Marketing

The marketing department at Rental Housing Journal is dedicated to informing real estate and property management industry professionals about the latest trends, products & services and best practices in marketing. Features include articles and columns on customer service reviews, closing sales, sales management , apartment leasing best practices, apartment marketing, SEO, social media marketing, inbound marketing and more.

apartment marketing real estate sales
Wed
04
Mar
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Vendor Spotlight: NoAppFee.com - Portland Housing Counselor Creates ‘Matching Service’ for Renters and Landlords

Tyrone Poole stood in line, waiting for admittance to a Portland, Oregon homeless shelter. He looked around and wondered, “What in the world am I doing here?”

How he got there was a series of odd events. How he got out, and rebuilt his career, is a great American success story.

From Constructing to Firefighting

From his earliest days, Tyrone says, he was an energetic worker. His mom – an artist who created blueprints for a large building firm – helped him get a good construction job right out of high school.

“Soon I was making $17 an hour, much more than some of my friends who made minimum wage,” Tyrone says. “My next step was to train to be a mechanic, who made $20 an hour." 

“One of my friends had a relative who worked as a firefighter, and really loved it. He encouraged me to take the entrance tests. I got admitted to the fire academy. But, something terrible happened during my training.”

Tue
17
Feb
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21 Low Cost Renewal Concessions

What is your customer acquisition costs? What does it costs the property to obtain a new lease? There is advertising, overhead and staff time- all part of the expense for obtaining a new resident. Then there is the customer retention costs.

This article is about retention costs and the use of concessions. I am not suggesting auto-offering concessions as a standard business practice. They are just another tool in our tool box for use when appropriate. Before getting to concessions an assessment of “why” is appropriate. Why is there vacancy of X? Is your advertising and web presence in order? What is your showing-to-lease ratio? Is staff trained and up to date on tactics?

Concessions for a multifamily assets are not a given. Concessions are often a function of competitive factors from competitive properties in the same submarket as the subject asset.

Tue
16
Dec
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Secret Shopper: Creating A Sense Of Urgency

Available for a limited time! Only one of its kind! Offer expires at midnight! These and similar phrases are used to make people “spring boldly into action.” They conjure up images of people rushing into department stores and retail outlets to take advantage of incredible offers on quality merchandise, especially during the holiday season. The advertisers and merchandisers are trying to create a sense of urgency in the minds of their customers; which will motivate them to take immediate action. They are in the “sales” business and want the customer to immediately purchase a product and part with some of their money!

Mon
08
Dec
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Is Print Advertising Dead? The Evidence Says No!

Rumor has it in the marketing and advertising world that print advertisements are outdated and inefficient. The numbers, however, say otherwise. It’s time to squash this misinformation and get to the truth about the power of the print.

The younger generation doesn’t read print anymore...

False. Many like to claim that print advertising is incapable of reaching the younger generation, but research proves differently. While social media is an effective way to target the 18-30 year old demographic, it is not the only way.

Thu
13
Nov
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5 Ways to Ensure Your Marketing Video Will Suck

Tips from an Online Video Marketing Specialist

Online video marketing has become a staple, with 81 percent of companies producing video content for their websites and 69 percent producing it for social media, according to the 2014 Online Video Production Trends Report.

“There are loads of marketing videos on the web now, and some extremely effective,” says Jennifer Santoro, integrative marketing specialist and Chief Happiness Officer for InVidz Smart Video Technology, (http://InVidz.com). “But there are plenty that just don’t work.”

Santoro says she’s noticed common themes among the latter group. Based on those, here are her five ways to ensure your marketing video will suck.

Wed
15
Oct
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The 3 Major Sins of Sales Management: CEOs Must be Aware of How They’re Using Key People

It’s a simple fact of business: Without sales, no one else downstream can do their jobs, says veteran sales manager and business speaker Jack Daly. Because of how vital sales are to a company, CEOs frequently tend to misuse their best people, he says.

“There are three sins that minimize the sales management role, which ultimately holds the company back from achieving its growth,” says Daly, author of “Hyper Sales Growth,” (www.jackdaly.net).

“When they misallocate key players, small to medium-sized businesses tend to go into one of two directions. They either stay small to medium, or they go out of business. When you ask why, it most often comes down to a violation of one or more of these three sins of sales management. Having the right people in important spots is absolutely the secret to success.”

To ensure continued growth, Daly says the people at the top must avoid the following:

Tue
16
Sep
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23 Property Management Tips For Mastering E-mail

by Ernest F. Oriente, The Coach {Article #220…since 1995}

According to a recent survey by Matrix Information, three billion people around the globe have access to Internet-based services and E-mail. In addition, this report expects electronic commerce to grow from $3.2 trillion in 2013 to $6.2 trillion by the year 2015. Is your property management company ready for these exploding communication and marketing trends? Is your leasing team ready to handle the E-mail just sent by 15 new prospects relocating from Paris or Moscow? Read the tips in this article and learn how easy it is to master E-mail and profit from it…it’s just a few keystrokes away!

Tue
16
Sep
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Campus-Style WiFi systems: The Amenity for Today

Apartment residents have long held in high regard such amenities as a fitness center, a patio, a washer/dryer and a pool, but now of equal importance as those features is having high-speed community-wide Internet service.
Having high-speed community-wide Internet service is now among the most desired amenities according to a 2013 survey by the National Multi Housing Council. More than 70 percent of respondents said that it was important or very important.
Easy enough, right? Practically every restaurant and coffee shop you visit has wireless Internet service. Most libraries have it. Many college campuses do too. If the corner Starbucks (and mid-block Starbucks and other corner Starbucks) can pull this off, surely you can too. Is it as simple as expanding the WiFi you already have running in your business center or around the pool area?
It’s not.

Sat
16
Aug
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ASK THE SECRET SHOPPER: August 2014

Everyone knows you only get one chance to make a first impression. What you communicate from the curb, carries over into the office environment and beyond. Paying attention to professional office attire is important year round, but especially during the warmer summer months. When the weather is hot and everyone is trying to keep cool and comfortable, some employees may be presenting more than just their apartments! This can be a distraction to co-workers and residents, and disrupt the sales process. Here is a topic of concern based on the question below:

Thu
14
Aug
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The Five Ps for Your Social Media Marketing Success

5 Ps for Your Social Media Marketing Success
By: Jeremy Juhasz

Small businesses and nonprofits face a different set of circumstances when it comes to social media marketing than their larger for-profit counterparts, namely, smaller budgets, fewer employees and a greater priority on traditional forms of marketing.

For those charged with marketing, the biggest first step toward making social media an integral component of the plan may be convincing your organization. Despite widespread use of social networks for personal connections, the leadership of smaller organizations often questions its effectiveness as a marketing tool and whether they’ll see a return on their investment.

I’ve developed and implemented social media strategies for a variety of organizations -- for-profits, nonprofits, and individuals. For all of them, I’ve discovered, when it comes to social media, it’s important to remember the 5 P’s:

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