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Poll: What are your company goals regarding marketing spend on the ILS category over the next 12 months? (was ended 0000-00-00 00:00:00)

Deemphasize spend in favor of other marketing buys or property website effciencies
24 68.6%
Maximize spend with one or more ILS brand
5 14.3%
Eliminate ILS spend altogether
2 5.7%
Other (please elaborate in comments)
2 5.7%
Significantly reduce spend as the market recovers
2 5.7%
Total number of voters: 1 ( Eden Chai )
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TOPIC: What are your company goals regarding marketing spend on the ILS category over the next 12 months?

What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46802

Hi, everyone! Doing a little research in preparation for a panel discussion, and would love input from the marketers in the group: What are your company goals regarding marketing spend on the ILS category over the next 12 months? Thank you!
Last edit: by Felicia Norman.

What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46803

Depending on the market, I sometimes use an ILS to compliment my PPC so that I’m not over spending unnecessarily. Overall in the past two years I’ve changed most of our plans to be driven solely on website performance. Your brand is the best brand to introduce yourself to prospects.
  • Jacklyn Arnest
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46804

ILS companies spend the most in search optimization, making them a critical part of our marketing plan. Plus, no one types in “ABC apartments” when googling. If you’re going to try to show up at the top, you have to use broad keyword searches like “apartments in Orlando,” and everyone else, including the ILSs, are already spending money on those keywords. When everyone is trying to buy broad keyword searches like that, the price for your SEM gets driven upward.

Major problems in this industry are that we:
1. Don’t answer the phone
2. Don’t reply to leads effectively
3. Don’t follow up the way we should
Then we are like.... “why isn’t our advertising working?
  • Joanna Munsey
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46805

The best and most truthful response.
  • Chris Finetto
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46806

Drive traffic to your website with SEO and PPC. Invest in your brand rather than driving traffic to an online directory (ILS) where all of your competition is.
  • Amber Nicole
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46807

It’s funny. When you look at a typical apartment property, you only need 6 or 8 new leases each month. Just go find them. One teacher, one nurse, one mid-level manager... Invest in your brand and your property.
ILS’s can be beneficial, but I feel they are a topical solution. If your property sucks and your staff sucks, your results will suck.
  • Chris Finetto
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46808

Yes! Too many people think the ILS should close the deal for them. That line of thinking doesn’t make any sense.
Our industry as a whole needs to look at the hospitality industry for guidance. Hotels show up everywhere and can be booked from almost any website. We are so far behind!
  • Joanna Munsey
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46809

Your online brand( Ratings and Reviews) will suck, and that factor is now the first stop in the the prospect's sales process. Results follow brand - good or bad.
  • Dennis Smillie
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46810

Yelp. I’ve subscribed to Yelp, the paid model. Most consumers trust Yelp reviews more so than any other. That’s what the Yelp person told me, he had some slick stats to back it up.
  • Chris Finetto
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What are your company goals regarding marketing spend on the ILS category over the next 12 months? 5 months 4 days ago #46811

I love Yelp
  • Joanna Munsey
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