“You have to make video content!”. You’ve been hearing this phrase and others like it for years now. They even have crazy statistics such as “50% of people watch a video about a product before they make a purchase” (Google). You already know you have to create video content to help showcase your community. That part goes without saying, the hard part is knowing where to begin, what type of videos to create, how much to budget for video content, and where to post it once you’ve made your masterpiece. Luckily, you made the wise choice of reading this article and in just a few minutes, you’ll be a video marketing whiz.Continue reading…
You have an amazing website, you have a great sales team, and you are providing leads with a compelling way to engage with your community online, but your units are still sitting vacant. What’s missing and how do you fix it? It’s at this point in the process that leasing teams turn to internet listing sites to bring in traffic. They look to these listings as a solution to their vacancy problem. After all, this is where people go when they look for an apartment, this must be the best place to get leads, right? So you make sure your community posts listings across popular listing sites and then you wait for the leads to come in the door.
If you’ve tried this and aren’t getting the leads you were hoping for or paid way too much to advertise across these sites without great results, know that listsings aren’t the only way or the best way to target apartment seekers online.
Google is removing average position as a performance metric in Google Ads at the end of September. What does this mean for advertisers?Continue reading…
Does your community rely on internet listing sites as your primary source of marketing? Communities are often fed the line that they can’t compete against ILSs for apartment seeker’s attention so they shouldn’t bother trying to go after their own first-party leads.
While it is true that ILSs provide communities with a chance to get discovered by apartment seekers, there are drawbacks to exclusively using ILSs for lead generation.
Here are a few of the reasons why communities are better off investing in their own lead-generation strategy.Continue reading…
Personalization is becoming a buzzword in the marketing industry. As organizations gain greater access to data collection and marketing automation tools, they naturally turn towards hyper-targeted marketing strategies in an attempt to better connect with their customers.
For many marketers, this unparalleled access to customer information and targeting tools feels like the dawn of the golden age of marketing, but there are consumers on the other side of the exchange who are left feeling differently. Facebook’s move towards a “clear history” feature and encrypted messaging are a sign of the recent pushback the general public has shown towards personalized marketing.
Smarter HQ (a marketing automation platform that works with large national retail and travel brands) found that while 72% of consumers only engage with marketing messages tailored to their interests, 63% of consumers stop buying from brands whose personalization experiences appear to be creepy.
In a world full of multiple online and offline touchpoints, it’s become increasingly important for communities to understand the journey their prospects engage in before they become a lead.
Where do potential renters go to find trustworthy sources of information about your community? Which marketing touchpoints do they engage with first? Are the channels prospects go through to find your community online and in person working for or against you? Amidst this growth in complexity, marketing channels and platforms are making a greater effort to give companies more transparency and better tools to answer these questions.
One of the channels communities have the most control over in the customer journey is their website. Most communities already have the tools they need to understand how prospects are interacting with it but don’t know how to use them.
In this two-part series, we’ll help you retrace your prospects’ digital footprints so you can find out which pages on your website lead to engagement, and which lead to abandonment. In part one, we’ll show you the pages website visitors are visiting as they navigate through your website. In part two, we’ll explore the website journey that highly interested prospects took before they became a lead.
Are you ready to start your investigation?
Gone are the days of reaching everyone in your social network on Facebook and Instagram. It’s not uncommon for businesses to reach only 2-4% of their fans on Facebook with each organic post. Businesses looking to extend their reach on the world’s most popular social networks have two choices to get their message in front of potential customers: boost posts or run Facebook Ads campaigns. While boosting posts might be a great solution for social media influencers and bloggers looking to build up engagement rates or get more blog post views, most businesses are looking for a greater return on investment from these networks. If you’re a business looking to use social media to generate sales, you should be running Facebook Ads, here’s why.Continue reading…
Is your brand working against you in the search engine? When your prospects search for you by name, are you the first brand they see? If you aren’t the number one listing for your community’s brand you might just have a brandjacking problem. You wouldn’t be the first community to experience this, even marketing agencies like us experience brandjacking attempts. We know being brand jacked can be a frustrating experience, but rest assured, it’s a battle you can win. By the end of this article, you’ll know how to overcome brand jackers and reclaim your rightful place in the search engine.Continue reading…
Facebook and Instagram steal a lot of the spotlight in the advertising world. But they aren’t the only powerful players in the advertising game. Google’s social media frontrunner, YouTube is now the most used social media platform in the country. More U.S. adults use YouTube than Facebook, Instagram, Snapchat or Twitter.
They aren’t just watching cat videos all day either. American adults are watching thousands of years of apartment video content. In the past few years, YouTube viewers spent over 7,300 years of watch time on apartment and home tour videos (YouTube Advertising).
We know most U.S adults watch YouTube, and we know that they are watching apartment content, but are they watching ads?
We know that an 80% conversion rate sounds a little far-fetched, but that is the average conversion rate we see across all of our multifamily chat clients. On average, 81% of prospects who engage with our chat team opt into giving our agents their name, phone number, and email.
This shocking conversion rate is actually a 5 percentage point increase from our lead conversion rate from last year (76%). Our team has been generating industry-leading chat conversion rates for years.
While many businesses view chat as a nice extra or a commodity, we know that not all chat is created equal. Read on to find out why live chat is such a powerful platform for lead development and how our team successfully nurtures prospects throughout the leasing process.Continue reading…