ONLINE MARKETING:FOCUS ON DATA, NOT DOLLARS

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AGENDA

01

THE PAIN

Common pain pointswhen trying to analyze your

online marketing data

02

WHERE TO START

Having the data thatreally matters at your

finger tips

03

TRIED & TRUE

The must-haves of any online marketing

strategy

04

TAKE-A-WAYS

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Q&A

Top action items from expert panel in the

industry

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THE PAIN

Creating a strategy on a budget? Trying to engage more

customers? Inability to measure marketing campaigns

effectively? Lack of meaningful reporting across marketing

tools? Lack of buy-in?

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LORI WEBB

Lori Valenti Webb oversees the marketing team at Associated Estates and is responsible for the planning, development and initiation of the property marketing strategies across the portfolio. Lori is directly responsible for the marketing and pre-lease success of the company’s 5 current lease up properties. Lori brings over 7 years of property management and marketing experience to her role at AEC. Prior to joining she worked for Riverstone Residential Group as the Regional Marketing Manager. She has been awarded National Achievers Awards and multiple other company awards. Lori is a licensed Real Estate broker in both North Carolina and California. She is passionate and innovative and brings a high-level of experience and perspective to her teams. Lori is dedicated to providing her teams the best resources possible, including the optimal return on investment. She holds a Bachelor’s Degree in English and Marketing from the University of Massachusetts, Boston.

Biography

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BiographyOriginally from Houston, Texas. Graduated from St. Edward’s University in Austin, Texas with a degree in Graphic Design.

Began working as a designer in the marketing department at American Campus Communities. Moved up to Creative Marketing Coordinator overseeing a portfolio of 25 owned and 34 managed assets. Began working with freelance clients, local businesses mainly, to manage and direct their online presence.

Hired by Ambling Management Company in August 2013 as Director of Online Presence.

MIKE ROZELLE

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BiographyChristine Millier holds the recently created position of Digital Marketing Manager for Monogram Apartment Collection.

She is responsible for managing a wide range of online marketing programs for 35 stabilized communities and 12 new developments, including SEO, SEM, Google+/Google local, social media, multifamily ILS advertising and reputation monitoring. Christine has extensive knowledge of the Property Solutions platform—she designed, built and launched 280 community websites over the past two years, resulting in over 2 million unique visitors. Additionally, Christine participated in beta testing a number of new PSI products at her previous company, Laramar communities. Christine draws from over eight years of multifamily leasing, beginning at the site level. Her practical, hands-on approach combines extensive technical expertise with actionable, strategic practices.

CHRISTINE G MILLER

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WHERE TO START

Google Analytics? Leads & Leases Reporting? On-Site Staff Feedback?

Top Metrics

• Overview

• All traffic

• Analyzing web activity by each traffic source

• Demographics of site traffic

• Analytics by region/market

• Time on site

• Pages visited

• Referral traffic

• Social interaction

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GOOGLE ANALYTICS

• Define success by highest conversion rate sources

• View 90 day trends• Optimize top down• 80/20 rule

At First Glance

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Manual Data Entry Source Leads Leases Conversion RateYes RentLinx.com 2 1 50%No Apartment List 911 310 34%No realtor.com rentals 35 9 26%No MyNewPlace.com 48 12 25%No Rent.com 1331 302 23%No Craigslist 410 85 21%Yes AEC Property Website 1169 237 20%Yes Rentals.com 21 4 19%Yes YellowPages.com 6 1 17%No Apartments.com 1600 218 14%Yes ApartmentRatings.com 32 4 13%Yes Local Web Advertising 33 4 12%Yes Other Internet Source 1647 199 12%Yes Google Maps/Local Listing 703 71 10%No ForRent.com 994 97 10%No ApartmentFinder.com 374 35 9%No ApartmentGuide.com 2829 205 7%Yes Facebook 32 2 6%Yes Hotpads.com 37 2 5%No Zillow Rental Network 1244 60 5%Yes Yelp 30 1 3%Yes ApartmentShowcase.com 3 0 0%

613 85 15%Averages

On 2nd Look

• Half of the data is manual entry• Highest converting source only

brought in 1 lease in 90 days• How do you hedge human error

Filling the Gap• Importance of staff training• Compare apples to apples

as much as possible• Educated decision

LEADS & LEASES

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TRIED & TRUE

Consider five tried-and-true marketing strategies in the multi-

family housing industry today. Whether you’re just getting

started with these or you’re well on your way of perfecting

them, learn more about what’s worked well for your peers in

the industry.

