Apartment Marketing
We hold true to our long standing position that increased web site traffic has a direct correlation to increased physical traffic, as measured by guest cards. However, as we gain more clients, in many instances we are seeing significant increases in web traffic, but poor conversions from web traffic to actual rentals. There are clearly a few steps between web traffic and a lease, which is where things seem to break down.
Apartment Marketers Understand the Significance of Controlling Web Traffic
As more and more apartment marketers dive deeper into internet marketing and understand the significance of increased web site traffic, conversions and the like, another problem surfaces, the disparity between web traffic to guest card conversions, web traffic to tour conversions and web traffic to rental conversions surfaces. In some instances the inconsistency is significant.
This is another issue similar to getting the phone answered effectively and consistently, which has been an ongoing problem for ages. The first line of aim always seems to be the leasing staff, but at what point are we as apartment marketers going to wake to the fact that there may be something a little deeper as to why the site staff doesn’t answer the phone, at least as much as we all think they should? Whole business platforms have emerged to track and measure just how poorly the lowly site staff is at this simple, basic task. And now, with the introduction of social media marketing, there are more layers of stuff for the leasing group to do, including increased web site traffic. Perhaps they just can’t do one more thing without purging many of the old and dated things they are already doing.
Is It Back to Basics or Retooling What We Do Each Day
Although I did not attend the recent AIM Conference, many of my peers and clients have commented on how much they enjoyed the Back to Basics Presentation. That in of itself seems paradoxical, back to basics at a tech conference. We have been conducting a series of experiments and testing on a couple of our clients portfolios to test this idea that maybe, just maybe our leasing staff has lost their way. Not that they don’t know what do to, just that they have so, so many things to do that the real handful of things the MUST be done each fall aside to the barrage of never ending to do lists and required corporate jabber.
So what are your thoughts here, are we off base, or might there be something to this.
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
Eric Brown
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications; Multi Housing News Social Media Examiner Search Engine Guide
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thanks for posting this, it helps a lot for the apartment owners on how to market their apartments.