Busy marketing leaders need help keeping up with constantly changing pricing, promotions, and ad optimization. With tight budgets and staffing shortages, marketers must leverage the power of strategic automation to stay ahead of the competition.

Today, we are excited to announce the launch of several enhancements to our Ad Automation platform. These new features leverage automation to improve our client’s ability to make campaign changes faster and scale ad management, unlocking new opportunities to increase performance and deliver personalized messaging to prospects.

Dynamic Pricing Gets an Upgrade

The ability to incorporate up-to-date pricing in Google Ads can have a profound impact on your campaign results. By including pricing in ads, you can pre-qualify prospects and ensure your ad dollars are spent on clicks from informed, self-qualified renters.

Previously, ad extensions were the most reliable way to scale the incorporation of pricing across a comprehensive ad campaign. However, communities with less than three floor plans to highlight and limited budgets were unable to take advantage of these benefits.

With our new automated Dynamic Pricing, our team can sync pricing data daily from the top multifamily CRM providers regardless of floor plan options or budgets to ensure ad headlines include up-to-date pricing.

Concession Automation Expands to New Channels

It’s now easier than ever to manage changes to promotions across your portfolio. With Concession Automation, our team is automatically notified to update your ads when offers change within your Apartments.com listings. In the past, these updates were only used to revise offers across Paid Search campaigns.

Our Concession Automation service has extended beyond Paid Search to include ad updates across Display, Meta, Instagram, Google Business Profile Accelerator, and Spotlight users in The Conversion Cloud®. This means once a concession update occurs, it automatically updates all ads, ensuring promotions enter the market faster and with greater visibility.

Clients who’ve enabled instant updates (no proofing) have experienced accelerated concession updates from a three-business-day turnaround to less than one business day across more channels. For clients with requested proofing, changes happen within one business day of approval.

RentCafe, Welcome Home, and REBA Users Can Now Access Ad Automation

We’ve recently made our ad automation service available to users across three additional CRM and Business Intelligence providers. Now, RentCafe, Welcome Home, REBA, Entrata, Yardi, and RealPage users can fill vacancies faster without constantly monitoring offers, pricing, and availability changes across their properties.

Get Started With Automation

Visit our Ad Automation page or schedule a call to learn how we can scale your marketing while saving you time.

Ready to integrate your CRM with Conversion Logix and opt-in to Ad Automation? Contact your account manager today to get started.

The post Conversion Logix Introduces New Ad Automation Updates appeared first on Conversion Logix.

Artificial Intelligence is here to stay. With more and more companies adopting the technology, you will be left behind if you don’t incorporate (or at least plan to incorporate) AI into your marketing strategy. But you also don’t want to implement AI just for the sake of doing it. You need to ensure it works to your benefit and delivers the desired results.

But we’ve always known new technology can be overwhelming. So before we dive into best practices for your AI implementation, let’s break down what it means to use AI in marketing.

Defining AI in Marketing

There’s a wealth of possibilities with AI in marketing so it’s easy to get lost when you’re just getting started. Here are the two most important applications of this new technology for marketers:

Predictive AI. This analyzes patterns in your data to predict possible outcomes. For example, it can look at your contact list and let you know which behaviors and attributes make a lead more likely to convert.

Generative AI. This type of AI helps create text and images based on known patterns from previous data. A good example of this is ChatGPT, which is now being used to generate text answers to questions and prompts. In the design world, even established editing software like Adobe and Canva are now leveraging Generative AI to edit and produce imagery.

Implemented together, these two forms of AI can enable you to automate repetitive tasks, segment your audience, and reach out to these segments with personalized messages and offers.

Implementing AI: Best Practices

AI systems are one of the most powerful tools marketers can leverage to increase marketing performance with limited resources. Here are some best practices for implementing AI to ensure you get the most out of this amazing technology.

Plan your approach by setting clear goals.

Hopefully, your marketing goals are already in place even before implementing AI. This will help in identifying how AI aligns with your overall marketing strategy and which specific areas it can work to support your goals.

Here are some common AI use cases in marketing to help you identify how it fits into your strategy:

• Audience segmentation. For businesses managing hundreds and thousands (or more!) of leads, AI can help segment audiences based on their interests, traits, and behaviors. For marketing teams, this is important in creating more informed decisions and effective campaigns.
• Chatbots. AI chatbots deliver a more personalized and seamless customer service experience, even during times of day when no live agent is available. Once trained, AI chatbots can quickly close tickets with answers that are more relevant and personalized to your prospects.
• Content generation. As AI can pull information from multiple sites quickly and easily, it can guide content creation teams during the research phase. With the right prompt, AI can also generate working outlines that writers can easily follow and edit to churn out blogs, social media copy, and other written content.

Ready your data.

In this age of big data, managing customer information can be very tricky. While AI can help you harness data into something usable for your team, it is important to have clean, high-quality data before doing a full AI implementation. AI systems can only be successful if the data it is fed to analyze is accurate and relevant.

