by threshold | Aug 20, 2020 | Digital Marketing, Marketing, Tech/Web
Earlier this year, Google announced that it would be making updates to targeting capabilities for ads within the housing industry. In the wake of this announcement, many real estate brands and apartment marketers have been wondering what to do about the Google Ads targeting changes and how to ensure their digital campaigns continue to run smoothly and effectively. Today, we’ll be going over what you should do today to meet those goals.
Due for implementation on October 19, 2020, Google’s update will limit the targeting options for real estate ads run on Google platforms in order to bring ads on the platform into alignment with HUD standards. The change will impact ad campaigns in Google Ads, Gmail, and YouTube, some of the most popular and lucrative ad platforms in use by real estate brands today.
Google’s announcement comes in the wake of Facebook’s decision last year to limit its targeting options after the company faced criticisms that some of its targeting options conflicted with the Fair Housing Act (FHA) and other civil rights legislation concerning housing, employment, and finance. With these two industry leaders making these changes, we can likely expect to see new updates along the same lines emerge on other platforms as well in the future, although none have been announced as of today.
Google Ads Targeting Changes
So what exactly is changing? Google’s October update will restrict targeting options for housing, employment, and credit advertising shown to users in the US and Canada. Let’s break down what we know so far.
Broadly speaking, housing, employment, and credit ads will no longer be able to target or exclude users based on age, gender, marital status (or whether someone is getting married soon), parental status, or zip code. This policy only applies to in-scope ads targeting the US and/or Canada. These changes will bring the platform’s targeting tools more in line with legislation like the FHA, which is designed to ensure equitable conditions across the housing industry and reduce discrimination against protected classes of people.
This will also mean that any automatic bid adjustments made on the basis of any of the above targeting factors (age, gender, etc.) will no longer be possible.
Real estate marketers will still have many targeting options, however. They can continue to use all other Google Audiences, contextual targeting, automated bidding, and non-zip code geotargeting options. Let’s dig down into some specifics.
First and foremost, advertisers will still be able to target users based on browsing behavior (like what they search for and what websites they visit). This is already one of the most effective ways to reach qualified leads and this capability isn’t going away. For example, you can still target the keyword “student housing” to capture users searching for this term, even if you can’t target users between the ages of, say, 18 and 22.
Advertisers will also still be able to target based on Interests, providing the possibility of further nuance where useful. For example, if your property is located near a major stadium, you can still target people interested in sports.
Finally, let’s talk about geotargeting options. Targeting based on zip codes will no longer be possible for housing ads, which is a good thing. Zip codes are often drawn on the basis of districting practices that were (or are still) influenced by systemic racism and classism, such as red-lining or gerrymandering. This doesn’t mean that you can’t use location as a targeting factor, however. It just means that, instead of zip code targeting, you’ll need to rely on radius targeting. This will allow you to target users within a certain radius of your property, allowing you to generate qualified leads without the same risk of inequitable impact.
What You Need To Do Today
So what, if anything, should you be doing to prepare for this change? The vast majority of ad campaigns can continue uninterrupted, but if you are running ads that use any of the soon-to-be eliminated targeting options, you’ll want to take action sooner rather than later.
Once these changes are implemented in October 2020, any campaigns using the now-eliminated targeting options will automatically be paused. In order to ensure uninterrupted campaigns, we recommend you make the necessary adjustments to remove soon-defunct targeting options from your campaigns before October 2020.
Whether you’re reading this before or after October 2020, performing a self-audit on your existing ad campaigns (or having your marketing partner do this for you) is an important first step. Determine whether any of your existing campaigns use targeting options that will soon be eliminated, such as age targeting, zip code targeting, or targeting on the basis of family or marital status.
For any existing campaigns that use such targeting features, remove these targeting features. Then, if necessary, you may choose to implement other options that will have a similar targeting impact. For example, you may choose to replace zip code targeting with radius targeting.
After you’ve made the changes, keep an eye on your results and adjust as needed. Impressions, clicks, and cost-per-click are the Key Performance Indicators to focus on as you optimize your campaigns.
