hy.ly suite: marketing automation for multifamily
TRANSCRIPT
2016-03-011
Outline
• MarketingAutomationforMultifamily.Why?
• Hy.lyMultifamilyMarketingSuite
• Questions
2016-03-012
Agent-drivenFunnel
2016-03-013
MarketingAutomation-DrivenFunnel
2016-03-014
Hy.lyEmail:NurturingatScale
2016-03-015
AutomationExample:Welcome
2016-03-016
Day1: Day3: Day5:
AutomationExample:TourScheduling
2016-03-017
JustScheduled: NightBeforeTour:
AutomationExample:ProspectAnniversary
2016-03-018
Anniversary– 60days: Anniversary– 10days:Anniversary– 30days:
Hy.lyForms:ConversionGateways
2016-03-019
Hy.lyAnalytics:ContinuousImprovement
2016-03-0110
MarketingAutomation-DrivenFunnel
2016-03-0111
Agent-drivenFunnel
2016-03-0112
2016-03-0113
Agent-DrivenFunnel Automation-DrivenFunnel
Time wastedonroutinetasks Routinetasksareautomated
Agentsarespreadtoothin Agentsfocuson1-on-1relationships
Agentsdon’thavetimetogather360degreeviewofprospect.
Intelligent actionstriggeredbyuser’sbehavioraldatafromCRM+EmailBehavior+WebsiteBehavior+TourBehavior
Inconsistent Performance ConsistentPerformanceacrossagentsandacrossproperties
Individual stylesprohibitBestPractices AutomationpromotesBestPractices
BottomLine:Inefficient, Inconsistent,NotScalable BottomLine: Nurturing& ConversionatScale
Outline
• MarketingAutomationforMultifamily.Why?
• Hy.lyMultifamilyMarketingSuite
• Questions
2016-03-0114
Hy.lyMultifamilyMarketingSuite
Hy.lySiteMarketingEssentials
Hy.lyGuestCard Hy.lyTourScheduler Hy.lyEmailMarketingAutomation
Hy.lyAnalyticsMarketingAnalytics
2016-03-0115
Hy.lyCRM
Hy.lyMultifamilyMarketingSuite
Hy.lySiteMarketingEssentials
Hy.lyGuestCard Hy.lyTourScheduler Hy.lyEmailMarketingAutomation
Hy.lyAnalyticsMarketingAnalytics
2016-03-0116
Hy.lyCRM
Demo:AveryRowScheduler
2016-03-0117
Hy.lyTourScheduler:Why?
1.Improved Experience
2.SaveCosts
3.Drive MoreTours
Prospects wantto• Self-schedule• ScheduleImmediately(notwaitfor
officetobeopen)• Scheduleontheirphone
Savings:• Foreachcommunity,4calls/day,
10minutespercall,$15/houragentcosts,yousave$300/month.
CostofScheduler:• $79/monthto$20/month
Atleast15% to30%ofcallshappenoutsideofficehours.
Inaddition,manycallscomeinwhenagentsarealreadytouringtheproperty.
Yougetallthosemissedtours.
2016-03-0118
“NoFrustration”ProspectExperience
2016-03-0119
ScheduleAnytime,Anywhere
2016-03-0120
Keep’em Engaged.AvoidNoShows.
