Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015
-
Upload
multifamily-social-media -
Category
Social Media
-
view
384 -
download
0
Transcript of Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015
![Page 1: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/1.jpg)
Apartment Marketing Gets PersonalorFive Fearless ForecastsDan McCarthyPartner / The McCarthy GroupPrincipal / Gallarus Ventures, LLC
![Page 2: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/2.jpg)
“The Web has gone from search to social, and the next era will be personal.”
-- Tim Armstrong, CEO, AOL
![Page 3: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/3.jpg)
IThe Context
![Page 4: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/4.jpg)
The number of households in the U.S. is growing after an extended decline
![Page 5: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/5.jpg)
Demographic trends that favor renting remain positive
![Page 6: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/6.jpg)
Consumer expectations are uniform & high
• Instantaneous access to information• Research without contact• Response according to their desired
method• Relevance
![Page 7: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/7.jpg)
![Page 8: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/8.jpg)
![Page 9: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/9.jpg)
![Page 10: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/10.jpg)
Renter = Revenue
Lead = Expense
![Page 11: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/11.jpg)
The most efficient marketing sources will REDUCE the EXPENSE associated with LEADS
To reduce the expense:• Increase the percentage of leads
that turn into renters• Reduce the post-acquisition costs
required to convert a lead to a renter
![Page 12: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/12.jpg)
CONTENT IS HARD
![Page 13: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/13.jpg)
The implementation of content strategies is challenging and expensive
![Page 14: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/14.jpg)
Effective content is not intuitive to the marketing process
![Page 15: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/15.jpg)
Key to Attention:•Social currency: Do I look good?•Triggers: Is it easy to remember?•Emotion: Do I care?•Public: Is it interesting & appropriate?•Practical: Is it useful?•Stories: Does it tell a story?
![Page 16: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/16.jpg)
![Page 17: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/17.jpg)
The primary justification of social has been content marketing influencing SEO
![Page 18: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/18.jpg)
![Page 19: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/19.jpg)
IIMacro Trends in Marketing
![Page 20: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/20.jpg)
Data
Identity
Personalization
![Page 21: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/21.jpg)
Social becomes integrated into the marketing process…because it is the fuel that drives the engine
Social technologies will become increasingly integrated into existing enterprise applications over the next 12-18 months. In addition to being a strategic component in virtually all customer engagement and marketing strategies, data from social applications will feed the product and service development process.”
--IDC
![Page 22: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/22.jpg)
What constitutes Identity?
Identity consists of discrete, unique contact points
• Phone• Email• Address• Social Identity
![Page 23: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/23.jpg)
RENTER
Leakage occurs at each step in the process.
The Identity Value Chain for PMCs
![Page 24: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/24.jpg)
IDENTITY AS A STRATEGIC FOCUS
![Page 25: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/25.jpg)
Leading marketers use identity to influence their marketing strategy
![Page 26: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/26.jpg)
Marketers are realizing that acquiring Customer Identity is a critical facet of their marketing strategy
![Page 27: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/27.jpg)
Identity increases marketing intelligence and efficiency
Examples:•Improve marketing segmentation•Increase customer conversion•Target content strategies
![Page 28: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/28.jpg)
Discrete Identity-Marketing Examples
• Pre-approved offer for a new lease• Targeted ad, email, text, social
message• Time & geo-targeted content• Programmatic advertising• Referral & rent discount to people in
social network
![Page 29: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/29.jpg)
SOME IDENTITY-DRIVEN PROJECTIONS
![Page 30: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/30.jpg)
1. Leaders will commit to creating content strategies that encompass the entire marketing effort
2. Social will be the engine that drives personal3. Identity assets will fuel marketing efficiency4. The smart players will double down on
Identity5. Conversion metrics will evolve to value
Identity, from any source
![Page 31: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/31.jpg)
Content is a key element of successful Identity Marketing
Multiple touch points to deliver content• email• phone• Social
Each instance of content interaction is an opportunity to increase your knowledge and to improve revenue
![Page 32: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/32.jpg)
…if we have time…
![Page 33: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/33.jpg)
WHAT ABOUT FACEBOOK?
![Page 34: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/34.jpg)
Facebook has focused on shifting its product set from a social network to a marketing platform…with a consistent structure and clear call to action.
-- Matt Baker, Head of SMB Partnerships
![Page 35: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/35.jpg)
![Page 36: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/36.jpg)
![Page 37: Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015](https://reader035.fdocuments.net/reader035/viewer/2022081605/58eef9871a28ab5d1d8b456f/html5/thumbnails/37.jpg)
Thank YouDan McCarthyPartner / The McCarthy GroupPrincipal / Gallarus Ventures, LLC