The student housing industry is set to see a rise in competition as new supply hits the market. Yardi forecasts 46,285 new beds will be added by the end of 2024, a 30% increase from the 35,610 beds delivered in 2023.

As the demand for student housing is tampered with by rising supply and increasingly cost-conscious families, how you market and position your student property will be more important than ever in the years ahead.

If you’re tasked with leasing student properties in high-supply markets and aren’t meeting your expected targets, here are five marketing strategies you can apply to ramp up pre-leasing activity.

Optimize Keyword Targeting in Paid Search

Paid Search advertising is highly effective for reaching prospects actively in the market for student housing. With one of the highest lead conversion rates, traffic from this channel tends to be the most qualified. To get the most out of this channel,  ensure you have a tight keyword strategy in place to avoid wasting ad dollars on really broad search terms if you are in a highly competitive multifamily market. Consider increasing your search budgets during seasons when your two buying personas tend to search more (November and March for parents, then spring and summer months for students) and adjust your location targeting accordingly.

Reach Students Living Near Campus With Hyper-Local Targeting Strategies

Increase your brand awareness among current students with local targeting strategies. While state and national targeting is typically the most effective location targeting strategy for reaching parents and incoming freshmen, local targeting can be an effective way to increase leasing activity among college students looking for new accommodations for the next semester or school year. When it comes to local search optimization, maintaining an up-to-date Google Business Profile can be key to increasing visibility in Google Maps and local search listings in Google. In addition to optimizing your Google Business Profile, consider leveraging radius targeting in Display and Paid Social advertising to ensure your property is discoverable throughout the school year.

Increase Visibility With Social Media Advertising

Social media is important to students. They use it as a source of information and as a way to connect with family and friends. 

Simply publishing content on social media, however, means running the risk of reaching audiences that are not interested in off-campus housing. Invest in ads so you can make use of targeting options such as location and interests that guarantee you’re reaching your buyer personas. Consider advertising on Facebook, Instagram, YouTube, and TikTok to ensure you’re reaching as many interested people as possible. While Facebook is widely used by Gen X parents, Instagram and TikTok cater to both students and younger parents. YouTube spans both of these age groups.

With 2.9 billion monthly active users, YouTube exposes your ads to a wide range of audiences but can be coupled with keyword targeting to ensure your ads are sure to reach a high-intent audience.

Leverage the Rise of Connected TV Popularity

Another video platform that is gaining popularity is Connected TV, especially for those within your current student and parent age groups. As more households get an Internet-connected TV device (87%), CTV usage is projected to be at 110 million among Gen Z and millennials. The good news for marketers is that almost 75% of these CTV viewers say they don’t mind watching ads on CTV as long as content remains free over paying for ad-free content. Non-skippable and with impressive targeting capabilities based on viewing habits, interests, and demographics, CTV ads are highly personalized and can, therefore, offer high conversion potential.

“Sell” the Right Lifestyle Messaging

One of the reasons students opt for off-campus housing is that it’s more private, it’s less chaotic than in-campus dorm life, and it offers more freedom. Highlight how your student housing can provide all of these – and more – to the student prospects. Talk about your amenities and how convenient their student life will be living in one of your units. Make these pieces of information known by publishing them on your social media channels and website.

Set Your Property Up For Success in a Competitive Market

While the reopening of schools has brought back a consistent flow of students seeking accommodation, the competitive landscape underscores the importance of strategic marketing efforts. By implementing targeted strategies such as local targeting, social media advertising, video advertising, paid search, and emphasizing lifestyle benefits, property owners can effectively position their offerings to attract discerning students and parents. In an increasingly competitive market, differentiation through effective marketing will be key to maximizing occupancy and profitability in the student housing sector.

Let us help you shape your student housing marketing strategy. Book a call today.

The post Student Housing Marketing Strategies to Turn Around Occupancy Quickly appeared first on Conversion Logix.

Conversion Logix announced today that real estate technology leader CJ Edmonds will be joining the company as its next chief revenue officer. With 25+ years of experience in SaaS company management and 13+ years of experience in real estate marketing and technology services, CJ is poised to bring deep expertise to Conversion Logix and their elite portfolio of property management clientele.

