by threshold | Jan 13, 2015 | All, Tech/Web
Writing a blog is tough work. Not the actual writing part of the blog, nor the creation of the content calendar. The tough part is sticking to it. Sometimes I wish there was a “blog trainer,” you know, someone to tell me to write 15 more words or to get off my lazy butt and get to work. Surely if it works to get folks into shape, it could also work to get businesses into better shape.
A blog, or any piece of content for a website, is a critical part of the website’s success. The old adage “build it and they will come” definitely does not apply to a website. With the growing level of competition in residential housing, owning a website that is found in search results is critical to NOI. Your digital marketing strategies are now the top priorities in any marketing plan. So, why is it that content will help you maintain a successful website?
Every year, Searchmetrics, the global leader in SEO marketing and analytics for enterprise level companies, releases their SEO ranking factors analysis. Here’s what they found in 2014:
- Create robust site architecture
- Do include good internal links
- Do aim for short loading times
- Do keep sites up to date
- Don’t lose focus or just focus on technical aspects of the site
- Pay attention to keywords in titles and descriptions
- Relevant content reigns supreme. Keyword is “relevant content”
- Include semantically comprehensive wording
- Implement higher word counts using relevant topic terms
- Use multiple media types (pictures, video)
- Don’t follow spammy onpage advertising techniques
- Use quality backlinks. If you have a large portfolio you should be linking to all of your properties on each website. And they should each have their own website.
- Social signals are a bonus. Facebook, Google+, Twitter and Pinterest.
- User signals are critical. What folks do on your site and how they find your site are becoming more relevant with each passing year.
Combining the above into a clear SEO strategy is critical to the success of your website. Having a well-structured site technically is nice, but if you’re only focused on that than your competitors will leave you in the dust. Content is King for your SEO Strategy. And luckily there are some good SEO strategists out there to help get you on the right path.
And they may even help write those blogs that seem so difficult to maintain.
Happy Marketing!
by threshold | Dec 15, 2014 | All, Tech/Web
We just returned from an invigorating Dallas Digital Summit where approximately 1,500 digital marketing experts from around the world convened to discuss trends and the future of how we, as marketers, can be more effective. Hat’s off to the organizers of this event for packing an incredible amount of information coming from knowledgeable, prepared speakers into a 2-day event, complete with great accommodations and hospitality. We’re already looking forward to next year.
Above all the buzzwords, a common theme seemed to resonate loudly.
Digital Marketing must simplify, clear the clutter and focus on providing value to the end user (ie – the Human).
It’s not about IoT, Big Data, Omnichannel or other buzzwords and it’s not about the latest software. It’s not about how to trick Google or how to get a bazillion social followers. It’s about the humans we’re trying to connect with and help. It’s about delivering the right message at the right time, and in a way that helps the end user (ie – prospective residents) understand how you can help them. It’s about creating a website, mobile app or other product that’s built based on an understanding of how the end user is going to gain value from it.
Highlights From DDS:
Email Marketing Is Not Dead
We’ve said this for years, and were excited to see two sessions devoted to email marketing. In our marketing efforts, we continue to see outstanding results for our clients through email marketing. So what were our take-aways from DDS? You guessed it – treat your subscribers as individuals, not as one big list. Personalize and deliver more relevant and useful content by using their name, understanding their location, their birthday, their purchase history and more. Further, keep your emails simple, brief and make sure your CTA’s (Call To Action’s) are finger-ready because more than 50% of all emails, on average, are opened on mobile devices.
Mobile Usage
Mobile usage continues to go up and up, and will probably reach 50% of all traffic at some point in the next year or two. Any marketing campaign or digital property must absolutely consider the mobile experience.
The new SEO… It’s Real and Local
The most recent change by Google, “Penguin 3.0” and “Pigeon”, have continued their trend toward rewarding websites that are genuinely trying to provide a good user experience and relevant content to its users. True to it’s origins, Penguin continues to push SEO marketers to focus on expanding websites with content that is relative to the brand/company, and useful toward helping their customers (or potential residents) do things better.
The Pigeon update, which went live earlier this year, has changed the local search game drastically. An outstanding presentation by renowned SEO expert Greg Gifford taught us a lot about how to prepare a website for optimal local search results.
by threshold | Oct 9, 2014 | All, Design
My elementary art teacher, Ms. Weinstock, used to tell us “pictures are worth a thousand words.” At the time I thought she was a little whacky, pictures didn’t have any words in them, after all. But, as the studious student who wanted to impress I tried my best to draw the world around me…or, at least the fruit in the bowl.
That lesson has come back to me so many times over the years. Not so much because I have amazing illustration skills, I do not, but because I have heard myself say those same words to clients over the years. Pictures are worth a thousand words. As designers and expert residential brand developers, we like to use as few words as possible to express the lifestyle that our clients are building for their future residents. When a community is new, selling dirt is tough. Imagine doing that in the plains of Lubbock – dusty. Any way, the point is that in order to paint a picture in someone’s mind, you have to use illustrative words, many of them, in fact. But a sharp rendering, a photo-realistic image, sells the lifestyle without a spattering of type on paper.
Investing in very good renderings pays off in terms of brand development and establishment, leasing velocity, and, of course, your NOI.
Ms. Weinstock really was a brilliant teacher. I’m glad she taught me that important phrase, even if it didn’t improve my illustrative skills. Some talent you’re born with. Some you develop over time.
Happy Marketing!
by threshold | May 16, 2014 | All, Tech/Web
I love my parents. They are a big reason I started my own agency so many years ago. Sure there was some trepidation and fear but I forged ahead. Made my own path, so to speak. They’ve lived up in the Dallas area for nearly 20 years now and recently decided to relocate to be closer to the family in Austin.
