High Tech, High Touch

High Tech, High TouchHigh Tech, High Touch2009 50+ Housing Symposium2009 50+ Housing Symposium

Presented By:• Janis Ehlers, The Ehlers Group• Meredith Oliver, Meredith Communications• Josh Shron, Stampless Marketing

Trend #1Importance of Search Engine MarketingTrend #1Importance of Search Engine Marketing

Trend #1Trend #1

• Importance of Search Engine Marketing Increasing visibility on the search engine results pages.

1. Paid Search

2. Search Engine Optimization (SEO)

3. Social Media

Trend #1Importance of Search Engine MarketingTrend #1Importance of Search Engine Marketing

Paid

Organic

Paid

Trend #1Trend #1

Paid (Sponsored Links, Ad Words or Pay-Per-Click)

– Great for short term– Immediate presence– Easy, do-it-yourself– Best with ongoing maintenance– Costs increase over time

Trend #1Trend #1

SEO (Search Engine Optimization)

– Best long term strategy– Takes time to show results– Requires professional expertise– Changes constantly– Some risk involved

Search Engine Marketing Tips:• Use both• Balance them• Track results• Update frequently• Build links• Ask for feedback

Trend #1Trend #1

Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media

Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media

“Facebook is our living room…”

CNN, April 2009

Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media

Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media

“Senior Females Storm Facebook-

Older Users Fuel Growth”MarketingVox.com, February, 11, 2009

Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media

Getting Started:

1.Set goals

2.Decide on message

3.Organize resources

4.Select social media sites

5.Set up profiles

6.Start networking!

Trend #2 – Surge of Social MediaTrend #2 – Surge of Social Media

Tips On Using Social Media: Manage your message Let go of control Promote it Be creative Give it time Set clear goals

E M A I L :E M A I L :

Your Company’s

MOST EFFECTIVEMOST EFFECTIVE

LEAST EXPENSIVELEAST EXPENSIVE

MARKETING ALTERNATIVEMARKETING ALTERNATIVE

Most EffectiveMost Effective

Much FasterImmediate ResponseMeasurableIntimate“Levels the Playing Field”

Why Email?

Most EffectiveMost Effective

YOUR CUSTOMERS HAVEASKED ASKED

YOUYOUASKED ASKED YOUYOU

TO SELL TO THEM!

But don’t we HATE marketing emails?But don’t we HATE marketing emails?

57% of consumers feel they have a more positive impression of companies when they receive email from them.

50% said they're more likely to buy products from companies who send them email

71% remember email communications when making purchases at the sending company’s web site

* According to a study by Epsilon, October 2008

Online PROnline PR

Unlimited Web Opportunities With Online PR:Blogging

− Information should be different than press releases

− Keep content engaging, relevant and entertaining− Offer tips and how to’s− Keep it short− Update regularly

Online PROnline PR

Unlimited Web Opportunities With Online PR:Promote Your Community Online

− “Free Distribution Web Sites” (www.PRLeap.com)− Newspapers’ community room forum− Add community’s website to press releases—1st

paragraph− Post press releases to community’s web site

newsroom− Incorporate digital reporters in media list

Online PROnline PR

Web Opportunities With Online PR: Use web and fee-based newswire services Expand content of web-based press releases Promote company/community’s charity causes Offer relevant links (NAHB, 50+ Housing

Council) in web press releases

High Touch Marketing

Trial Stay Programs− Creative name− Map flow chart− Schedule customer

appointment and tour− Offer activities− Arrange corporate rates with

hotels

High Touch Marketing

Trial Stay Programs− Email reminders and confirmations− Send brochures – things to do− Use community ambassadors− Giveaways− Follow up, follow up and follow up

Internet & Web Opportunities with EventsInternet & Web Opportunities with Events

Post pictures and video clips to web site, blog and FaceBook

Email event pictures to database Use online photo album companies

(www.SmugMug.com)

Traditional Press Releases OpportunitiesTraditional Press Releases Opportunities

Media alert Event press release Follow-up press

release

Two Types of Email MarketingTwo Types of Email Marketing

Email Response TipsEmail Response Tips

Quick Response!Create urgency/excitement via e-mail!

Start a Dialogue

Ask Questions!Ask Questions!

Ask Questions!Ask Questions!

“I noticed that you are considering a move from Colorado to New Jersey. What brings you to our part of the country?”

“Do you have a particular floorplan that interests you?”

“What price range or monthly payments did you have in mind?”

Show ‘yer LOVE!Show ‘yer LOVE!

Email Response TipsEmail Response Tips

Quick Response!Create urgency/excitement via e-mail!

Ask QuestionsStart a Dialogue /

Ask QuestionsShow ‘Yer LoveGive a Guided Tour

Give a Guided TourGive a Guided Tour

http://www.lennar.com/findhome/community.aspx?

COMID=17446&DIVID=SJHLEN

http://www.lennar.com

Give a Guided TourGive a Guided Tour

Email Response TipsEmail Response Tips

Quick Response!Create urgency/excitement via e-mail!

Start a Dialogue /Ask Questions

Show ‘Yer LoveGive a Guided TourWrite Well!

Write Well!Write Well!

Please call me at 609-xxx-xxxx we have 11 homes available from 232,000- 1635- Sq. Ft. to over 4,000.Sq.Ft.. Estate Homes ,

Immediate delivery is a definite possibility we also own our own Mtg. Co. as well as our own title Co. to provide the utmost in

service and connivance when purchasing a new home from XYZ Homes.

Write Well!Write Well!

Write Well!Write Well!

Dear Jane:

Thank you for your email! I would be delighted to help you find a home in the area that will best suit your needs.

“Indian Creek” offers the following, to name just a few: 5 - 7 minute drive to the Pennsylvania Turnpike Small community surrounded by trees, consisting of

25 homes in a loop, and 10 homes in a cul-de-sac. World Class School District Pricing starts at $474,950.00 Taxes are approximately $11-15,000.00

In regard to your questions, our HOA fees are some of the lowest in the area! They run only $100 per month. And yes, I’m pleased to share with you that we fully sod the rear yard on all of our homes.

Write Well!Write Well!

Do you have a particular floorplan that interests you?

We have three model homes available for touring, and I would love to arrange an appointment for you to visit. May I call you to arrange a tour?

Please feel free to contact me by email at jshron@builder.com, or call me at 732-762-8484 to answer any further questions you might have about our community.

We look forward to hearing from you!

Thank you,

SIGNATURE

Telephone Contact & Direct MailTelephone Contact & Direct Mail

Plan interval contacts Keep them informed Thank you notes Event invitations Old-fashion letters Newsletters

Growing Your ListGrowing Your List

Optimize your site for emailCapture email addressesCall your prospectsVerify at every opportunity

The Perils of Email…The Perils of Email…

jen.johnson@aol.com

jean.johnson@aol.com

Dearest Wife:Just got checked in...

Everything prepared for your arrival tomorrow...

P.S. Sure is hot down here!

Contact InformationContact Information

• Janis Ehlers, The Ehlers Groupwww.TheEhlersGroup.com | Janis@TheEhlersGroup.com

• Meredith Oliver, Meredith Communicationswww.CreatingWOW.com | Meredith@CreatingWOW.com

• Josh Shron, Stampless Marketingwww.GoStampless.com | Josh@GoStampless.com