Overall, these targeting updates should still leave real estate marketers with the tools they need to see meaningful results that positively impact their bottom line. If you’re looking for more guidance on these changes and how your brand can adapt, don’t hesitate to reach out to the experts at Threshold. We’re always here to help.
by threshold | Jul 7, 2020 | Digital Marketing, Tech/Web
Improving your visibility online has never been more important in the world of apartment marketing. According to research by HubSpot, 75% of people never scroll past the first page of search results. That’s probably not very surprising for you—after all, how often do you find yourself scrolling even as far as the bottom of the first page? Real estate marketers today know that SEO is one of the most cost-effective marketing strategies because, when done right, it costs very little to implement, leading to low cost-per-conversion and increased traffic and leads.
So what can you do today to improve your apartment website SEO? If you’re not interested in hiring an SEO expert on our team, there’s still a lot you can do to execute your own SEO services to rank more highly on Google. Here are some quick and dirty tips that can help you get started and see results.
On-Page SEO for Apartment Marketing
On-page SEO is a collective term for the ways in which your website content—from page titles to headings to alt tags to meta descriptions to site maps and more—impacts your Google search rankings. There are lots of ways to impact your on-page SEO, and it all starts with a little research.
Use Keyword Planner
Use Google’s Keyword Planner to your advantage. This tool can help you do the keyword research that will be the first step to making informed SEO decisions. You want your site to use keywords in strategic ways so that Google will deem your website relevant when a user types out those same keywords in a Google search. But in order to select strategic keywords for your property, you need to know what people are searching for. That’s exactly what Keyword Planner tells you.
There are also popular tools like Semrush with similar functionality, but Google Keyword Planner has the advantage of being free to use, so it’s a great place to start.
How To Use Keyword Planner for Apartment Marketing
When you’re using Keyword Planner, start by typing in the search terms people might use when looking for an apartment in your area—your common sense is your best friend here. The tool will then return suggested keywords similar to what you entered, showing the search volume and competitiveness for the suggested keywords. You’ll want to target the least competitive keywords with the highest search volume. This is the quickest way to see more organic traffic.
However, be mindful of user intent when you’re choosing the keywords to target. Just because a keyword offers what looks like a particularly juicy opportunity doesn’t mean that users will actually click on your website in search results. Your website also has to be genuinely relevant to what they’re looking for. For example, it might seem tempting to attempt to rank for “apartmentfinder” but users typing in this search term will typically be looking for the website ApartmentFinder, which is bound to claim the first spot in Google results. Once they’ve made their search, there’s extremely little chance of them going on to click on your website, even if it claims the second position in the search results.
Always Leverage Local Keywords for Apartment SEO
You may have heard that local searches are more important than ever, and this is particularly true for real estate marketing. After all, location is one of the most important factors in a prospect’s housing decision.
For this reason, you should always include hyper-local keywords in your SEO strategy. Keywords like “apartments in [city],” “[city] apartments,” “[district] apartments” or “apartments in [zip code]” are usually great places to start. Sometimes, a keyword that mentions a particular landmark, employer, or school district can also earn high search traffic.
While you’re at it, it’s also a great idea to put your property’s street address and contact info on the footer of every page of your website and make sure that your address and contact info is also on your property’s Google My Business page. This helps your website capture more local traffic by letting Google know exactly where you are.
When In Doubt, Learn From Competitors
You can also use Keyword Planner to see what keywords a competitor’s site is ranking for. If you’re like most apartment communities, you probably have a competitor just down the street with comparable amenities and solid SEO. While you might be frustrated knowing you’re losing business to them just because they show up higher in search results, they are also the perfect example to learn from. Put their website domain name into the Keyword Planner and see what comes up. Remember to go after the keywords with higher search volume but lower competitiveness scores—this could help you beat out your competitors and see lots more organic traffic.
Place Keywords in High-Impact Areas of Your Site
Now that you know what keywords you want to target, it’s time to put them all over your site. But there are areas of your site that will offer higher impact than others, so before you go slapping keywords throughout your site, take a second to plan things out.
When Google indexes a site for search, it pays particularly close attention to page titles, headers, and alt text on images to determine what your page is about. When you can, incorporating keywords in these areas can have a higher impact on your ranking than putting them in the body copy. That’s not to say you shouldn’t put them in body copy too, just don’t neglect the sections of your site that offer the highest SEO impact.
Add a Blog to Your Apartment Website
Adding a blog to your apartment website is one of the easiest ways to expand your SEO opportunities. That’s because the more words and the more pages your website contains, the more space there is to incorporate those keywords.
