BUILDING LOYALTY LIKE

Barbara Savona of Sprout Marketingbarbara@watchyourbusinesssprout.com www.facebook.com/sprouting

GAGA

Love Her or Hate Her...

BORN: MARCH 28, 1986

5 GRAMMY AWARDS

15 GRAMMY NOMINATIONS

23 MILLION ALBUMS SOLD

64 MILLION SINGLES

The Wo

rld Ha

s Gone

Gaga

STUDENT HOUSINGCan Build Loyalty Like

10Ways

GAGA

1.GAGA

D E F I N E Y O U R B R A N D

Are you painting the lifestyle? Website ● Social MediaBillboards ● Printed Materials

One of the biggest challenges: “Trying to stand out amongst our competition when the products are exceedingly comparable. It is important not be ordinary and provide residents a unique living experience.” -Jennifer Messina, The Quarters on Campus, Austin, Texas

DE F I N E Y O U R BR A N D AT F I R ST G L A N C E

In a Sea of Cookie Cutters...

GAGA

“You laugh at me because I’m different. I laugh at you because you’re all the SAME.”

- Lady Gaga

T R U L Y B E U N I Q U E ! 2.

Gaga dominates the tabloids & spins the media with her bestie Perez Hilton.

HAVE THE RIGHT PEOPLE ON YOUR SIDE

3.GAGA

CA’sParents

University

THE RIGHT PEOPLE

STUDENT HOUSING

We want someone that is proud of attending the University of Texas.The marketing side seeks an outgoing individual that is continually attending campus events and is a member of campus organizations. They must be social! Since they are the eyes and ears of student culture, I need someone on my marketing team that expresses what is "in" with the college community and is a true reflection of a well rounded university student. 

Jennifer Messina- Marketing Director, The Quarters on Campus

CA’s- Not Just Community Assistants

C OM M U N I T Y A DVO C AT E S

A Parents’Experience

To Parents...

The Safety Net

“I speak at a parent night meeting at our all-girls dorm on their move-in day. When parents are involved in the prospect process we always describe how our key system works, philanthropic events, close proximity to campus, individual leases, parking options, and convenience of submitting maintenance requests or paying money owed online. On move-in day, we sign up the parents to our monthly newsletter so that they remain informed of community communication.” -JENNIFER MESSINA, Marketing Director, The Quarters on Campus

“PICTURES! PICTURES! PICTURES! Chances are, market rents, specials and amenities will be similar at all competitive communities. PICTURES will be what sets you apart from the rest” - Tonirae Gorcie; Student Housing Specialist

W H AT S E L L S PA R E N TS ?

T H E U N I V E R S I T Y O N Y O U R S I D E

The Ohio State University President Dr. E. Gordon Gee

“We have a very STRONG relationship with the campus & our brand image is one of integrity & respect with the University. It takes time, hard work and a mutual understanding that they are students first!!! The president attended because he knows we genuinely care for the students, exude collegiate pride and are viewed as a partner with the university. We are not the typical landlord on campus and they know it. Additionally, over 500 of his students were here at this event.

When he walked up to the property he was treated like royalty by these kids. They idolize, respect and admire him. It was like a red carpet scene of photos and being able to meet him in person. One event I will never forget or our community.” -Kim Cory

Sales & Marketing Director at University Village

Get involved! “Participate in programs, invite them to the property, etc. Having a good relationship with the university can really go a long way in the success of our property!”

-The Team @ The Retreat at Knoxville

The Cottages of Baton Rouge did this and had a staggering 3,270 people talking

about the community!

GET INVOLVED WITH THE STUDENT ORGANIZATIONS

“Currently, we have about 20% of the Chinese Student Organization and because we have such a great relationship with them we might be able to get them all to live at our property next year (about 500 students).”

-Key CoftyRegional Manager-Lynd Student Living

Facebook 47.5 Mil. Fans 18.9 Mil.Twitter Followers 2 Billion YouTube Views

C O N N E C T M Y W A Y4.GAGA

C O N N E C T M Y W A YStudent Housing

47% Spend 4-7 hours online daily42% iPhone/30%Android78% Would use FB to learn about apartment61% will watch a video on a website they are visiting

-Stats courtesy of Catalyst, National Survey of over 500 students

STUDENT HOUSING

In a national survey of more than 500 students conducted by Catalyst, an Austin based marketing company, 49% ranked texting as their most important method of communication.

APP-solutely

“We have an iphone App where our residents can submit work orders, their own comments on a blackboard, tour a virtual leasing center or impending gatherings.”

-Jennifer MessinaThe QUarters on Campus

Allows Multiple Users to Be Set Up

Lookout for a new trend...PA Y I N G R E N T O N FA C E BO O K

FOSTER A COMMUNITY5.GAGA

GIVE YOUR STUDENTS SOMETHING TO CONNECT WITH

STUDENT HOUSING

HELP FOSTER A COMMUNITY

STUDENT HOUSING

MEET THE TEAM...

Mascots...

RingoIntroducing Ringo...

The Retreat at Knoxville’s real, live mascot!

...and there’s the blow-up kind too!

MY NAME IS GARY THE MASCOT FOR UNIVERSITY VILLAGE.. .

“Getting to know the residents is huge... Also, getting to know their pets. We do a pet of the month in which we award a resident and their pet a prize each month. These things really go a long way to make them feel like they are more than just a rent payment to us.”

-The Retreat at Knoxville; Landmark Properties

T H A N K Y O U FO R BE I N G P E T F R I E N D L Y

Lost Dog...

FOUND!

