2023 Marketing Guide
Assets Services Multifamily Capabilities
COMPANION GUIDE MARKETING 2023
INTRODUCTION
INTRODUCTION HELLO! Welcome to the 2023 edition of the Marketing Companion Guide. We continue to grow and refine the Guide to be a resource and a strategic tool for you and your assets. There are a few new partnerships that have been added this year, some that have been removed, along with updated service offerings from other vendor partners. Each of these services continue to add best in practice marketing resources. Please reach out to your regional marketing team members for any assistance in planning your marketing strategies, budgets, advertising sources and custom marketing tools. Enjoy this year’s guide.
SETH KAPLEN Senior Director, National Property Marketing
REGIONAL PROPERTY MARKETING TEAM
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INTRODUCTION
REGIONAL | PROPERTY MARKETING TEAM CONTACT LIST
SAMANTHA HOURIHAN WEST REGION +1 206 215 9711 samantha.hourihan@cushwake.com
JUSTIN GODWIN EAST REGION +1 202 796 0390 justin.godwin@cushwake.com
ALLY SCHWABE PACIFIC NORTHWEST +1 480 499 0658 ally.schwabe@cushwake.com
LEANN FREEMAN SOUTHWEST +1 949 536 8328 leann.freeman@cushwake.com
BRYAN MAYBERRY Regional Marketing Director, SFR +1 214 891 9108 bryan.mayberry@cushwake.com
MUFFY MASCIO SOUTH CENTRAL +1 214 891 7898 maryfrances.masico@cushwake.com
EMILY MOHOLICK MOUNTAIN +1 702 920 3016 emily.moholick@cushwake.com
LINDSEY BERNHARDT MIDWEST +1 720 279 8059 lindsey.bernhardt@cushwake.com
HEATHER GOTTLIEB SOUTHEAST +1 407 949 0877 heather.gottlieb@cushwake.com
HEATHER WHITE NORTHEAST +1 202 471 3609 heather.white@cushwake.com
CONTENTS TABLE
CONTENTS
MEDIA CHANNEL GUIDE Marketing Recommendations Marketing Strategy Structure
CRAIGSLIST POSTING TOOLS | VIDEOS & PHOTOS PostEngine (formerly Rooof) 30 LCP Media 31 RealPage 32
8 9
INTERNET LISTING SERVICES (ILS) Apartment List
11
WEBSITE CHATBOTS BetterBot
The Apartments.com
12 13 14 15
Rent . Zillow
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MARKETING MATERIALS & PROMOTIONAL ITEMS & SIGNS Benson: C&W Marketing Store
Zumper
36 37
SOCIAL MEDIA & REPUTATION ApartmentRatings.com
Benson Signs
17 18 19
Opiniion
VENDOR PRICING
38
Yelp
RentRep .
20
SoCi
21
SEM & SEO ApartmentSEO Premier Marketing
23 24 26 27 28
Reach Local RentSearch
Street Digital Media
MEDIA CHANNEL GUIDE
MARKETING RECOMMENDATIONS
LEASE-UP
STABILIZED (TAKEOVER) When transitioning the takeover of a stabilized asset, a digital audit should be conducted by your Regional Marketing Director. This audit will ensure the property brand is positioned highly in the digital space. Additionally, it will confirm the brand’s reputation and perception in the marketplace. This data will aid in enhancing the brand’s recognition and position with the target consumer, and it will greatly support a strong leasing velocity. Your Regional Marketing Director can conduct your digital audit as well as review all existing marketing assets provide recommendations for your media schedule and marketing budget. Lease-up communities are new product offerings in the marketplace. As such, they require a unique marketing position in introducing the brand to consumers. This position covers digital, social media and outreach marketing. The initial media channels and services provided by each may be reduced after pre-leasing. Marketing services may be reduced to bring the marketing spend to stabilization. Work closely with your Regional Marketing Director in developing your media schedule, marketing budget and lease up marketing strategy.
Yelp, Property Website and Portal, Directory Listings Placement, Facebook, SOCi or Rent. Rep, Instagram, Google Certified Photography and Virtual Tour, Benson Acquisitions Kit, Apartment Ratings Manager Center, Opiniion
MANDATORY
HIGHLY RECOMMENDED
SEO & PPC campaign, two to three ILS Sources, Property Video, Blog
Yelp, Property Website and Portal, Directory Listing Placement, Facebook, SOCi or Rent. Rep, Google Certified Photography and Virtual Tour, Benson Acquisitions Kit, Apartment Ratings Manager Center, Opiniion
MANDATORY
HIGHLY RECOMMENDED
SEO & PPC campaign, at least two ILS sources
RECOMMENDED
Property Video
STABILIZED (REPOSITIONING) At times, you may transition a stabilized asset where an Owner’s goals are to reposition the property. This means the Owner would like to consider a different direction in positioning the brand. Part of this effort may result in a renaming of the property, along with a new logo and brand identity elements (marketing collateral). In some cases, the logo, property name and brand identity items may stay in place. In either case, please work with your Regional Marketing Director in coordinating the development of your marketing collateral and or brand messaging strategy. Additionally, your Regional Marketing Director may also deploy a digital audit to understand the current placement of the brand in order to make recommendations for repositioning.