Including keywords in your page titles and headers is great, but these areas represent precious little real estate on your website. To provide more opportunities to enhance your SEO, you need more space to incorporate keywords. But nobody likes a cluttered homepage and absolutely no one wants to sift through a bunch of paragraph copy while they’re just looking for a list of amenities.
That’s why adding a blog is a great way to have your cake and eat it too. You can preserve the streamlined usability of your main site while still incorporating plenty of copy where you can drop in those keywords without seeming spammy. Try writing a post about the top restaurants near your apartments or the best ways to keep your in-unit laundry machines running smoothly. You’ll find it easy to drop local keywords into this kind of content, plus your residents and prospects can genuinely benefit from the information.
Posting fresh content to your blog consistently also makes Google’s algorithm happy and makes your site more likely to rank highly in search results. That’s because it prioritizes fresh content to ensure it’s providing up-to-date and hyper-relevant results for its users.
Add Video to your Apartment Website
Google’s algorithm likes websites with content that sees high engagement. That’s why it tends to favor websites that include video as part of their user experience.
Video offers the opportunity to communicate a lot in a short amount of time and users love that. A user is a lot more likely to watch a 1-minute video than to read through your paragraph about all your top amenities. Since Google’s mission is to connect users to content they’ll find valuable, it tries to deliver sites that offer great UX, and video is just part of that equation, but a powerful one.
Wondering how you can incorporate video on your website? A virtual tour is the perfect place to start. An impressive fly-over video that acts as the hero image for your homepage might also be a great option.
Whatever video assets you implement on your site, always ensure that they have a full description and meta data included. This is necessary to tell Google what the video is so it can index it properly.
Improve Your Mobile Experience
Most apartment websites are built first for desktop, then optimized for mobile, which is a fine strategy. But with more than half of all internet traffic now coming from mobile devices, it’s essential that you don’t skip that second step. It’s bad UX, and Google will fault you for it.
Having a responsive site—i.e. one that looks great on a variety of screen sizes, including mobile—will not only make users happier (which leads to more conversions), it will also help you rank more highly in Google’s search results by showing Google that your site can provide a great experience. While ensuring your site design is optimized for mobile, it’s also important that you minimize load times for your site. A slow-loading website will result in high bounce rates—especially for mobile users—which hurts your SEO rankings.
Off-Page SEO for Apartment Marketing
Off-page SEO refers to the ways in which content elsewhere on the internet (i.e. not on your site) can impact your website’s Google search rankings. While you have less control over these factors, there are still steps you can take to improve your off-page SEO.
Manage In-Bound Linking
In its effort to deliver relevant and up-to-date search results for its users, Google takes cues from other pages on the internet to determine how credible and how current your site is. Social media pages and reputation management sites are likely to comprise the majority of in-bound links to your site, so this is what Google will pay attention to.
To enhance your off-site SEO, ensure that all these pages list the correct URL for your site so that Google sees these in-bound links and deems your website that much more important. It’s also worth ensuring that these off-site pages are up-to-date with the same phone number, address, office hours, and other information listed on your website. This further demonstrates to Google that your site is credible and current.
Invest in an SEO Audit
If you’re doing all of the above already, or you’re overwhelmed and don’t know where to start, an SEO audit can help you identify what’s contributing to your SEO woes. There are lots of SEO experts out there who can help, and we’re one of them. Our SEO services range from a simple SEO audit to full-service SEO overhauls and SEO blog writing. If you’re interested, you can learn more by viewing our SEO product slick or chatting with a team member today.
by threshold | Dec 5, 2019 | Digital Marketing, Marketing, Tech/Web
Video continues to dominate content strategy across the digital landscape, making it more advantageous than ever to incorporate YouTube advertising into your digital media strategy. In fact, YouTube is the second most popular search engine today, so taking advantage of this platform means you’re poised to capture lots more attention from users who are actually ready to make decisions. Not only that, but you’ll have the option of leveraging a variety of ad types across the YouTube platform, each with the ability to drive different actions and increase brand awareness. In other words, you can inspire and excite your audience more than ever before and get the results to match.
