If you’re at all involved with property marketing, you’ve probably been part of more than a few discussions about property marketing websites and their ability to convert prospects to leads and leads to leases. Great web conversions depend on your ability to truly understand your website visitors. How do they behave on your sites? What do they care about? How easy is it for them to get the information they need and take the next step? During this week’s Yardi Marketing Forum in Seattle, our very own Tudor Manole, development project manager for RentCafe, will lead a session that takes a deep dive into user behavior on property websites through analytics, user testing, and real-time recording. For those of us unable to be at the forum in person, here is a quick synopsis of his presentation, “Gold Star for Good Behavior,” as well as a few insights that you may be able put to work on your own sites to increase web conversions. At a glance, can you tell whether a website – in any industry – will convert or not? Yes and no. Great web conversions depend on the ability to craft a simple user experience that is intuitive, uncluttered, and can be navigated without instructions. So visibly, a straightforward site with a clear user journey is a great start. But there is other data we have to take into account to create a successful website too. What is user experience and why is it important? For a website to convert leads, it has to have a user experience that helps prospects complete the conversion process instead of abandoning the site. User experience (UX) design means observing user behavior in many different ways, and natural use of product is one that should not be...

By now, you likely know that collaboration between marketing and sales is necessary to achieve and exceed growth goals.  What you might not know is that without that unified approach, companies can lose 10 percent of revenue each year. For most businesses, the challenge is figuring out how to make interdepartmental teamwork effective. Organizations must begin with an equal playing field, where sales and marketing both receive support from upper management. Currently, that is not the case in many organizations. The Association of National Advertisers (ANA) and Business Marketing Association surveyed 237 B2B marketers for greater insights on workplace conditions. Only 42 percent of marketing respondents are consistently included at the senior management table. An eye-opening 37 percent expressed that senior management offered a “strong endorsement” of their efforts. Marketing and sales share a symbiotic relationship. Once leadership acknowledges their interdependence, both departments can work together to bolster growth. Esther Bonardi, Senior Director of Strategic Marketing at Yardi, offers these insights into bringing sales and marketing into a blissful and productive union: Partnership drives growth. “The goal of marketing is ultimately to drive qualified leads that are ‘sales ready,’” begins Bonardi (pictured, right). “Accomplishing this requires a lot of communication between sales and marketing.  All too often, it can be hard for one group to gain the attention of the other in order to effectively work together on a strategic plan.  A lack of meaningful communication is the greatest obstacle to this success.” The key to purposeful communication is exchanging resources and insights, sharing the same objectives, and consistency. “It is important for sales leaders to put time on their calendars to plan and strategize with their marketing counterparts, and to keep these appointments as if they were appointments with a key client,” says Bonardi....

It’s important to think through all the possibilities before you name your community. You don’t want to turn off potential renters. Bart: He lied about his name!  Lisa: His name doesn’t matter, a rose by any other name would smell as sweet.   Bart: Not if you called him Stench Blossom.   Homer: Or Crap Weed.   —The Simpsons Names don’t determine the personality traits of a person, but they do matter. And people do judge you by your name, even if it’s subconsciously. That’s why I didn’t name my daughter Kandy Kane Fiur. There will never be a supreme court justice named Kandy Kane (probably). The same goes for apartment communities. People put a lot of effort into naming their communities, which is why it’s sometimes baffling when you see communities that have names that could possibly be misconstrued. And it’s not just trying to avoid names that are offensive to people, which should be an obvious thing to do, but it’s looking in context. Take, for example, Plantation Flats. This name, in and of itself, isn’t so terrible. In fact, it’s kind of nice. But it’s a community located in South Carolina, which, for some people could have some negative connotations when they think of the name. Especially with all the controversy going on there right now. Maybe I’m just sensitive. (I mean, I did just bawl through the newest Pixar movie Inside Out, but, to be fair, I had just run out of popcorn, which definitely isn’t OK!) But it’s important to consider every possible meaning and association with a name before slapping it on a building. Be careful not to offend anyone or turn off potential renters. When naming a community, you should also think of the name’s longevity. For me at least, when apartment communities...

It’s possible you’re not using Snapchat yet for your apartment marketing. Or at all. And, I don’t blame you on that one. It’s hard enough monitoring your community Facebook page. And Twitter account. And maybe you even set up an Instagram account. What about Pinterest? Phew. That’s a lot of social media! Why incorporate another platform? Especially one that, when launched, sounded like it would just be used for teens to bully each other or something. I mean, disappearing pictures and videos? It totally sounds like the social media version of putting a flaming bag of poop on someone’s doorstep, ringing the bell and then running away. Attention grabbing, but ultimately an annoyance where the work doesn’t equal the reward. But, think again. Snapchat is huge right now. (Here’s a tutorial if you’re not familiar.) There are currently millions of users who use it daily. And most of its users are in the 34 years and younger group. Hey, a lot of renters are in that age group! Don’t you want their sweet, sweet eyeballs on your marketing efforts? Sure, maybe the app is just a flash in the pan. But remember, that’s what a lot of businesses said when Facebook started getting a lot of traction. And then, all of a sudden, everyone and their grandmother had an account, and people thought it was strange if they couldn’t find yours. The apartment industry is notoriously slow adopting to new technology. But why not get out ahead of the curve? And since Snapchat users skew a little younger than some of the other social media platforms, it might be a great place to focus marketing efforts for student housing communities. So, you’ve downloaded the app. What are some good ways to use it for...