HIGHLY RECOMMENDED
SEO & SEM campaign, at least two ILS sources, Google Certified Photography
Property Website and Portal, Directory Listing Placement, Facebook, SOCi or Rent.Rep, Google Certified Photography and Virtual Tour,, Yelp, Apartment Ratings Manager Center, Opiniion
MANDATORY
RECOMMENDED
Property Video
MARKETING STRATEGY STRUCTURE
Much like a healthy diet, a healthy marketing strategy contains a mix of essential media channels. These channels strategically support the acquisition of new prospects and retention of residents. The strategic mix creates an interplay of a robust digital and social media strategy, supported by a strong brand experience. 1 DIGITAL ADVERTISING Digital advertising to millions of consumers (ex: ILS, PPC, Retargeting, etc.)
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SEO Supports your brand domination in the digital space
DIRECTORY LISTINGS Ensures consumers can find you locally
SOCIAL MEDIA Demonstrates your brand and community experience
REPUTATION MANAGEMENT Know what people are saying about your brand and manage your brand’s perception
INTERNET LISTING SERVICES
INTERNET LISTING SERVICES (ILS)
For more information, please visit ApartmentList.com
Performance-based pricing is what sets Apartment List apart from other ILSs. Using a pay-per-lease model, properties only pay when an Apartment List lead converts into a lease.
How it Works: • FOUNDED ON INNOVATION. Through machine learning and a unique quiz, we analyze 35+ different qualities to better qualify potential renters. • SET IT AND FORGET IT. Seamless integration with your property management system allows us to provide real time pricing and availability, ensuring renters have all the information they need at their fingertips. • EXPOSURE…MULTIPLIED. We make sure your properties show up in all the right places. What’s New? LEA LITE: This free service is designed to decrease lead volume, free up time for leasing teams, and improve conversion! Our AI tool and Apartment list team further qualify renters who express interest that do not yet require any assistance from the on-site team. Once we determine the renter is ready to move, we pass the renter to your team. Renters who request a tour or call will continue to go directly to the leasing team. To enroll, just provide your property name and location.
Need More Exposure? • LIFT : Just like every renter is different, every community is different and has diverse needs for leases at any given point in time. Whether it’s a lease up, an ultra competitive market, or you have hard to-lease units, LIFT allows you to personalize your exposure and traffic on Apartment List with increased impressions. LIFT improves your exposure giving increased impressions to properties that need it most. Ask your sales contact for pricing.
CONTACT: HAILEY RICE P: +1 204 480 5661 E: hailey@apartmentlist.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
INTERNET LISTING SERVICES (ILS)
100+ Million Monthly Visits. Reach over 20 million visitors per month on Apartments.com PLUS millions more on the 12-site Apartments.com Network. Our national marketing campaign reaches 95% of U.S. renter households across TV, video-on-demand, Reach Every Renter streaming, audio, display ads, social media, paid search, and podcasts to drive more renters to your listings. ® ® Reach Every Renter Reach Every Renter ® ®
For more information, please visit Apartments.com
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Serving renters and property owners nationwide. Apartments.com is the leading online apartment listing website, offering renters access to information on more than 1,000,000 available units for rent. Powered by CoStar, the Apartments.com network of 12 leading sites maximizing your exposure.
1 Network. ® ® ® ®
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Put your community in front of students, Millennials & Gen Z, luxury-minded, budget-conscious, Spanish language, seniors, short term and more. ® ®
Our high-quality leads deliver at least 4.5X moreleases for our advertisers than the competition.
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CONTACT: MOLLY MERVES
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
E: mmerves@costar.com P: +1 901 825 5232 National Support E: support@apartments.com
INTERNET LISTING SERVICES (ILS)
For more information, please visit Rent.com
Solutions that work as hard as you do. Period. Rent. is a marketplace and more. We help you easily attract new renters, engage prospects during their search, and nurture resident relationships. Our full suite of data-powered solutions attract high-intent renters to your property, help you easily communicate with renters, and automate onsite processes.
Rent. Solutions Guide: • RentMarketplace. - Renter-centric search experiences to find your newest residents on Rent., ApartmentGuide. com, Rentals.com, and Redfin. Direct integrations to your Google Business Profile. • RentEngage. - Your leasing team’s key to communicating with renters and residents stress-free. 24/7 leasing center support, trained in fair housing compliance, handle incoming calls, emails and online chat. • RentTarget. - Refine your reach with hyper-targeted display and email campaigns. Sophisticated targeting that drives 3X more clicks from in-market renters. • RentRep. - Take control of your online reputation and social presence to boost renter engagement and SEO. Experts trained in fair-housing compliance take the burden off your team and reduce your risk and exposure.
• RentSocial. – Fair-housing compliant social ads that generate high-quality renter leads. Data-driven targeting to reach actively searching renters. • RentSearch. – Award-winning Google PPC search campaigns that keep occupancy rates high. Unparalleled targeting thanks to first-party data from our rental marketplace. • Profile Sync . Adding Rent. listing content to property Google Business Profiles gets you immediate results. With 22% more impressions, 41% more driving directions, 22% more website clicks and 13% more actions.