We recommend YouTube video ads for anyone looking to heighten audience engagement and conversions. YouTube ads make a particularly strong retargeting strategy, inspiring users who are already searching for housing in your area to emotionally connect with your brand and actively imagine themselves at your property. That’s because video ads have the power to communicate a mood and message more effectively than static ads alone, using a variety of images, movement, audio, and written copy to tap into your audience’s wants, needs, and dreams. It’s also because YouTube benefits from Google’s flexible and powerful targeting capabilities based on search behaviors, video topics, and user demographics, allowing you to reach prospects who are most ready to convert.
How It Works
When you sign up for our YouTube services, Threshold will recommend a YouTube advertising strategy based on your goals and spend budget. We will then work with you to define your success metrics, identifying the goals we can expect to reach at key milestones, starting with three months after launch.
Our packages allow you to choose between one video ad each month or every two months and campaign management and optimizations at monthly or bi-weekly frequencies. You can also opt for the addition of location extensions to your ads as well as our help in setting up a basic or branded YouTube channel for your property. We can help you ensure the package you select fits both your marketing needs and your budget.
To get ready for your first campaign launch, we’ll gather existing assets (such as high-quality property photos or video clips) or contract with a specialized YouTube videographer to conduct an on-site video shoot at your community. Once we have the necessary assets, we’ll arrange for our existing video editors to create a polished video ad that engages and excites your audience while delivering key information they need to convert. Our digital team will then help you implement the ad effectively, leveraging YouTube’s powerful targeting options.
If you’re already one of our fantastic clients, then reach out to your Client Success Manager to get started! Or if you’re new to the Threshold fam, you can reach out to our team here—we look forward to meeting you!
by threshold | Nov 12, 2019 | Digital Marketing, Marketing, Tech/Web
If you read our blog post from earlier this year, you may already know that in March of this year, Facebook announced that it would be making changes to its ad targeting tools. Now, as of this September, those changes have gone live and are already affecting both existing ad campaigns and new campaigns. You may already be working to discern what this means for your real estate marketing plan and wondering what you can do to adjust your Facebook ad campaigns to ensure you’re still getting what you need from this digital platform.
As you ask yourself those questions, we’re here to help. We’ve been hard at work familiarizing ourselves with the recent changes and leveraging our expertise to compile updated best practices. Rest assured that while these changes do limit the functionality of certain targeting tools, it’s still possible to use Facebook ads as an effective part of your ad mix—you just need to rethink your strategy.
Why Did Facebook Change Its Ad Targeting?
In case you missed it, this all started back in March when Facebook was sued by the Department of Housing and Urban Development (HUD) for violations of the Fair Housing Act. According to HUD and a number of other organizations who supported the charges (including the ACLU and NFHA), Facebook’s ad targeting tools limited the housing options being presented to certain protected classes by allowing advertisers to target ads based on age group, location, education status, and so on.
Facebook then announced that it would be making changes to these advertising tools by the end of 2019, but did not offer a more specific time frame during which these changes would go into effect.
How Did Facebook Change Its Ad Targeting?
This September, without prior warning, Facebook implemented a number of changes that had immediate effects on existing campaigns and new launches. Many housing and financial advertisers logged in to find their radius targeting reset or their campaigns turned off.
A word to the wise: if you haven’t checked the status of your existing Facebook campaigns since September, it’s a good idea to give them a look and ensure they’re live and working as intended.
The September changes include:
- A number of interests have been removed from the targeting options for housing, employment, and credit ads. For example, many interests related to universities can no longer be targeted directly.
- Lookalike Audiences are no longer available for housing, employment, or credit ads.
- Demographic targeting by traits such as age, ethnicity, and income has been removed.
- Radius targeting has increased from a 1-mile minimum radius to a 15-mile minimum.
The overall effect is that competition among ads is now higher because ads are being served to broader audiences, meaning more people are seeing a wider variety of ads. This makes it more imperative than ever to find ways for your ad to stand out from the crowd.
How Should I Adapt My Facebook Ad Strategy?
There are a number of best practices and work-arounds we recommend in the wake of these changes. These strategies can help you work with the options still available to you to approximate the targeting strategies that have been removed, and/or ensure that your ads still get qualified clicks and low cost-per-click despite targeting limitations.
First, a disclaimer: while Facebook has an option to declare that your ad is a housing ad, you can’t get around these restrictions simply by not declaring. Facebook also has sophisticated AI that will flag housing ads even when they’re not declared by advertisers. Better to declare and work within the restrictions given from the start.
