@mbrewer
Apartment Internet Marketing – Education
This is the second part of a five part series based on a recent emarketer survey. In part one we discussed the concept of Exclusivity. Today we discuss: Education as it relates to Apartment Internet Marketing.
I have included the chart here again for reference:
What is Education?
Education, according to Princeton.edu is defined as; a gradual process of acquiring knowledge. From the time of birth we are taking in information, processing it, making decisions and acting. All the while we are layering information on top of information, taking in the new and purging the old to make new assumptions about the future to come. In any case, we are subject to the people and the environment we choose to hang around and participate in. There is a Dave Matthew’s song called: The Space Between. In that song Dave belts: “the space between – the tears we cry – is the laughter keeps us coming back for more – the space between – the wicked lies we tell – and hope to keep safe from the pain” I would contend that space between is called – choice. And, that choice is the byproduct of a catalyst and the result is action – all couched in education or better said, knowledge.
Value Exchange
Education would lead us to understand that the single most important catalyst in today’s business environment is garnishing a individuals attention. With no equivocation – it is the most important determinant of business success. When asking someone to give you their attention, you are asking them to give you their most precious possession – time. Ask for that attention in the way of a negative event caused by you and or your organization and expect a less than positive consequence. Ask for that attention in the way of a positive event and expect – nothing. In the Internet age this is the price of admission. In the context of apartment marketing ideas, ask for that attention in the way of educating apartment patrons and you plant the seeds necessary for true engagement.
Consumer Expectation
There is yet another thing that human beings have in common – the need for insight. Insight is often a vibrant, happy and emotionally loaded space in any person’s life. At some level we are all after it – we all want to be in-the-know. The emotion and desire is hard-wired into our system. That is to suggest that consumer’s want – innately. It’s imbued on their hearts and minds. When we apply that fact we can quickly see the overarching need to embed listening, understanding, interaction and feedback into our concept. It all adds up to meaning for the apartment patron. It all adds up to the willingness to give us their attention. As an example – people spend an average of 25 minutes per session on Facebook – why? The need for insight is being met.
Offer it and They Will Come
We see examples of this all over the internet today but my favorite is Wine Library TV – dial into the 3:50 min section of this video – it is the point. You get people to this and you are on your way to what I will end this series with.
Have a over the top and compelling end to your week – we will be back in a couple days with another installment to this series.
Apartment Internet Marketing – Exclusivity
Came across an interesting survey at over at emarketer that spoke to the want’s of social following. The results were captured in the following chart:
Using this chart as a catalyst, we are going to do a five part series titled: The Five E’s of Apartment Internet Marketing. The overarching premise will be playing to the want’s of would be apartment Facebook, Twitter and other social medium friends. We start the series with Exclusivity.
What is Exclusivity?
Exclusivity can be defined as the sole right to a specific business function. AT&T’s exclusive right to market the iPhone is likely the most paramount example of this. Beyond that there is a huge push by aggregators to secure exclusive rights to content. We have seen this with the likes of Harvard Business Review striking a deal with an aggregator and Steven Covey striking a deal for distribution on Amazon’s Kindle. These are mass examples of exclusivity but the concept can be applied to things as simple as white papers. In this case the exclusivity comes in the way of getting for giving or more specifically, give me your email address and I will give you the white paper. It’s exclusive in the sense that not everyone would be willing to give personal information to get.
Value Exchange
The overarching point is that exclusivity has a give and take scenario baked in. You give up Sprint to get the iPhone, you give up buying from B&N and buy a Kindle so you can read Covey, you give up personal information to get information. The goods, services, experience or information requires an action on the part of the consumer and guess what, it’s the overriding reason they friend brands. They want to learn about specials, sales, etc..
Consumer Expectations
Human beings have a few things in common – one being the innate need to feel important, wanted or needed. When we apply that fact to the concept of exclusivity we can clearly see that the perception of being a part of what could be considered an elite group is compelling. We own an iPhone so we can feel cool. We read the HBR so we can feel cool. We read the latest Covey book so we can feel cool. We found our apartment on Craigslist and it was a great deal so we feel cool. Consumers are willing to give up stuff and things to feel important, wanted or needed – all day long.