CONTACT: LYNDSAY TADLOCK E: lyndsaytadlock@rent.com P: +1 936 297 0455 National Support E: strategiccustomersuccess@rent.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
INTERNET LISTING SERVICES (ILS)
For more information, please visit ZillowRentals.com
• Zillow Rentals is a hybrid ILS designed to drive qualified renters to you via traditional “ILS” lead and through a high volume of engaged, down funnel visits to your property website. • Choose from our packages to meet your community’s occupancy goals: ENHANCED | PREMIUM | PREMIUM PLUS • Zillow Group captured more than two-thirds of the total market share for the online real estate category in the US. • Zillow and Zillow Rentals apps drive 2-3X the engagement of regular web searches-- sessions are longer and our app users return at a higher rate. • Zillow Rentals has had nearly 2x the number of visits than its closest competitor on the web • Zillow Rentals consists of 3 of the top 6 rental search sites (Zillow, Trulia, Hotpads) • Over two-thirds of total rental traffic is from mobile devices • To provide the best renter shopping experience, Zillow Group has a “rental consumer first approach” Zillow Rentals has never had a stronger presence online, and with more than 25 Million average monthly unique visitors, now the #1 most visited rental network. The Zillow Rentals is the most visited rentals network and operates the largest real estate network on the web, with the most unique visitors in the US.
FUELING MORE EXPOSURE THROUGH CROSSOVER TRAFFIC
57% 47%
of first-time home buyers also consider renting
of all home buyers also consider renting
10M Google Play downloads 6.1M user reviews 4.8 Stars of satisfaction ZILLOW’S LEADING APPS HAVE
CONTACT: KERRY MANION E: kerrym@zillowgroup.com P: +1 206 310 5511 National Support E: NationalSupport@ZillowGroup.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
INTERNET LISTING SERVICES (ILS)
For more information, please visit Zumper.com
Zumper is proud to be the third-largest, fastest-growing rental platform in North America. Sure, we may be the new kid on the block, but we’re growing—in all areas. Today, 7 in 10 renters leverage our platform to find their next place. Additionally, we’ve introduced multiple industry-first innovations this year, including pioneering new technology to dramatically improve lead quality. From simple changes like requiring contact information to incorporating artificial intelligence on prospect leads, Zumper is your leading partner to grow occupancy.
A MOBILE-FIRST ADVANTAGE – We reach renters where they actually search – on their phones. Our mobile-forward approach makes us the go-to search platform for tech-savvy renters. THE INDUSTRY’S BEST LEADS – PowerLeads AITM is the first of its kind. Our new platform delivers 5X more intel on leads and a Power Prospect indicator that identifies high-intent renters who are 2x more likely to lease. RELENTLESS INNOVATION – From zStories which deliver 18% more leads to new Market Intelligence Reports that give comparative insights, Zumper is paving the way to provide the best overall value.
Additional services (add-ons): • FEATURED LISTINGS UPGRADE: Upgrade your presence to be ranked in the top positions for your city. • LISTING CUSTOMIZATIONS BY PROPERTY TYPE: Custom features for income restricted, age restricted & student housing.
PARTNERSHIPS:
CONTACT: TRICIA RODRIGUEZ E: tricia@zumper.com P: +1 310 254 5141
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SOCIAL MEDIA & REPUTATION
SOCIAL MEDIA & REPUTATION
For more information, please visit ApartmentRating.com
ApartmentRatings.com is the largest sources of apartment reviews and prices. We are exclusive to multifamily. Whether your communities are already on ApartmentRatings or not, take control of your online reputation on the largest source for online renter reviews and ratings:
Main product options: Manager Center allows Business Managers to post responses as the VERIFIED property manager directly to each resident review, so when prospective residents read a review, your re sponse is right next to the resident’s review. Also included is the ability to manage and add photos to push other reviewer photos down the list. Proactively Manage Your BRAND on the #1 Rating Site • Engage: Notified of reviews; respond as to show you care and show your level of customer service • Verified Management • Market: Manage content automatically • Analytics: Powerful reporting suite • epIQ Score on each listing; visit www.satisfacts.com/ epiq-01/ for more details
Included with your listing: Property name, address, map, floorplans, description of prop erty or specials, and photos. Plus, we now include UNLIMITED WEB LEADS. Weoffer a freeMITSdata feed for your listings thatwill displayyour community details, photos, and availability on ApartmentRatings for FREE! We currently offer integration with Yardi RENTCafé, Entrada, REAL PAGE_OneSite, Ellipse, MRI and AppFolio. *Please note, Phone number listings, Property URL, Virtual Tour links are part of upgraded Manager Center packages at an additional cost.
CONTACT: GEN MARTIN E: gmartin@satisfacts.com P: +1 210 430 9129
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SOCIAL MEDIA & REPUTATION
For more information, please visit Opiniion.com
Opiniion is the optimized way to gather real-time customer feedback for your business. We integrate with hundreds of CRM systems, allowing you to automatically collect real-time customer feedback. 75% of residents utilize online ratings and reviews multiple times during their apartment search… so when you task Opiniion to boost your star rating and positive reviews, your property will rank higher than your nearby competitors when potential residents are searching online for an apartment.
Products and services: • Review generation • Review aggregation • Automated resident engagement with real time feedback with potential negative review alerts • Automated touchpoints include (can be sent via email and text or both) • Prospect tours (Virtual and in-person) • Move-ins • Work orders or maintenance requests • Lease renewals • Move-outs • Customized campaigns that can be sent via email, text or both • Customized intelligent surveys that can be sent via email, text or both • Auto-response features
Additional services (add-ons): Cushman & Wakefield receives all of the features Opiniion offers currently as well as future development at no additional cost.
CONTACT: CRAIG JOHNSON E: craigj@opiniion.com P: +1 801 997 5821
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SOCIAL MEDIA & REPUTATION
For more information, please visit yelp.com
The Cushman & Wakefield corporate team has already taken the first step to enhance your listings on Yelp and drive more conversion from the Yelp users finding your listings. Yelp’s star ratings are used by Apple Maps, providing additional visibility for your property.