Identify which workflows you can automate.

One of the benefits of implementing AI into your marketing strategy is that it allows you to save time and money by eliminating redundant and monotonous tasks. Identify these tasks, such as data entry, email or social media scheduling, and report generation, to speed up workflows and focus on more important tasks, such as campaign ideation and strategic initiatives.

Enable your people.

As amazing as AI is, it still cannot replace human expertise, so treat AI as a companion and not a replacement for what you and your team can do. Train your team on how AI fits into their daily work routine and allow for continuous learning of the new tools and processes. This also eliminates people’s fear of the new technology, easing their worries about being replaced and instead assuring them that AI is only here to enhance the way things are done.

Stay ethical and adhere to data privacy laws.

With data collection becoming more intrusive and with data being used for personalized marketing implementations, it’s important to build a strong ethical, technological foundation. Be transparent to your prospects about the kind of data you are collecting and how the data will be used. Ensure your AI implementation is data privacy compliant, and take time to review laws periodically so you can make adjustments when necessary. As required by most countries, give a clear opt-out option for your leads.

Level-Up Your Marketing Strategy: Start Using AI

Integrating Artificial Intelligence into your marketing strategy is no longer a trend but rather a necessity to stay competitive in today’s digital landscape. By embracing AI as a complementary tool to human expertise, you can harness its power to drive meaningful results and enhance the overall customer experience.

Interested in learning more about AI marketing? Subscribe to our newsletter and stay up-to-date on the latest AI marketing trends.

The post Best Practices for Implementing AI in Your Marketing appeared first on Conversion Logix.

As supply drives greater competition in the multifamily market and rents soften, multifamily marketing leaders are turning to new technology to create efficiencies and greater performance when faced with limited budgets. 

Nearly half (43%) of multifamily marketing leaders surveyed found Delivering the Same Marketing Performance With a Smaller Budget to be one of the most challenging aspects of their job. When asked where they saw the biggest room for improvement, this group mentioned embracing automation and AI as a top priority.

While this new tech is transforming property management processes at a rapid rate, it’s still in its infancy. In this blog post, we explore five ways marketing automation and AI is poised to disrupt the industry.

Automated Lead Generation and Nurturing

Automation is revolutionizing the lead generation and nurturing process, enabling marketers to build their lead pipeline faster and more cost-effectively. Instead of manual and time-consuming processes, marketing leaders can utilize automated systems to identify and qualify leads efficiently. Self-scheduling applications, gated virtual tours, and chatbots integrate seamlessly into your website, can engage with potential residents, answer queries, and guide them through the application process. This not only streamlines operations but ensures a prompt and personalized experience for prospects.

Personalization at Scale

One of the challenges facing multifamily marketing leaders is delivering personalized experiences to a diverse audience at scale. Technology, like AI chat experiences, gives property management teams the ability to provide customized answers to inquiries faster, more consistently, and with greater detail than before. As marketing leaders lean into marketing automation within their lead management platforms, new doors open up to streamline the email and text follow-up process with Lead Nurturing.

With machine learning algorithms, property management companies can develop the ability to analyze vast amounts of data to understand resident preferences, enabling them to tailor marketing messages, promotions, and even property offerings on a granular level. These insights could be applied to increase the performance of marketing activities while moving prospects through the leasing journey faster.

Predictive Analytics for Strategic Decision-Making

The future of property marketing demands a data-driven approach. Predictive analytics powered by AI can provide invaluable insights into market trends, resident behavior, and the effectiveness of your marketing strategies. By analyzing historical data, AI algorithms can forecast future trends, enabling marketing leaders to make informed decisions and allocate resources strategically. This proactive approach ensures that your marketing efforts stay ahead of the curve.

Streamlined Ad and Content Creation

New generative AI technology is making the content creation process easier and faster by automating the ideation phase of content creation. From generating catchy headlines to suggesting optimal posting times based on user behavior patterns, AI can significantly reduce the time and effort required for content creation. Tools like these can help onsite teams tackle tasks that require content at scale, like maintaining social media profiles, posting to a Google Business Profile consistently, producing content for websites, email messaging, and more. This not only enhances efficiency but also ensures that your marketing materials remain fresh, relevant, and aligned with the preferences of your target audience.

Ad Optimization for High-Performance KPIs

As giants in the marketing technology space, ad platforms like Google, Meta, and TikTok, among others, are leading the charge in adopting AI and Automation into their platforms. With the advancement of new features like Smart Bidding and Responsive Ads in Google Ads, automated event tracking in GA4, and conversion-focused ad objectives in Meta and TikTok, there are now more tools to optimize ad performance with AI. These tools provide savvy advertisers with the opportunity to create more targeted and high-performing campaigns within the same budget by leveraging their immense user data and tried and true machine learning algorithms.