“We are thrilled to welcome CJ to our organization as our new Chief Revenue Officer. With decades of management experience in SaaS-based emerging technology companies, CJ brings a wealth of knowledge and a proven track record of success in leading innovative and customer-centric teams. At Conversion Logix, our clients rely on us to keep them on the cutting edge of the industry. CJ’s deep industry expertise combined with his commitment to delivering a high-touch consultative experience for clients makes him a perfect fit.,” states Conversion Logix President and COO Andrew Cederlind. 

One of the biggest waves hitting both the marketing and real estate industry is the emergence of AI. Conversion Logix has uniquely positioned itself to focus on Hybrid Intelligence, an approach to AI that combines the unique expertise of humans with the scalable and instantaneous nature of AI to keep their clients at the forefront of the industry. 

“I was very impressed with Conversion Logix’s incorporation of Hybrid Intelligence into their service offering,” says Edmonds. “Conversion Logix harnesses the value of AI and pairs it with their real estate marketing expertise to deliver qualified leads that become quality residents.”

The company has been developing an AI recommendation engine to provide their clients with campaign insights that leverage their expansive database of multifamily and senior living advertising campaigns and the over 1+ million customer journeys generated from their lead generation platform, The Conversion Cloud®. 

When we asked CJ what excites him most about joining the company, he said, “Conversion Logix is a success because of its team of experts and their relationships with their clients. They are not racing to optimize technology and margins at the expense of servicing their clients.” 

“Unlike many technology companies in the industry, they aren’t over-leveraged with debt, they don’t have to answer to venture capital and private equity demands and put profit and sales over people. They’ve remained one of the fastest-growing marketing companies in the nation for nearly a decade and poured those resources back into the company to deliver the highest caliber of service to their client base. I think this approach is a recipe for success, and am excited to take this already successful company to the next level.”

About Conversion Logix

Conversion Logix®, LLC provides digital marketing services and licenses lead generation software to industry leaders in the multifamily housing, senior living, automotive, and small business markets. Our hybrid intelligence platform and customer-first approach enable our clients to meet the demands of their business with speed and agility. 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 that’s delivered over one million leads to businesses. Learn how Conversion Logix is transforming local business marketing at conversionlogix.com.

The post Multifamily & Senior Living Digital Marketing Leader, Conversion Logix®, Announces CJ Edmonds as New CRO appeared first on Conversion Logix.

Marketers can’t stop talking about how Artificial Intelligence (AI) is shaking up the industry. With the widespread adoption of ChatGPT and the race for organizations to showcase their use of AI in daily operations, it’s quickly become a topic of both excitement and concern. As we enter this new phase of marketing, you’re probably wondering what AI means for the future of marketing and what role human intelligence plays in the age of machine-led marketing. 

At Conversion Logix, we firmly believe the true potential for marketing excellence lies in Hybrid Intelligence, which combines the power of AI to streamline processes and scale marketing tasks with the invaluable knowledge and guidance of human expertise.

Here’s what we’ll cover in this blog: 

• So what exactly is Hybrid Intelligence?
• How We Use Hybrid Intelligence for Ad Optimization
• Leveraging AI in Analytics To Make Better Decisions 
• Why We’re Bullish on Hybrid Intelligence

Let’s dive into why Hybrid Intelligence is key to the future of marketing and how it can be applied in the housing industry.

So what exactly is Hybrid Intelligence?

It’s the intersection between the skills of AI and the skills of humans. Two forms of intelligence come together to form Hybrid Intelligence: 

Human-Augmented AI: When AI improves its capabilities based on human interaction, data observing humans, and human-guided decision-making. 

Augmented Human Intelligence: The enhancement of a human’s ability to reach conclusions or execute tasks due to the added processing ability and insights of AI.