Services and products: • BRANDED PROFILES with Call-to-Action buttons average a 38% increase in traffic and customer leads compared to free profiles. • CPC ADS drive brand engagement by getting more Yelp users in front of your Yelp Business Pages. Optional enhancements: 1. Add and control the photos in your scrolling slideshow 2. Expedite any listing updates or corrections 3. Create promotional headlines through the CTA to increase leads and conversion rates 4. Add additional information in the expandable "About this Business" section
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CONTACT: LAURA GONZALES E: LGonzales@Yelp.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
For more information, please visit Rent.com
The highest rated reputation management solution available1. Take control of your online reviews, ratings and social presence.
Social Management: Your community’s social presence, professionally managed by our team of social media specialists. • Our team of fair housing-trained experts produce original social media content . • Receive eight monthly postings to Facebook and Google, and four monthly postings to Instagram. • Facebook posts are boosted for maximum reach and impressions. • DRIVE LEADS | Properties with ten or more recent reviews average 140% more leads than properties with no recent reviews.2 • IMPROVE SEO | Ratings and reviews coupled with accurate listings across all platforms can improve SEO and Google Local Pack placement. • REDUCE RISK | Reputation and social experts, trained in fair-housing compliance, take the burden off your team
89% of consumers are more likely to use a business that responds to all reviews
CONTACT: LYNDSAY TADLOCK E: lyndsaytadlock@rent.com P: +1 936 297 0455 National Support E: reputation@rent.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
For more information, please visit meetsoci.com
The Cushman & Wakefield corporate team has already taken the first step to enhance your listings on Yelp and drive more conversion from the Yelp users finding your listings. Yelp’s star ratings are used by Apple Maps, providing additional visibility for your property.
Packages: SOCI PLATFORM - CONTENT & REPUTATION HUB • Unlimited Users • Unlimited Platform Access • SOCi Platform – Content Hub™
SOCI ASSIST - REPUTATION MANAGEMENT • Gold: Includes custom review responses on Facebook, Google, Yelp, ApartmentRatings & Apartments.com; approvals for negative reviews; response time is an average of one business day • Platinum: Everything included in Gold; responses on Modern message SOCI PAID SOCIAL MANAGEMENT • Silver: Monthly ad campaigns deployed on Facebook
• Smart scheduler; content discovery; asset management; reporting suite, notifications; • Includes SOCi Care – Conversations • SOCi Platform – Reputation Hub™ • All-in-One review center; email subscriptions for new reviews • Silver: Everything included in SOCi Platform - Content & Reputation Hub; two weekly posts and two monthly localized posts per network (Facebook and Instagram); guaranteed monthly Paid Social spend • Gold: Everything included in Silver, plus; additional network (Google Posts) • Platinum: Everything included in Gold; branded images, increased monthly localized posts, increased Paid Social spend
and Instagram; Includes creative collaboration, effective and fair housing–friendly targeting, reporting & analytics, and regular A/B testing
SOCI DIRECTORY LISTINGS • Ensures your properties online profile is complete across all major directory listings (optimizes properties online SEO presence)
SOCI ASSIST - CONTENT MANAGEMENT
CONTACT: VICKIE WOLBERT E: vwolbert@meetsoci.com P: +1 704 904 6879
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SEM & SEO
SEM & SEO
For more information, please visit ApartmentSeo.com
Organic SEO: On-Page SEO, Off-Page SEO, 5 Local Directory Listings Per Month, On-Going Content Updates, Google My Business, Apple Maps and Bing, Reporting and Dashboard Access, User Experience, Conversion Tracking, Alt Text for Images and SEO Optimized Blog Digital Ads : Search Campaign Ads, Remarketing Ads, Geo-targeting Ads, Facebook Ads, Instagram Ads, Gmail Ads, YouTube Ads, Campaign Management with Goal Conversion Tracking and VIP Google Consultation Social Media Mgmt.: (1). Content Posting: 8/month Engagement Posts, 8/month Hyper-Local Engagement Posts, 6/month Video Engagement Posts, Instagram Posts included and Management; Setup & Management: Assistance with Social Media Account Creation (Facebook, Twitter, Instagram), Monitor and Respond (Facebook, Twitter, Instagram), Facebook and Instagram Ads; Social Reporting & Support Reputation Builder: Custom Responses, 1/month Review Generation, 1/month Feedback Campaigns, Review Repair PLATINUM PACKAGE GOLD PACKAGE Organic SEO: On-Page SEO, Off-Page SEO, 3 Local Directory Listings Per Month, On-Going Content Updates, Google My Business, Apple Maps and Bing, Reporting and Dashboard Access, User Experience, Conversion Tracking Digital Ads: Search Campaign Ads, Remarketing Ads, Geo-targeting Ads, Facebook Ads, Instagram Ads, Campaign Management Social Media Mgmt.: (1). Content Posting: 6/month Engagement Posts, 6/month Hyper-Local Engagement Posts, 4/month Video Engagement Posts, Instagram Posts included; Setup & Management: Assistance with Social Media Account Creation (Facebook and Twitter), Monitor and Respond (Facebook, Twitter), Facebook and Instagram Ads; Social Reporting & Support Reputation Builder: Custom Responses, 1/quarter Review Generation, 1/quarter Feedback Campaigns SILVER PACKAGE Organic SEO: On-Page SEO, Off-Page SEO, 5 Local Directory Listings Per Month, On-Going Content Updates, Google My Business, Apple Maps and Bing, Reporting and Dashboard Access, User Experience, Conversion Tracking, Alt Text for Images and SEO Optimized Blog Digital Ads: Search Campaign Ads, Remarketing Ads, Geo-targeting Ads, Facebook Ads,Instagram Ads, Gmail Ads, YouTube Ads, Campaign Management with Goal Conversion Tracking and VIP Google Consultation Social Media Mgmt.: (1). Content Posting: 8/month Engagement Posts, 8/month Hyper-Local Engagement Posts, 6/month Video Engagement Posts, Instagram Posts included and Management; Setup & Management: Assistance with Social Media Account Creation (Facebook, Twitter, Instagram), Monitor and Respond (Facebook, Twitter, Instagram), Facebook and Instagram Ads; Social Reporting & Support Reputation Builder: Custom Responses, 1/month Review Generation, 1/month Feedback Campaigns, Review Repair
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
CONTACT: ANDI MICHAELS E: andi@apartmentseo.com P: +1 262 227 8460
FRANKIE VALLE-MEIER E: frankie@apartmentseo.com P: +1 951 288 2366
SEM & SEO
For more information, please visit PremierOnlineMarketing.com
Why SEO? Organic and direct traffic should be your #1 source of conversions, driving over 60% of overall conversions.
