8 Steps to Optimize the Retail Store with Behavior Analytics
How to Use Social Media Analytics to Optimize Your Marketing Programs by Michael Huereque
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Transcript of How to Use Social Media Analytics to Optimize Your Marketing Programs by Michael Huereque
Year Built: 2005Units: 369Beds: 1,218Type: StudentClass: ALocation: Atlanta, GANeighborhood: Midtown, USA
CASE STUDY 1: WESTMAR LOFTS
Foreclosed by previous ownership in 2009Occupancy upon going under contract: 57%Pre-lease occupancy upon closing: 30%
Reports of: Drug dealing (residents, management, and security included)RobberiesAssaultsOne shootingProstitutionAtlanta Police Dept’s weekly debriefing meeting agenda
CHALLENGES
BEFORE
AFTER
Research our market and redefine our demographicOptimize social media campaignsActivate PPCReinforce our digital messaging with on site events, giveaways, and lifestyle branding
Today:Occupancy: 93%Facebook Likes: 5,066Twitter Followers: 9,145Sessions Traffic 12/01/15 - 01/12/16: 15,981
SOLUTION
BEFORE AFTER
Year Built: 1925Units: 406Beds: 657Type: StudentClass: ALocation: St. Louis, MissouriNeighborhood: Midtown - SLU
CASE STUDY 2: CORONADO PLACE & TOWERS
Research our market Identify user baseOptimize social media campaignsActivate PPCReinforce our digital messaging with on site events and lifestyle branding
SOLUTION
RESEARCH THE MARKET
Competitive PPC graph
Top Competitor: The Standard
← Organic Keywords
SEM Campaigns →
Identify your demographic
Facebook Event Page 1,038 RSVPs 40,000 impressions 2,600 unique viewers
Duration: 5 weeksAttendance: 1,800
Press: The University News Online
RESULTS
WATCH VIDEO
Year Built: 2013Assumed Management: 2014Beds: 977Type: StudentClass: ALocation: Tucson, AZ
Combined occupancy: 85.2%Monthly rental revenue: $780,737
CASE STUDY 3: SOL Y LUNA
Sold: November 2015
Combined occupancy: 99%Monthly rental revenue: $911,21417% Increase in rental revenueSold at: $143M
RESULTS
WATCH VIDEO
Preparation is Key
Listen for Life Events: new baby - new job - moving - graduating
Pet Friendly
Near public transportation
Coffee shop nearby
wants all three
Performs extensive research, possibly from necessity.
Wants Consolidated information
Interested in the bigger picture
Walk Score
Willing to visit several locations
RENTER A RENTER B
RENTER APPC
Retargeting
RENTER B
ILS
Pay Per Lease
THE PPC FORMULA
Starting Budget = Base Rate +- Standard Unit Count Variance +- Occupancy Percentage
