High Tech, High Touch 2009 50+ Housing Symposium Presented By: Janis Ehlers, The Ehlers Group...
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High Tech, High Touch 2009 50+ Housing Symposium Presented By: • Janis Ehlers, The Ehlers Group • Meredith Oliver, Meredith Communications • Josh Shron, Stampless Marketing
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Transcript of High Tech, High Touch 2009 50+ Housing Symposium Presented By: Janis Ehlers, The Ehlers Group...
High Tech, High TouchHigh Tech, High Touch2009 50+ Housing Symposium2009 50+ Housing Symposium
Presented By:• Janis Ehlers, The Ehlers Group• Meredith Oliver, Meredith Communications• Josh Shron, Stampless Marketing
Trend #1Importance of Search Engine MarketingTrend #1Importance of Search Engine Marketing
Trend #1Trend #1
• Importance of Search Engine Marketing Increasing visibility on the search engine results pages.
1. Paid Search
2. Search Engine Optimization (SEO)
3. Social Media
Trend #1Importance of Search Engine MarketingTrend #1Importance of Search Engine Marketing
Paid
Organic
Paid
Trend #1Trend #1
Paid (Sponsored Links, Ad Words or Pay-Per-Click)
– Great for short term– Immediate presence– Easy, do-it-yourself– Best with ongoing maintenance– Costs increase over time
Trend #1Trend #1
SEO (Search Engine Optimization)
– Best long term strategy– Takes time to show results– Requires professional expertise– Changes constantly– Some risk involved
Search Engine Marketing Tips:• Use both• Balance them• Track results• Update frequently• Build links• Ask for feedback
Trend #1Trend #1
Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media
Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media
“Facebook is our living room…”
CNN, April 2009
Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media
Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media
“Senior Females Storm Facebook-
Older Users Fuel Growth”MarketingVox.com, February, 11, 2009
Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media
Getting Started:
1.Set goals
2.Decide on message
3.Organize resources
4.Select social media sites
5.Set up profiles
6.Start networking!
Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media
Tips On Using Social Media: Manage your message Let go of control Promote it Be creative Give it time Set clear goals
E M A I L :E M A I L :
Your Company’s
MOST EFFECTIVEMOST EFFECTIVE
LEAST EXPENSIVELEAST EXPENSIVE
MARKETING ALTERNATIVEMARKETING ALTERNATIVE
Most EffectiveMost Effective
Much FasterImmediate ResponseMeasurableIntimate“Levels the Playing Field”
Why Email?
Most EffectiveMost Effective
YOUR CUSTOMERS HAVEASKED ASKED
YOUYOUASKED ASKED YOUYOU
TO SELL TO THEM!
But don’t we HATE marketing emails?But don’t we HATE marketing emails?
57% of consumers feel they have a more positive impression of companies when they receive email from them.
50% said they're more likely to buy products from companies who send them email
71% remember email communications when making purchases at the sending company’s web site
* According to a study by Epsilon, October 2008
Online PROnline PR
Unlimited Web Opportunities With Online PR:Blogging
− Information should be different than press releases
− Keep content engaging, relevant and entertaining− Offer tips and how to’s− Keep it short− Update regularly
Online PROnline PR
Unlimited Web Opportunities With Online PR:Promote Your Community Online
− “Free Distribution Web Sites” (www.PRLeap.com)− Newspapers’ community room forum− Add community’s website to press releases—1st
paragraph− Post press releases to community’s web site
newsroom− Incorporate digital reporters in media list
Online PROnline PR
Web Opportunities With Online PR: Use web and fee-based newswire services Expand content of web-based press releases Promote company/community’s charity causes Offer relevant links (NAHB, 50+ Housing
Council) in web press releases
High Touch Marketing
Trial Stay Programs− Creative name− Map flow chart− Schedule customer
appointment and tour− Offer activities− Arrange corporate rates with
hotels
High Touch Marketing
Trial Stay Programs− Email reminders and confirmations− Send brochures – things to do− Use community ambassadors− Giveaways− Follow up, follow up and follow up
Internet & Web Opportunities with EventsInternet & Web Opportunities with Events
Post pictures and video clips to web site, blog and FaceBook
Email event pictures to database Use online photo album companies
(www.SmugMug.com)
Traditional Press Releases OpportunitiesTraditional Press Releases Opportunities
Media alert Event press release Follow-up press
release
Two Types of Email MarketingTwo Types of Email Marketing
Email Response TipsEmail Response Tips
Quick Response!Create urgency/excitement via e-mail!
Start a Dialogue
Ask Questions!Ask Questions!
Ask Questions!Ask Questions!
“I noticed that you are considering a move from Colorado to New Jersey. What brings you to our part of the country?”
“Do you have a particular floorplan that interests you?”
“What price range or monthly payments did you have in mind?”
Show ‘yer LOVE!Show ‘yer LOVE!
Email Response TipsEmail Response Tips
Quick Response!Create urgency/excitement via e-mail!
Ask QuestionsStart a Dialogue /
Ask QuestionsShow ‘Yer LoveGive a Guided Tour
Give a Guided TourGive a Guided Tour
http://www.lennar.com/findhome/community.aspx?
COMID=17446&DIVID=SJHLEN
http://www.lennar.com
Give a Guided TourGive a Guided Tour
Email Response TipsEmail Response Tips
Quick Response!Create urgency/excitement via e-mail!
Start a Dialogue /Ask Questions
Show ‘Yer LoveGive a Guided TourWrite Well!
Write Well!Write Well!
Please call me at 609-xxx-xxxx we have 11 homes available from 232,000- 1635- Sq. Ft. to over 4,000.Sq.Ft.. Estate Homes ,
Immediate delivery is a definite possibility we also own our own Mtg. Co. as well as our own title Co. to provide the utmost in
service and connivance when purchasing a new home from XYZ Homes.
Write Well!Write Well!
Write Well!Write Well!
Dear Jane:
Thank you for your email! I would be delighted to help you find a home in the area that will best suit your needs.
“Indian Creek” offers the following, to name just a few: 5 - 7 minute drive to the Pennsylvania Turnpike Small community surrounded by trees, consisting of
25 homes in a loop, and 10 homes in a cul-de-sac. World Class School District Pricing starts at $474,950.00 Taxes are approximately $11-15,000.00
In regard to your questions, our HOA fees are some of the lowest in the area! They run only $100 per month. And yes, I’m pleased to share with you that we fully sod the rear yard on all of our homes.
Write Well!Write Well!
Do you have a particular floorplan that interests you?
We have three model homes available for touring, and I would love to arrange an appointment for you to visit. May I call you to arrange a tour?
Please feel free to contact me by email at [email protected], or call me at 732-762-8484 to answer any further questions you might have about our community.
We look forward to hearing from you!
Thank you,
SIGNATURE
Telephone Contact & Direct MailTelephone Contact & Direct Mail
Plan interval contacts Keep them informed Thank you notes Event invitations Old-fashion letters Newsletters
Growing Your ListGrowing Your List
Optimize your site for emailCapture email addressesCall your prospectsVerify at every opportunity
The Perils of Email…The Perils of Email…
Dearest Wife:Just got checked in...
Everything prepared for your arrival tomorrow...
P.S. Sure is hot down here!
Contact InformationContact Information
• Janis Ehlers, The Ehlers Groupwww.TheEhlersGroup.com | [email protected]
• Meredith Oliver, Meredith Communicationswww.CreatingWOW.com | [email protected]
• Josh Shron, Stampless Marketingwww.GoStampless.com | [email protected]
