III. Lead Tracking and Management Tools

• Call Source: Tracks sources for phone leads and records phone calls

• Vaultware: Real time unit availability and pricing• Lead2Lease: Lead management system• Level One: 24/7 call center• Google Analytics: Measures traffic to property website

Vaultware Lead2Lease

Website Metrics – Google Analytics

IV. Community Outreach & Advertising

Free community outreach• Churches• Community Centers, Housing Agencies, Medical

Offices• Retailers – grocery stores, pizza delivery

Free/Inexpensive paid advertising• Bozzuto.com (corporate website, basic templates)• Craigslist, Facebook, Twitter• Blind ads (list income restrictions but not specific

community name)• Senior Beacon, Express, The Examiner, The Gazette• Radio advertising

Bozzuto.com

Paid Advertising

• Internet Advertising:– Google/Yahoo pay-per-click – Craigslist enhanced listings– Apartments.com– ApartmentShowcase.com– ApartmentGuide.com– ForRent.com– WashingtonPost.com– Rent.com– 4WallsinDC.com– MyNewPlace.com– Facebook.com– Yahoo Local– Google Maps– Capture the Market Videos

• Print Advertising:– Washington Post – Apartment Showcase– Apartment Guide– For Rent Magazine

• Mass Transportation Signage:– WMATA (rail or bus)

Internet Advertising

Internet Marketing Tools – Email Campaigns

V. Best Practice Recommendations Develop an organized marketing campaign (branding, collateral

materials, ad sources, etc.)

Ensure thorough understanding of competitive properties (location, rents, features/amenities, concessions, etc.)

Focus on positive future resident and current resident experience (hospitality, signature services, etc.)

Hire a professional and knowledgeable staff (dress code, interpersonal and marketing skills, etc.)

Maintain a clean and inviting property (fresh scents, manicured landscaping, etc.)

Establish partnerships with housing agencies, local employers and advertising vendors

Continue driving traffic with ad sources to establish on-site waiting list