Hybrid intelligence is based on the idea that humans have a unique and difficult-to-program form of intelligence known as tacit knowledge. Tacit knowledge represents the social, emotional, and contextual intelligence we possess that is difficult to define and teach others. While machines lack this form of knowledge, they excel over humans in activities like calculations, predictions, scaling, and rapid execution. 

Let’s take a look at a couple of real-world examples:

1. Content Recommendation Engines (Human-Augmented AI)

Human marketers play a critical role in curating and optimizing the initial content that trains the AI model, ensuring the AI accurately understands the brand’s voice, products, and target audience. Over time, the AI system continuously learns from user interactions and improves its recommendations based on human-curated data, resulting in more precise and relevant suggestions.

2. Predictive Analytics (Augmented Human Intelligence)

Marketers are leveraging AI algorithms to analyze large datasets and predict customer behavior, campaign performance, and market trends. With this augmented intelligence, marketers can make data-informed choices, allocate resources more effectively, and optimize their marketing strategies.

Understanding the differences between human and AI intelligence is critical to identifying the tasks best suited for humans and those best suited for machines. By acknowledging our unique skills and how they can work together, we can position ourselves to create the best possible collaboration between humans and machines in our organizations.

How We Use Hybrid Intelligence for Ad Optimization

Conversion Logix has always been at the forefront of ad technology in the multifamily and senior living industries. For years, we’ve utilized AI and machine learning to optimize campaigns for lead quality and implement ad updates with speed and precision.

As a Google Premier Partner, we’re one of the first agencies in the industry to receive Beta access to new tools and work closely with Google advisors to leverage new AI services in the Google Ads platform. We’ve implemented a range of strategies over the years, from Responsive Ads, Automated Bidding, and Automated Keyword Optimization. While these tools have been incredibly useful, all of these features have required some form of human ideation and optimization to be successful. 

Part of the magic of human-driven advertising lies in our ability to make decisions based on contextual information. Today, many AI solutions are effective at narrow focuses of intelligence; take, for example, automated bidding. 

• Google effectively increases the volume of conversions that come from campaigns by finding searchers who are likely to convert. 
• Google is less successful at determining the best types of conversions to optimize for based on a community’s website, business situation, and customer journey. 

Our team of experts intuitively understand human behavior, are in tune with our clients’ business objectives, and possess the creativity to think of new ways to collect and use data. By leaning into Hybrid Intelligence, Conversion Logix harnesses the value of AI and the expertise of our team to deliver qualified leads that convert to residents. 

Leveraging AI in Analytics To Make Better Decisions 

Another area where AI can help us develop augmented human intelligence is marketing analysis. Making data-driven decisions in marketing is becoming increasingly easier with AI insights and predictive analytics. 

With the introduction of Google Analytics 4, AI-driven features are helping marketers gain a deeper understanding of user behavior and website interactions. We can better track user journeys in a cookieless future through machine learning algorithms, providing valuable data on user demographics, interests, and preferences. 

We’ve gone beyond the widely-available industry tools to build an AI-based recommendation engine that gives our clients a competitive edge in a fast-paced industry. Our proprietary platform leverages data from thousands of our property marketing campaigns and lead journeys from over one million leads to deliver automated campaign insights and recommendations. This empowers our marketing experts to make decisions with speed and precision from deep AI insights.

AI-powered analytics gives our team the ability to forecast trends and identify opportunities to optimize marketing strategies for better outcomes.

Why We’re Bullish on Hybrid Intelligence

At Conversion Logix, we’re excited to explore how AI can help us provide cutting-edge campaigns for our clients. Rather than imagining a world where machines replace humans, we believe it’s more likely that we will see humans and AI work together to enhance each other’s unique capabilities. As impressive as AI is, human marketers who possess the ability to ideate and understand emotion-based decision-making will still be needed at the forefront to make decisions and guide technology to produce the right outcomes. 

Take Your Marketing to the Next Level

Interested in learning more about our advertising services that leverage Hybrid Intelligence? Contact us today for a personalized consultation, and we’ll explore how we can incorporate automation and AI into your marketing strategy.

The post Embracing Hybrid Intelligence: The Role of Human Expertise in an AI World appeared first on Conversion Logix.

