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26
Oct 18

Digital Marketing Strategies for More Qualified Leads

Posted by: Entrata | Category: Marketing,Summit

The days of love-at-first-sight apartment conversions are dwindling, particularly in the digital space.

With various options in a hyper-competitive market, prospective renters have become more selective than ever when deciding on a home. In fact, the average renter peruses at least five lead sources when searching for their next home.

Those lead-source sites can vary from a community website, Internet Listing Service, social media, review sites and several others. Essentially, the renter is on a journey when selecting a home.

Marketing teams that track that unique journey can glean a competitive advantage by utilizing the data to attract more prospects. The problem is, many teams credit a conversion to the first or last site visited by the prospect. When a prospect visits several lead sources, the first or last touch point is only part of the story.

That’s why multi-source attribution platforms are becoming more relevant in today’s multifamily landscape. Many consider it a necessity. This platform takes into account every lead source visited by a prospect and assigns credit on a weighted basis. The benefits of multi-source attribution include: continue

10
Oct 18

Multi-Industry Executive Guber Enlightens Summit Audience

Posted by: Entrata | Category: Marketing,Summit

Whether it’s the entertainment industry, professional sports or rental housing, you shouldn’t strive to attract customers. You should aim to speak to your audience.

That’s according to multi-industry executive, entrepreneur and author Peter Guber, who delivered an impassioned keynote speech at the 2018 Entrata Summit in Park City, Utah. According to Guber, using words like “customers” and “employees” sound transactional and cold. An audience is engaged and ready to absorb your message.

“Audiences expect experiences and you have to delight them,” Guber said. “You have to demonstrate that they have a stake in what’s happening.”

Guber might be on to something. The CEO of Mandalay Entertainment Group is also the executive chairman of the Golden State Warriors and co-owner of the Los Angeles Dodgers and Los Angeles FC of Major League Soccer. He’s the former chairman and chief executive officer of Sony Pictures. That resume indicates that he’s catered to several different types of audiences throughout his career. continue

5
Oct 18

Marketing Smarter, Not Harder

Posted by: Entrata | Category: Marketing,Summit

Marketers inherently work smarter today. They have to, thanks to the information age. But they’re also working harder than ever to keep up with a vast array of marketing channels and highly demanding prospects and residents.

Today’s multifamily marketers can adequately measure the effectiveness of their campaigns, reach millions of prospective residents with the tap of a finger, and target their advertising to exactly the right audience. For all the benefits these digital marketing tools have created for the marketing discipline, there is one challenge that’s becoming a never-ending battle — there aren’t enough hours in the day to manage every marketing channel and meet resident and prospect needs.

To avoid working non-stop 24/7 or managing massive teams that can cover the tasks 24/7, today’s multifamily marketers are turning to technology and outsourced services to help them work smarter, not harder. Call centers, chatbots, marketing automation and lead management tools are empowering marketers to be more effective and more efficient. continue

3
Oct 18

Omar Johnson Dazzles, Inspires in Entrata Summit 2018 Keynote Session

Posted by: Entrata | Category: Marketing,Summit

His creative methods helped morph Beats by Dre headphones into a $1.1 billion company. He helped spearhead a viral social media campaign for the movie Straight Outta Compton that had much of the nation creating personalized memes inspired by the film.

And on Sept. 12, Omar Johnson enlightened Entrata Summit 2018 attendees with insights that could improve multifamily marketing in a keynote session in Park City, Utah. The marketing executive, who also utilized his outside-the-box approach to serve as a boon to the product development of Coca-Cola, Nike, Kraft Foods and others, shared how Beats became an international phenomenon and encouraged apartment professionals to dedicate increased focus on the emotional cravings of their residents and prospects. continue

2
Aug 18

What Does Marketing Data Say About Online Conversion?

Posted by: Entrata | Category: Marketing,Technology

Data_FBWhen marketing teams peruse their data, their eyes usually drift toward two primary metrics – leads and leases. The data surrounding those numbers often gets overlooked.

That’s a mistake, much like viewing only the scoring and rebounding averages of a basketball player, when several other metrics such as shooting percentage, assists, steals, blocked shots and player efficiency rating provide a deeper analysis of the athlete’s acumen.

While the quantity of leads and leases are clearly important metrics, marketing teams should also be peering closely at conversion rates, volume of impressions on various channels and prospect data, such as location, demographics and psychographic of those potentially considering the property.

