Before an effective marketing plan can be designed, it is important you do your homework, writes LAURETTA LANGLEY, a multi-housing specialist. She said that a well conceived marketing campaign would be a terrific motivator for staff, new leases and those treasured residentsA REVIEW of the guest forms revealed that at least 90per cent of the traffic (visitors) was 'drive- by.' When the staff was questioned about how they handled that typical and boring response, a collective look of bewilderment was our answer. OK, wrong approach the question was rephrased to 'where are you currently advertising'''Well, we're in the newspapers and on the Internet.' Now, we were getting somewhere! Is the Internet the one the Newspaper does or is it with Dealfish' Nobody could answer that difficult question but they did know that the Internet advert had the wrong price on it. A prospective resident had called and became irate when the advertised rent was no longer being offered.It seems the Marketing director had not returned after her maternity leave and she handled all the advertising. Not even the Property manager knew exactly where the ads were running.She did, however, know that they were over budget. After a review of her advert payment records, we finally knew the answers. Nothing was written down and the staff was totally in the dark. Not only were they embarrassed, but also they were all in fear of losing their jobs.What a terrible position the staff was in! How could they possibly track the results of their advertising if they didn't know in which publications they were using' The second glaring problem that surfaced was that all the adverts had a different theme.Some had the wrong rents and some didn't even have telephone numbers or correct amenities listed! They were sending out mixed messages and they did not even know it! There was no targeted marketing. The approach was a 'hit or miss' approach and totally ineffective. It was no surprise that their capture rates were less than 25per cent.Of course, there were a number of other issues that needed to be addressed but this was a good place to begin. Before an effective marketing plan can be designed, it is important you do your homework. Does that sound like too much work' Think about this ' you use a road map when going on a trip to a new destination, right' A good Marketing plan is no different. You know your goal, now how do you get there'Step I: Look at your property from a consumer's point of view. One trap we all fall into is complacency. We drive into our properties on 'automatic pilot' and fail to notice that the main ID has begun to fade, the flags have a few rips and the pansies can no longer be identified!There may be some trash on the grounds. Excellent curb appeal is always crucial! What about the office' Does it have a pleasant aroma' Remember scent sells. It's one of those subliminal messages that can tell a prospect 'this place is not well taken care of' or it can be fresh, clean and welcoming. Our offices should convey warmth and efficiency. Are the desks tidy, the brochures artfully displayed, and most importantly, is the staff happy to be there'Next, inspect the model or show units. If you don't have a prepared show unit, it is imperative that you do. What message do they convey' Don't forget that your model's dcor should be just slightly above what your prospect can actually afford. It should say, 'Lease me and your home can look like this.'The floors and countertops should shine. All eucalyptus, potpourri, et cetera, should be replaced to provide an inviting fresh scent. Pay attention to the marketing path. That too should be crisp and appealing. Update and visit your competitors. Are they upgrading' What kind of upgrade' Have their rents changed' How do they look compared to yours' Are your rents in line'Brainstorm with your associates. What are the best points of your property' What do you have that makes it special' Look at your resident profile. Who lives there now' Where do they work' Are there major employers lurking in your files that you have completely overlooked' Define your target market!Define on a theme that is catchy and different. It should highlight what you want to feature, for instance, 'Come Grow With Us' (pretty grounds, a garden, a family property), 'Reflect Your Style' (If you want to sell snob appeal, an upscale community). The most important element to remember is the target market. What do you have that will entice that target to choose your property'Step II: Plan your strategy. Will you need to advertise' Which advertising vehicle does your target pick up' Review your guest forms ' where did those prospects come from' Which apartment magazine or newspaper has the best distribution in your area' Which will net the most leases'City newspapers work better in some markets than in others. Call a couple of properties that are already in there and ask if they're as generated qualified traffic. Check into profile specific newspapers. Maybe you need to buy space in a major employer's newsletter. Do your homework! Don't just automatically buy advertising space because it worked at your last property!Incorporate your theme in all advertising and promotions. You need consistency.One of the most effective tools is off-site marketing. An attractively designed flyer with the theme is very important. It should capture your prospect's attention, not because it is hot pink, but because it is a thoughtfully designed piece. Always publish your rents ' your staff does not need to practice on over-qualified or under-qualified callers!Outline the businesses the off-site person will visit and be sure that person goes out as often as necessary! These pretty flyers will not work if they aren't distributed to your target market.Depending upon the number of vacancies, you may want to order some 'giveaways.' The depth of your campaign should depend upon the number of vacancies you will need to fill.Step III: Prepare a budget! Know exactly what your campaign will cost and be prepared to explain your reasoning to 'the powers that be.'Remember that managing resident (tenant) starts from when your resident leases ' be sure you don't promise too much and fall short on delivery. When you are brainstorming, come up with new ideas on resident services and budget for anything that will cost money.Finally, after your plan has been approved, implement it! Get the entire staff involved and excited! A thoughtfully conceived marketing campaign would be a terrific motivator for staff, new leases, and those treasured residents you want to keep!'Langley is a Leasing, Marketing and Management Consultant
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