LOW$TO$NO$COST$ MARKETING& OUTREACH$€¦ · 5/14/14 1 LOW$TO$NO$COST$ MARKETING& OUTREACH$ ELAINE...
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5/14/14 1 LOW TO NO COST MARKETING & OUTREACH ELAINE SIMPSON, COS, SRES Been in the business since 1986 Reposition strategist & facilitator of troubled assets Speaker, Trainer and Consultant Leased, managed, marketed, and developed multi family, senior, affordable & market rate communities Certified Occupancy Specialist, Senior Real Estate Specialist, Licensed Real Estate Broker and NAAEI Faculty Member MARKETING ON THE SKINNY
Transcript of LOW$TO$NO$COST$ MARKETING& OUTREACH$€¦ · 5/14/14 1 LOW$TO$NO$COST$ MARKETING& OUTREACH$ ELAINE...
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LOW TO NO COST MARKETING & OUTREACH
ELAINE SIMPSON, COS, SRES v Been in the business since 1986 v Reposition strategist & facilitator of
troubled assets v Speaker, Trainer and Consultant v Leased, managed, marketed, and
developed multi family, senior, affordable & market rate communities
v Certified Occupancy Specialist, Senior Real Estate Specialist, Licensed Real Estate Broker and NAAEI Faculty Member
MARKETING ON THE SKINNY
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RESIDENT REFERRALS
INTERNET PRESENCE
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41% 62%
86% -‐ 43% smart phone
HOUSEHOLDS WITH < $30,000
MODERATE & LOWER INCOME FAMILIES GAIN INTERNET ACCESS
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SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA LINKED IN
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OTHER MARKETING IDEAS
OTHER IDEAS
OUTREACH MARKETING VS COLD CALL
OUTREACH MKTG COLD CALL
Relationship Building Sales
Partners Customer
Long Term and Nurturing Usually brief encounter(s)
Work as a team Purchase from the sales team
Win/ Win/Win Salesperson wins
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WHY DO WE DO OUTREACH MARKETING?
Target Referral Market
AND…
ONE SIZE DOES NOT FIT ALL
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KEYS TO SUCCESSFUL OUTREACH
PLAN YOUR WORK AND WORK YOUR PLAN!
CREATING YOUR OUTREACH PLAN
4 IMPORTANT TIPS FOR SUCCESSFUL OUTREACH
1. It takes Ame, be consistent and think long term 2. Research 3. Do not cold call 4. Follow up and follow thru
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THE PREP
1. IdenAfy Target
2. Research Agency/company
3. Go in with a plan and a goal
4. Know who makes the referral
5. How will you make iniAal contact 6. Be prepared to sell your community’s specific
benefits
THE PREP CONT.
7. Use tent cards and Aps cards. Limit use of brochures
8. Use promoAonal items (bought and made by you)
9. Bring candy or food 10. Have examples of successes in relaAonship
building 11. Have calendar available to schedule follow up
meeAngs
FLYER “MUST HAVES”
ü Name of the Community ü Create a WIIFM ü Theme ü InformaAve ü Photos and/or Floor Plans ü Call to AcAon ü Coupon with ExpiraAon date
ü Date ü Equal Housing Logo or Verbiage ü Accessibility Logo ü Website address ü Email address ü Phone number ü TTY Phone number ü Address
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FLYER
5 TYPES OF OUTREACH
¨ Blitzing ¨ Agency/Non-Profit ¨ Merchant Referrals ¨ Corporate/Business ¨ Community Involvement
BLITZING
Takes a minute or two to complete
Brief greeAng to give out tent cards or flyers
20 – 30 per hour
Target any place where people wait
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AGENCY AND NON-‐PROFIT
v It is not a race! Nurture the long term relationships
v Be sincere in wanting to help people v Know the mission and look for synergies v Find out about their needs, challenges and goals
as an organization
AGENCY AND NON-‐PROFIT
v Offer to host events in exchange for a 10 minute commercial and tours
v Offer to link to and from their websites
v Offer to include their information in your
move in packets and/or create an area in your office to house their flyers and brochures
MERCHANT REFERRALS
¨ Target privately owned, newly remodeled or new businesses
¨ Create a “Win-‐Win” with the owner
¨ Create and stock flyers
¨ Offer reciprocal websites
¨ Put their informaAon in move in packets
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CORPORATE OR SMALL/MEDIUM SIZE BUSINESSES v Takes more Ame than a blitzing call v Can be an excellent source over Ame v Use PresentaAon Book v Two Approaches
Send lejer of introducAon and then call Or, visit in person to set an appointment
v Offer reciprocal websites
PREFERRED EMPLOYER PROGRAM
This program idenAfies the most common employers of your residents and targets the employees for addiAonal benefits such as
¤ $100 one Ame rent discount at move in ¤ $50 reducAon in security deposit ¤ $25 reducAon in applicaAon fee
COMMUNITY INVOLVEMENT
Open up your community for events both for residents and the public ¤ Pet Adop;on ¤ Health Fair ¤ Yard Sale ¤ Financial Literacy Classes
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THANK YOU FOR YOUR TIME!