Embrace the Future

As we stand at the forefront of a tech-driven revolution in multifamily marketing, the opportunities presented by AI and automation are too compelling to ignore. The landscape is evolving, and embracing these innovations isn’t just about staying relevant; it’s about making profound improvements to processes to set marketing teams up to meet the growing demands of the industry. Adopting AI and automation will position your property management company for success in a competitive market where speed to lead, a personalized prospect experience, and insights into the customer journey are critical.

Read These Blogs Next

The post The Future of Property Marketing: AI and Automation appeared first on Conversion Logix.

In the era of doing more with less, AI is a powerful ally for marketers and operators seeking out new ways of doing business. As an ad agency in the multifamily and senior living industries, we’ve leveraged the latest innovations in the ad industry for years to keep our clients on the cutting edge. From ad creation to performance enhancement and measurement, AI is quickly becoming an added ingredient in every area of campaign management. In this blog post, we’ll explore how AI is transforming the advertising landscape and what that means for companies looking to maximize media budgets.

Overview of AI-Powered Ad Management Tools

AI’s superpower lies in its ability to scale the unscalable and make complex calculations based on massive amounts of data in real-time speed.

At Conversion Logix, we create, launch, and manage ad campaigns for property management companies across a variety of channels, including Google, YouTube, Facebook, Instagram, TikTok, Display Networks, and Connected TV. Within these platforms, we’ve AI-built tools to streamline, enhance, and scale the process while keeping a human in the loop. Here are a few of the ways we leverage AI in ad management today. 

Ad Creation 

One of the most exciting and new use cases for AI is designing ads with the help of Generative AI. Generative AI, a form of AI that can generate original content in the form of text, images, or audio, is helping marketers reduce the initial stage of copywriting and creative ideation. From asking AI to write a headline under a certain character count that captures a key message to feeding AI images and asking it to generate relevant copy, Generative AI is dramatically speeding up the time it takes for advertisers to develop ads. 

We’ve built EHO-friendly Generative AI tools into our own ad creation process and found these capabilities especially helpful when designing ads for Facebook, Instagram, and Google. Leveraging these tools, Google’s generative AI suggestions, and ChatGPT have helped our campaign managers reduce time spent on ad copywriting by 30 – 40%, while maintaining ad rankings of excellent. This has enabled us to bring campaigns to life across large client portfolios faster than ever before.

Bid Optimization

Advertising platforms have become increasingly more sophisticated over the past few years in their targeting capabilities to help advertisers reach the most relevant audience for their products and services. But in an auction environment, marketers not only need to reach the right audience at the right time, but they also need to outbid competitors trying to do the same.

Google, in particular, has led the charge in this with Smart Bidding, which is now used by over 80% of Google Ad users. Smart Bidding strategies, which are trained from your campaign and website conversion data, leverage AI to identify and increase bids for higher-quality leads. These tools enable marketers to maximize limited budgets by ensuring ad dollars are being spent on the impressions and clicks that are the most likely to lead to high-value conversions. Advertisers leveraging AI for optimization have seen a 15-20% increase in conversion rates.

Each of these bidding strategies has different advantages based on your overall marketing strategy. As a general rule, the more data you can provide AI, the better your results. If you want to optimize your campaign for higher-level actions like leads and tours, you’ll need enough data to feed ad platforms so they can help you optimize toward your desired goals. In one study of over 100 Conversion Logix client accounts, our ad managers found that campaigns that could support and leverage Max Conversion Bidding strategies yielded 20% more conversions than those that used Max Click Bidding, illustrating the value of tracking and producing website leads to enhance AI’s effectiveness.

Dynamic Personalization 

In addition to adjusting bids on the fly to win ad auctions, AI is also being used to help advertisers increase ad engagement. The key to this lies in data gathering and analysis to understand a target audience and then provide a customized ad in real time to generate higher engagement with this audience. 

Google Responsive Ads, driven by machine learning, can pull from a list of prepopulated headlines and descriptions to adapt and personalize ad copy to each searcher. Leveraging a wide variety of high-quality headlines and descriptions allows Google’s machine learning to mix and match ads that will yield the best engagement. 

On average, Conversion Logix has seen Responsive Ads improve click-through rates by 5-6%.

Reporting & Insights

To make better marketing decisions, marketers need better information and help to analyze the daily flood of cross-channel data streams. This is one area where AI can be especially useful. 

With tools like GA4, marketers now have access to AI insights directly in their website analytics platform. These automated insights leverage machine learning to identify trends in your website traffic to help you identify your best and worst-performing strategies and provide suggestions for improvement.

With access to even more data, advertisers can gain access to even greater insights. As an advertising and technology provider with thousands of campaigns and over a million leads generated in the multifamily and senior living space, we’ve been developing a proprietary AI recommendation engine that can analyze ad and lead performance across various marketing channels. 

Tools like these enable us to benchmark performance across our multifamily and senior living portfolio and train AI to offer strategic recommendations for campaign optimization. Our account managers leverage these insights to provide data-driven guidance and when assessing and optimizing campaigns.

The Role of Human Oversight

Contrary to popular misconception, the age of AI in advertising doesn’t mean human advertisers can or should be automated out of the process.

