apartment guide 2011 marketing update

Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved.

Marketing SummitPartners for Success


Goal

2

INTERNET PRINTMOBILE


Media Habits Have Changed

There’s an evolution in media, and it’s

moving toward digital. It’s just the way of

The world. It’s all born of immediacy.

Publishing cycles just really don’t work

anymore, fundamentally. If people have

a choice of getting info when they want

versus when they have to, of course

they’re going to choose when they want…

–Business Week, November 2010

3

“

”


The Evolution From Print-centric…

4

To A Digital-Based Media Company

Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. 5

5 Reasons Why You Made The Right Decision

1. Apartment Guide is investing more money and resources than ever to drive more potential renters to you.

2. We’re listening to the consumer.

3. We’re creating innovative products that meet your needs.

4. You can measure and track your ROI.

5. Apartment Guide is sending you more potential renters than ever before.


Apartment Guide is Investing More Money and Resources Than Ever to Drive More Potential Renters to You

#



How We Drive Leads to You

7


Why is Search Important?

Market Overview

8

Google still dominates

Top U.S. Search Sites % of Total Searches(September 2010)

Google 65%

Yahoo! 17%

Microsoft 12%

Ask 4%

AOL Search 2%Source: comScore qSearch, September 2010


MultifamilyInsider reported the Top Rental Sites based on SEO rankings for top industry key word searches:

Apartmentguide.com #4

RentalHouses.com #7

Source: www.MultifamilyInsider.com 2010 Top Rental Sites

Apartment Guide, ApartmentGuide.com and Rentals.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10

We Own 25% of All Rental Searches

http://www.MultifamilyInsider.com/


SEOSearch Term: “apartments in Philadelphia”



Almost 70% of Marketers Say They Will Invest More $ in Banner Advertising

11


Social

Feeds

Display

Advertising.comSearch

We’re Investing Across Web Media

http://www.xplusone.com/


Another Opportunity for Renters to Find Out About You

• Our goal is to be the ultimate destination for information about living, looking for or moving to an apartment


Your Picks, Your Place Sweepstakes

Summer Promotion• Partnered with four featured

bloggers to select items to fit various design themes, including modern, traditional, retro and shabby chic.

• Every two weeks, a new room and the blogger’s picks will be unveiled and consumers can vote for their favorite designs.

• Over 90,000 entries to date!


Apartment LivingBlogger Challenge:

• May: “A New Place For Your Pet”Bloggers created a special place just for their pets

• June: “Smart Storage Solutions: Control the Clutter”Bloggers will organize a space or room using bins, shelving and other tools

• June: “Passion for Saving”Cost-cutting tips and tricks

Apartment Therapy partnership: • Leading online destination for

apartment living and design


Facebook Growth

01/03/1

1

01/10/1

1

01/17/1

1

01/24/1

1

01/31/1

1

02/07/1

1

02/14/1

1

02/21/1

1

02/28/1

1

03/07/1

1

03/14/1

1

03/21/1

1

03/28/1

1

04/04/1

1

04/11/1

1

04/18/1

1

04/25/1

1

05/02/1

1

05/09/1

1

05/16/1

1

05/23/1

1

05/30/1

1

06/06/1

1

06/13/1

1

06/20/1

1

06/27/1

1

07/04/1

1

07/11/1

10

2,000

4,000

6,000

8,000

10,000

12,00011,313

6,257

512

2,591

10,155

1,201

Apartment Guide

ForRent.com

Rent.com

Apartment Finder

Apartments.com

MyNewPlace


Twitter Growth

01/03/1

1

01/08/1

1

01/13/1

1

01/18/1

1

01/23/1

1

01/28/1

1

02/02/1

1

02/07/1

1

02/12/1

1

02/17/1

1

02/22/1

1

02/27/1

1

03/04/1

1

03/09/1

1

03/14/1

1

03/19/1

1

03/24/1

1

03/29/1

1

04/03/1

1

04/08/1

1

04/13/1

1

04/18/1

1

04/23/1

1

04/28/1

1

05/03/1

1

05/08/1

1

05/13/1

1

05/18/1

1

05/23/1

1

05/28/1

1

06/02/1

1

06/07/1

1

06/12/1

1

06/17/1

1

06/22/1

1

06/27/1

1

07/02/1

1

07/07/1

1

07/12/1

1

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

6,193

2,423

1,370

535

2,895

1,396

Apartment Guide

ForRent.com

Rent.com

Apartment Finder

Apartments.com

MyNewPlace


• Extends your reach to multiple platforms

• Leverage the power to reach the millions of Facebook® users

• Gives prospective renters a way to easily search for an apartment and communicate with their friends and family regarding their apartment search experience

Facebook® Search with Friends on Apartment Guide


Twitter Other SM Channels

Facebook E-Mail0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Total Shares By Channel

How People Share

Why is Email Important?Email is a great sharing tool

• Email is still the favorite way for consumers to share information with friends & family