Voice search is growing at an incredible pace. As we write content, we need to adapt to its unique format and language. Search Engine Land reports that voice search has risen significantly in the past year. Nearly 42 percent of users adopted voice search in the last six months alone. During our recent Open Café session, the State of Search Marketing, we polled 100 users from across the U.S. to learn how they interacted with voice search. This is what we learned: 10 percent of people surveyed use voice search all of the time 30 percent of respondents occasionally use voice search 35 percent of respondents rarely use voice search Voice search appeals to about 75 percent of respondents, and that number continues to grow. When you consider that the average renter will view 20 properties online, but will only visit three in person, it is vital that your property appears at the top of their voice search results. Take a second look at your content through the lens of voice search. There are two key components that differentiate voice search from text search. The first is more descriptive, longer-tail keywords and the second is question-based search phrases. Greater Description with Keyword In a text search, users adapt to computer language. Short phrases such as “apartments cabbagetown atlanta” or “dates YASC DC 2016” offer just enough info to connect users with general information. With voice search, users speak to their personal assistant as they would a friend, using full-length and often complex sentences. “Siri, find one-bedroom apartments for rent near a MARTA station in Cabbagetown” or “Okay, Google: find the dates for YASC in Washington, D.C. this year.” With this in mind, write content that reflects how people speak to one another. You can...

Do you want your listings to appear at the top of Google search results? Of course you do. Capitalizing upon your Google Business Listing is the first step towards a higher ranking. During our recent Open Café session, we polled 100 users from across the U.S. to learn if they maximize the potential of their Google Business Listings. This is what we learned: 55 percent of people surveyed have claimed their Google Business Listing 27 percent of users were not sure if they had claimed their Google Business Listing 18 percent of people surveyed have not claimed their Google Business Listing Your Google Business Listing is a quick, inexpensive way to enhance your digital presence and connect with prospects. It is the bridge between your property and prospects in your area who are searching for what you have to offer. By investing a little time in your Google Business Listing, you are making it easier for prospects to find your property through organic search as well as a listing in Google’s Local Pack. You’re likely familiar with Local Pack, even if you didn’t know the name of it. The Local Pack is composed of three business listings and a map that shows their location. Businesses that make it onto this top three list are more likely to get clicks since they are prominent in search results. Interested in joining that Local Pack? Here is how to get started: The Foundation Be sure to input all requested data on your Google Maps My Business Page, including hours of operation and details about your location. These key points will help Google match your property with the location terms used in searches. Proximity matters. “Near me” searches have increased by 130 percent in the last year. About...

You spend your marketing dollars attracting leads, but then what? How do you know if valuable emails and calls are slipping through the cracks? Maximize your conversions by cementing a follow-up strategy at your properties to make sure you’re getting the best return for your advertising spend. “We should not lose sight of the fact that through apartment leasing, we are providing homes to our customers, and a home is very personal and dear to many. There is nothing like that personal engagement and touch with the customer,” asserts EPMS, a leading multifamily consulting agency, in an article sharing leasing tips for apartment communities. Optimize your follow-up strategy by checking in with prospects and residents at these four critical times: First Contact Don’t miss a chance to convert a lead because you didn’t follow up fast enough! After a prospect has reached out to you over the phone, through email, or even via live chat, your team should be ready to respond and move the prospect to the next step – whether that’s scheduling a tour, completing an application, or something else. Remember, if you don’t respond quickly, your competitors will. After a Tour You’ve talked, you’ve walked, and now… well you’re not going to just shake hands and say goodbye, are you? Follow up with a call or email within 24 hours after any site visit to let prospects know that they’re important to you and that you represent a property that not only cares but also takes action. Post Move-In Let your new resident know that your relationship with them doesn’t end the day they move in. You’re not just trying to get people through the door, you’re working to cultivate happy residents who will become ambassadors for your community. Check in...