Tips

• Activity is key

• Ideal ratio > 6 non-SEO posts to 1 SEO post per week

• Quality “share-worthy” content that is entertaining,

educational, and engaging

• Images are re-shared 2x more than non-image postings

• Always use geo-tagging for SEO purposes

• On-site staff buy-in is a must

Statistics

• 1.28 billion monthly active users on Facebook

• Average time spent on Google+ is 7 minutes per month

• 78% of Twitter’s active users are on mobile devices

• 50 million users signed up on Instagram in the last 6 months

• 80% of Pinterest users are female

• 6 billion hours of video is watched on YouTube per month

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SOCIAL MEDIA

Monitor & Respond

• 50 million businesses worldwide occupy a presence on Yelp

• 96% of Yelp users across devices visit the site specifically for the ratings & reviews

• A Harvard business school study found that even a 1-star rating increase on Yelp translates to a sales increase of 5% to 9%

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REPUTATION MANAGEMENT

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• There’s no one-size fit all ILS as indicated by the data above• Evaluate ILS results by market before cutting or adding ILS resources

Internet Listing Services Las Vegas Chicago Dallas Phoenix Los Angeles Aurora Atlanta Austin Denver Salt Lake City Orem MesaApartmentGuide.com                        

Apartments.com                        Craigslist                        

ForRent.com                        Rent.com                        

ApartmentFinder.com                        MyNewPlace.com                        realtor.com rentals                        

Apartment List                        ApartmentSearch.com                        

LiveLovely                        Zillow                        

Zillow Rental Network                        Rentals.com                        

4Walls.us                        RentBits.com                        

RentCafe                        Rentwiki.com /

RentAdvisor.com                       

Vacancy.com                        ApartmentGuide Application                        

ApartmentShowCase                        ApartmentSmart.com                        AptLivingGuide.com                        

RentJungle.com                        Walk Score                        

                         Legend: No Leads Less than Average Leads Average Leads Higher than Average Leads

ILS PRODUCERS

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Real Results

• CTR has improved 62%

• Avg. ad position improved 9%

Significant Advantages of PPC

• Instant traffic

• Highly targeted campaigns

• Measurable results

• Remarketing to all traffic

Apr-14 May-14 Jun-14 Jul-141.00%

1.50%

2.00%

2.50%

3.00%

0.10

0.60

1.10

1.60

2.10

1.48%

2.39%

1.89 1.72

Click-through-Rate & Avg. Ad Position Across Portfolio

CTR Avg. Position

Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-140

100200300400500

30

342

48

362

Monthly Clicks Performance

Varela Cantabria at Turtle Creek

PAID SEARCH

• Arpeggio Property – 377 units• 1734% Increase in Organic Search Traffic Year-over-Year• 438% Increase in Guest Card Submissions Year-over-Year

SEO: HARNESSING THE POWER OF GOOGLE

Jun

2013

Jul 2

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Aug 2

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Sep 2

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Oct 2

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Nov 2

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Dec 2

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2014

Feb 2

014

Mar

201

4

Apr 2

014

May

201

4

Jun

2014

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166

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Before & After SEO: Arpeggio

Organic Search Traffic Guest Card Submissions

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SEO Services started Dec 2013

Start Pointing

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Understanding Google’s Latest Change

• Part 1 of a 6-part local search overhaul

• US based Google test

• Sample size of one billion searches needed

• Local search intensifying in difficulty and skill

PIGEON UPDATE

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TAKEAWAYS

Putting the dollars behind the data. Key takeaways for today and what to watch for in the near future.

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2010

Educating your teams on how to properly key in a

traffic source to help management make the best

marketing decisions possible

STAFF TRAINING

Getting more involved in the tried & true marketing tactics earlier than later.

2011

DIVE RIGHT IN

Hold your vendors and your strategies to

the test. Test 1 or 2 new marketing

tactics at a time.

2014

TEST, TEST, TEST

Going back to the basics. Making sure

you have your website, your social accounts,

etc. all built-out

BUILDING BLOCKS

Marketing landscapes change.

Be flexible and adjust accordingly

to survive.

BE FLEXIBLE

Evaluate lead sources routinely. Fund what’s

working more and reallocate what’s not.

2014

ROUTINE CHECK-UPS

TAKEAWAYS FOR TODAY

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2009

• Flyers• Balloons• Signage

2010

• Individual Property Websites

• ILS’s

• Facebook• Twitter• Pinterest• Instagram• Foursquare

2011 2013

OFFLINE“Stone Age”

ONLINE“Presence Established”

SOCIAL“Content Created”

WEB VISIBILITY“Content Leveraged”

• 360 Tours• Responsive Design• Mobile Apps

USER EXPERIENCE“Engaging”

2014+

• SEO• PPC• Reviews• Reputation

Management

ON THE HORIZON

Q & A

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SESSION FEEDBACKText “Feedback” and your commentsto 22333 or visit pollev.com/property