appfolio webinar: transform your marketing: strategies for the modern property manager
TRANSCRIPT
YOUTILITY
Grow Your Business with Help, Not Hype
#AppfolioChat @JayBaer @EricaCampbell
Being a Great Marketer is Harder Than Ever
#AppfolioChat @JayBaer @EricaCampbell
3 Reasons Why…
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1. Consumer Behavior Change
#AppfolioChat @JayBaer @EricaCampbell
(415) 655-0059 Access Code: 449-241-584 @HomesPro #SecretsWebinars
@JayBaer @EricaCampbell Youtility for Real Estate
1977: 31.5 rating
(415) 655-0059 Access Code: 449-241-584 @HomesPro #SecretsWebinars
@JayBaer @EricaCampbell Youtility for Real Estate
2014: 6.9 rating
2. Real-time Reputation
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
Reputation management is a spectator sport
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3. Enormous competition for attention
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#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
You are competing against people we actually LOVE
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What should you do now?
#AppfolioChat @JayBaer @EricaCampbell
Stop trying to be amazing, and start being useful
#AppfolioChat @JayBaer @EricaCampbell
The difference between help and hype is just two letters, but they make ALL the difference
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
$150,000 in new leases
(415) 655-0059 Access Code: 449-241-584 @HomesPro #SecretsWebinars
@JayBaer @EricaCampbell Youtility for Real Estate @jaybaer
YOUTILITY
Youtility is marketing so useful, people would pay you for it
#AppfolioChat @JayBaer @EricaCampbell
#1 real estate book on Amazon
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We need more information than ever
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#AppfolioChat @JayBaer @EricaCampbell
Relationships are created with information first, people second
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ManausaUSA.com
#AppfolioChat @JayBaer @EricaCampbell
#AppfolioChat @JayBaer @EricaCampbell
Teach better and you’ll sell more
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Create YoutilityThroughout the Funnel
#AppfolioChat @JayBaer @EricaCampbell
(415) 655-0059 Access Code: 449-241-584 @HomesPro #SecretsWebinars
@JayBaer @EricaCampbell Youtility for Real Estate
Top of the funnel Youtility
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NakedPhilly.com
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TheCassinaGroup.com
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Middle of the funnel Youtility
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Decentralize your Youtility
TacomaJones.com
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#AppfolioChat @JayBaer @EricaCampbell
Bottom of the funnel Youtility
#AppfolioChat @JayBaer @EricaCampbell
(415) 655-0059 Access Code: 449-241-584 @HomesPro #SecretsWebinars
@JayBaer @EricaCampbell Youtility for Real Estate
New customers read 105 pages on average
Riverpoolsandspas.com
The Bozzuto Group
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Transparency and Humanity are Differentiators
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#AppfolioChat @JayBaer @EricaCampbell
Give Yourself Permission to Make the Story Bigger
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Youtility is a Process, not a Project
24.7% sales increase
Youtility is a Process, not a Project
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The ForRent.comYoutility Journey
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#AppfolioChat @JayBaer @EricaCampbell
Developed Personas
Identified Gaps in Content &
Brainstormed
Built an Editorial Calendar
Top of the funnel
Top of the funnel
Middle of the funnel
eGuide
Infographic
Blog Post
Series
Facebook Media BuyPinterest Contest
Bottom of the funnel
Are You Ready to Create Marketing So Useful, People Would Pay For It?
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#1 real estate book on Amazon
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Questions?
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