Conversion Logix is excited to announce we’ve achieved the highest level of the Google Partners program, 2023 Premier Partner status. 

This month, Google recognized the achievements of top-performing digital marketing partners across the globe. Conversion Logix was one of a select group of companies to be designated as Premier Partners in the Google Partners program. This program is designed for advertising agencies and third parties that manage Google Ads accounts on behalf of other brands or businesses. Its mission is to empower companies by providing them with innovative tools, resources, and support to help their clients succeed and grow online.

“We are thrilled to be recognized for the tenth consecutive year as a Google Premier Partner,” said Andrew Cederlind, President and COO of Conversion Logix. “We’re honored to be in the top 3% of performing companies delivering cutting-edge digital marketing solutions. Our team of digital marketing experts is dedicated to providing clients with exceptional service and strategic campaign management to produce results that achieve their business goals.”

The Google Partners program underwent significant changes in 2022, including redefining what it means to be a Premier Partner, through advanced program requirements and offering Premier Partner benefits to promote growth and success with Google Ads. In 2023, the program continues to support its Premier Partners and their clients.

To achieve Premier Partner status, agencies must meet a set of requirements, including demonstrating proficiency in Google Ads, meeting Google Ads spend requirements, and delivering outstanding client performance. Conversion Logix has met these rigorous standards set by Google and has demonstrated exceptional performance in managing Google Ads campaigns.

“Congratulations to our Premier Partners for 2023. These companies are among the top 3% of Google Partners in their respective countries. It’s a true accomplishment, one that signals their leading expertise in Google Ads, in forging new client relationships, and in helping clients grow. We look forward to supporting them as they help their customers build smart online strategies and drive long-term success,” said Marcin Karnowski, Senior Director of Ads Marketing at Google.

This achievement means that Conversion Logix has access to exclusive Google resources, training, and support, which will enable us to further enhance our expertise and better serve you. We will continue to leverage our expertise and access to exclusive Google resources to deliver innovative and effective solutions for our clients that push the boundaries of digital marketing.

Conversion Logix is excited about the opportunities that lie ahead as we remain committed to staying at the forefront of the rapidly evolving digital marketing industry. Our Google Premier Partner status serves as a badge of honor that highlights their commitment to excellence and their dedication to delivering exceptional results for their clients.

The post Conversion Logix® Is Named a 2023 Google Premier Partner appeared first on Conversion Logix.

For the seventh consecutive year, Conversion Logix has the honor of being listed in the Inc. 5000, ranking No. 3,467 with a growth rate of over 150%. The Inc. 5000 list represents a ranking of the nation’s most successful private companies. 

Conversion Logix’s Founder and CEO, Jeff Jobe, attributes the company’s incredible history of growth to its commitment to innovation and delivering unparalleled service to clients. 

“The digital marketing landscape is always changing. We’re constantly adapting to trends in the marketplace to ensure our clients meet prospective customers where they are,” remarks Jeff Jobe, Founder and CEO of Conversion Logix.

“Recently, we have seen two big trends in the marketing industry: the rise of short-form video consumption and the growing expectations for brands to be available online 24/7 to address consumer questions as buyers research products and services online,” says Jobe.

In the past quarter, Conversion Logix launched three industry-leading products in response to these trends:

• TikTok advertising, a service that helps clients reach prospective buyers and capture attention across the massively growing new video platform. 
• Claire, a virtual assistant that addresses frequently asked questions after business hours and enables lead-generating actions during the chat conversation. Benefits include 24-hour engagement, instant responses, increased lead conversions, and full integration with live chat agents.
• Spotlight, a promotions tool allowing businesses to feature virtual tours, events, specials, and floor plans on their website. Spotlight enables businesses to quickly customize offerings based on real-time reporting indicating which offerings are resonating with prospective customers.  

These new solutions enhance the capabilities of Conversion Logix’s three-step approach to digital marketing, “Capture, Connect, and Convert.” The 3Cs represent the process the company uses to drive traffic, generate leads, and nurture prospects until they convert. 

