long tail marketing- dan daugherty, apartment marketer
DESCRIPTION
TRANSCRIPT
Property Information Syndication Why Your Communities Need To Be on Many Sites
The Power of Long Tail Distribution
The Classic Mullet
Skullet
Wavy hair Mullet
Camaro Mullet
Distribution of Mullet Sales – The Long Tail of Mullets
Collectively, things that are in rather low demand can rival the blockbusters.
The Blockbuster Classic Mullet
Camaro Mullet
Mullhawk
Scullet
Mullet Types
Tot
al S
ales
Wavy Hair Mullet
3 Prong Rat Tail Permullet
How Rhapsody and iTunes Changed the Music Industry
Rhapsody Data 2004 – Walmart and Rhapsody
Source: 2004 – Long Tail; Chris Anderson, MIT, Carnagie Mellon
50,000 500,000
Songs Available at both Wal-Mart and Rhapsody
Songs only available at Rhapsody
26% of Sales
The Blockbusters
Songs
Sal
es
Source: Chris Anderson - LongTail.com
The Long Tail as it Relates to the Apartment Industry
Top 100 Rental Related Sites
100
66% of Visits
Source: Compete.com - March 2008 Compete.com Data
Top 100 Rental SitesUni
que
Vis
itors
for
Mar
ch
0
Local Sites
KSL.com (SLC)
RentDenverRentinBoise4RentinLAWestSideRentalsetc....
1,300 Apartment/House Ads
Craigslist 1,600 Apartment/House Ads
Apartments for rent - Keyword Search Long Tail
Source top 200 Apartments for rent keywords on word tracker
Top 10 = 32%
Long Tail = 68%
Top 200 Apartment Search Words
March Clicks
The Blockbusters
What are the Business Implications on Being on Many Sites?
• Reach More Potential Residents • Lease out More Apartments• Experience Higher Conversion Rates• Increase your Competitive Advantage
Challenges with posting to Many Sites
1) Opportunity Cost – Time Spent Posting
FreeRentalUpdates.comPosting 10 Communities to 50 sitesUpdating WeeklyPaying $10/hour $42,469 per year
2) Human Errors – Data Distortion
3) Technology Limitations – XML, RSS, Etc
4) Economic Cost – Costly to post on many Paid Sites
Services that Solve Distribution Challenges
YesProprietary
Posting Technology
PaidEmail / Phone
YesYes60Apartment Marketer
YesXMLSet Up FeeEmail7
Free Rent Up Dates
Email / Phone
Tracking
Paid
Free
Paid
Cost
XML
XML
XML
Technology
4Rental
Address
8Postlets
7Vflyer
Compatible w/ Third Parties
Free + Paid Sites
Local SitesDistribution
PartnersSolutions
Tips for Achieving the Best Results when Syndicating
1. Multiple Floor plans per community2. Ad Writing Tips
• Creative Headline•Strong Call to Action
1. Description• What is your 10 second elevator pitch
• Photos•First photo (thumbnail) – Best Representation
1.Tracking1.Quantify advertising spend. Track phone and email leads
What will ads look like on Many Sites?
Search EnginesRental SitesClassifieds
Search Engines
Search Engines
Search Engines
Rental Sites
Search Results Page
Rental Sites
Search Results Page
Classifieds
Classifieds
Key Take-A-Ways
• The long tail is everywhere and can rival the blockbusters
• long tail = a significant percentage of potential residents
• It is important to be on the head of the tail as well as the long tail
• There are solutions to help reach many rental and classifieds sites