SEO and quality content are crucial to making your website visible on Google which equals more organic traffic and opportunities to convert leads into leases. We follow the best practices to build on the 4 major pillars of SEO that will improve your website’s expertise, authority, and trust.
CONTENT
TECHNICAL
LOCAL SEO
OFF PAGE
MULTIFAMILY : SEO PLAYBOOK Most search is at the local level, so ensuring that your listing and website ranks for high level local searches is a must. It includes optimization of website architecture, off-page factors, content, & the link profile
COMPETITOR ANALYSIS
OPTIMIZE
BUG & TECH FIXES
INTERNAL LINKING
CITATIONS
TITLE TAGS
CONTENT
LINK BUILDING
SEO SWEEPS
REPORTING
CONTACT: MICHAEL SHAUG E: mike@premieronlinemarketing.com P: +1 469 487 4656
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SEM & SEO
For more information, please visit PremierOnlineMarketing.com
Paid Social 90% of all search queries are conducted on Google Search, and the apartment industry is no exception. Our Google Ad campaigns incorporate Search, Call-only, lead generation, YouTube, and Remarketing ads. Utilizing these strategies along with our proprietary service workflow will help you engage and re-engage the right audience for your property.
APARTMENT SEARCH
AD SERVICE
REMARKETING CONVERSIONS
Paid Social One of the biggest benefits of using Facebook in conjunction to other marketing platforms is the ability to visually highlight apartment features and amenities that make your community stand out from the competition. We can precisely target your audience on META & Tik Tok using traffic, call, and lead ads that put your prospects in direct touch with your leasing teams.
WE ARE ANTI-AUTO PI LOT
We have experts with hands-on experience, managaing each ad dollar as if it were our own.
Our strategy starts with a deep understanding of business challenges and is molded by years of evolving industry best practices
CONTACT: MICHAEL SHAUG E: mike@premieronlinemarketing.com P: +1 469 487 4656
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SEM & SEO
For more information, please visit ReachLocal.com
Get more leads and build your brand through Pay-Per-Click (PPC) advertising to local prospective renters as they use search engines, surf top sites on the web, and spend time on social media sites.
Get more residents with digital advertising
Search Marketing Get leads from prospective residents who are actively seeking a new place to live with Pay-Per-Click search advertising.
Search & Site Retargeting Stay top-of-mind with prospects who visit your website or search for apartment related keywords in your area with retargeting advertising.
Geofence Drive awareness by using the most advanced location-based technology to pinpoint potential prospects and target them with your advertising through their mobile devices.
Social Ads Facebook and Instagram advertising that gets leads, creates engagement and builds your brand on the world’s top social networks.
Social Ads Facebook and Instagram advertising that gets leads, creates engagement and builds your brand on the world’s top social networks.
CONTACT: TODD SCHEFFEL E: tscheffel@reachlocal.com P: +1 214 294 0066
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SEM & SEO
For more information, please visit Rent.com
Google search campaigns that keep occupancy rates high. Google search campaigns that keep occupancy rates high. The only FHA compliant, hyper-targeted social media ad campaign solution
• TARGET EFFECTIVELY | Unparalleled ad targeting thanks to our leading technology and proprietary first-party data from our marketplaces. • BOOST PERFORMANCE | 3X higher click-through rates than the industry average.1 • REDUCE RISK | Experts trained in multifamily-focused ad strategies and fair housing compliance drive performance while minimizing risk. • Facebook and Instagram - Fair-housing compliant social ads on Facebook and Instagram • Snapchat - Fair-housing complaint social ads on Snapchat • DRIVE RESULTS | Choose from turnkey ads that go-live in as little as 24 hours or custom strategy based on your specific campaign needs. • TARGET EFFECTIVELY | Reduce wasted ad spend with data-driven targeting that reaches actively searching renters • SIMPLIFY LEAD MANAGEMENT | Leads delivered directly to you, in real-time, with seamless integrations.
