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How Do You Know Your Google Ads Are Working?

Over in the forums, Beth asked a great question about her Google Ads: How do you know what you're spending on Google Adwords is working? I've been asked by our owners to create a report that justifies our spending towards Google Adwords and not sure if there is a direct way to verify traffic or lease to Google Adwords. This might be a question for the marketing team, but just curious how your company verifies the cost of Google Adwords and its value is validated. This is such a great question. (Thanks, Beth!) I'm resharing the full answer that I originally posted here. The short answer is this: You want to tie your ad results as precisely as you can to real business results. And those results should come relatively quickly – a smart, targeted campaign should almost immediately produce an increase in phone calls, email leads, and tours. Focus primarily on those lead generation metrics, but also understand that those numbers alone won’t tell the full story of how Google Ads might be contributing to your leasing success. To provide a better answer to the question (backed up by data), you’ll want to have access to the followIng: Your Google Ads account [ads.google.com] The Google Analytics account for your website [analytics.google.com] Your Google My Business account [google.com/business] Your call tracking reports Your lead management/CRM reports Here are some specific things you can measure to show the effectiveness of your Google Ads (ordered in the typical order they occur along the cu......
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4 Ways to Better Utilize Your Thank You Page

4 Ways to Better Utilize Your Thank You Page
When a prospective resident submits a contact form or request for information on your website, he or she is most likely redirected to a pop-up message or page that says something along the lines of, "Thank you, your form has been submitted."   However, your thank you page presents the perfect opportunity to take your marketing efforts a step further, rather than simply acknowledging receipt of a submission.   Here are 4 thank you page ideas worth implementing:   #1 – Resident Testimonials One of the most effective marketing strategies, testimonials give your brand a major boost in the credibility department. There is no better testament to the quality of your apartment community than hearing directly from current or previous clients.  Consider including testimonials on your thank you page. For example:   Thank You for your submission! Someone from our team will be in touch with you shortly to provide more information, answer any questions you may have, or schedule a tour. In the meantime, check out what our current residents are saying about [Community Name].   Include three to four high-quality testimonials.   #2 – Promote Social Media If your community is active on social media, the thank you page is a great place to promote your channels. Include icons that link right to your social pages. You could also include some kind of offer or incentive for any individuals who follow you on social media. Again, your thank you page could read just like our previous example above with the addition of, “in the m......
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Your 'No Excuses' Guide to Welcoming New Residents. Each one. All the time. Without Fail.

The Roomba Revelation     The Roomba is one of our favorite autonomous inventions. There are a lot of ways people can spend their time, and vacuuming doesn’t have to be one of them. All you need to do is tell it what time of day to vacuum and you have one less chore to do every week. It is such a simple concept, yet it has been insanely popular. iRobot ships over one million units every year. The Roomba isn’t successful because vacuuming is a difficult task. It’s successful because it eliminates the need for individuals to complete a monotonous, time-consuming task. Let’s be honest, a lot of us would love to say we vacuum every week, but that isn’t the case. Yes, vacuuming is essential, but skipping it for the week isn’t going to stop your household from running like laundry and dishes. We are busy. Finding time to squeeze in vacuuming doesn’t always happen. Stories of innovation like Roomba inspire us to make improvements for multifamily. Multifamily agents and marketers are overwhelmed with ‘chores’ that are repetitive and quickly forgotten.  One example: Resident Welcome.   What does a Resident Welcome email campaign entail? Welcoming residents helps set the tone for the resident’s experience. It is the first interaction with your prospects after they sign a lease. The resident welcome emails help you show your customers that you care about them, not just making a sale. Unfortunately, agents are swamped with nurturing prospects, handling resident’s needs, hosting events and about a hundred other......
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Just How Do You Appeal to Gen Z? CampusConnex Session to Tackle this Mythical Student Demo

