today's renter
TRANSCRIPT
Mobile, mobile, mobile and why?
• Real-world tips on what you should be doing (now!) to cater to the mobile renter
Mobile, mobile, mobile and why?
• Real-world tips on what you should be doing (now!) to cater to the mobile renter
• Learn how renters engage on mobile platforms; what features they want, what prices are most searched for and more
How do renters engage?
1. Location based search
2. Viewing Photos
3. Filters
•Most popular filters: • National• Some city highlights
On-Site Mobile Traffic
2012 to 2013
• Desktop traffic increased by 10%
• Mobile traffic increased by 275%
• Tablet traffic increased by 75%
On-Site Mobile Traffic
2013 Mobile Analytics Summary
• 2.6 Pages/Visit
• Avg. Visit Duration: 2 minutes, 33 seconds
• iOS Apple: 15% of total traffic
How to win renter loyalty?
Value their time. Engage them when, and how they want to
engage you. Mobile.
Property Website Essentials
• Brand and Content Management• SEO structure• Optimized for mobile• Video Integration• Apply Online• Prospecting• Resident Access
HD Video Tours
The Process
1. Script
2. Picking the TV Host
3. Lights, Camera, Action!
4. Video Editing
5. Market That Video
Renter Loyalty
An attractive, well designed website that can be found by search engines leads to a good user
experience for prospective renters.
Renter Loyalty
An attractive, well designed website that can be found by search engines leads to a good user
experience for prospective renters.
Convenient resident access 24/7 to pay rent, manage work orders and review renewal offers
on a mobile optimized platform increases resident retention.
How to win renter loyalty?
Value their time. Your website expedites every step of the renter lifecycle. Create an essential website.
Lead Acquisition
• Communication options• Web form – Data collection• Phone call (Local or Toll-free number options)• Email• Click-thru to website• Direct data entry (in-person visit)
How to Win Renter Loyalty
Adopting an online lead tracking and management solution with tools that facilitate guest card
follow-up increases renter confidence in the sales process.
ILS prognostication
• You’ll see more consolidation• New business models will emerge• A change of the guard• Power goes back to the Professional
Craigslist and You
What Happened?• Craigslist no longer supports common HTML tags
and external images for all posts in the Housing section of the Craigslist website
Craigslist and You
What Does this Mean?• All Craigslist users, including On-Site Posting Tool
users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings
Craigslist and You
What Does this Mean?• All Craigslist users, including On-Site Posting Tool
users, can no longer market their communities with posts featuring advanced layouts, tables, colors and embedded images. These policy changes also prevent us from tracking your ad views and ghosted listings • The Posting Tool remains seamlessly integrated into
your browser, incorporating the latest pricing and availability information from your marketing dashboard when creating ads
Craigslist and You
How is On-Site Responding?• To prevent users from having their ads blocked or
ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool
Craigslist and You
How is On-Site Responding?• To prevent users from having their ads blocked or
ghosted by Craigslist, we’ve removed all templates featuring unsupported HTML tags from the Posting Tool• Posting Tool’s built-in safeguards by making our
text-only templates available at all times
Aftermath from the Storm
• Start-ups angling to grab a piece of the apartment search market• Prospective renters still
gravitate to Craigslist
Aftermath from the Storm
• Start-ups angling to grab a piece of the apartment search market• Prospective renters still
gravitate to Craigslist
• Our competition is in the same boat
What’s the Plan?
• On-Site will focus on our relationships and partnerships with up and coming start-ups
What’s the Plan?
• On-Site will focus on our relationships and partnerships with up and coming start-ups• Technology solutions for enhanced posting
process (photo upload, links, etc.)
What’s the Plan?
• On-Site will focus on our relationships and partnerships with up and coming start-ups• Technology solutions for enhanced posting
process (photo upload, links, etc.)• Phone number tracking
What’s the Plan?
• On-Site will focus on our relationships and partnerships with up and coming start-ups• Technology solutions for enhanced posting
process (photo upload, links, etc.)• Phone number tracking• Posting templates that adhere to the new
rules
Performance Impact
Before• 10/1 - 11/5• 310k visits• 240k unique visitors• 830k Page Views• 2.7 pages/visit• 2:26 avg visit duration• 72% New Visits
Performance Impact
Before• 10/1 - 11/5• 310k visits• 240k unique visitors• 830k Page Views• 2.7 pages/visit• 2:26 avg visit duration• 72% New Visits
• Top referring sites for traffic• Google, Direct, Bing, Yahoo, SF
Craigslist, Seattle Craigslist, Sacramento Craigslist, Portland Craigslist
Performance Impact
After• 11/6 – 12/15• 297k visits• 230k unique visitors• 844k Page Views• 2.8 pages/visit• 2:36 avg visit duration• 71% New Visits
• Top referring sites for traffic• Google, Direct, Bing, Yahoo,
Yelp, Trovit
Before• 10/1 - 11/5• 310k visits• 240k unique visitors• 830k Page Views• 2.7 pages/visit• 2:26 avg visit duration• 72% New Visits
• Top referring sites for traffic• Google, Direct, Bing, Yahoo, SF
Craigslist, Seattle Craigslist, Sacramento Craigslist, Portland Craigslist
How to win renter loyalty?
Establish a presence where your renters are searching and maintain a current toolset that adapts with the changing
ILS ecosystem.
Differences
• Decision cycle is longer• 6M before purchase• Fewer contacts• Complicated process• 5-7 year avg. time in a
house• Ages tend to be 30+• Patient (depends)
Buyers
Differences
• Decision cycle is longer• 6M before purchase• Fewer contacts• Complicated process• 5-7 year avg. time in a
house• Ages tend to be 30+• Patient (depends)
Buyers Renters• Shorter window• 3-6 weeks•Many more contacts• Simpler process• 1-3 yr average time
before move• 22+• Impatient
Learn more
Lead Management Property Websites AdBlast
A C B
On-site.com