402 clicks per month per property delivered on average
10%
Lower cost-per-lead than the industry average Google - Pay-per-Click (PPC) search campaigns
CONTACT: CRAIG JOHNSON E: craigj@opiniion.com P: +1 801 997 5821
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
SEM & SEO
For more information, please visit StreetDigitalMedia.com
Street Digital Media provides multifamily specific Pay Per Click (PPC), Remarketing, Display, and Social Media Marketing Services. Their marketing agency is made up of experienced multifamily marketers who have corporate multifamily marketing and operations experience with some of the NMHC’s top management companies. Given their property management and digital marketing expertise, Street Digital Media provides innovative digital marketing services based on occupancy, trend, and digital marketing data. Their white-labeled reporting package covers website performance, pay per click, digital market survey insights, and multi-channel attribution to provide in-depth marketing analysis and to save you and your team’s time on monthly and weekly owner’s reports.
Products and Services: • Pay Per Click • Display Ads • Remarketing • Facebook & Instagram Advertising • Property Videos (With & Without Talent) • Vacant Unit Virtual Staging
Additional Services (add-ons): • Property Videos (With Actors). Includes aerial drone footage, casting, and storyboard. • Property Video Overview (Without Actors) • Still Photography
We craft multifamily digital marketing strategies and cinematic ad content to drive quality leads to the communities we work with.
Google Certified Search Engine Marketing
Social Media Advertising
Website Conversion Tracking
Renderings & Virtual Imagery
Cinematic Video Production
CONTACT: DONALD KLECKNER E: dk@streetdigitalmedia.com P: +1 404 314 4420
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
CURTIS CARDOZA E: cc@StreetDigitalMedia.com
CRAIGSLIST POSTING TOOLS VIDEOS & PHOTOS
CRAIGSLIST POSTING TOOLS
For more information, please visit PostEngine.com
The #1 performing software for craigslist apartment marketing. Save time and free up your team with PostEngine! It’s the only software designed for multifamily that automates the creation, daily scheduling, posting, and renewal of your Craigslist ads. All it takes is two clicks! • Schedule your ads for the ENTIRE DAY! Post ads immediately or schedule all your ads for the day in minutes. Plus, we’ve extended the time frame available to schedule your ads from 6 AM - 10 PM. Schedule more ads and be visible during peak hours. • Keep ads top of the search results. PostEngine automatically renews your ads once per hour to keep them at the top of Craigslist search page results, every day! • Generate more website traffic: We include tracking links in every ad to drive more traffic to your property websites. The tracking link information will be captured in Google Analytics to allow you to review the performance of your Craigslist marketing. • Boost team productivity: Automatic posting activity reports help you monitor team activity and compliance at a glance. • Dashboard Reporting: View dynamic, web-based reporting, including email, call tracking, website traffic, and individual ad performance.
Scheduled posting empowers teams to post all their craigslist ads for the day in minutes!
CONTACT: ALLEN COOK E: allen@rooof.com P: +1 623 242 1171
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
VIDEO & PHOTOS
For more information, please visit LPCMedia.com
LCP Media (LCP360) is a national visual media and technology company located in Chicago. We are an innovative leader in creating unforgettable virtual real estate experiences by combining unrivaled technology solutions with our unparalleled customer service.
Virtual Tours Google Virtual Tours Optimize your Google My Business listing with photography and 360 virtual tours designed to increase website SEO. TourBuilder Pro (formerly Panoskin Virtual Tours) Display digital content on your website and other online sources with the best virtual tour solution in real estate. NEW! TourBuilder Go Drive prospects further down the leasing funnel with our groundbreaking unit-level, self-shot virtual tour solution. Professional Photography Property Photography We provide top-tier property photography anywhere in the country with 100% license-free content that you can use, share and distribute as you see fit. Drone Photography and Videography The best way to showcase your property and neighborhood is with a unique perspective from up in the air with 360 drone photography and fly-through video
Virtual Staging 360 Virtual Staging Watch your space come to life with our high-end virtual staging services, designed to impress your audience and save you money on traditional apartment staging. Floor Plans 2D and 3D Floor Plans Showcase your apartments with simple 2D floor plans or amaze your prospects with top-view 3D floor plans complete with finishes, furniture and accessories. Site Maps Present detailed information about your property and units with landscape architecture and visualization.
5,000+ Active Tours
25,000+ Photo Shoots
CONTACT: David Bieszczad, E: david@lcpmedia.com Daniel Kim, E: d.kim@lcpmedia.com Edgar Jaro, E: e.jaro@lcpmedia.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
VIDEO & PHOTOS
For more information, please visit REALPAGE.com
PropertyPhotos Content Services provides you with professional, visually inspiring content, including community photography, videos, virtual tours and much more.
Professional video & photo packages: Propertyphotos & locations lifestyle video: • (1) 60-90 second HD video that includes onsite shoot of (1) model unit, community exteriors, amenities and neighborhood shots. • Text graphics or voice over narration, music options. Propertyphotos before & after video:
• 60 second HD “Before” video. Onsite shooting not included • (1) 60-90 second HD “After” video. Includes onsite shoot • Intro/closing graphics, text graphics or voice over narration, music options Propertyphotos standard drone video with 10 still photos: • 30-60 seconds of fully edited video showcasing the exterior of the community • (1) high-resolution, aerial photographs • Choice of property name or logo with music Propertyphotos community photography: • Up to (25) beautiful images of both exterior and interior views of community
• Rich, high-resolution photography • Showcases amenities and units
CONTACT:
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
BRADY TARBUSH P: +1 972 820 4386 E: brady.tarbush@realpage.com
JENNIFER TORIGOE P: +1 949 689 5423 E: jennifer.torigoe@realpage.com
WEBSITE CHATBOTS
TEXTING & CHAT
For more information, please visit betterbot.com
Mulifamily’s top chatbot solution Greeting over 50 million renters Your website sees over 56% of traffice after your office is closed. BetterBot handles it all.