Just How Do You Appeal to Gen Z? CampusConnex Session to Tackle this Mythical Student Demo
The student-housing industry has been so focused on attracting millennials for so long that it's hard to believe a new generation has arrived at its doorsteps. In fact, members of the first wave of Generation Z already have entered their college years. Yes, you read that correctly. The mythical Gen Zs are now in college.   It’s imperative that the owners and managers of student-housing communities now design and operate their communities in a way that not only appeals to Gen Z'ers but keeps them. We will be tackling this ‘How To’ at next week's NAA CampusConnex 2019 conference at the Omni Resort at ChampionsGate in Orlando.   "Considering Generational Shifts in 2019 and Beyond" will take place on Wednesday, Feb. 13, from 2:45 p.m. to 3:30 p.m. Joining me on the panel will be Jennifer Messina, vice president of marketing at San Miguel Management, and Mark Mitchell, director of commercial and hospitality interior design at BSB Design Inc.   How Gen Z Differs – Are they truly unicorns?   We all know there have been significant shifts in behavior from generation to generation, and we are certainly seeing this with Gen Z as compared to millennials. These shifts will present opportunities for owners and managers to address these shifts and capture loyal residents within this group.   To start with, members of Gen Z are even more digitally connected than millennials. Gen Z'ers belong to the first generation that has had technology at their fingertips since the day they were born.......
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4 Tips to Help Your Bots Get More Done

People love the excitement of getting a new technology; however, your new tech is only as helpful as the user. We like to compare this to getting your grandma a smartphone (if you have a hip grandma this analogy doesn’t really work, but hang with us). Giving your grandma access to a smart phone seems like it would alleviate your obligatory tech support line. She is now able to do things like schedule doctor’s appointments, keep in touch with her family and friends, and look up new recipes easily. This seemingly perfect plan often times backfires. She is left more confused than ever and now you are flooded with phone calls about how to do all of these new things on her phone. The other alternative is that your grandma stuffs her phone in a drawer and continues to do things the old-fashioned way because she doesn’t understand the value it can provide. Adding a chatbot to your website or Facebook messenger can have the same effect if your prospects don’t know why or how to use it. We have come up with four quick ways to help your bots get more done. For readers who might not have a chatbot yet, you can still use these 4 tips to start more conversations between prospects and agents on Faceboook Messenger.   #1 Talk about it The easiest way to get prospects to talk to your bot is to talk about it. Make your Facebook post call-to-action a link to your new bot. &n......
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Why You Should Use Google My Business Posts for Apartment Marketing

A recent newcomer to the apartment marketing world, Google My Business Posts aren’t widely embraced among multifamily professionals. This a is a real shame because GMB Posts offer an incredible amount of value for little to no upfront costs. And who can ignore that? To help bring GMB posts into the mainstream, we put together this quick look at why apartment marketers should use them and how to get started. Why Google My Business Works Wonders For Apartment Marketers As discussed in a previous post, GMB presents a number of opportunities for apartment marketers. We’ve listed the three main showstoppers below. GMB Posts Helps Your Community Stand Out Google My Business Posts launched a little over a year ago. However, the launch was quiet by Google standards and escaped the radar of many digital marketing professionals. Not much has changed since then, giving today’s GMB Post users the distinct advantage of early adoption. Adding GMB Posts to your apartment marketing strategy now – while others are still in the dark – will make your community stand out in Google search. And because increased search visibility often leads to increased traffic, and increased traffic often leads to increased lead generation, this is a great thing. GMB Posts Supplement Apartment SEO and PPC Campaigns Nothing can replace a top-notch apartment PPC strategy. But if you’re looking for a cheap way to advertise to audiences who are conducting intent-based searches, GMB Posts are a pretty good alternative. GMB Posts include headlines, images, descriptive text, and ca......
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3 Digital Marketing Trends for Apartment Marketers in 2019

