by threshold | Sep 29, 2016 | All, Culture
Name: John Wilkinson
Title: Chief Strategy Officer, CAS
John develops student housing marketing ideas like it’s his job. Oh wait it is. His extensive experience in apartment marketing helps Threshold tackle the tough projects every day.
Get to know John below!
What are 3 words you would use to describe Threshold?
Experienced. Innovative. Communicative.
If you had an office nickname, what would it be?
Yoda – cuz I’ve been around WAY TOO LONG.
What is your favorite line from a movie?
If you can’t say anything nice about anybody, come sit by me.
If you were stuck on an island, what three things would you bring?
Bug spray. Suntan Lotion. And every issue of Architectural Digest.
What is the title of your autobiography?
Against The Odds.
What is/would be your motto or slogan?
Easily Amused.
If you had a superpower, what would it be?
switching topics so fast it would blow someone’s mind.
What is your hidden talent?
Juggling. So hidden, I haven’t found it.
If you were famous, what would it be for?
Singer in a boy band.
Favorite Austin eats?
Piranha Killer Sushi
by threshold | Sep 15, 2016 | All, Culture
Sarah delivers exception promotional products for apartment marketing, and she continues to come up with effective student housing marketing ideas every day.
Get to know Sarah below!
What are 3 words you would use to describe Threshold?
Innovative, Resilient, Diverse
If you had an office nickname, what would it be?
Promo Princess
What is your favorite line from a movie?
I’m not crazy, M’Lynn, I’ve just been in a very bad mood for 40 years! ‘Steel Magnolias’
If you were stuck on an island, what three things would you bring?
Matthew McConaughey…..the end.
What is the title of your autobiography?
Simply Sarah
What is/would be your motto or slogan?
STRENGTH….a river cuts through a rock not because of its power but its persistence.
If you had a superpower, what would it be?
Time Travel!
What is your hidden talent?
I don’t know…it must REALLY be hidden! : ) Singing.
If you were famous, what would it be for?
A vocal artist
Favorite Austin eats?
One Slice, any food truck, Buenos Aires, Zaks, Via 313, Jacoby’s
by threshold | Sep 13, 2016 | All, Marketing
Digital multifamily marketing and student housing marketing are dynamic industries, and we at Threshold pride ourselves on consistently working on the cutting edge. Today we’re talking about an update to Google Adwords that will affect many of our current and future clients.
Google is doubling its ad text limit, meaning the 25-character limit on headlines will be scrapped in favor of two 30-character headlines. More text will be allowed the description too, as Adwords switches from two 35-character lines to one 80-character description line.
According to Google, “Starting October 26th, 2016, AdWords will no longer support the creation or editing of standard text ads,” meaning all ads running after that date will be in the expanded text format. There’s no reason not to take Google up on their offer to include more text, since competitors surely will be saying more in their ads as well.
Google decided to make the change after considering what an Adwords ad would look like if it was invented today, in a mobile-first world. Screen space is the big factor here. The new expanded ads have a more succinct URL display, allowing more room for relevant text and a larger presence on the mobile screen.
URL’s will only show the initial domain name, so instead of showing:
http://thresholdagncy.wpengine.com/our-solutions/branding/
The ad will only show:
http://thresholdagncy.wpengine.com
..but still take users to the specific page on the site.
So what’s the takeaway? Extended text ads will only add to the importance of strong messages and concise copy. When every advertiser can say more, what each advertiser says becomes the differentiator. Consumers will get more information about the link that they’re being asked to click, and advertisers will be able to push more relevant information to the user to entice them to click on the ad.
A larger ad with more information should mean higher click-through-rates, but monitoring CTRs is still going to be key. All the Adwords tools associated with standard text ads will be compatible with expanded ads, so the Threshold digital team will continue monitoring the variables in different campaigns to see which words and phrases are proving most effective for our clients.
Innovative apartment marketing ideas are the most successful when they’re brought to life with the right tools. As Google makes changes to their product to fit a mobile-first world, they will also be eliminating the mobile pop-up ad. Websites that use pop-up ads will soon be devalued in search results. Since Google SEO has become the guideline when creating websites, you can say goodbye to pop-up ads as Google phases them out. Threshold’s team of digital marketers has already begun implementing extended text ads with success, and will continue to stay ahead of mobile pop-up changes to create effective, measurable campaigns for our clients.
by threshold | Sep 1, 2016 | All, Tech/Web
What sets your property apart?
For some, it’s location. No matter what amenities the competition offers, prime location draws prospects to the leasing office day in and day out.
Other properties beat the competition with luxurious amenities. Resort-style pools and 24-hour fitness centers provide residents with an area to hang out or work out in their own community.
Still other properties might woo prospects with bigger, better floor plans than the competition. Lots of prospects decide to move simply because they want to upgrade to a larger living space.
The point is, every property has a differentiating factor. Today’s blog post is about another differentiator: technology. Properties that take advantage of modern technology offer a more convenient lifestyle, and sometimes that can make all the difference.
Differentiators are important because prospects have no shortage of properties to choose from these days. Multifamily housing construction increased 43% from 2012-2014, compared to a 20% growth rate for single-family home construction during that time. Much of this growth has been propelled by a young population renting to take advantage of luxury amenities they can’t get with single family homes.
Here’s another statistic showing the demand for amenities only found in larger communities: In 2004, 24% of new multifamily units were located in large buildings with 50 or more units. In 2014, that number grew to 48%. With rent prices only going up, renters expect large communities to meet their wants and needs in terms of amenities.