A host of marketing geniuses recently descended on Nashville, Tennessee for the first Yardi Marketing Forum of 2016. This bi-annual event for Yardi Marketing Solutions clients combines learning, networking, and fun for an unforgettable three-days. Take a look at some of the highlights from our time in Nashville: Google‘s Presentation We always look forward to sessions led by guest presenters, and this forum was no exception. As an official Google Partner, we were pleased to invite Ben Killmer (pictured, left)– our favorite Googler – onstage Tuesday to discuss the ever-changing world of mobile search. Ben shared actionable tips to help properties get found by apartment hunters. He also taught the audience easy ways to create a better user experience that converts prospects into residents. “There are four essential strategies that can help you win consumers during micro-moments,” said Ben. “You’ve got to be there, be useful, be quick, and connect the dots.” And here’s a fun fact he passed on to us: did you know that 15% of all Google searches are completely unique and have never been searched before? Ben will be taking us on a tour of the Googleplex office in Mountain View this June, and we’re all quite excited about it. We promise to follow up with another blog post detailing who we met and what we ate for lunch in the Google cafeteria! A Night at the Opry After a full-day of guest speakers and learning labs on Tuesday, our group bussed out the legendary Grand Ole Opry concert venue for a catered dinner, wonderful ensemble show, and private back-stage tour. We were thrilled to take photos on stage where so many stars have performed – including Dolly Parton and Randy Travis – and got to peek inside dressing rooms...

In our previous post, 5 Steps to Discovering Your Story,  we introduced the importance of consumers’ emotions in the sales process. You also identified features that can help your property stand out from the competition. Today, we will show you how to weave those points into a marketing story. This story creates an important emotional connection between prospects and your property—and that connection leads to sales! Weave the story web. Take a moment to review the information that you’ve gathered on your town, neighborhood, property, and its residents. What common themes or patterns stand out to you? Perhaps your property is a new construction in a recently developed part of town. It doesn’t offer much in terms of history, yet your property is positioned for a different type of story. Your story may revolve around fresh starts, new beginnings, and unlocking potential. Maybe your property is located in a working class suburb filled with families. These busy families yearn for a retreat that allows them to focus on quality time together and meaningful relationships. Your marketing story may focus on building a strong network of friendships in a welcoming and accepting environment. The options are endless. Use the results of your sleuthing to create a story about your community. Your story must fill a void in your prospects’ lives. Select your tone. Identify a narrative voice that will resonate with your target audience. Become comfortable with this voice so that it feels natural. Get feedback from a member of your target audience when needed. This voice will compose the text needed for your first campaign that will cross your website, blog, and social media. Remember, you will be able to tweak this voice over time based on campaign success. Curate captivating visuals. Photos and...

Do you offer spacious one, two, and three bedroom apartments in a desirable neighborhood? Maybe you offer spa-like amenities, too. Guess what? The same things could be said about dozens of other properties in your area. To set your property apart from the competition, you must first learn to develop the marketing story of your community. First and foremost, consumers are emotional decision makers. (In most cases, logic is what we use to validate a decision that we’ve already made with our emotions.) Psychology Today reports that emotions are what push consumers toward action. When you want a prospect to take a site tour, sign a lease, or make a referral, you must trigger their positive emotions. By discovering the story of your community and using it in your marketing campaigns, you give prospects the opportunity to forge an emotional connection with your property. This emotional connection will add perceived value to your units. It may sound odd but you can use emotions to fill vacancies! Yet before you begin to daydream about a waitlist, you must first develop your story. The five tips below will help you create the foundation for a strong marketing story. Explore your history. Take a moment to learn about the history of your neighborhood. It may be interesting to know who first settled in the area. Another point of interest could be what industry or what person is responsible for kick-starting commerce and development in your neighborhood. You may or may not chose to integrate this information into your marketing story but the background information may prove useful during property tours. Examine your demographic. Who makes up the bulk of your community? What are the best attributes of this group? Every group has positive features, even rowdy students....

It’s a fact: today’s renters want to do everything online. That means they want to use the Internet to find and research an apartment and even make a buying decision – sometimes without visiting the community. Is your property management business up to speed? The savvy apartment marketer needs to understand what Google calls “micro-moments” to learn how to drive prospects to property websites, grab their interest, and convert that lead more quickly than ever before. Micro-moments are your opportunities to be there, be useful, be quick, and connect the dots for consumers. What are micro-moments? According to Google, micro-moments “are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.” They are all those brief instances when people who are searching for a place to live reach a decision point. Do they click the link to your website? Or do they scroll past your search result to the next ad or competitors’ site? Once they’re on your site, do they call your leasing office or start an online application? Or do they abandon their search before taking action? Why do they matter? Online prospects place a high value on instant and accurate information. They don’t want to pick up the phone or come to your leasing office to get the answers they need. Where to start? Finding the right renters starts with attracting the right prospects. Search engine optimization (SEO) and search engine marketing (SEM) solutions will help you reach apartment shoppers at just the right moments. A solid SEO strategy delivers content that appeals to both customers and search engines, organically positioning you for maximum visibility in search results. SEM, also known as pay-per-click advertising, is about reach, relevance, and ROI. When the right...