Engage your prospects anywhere when and where it matters most! Not all leads start with your Property Website and not all leads use one source. By leveraging BetterBot’s omnichannel marketing, you are able to provide consistent communication to your prospect regardless of where they come from.
Countless Integrations Dont’s change your tech stack to work with the best chatbot. We continue to find new and innovative partners to integrate and collaborate with, making BetterBot one of the most flexible tools in the market.
CONTACT: ROBERT TURNBULL E: robert@betterbot.com
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
MARKETING MATERIALS, & PROMOTIONAL ITEMS, & SIGNS
MARKETING MATERIALS & PROMOTIONAL ITEMS & SIGNS
For more information, please visit YourBenson.com
The Cushman & Wakefield Marketing Store was created to give you a place to go for a one-stop shopping experience that meets all of your marketing needs. Benson’s Centralized Marketing Platform simplifies the complexity of multifamily marketing operations creating stronger predictability, greater control and lower costs.
Products and/or services: STATIONERY PRODUCTS: Business Cards, Business Card Displays, Envelopes, Letterhead, Note Cards
PROMOTIONAL ITEMS: Corporate and Property Branded Property Tools: Office/Leasing Signs, Forms, Name Tags MAINTENANCE AND CAREER APPAREL OUTREACH MARKETING: Brochures, Direct Mail, Flyers, Rack Cards
CREATIVE SERVICES: Design, Floor Plans, Logos, Maps, Photo Retouching EXTERIOR SIGNAGE: A-Frames, Bandits, Banners, Hardware, Pole Banners DOOR MATS: Custom Mats, Generic Welcome Mats, Corporate Branded Mats FLAGS/BALLOONS: American & State Flags, Balloons, Half Drop Flags, Hardware, Pennants, Property & Corporate Flags PET WASTE SYSTEM (PAWS): Dog Valets, Pet Signs, Pet Stations, Pick-up Bags, Trash Can Liners FAIR HOUSING: Wall Signs, Monument EHO Logo Sign, Decal
CONTACT: MALLORY HELLAND E: mallory@yourbenson.com P: +1 470 695 4451
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
MARKETING MATERIALS & PROMOTIONAL ITEMS & SIGNS
For more information, please visit YourBenson.com
Greater Efficiency, more control, predictability and lower cost Our Mission: Create a best-in-class and consistent signage experience by delivering better strategy, better design, as well as data and insights to drive better NOI.
Products and/or services: • Professional account management makes the process smooth and easy • Proactive communication that eliminates surprises • Focused on a limited number of clients and delivering solutions that are custom crafted for individual needs • Customized simplified process specifically designed for the multifamily industry • Easier implementation. You are able to focus on big objectives, rather than managing logistics, which minimizes reworks and change orders-saving both time and money • With Benson’s First Right of Refusal, you receive a free comprehensive survey that informs the sign process and deliverables • Coverage under Benson’s extended warranties • Benson houses a full service fabrication workshop to ensure oversight of quality production from start to finish. Utilizing material intelligence, state-of the-art manufacturing equipment and inventive techniques, your signs are crafted by hand and no detail is overlooked • Data and insights that ensure everyone involved in the process are able to make better decisions
CONTACT: CRISTINA JONES E: cristina@yourbenson.com P: +1 678 771 8808, ext. 7195
PRICING: Please see “Vendor Pricing” section for a detailed list of costs and services.
VENDOR PRICING
VENDOR PRICING
PRODUCT
COST
COST PER PAGE #
SERVICE PROVIDED/DESCRIPTION
INTERNET LISTING SERVICES (ILS)
Apartment List
For more information, please see visit apartmentlist.com .
Performance-based
$339
Per Lease
Price Varies
LIFT
Per Lease
For rate information, please contact your sales representative.
The Apartments.com Network: After55.com, ApartmentFinder.com, ApartmentHomeLiving.com, Apartments. com, Apartamentos.com, CorporateHousing.com, ForRent.com, ForRentUniversity.com, WestsideRentals.com, OffCampusPartners.com plus exclusive syndication to Doorsteps.com
Diamond Plus listings will sort at the top of the search results page above all other listings. They are limited per submarket cluster. Pricing starts at $2,500 but varies by area. Contact local or national rep for specific property pricing. Perfect for lease ups, properties with high exposure, in highly competitive submarkets or for owners who always want their property at the top! Diamond listings sort below Diamond Plus and above Platinum. Diamond listings build upon Platinum listings by adding these exclusive features: • Largest ad size, reinforcement ad, amenity callouts on placard, HD video production, high-res photo shoot (up to 30 images), 3D tour production (up to 6) and most site-wide exposure. Platinum Plus includes all benefits of a traditional Platinum ad as well as these additional features: • Listing appears at top of Platinum search results Platinum listings sort below Diamond and above Gold. Platinum listings build upon Gold listings by adding: • Large ad size, image carousel on search results, high-res photo shoot (up to 30 images), and 3D tour production (up to 4).