One “want” that has become a “need” is high-speed internet. A fast Wi-Fi connection is the No. 1 desired amenity for multifamily properties according to Richard Holtz, CEO of Infinisys Electronic Architects. People want internet access in their apartments, at the pool, in the gym and in common areas. Today’s connected residents need Wi-Fi like they need air to breathe, and the industry must conform.
Technology can help bring in revenue too. A recent study by PayPal and Koski Research revealed that millennials enjoy paying digitally and are more than willing to try out emerging payment options. The study also reported that more than 30% of millennials consider credit cards to be “old school.” If credit cards are old school, what does that make monthly rent checks? The days of collecting rent payments in person are long gone, and online rent and utility payment portals should be the new industry standard. Online payment options not only help residents submit payments on time, but also helps them feel like their property management team is working with them rather than against them.
Smart home automation is the leading edge technology popping up in new properties these days. Nest Thermostats and smart lightbulbs work with mobile apps to help residents stay comfortable and reduce energy costs. These devices learn and adapt to resident preferences, giving your property an extra “wow” factor to mention in your multifamily marketing materials. Even low-cost smart home offerings like built-in USB ports let residents know your property is tech-savvy.
One new technology we’re extra excited about is Beacon technology. Apple’s iBeacon allows mobile apps to scan for signals from physical Beacons in the real world and react with push notifications. The opportunities to use Beacons with current residents and prospects are endless. For instance, when leasing agents are giving tours, Beacon technology can be used to highlight key features as residents make their way through the property. A finishing touch here, a spectacular view there, calling attention to the little things that residents might otherwise miss.
Current residents can receive alerts about special promotions at your property’s spa or snack bar when they walk by. Beacon technology could also remind residents about renewal specials when they’re passing your leasing office. Beacons are truly a next-level opportunity for apartment marketing.
At Threshold, we spend a lot of time coming up with marketing ideas for apartments that harness the power of emerging technology. We know that the faster property’s implement new technology, the more impressed future residents tend to be.
by threshold | Aug 18, 2016 | All, Culture
Name: Cameron Smith
Title: Digital Marketing Manager
Cameron has been in the apartment marketing industry for a long time, but he learns a new tactic every day for delivering effective student housing marketing ideas.
Get to know Cameron below!
What are 3 words you would use to describe Threshold?
Anti Vacancy Agency
If you had an office nickname, what would it be?
Camelot – The White Knight
What is your favorite line from a movie?
I used to be legit. I was too legit. I was too legit to quit. but now I’m not legit. I’m unlegit. And for that reason, I must quit. – HotRod
If you were stuck on an island, what three things would you bring?
Crate of Toilet paper, Duct Tape, and magnifying glass (to start fires)
What is the title of your autobiography?
The man who knew just enough
What is/would be your motto or slogan?
Be the very best, like no one ever was.
If you had a superpower, what would it be?
Teleportation… saves on gas
What is your hidden talent?
I’m really good at darts
If you were famous, what would it be for?
The guy that cancelled the Kardashians
Favorite Austin eats?
Torchy’s Tacos
by threshold | Aug 5, 2016 | All, Tech/Web
Facebook rolled out its new 360 Photo feature in June, describing it as a way to “share immersive stories, places and experiences.” As the marketing agency Austin turns to for innovative apartment marketing ideas, we can definitely get behind the “places” part of that quote. The new technology presents a prime opportunity for residential marketers to provide in-depth property tours to prospects before they ever leave home, and provide those tours on a platform the prospects are already familiar with.
360 Photo offers a whole lot more than your typical “fly-through” or “walk-through” property video. The viewer can rotate their device and drag their fingers across the screen to view the room from every angle depending on the direction they’re facing. This type of experience is tailor-made for prospects to see every nook and cranny of a residential space.
Facebook offers succinct directions on how to take and post 360 Photos:
1. Take a panorama on your iOS device or Samsung Galaxy phone or capture a 360-degree photo using a 360 photo app or 360 camera.
2. Open the Facebook app and share the photo as you would any other photo: tap the status tool from the top of your Timeline or News Feed, select Photo/Video, choose the photo you want to share, and tap Post
3. Once your photo is posted, look around in your photo — or any other 360 photo in News Feed that’s marked with the compass icon — by moving your phone or dragging with your finger. Tap on the photo to view it in full screen.
Facebook’s 360 Photo technology is a step below the Oculus Rift or Samsung Gear VR in terms of an immersive virtual experience, but to dismiss the technology for this reason misses the point of 360 Photos on Facebook. Part of the appeal of 360 Photo is how easily the content assimilates into everyday life. One second prospects are scrolling past baby photos on their Facebook feed, the next they’re taking a virtual tour of your property on their own terms and on their own device.
There are similar marketing ideas for apartments that property managers can use to offer virtual tours, but 360 Photo is the most intuitive option. Apartments.com offers virtual reality tours on their website, but they require expensive virtual reality headsets. At a demo in San Francisco at the National Apartment Association conference in June 2016, attendees could walk through a series of properties using an HTC Vive headset and hand controllers. However, very few people have access to virtual reality headsets. Even if property managers supply prospects with the headsets on-site, isn’t the whole point of virtual tours to allow renters to check out properties on their own time and in the comfort of their own home?
As Business2Community.com points out, brands have been slow on the uptake of 360 Photo. However, colleges like Oregon State and The University of Oklahoma have recently featured 360 Photos on their pages, which should be a signal to the student housing marketing industry that future residents are ready and willing to use this technology.
Threshold Agency can help your property get started with 360 Photo and any other social media marketing initiatives. Schedule a call today so you can fill vacancies and keep them that way.
