Content marketing is on the rise and relevant and timely content needs to be an integral part of your marketing strategy. 90% of marketers are already doing this but not all have realised the extent of content marketing or how to harness it to its full potential. Though 60% of B2B marketers plan to spend more on content marketing, only 26% of those surveyed are actually doing it. With the rise of startups catering to the easy creation of content, this may create a shift in how marketers approach this area.
In 2011, Google’s Panda update attempted to separate the good content from the bad so those creating high quality content are beginning to see improved site rankings. Another reason content will play a greater role in marketing. This infographic by BlueGlass goes into more detail. It’s interesting to see the variety of tactics and what rates highly for B2B marketers. Traditional marketing is further down the list than expected whereas eBooks are on the rise.
Does this reflect what you are doing in your company?Read More
Resident communication is not just about problem solving maintenance issues or making sure your tenants know about the pool opening in May. The idea of Resident Communication is about building value in the service you provide, highlighting amenities and building a bond with your residents that will increase lease renewal rates and yield higher profits.
Marketing costs per unit are stabilizing around $170, but turnover costs continue to rise according to MyNewPlace. If you include lost rents, paint and carpet, commissions and marketing costs, the cost to turn over a $947 per month apartment can be more than $4,000. Try this tool provided to calculate your possible turnover costs. – Apartment Turnover Cost Calculator. Are they similar?
Doug Miller, President of SatisFacts, says “Real simply, if you cannot communicate, you cannot provide service. When resident satisfaction goes up, renewals go with it, and turnover down, and we find clients improving their turnover rate up to 17 percent against the national average when they take these kinds of results and commit to a culture of responsiveness.”
So, what works? What should you communicate, when and how? – print, photos and videos, editorials, reviews, coupons, prior to lease renewals? What tools should you use? Facebook, YouTube, Twitter, Email, Newsletters and Texting to communicate.
Over the next few months I will be writing a series of articles that outline effective techniques from within our industry and other industries. We’ll identify ones that trigger actual positive responses, build your brand, create social activity, assist in leasing and re-leasing and impact your bottom line profitability.
Of course, you can always be like Pearl, the Landlord. ; )