Mike Brewer
Hyper-local marketing to apartment residents
Read to the bottom of this post as I have an offer for you.
In some respects I hate that I am about to suggest this and at the same time I think it might have merit if executed properly. We know that there are on average ten or so touch points in an average resident cycle. In other words there are no less than ten opportunities to communicate with a resident.
That in mind and under the guise to satisfy a need by small company regional managers for on-site property managers to do grassroots or outreach marketing, (I really don’t believe in this kind of marketing, it’s tacky and terribly ineffective) I propose the following.
Think about the communication pieces as opportunities to create ad revenue from your hyper-local retailers, service providers and restaurants. You could create an inventory of ad space that you could then sell to your vendors. Think about your welcome letter being sponsored by Subway or your service requests sheets being sponsored by Home Depot or your renewal letter being sponsored by Target or Bed, Bath and Beyond. Think about your resident notices about dog poop being sponsored by that big pet store (the name escape me at the moment).
And, if you don’t have a community blog, get one now. It also creates an opportunity to do some hyper-local advertising. One thing that Google has taught us is that relevant ads get clicked on or used if you will. The fact that we have all this hyper-local information right at our finger tips gives us the most relevant information that any resident would appreciate. Or, at least I think so.
What do you think?
The first five people to send me an idea in the comment section will be registered to win a copy of this book;
Technorati Tags: apartment touch points, apartment marketing, multifamily marketing, mike brewer
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YouTube Stats
Google has added the powerful Google Analytics tool to YouTube. Now you can get a ton of information about who is watching your videos and when.
I wonder how these metrics compare to ForRent’s metrics. It would be interesting to pull stats from Google Analytics and compare them to ForRent.com the magazine’s community theater product (I am a big fan of this by the way. If you don’t have the funds to create your own video, get this).
I am reading a book called Always On and it speaks to the evolving world of advertising agencies . The main gist of the book is how measurement and thus customer data is becoming more granular. It makes me think pay for performance is coming the apartment advertisers world quicker than they might like.
When do you think pay for performance will become the business model for the the major ILS’s like apartments.com, ForRent.com, Apartmentguide.com, etc… In that same line of questioning, when do you think print media will operate on the same pay for performance model?
Technorati Tags: pay for performance advertising, apartment marketing, multifamily advertising, apartement adversting, forrent, apartmentguide, apartments.com
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Don’t you love it when a press release says everything about me me me and nothing, at least of substance, about what’s in it for the end user.
I read this and thought, cool, what the hell does that mean?
Let me know what you think. Maybe I am just missing it.
LAS VEGAS–(BUSINESS WIRE)–BitBand, a leading provider of video content delivery solutions for broadband IP networks, today announced that RealPage, Inc., a leading provider of on-demand software and services to the multifamily industry, has selected BitBand as its affiliate vendor for implementing on-demand IPTV services. This partnership reinforces the growing emphasis by the multifamily industry of bringing interactive TV entertainment to its residents.
RealPage provides products and services to more than 20,000 apartment communities across the United States. RealPage’s entertainment and communications service, StarFire™, offers residents IPTV, broadband, telephony. BitBand’s solutions include BitBand’s MaestroTM Content Distribution and Management suite, BitBand’s Vision™ VOD appliance servers, as well as BitBand’s CMSTM, content management system, for smart and efficient content ingestion and delivery across the network.
RealPage is one of the first worldwide service providers taking advantage of BitBand’s Auto-CDNTM technology and BitBand’s On-Line-Storage solution. Together, these technologies allow the service provider to reduce costs of central storage systems, providing high performance streaming capability for unicast content while enabling disaster recovery and non-interrupted entertainment services. [read the rest here]
Technorati Tags: ReadPage, Bitband, apartment marketing, mike brewer
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Coupons in apartment marketing
Here is an interesting factoid from The Center For Media Research;
“Broken down by age, 71% of consumers in the 18-34 year-old age bracket
said they are much more likely or somewhat more likely to use coupons
in a recession. That compares to 68% in the 35-54 year-old bracket and
63% among those 55 years
and above.”
If, hopefully you’re not, you are reduced to using concessions and or reductions in rental rates it might make sense to do it in the form of a coupon. Maybe it’s not concessions or rent discounts maybe it’s coupons redeemable for $50 in gas (although that might be one quarter of a tank in the SUV). Maybe it’s a coupon redeemable for the first three months of gas or electric bills for prospects. (Hey, that is a cool idea.) 🙂 Sometimes I humor myself. Those who know me well will know what that means.
Anyway….get some coupons going and if you come up with some cool ideas, send them my way and I will feature them in future blog posts.
And, keep your eyes peeled, I hope to have some super amazing guest posts up very very soon.
M
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Active Adult Renters
My friend Lisa T. challenged me to do some research on the Active Adult population about a month ago and it was highly enlightening. That in mind I ran across this article today which further augmented one of my points of discovery. The point was that many Active Adults are choosing to remain in the work force. Some will remain by choice and still others, as this article demonstrates, by necessity.
It’s a quick read for this amazing Monday morning. [Click here for the full read]
P.S. I hope to open up much of the research we did on Active Adults in the coming weeks. First, I want to get some discussion going on the resident forum’s and portals opportunity.
Have an amazing week. M
Technorati Tags: Active Adults, Marketing to active adults, mike brewer
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