Conversion Logix has always focused on providing additional value to clients beyond the expectations of a typical marketing agency and plans to continue this legacy into the future. 

“We’re a very service-oriented company. We treat our clients as partners and continue to find new ways to save them time and help them realize their marketing goals. We look forward to bringing automation and innovation in the digital marketing space for years to come,” says Jobe.

About Conversion Logix
Conversion Logix®, LLC provides digital marketing services and licenses lead generation software to industry leaders in the multifamily housing, senior living, automotive, and small business markets. Our people work across the industry sectors that drive and shape today’s small business marketplace. Conversion Logix has been ranked on the Inc. 5000 and 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 get more leads, appointments, and sales. Learn how Conversion Logix is transforming local business marketing at conversionlogix.com.

The post Conversion Logix® Makes the 2022 Inc. 5000 List for the Seventh Consecutive Year appeared first on Conversion Logix.

At Conversion Logix, we’ve spent over a decade helping marketers, managers, and business owners generate leads, appointments, and sales.  We do this through a continuous marketing approach we call the 3C’s: “Capture, Connect, and Convert”. It’s more important than ever for organizations to respond to rapid shifts in consumer behavior and the rise in demand for automated and virtual experiences.

To help organizations meet this challenge, we developed Spotlight, a fully customizable lead capture application designed to promote featured calls to action on your website and encourage website visitors to interact with your brand online.

With Spotlight, you now have a fast and simple way for prospects to click and take the next step without the pains of updating your website’s content. It’s now possible for prospects to take virtual tours, RSVP for events, claim offers, or take a unique action designed by your team with our custom application builder option.

You can select which of the pre-configured applications you’ll feature on your site, and the messages that you are trying to convey at any time. You can even see which applications are resonating with your prospects in our reporting with customizable reports!

How Spotlight Empowers Marketing & Sales Teams

Enables prospects to visualize and identify with your community

When prospects research your community online, they are trying to visualize what it’s like to live there. The better that prospects connect with your community, the more likely they are to move in. Prospects typically ask themselves a host of questions like…

• What floorplans are available right now?
• Does this community offer any concessions?
• Can I tour this community virtually?  
• Can you notify me when this property is available to lease?

With Spotlight, we’ve provided pre-populated applications for your website that help you answer all of these questions and provide a simple and customizable way for prospects to click and take the next step!  

Expands your lead generation opportunities

Spotlight gives you the ability to guide prospects through the buyer’s journey, collecting their lead information along the way.

By adding new calls to action to each page of your website, you can increase the volume of website visitors who engage with your brand and the number of touchpoints they engage with in their journey. The responses are automated, enabling prospects to find the information they are looking for outside of business hours and freeing up your onsite teams to focus on higher-level tasks.

Every time a prospect engages with a Spotlight application, your team can see their contact information and the marketing source that brought them to your site. This turns traffic that would have otherwise remained anonymous into identifiable leads that your sales and marketing team can reach out to. 

Enables you to respond quickly to changing consumer behavior

Updated reporting makes it easy to identify the strategies and applications that generate the most conversions. Configurable reports show you which applications are driving the most conversions, the channels your leads are coming from, and the actions leads take after their first conversion.

Use these insights to adapt your lead generation strategy quickly with pre-populated applications and automated email responses that make it easy to launch a new lead capture application within minutes. 

With Spotlight, you can update your offers on your web page in real-time based on reports without waiting for web developers and analysts. 

Automates responses and prompts sales teams with speed and precision

Spotlight applications feature automated email responses to ensure that leads are coming through day and night. Prospects using Spotlight receive an instant follow-up email with the information they are looking for right after they engage with your brand online. When a prospect interacts with an application in Spotlight, your team is instantly notified to increase their ability to follow up with leads quickly.

Explore a Multitude of Lead Generation Strategies

Conversion Cloud users can select from a list of ten pre-configured applications or create their own with our easy-to-use custom application template. We curated residential marketing experts’ best-performing website engagement messaging to offer you the following list of out-of-the-box lead capture applications in Spotlight.