Even the most powerful AI systems today are still very task-driven and specialized. These systems are designed to produce specific outcomes based on parameters and the data they have been trained on. While these tools can be great assistors to the ad management process, they lack the big-picture understanding that human ad managers possess. Think of ad management AI as tools in a toolbox; someone still has to decide whether a hammer or a drill is needed to solve the problem. 

Humans are more creative, strategic, and adaptable than AI. They also have a social and emotional intelligence that is critical to success in advertising. Even as AI advances, human marketers will be needed to decide which direction they want to take in ad creation, what audience they think the AI should help target, and what bidding strategy to use. This combined approach to AI is known as Hybrid Intelligence, a concept that illustrates why the best future outcomes of AI technology will involve humans working in tandem with AI.

Stay Ahead of the AI Revolution With Conversion Logix

Advertisers leveraging AI are moving faster, saving time, generating more leads, and achieving more with limited budgets, giving them a clear competitive edge in the market. 

At Conversion Logix, we’re at the forefront of marketing innovation, leveraging cutting-edge AI solutions to redefine success for our clients in the multifamily and senior living industry. With over a decade-long commitment to understanding the unique challenges of this sector, we’ve developed and leveraged a suite of proprietary AI tools that address industry-specific pain points and provide our clients with a competitive edge. 

Check out these blog posts next to learn more about how we use AI in marketing and our take on the future of the industry.

The post How AI is Revolutionizing Ad Campaign Management appeared first on Conversion Logix.

The unique thing about senior living prospects is that when they start searching for communities online, they are most likely just in the beginning phase of their journey and are not yet ready to move in. This makes lead nurturing very critical because the decision-making process for senior care is often longer and takes more things into consideration. Senior living decisions are significant and emotional, and many seniors and their families have concerns and objections related to the transition to senior living.

Lead nurturing can help maintain engagement and awareness over an extended period, guiding prospects through each stage of their decision-making journey. With consistent communication, marketing teams can build trust, address concerns, provide information, and create a sense of familiarity and comfort to establish strong relationships with potential residents and their families so they know you are the obvious choice when it’s time for them to move through the next phase of the sales funnel.

Here are three lead nurturing ideas that can work wonders in your marketing strategy.

1. Deliver Value-Add Content With An Automated Workflow

“Content is king” is a classic marketing tactic and is still especially true when nurturing your leads.

For content to truly work towards nurturing your leads, however, they should provide value. For senior living prospects, these could be in the form of content designed to educate them on the right care level and to address any concerns and objectives.

For educational content, provide extensive information about the available options, services, amenities, and the overall lifestyle your community offers. Share answers to common questions and valuable resources to help prospects make informed decisions. Good examples of educational content are topics like “how to determine if assisted living or independent living is right for your family” or “how to help an aging parent downsize and move.”

When addressing concerns and objections, create content that helps your senior prospects and their families remove any barrier towards senior living. Two of the most common barriers and how your content can help solve them are:

• Senior is afraid of losing independence. Create email and social campaigns that emphasize how your community supports and enhances independence. Make your content showcase the variety of activities, services, and amenities that empower residents to maintain their lifestyles while benefiting from the convenience and security provided.
• Fear of loneliness. Create articles and campaigns accompanied by photos that highlight the vibrant social life within the community, showcasing various activities, events, and communal spaces where residents can connect. Testimonials from residents who initially had similar concerns but found a sense of belonging and friendship within the community will also do great in addressing this barrier.

When you have a wealth of valuable content, couple it with automation so these great content pieces reach the right audience at the right time. Because senior living prospects don’t move down the pipeline as quickly as prospects in other markets, you must have enough content to nurture them until they become sales-qualified leads. Spread out content on a specific period to not overwhelm your leads while you remind them about your community and what it offers.

2. Send Personalized Emails

Email remains one of the most effective arsenals of marketing teams. Regardless of age, email usage remains at roughly 90% average. However, to actually garner engagement with email, you’ll have to go a step further to stand out in the inbox. We recommend personalizing your email content to make sure you’re not just some random email that they read and discard or even click straight to trash. Create customized, visually appealing emails that address your lead by their name and that include calls-to-action that are also personalized based on their lead history. Keep track of where your leads are in the resident journey and ensure they are receiving the right content for where they are in the funnel. 

3. Retarget With Ads Across Multiple Channels

Lead nurturing beyond the inbox is important because you want to reach your future residents and their families in whichever channel they’re in. Because you’re talking to a wide range of audiences, from age groups that are heavy on social media and web hopping to your actual future residents who may be more into watching videos or looking up information online, you need to have a way to nurture them in all channels possible. Remind your leads about your community as they click around the web by setting up retargeting ads on multiple channels: social media (Facebook, Instagram, or LinkedIn), other websites through Display Retargeting Advertising, and even Connected TV.

Start Nurturing Your Leads Now

Make the most of your lead generation efforts and nurture them to establish brand trust and position your community as their only choice when they’re ready to move in. Contact us for your lead nurturing solutions.