• 84% of Millennials say email is still their first choice as a communications tool

• Smartphone users spend more than 40% of their time checking email

How People Share Information

19

*Source: Marketing Profs, Email Trump Social Media for Sharing, December 2010

Email is the preferred search


More Targeted, Relevant Leads For You

• Campaigns: targeted messages revolving around a consumer lifestage event, moving

• Triggered campaign: 8 Touchpoints, from Lead Submission to Move in

• Weekly newsletter, seasonal topics

20


We’re Listening to the Consumer#


Apartment Guide’s Mobile Reach

Android* iPad* mobile WebiPhone*

o Apartment Guide Mobile has full mobile coverage: iPhone, Android, iPad & mobile Web

o Apartment Guide Mobile App* Downloads: Over 1.35 Million

o 18% of visits came from a mobile Operating System


Mobile App Download Growth

First to market - iPhone, Android and iPad

Q3 2008

Q4 2008

Q1 2009

Q2 2009

Q3 2009

Q4 2009

Q1 2010

Q2 2010

Q3 2010

Q4 2010

Q1 2011

Q2 2011

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000


We’re Creating Innovative Products That Meet Your Needs

#



Dominate Your Local Search Results With A Spotlight

• Prominent placement above all localsearch results within the market

• Includes large photo, marketing message, and direct links to video and photo galleries

• Includes 200 points and diamond tier placement

Advertiser Need: Lease up , New Construction


Banner Advertising

Advertiser Need: Traffic Driver, Brand Awareness

Philadelphia, PA

Philadelphia, PA


Apartment Guide, ApartmentGuide.com and Rentals.com are registered trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2011. All rights reserved. Apartment Guide and ApartmentGuide.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10Apartment Guide and ApartmentGuide.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10Apartment Guide, ApartmentGuide.com and Rentals.com are trademarks of PRIMEDIA Inc. Other company and product names may be trademarks of their respective owners. © PRIMEDIAInc.2010. All rights reserved. 7/10

Lead Mail

Turnkey Marketing Solution•Determine audience you wish to target by

selecting particular zip codes•All creative is developed by Apartment Guide – Just review and approve your e-mail•Apartment Guide sends e-mail

Highly Targeted Reach• Opportunity to tap into our database of millions of potential renters

Minimal Investment• Price begins at $499• Program options include 2,500, 5,000 & 10,000 emails

Advertiser Need: Special Offers, Lease Up



#You Can Measure and Track Your ROI



Concise, easy-to-use lead tracking and business intelligence reporting to validate the value of your investment:• Performance details• Dashboard reports• Email and Phone lead details• Leads by hour, day and type• Property and management

company level reporting

My.Apartment.Guide Is Your Tool That Instantly Tracks Your Leads


How does it work?

• You will receive a branded Apartment Guide email lead.

• Click on “Reply to This Prospect” and a reply form will pop-up.

• The prospect will receive an e-mail reply from you.

• Log into My.ApartmentGuide.com to view the enhanced E-mail Lead Details report.

• If you’d like to receive plain text e-mails, simply log in to update the preferences on your Web ad.

Valuable Tracking Services: HTML Leads


Apartment Guide Is Sending You More Potential Renters Than Ever Before

#



Internet Leads Have Grown More Than 5x Since August ‘08

August-08

October-08

December-08

February-09

April-09

June-09

August-09

October-09

December-09

February-10

April-10

June-10

August-10

October-10

December-10

February-11

April-11

June-11

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000


*Based on June 2011 comScore Real Estate category of sites as custom-defined by PRIMEDIA: PRIMEDIA Apartments/Rentals Network, Rent.com, Apartments.com, ForRent.com Sites, MyNewPlace.com, NCI Rental Sites and Move.com Rentals.

• comScore Reported that PRIMEDIA’s Apartments/Rentals Network generated more than 5.2 million unduplicated unique visitors in June 2011.

• Since launching the PRIMEDIA Apartments/Rentals Network in May 2009, ApartmentGuide.comhas consistently been ranked in the top 2.

Leading the Way with the Largest Number of Unique Visitors


Local comScore: How Many Cities are We #1 in?Most unique visitors – June 2011

51 Cities

35 Cities

6 Cities

4 Cities

1 City

0 Cities

4 Cities

http://www.rent.com/

http://www.apartments.com/














Driving More Value Than Ever Before

Fort Lauderdale 85 105 52%For Myers 49 84 54%Jacksonville 59 79 82%NW Florida 63 106 53%Orlando 69 95 45%Tampa 65 79

35

Leads Per Property

June 2011

Leads Per Property

June 2009

Leads Per Property

% INCREASE

*Source: Primedia Internal Data



It’s Simple….Where Would You Rather Be?

36


Dedicated to Helping You Exceed Your Business Goals


apartment guide 2011 marketing update

Real Estate

philadelphiaapartment

youapartment guide

potential renters

rental sitesapartment

product names

digitalbased media company

respective owners

web media