Marketing Applications

Opportunities/Promotions

     Concession Manager

Tour Now

Floor Plans

Event RSVP

Brochures

Stay in Touch

Questions

Recruiting Applications

Job Openings 

Schedule Interview

Get Started With Spotlight

Current and future Conversion Cloud customers will automatically receive complimentary access to Spotlight. Have questions about launching applications in Spotlight? Contact your Conversion Logix account manager to get started. If you aren’t yet a Conversion Cloud customer and are interested in learning more about the full software suite, start here.

The post Conversion Logix® Introduces New Website Engagement App Spotlight 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.

Innovation. That’s not the word most marketers think of when they hear “Out-of-Home Marketing”. Those old billboards and in-window flyers may seem outdated, and hard to scale. Now, what if I told you that Out-of-Home Marketing has an expected growth rate of 12.6% and can be used to reach your audience in new ways. Welcome to the world of DOOH.

What is DOOH?

DOOH stands for Digital-Out-Of-Home and refers to digital marketing that is displayed out in public areas. Examples include the digital billboard you would see in Times Square, on highways, and in malls. Out of home marketing is one of the oldest forms of advertising. The rise of the digital age has given new life to the medium with some cool new benefits.

Benefits of DOOH:

DOOH ads are typically located in high traffic areas, such as movie theaters and major transit centers. With multiple people being able to view an advertisement at the same time, impressions are racked up much more quickly than other digital marketing channels.

Unlike watching an advertisement online, viewers can not skip or exit out of a digital billboard ad. Compared to old fashioned print billboards, digital is much cheaper to set up, maintain, and update. It also comes with the added benefit of playing multiple ads in one loop.

Customization is also an advantage of DOOH. If there are times with less foot traffic in front of your ad, you can get a lower rate for those hours or completely pull your ad during those times. There are many unique ways a marketer can use DOOH, such as showing a rendered tour of an apartment community in front of where it is being constructed. Advertisers have even started to incorporate AR to engage viewers.

How Are Metrics Collected?

One of the biggest ways DOOH differs from In-home marketing is the way impressions are measured. Depending on where the ad is displayed, these methods can vary. For example, movie theaters use ticket sales to know how many people are in the auditorium that the ad is playing in. Digital billboards can use sensors and cameras to measure impressions. On the more advanced side, some billboards have face tracking and can give not only an exact amount of impressions but information about the demographics that viewed your ad as well. 

Depending on where you are, there are even ways for billboards to read data from a bystander’s phone to deliver a more custom ad experience (some countries treat this as a privacy issue so make sure to double-check what the laws are where your content is displayed). The most common way impressions are measured is by using data collected from 3rd party agencies to give you an estimate of how many people will pass by your sign. For example, if you are posting on a billboard that is on a highway with 10,000 daily drivers, then those will be the impressions counted. 

How do you Keep Track of Conversions?

So how does a marketer measure if the leads that are coming in are conversions from their DOOH impressions? After all, you can’t track them with a cookie. Well, the most commonly used way is to simply measure your campaign’s lead numbers before and after the DOOH advertisement goes live. Using QR codes on your ad can help track users to achieve more accuracy with conversions.

Why Invest in DOOH?

It takes at least 6 impressions before a prospect is ready to become a warm lead. The more chances you have to leave an impression on them the better the chances they will see what you are offering. DOOH can be a cost-effective way to reach those that may not normally see your content in organic/paid internet searches. The added benefit of being able to interact and engage prospects in a physical space makes it easier for them to remember you and your message.

Conclusion:

DOOH has put a new spin on one of the oldest forms of marketing. Taking advantage of this revamped marketing channel while it is still growing is a great way to supplement your current marketing strategy. Using DOOH will keep your brand in mind both in and out of the conventional digital landscape.

The post What is DOOH? appeared first on Conversion Logix.

