivingGuide.com
RentJungle.com
Walk Score
Legend: No Leads Less than Average Leads Average Leads Higher than Average Leads
• There’s no one-size fit all ILS as indicated by the data above
• Evaluate ILS results by market before cutting or adding ILS resources

15. 2.10
1.10
15
Real Results
• CTR has improved 62%
• Avg. ad position improved 9%
Significant Advantages of PPC
• Instant traffic
• Highly targeted campaigns
• Measurable results
• Remarketing to all traffic
Click-through-Rate & Avg. Ad Position Across Portfolio
1.48%
2.39%
1.89
1.72
0.10
3.00%
2.50%
2.00%
1.50%
1.00%
Apr-14 May-14 Jun-14 Jul-14
CTR Avg. Position
30
342
48
362
600
400
200
0
Monthly Clicks Performance
Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14
Varela Cantabria at Turtle Creek
PAID SEARCH

16. SEO: HARNESSING THE POWER OF GOOGLE
166
3500
3000
2500
2000
1500
1000
500
• Arpeggio Property – 377 units
• 1734% Increase in Organic Search Traffic Year-over-Year
• 438% Increase in Guest Card Submissions Year-over-Year
3,045
8
43
50
45
40
35
30
25
20
15
10
5
0
0
Jun
2013
Jul
2013
Aug
2013
Sep
2013
Oct
2013
Nov
2013
Dec
2013
Jan
2014
Feb
2014
Mar
2014
Apr
2014
May
2014
Jun
2014
Before & After SEO: Arpeggio
Organic Search Traffic Guest Card Submissions
Start Pointing
16
SEO Services
started Dec 2013

17. 17
Understanding Google’s Latest Change
• Part 1 of a 6-part local search overhaul
• US based Google test
• Sample size of one billion searches needed
• Local search intensifying in difficulty and skill
PIGEON UPDATE

18. 1
8
TAKEAWAYS
Putting the dollars behind the data. Key takeaways for today
and what to watch for in the near future.

19. ROUTINE
CHECK-UPS
19
201
0
STAFF
TRAINING
Educating your teams on
how to properly key in a
traffic source to help
management make the best
marketing decisions
possible
201
1
DIVE
RIGHT IN
Getting more involved in
the tried & true marketing
tactics earlier than later.
201
4
TEST,
TEST, TEST
Hold your vendors
and your strategies
to the test. Test 1 or
2 new marketing
tactics at a time.
BUILDING
BLOCKS
Going back to the
basics. Making sure
you have your
website, your social
accounts, etc. all built-out
BE
FLEXIBLE
Marketing
landscapes change.
Be flexible and
adjust accordingly
to survive.
201
4
Evaluate lead sources
routinely. Fund what’s
working more and
reallocate what’s not.
TAKEAWAYS FOR TODAY

20. 2014+
USER EXPERIENCE
2
0
2009
• Flyers
• Balloons
• Signage
2010
• Individual Property
Websites
• ILS’s
2011 2013
• Facebook
• Twitter
• Pinterest
• Instagram
• Foursquare
OFFLINE
“Stone Age”
ONLINE
“Presence Established”
SOCIAL
“Content Created”
WEB VISIBILITY
“Content Leveraged”
“Engaging”
• 360 Tours
• Responsive Design
• Mobile Apps
• SEO
• PPC
• Reviews
• Reputation
Management
ON THE HORIZON

21. Q & A
2
1

22. 22
SESSION FEEDBACK
Text “Feedback” and your comments
to 22333 or visit pollev.com/property