Today’s Renter… And how to win their loyalty

MobileMobile, mobile, mobile and why

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

Today’s Renter is “mobile”

How do Renters Engage?

How do Renters Engage?3 Key Ways…

How do renters engage?

1. Location based search

How do renters engage?

1. Location based search

2. Viewing Photos

How do renters engage?

1. Location based search

2. Viewing Photos

3. Filters

How do renters engage?

1. Location based search

2. Viewing Photos

3. Filters

•Most popular filters: • National• Some city highlights

Survey:How often do you use your devices?

98% of renters used their mobile Device at least once a week in

their home search

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?

How to win renter loyalty?

Value their time. Engage them when, and how they want to

engage you. Mobile.

Property WebsiteMust haves for your property website

Property Website Essentials

• Brand and Content Management• SEO structure• Optimized for mobile• Video Integration• Apply Online• Prospecting• Resident Access

Brand & Content Management

Search Engine Optimized Structure

Mobile User Experience

Responsive Design

DesktopTablet

Phone

HD Video Tours

The Process

1. Script

2. Picking the TV Host

3. Lights, Camera, Action!

4. Video Editing

5. Market That Video

Prospect

Apply Online

Resident Access

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?

How to win renter loyalty?

Value their time. Your website expedites every step of the renter lifecycle. Create an essential website.

Lead ManagementLead tracking and why asking "how did you find us?" won't get you the answer

NHMC OpTech – Top Tweets

37% of leads industry-wide are not followed up on. – @brentwilliams2

Lead Tracking

• Lead Acquisition• Lead Management•Prospect Follow-up•Reporting

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)

Lead Management

Prospect Follow-up

Reporting

• Analyze performance and conversions• New reporting paradigms

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.

The new ILS landscapeAnd predictions for the next 3 years

ILS prognostication

• You’ll see more consolidation• New business models will emerge• A change of the guard• Power goes back to the Professional

You vs. Craigslist (round 5)

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

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?

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

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?

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.

Home Buyer vs. RenterHow a home buyer's behavior differs from a renter's

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

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On-site.com