3 Digital Marketing Trends for Apartment Marketers in 2019
Marketing is one of those things that is always evolving. Much like technology, marketing teams need to be consistently looking at future marketing trends, considering what might be applicable to their industry and budgeting for effective testing each and every year. In the world of marketing, there are a lot of platforms and technologies that marketing experts have identified to be major players in 2019. This is a great article about impactful marketing trends to watch this year. As far as multifamily goes, there are a few I think will prove to be impactful in our industry:     Chatbots As referenced in a couple of online articles, chatbots are going to play a major role in the process of nurturing a lead through the marketing funnel. We know our residents want information immediately, and they often do research on apartments at home, after work, late at night or even secretly in their cubicle. At any rate, a phone call or email is just too slow of a communication platform to give them the information they need when they are looking. Chatbots have the ability to answer quick and easy questions, free up the time of the leasing associates and put information in the hands of our prospective renters quickly and without little effort.   Content is Still King There was a time when content really only served the purpose of an increase in SEO value. But times have changed. Content not only carries the SEO benefits of past but can......
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The Ultimate Luxury Apartment Marketing Guide

Luxury Apartment MarketingThe national apartment market is predicted to grow by over 450,000 units in 2019. According to Fannie Mae's Director of Economics & Multifamily Research, this will be one of the largest supply increases in the past decade. Most of this growth will be concentrated in ten metros, and as many of you have might guessed, most of this new supply will be for luxury Class A units. (Multifamily Executive) The industry trend towards new luxury development has been going on for years. In 2012, only half of all new apartment builds were considered high-end. In 2017, 79% of all new multifamily construction were luxury builds (Yardi Matrix).  A recent Bloomberg article aptly described the situation, “Tenants are gaining the upper hand in urban centers across the U.S. as new amenity-rich apartment buildings, constructed in response to big rent gains in previous years, are forced to fight for customers.”  Luxury communities are competing against more properties than ever for a small, high end portion of the rental market. If you're in charge of marketing a luxury community, you might be feeling the affects of this increase in supply. Now more than ever, luxury communities need to take a strategic approach to their marketing efforts. In this guide I share some of the strategies, observations, and advice I picked up working at a multifamily marketing agency with a track record of helping luxury communities sustain and grow occupancy rates in competitive markets. Understanding Your Place in the Luxury Apartment Market Understanding the market surrounding your......
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“I don’t have time to be strategic about my follow-up”

Introduction Time is a funny thing. People are living longer than ever before due to medical advances, yet somehow we have less time in the day to get everything done. We are running around left and right without being able to stop and think about where we really want to be running to. Having the time to be strategic about your actions is becoming an elusive idea. Just think about eating dinner on a weeknight. If you are anything like us, it is not a well-planned, homemade meal. It’s a smorgasbord of things from your fridge dumped in an instant pot, or a fresh from the microwave courtesy of Marie Callender’s. Now, we understand cooking a full meal is simply not in the cards for most people; however, that doesn’t mean you can’t be more strategic about what you eat. Services like Postmates solve this dilemma. Now, you can get real food delivered to your doorstep exactly when you want it. With Postmates, each family member gets the meal they want, when they need it and you can spend more time enjoying your family rather than throwing together a meal. So how does this relate to multifamily?   Prospect Prioritization Most property management companies (PMC’s) have agents manually sort their leads every day. Agents would need to set aside 30 minutes to 2 hours to thoroughly sort through their leads every day depending on the side of your property. This means most agents are forced to either follow up with a lot of pr......
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Automation Is Only As Effective As The People Behind It.

  All the technology and automation in the world is fruitless if there isn’t someone there to back it up.  Before Christmas I went on-line and attempted to purchase a gift certificate from a well known home delivery meal service.  I wanted to spend more than what it seemed I could through their website, so when the little chat window opened with “can I help you”, I said sure and went on to explain what I wanted.  After a little back and forth conversation, all of a sudden there was no response from the other end.  Leaving the window open, I got up, walked ten feet to the kitchen to grab a water and came back to a note that read because I hadn’t responded, the chat had ended.  Well crap, that was a waste of time!  A couple days later I attempted it again.  I got the automated greeting and then this time absolutely nothing after the auto intro.  At this point, I gave up and went elsewhere.  A couple days after that I got a survey e-mail asking me about my customer service experience on their site.  I nicely and concisely laid out my experience, submitted it and still have had no response from the company even though they obviously have my contact information.  So not only didn’t they get my sale that time, they never will in the future - on top of the fact that if their name ever comes up in conversation with my friends, I will prob......
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Brent Williams
Great blog, Penny!
Friday, 01 February 2019 10:33
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