The post 3 Ideas to Nurture Your Senior Living Leads appeared first on Conversion Logix.

Today’s senior living marketing leaders are tasked with maintaining occupancy with tight marketing budgets and small teams in an environment where consumer expectations have become even more complex. Since the pandemic, senior living prospects have started to rely more on online research, requiring operators to develop an omnichannel presence so prospects can contact them across a variety of channels and formats. This means marketing and sales teams now have more platforms to monitor and campaigns to develop, making it imperative for senior living communities to start incorporating automation into their strategies.

Below, we outline the specific industry challenges driving the demand for marketing automation and our best practices for implementing automation in your senior living marketing strategies.

The Challenges of Marketing for Senior Living Communities and How Automation Can Address Them

1. Results are difficult to forecast.

With multiple decision-makers, senior living communities’ sales processes can be complicated, making manual tracking very tedious. This also leads to consistency issues in lead generation and nurturing, making it challenging to forecast results.

How automation helps: Plugging in automation in different stages of the sales funnel helps bridge the gap from one sales interaction to another, making tracking conversions easier, quicker, and more consistent. With automation, salespeople in senior living communities can see how many people are in the pipeline and accurately predict results. This also helps in reviewing what’s working and what’s not with the current sales process and improving it to create a better forecasting system.

2. Leads fall through the cracks.

Since 2020, industries were already shifting to an online purchasing economy, since then, this trend has only accelerated. Today’s prospective residents and their families are no longer inclined to wait the same amount of time to get serviced by a sales team and instead expect immediate gratification. However, with senior living prospects coming in through different stages of the decision-making process, it can be very difficult to manually track concerns and provide responses within the time frame that they expect.

How automation helps: Automation lets you create multiple response flows depending on which stage a prospect is entering your sales process, allowing for the quickest turnaround on their inquiries, whether it’s just a simple inquiry on your services or a request to schedule a tour.

3. Prospects go through a long sales cycle.

In the industry, there is a big push to get everyone to the tour stage right away. When prospects get into the door or on the phone, there’s the pressure to get them into the hands of a salesperson as the first next step. However, with the senior living housing journey, some prospects aren’t at that point in the research process.  Many prospects are not the sole decision-makers and are merely “shopping” for information to provide themselves and other decision-makers with the best option possible.

How automation helps: “Soft conversions”, like RSVPs to your events or sign-ups to newsletters, can be just as important as “hard conversions” in that they keep your community top of mind for prospects — and these are only possible with automation in place. By placing automation within the different engagement touchpoints, leads can process information about your community quicker than usual, shortening the span between inquiry to decision.

The Do’s and Don’t of Marketing Automation

It’s not enough, however, to just have a marketing automation strategy — it should be a strategy that works. Here are five do’s and don’ts to creating a winning marketing automation strategy.

It’s true that clients these days want the data, but they don’t necessarily want the computer. While automation allows you to connect with prospects when there are no warm bodies to man the communication lines, it’s still important to offer prospects the option to connect with a real person. Having a live chat option available on your website allows prospects to quickly have more complex questions answered and provides an additional lead capture opportunity.

This can be as simple as putting your prospect’s name within a message that you’re sending. But you can also go deeper with this, especially during any post-initial interactions like follow-ups and re-engagement. Including evidence that you were listening to them the last time you met or acknowledging what you already know about their needs makes your prospect feel connected to you and the community.

The use of AI, like any new technology, can be tricky. One must learn its capabilities and limitations. Leverage the power of AI to help scale repetitive tasks, spark ideas, and make calculations, but make sure to combine AI with an experienced professional when it comes to complex business decision-making. This AI strategy is known as hybrid intelligence and is all about recognizing the unique talents of humans and AI when assigning roles.

Conclusion

Activating automation within your sales and marketing teams will keep you ahead of the competition and enable you to achieve your occupancy goals faster. Teams will save valuable time in their day by letting go of repetitive tasks so they can spend more time engaging with prospects to move them in the customer journey from lead to resident.

Watch the Webinar!

Interested in learning more about this topic? Watch a recording of our latest webinar with Seniors Housing News, “The Do’s and Don’ts of Marketing Automation for Seniors Housing”.

Listen to a lively discussion between Jen Lovey, Executive Vice President of Sales at Conversion Logix, John Greaves, President and Owner of Next Step Sales Management, and Allison L. Singler, EVP of Sales and Marketing at Edison Equity Residential, as they explore the state of marketing automation and AI in senior living and best practices for implementing it in your organization.

The post The Do’s and Don’ts of Marketing Automation for Senior Living Communities appeared first on Conversion Logix.

Winning over high-quality leads in today’s crowded digital marketplace takes a tremendous amount of effort. A solid acquisition strategy is key to getting leads to your community; however, that’s only the first hurdle. To win the race, these precious leads must be nurtured with consistent and personalized emails so your community stays top-of-mind throughout the customer journey.

