S T E V E N O Z B U N President of LeaseLabs

by RealPage

UKAA 2020

Client : VICI

S T E V E N O Z B U N

BRAND MARKETING 2020Transforming the path to rent through GoDirect marketing

What We’re Talking About

Today

• Current State of Consumer Behavior & Marketing

• Current State of Marketing & Technology

Marketing Megatrends

• People Based Marketing

• Intricate Customer Journeys

• Bottom Line Analytics

• GoDirect Marketing

Q & A

TodayC U R R E N T S T AT E O F C O N S U M E R B E H A V I O R

TodayC U R R E N T S T AT E O F M A R K E T I N G & T E C H N O L O G Y

Micro Macro

• Minimum of 100,000 followers

• Famous, such as celebrities

• Brand positioned in front of

millions of people, great for

visibility and awareness

• 1,000 to around 100,000 followers

• More authentic “normal” people

• Higher audience engagement rates

• Lower price point

Marketing Megatrends

The 4 Ps

The 4 Cs

People Based Marketing

4P’s

Product

Price

Place

Promotion

4C’s

Choice

Convenience

Cross-Device

Creative Storytelling

ChoiceProduct

Net quarterly income rose by

Sales up

€ 590,000in the week after after rebrand

€ 17 millionin the first quarter

Price Convenience

Tiny things

Place Cross Device

Promotion Creative Storytelling

10 Companies That Give Back

Tell A Story.

BECOME MEMORABLE

Deterministic Probabilistic

MATCHING

1. Mobile-Tablet-Desktop

2. Mobile-Desktop

3. Mobile-Desktop-Mobile

4. Mobile-Tablet

5. Mobile-Desktop-Tablet

Conversion Rate OptimizationM A C R O v s M I C R O

Brand Brilliance

Steps to Creating a Powerfully Authentic Brand1. Have a Clear Identity

Steps to Creating a Powerfully Authentic Brand2. Focus on Your Audience

Steps to Creating a Powerfully Authentic Brand3. Be Consistent

Steps to Creating a Powerfully Authentic Brand4. Keep Your Promises

Investing in GoDirect Marketing StrategyAlexis Murrell | Olympus Property

Founded in 1992

17,000+ units across ten states

Luxury apartment living

Portfolio is valued at over $3 billion

AR FL

CAUT AZ GA

NMOK

TN

TX

Olympus Property in 2014

Olympus Property GoDirect Marketing Stack

Scrolling Page Architecture WebsiteSocial Media Optimization

Geotargeting + Retargeting Web2Print Social

Search Engine Optimization Search Engine Marketing

Olympus Property GoDirect Marketing StackPortfolio-Wide Traffic

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7 2 0 1 8 2 0 1 9 *

SESS

ION

S/U

SER

S

Sessions Users

• ↑ Strong growth in users and sessions

• ↓ On track for a 40% reduction in ILS spend per

property over the last 4 years

*2019 values based on current projections

20

7,6

30

1.7

5 m

illio

n

3.9

2 m

illio

n

6.4

9 m

illio

n

2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7 2 0 1 8 2 0 1 9 *

PAG

EVIE

WS

Olympus Property GoDirect Marketing StackYearly Pageviews

25

.76

mill

ion

Olympus Property’s total pageviews per year has

increased by over 12,000% since

2014.

*note – 2018 New SPA Website

*2019 values based on current projections

31

.02

mill

ion

3.0

1

3.0

2

2.6

5

2.8

8

2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7 2 0 1 8 2 0 1 9 *

PAG

ES/S

ESSI

ON

Olympus Property GoDirect Marketing StackAverage Pages/Session

8.8

The averages number of page views per session has

increased by over 194% since

2014.

*note – 2018 New SPA Website

*2019 values based on current projections

8.8

6

69

34

21

2 0 1 6 2 0 1 7 2 0 1 8

CO

ST P

ER L

EAD

COST PER INBOUND LEAD

Olympus Property GoDirect Marketing StackOverall Lead Generation

Cost Per Lead

$69

$21

1,087

2,226

Decreased cost per lead by 70%

Increased inbound leads by 105% in two years

Inbound Leads Per Property

2016

2018

Questions?Thank You