2016-03-0121
LeasingAgentsShareaMasterCalendar
2016-03-0122
LeasingAgentsareinControloftheTourSlots
2016-03-0123
Hy.lyMultifamilyMarketingSuite
Hy.lySiteMarketingEssentials
Hy.lyGuestCard Hy.lyTourScheduler Hy.lyEmailMarketingAutomation
Hy.lyAnalyticsMarketingAnalytics
2016-03-0124
Hy.lyCRM
Demo:
3333Wisconsin:CelebrateEveryMoment
Esplanade:OwnEveryMoment
NewVillage:TimetogetYappy
2016-03-0125
Templates:CustomizedforMultifamily
• Templatestoinform,convinceandconvertleadstoleases
• Templatesarepredefinedtobemobile-first
• Templatescoverallcommoncommunicationscenarios• Welcomeandinformnewprospects• Engageandinviteprospectstotoursandevents• Sendspecialoffersforfloorplans,discountsandreferrals
2016-03-0126
“WelcomeDrip”Templates
2016-03-0127
EngagementTemplates
2016-03-0128
OfferTemplates
2016-03-0129
EasyEmailEditor
2016-03-0130
SimplePowerfulReporting
2016-03-0131
Hy.lyMultifamilyMarketingSuite
Hy.lySiteMarketingEssentials
Hy.lyGuestCard Hy.lyTourScheduler Hy.lyEmailMarketingAutomation
Hy.lyAnalyticsMarketingAnalytics
2016-03-0132
Hy.lyCRM
BigDatatransformsMultifamilyOperations
• AtSeniorLevels,MultifamilyManagementisdrivenbyNumbers• NOI,ROI,OccupancyRatios
• Surprisinglyanecdotalattheleasingstafflevel• Whosendsmoreleads?Apartments.comorZillow?• Whosendsmoreleases?• WhatistheCost/LeadforApartments.comvsZillow?• WhatistheCost/Lease?
• Transformfromtoptobottom• COO• RegionalManagers• PropertyManagers• MarketingTeam
33 2016-03-01
Hyly Analytics:Architecture
34
DataStore
Property#1Property#2
…Property#N
Dashboards
Explorers
Budget– Projected&Actuals
SiteVisits(GoogleAnalytics)
Contacts>Emails>Tours
LeaseManagementSystem
ResidentManagementSystem
Custom
1.SourceData 2.Store&Summarize 3.Analyze
2016-03-01
SeniorManagement(COO)
• Improveoperationsusingharddata
• Getyourorganizationonthesamepagebyusingthesamemetricsfromtoptobottom.
• ImprovebudgetingusingROIAnalyzer
35
Sample Metrics
CostperLeaseby ILS
CostperLeaseby AdChannel
CostperLeasefor BrandingEfforts
CompareLeasingMetricsacrossRegions
2016-03-01
ROIAnalyzer
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RegionalManager
• Guideeachpropertytobetterperformancebyestablishinguniversalmetricsacrossallproperties.
• Createfriendlycompetitionamongstpropertiestomatchandimproveconversionratios.
• Shareandestablishbestpracticesineachpropertytoimproveperformance.
37
Sample Metrics
Lead-to-ToursRatio
Tours-to-LeaseRatio
Averagetime fromLeadtoLease
CompareLeasingMetricsacrossProperties
2016-03-01
RegionalManager
2016-03-0138
PropertyManagers
• CreatereportsforPropertyOwnersthattrendleadsacquired,toursexecutedandleasessigned.
• WatchthesamemetricsthattheCOOandRegionalManagersarewatching.
• Improvepracticesacrosstheleasingstafftoimprovetheuniversalmetricsfortheproperty.
39
Sample Metrics
Lead Trends
LeasingTrends
TopLead andLeaseSources
ComparewithRegional Benchmarks
2016-03-01
PropertyManager
2016-03-0140
MarketingManagers
• Analyzethewebsitevisitorstoleasefunnel• WebsiteUsers• ContactsSubmitted• EmailsOpened• ToursScheduled• LeasesSigned
• DevelopConversionBenchmarksforeachproperty
• ImproveMarketingBestPracticestoapplytoeachproperty
41
Sample Metrics
Website VisitorTrends
ContactsSubmitted
Emails Sent,Opened&Unsubscribed
ToursScheduled
2016-03-01
MarketingManager
2016-03-0142
Questions?
Hy.lySiteMarketingEssentials
Hy.lyGuestCard Hy.lyTourScheduler Hy.lyEmailMarketingAutomation
Hy.lyAnalyticsMarketingAnalytics
2016-03-0143
Hy.lyCRM