Conversion Logix has added new features to our lead nurturing application to make it faster, easier, and more effective for busy marketers to wring out every last drop of value from their lead generation efforts. With our latest update to Lead Nurturing in The Conversion Cloud^Ⓡ, we are enabling marketing and sales teams to reach more leads with greater customization and personalization. 

Let’s dive into all of the ways these new features make it easier for your team to deliver highly targeted experiences to potential customers at every stage of their journey.

What’s New

Greater Customization & Control

Lead Nurturing users can now choose between scheduling a one-time email blast or designing an automated email sequence that delivers a series of messages over a set time interval. The new email blast feature gives users the ability to send timely messages to a larger audience, which is perfect for promoting an upcoming event, a limited-time offer, or a “Now Leasing” message to a large prospect list. 

Send More Targeted Emails with More Personalization

With the new email blasts feature, users are now able to include leads from any application in The Conversion Cloud when building email blast audiences. Users can then segment these leads based on the answers prospects gave to the lead qualification questions. 

This opens up exciting targeting opportunities like sending an email about a newly available one-bedroom floorplan to a list of leads who’ve stated an interest in leasing a one-bedroom. Or promoting pet amenities to prospects who’ve already scheduled a tour of the property and indicated they have a pet.

Save Time With Automated List Building

Stop spending hours on your weekday downloading and merging Excel files to create a lead list for your email campaigns. With our new list builder, you can autogenerate email blast lists based on the application they converted from and easily expand your list to include prospects and leads outside of The Conversion Cloud with custom list imports. 

BYOL—Bring your own leads! Add lead lists from any source to scale the reach of your email lists with unlimited custom lead imports and list-building combinations. 

Streamline Your Email Reporting

Access and analyze email blast and drip campaign engagement with efficiency and ease within one centralized dashboard.

Leverage lead-level email engagement data right at your fingertips to facilitate personalized and timely communication between your onsite teams and your most valuable leads.

Get Started With Lead Nurturing

Our Lead Nurturing solution can help you establish brand trust, stay top-of-mind, and position your community as the obvious choice when your prospects are making a leasing decision. Read our last product announcement to learn more.

How to Get Access Lead Nurturing

• Lead Nurturing is available to all Conversion Cloud users with access to the Unlimited tier. To learn more about The Conversion Cloud service tiers, visit the overview page.
• Existing Unlimited users can start their first campaign by contacting their account manager for assistance.

The post Conversion Logix Unveils Exciting New Lead Nurturing Features to Reach More Leads appeared first on Conversion Logix.

During our webinar with Student Housing Business, “You Have Eight Seconds: How to Market Student Housing in 2023,” we received insightful questions from the audience about ad targeting, TikTok, chat services, and marketing attribution. (If you haven’t had a chance to watch that webinar, click here to watch the recording.) 

In this blog, two of our speakers, Kat Callender, Conversion Logix’s resident student housing marketing expert, and Andrew Cederlind, our President and COO, answered all of your pressing student housing marketing questions. Let’s dive into the Q&A to discover their tips and strategies. 

Digital Advertising

Question: What is the best practice for creating video content for TikTok?

Andrew: Take high-quality photos and videos and then use an agency that can turn that into an engaging ad that speaks to your community. Keep it simple, and don’t try to overcomplicate it with influencers.

Question: Our off-campus student housing is trying to do paid ads through Facebook/Instagram. We want to capture the audience in our area, but Facebook/Instagram rejects us when doing so, and it wants us to promote to the entire United States. Do you have any insight on paid ads and how we can target our area?

Andrew: When you properly categorize the ads and follow ad targeting rules, you should be able to run the ads with more location targeting options. If your ads are getting rejected, it could be because you are selecting targeting options that aren’t recommended or allowed. I recommend working with an agency that specializes in EHO and student housing paid social to ensure you are doing this correctly. 

Question: What is the best way to submit an ad for targeted student population housing ads on Instagram and have it not get rejected? And, under what category? 

Andrew: They should be categorized under housing ads and follow the EHO rules.

Question: How do you deal with the targeting limitations for housing ads, specifically in the special ads category on social media platforms (Instagram/Snapchat) and the limited targeting of TikTok? 

Andrew: We do this in several ways. One of the primary strategies we use is to focus on targeting prospects with intent to purchase or an interest in student housing. We use a variety of interest and behavior targeting strategies to do this. TikTok is great for this because it is more granular than most other forms of advertising and has a large college-aged audience. In addition to interests, we get strategic with location targeting, and with the platforms and placements we choose to advertise on. We run ads on TikTok and Instagram Stories when we want to be discovered by students and Facebook to make sure our ads also reach their parents.

Question: How much do you use GeoFencing to capture who has been at your property? Is it worthwhile?

Kat: During the height of the pandemic, we didn’t use it much as it was harder to pinpoint prime locations for its use, and most touring was virtual. Now that schools are fully back in class and on campus, the school’s location can be a great choice for geofencing to capture students looking to move off campus for the first time or to encourage previous off-campus dwellers to visit your property. We’ve been adding Precision Mobile Targeting Plus more frequently to properties we work with.