Get Crafty with Interests Targeting
While a number of interests have been removed from the targeting options, you may still be able to target by relevant interests that will create a qualified audience for your ad. For example, student housing brands may find that, while many university-related interests have been removed, there are still targetable interests such as Greek Life that indicate an individual may be a current college student. Take a look through the remaining interests and see if any are uniquely relevant for your target audience.
Place your Targeting Radius Strategically
In some cases, you can still meaningfully target by location, even with the 15-mile minimum targeting radius. A trick that may work for your location is to center your target over rural or less densely populated areas so that only the outer portion of your circle includes the area you actually want to target. This reduces the number of unqualified prospects your ad is served to while still allowing you to target the desired location.
Switch to a Cost Per Click (CPC) Model
Facebook allows you to choose between a cost per click (CPC) or a cost per thousand impressions (CPM) strategy. The targeting limitations mean that, even with some adjustments, your ad is likely to be served to a broader audience, translating into more impressions. As a result, we recommend switching to a CPC model if you haven’t already. This means you’ll only get charged for clicks on your ad rather than on how many people see your ad, which will likely result in less ad spend per lead.
Optimize Your Ad Copy & Design
With more ads competing with yours, it’s more crucial than ever that your ad has crystal clear messaging that will resonate with qualified prospects. In other words, it needs to be clear what you’re advertising and why someone should care. Ad space is limited, though, so stick to high-impact copy and simple, high-quality property images.
High-impact copy typically includes the word “apartments,” “living,” “housing,” “townhomes,” etc. and the location of the property. Alternatively, you might specifically reference “2-bedrooms” or “$100 off your first month’s rent.” Whatever you do, just be sure it clearly communicates your product and what’s great about it.
Reconsider Facebook’s Role in Your Ad Mix
If you make adjustments and you’re just not getting the results you want, it might be time to reconsider the role Facebook plays in your overall ad mix. For example, even if Facebook ads don’t work well when targeting new prospects, you may still get a lot of bang for your buck when using Facebook for retargeting ads. That’s because retargeting ads target users by behavior (visits to your site) rather than by demographic, so those who are served your ad are already a qualified audience.
These are just some of the strategies you can use to adjust to the new Facebook ad targeting changes for real estate ads. For more Facebook ad insights and other digital marketing expertise, contact a Threshold team member today. We’d be happy to be your guide for all things digital marketing!
by threshold | Jan 18, 2017 | All, Marketing, Tech/Web
If Threshold’s skilled residential marketing designers only cared about getting the most information to the customer, our websites would look a lot like this blog post. We’d see a whole lot of text and the sites would have very little visual appeal.
That approach works well for blog posts and articles, but websites are a sensory experience; a virtual market where people spend their time enlarging floor plans, scrolling down lists of amenities and clicking through gallery images.
Of course, many prospective residents don’t spend much time on websites at all. Marketing to Millennials is all about keeping their attention, but plenty of lost customers see the homepage and immediately click away after deciding the property isn’t for them. In today’s post, we’re going to take a look at the most important elements to keep residents interested in your property, and get them to click on those important action buttons.
Animation
Animation helps communicate messages with style, drawing the user’s eye towards moving images instead without them having to load a video or click a “play” button. Animation can be as simple as rotating sliders on a homepage or as complex as animated water in a resort-style pool. Even the most simple movement can be the difference between grabbing and losing a customer’s interest.
Material Design and Beyond
As anyone in the digital marketing industry knows, when Google makes changes, the rest of the web follows suit. Google was the first big company to take “Flat Design” and turn it into something with depth and layers. Material Design pairs geometric shapes with shadows, movement and overlays to create visually appealing websites and web apps. That’s not the say that Material Design is the only way to make websites, but it’s certainly a look that internet users are familiar with and understand intuitively, which is always a positive. Speaking of making sure users can understand your website…
Navigation
Most property sites need the same standard pages in the navigation bar: About Us, Floor Plans, Amenities, Gallery, and Apply Now. Obviously, there are some exceptions, but every property website needs to cover those basic pages before moving on to anything else. Navigation doesn’t have to only happen via Navigation Bar though. In fact, more and more websites are using the “long-scroll” look, where all pages are accessible when the user simply scrolls down from the top of the homepage.