Offer it and they will come
As it applies to Apartment Internet Marketing in the context of social mediums – more times than not, if you offer it they will come. Now, before I go on, I am not suggesting that you can just put any old thing out there and expect participants to join in, you have to work it. You have to willing to commit to listening, joining in, trying, failing, retooling and trying again. Otherwise it’s all for naught. I am suggesting, however, that if you do things as simple as offering a rent concession to the resident that increases your fan page base the most, or something we eluded to awhile back with tryvertising, or simply setting up a kiosk in your lobby set with twitter and facebook and asking anyone that walks in the door to friend you – you will gain an audience. However, it does not stop here…
…in part two of this series we will talk about what to do with that audience: Education
In the mean time, feel free to continue the Exclusivity conversation by leaving us a comment below.
And, have a compelling day!
Predictive Apartment Marketing
Great read over @BrianSolis’s blog this morning called The Predictive Web
Really got me thinking about mediums like Twitter, Foursquare and the such. We already see the menu being set for us in the way of Tweets like this from EmilyBland
- just started looking for apartments in st louis for after graduation. gahhhhhh this is so weird. i kind of don’t wanna grow up!!!
- apt search already stressful. add that to the fact that 2 years ago today, i was about to arrive in madrid. WAAAAHHHHHHH emo emo emo
Now – it’s only halfway to predictive but just imagine if Emily [and, had I the time this morning – I would find an example] had mentioned she was going to look at Park Station Apartments in Saint Louis [Disclaimer: I am a Regional/New Business Manager at Mills Properties] and we were all over Twitter [we are brewing our strategy now]. We could prep a somewhat specific and relevant experience for Emily knowing that she was coming our way. It becomes a very meaningful interaction.
Have to run for today but look for more on this subject. And, as always have a compelling day –
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Apartment Marketing Idea – Can you remember…
…being amazed by particles of dust floating in the sunlight
…putting your brand new clothes out the night before the first day of school
…the first time you drove a car
…the first six bars of Stairway to Heaven
What makes you care?
Think about that question from the perspective of the base you are trying to serve. Not the base you are trying to reach but rather the one you serve. Serve them well [Care] and the reach will happen by default.
Think about that the next time you set down to frame some apartment marketing ideas.
And, be compelling…
What Jerry Garcia could teach us about Apartment Marketing
You understand that the consumer is in control of your brand – now what?
Do something about it –
It’s time to shine! It’s time to take that understanding of not being in control and do something exceptional with it. And, knowing that innate in every single potential apartment prospect or long term super loyal resident is a little thing called emotion – focus there. Get it on it! Crush it! – as Gary Van-ner-chuk (is it me or does he look like a hit man in the “It’s 2010…grab it” video) would say.
How do you do something about it in the apartment space
It all starts with giving your prospects or residents something to discover. How do you do that? Be it a blog – a Facebook Fan Page – a Ning site or Twitter – you have a chance to add value through a little word called discovery. It has to move beyond the typical recommendation or link pointing to this or that or the other. Or god forbid, your floor plans, amenities, current specials and the such. Chances are they have discovered most of the stuff you are pointing to – especially if you use curated content hosed from another source. People want surprise – they want intrigue – they want variation. Think Greatful Dead here.
What the Grateful Dead can teach us about apartment marketing
“You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do.” – Jerry Garcia
There was nothing normal about a Dead show. Every single gig was 100% unique and full of mystery. Every tangent that Jerry went off on was unique from the former and or the next. It added an element that gave cause for one of the most radical followings of our life time. One thing their shows were not – static. They were spicy. They were ever evolving and full of flavor. As a result their repeat business was off the charts and the buzz (pun intended) marketing persists to this day – even beyond the death of Jerry.
What kind of spice are you ready to deliver in 2010?
Dare I say – get your Jerry on!!