Prospect Communication

Question: What do you recommend for our on-site leasing teams to implement to be authentic in replying to Messenger inquiries, texting, phone calls, and emails? We have leasing team members responding to Messenger messages by asking them to call the leasing office when they reached out by digital text/form. A lost opportunity to reach people on the platform they started the convo. What do you recommend for better conversations with students who have reached out primarily via text/forms?

Kat: I recommend having someone dedicated to SMS conversations. Part of what makes live chat so attractive is the quickness of response. They do not want to be told to call the leasing office. Gen Z has grown up entirely in the digital/social age and spent most of their high school and early college life on Zoom due to Covid, this is how they feel comfortable. Being able to accommodate this is critical to winning their buy-in.

Question: Is there a live chat that you recommend? I’ve tried out a few that seem more geared towards multi-family instead of student housing.

Andrew: We have a 24/7 managed live chat service that performs well with a 75% chat-to-lead conversion ratio. It also includes real-time translation into 40+ languages which is great for international students.

Marketing Attribution

Question: How do you attribute leads to digital advertising?

Kat: Through MatchBack reporting with The Conversion Cloud® and Live Chat, we were able to cross-reference leases in a year vs. the leads that engaged with the applications on the client’s website. This resulted in an 11% to 22% conversion rate per property.

Question: Can the panelist share something they did (TikTok, ad, etc.) that had a measurable ROI? 

Kat: We designed a video ad for a student housing property showcasing imagery of their apartment interiors and copy about the types of apartments they have available. These were their results over four months:

• 1,176,434 ad impressions
• 14,718 watched the video 100%
• 1,870 ad clicks
• 13 leases attributed at this time

This is how we were able to identify the ad’s impact on leasing:

1. We identified a lift in organic website traffic correlated with the ad campaign.
2. We launched our lead generation application, The Conversion Cloud®, on the client’s website. This allowed the team to collect the names, emails, and phone numbers of students who scheduled a tour or signed up to join the waitlist. 
3. In our Conversion Cloud® platform, we have attribution reporting that lets you see if they clicked an ad or searched organically to get to the website before converting. We were able to upload a resident list for this community and identify matches between the lead list and the leases through MatchBack, our lease attribution feature.

Question: What is a typical/average new tenant acquisition cost in the student housing industry, as far as marketing/advertising cost per new tenant who signs a lease? $300 to $500 per new tenant? 

Kat: Based on the MatchBack report we ran vs. the monthly cost of a search engine marketing (SEM) campaign, the spend per lease hovered between $78 and $135. You can get away with slimmer budgets on student campaigns if you target effectively and make quarterly optimizations to adjust to the constantly changing audience, which includes parents and students.

Wait! There’s More…

If you benefitted from Kat and Andrew’s student housing marketing expertise, you’ll want to watch the recording of their previous LinkedIn Live event, “TikTok Ads For Student Housing Q&A”.

Want more tips about communicating with Gen Z? Check out How to Get Gen Z Renters to Talk to You. 

Interested in learning more about our student housing marketing services? Visit our Student Housing page.

About Conversion Logix

Conversion Logix®, LLC provides digital marketing services, and licenses lead generation software to industry leaders in the student housing, multifamily housing, senior living, automotive, and small business markets. Conversion Logix has been ranked on the Inc. 5000 seven years in a row and listed in Austin Business Journal’s Fast 50 Growing Companies. Conversion Logix is a Premier Google Partner, a Facebook Business Partner, and developed The Conversion Cloud®, a lead generation software suite designed to help businesses generate more leads, appointments, and sales.

The post How to Market Student Housing in 2023: Q&A With Industry Experts appeared first on Conversion Logix.

Unlock the Power of Live Chat With Gen Z Renters

Gen Z is the first truly digital generation. They’ve grown up with technology at their fingertips, giving them instant, convenient, and accessible ways to communicate. They don’t like calling you on the phone and don’t want to wait days to hear back from you in their inbox. So what’s the best way to connect with this new generation as they search for their next apartment? It’s immediate communication and engagement with live chat and virtual assistants. Here are a few reasons why Gen Z prefers online chat conversations and why apartment marketers need to incorporate these communication options in their marketing plans. 

Prioritize Convenience With Live Chat

Chatting online allows Gen Z to communicate with businesses at their own pace and convenience without having to wait on hold or be available during specific business hours. Like the Millennials before them, this generation is not used to phone calls and prefers to talk to people and businesses on their terms and online. Having spent most of their lives using text messaging and instant messaging through social media to communicate with friends and family, they find it more comfortable and natural to message a business versus picking up a phone. 

Deliver Instant Gratification With Lightning-Fast Response Times

We’ve all heard the rumors that Gen Z has the lowest attention span, willing to wait only seconds before they scroll onto the next video or jump off a website. eMarketer recently reported that Gen Z’s TikTok attention span is eight seconds, so think about how that translates into other aspects of their online lives. Gen Z values quick and real-time communication, and online chat allows for immediate responses, reducing the likelihood that they move on to a competitor and end a conversation with your community before it begins.

