top 3 megatrends altering the multifamily · 2018-02-06 · cro best practices . what we’re...

Top 3 Megatrends Altering the Multifamily Marketer’s Mindset

Sponsored by

Steven OzbunPresident and Managing

Partner

LeaseLabs

Barrie NicholsVice President, Leasing

and Marketing

University Student Living

Meet The Experts

Maria FilipponeDirector of Marketing

Peak Campus

Today• Current State of Consumer Behavior• Current State of Marketing

Megatrend #1 – People Base Marketing• The 4 P’s and the 4 C’s of Marketing• How does this affect Student Housing Marketing Strategy?

Megatrend #2 – Intricate Customer Journeys• Journey through multiple devices and touchpoints• Cross-Device Optimization Techniques

Megatrend #3 – Bottom Line Analytics• Conversion-Rate-Optimization• Examples of CRO• CRO Best Practices

What We’re Talking About

Current State Of Consumer Behavior

Current State of Consumer BehaviorAverage Time Spent Per Day With Select Media By US Adults*BI Intelligence

Current State of Consumer Behavior

Global mobile penetration is projected to reach 70% of the total global population by 2022


125 Million U.S. consumers own smartphones

62% of smartphone users have made a purchase online using their mobile device in the last 6 months

80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices or find alternative store locations

Current State of Marketing & Technology

Current State of Marketing

Messenger Apps

Messenger Apps


Current State of MarketingMessenger Apps

Facebook is aiming to monetize it’s Messenger app of 8 billion active users with in-app advertising

and mini-apps


Messenger Ads Messenger Games


Influencer Marketing



On a global basis, influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022

Influencer Marketing for Student Housing


Influencer Marketing for Student Housing

Micro-Influencers | 50,000 Followers or Less


Megatrend #1People Based Marketing

People Based Marketing

4P’s• Product

• Price

• Place

• Promotion

4C’s• Choice

• Convenience

• Cross-Device

• Creative Storytelling


4P’sProduct

4C’sChoice


U.S. Student Housing Occupancy Rate*Multihousing News

People Based MarketingIncrease In Student Housingg Inventory *CoStar**NCES


4P’sPrice

4C’sConvenience


4P’sPlace

4C’sCross-Device


65% of consumer begin the path of purchase on a smartphone

61% of those continue on a PC/Laptop

4% continue on a tablet


4P’sPromotion

4C’sCreative Storytelling


64% of consumers cite shared values as the primary reason they have

a relationship with a brand - Harvard Business Review

On average, 5 to 7 brand impressions are necessary before

someone will remember your brand - Pam Moore

Tell A Story.

Become Memorable.


Megatrend #2Intricate Customer Journeys

Intricate Customer JourneysConsumer Behavior

Once upon a time, the online customer journey was undertaken on one device –the laptop.

Intricate Customer JourneysIntroduction

“It takes 7-13+ marketing and brand touch points to deliver a qualified lead to sales.”

– Salesforce

Intricate Customer JourneysSample Touchpoints• A physical connection, such as walking by your apartment as it’s being built

• Seeing an ad, either physical or digital

• Seeing your logo, maybe as a sponsor or on a brochure

• Seeing your social media posts

• Receiving your e-newsletter or other email marketing piece

• A phone call

Intricate Customer Journeys

What’s Next? Cross Device Attribution


How? Deterministic and Probabilistic Matching

Cross Device OptimizationDeterministic and Probabilistic Matching

Deterministic:

Uses a user’s personally identifiable information to create

a link between devices. If you use the same email address

to log in to both an app and a website on separate

devices, you can be tracked and targeted.


Cross Device OptimizationDeterministic Matching In Google Analytics


Cross Device OptimizationDeterministic and Probabilistic Matching

Probabilistic:

Uses the analysis of thousands of pieces of anonymous data points to create matches between devices.

Example: If a user logs onto the same wifi network at home every evening on their laptop, mobile and tablet – probabilistic matching can determine that these devices belong to the same person


Customer Journey Mapping Exercise


Property: Vue on Stadium Drive

Location: Fayetteville, AR

School: University of Arkansas

Analyzed Website Data:

1.1.17 – 12.31.17

All Goal CompletionsBroken Down By:-New Visitors

-Returning Visitors


Customer Journey

Mapping Exercise Channel Interactions



Top 5 Digital Touchpoints Before Converting


Customer Journey Mapping Exercise

Key Takeaway:

The majority of Vue’s website users are prequalified by the time they come

to the website. This can occur from previous online or offline marketing

touchpoints. So, Vues brand awareness campaigns are paying off.

Megatrend #3Bottom Line Analytics

Keep the Big Picture In Mind

“While changing button colors and text is important, the big picture is more important. If you are tweaking away at a crappy site, you will have a well tweaked crappy site. More or less, you will have a Titanic with chairs that are arranged nicely on it.

Focus on bigger tactics such as your website's user experience, your credibility, and your mobile tactics. Once your branding, message, and delivery is fine tuned, that's when you can "re-arrange your chairs.”

-Larry Kim | Founder, Wordstream

Bottom Line Analytics: CRO


Micro Conversions Macro Conversions

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Insert Peak Campus Google Analytics Behavior report


Insert LeaseLabs user testing videos of live website visitors

CRO Best Practices for Multifamily

FOMO: Fear Of Missing Out


CRO Best Practices for MultifamilyFOMO: Fear Of Missing Out1. Making exclusive offers2. Time limits3. Displaying limit on number of products left


Amazon – King of ecommerce FOMO

CRO Best Practices for multifamilyReputation Management & Social Proof


CRO Best Practices for multifamily

Reputation Management & Social Proof • Leverage other people and their social influence

to push users to achieve conversion goals. • Testimonials are very powerful and you can

decide to show them up in specific pages to push for easier and faster decisions.

• For even greater credibility, you can include real attributions, photos and video testimonials.




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Session/Speaker Survey

Steven [email protected]

Barrie Nicholsbnichols@themichaelsorg

.com

Contact Information

Maria Filipponemfilippone@peakcampus

.com

mailto:[email protected]



top 3 megatrends altering the multifamily · 2018-02-06 · cro best practices . what we’re...

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