Top 3 Megatrends Altering the Multifamily Marketer s Mindset. Sponsored by

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2 Top 3 Megatrends Altering the Multifamily Marketer s Mindset Sponsored by

3 Meet The Experts Maria Filippone Director of Marketing Peak Campus Barrie Nichols Vice President, Leasing and Marketing University Student Living Steven Ozbun President and Managing Partner LeaseLabs

4 What We re Talking About 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 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

5 Current State Of Consumer Behavior

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

7 Current State of Consumer Behavior Global mobile penetration is projected to reach 70% of the total global population by 2022

8 Current State of Consumer Behavior 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

9 Current State of Consumer Behavior

10 Current State of Marketing

11 Current State of Marketing Messenger Apps

12 Current State of Marketing Messenger Apps

13 Current State of Marketing Messenger Apps Facebook is aiming to monetize it s Messenger app of 8 billion active users with in-app advertising and mini-apps

14 Current State of Marketing Messenger Apps

15 Current State of Marketing Messenger Apps Messenger Ads Messenger Games

16 Current State of Marketing Influencer Marketing

17 Current State of Marketing Influencer Marketing On a global basis, influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022

18 Current State of Marketing Influencer Marketing

19 Current State of Marketing Influencer Marketing for Student Housing Micro-Influencers 50,000 Followers or Fewer

20 Current State of Marketing Influencer Marketing for Student Housing

21 Megatrend #1 People Based Marketing

22 People Based Marketing 4P s Product Price Place Promotion 4C s Choice Convenience Cross-Device Creative Storytelling

23 People Based Marketing U.S. Student Housing Occupancy Rate *Multihousing News

24 People Based Marketing Increase In Student Housing Inventory *CoStar **NCES

25 People Based Marketing 4P s Product 4C s Choice

26 People Based Marketing

27 People Based Marketing Radius Wahu

28 People Based Marketing

29 People Based Marketing 4P s Price 4C s Convenience

30 People Based Marketing

31 People Based Marketing Delivery App Users

32 People Based Marketing Average Revenue Per User

33 People Based Marketing

34 People Based Marketing 4P s Place 4C s Cross-Device

35 People Based Marketing 65% of consumer begin the path of purchase on a smartphone 61% of those continue on a PC/Laptop 4% continue on a tablet

36 People Based Marketing 4P s Promotion 4C s Creative Storytelling

37 People Based Marketing GeoTargeting Search Engine Marketing (PPC) Marketing On average, 5 to 7 brand impressions are necessary before someone will remember your brand Lucid Press Content Marketing Reputation Management Social Media Optimization (SMO) Search Engine Optimization (SEO) Websites Branding & Creative

38 People Based Marketing

39 People Based Marketing Tell A Story. Become Memorable.

40 Megatrend #2 Intricate Customer Journeys

41 Intricate Customer Journeys Consumer Behavior Once upon a time, the online customer journey was undertaken on one device the laptop.

42 Intricate Customer Journeys It takes marketing and brand touch points to deliver a qualified lead to sales. Salesforce

43 Intricate Customer Journeys Sample Touchpoints A physical connection, such as walking by your apartment as it s being built Seeing an ad, either physical or digital Seeing a logo, maybe as a sponsor or on a brochure Viewing social media posts Receiving e-newsletters or other marketing pieces A phone call

44 Intricate Customer Journeys

45 Intricate Customer Journeys

46 Intricate Customer Journeys

47 Intricate Customer Journeys Why Haven t Marketers Tracked Cross-Device Journeys? Cookies are not interchangeable between devices

48 Intricate Customer Journeys Why Haven t Marketers Tracked Cross-Device Journeys? USER ID

49 Intricate Customer Journeys What s Next? Cross Device Optimization Two Methodologies: 1. Probabilistic Matching 2. Deterministic Matching

50 Intricate Customer Journeys Cross Device Optimization 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

51 Intricate Customer Journeys Cross Device Optimization Deterministic Matching Uses a user s personally identifiable information to create a link between devices. If you use the same address to log in to both an app and a website on separate devices, you can be tracked and targeted.

52 Intricate Customer Journeys Cross Device Optimization Deterministic Matching In Google Analytics

53 Intricate Customer Journeys Customer Journey Mapping Exercise Property: Vue on Stadium Drive Location: Fayetteville, AR School: University of Arkansas Analyzed Website Data:

54 Intricate Customer Journeys All Form Submissions Broken Down By: -New Visitors -Returning Visitors -Device

55 Intricate Customer Journeys Key Takeaways: 70% Of Conversions Occurred On A Desktop 58% of Conversions Occurred From First-Time Visitors

56 Intricate Customer Journeys Customer Journey Mapping Exercise Channel Interactions

57 Intricate Customer Journeys Top 5 Digital Touchpoints Before Converting

58 Intricate Customer Journeys 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.

59 Share Your Thoughts on This Session How are we doing?

60 Session/Speaker Survey

61 Megatrend #3 Bottom Line Analytics

62 Bottom Line Analytics: CRO 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

63 Bottom Line Analytics: CRO

64 Bottom Line Analytics: CRO Newsletter Signup Micro Conversions Macro Conversions

65 Bottom Line Analytics: CRO Path To Conversion 1. Home 2. Specials 3. Floor Plans 4. Gallery 5. Contact

66 Bottom Line Analytics: CRO Custom Newsletter Sign Up Page

67 Bottom Line Analytics: CRO How do you take your Macro-Conversions a step further? Instant Gratification

68 Bottom Line Analytics: CRO

69 Bottom Line Analytics: CRO Form Submission Apply Now CTA

70 Bottom Line Analytics: CRO CRO Best Practices for Student Housing FOMO: Fear Of Missing Out

71 Bottom Line Analytics: CRO CRO Best Practices for Student Housing FOMO: Fear Of Missing Out 1. Making exclusive offers 2. Time limits 3. Displaying limit on number of products left Amazon King of ecommerce FOMO

72 Bottom Line Analytics: CRO CRO Best Practices for Student Housing Limited Quantity

73 Bottom Line Analytics: CRO CRO Best Practices For Student Housing 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.

74 Bottom Line Analytics: CRO Reviews Top Of Page

75 Bottom Line Analytics: CRO Reviews Bottom Of Page

76 Bottom Line Analytics: CRO

77 Thank You

78 Contact Information Maria Filippone Barrie Nichols Steven Ozbun