Here are a few deeper metrics that can provide a clearer picture of how effectively your marketing efforts are working and lead to more informed choices with your channels: continue

3
Jul 18

Prominence of Google My Business Driving Marketing Teams to Alter Strategy

Posted by: Entrata | Category: Marketing,Newsletters

The Google shift is well undshutterstock_372539605erway and multifamily marketing teams are taking note.

Previously, marketing teams dedicated vast resources to achieve organic rankings on the first page of Google. But widespread recent data has provided firm proof that organic rankings are no longer the only major player on Google. In fact, 63 percent of Google clicks are happening away from organic (blue link) listings.

That’s because Google My Business – which includes Google Maps, Knowledge Panel, Google Apps and Mobile Search – is now driving a significant amount of website traffic and producing high-quality conversions. Recently, Google has changed its algorithm to give its users unique results based on their search history, enhancing the clout of these free listings.

That means marketing teams that are solely focused on generating website traffic through organic listings are missing out on a substantial slice of online activity. With Google’s shift to more localized results, it’s plausible that Internet Listing Services will eventually become obsolete because Google My Business experiences will provide a prospect with a more robust experience.

With that in mind, here are a few ways marketing teams can bolster the presence of their communities on Google My Business: continue

29
Jun 18

Multi-Source Attribution Paints Clearer Picture For Marketing Teams

Posted by: Entrata | Category: Leasing,Marketing,Newsletters

01_DMS_Prospective Renter Journey01_DMS_Prospective Renter JourneyThe days of love-at-first-sight apartment conversions are dwindling, particularly in the digital space.

With various options in a hyper-competitive market, prospective renters have become more selective than ever when deciding on a home. In fact, the average renter peruses at least five lead sources when searching for their next home.

Those lead-source sites can vary from a community website, Internet Listing Service, social media, review sites and several others. Essentially, the renter is genuinely on a journey when selecting a home.

Marketing teams that can track that unique journey glean a competitive advantage by utilizing the data to attract more prospects. The problem is, many teams credit a conversion to the first or last site visited by the prospect. When a prospect peruses several lead sources, the first or last touch point is only part of the story. continue

11
Jun 18

ProspectPortal: Upgrades Available

Posted by: Entrata | Category: Marketing,Newsletters

In a recent audit, we noticed that our ProspectPortal clients are quite attached to their website templates. Most of you are happily using design themes created before 2016. And while we’re gratified that these websites are working so comfortably for you, we think it’s time to shake things up.

Why disrupt something that seems to be working just fine? Because your website could be doing even more! Premium templates utilizing Entrata’s Multi-Contact button are engaging visitors better. On average, visitors using it view 107 percent more pages and spend 261 percent more time on those sites.

So take a quick look at your ProspectPortal websites. Make sure your design theme is designated “Premium.” It doesn’t cost extra, it’s just extra functional. And if you haven’t already, activate the multi-contact button.  That’s it, you’re done!

If you’re using one of our classic templates, don’t worry. Upgrading is a cinch and can be done in as little as a day. Contact your CSM if you’d like a hand.

8
May 18

Data Driven Marketing Decisions

Posted by: Entrata | Category: Marketing,Newsletters

Measuring the success of marketing strategies is essential to making informed choices. This data can provide a perspective that allows you to go beyond reacting to each twist and turn of the market. In fact, once you’ve got a solid grasp of key metrics, you’ll notice that you can identify and anticipate trends more quickly, actually speeding up your response times when a change in marketing strategy is warranted.

But time and resources are limited. Marketers face huge challenges just finding the bandwidth to track and monitor all the relevant data, to say nothing of making the appropriate course corrections in a timely manner. When you’re stretched thin, it’s more important than ever to prioritize and focus on the metrics that have the most impact. continue

4
May 18

Renovate Your Websites

Posted by: Entrata | Category: Marketing,Technology

1080x1080 copy@3x-100Apartment communities spend a lot of time and energy providing a positive living experience for residents and developing a strong curb appeal at their properties. And while focusing on these areas is an important aspect of successfully managing a property, it unfortunately means that attention to digital curb appeal often takes a backseat.

Ensuring that a visit to your website offers the same brand experience as a visit to your community is a step in the right direction, but it’s only half the battle. In addition to looking nice, your property website needs to function. This means that your property website not only does everything your residents want it to do, but that it’s set up to make life easier for you by connecting workflows and positively impacting your bottom line. continue