TUTUS ANDT R E AT S

6.LOVE YOUR LITTLE MONSTERS

STUDENT HOUSINGLOVE YOUR LITTLE MONSTERS

“Rather than spending tons of money for new lease promotions, we prefer to

spend the money giving back to our current customers!”

-Jarrod ByerCommunity Manager, Villas on

Guadalupe

BE THE MAMA MONSTER

7.GAGA

The biggest thing to remember when leasing or

managing students is to treat them as adults and

not kids. They want the same level of respect that you would give their parents. They don’t like to be treated as if they do not know what they are talking about.

-Jennifer MessinaMarketing Director for The Quarters on Campus

STUDENT HOUSING

To students...

8.PUT YOUR MONSTERS TO WORK

GAGA

STUDENT HOUSING

A T - S H I R T? Y E S . . . A T - S H I R T

The Ultimate!

9.SIMPLY DELIVERGAGA

“There is no secret formula to build loyalty. It goes back to basics. Do what you promise every time. Just Deliver!”

-Jeff Weissman; Senior VP; The Lynd Company

Deliver

Remember, your time is limited! “Building loyalty is something that should begin on the property tour, before they sign the lease!”

-Tonirae GorcieStudent Housing Specialist

Deliver

Customer Service is everything for us.

We retained 45% of our resident base this past season on about 30,000 beds. We are consistent with our residence life programing and provide activities the students are interested in. In addition, we listen to the residents. We survey the student population in the fall and spring semester and prepare for both positive and negative feedback.

Casey VanZandt Vice President of Business Development

Campus Advantage

Deliver

“Going door-to-door and having a presence with the residents, not just someone behind a desk. Also, performing maintenance follow-ups with the residents to make sure everything is taken care of to their satisfaction.”

-THE RETREAT AT KNOXVILLE

Deliver

“Listen to them.  Fix their issues.  Treat them with respect.”

“Of course, that is all property management and in any business really.  But I have seen property managers just blow off their student residents and the residents get upset and say nothing and move out.  Then they tell all of their friends what a horrible experience that had.”

-Key Cofty, Regional Manager, Lynd Student Living

10.STAND FOR SOMETHING BIGGER

do students even care? “Community is built by sponsoring community events or philanthropic opportunities. It does matter to students because it creates more value to the apartment.

They are honored to be a longhorn and they want everything they do in their college life to reflect that pride. It also provides a more social setting that students enjoy living in.”

-Jennifer Messina

The Quarters on Campus

STUDENT HOUSING

We Believe:1. Charity is incredibly fun and exciting.2. College is incredibly fun and exciting3. Running around in only undies is incredibly fun and exciting4. Put 1-3 together and it will be incredibly fun and exciting. www.undierun.com

• Define Your Brand• Ditch Cookie Cutter • Have the Right People on

Your Side• Connect My Way • Foster a Community• Love Your Little Monsters• Be the Mama Monster• Put Your Monsters to Work

for You• SIMPLY Deliver • Stand for Something Bigger

recap

Learn More...Facebook.com/Sprouting

Twitter.com/WatchItSproutwww.WatchYourBusinessSprout.com

Barbara@watchyourbusinesssprout.com

A Special Thanks: Jeff Weissman Senior Vice PresidentLynd Student Living 8,000 Beds

Key CoftyRegional SupervisorLynd Student Housing

Bryan Winfree, Ringo, & The Entire Team at The Retreat at Knoxville

A Special Thanks:

Tonirae Gorcie Jennifer Messina-Marketing Director for The Quarters on Campus, Austin, Texas

Jarrod Byer, Property Manager, Villas on Guadalupe, Austin, Tx

Casey VanZandt Vice President of Business Development Campus Advantage

Additional Resources/Credits: Slide 8: www.thevillasonguadalupe.comSlide 9: www.lyndstudentliving.comSlide 10: www.quartersoncampus.comSlide 14: Olympia Avenue, Taylor Place, The Cottages, Millennium Hall Slide 15: Millennium Hall, South 40 House, Slide 24,25: Snapshot from www.retreatalabama.com/parentsSlide 29: University Village FB page Slide 32: Cottages at Baton Rouge FB page Slide 36: Snapshot of www.greystarstudentliving.com/greyster-marketing.com Slide 37: Snapshot www.thecottagesofbatonrouge.comSlide 38: Campus Special FB pageSlide 40: Campus Apartments FB page Slide 43: Upper Eastside FB page Slide 44: The Retreat at Lake Tamaha FB page Slide 46: Courtesy of The Retreat at Knoxville Slide 47: Courtesy of University Village FB pageSlide 48: Courtesy of The Quarters on Campus Slide 49: Forum at Denton FB pageSlide 50/51: The Retreat at Lake Tamaha FB page Slide 58: The Retreat at Lake Tamaha FB page/The Cottages FB pageSlide 59/60: Villas on GuadalupeSlide 63: http://www.thecoveccu.com/students/Slide 64: The Retreat at Lake Tamaha FB page Slide 65: Forum at Denton Station FB pageSlide 68: The Retreat at Lake Tamaha FB pageSlide 69: Cottages at Baton Rouge FB pageSlide 70: The Cove Conway, SC FB page/Cottages at Baton Rouge FB pageSlide 71: The Retreat at Lake Tamaha FB pageSlide 78: www.undierun.comSlide 80: http://www.greystarstudentliving.com/greystar-green-initiative/Slide 81: The Quarters on CampusSlide 82: The Villas on Guadalupe FB page/The Retreat at Lake Tamaha FB pageSlide 83: The Villas on Guadalupe FB page

Photo Credits

Photo Credits