Account for Multi-Tasking 

Gen Z is highly adept at multi-tasking. Virtual assistants and live chat agents allow them to communicate with businesses while also engaging in other activities, such as browsing the web, working remotely, or watching videos on social media. 

Give a Safe Space to Ask Questions

Chatting online offers a more personal and less formal communication style than a phone call, which can be particularly appealing for Gen Z. They may feel more comfortable asking questions about topics like roommates, pricing, income qualification, and pet policies anonymously. The low-stakes nature of chat allows these renters to get the information they need to make a leasing decision without the social pressure of a face-to-face conversation.

Connecting With Gen Z

Incorporating live chat functionality on your website can go a long way in increasing engagement with Gen Z renters and setting your apartment community up for long-term success. However, improving communication with onsite teams isn’t the only way apartment marketers can need to level up their marketing efforts to appeal to Gen Z. This new crop of renters is spending more time on short-form video platforms like TikTok than any other generation.

To help you get up to speed on the advantages of TikTok, we have a quick 24-minute LinkedIn Live recording that answers marketers’ most popular TikTok questions. You can also explore the 5 advantages of TikTok advertising for more tips on reaching the next generation of apartment renters.

The post How to Get Gen Z Renters to Talk to You appeared first on Conversion Logix.

At Conversion Logix, we understand that a continuous marketing approach brings benefits to everyone. Driving traffic to your site, generating conversions, and analyzing where that traffic comes from lets you make immediate changes to your campaign for a better customer experience. Today, we introduce two new features to deliver successful campaigns.

Continuous Marketing Approach: 

These new solutions enhance the capabilities of our three-step approach to digital marketing, “Capture, Connect, and Convert.” The 3Cs represent the process of driving traffic, generating leads, and nurturing prospects until they convert. 

Analyzing attribution in the last conversion step shows us the customer journey and enables insights that we leverage for performance-enhancing optimizations.

Reach Your Target
Market On TikTok

TikTok rose to social media juggernaut status during the beginning of the pandemic when video consumption and social media usage were on the rise. It’s now a preeminent social network with over one billion monthly users worldwide (TikTok).

With the addition of TikTok advertising, we expand your reach across social media channels, delivering another powerful “capture strategy” for our clients. 

We’ve tested the effectiveness of TikTok advertising among a sample of student housing and multi-family housing clients and found promising results.

Our Findings:

• Expanded reach. TikTok ads delivered high volumes of impressions and quality traffic.
• Increased brand recall. We identified a lift in organic search traffic, paid search, and direct traffic for clients running TikTok advertising, indicating the effectiveness of our ads in building brand awareness.
• Higher ad engagement. TikTok ads received high volumes of clicks, video views, and video completion rates. 
• Lead generation. In our study, TikTok ads drove traffic that completed lead-generating actions in our Conversion Cloud software platform. These actions included: scheduling a tour, claiming an offer, or contacting the community.

Expand Your Marketing Mix With TikTok

Reach out to your Conversion Logix account manager to include TikTok in your campaign strategy.  If you’re new to Conversion Logix, schedule a call today, and we’ll help get you started!

Our New Virtual Assistant, Say Hello To Claire

To enhance the customer experience, engage prospects with immediate information, and reduce stress on your staff, we are introducing a new virtual assistant, Claire. Claire is a complementary addition to The Conversion Cloud and can answer frequently asked questions anytime, day or night. Pairing Claire with Live Chat further enhances the customer experience allowing a live team to answer those tough or detailed questions.  

This will be a game-changer for clients that haven’t yet made the leap to adding live chat services to their site. This chat product will enable our clients to respond to inquiries instantly during times when onsite teams may not be available to answer a call or respond to a web inquiry.

Claire can:

• Prompt engagement. The vast majority of queries are related to pricing and availability. Claire can prompt customers with frequently asked questions, increasing the likelihood of engagement. 
• Deliver instant responses. The automated nature of a virtual assistant provides immediate information to website visitors. This ensures your website visitors have instant access to support 24/7.  Many common questions, including pricing and availability, arise outside of business hours and can be immediately addressed.
• Increase lead conversions. Claire encourages prospects to schedule a tour or claim an offer after their initial chat conversation, increasing lead generation from your site.
• Gain customer insights. Identify the topics most frequently asked by your target market with real-time reporting in The Conversion Cloud.
• Fully integrate with Live Chat. Seamlessly incorporate Live Chat with your virtual assistant experience to deliver personalized responses from highly trained chat professionals.

Bring Claire to Your Website

Reach out to your Conversion Logix account manager to enable Claire as a part of your Conversion Cloud subscription. If you’re new to Conversion Logix, schedule a call today and we’ll help get you started!

The post Conversion Logix® Introduces TikTok Ads and Virtual Assistant appeared first on Conversion Logix.