The American Pet Products Association’s 2017-2018 National Pet Owners Survey found that 68% of U.S. households own a pet. Last year, RentPath revealed research claiming that 66% of renters are pet owners. In an effort to cater to this growing renter base, many communities have adopted pet-friendly pet policies. Most of these policies allow renters to have up to two pets and they require additional pet rent and a pet deposit. 

While much of the pet market is pet-tolerant, not as many communities encompass the true definition of pet-friendly. If your community embraces this pet demographic, there are many ways you can signal to pet owners that your community is a good fit for them. Here are some pet-friendly apartment marketing ideas your community can use to get the attention of pet owners.

Search Engine Marketing

We know that there is a demand for pet-friendly apartments, but are renters actually searching for apartments this way in Google? Emphatically, the answer is yes. Over the last five years searches for “pet-friendly apartments near me” has grown significantly in popularity. This Google Trends report nicely illustrates this growth.

Our Google Trends research also found that popularity for this search term was the highest among the following regions.

Popularity for pet-friendly apartment searches was the greatest among metros in the Midwest, New England and Los Angeles. If you happen to be marketing a community in one of these areas, this is a rental segment you don’t want to miss out on!  

How can communities capitalize on the rising demand for pet-friendly apartments in their search strategy? Create pet-friendly ad sets. Our paid search experts include a robust set of pet-friendly keywords within a pet-friendly community’s campaign. They also create a set of paid search ads with pet-friendly headlines so that prospects searching for pet-friendly apartments are presented with a relevant ad. Ensuring the ad headline includes pet-friendly also increases the chances that Google will favor the ad in pet-friendly searches, which leads to a higher search ranking.

Ad Extensions are another way to show off your pet-friendly status in search ads.

Our team typically adds “pet-friendly” in callout extensions and lists pet amenities (ex: Pet Spa) in structured snippet extensions (referencing the sample ad above, the callout extensions are under the description copy and the structured snippets are in the line below the callout extensions).

Ad extensions that incorporate pet-friendly features are set to run across all of your ads, so if there are searchers who have pets but are searching for communities using generic search terms, i.e. “apartments near me”, they still have the potential to see your pet-friendly callout and structured snippet extensions. To get a better understanding of how ad extensions work and which ones are right for apartment communities, check out this blog post.

Social Ads

Incorporate your pet amenities in your social campaigns. Carousel ads on Facebook and Instagram are a great way to present pet-friendly services and features alongside your other apartment amenities. You can highlight the amenity or service using a headline and an image. If pet owners make up a significant portion of your target market, you may want to use targeting options in Facebook that present your ad in front of pet owners in the rental market within the geographic radius surrounding your community. These two examples below showcase how two different pet-friendly communities used pet amenity carousel cards within their Facebook and Instagram ads to better appeal to pet owners.

Facebook Carousel Ad:

Instagram Carousel Ad:

Do you film video content to advertise your community? Have the pets in your apartment complex make a cameo appearance. You can use the footage you film as a part of an overall community video tour or break up the pet-friendly clips and use them on your website, organic social media or for short video ads on YouTube, Facebook or Instagram targeting pet owners.

Need an idea of what to film? Try interviewing happy pet owners about why they like living in your community with their pet. Show them in action using your amenities or walking their dog.

Website

Make sure your pet policy and pet-friendly amenities are listed on your community’s website. On many apartment websites, finding the pet policy can be a trying task. If a pet owner came to your community’s site through a pet-friendly search or social ad, they are going to be interested in reading your pet policy. 

Consider creating a landing page on your website that houses the information pet owners care about in one place. Include any pet deposits, pet rent, and pet restrictions in your pet policy. Bring this page to life using pictures of your pet-friendly amenities and testimonials from pet owners. This webpage can also serve as a relevant landing page for any pet owner specific marketing campaigns you might want to run in the future.

Pet-Friendly Amenities

Are you interested in targeting pet owners but don’t feel that your community is currently offering a competitive and compelling pet experience? Consider implementing some of these amenities to make life more convenient for pet owners.

