Agile Automation - National Multifamily Housing Council...@ApartmentWire #OPTECH18 Agile Automation....

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Agile AutomationHow to Make Marketing Automation Thrive in a High-Touch, Customer-Centric Industry

Thursday, Nov. 15, 2018

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Meet the Team

Mike Whaling30 Lines

Leigh SublettVenterra Realty

Ashley YaxVillage Green

Chris Beckwith-TaylorThe Franklin Johnston Group

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What is marketing automation?Tools that make the process of doing business easier by intelligently automate repetitive marketing tasks

The goal: more insights, greater efficiencies, more personalized service

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What challenges exist for apartment marketers today?

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Avg. of 26 pieces of communication

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Applying Marketing AutomationHow you want it to go… How it can easily go…

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Marketing Automation Can…

Deliver the right message to the right audience at the right timeon the right device.

All without adding to your team’s workload.

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How Renters Shop for ApartmentsLook Create awareness for the property / brand

LearnPersuade and convince them your property is the right option

Lease Lead prospects into a seamless transaction

Love Nurture residents to deliver an experience they’ll want to share

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Let’s flip the funnel…

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Show Love to Current ResidentsBy increasing retention, referrals, and satisfaction…

...we can decrease our spend on cold lead generation.

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83-87% Of renters use online ratings and reviews in their apartment research.

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Make It Easy to Share

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Social Studies: GreystarResources

16Properties

60Days

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Social Studies: GreystarResources

5000Social Interactions

751Reviews (Avg. 4 Stars)

47Avg. Reviews/Prop.

240Reviews Shared

68%Inc. in Google Ratings

11000Website Referrals

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Review Collection and Display

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Insight into Resident Satisfaction

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Insight into Resident Satisfaction

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AutomatedInternal Reputation Management

Resources Online Reputation

6.4% Higher than Benchmark

Time Cut in Half

18% HigherthanBenchmark

11% HigherthanBenchmark

Leasing Process Timeline

Responsiveness

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Bridge the Gap – Love to LookIn the early stages of an apartment search, marketing efforts should aim to generate awareness.

Resident ratings, testimonials and referrals help generate that awareness for you.

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Initially Prospects Are Lookingfor Options

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How Automation Can Assist

Build your Audience by Giving prospects The help they need

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How Automation Can Assist

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How Automation Can Assist

Real-TimePricing and Availability

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An Experience They’ll Love, From the Start

Properties with a pop-up on their website average 40 more leads per month than properties that don’t.

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Funnel Leads into Automated Follow-Ups

After a prospect submits a lead… They can be automatically added into your sales/marketing funnel…

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Gather Data from the Start

Early-stage “discovery” campaigns help you build warm audiences and inform retargeting strategies to reach those closer to buying

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Use Data to Decide Where to Spend

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They know your property…Now, lead them to the lease.

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Persuade the Prospect

Automate the more “mundane” touch points and allow your team to focus on hotter, more quality leads.

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What Apartment Shoppers ExpectInstant answers to their questions…

Prompt, helpfulfollow-up communication…

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Floor Plan Matching

• 279 Leads Submitted• 54 Leases (19% Conversion)• 47 Average Days from

Experience to Lease*90-day analysis amongst two assets

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Clear CTA to Direct and Capture Leads

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92%Of floor plans across Venterra’s portfolio have 3D tours available.

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Chatbots are Available 24/7

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Stay Top of Mind with Email/Text Drips

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Automated Texting – Schedule Tour

• 8,051 Valid Leads• 1,493 Scheduled Showings• 1,201 Completed Showings*30-day analysis across 56 sites (Sept. – Oct. 2018)

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Accelerate the decision-making process…decrease days vacant.

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Facilitate the Transaction

Make the process of doing business easier to accelerate and streamline the transaction.

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Live Video Tours

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Pre-Recorded ‘FAQ’ Videos

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How Video Tours Are Performing

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Need a Ride, We’ll Pick You UpA prospect schedules a visit to your property…

Let’s make their trip a little easier and schedule a Lyft…

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The Results

3 Days Shorter

Days Before Move In

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Save time.Save money.Improve service.

Resources Online Reputation

6.4% Higher than Benchmark

Time Cut in Half

18% HigherthanBenchmark

11% HigherthanBenchmark

Leasing Process Timeline

Responsiveness

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Accelerate the Leasing Process

By removing friction for the prospect, what was taking anywhere between 1-8 days can now be done in minutes.

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True love starts before they’re even a resident.

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Follow-Up Messaging Before Move In

* 90-day analysisbased on 1,477 new applicants among 80 locations.

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High Tech Can be High Touch

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Sounds great, but where do I start?

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Pinpoint Repetitive Processes.

Focus on the tasks your team is doing every day, for every lead. Then, address changes in phases.

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Marketing Automation Can…

Deliver the right message to the right audience at the right timeon the right device.

All without adding to your team’s workload.

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But, how do I know it’s working?

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Establish the Right KPIs

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Establish the Right KPIs● Increase in response times and percent of leads responded to

● Increase in tours scheduled

● Increase in closing rate

● Decrease in days vacant

● Decrease in ad spend

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If I don’t have any automation tools in place…what’s something I can do?

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Good Opportunities for Automation● Push pricing and availability to ILSs

● Bulk/scheduled posting to social media sites

● Build a warm audience with pop-ups and pixels

● Drip email/text messaging to new leads

● “You might also like” recommendations

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I feel pretty comfortable, what’s the next level of implementation?

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Better Opportunities for Automation● Tour/appointment scheduler

● Event-based surveys and review generation

● Run smart remarketing ads to those warm audiences

● Always-on chatbots

● Social loyalty/rewards app

● New resident / move-in onboarding

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I feel very comfortable withautomation, what’s the top level?

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The Best Opportunities for Automation● Lease renewals and move-out exit drips● Personalized behavior-based follow-ups

(Email / SMS / Mobile app / Facebook Messenger)

● Lead prioritization and prescriptive leasing staff directives(Differentiate between “marketing ready” and “sales ready” leads)

● Waitlist matching

● Self-guided tours (video or in-person)

● Unit readiness “pizza tracker” status updates

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This is not an exhaustive list… Get creative!

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Automation in the Multifamily IndustryHow we want it to go… How it can easily go…

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Look to Other Industries

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How Renters Shop for ApartmentsLook Create awareness for the property or brand

LearnPersuade and convince them your property is the right option

Lease Lead prospects into a seamless transaction

Love Nurture residents to establish an experience they’ll want to share

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Text AGILEto 88000

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Let’s Connect

Mike Whalingmike@30lines.com

Leigh Sublettlsublett@venterraliving.com

Ashley Yaxayax@villagegreen.com

Chris Beckwith-Taylorc.beckwith@icloud.com