Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015
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Apartment Marketing Gets Personal or Five Fearless Forecasts Dan McCarthy Partner / The McCarthy Group Principal / Gallarus Ventures, LLC
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Transcript of Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015
Apartment Marketing Gets PersonalorFive Fearless ForecastsDan McCarthyPartner / The McCarthy GroupPrincipal / Gallarus Ventures, LLC
“The Web has gone from search to social, and the next era will be personal.”
-- Tim Armstrong, CEO, AOL
IThe Context
The number of households in the U.S. is growing after an extended decline
Demographic trends that favor renting remain positive
Consumer expectations are uniform & high
• Instantaneous access to information• Research without contact• Response according to their desired
method• Relevance
Renter = Revenue
Lead = Expense
The most efficient marketing sources will REDUCE the EXPENSE associated with LEADS
To reduce the expense:• Increase the percentage of leads
that turn into renters• Reduce the post-acquisition costs
required to convert a lead to a renter
CONTENT IS HARD
The implementation of content strategies is challenging and expensive
Effective content is not intuitive to the marketing process
Key to Attention:•Social currency: Do I look good?•Triggers: Is it easy to remember?•Emotion: Do I care?•Public: Is it interesting & appropriate?•Practical: Is it useful?•Stories: Does it tell a story?
The primary justification of social has been content marketing influencing SEO
IIMacro Trends in Marketing
Data
Identity
Personalization
Social becomes integrated into the marketing process…because it is the fuel that drives the engine
Social technologies will become increasingly integrated into existing enterprise applications over the next 12-18 months. In addition to being a strategic component in virtually all customer engagement and marketing strategies, data from social applications will feed the product and service development process.”
--IDC
What constitutes Identity?
Identity consists of discrete, unique contact points
• Phone• Email• Address• Social Identity
RENTER
Leakage occurs at each step in the process.
The Identity Value Chain for PMCs
IDENTITY AS A STRATEGIC FOCUS
Leading marketers use identity to influence their marketing strategy
Marketers are realizing that acquiring Customer Identity is a critical facet of their marketing strategy
Identity increases marketing intelligence and efficiency
Examples:•Improve marketing segmentation•Increase customer conversion•Target content strategies
Discrete Identity-Marketing Examples
• Pre-approved offer for a new lease• Targeted ad, email, text, social
message• Time & geo-targeted content• Programmatic advertising• Referral & rent discount to people in
social network
SOME IDENTITY-DRIVEN PROJECTIONS
1. Leaders will commit to creating content strategies that encompass the entire marketing effort
2. Social will be the engine that drives personal3. Identity assets will fuel marketing efficiency4. The smart players will double down on
Identity5. Conversion metrics will evolve to value
Identity, from any source
Content is a key element of successful Identity Marketing
Multiple touch points to deliver content• email• phone• Social
Each instance of content interaction is an opportunity to increase your knowledge and to improve revenue
…if we have time…
WHAT ABOUT FACEBOOK?
Facebook has focused on shifting its product set from a social network to a marketing platform…with a consistent structure and clear call to action.
-- Matt Baker, Head of SMB Partnerships
Thank YouDan McCarthyPartner / The McCarthy GroupPrincipal / Gallarus Ventures, LLC