The whole point of a website is to get the prospect to take action, so keeping the complex navigation to a minimum helps steer prospective residents toward the “Schedule a Tour” button or the “Apply Now” button without too much extra fluff. Most properties sell a lifestyle just as much as they sell an apartment, so it’s important to convey that lifestyle with big, bold images and impactful design. People will locate the amenities and floor plans if they are interested in learning more, but they won’t be interested in learning more without a simple, impactful message on the home page.
Customized Google Maps
Most of your website’s visitors will be familiar with the look, feel and functionality of a Google Maps plug-in, it’s very common in residential marketing. So much so, that they may just glaze right over it. Customizing your Google Map, however, offers prospective residents a totally new experience with a tool that they’re already familiar with. At Threshold, we often highlight certain locations around the property, such as restaurants, shopping centers, gyms and coffee shops. This gives residents an idea of what life will be like living in the neighborhood.
The best website designers know how to quickly — and beautifully—convey the lifestyle promised at every property. This is where animation, navigation tools, and customization come into play. Each element helps create a feeling within the website visitor that (hopefully) convinces them to explore the website and property further.
Is your property’s website up to date? Let Threshold’s designers come up with some creative marketing ideas for apartments in your portfolio. Our website development team will then create a responsive websites that drive traffic to your front door.
by threshold | Oct 20, 2016 | All, Tech/Web
Apartment marketing for mobile devices is as much about usability as it is about getting noticed. In software engineering, usability is the degree to which a software can be used by specified consumers to achieve objectives with effectiveness, efficiency, and satisfaction. Over the past 10 years, Google’s search algorithm updates have focused mainly on the “satisfaction” part of this definition. The updates that Google makes to its algorithm are usually intended to improve the experience users have browsing the web.
Quick, think of the most annoying thing that you encounter when browsing the web on a mobile device. Many of you probably thought of mobile pop-up ads, which cause slow web page loading times and delay how quickly we can access content. Google hears you, and the tech giant has updated its search algorithm to lower search rankings for websites that feature mobile pop-up ads.
This change to Google’s algorithm will have major implications for many property websites that run promotions through mobile pop-up ads. Threshold has been creating and implementing pop-up ads on desktop and mobile for quite some time, so it’s part of our job to stay on top of any changing trends in the industry. That’s why we’re going to explain how the latest Google update will affect your property’s website.
In 2014, Google made a push to make the web more mobile-friendly. Pages that were mobile-optimized—that is, they featured readable text and had well-spaced links that were easy to tap with a finger—were ranked higher in search results. That update had the intended effect, and in 2016 Google announced that 85% of mobile search results are optimized as Google intended. This prompted Google to introduce new mobile-specific ranking criteria meant to further improve the mobile browsing experience.
Enter Google’s latest update, which will now favor websites that lack “interstitials.” Interstitials are ads that force exposure to the advertisement before visitors can continue on their content path. Think mobile pop-ups, full-page ads and between-the-page ads.
The algorithmic changes will go into effect on January 10th, 2017, and Google’s official stance on the issue is as follows:
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible,” Google’s official announcement states. “This can be problematic on mobile devices where screens are often smaller.”
Although Google’s new update may seem daunting because of the way it will affect your property’s website, it’s actually a good thing for the overall mobile web user experience. The easier it is for people to use the web on their mobile devices, they more often they will be able to search for your property and access your site. Instead of forcing users to view mobile-pop up ads, marketers and apartment managers must come up with new apartment marketing ideas that consider users wants and needs in creative ways. Google’s update won’t crush anyone’s business, it will just force us all to create a better user experience on mobile websites.
Staying on the first page in Google’s search results is more important that any mobile-pop up ad. Thus, the first step to conforming to Google’s algorithmic changes is to remove mobile pop-up ads and other interstitials. The second step is to create worthwhile content that draws users in without disrupting their mobile web experience. Blogs and other similar content will become more valuable than ever, as websites search for marketing ideas for apartments that get information to users without using pop-up ads. As usual, content is king.
Threshold performs blog writing services for many of our clients. If you aren’t using blogs to update your web content and boost SEO rankings, now is a great time to start. We are also already making changes to our clients’ websites to prepare for the algorithmic changes. If you’re unsure about the viability of your mobile site, contact Threshold today for an assessment.