Dog Parks & Dog Runs

One of the things dog owners crave the most is more green space for their fur children. Most dog owners wish they had a yard to let their dogs run around and expel their energy. Dog parks and dog runs give residents a place to play with their dog, meet other pet owners and let their dogs socialize. Is your community cramped on outdoor space? Some communities are using indoor dog areas that are covered and lined with fake grass to replicate the dog park experience while providing pet owners with the added benefit of a weather protected area to walk their dog.

Partner with Pet Service Providers

Partner with dog walking, pet grooming, and pet sitting services to make your residents’ lives more convenient. A NMHC 2018 Consumer Housing Insights Survey found that convenience was one of the most important benefits a community can offer renters (92% of renters stated that convenience was an important factor for them). Communities can go as far as providing these services as built-in amenities, charge an additional monthly fee, or give residents a list of recommended pet walkers, vets and sitters upon move in. In any case, giving pet owners the resources to make their lives easier with needed pet services will help you attract and retain residents.  

Pet Spas

Make it easy for pet owners to wash their pets with a pet washing station. This can be as simple as adding an outdoor pet bath or as involved as creating an entire indoor pet spa space. While this definitely can become a luxury amenity, even just an outdoor wash space can be helpful for pet owners looking to wash their pets off before they enter their unit and prevent pet hair from clogging their bathtub.

Pet Parties

Host resident pet events so that pet owners can get together and bond over their mutual love of their pets. Pet owners love to talk about their pets the same way parents love to talk about their children. By hosting a pet event you create an environment where everyone at the event has something in common and increase the likelihood that residents will make friends, stay engaged with the community, and continue to renew their lease.

Treats at the Front Desk

This is a simple yet effective way to win over pet owners. Keep pet treats at the front desk and use them as an opportunity to surprise and delight residents. If your community isn’t able to invest too heavily in pet amenities but want to add a meaningful touch to the pet renter experience, this is a great small step your community can take to show residents you care.

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History of the Internet Cookie

Going back before the inception of digital advertising, a Netscape programmer named Lou Montulli created the “internet cookie” as a way to track user selections in a virtual shopping cart. Since 1994, these cookies have evolved to become an intricate and crucial system for advertisers to track users’ desktop browsing activity.

Current State of Internet Cookies

With the average American now spending roughly 4.7 hours per day on a mobile device, there is a looming threat that cookies’ long reign over the internet is coming to an end. A recent marketing survey revealed that 60% of marketers expect that they will not rely on third-party tracking cookies in the next two years.

What’s Wrong with Cookies?

Until recently, internet cookies have been the industry-leading way of tracking user’s overall web activity. However, cookies are becoming less effective as they track browsers, not people. This used to work in the old state of the internet as people all logged in on the single-family desktop to do their browsing. Things are quite different these days as most people switch back and forth between multiple connected devices, ultimately making cookies ineffective.

Another issue with the internet cookie is the fact that they do not work within mobile apps – which is where the majority of mobile traffic happens. In addition to not working with mobile apps, cookies are now on the defensive against browsers, like Apple’s Safari, who have essentially banned third-party cookies from their platforms altogether.

The New Direction for Digital Advertising

The constant changes regarding how consumers obtain their information has forced the hands of digital advertisers everywhere into finding new ways to identify and track their traffic. This comes in the form of “identity-based” tracking. For example, Facebook lets their users utilize their Facebook credentials to log onto other sites and apps. This allows them to track user mobile sessions across multiple platforms and serve up personalized ads accordingly.

Another example of this new style of tracking can be found on Apple devices. Apple assigns a unique identifier for advertisers, or IDFA, to every iOS user. After this identifier is applied, it allows Apple to attribute activity to a single person across the entire Apple community.

We’ve gone beyond the cookie with our Defined Audience Targeting. Rather than focus just on cookies, we match offline data sources with someone’s mobile ID and online persona. We are able to filter down to the IP address of the person’s house and target them without the use of cookies.

While it’s true the cookie is dying, it’s not going away anytime soon. And new tactics are being developed to make sure we can still get your message in front of the customers you want to reach most.

All of this information goes to show that as long as there are products to sell, advertisers will find a way to track and attribute the traffic.

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