Diamond Plus
Varies
Per Property
$1,458
1-99 Units
$1,831
100-199 Units
Diamond
$1,865
200-299 Units
$1,898
300+ Units
$1,200 $1,487 $1,515 $1,542 $963 $1,162 $1,184 $1,205
1-99 Units
100-199 Units 200-299 Units
Platinum Plus
300+ Units
1-99 Units
100-199 Units 200-299 Units
Platinum
12
300+ Units
$618
1-99 Units
Gold Plus includes all benefits of a traditional Gold ad as well as these additional features: • Listing appears at top of Gold search results
$826
100-199 Units
Gold Plus
$842
200-299 Units
$857
300+ Units
$493
1-99 Units
Gold listings sort below Platinum and above Silver. Gold listings build upon Silver listings by adding: • Medium ad size, high-res photo shoot (up to 20 images), 3D tour production (up to 2), online tour scheduling, and display/social retargeting ads.
$658
100-199 Units
Gold
$670
200-299 Units
$682
300+ Units
$449 $527 $537 $547 $358 $420 $428 $436
1-99 Units
Silver Plus includes all benefits of a traditional Silver ad as well as these additional features: • Listing appears at top of Silver search results
100-199 Units 200-299 Units
Silver Plus
300+ Units
1-99 Units
• Standard ad size • 20 hi-res photos • Listing on 6 websites
100-199 Units 200-299 Units
Sliver
300+ Units
VENDOR PRICING
PRODUCT
COST COST PER PAGE #
SERVICE PROVIDED/DESCRIPTION
The Apartments.com Network (Cont.)
For listing on Off-Campus housing website. Also provides access to participate in housing fairs and other events at 150+ universities • Diamond Plus = $400 • Diamond = $400 • Platinum Plus = $300
Off Campus Partners (OCP) add-on
Per Month Per Property
-
13
• Platinum = $300 • Gold Plus = $200 • Gold = $200 • Silver Plus = $100 • Silver = $100
Rent. Network: Apartment Guide, Rent.com, Rentals.com, and Redfin
Features include: • HD Photos, HD Panoramic Tour, 3D Floorplans • 60 Second Video • 2 Category Badges • Management Company Link & Portfolio Options • School & Neighborhood Information • Coupon Incentives • Unit Availability Feature Features include: • HD Photos, HD Panoramic Tour, 3D Floorplans • 30 Second Video • 2 Category Badges • Management Company Link & Portfolio Options • School & Neighborhood Information • Coupon Incentives • Unit Availability Feature • 30 Second Video • 2 Category Badges • Management Company Link & Portfolio Options • School & Neighborhood Information • Coupon Incentives • Unit Availability Feature Features include: • HD Photos & 2D Floorplans • 2 Category Badges • Management Company Link & Portfolio Options • School & Neighborhood Information • Coupon Incentives • Unit Availability Feature Features include: • HD Photos & 3D Floorplans
Per Month Per Property
Diamond
$1,299
Per Month Per Property
Platinum
$764
13
Per Month Per Property
Gold
$584
Per Month Per Property
$404
Silver
SEGMENTED RATES FOR PROPERTIES WITH LESS THAN 100 UNITS & AFFORDABLE:
$1,169
Affordable
Per Month Per Property
Diamond
$969
51-99 Units
$709
<50 Units
13
$689
Affordable
Per Month Per Property
Platinum
$569
51-99 Units
$419
<50 Units
VENDOR PRICING
PRODUCT
COST COST PER PAGE #
SERVICE PROVIDED/DESCRIPTION
Rent. Network: Apartment Guide, Rent.com, Rentals.com, and Redfin (Cont.)
$529 $439 $319 $359 $299 $219
Affordable 51-99 Units <50 Units Affordable 51-99 Units <50 Units
Per Month Per Property
Gold
Per Month Per Property
Silver
RentTarget.
Location-based advertising with the ability to target renters based on where they are at a given moment or the places they’ve visited over a period of time.
Leadmail and GeoFencing solutions
Per Month Per Property
13
$399
Zillow.com, Trulia.com, Hotpads.com
$340/mo 1-49 Units
$400/mo 50-99 Units
Enhanced Package includes: • Enhanced level exposure on Zillow, Trulia, Hotpads • Sponsored native “display advertisement” in search results that drives renters to the property website • Link to community website prominently featured on Listing
Zillow Rent Connect ENHANCED PACKAGE Up leveled advertising with greater exposure and promoted listings.
$510/mo 100-199 Units
• Priority placement on nearby listings • Rent comparisons and audience insights
$575/mo 200+ Units
Specialty (affordable/ senior/student)
$445/mo
$890/mo 1-49 Units
Zillow Rent Connect PREMIUM PACKAGE (3x more exposure) The best features of Zillow Rent Connect, from extensive network exposure to email and social.
Premium Package includes Enhanced features and: • Premium level exposure on Zillow, Trulia, Hotpads, Facebook, and Instagram • Facebook and Instagram advertisement • Instagram Stories advertisement • Inclusion in outreach emails to renters searching in your market • Professional Zillow 3D Home Production
$950/mo 50-99 Units
15
$1,060/mo 100-199 Units
$1,125/mo 200+ Units
Specialty (affordable/ senior/student)
$995/mo
$1,390/mo 1-49 Units
Zillow Rent Connect PREMIUM PLUS PACKAGE (5.5x more exposure) Premium Plus adds more exposure to the top-of-the-line offerings of Premium, helping properties stand out even more
$1,450/mo 50-99 Units
Premium Plus Package includes Premium features and: • Premium Plus level exposure on Zillow, Trulia, Hotpads, Facebook, and Instagram
$1,560/mo 100-199 Units
$1,625/mo 200+ Units
Specialty (affordable/ senior/student)
$1,495/mo
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