Marketing & Advertising: The Venterra Way Training Summary & Take Aways
2013
At Venterra, we define Marketing as the process of communicating the value of living at a Venterra community (including the customer experience we provide and the apartment home) through multiple integrated channels and platforms to our customers both prospects and residents for the purpose of selling and reselling these offerings. It is a critical business function for attracting and retaining our customers.
Search Engine Optimization
Most important business listing!
Integrates with Google Maps & other third party applications
Complete, 100% accurate, include images, videos and categories & reviews
Shows ahead of organic SEO results
Expand website content
Share your collateral (PDFs, Graphics, Videos)
Optimize for keywords & phrases
Can you add to your pages by creating more content or updating your content?
Think of 4 things, not currently on your site that you customers could find useful or might be searching for. Tip: Do this every month!
Require Constant Attention
Build Community / Customer Experience Rather Than Outbound Marketing Message.
Be Sure to Reference the Social Media Policy
Engage influencers to help share your content.
Well, Yes.
2008 — Venterra enters uncharted (and scary) territory by responding to reviews on ApartmetRatings.com. 2009 —Venterra launches a Total Quality Make Ready process to define and measure the quality and readiness of our vacant apartments. Venterra launches WOW Matters focus and contest 2010 - Venterra launches portfolio-wide Customer Service training for all employees. Venterra launches Customer Service Scorecard Venterra launches Live it. Love it. Move In Guarantee. Venterra creates and distributes first WOW Matters booklet. 2012 — Venterra publishes its 2011 WOW Matters Book which is available on Amazon.com 2013 — Venterra is awarded Top Rated Award by ApartmentRatings.com at 98% of its properties Venterra launches unprecedented WOW Budget
Marketing & Advertising Effectiveness Relies on a Mix of Elements and Various Tools Operating in Sync for Best Results and to Achieve Our Business & Marketing Goals.
WEBSITE COPY & DESCRIPTIONS: What To Update: 1) Local Information 2) New Businesses in the Area 3) School District Changes 4) Make Sure Entitlements are Listed (Available 24/7, MIG, Top Rated, etc.)
CRAIGSLIST Posting Tips: 1) Don’t over-post or post on the same unit in the same day—over-posting can cause ghosting or flagging of ads. 2) Use appropriate tiles— example: Use floorplan size and square footage in titles.
Have Outdated or Unprofessional Photos? 1) Contact Marketing@venterraliving.com 2) Practice taking photos—use Instagram or other apps to add effects and filters. 3) Access property photos from the Marketing Intranet under Participate - Property Photos.
VIDEOS: What To Do? 1) No videos? Our photographer will make videos for each property 2) Outdated video tours? Create your own until the photographer visits your community! 3) Be sure to add Search Friendly titles and tags to your YouTube videos. 4) Share your videos with prospects!
UPDATING PRINT ADS AND BROCHURES: 1) Marketing will send proofs to you for review 2) Review your ads for accuracy, current information, and updated photos 3) Pay attention to deadlines—respond accordingly with any changes needed.
LEVEL ONE PRODUCT KNOWLEDGE: 1) Update regularly as changes occurs—property and neighborhood information. 2) Add “Top Rated” to Primary Competitive Advantage. 3) Remember: The PK is used as a script for Level One—Level One is your support; give them the tools and info needed to sell your property.
RATINGS & REVIEWS: 1) Remember reviews are renewable content. 2) For Google+, Yelp, & Bing Reviews - send your response to Marketing@venterraliving.com 3) For Facebook—Marketing will contact you if a review is posted.
MESSAGES: 1) Choose one avenue to send your message. 2) Relate 24/7—use for sending campaign messages or unique messages that apply to a handful of residents. 3) Resident Portal—use for sending emails that apply to all residents. 4) IRIO & Relate 24/7 Texting—use for short messages or reminders.
Remember: Everything We Do Starts With Content.
For Venterra, Advertising is outbound techniques and practices used to attract, acquire and engage customers for the purposes of engaging with our content and lead acquisition. While most of the larger management companies and REITS have giant advertising budgets, Venterra’s is considerably less. We invest time and resources into aspects such as SEO, ratings and reviews, brand recognition, referrals, Driveby, WOM, and providing and exceptional customer experience.
At Venterra, we separate advertising into 2 buckets.
At Venterra, we separate advertising into 2 buckets.
Different advertising sources are managed differently, whether it is paid, free, online or print.
Ad Contracts Spreadsheet Need to know where your property is being advertised? Visit the Ad Contracts Spreadsheet on the Check It Page of the Marketing Intranet.
What’s the difference between Paid Google and Free Google?
Ad position is determined by your Ad Rank in the auction. Your Ad Rank is a score that’s based on your bid and your Quality Score. With cost-per-click bidding, your bid is how much you’re willing to pay for a single click on your ad. Your Quality Score is a measurement of how relevant and useful your keyword, ad text, and landing page are to what a user is searching for. To improve your ad position, you can increase your bid or improve your Quality Score.
Paid Google Adwords search results
Organic “free” Google search results Google uses a trademarked algorithm called PageRank which assigns each Web page a relevancy score. A Web page’s PageRank depends on a number of factors, a few of which are:
The frequency and location of keywords with the Web page. This is why content is so important!
How long the Web page has existed.
The number of other Web pages that link to the page in question
Tracking is what tells us "How Did They Find Us?“ Measurement quantifies the results of our marketing and advertising efforts.
We give the majority of our outbound advertising a unique phone number. When a visitor is referred from one of those traffic sources, a unique phone number will appear on the landing page, allowing us to track conversion rates for phone calls.
When you call Level One to test the phone #, ask the Level One Agent to “Please disregard this Guest Card that is showing up and tell me what the advertising source is”. This will clear the “Caller ID” associated with your phone #.
• Level One only gives out info that is found on your PK so it is important to make sure your PK content is updated. •
Level One only gives out price ranges– not specific pricing.
Those Level One calls are then fed to Encasa every 20 minutes. There we are able to see which calls convert to leases.
Use the Level One #s on the Marketing Source Performance Summary Report to measure results