So began the trek to find them a place to live – something “nice, elegant, upgraded but affordable,” said my mom. As most of you know, Austin is one of the fastest growing cities in America – all the hip, cool, creative types just can’t get enough. We’re changing the world down here, man! At any rate, we turned our eyes to the quickly growing city of Buda and all the new housing developments under construction.
Visiting the sales centers I realized just how important new development marketing and pre-sales/leasing centers are when you’re, in all essence, selling dirt. Good ‘ole Texas clay. At Threshold, we’ve spent a considerable amount of time developing best-of-class new development creative that gives clients a leg up. Here’s some advice on new development marketing when breaking ground on a new student apartment community, senior housing facility or any new home division:
- Make sure to find a pre-sales or leasing center that can staff your team of marketing experts until the permanent model home or clubhouse is finished. Preferably, doors for the sales centers need to open well in advance of anticipated move-in (especially in student housing) in order to build the brand awareness necessary to capture folks when they begin searching.
- Your digital brochure – aka website – needs to be up and running as soon as a name, the amenities and a contact are ready to go. Search engines take time to index you and the extra time will be well worth it when things really start to heat up.
- Get the construction site filled with as much signage as possible. Bright, creative, relevant designs that won’t dirty OR are cheap to replace. We hate seeing great creative all muddied up from the elements. Check with the city on temporary construction sign ordinances to ensure your sign isn’t removed.
- Think about ways your future residents can interact with your community at the pre-leasing center. Mini-models or interactive display boards are fun and certainly help people pass the time while they wait in the long lines to lease or buy.
- Create a solid marketing plan. New developments will cost more to market becuase you are building awareness. Do it right the first year and you’ll be thankful the second.
Now, while this list isn’t all-inclusive it’s a good start to ensuring your new start launches well. Those folks in Buda did a good job at ensuring my parents felt comfortable and excited about that new piece of Texas clay they just purchased. And we’re certainly excited because we now have another set of well-qualified babysitters moving to town.
Downtown anyone?
Happy Marketing!
by threshold | Apr 17, 2014 | All, Marketing
Threshold attended the 6th Annual InterFace Student Housing Conference here in Austin, Texas.
The topic of international student recruitment was discussed at both a roundtable and panel. Over the past 10 years there has been a 40% increase in international student enrollment with the majority of students coming from China and Saudi Arabia, according to Kim Cory, Director of Student Media at For Rent University.
Student housing managers can no longer ignore this large and growing target market. Consider having dedicated staff members who are solely focused on the recruiting and retaining international students. It’s also important to develop a separate marketing plan specific to international students.
With dedicated resources and a plan in place, here are some great and innovative examples of marketing to international college students:
Find a current international student resident to act as an “ambassador” between your community and international students. Consider offering this resident a leasing incentive.
Create a page on your website specifically for international students with information about the lease process, public transportation details, maps with points of interests like banks, grocery stores, shopping, etc. See this community’s page near Michigan State University for example.
Location, followed by fully furnished and community events/programming are key selling points for international students.
Make sure your digital media campaigns extend to other countries. Facebook, YouTube, Twitter and many other popular sites are banned in China. Tailor your SEO to search sites popular in other countries. And find out what social networks are popular. In China, it’s all about Renren – a near carbon copy of Facebook.
Just like American students, international students like to procrastinate. Most schools have international student orientations in August. If you’re still leasing, see if you can set up a booth or sponsor food for the orientation.
And like so many other student housing marketing practices, marketing to international students varies by market. Be sure to understand your market, what countries are popular at your university and your communities’ competitive advantage. From there, it’s all about the implementation.
by threshold | Apr 9, 2014 | All, Marketing
My mom was born and raised in Mexico, moving to the US when she was just 18 years old. As any of you with Hispanic heritage in your blood – or know folks that do – family is muy importante (very important for the gringos out there). I was 20 years old when my little sister was born – she’s now in college and my parents watch over her like a hawk. Not because she needs the help, she’s a feisty 20 year old who wants to make the world a better place, but because they feel they should still take care of her. Sweet.
In our world, we’re always talking about the “helicopter parents” and how they are involved in the lives of their kids and their kid’s friends. How they call for maintenance requests, etc. From a marketing perspective, it’s tough to message for the 20-year olds and the 40-somethings congruently – but it’s not impossible. Parents still are heavily involved in not WHERE their children live, but rather HOW they are living. Are they safe? Do they have all the comforts they need? Is their space conducive to getting the heck out of college in 4 years?
Here are a few pieces of advice for messaging to and reaching your secondary customers -Parents.
Message:
Peace of mind: individual leases, all-inclusive living, community assistants, professional management companies, fully furnished, full kitchens
Academic focus: study rooms, computer labs, programming
Health/wellness: fitness centers, programing, full kitchens
Tactics:
Renewals: Be sure to send renewal letters and/or other materials home to parents
Direct mail: When sending to parents, tailor your message and consider sending a larger packet with a formal letter, rates/plans and application
Advertising: Consider regional magazines or newspapers with college editions. Texas Monthly produces a popular yearly guide in print and online
Remember, parents are either decision makers or decision influencers when it comes to housing. Now that I’m a parent (with Hispanic heritage coursing through my veins) I’m certain I’ll be right there when my son is ready to make that leap. Granted, he’s just four, but I’m preparing now. So watch out all you young Community Assistants who want to move up the ladder. I’ll be seeing you in 14 years.
Happy marketing.