Established in 1984, Ellis, Partners in Management Solutions, (EPMS) is one of the multifamily industry’s most respected providers of management and marketing consulting services. EPMS’ management mystery shopping reports have made it an industry standard in the performance evaluation of leasing professionals. EPMS scores are a very effective way to tell if your leasing staff is helping or hurting your properties. But what do you do when you consistently score in the 90th percentile in secret shopping reports? Some people might sit back and congratulate themselves. Not us. When this recently happened at our RentCafe Connect customer connection center, we decided to change the test. The Problem This sounds like an awesome problem to have, right? On the face of it, we agree. Everyone likes to be told they’re doing well. But we also knew that the scores were based on objective criteria about general telephone presentation and customer experience. Sure, we were providing really good general service as far as call centers go. But were we actually delivering the specialized support our clients deserved? RENTCafé Connect is an incoming communications center that exclusively supports residential Yardi Voyager users. Certainly we could do better. The Solution After listening to client feedback to better understand their expectations, we realized we needed to change our approach to better align with their needs, even if it meant initially scoring lower on our secret shopping reports. “Our team knew that we needed to customize testing and scoring to ensure that our customer connection agents provide the best possible support for our client’s properties,” said Joe Hendrix, vice president of RentCafe Connect at Yardi. So that’s what we did. In May of last year, we altered our EPMS form to match the criteria our clients are using. The new,...

In our last Open Café webinar, we introduced the 30 Day Social Media Marketing challenge. This challenge encourages RentCafe users to post consistently, engage with followers, and attract prospects. Now, you can participate as well! Though you can begin on any day, it may be a good idea to kick start your new social media campaign with other Yardi clients on February 1st. Commit to create at least one post each day. The 30 Day Social Media Marketing Challenge graphic below offers guidelines for getting started. These tips will help beginners create a well-rounded and effective social media marketing campaign. You will be able to: show who you are; present what you have to offer; showcase the awesome influences that inspire you; help you to interact with your target audience; and, of course, build a strong following on social media.     Want more insights into what your renters want to see and know? Visit the RentCafe...

Concierge service isn’t just for five-star hotels anymore. An increasing number of property management companies are making their communities appeal to high-end renters by providing a range of expanded resident services. Offering premier resident services can make your communities feel like luxury resorts, helping with both retention and your online reputation. It doesn’t have to be difficult to provide this level of service. Today’s technology makes it possible to give residents access to live, 24/7 services via their mobile devices. Take a look at three key benefits of adopting concierge service solutions for both apartment residents and onsite staff: Allows residents to prompt, track, and pay for services online Help your residents help you by automating processes for service requests, amenity reservations, and fee payments. Tools like Yardi Concierge let your residents authorize guests, set notification preferences, reserve amenities, track deliveries, and more with the click of a button. No phone calls, no paperwork, no hassle! Streamlines concierge functions of front desk staff When you use technology to automate resident services, your onsite team is able to manage and track everything digitally. If your solution integrates with your resident portals, so much the better. Then your team can see everything related to your residents—from parking pass requests to electronic parcel signatures—all in one place. Front desk staff members can also quickly send email alerts to notify residents as needed, eliminating time spent on the phone and creating a trackable communications record. Increases resident retention by providing desirable services A recent report by J Turner Research revealed that 75% of Millennials surveyed consider a 24-hour service request guarantee one of the three most important apartment amenities. But it’s not just the younger generations that expect this level of accessibility. The study also showed that 68%...

By now we’re sure you’ve heard of Google AdWords, those pay-per-click (PPC) ads that pop up in search results on the largest search engine in the world. Whether you do a Google search from your desktop or mobile device, you’ll see them—serving up the most relevant results to get you to click through to the advertisers’ websites. If you’re interested in learning how to use Google AdWords for search engine marketing (SEM), this blog post will help you get started. First, we’re going to teach you the basic terminology and functions. Then we’ll share three best practices that will help you get results. And finally we’ll introduce you to a service that will help power your AdWords campaigns and deliver measurable results. Ready to learn more about Google AdWords for property marketing? Ok, here we go! Getting Started Get your ad on Google, the search engine that processes over 3.5 billion searches per day. Google AdWords helps you advertise your business or community directly to potential leads at the very moment that they’re searching for the things you offer. Creating Ads Creating an AdWords ad is a three-step process. First you write the ad, including a headline that identifies your product or service, a link to the landing page you want people to go to, and some text with a call to action. Then you choose the search terms that will prompt your ad to appear in Google search results. And finally, you set your daily budget. Ad Groups Ad groups are groups of ads with slight copy, url, or delivery (desktop vs. mobile) differences that target the same set of search terms. Campaigns A campaign is a set of ad groups that have the same budget, location targeting, and more. You might have...