by threshold | Oct 18, 2024 | Digital Marketing, Financial Marketing, General, Marketing, Thought Leadership
Billy Wilkinson
so, what’s the big goal at threshold?
People often ask me, what are we trying to accomplish at Threshold? I field this question from a lot of varied parties – from larger agencies to clients to PE, just about everyone asks and it’s an easy question to answer (now). When you look at our Vision, Mission, and Values, we have set a course to crash with the fundamentals of marketing deliberately.
It’s everyone’s belief that there are three principles to service delivery: there’s fast, there’s high quality, and there’s cheap. Common belief is that you can choose two of the three and that’s where concentric circles align.
we’re flipping the service model.
We are on a mission to change that belief; it’s our goal to deliver all three things to our clients. Our strategy has been and continues to be to focus on specific industry niches that make us specialists in that area. We focus on full service marketing to deliver results to our clients who lack the resources to do the marketing and lead generation they really want to do. They are strapped for people, for time, for money, and much more and they need a partner that gets them.
Our first industry was real estate (really apartments) and then we moved into financial institutions (banks and credit unions). These are core to how we operate and by keeping a laser focus on our approach, we are able to deliver on our vision which is to “Make everyone rethink what they expect from marketing” and our mission to “Deliver remarkable results by constantly breaking the barriers of affordability, quality, and timeliness.”
intense industry focus = our sweet spot.
So how do we accomplish this and what separates us from the pack? The main thing is that by focusing on specific industries, it allows us to hone in on our processes, people, pricing, tech stack and all things that help us be more efficient with our work.
For example, we have been designing and delivering websites for over 10 years. The last few years, we started testing a monthly payment model and a delivery system that allowed us to deliver websites faster and better. Our approach and desire to meet all three goals drove that outcome and I’m excited about what our THeam has done and how they continue to innovate to deliver incredible websites to everyone we serve.
We started our journey in the real estate industry, mostly focused on apartments (student housing, conventional, active adult, BTR, and more) and then moved into community financial institutions which have very similar needs. Those industries will continue to expand as we explore others that fit our model and we feel confident about success with the client base and for us.
faster, better, and obsessed with results.
In our Digital department, we have been told by new clients that one reason we continue to earn new business is the speed at which we deliver new campaign launches. We have heard some clients being asked to wait 30+ days for new campaigns to be delivered. Now – if you are a property manager needing leases or a bank or credit union that’s looking for deposits, can you imagine needing to wait that long? Me neither. While speed to market is critical, our results outperform industry benchmarks regularly. But we don’t stop there; we measure against client benchmarks and our own benchmarks which are more stringent than normal digital benchmarks. As we do this, we report on them to our clients and we beat additional benchmarks regularly to make sure our clients are validating their marketing dollars.
By specializing and focusing and constantly pushing our THeam to be better, use new technology, and use the intelligence available to them, we launch campaigns in 10 business days or less (on average). While search can launch faster, our typical delays are due to approvals for creative or compliance, but other than that, our clients are not waiting on us to start getting the traffic they need to succeed.
raison d’être.
Our competitors come in all shapes and sizes; from agencies to internal marketing shops to software companies that sell marketing when it’s not their core offering. We provide the trifecta for our clients to separate us and the user experience and lead creation leads the way.
Our clients, their marketing efforts, and their success are not an afterthought, but our raison d’être. And THAT is what we are accomplishing at Threshold.
by threshold | Sep 10, 2024 | General, Marketing, Thought Leadership
Amanda Spicer
Digital CSM
The real estate industry has always been very dynamic, but recently, it has undergone significant shifts that have impacted renters. As the housing market continues to evolve, renters find themselves navigating a difficult environment influenced by economic conditions, changing demand, and new trends.
Let’s take a closer look at the current state of the real estate industry for renters, including some challenges they face and opportunities that are coming.
rising rental costs.
One of the most pressing issues for renters today is the continuous rise in rental costs. Across urban and suburban areas, rental prices have skyrocketed, making it increasingly difficult for many to afford housing. An analysis of Zillow and StreetEasy’s rental data shows that rent prices across the US are increasing at a faster pace than wages, especially in major cities like New York. This mismatch between rising rents and stagnant wages means a larger portion of people’s income is going towards housing, making affordability more difficult and unrealistic. Several factors contribute to this trend, including:
- High Demand & Low Supply: The demand for rental properties has outgrown the supply, particularly in high-demand areas like major cities and hubs. This imbalance is contributing to higher costs, leaving renters with very few affordable options.
- Inflation & Economic Pressures: As inflation affects the entire economy, owners are often compelled to raise rents to cover their costs for property maintenance, taxes, and utilities.
- Post-Pandemic Market Adjustments: The COVID-19 pandemic led to fluctuations in the rental market, with some areas experiencing temporary rent drops. However, as the market has rebounded, rents have significantly increased.
For renters, these rising costs mean that budgeting for housing requires careful planning and may require exploring alternative living options. We have seen an influx in sharing spaces, tiny living, or relocating to less expensive areas.
the shift toward suburban and rural rentals.
The pandemic has accelerated a trend toward suburban and rural living. With the rise of remote-first work, many renters are no longer tied to urban areas and are seeing more space and affordability in suburban or rural areas. This shift has resulted in:
- Increased Demand in Suburban + Urban Areas: Suburban and rural areas have seen a surge in demand for rental properties. This increase is now driving up rents in these areas.
- Changing Rental Market Dynamics: Owners in traditionally less competitive markets are finding themselves in a stronger position, able to demand higher rents and offer fewer concessions.
For renters, this trend opens up opportunities to find more spacious and affordable housing, but it also requires adjusting to different lifestyles and potentially longer commutes for in-person work.
the rise of build-to-rent communities.
A huge development in the real estate industry is the rise of build-to-rent (BTR) communities. There are residential developments specifically designed for renting rather than selling. BTR properties offer a wide range of amenities and are often managed by professional property management companies, providing a higher level of service than traditional private rentals.
Some benefits include:
- Modern Amenities & Services: BTR communities often come with features like gyms, pools, coworking spaces (perfect for remote work), and community events, perfect for a high-end lifestyle. And, regularly exceeding the offerings of a traditional apartment complex.
- Flexibility & Stability: Renters in BTR communities may benefit from long lease terms and more stable rental costs, proving better security and predictability.
However, the premium nature of these properties can also mean higher rents, so renters are forced to weigh the value of amenities against the cost.
As the demand for BTR communities grows, strategic digital campaigns are essential to stand out in the market. In August 2023, we teamed up with a BTR community near Atlanta to help boost leasing and reach their 94% occupancy goal by April 2024. Through dynamic Google and Social Media campaigns, we surpassed expectations. In just six months, they achieved 100% occupancy, over 300,000 impressions, and an impressive 80% average website engagement rate.
For more details, check out our recent Legato Lakes Case Study.
the impact of technology on renting.
Technology continues to revolutionize the rental experience, making it easier for renters to find, lease, and manage their homes. Some of the ways technology is impacting renters include:
- Online Rental Platforms: Websites and apps have streamlined the process of searching for and applying to rental properties, giving renters access to more options.
- Smart Home Features: Many rental properties are equipped with smart home technology, such as keyless entry, smart thermostats, and security systems, enhancing convenience and safety.
- Virtual Tours & Remote Leasing: The pandemic accelerated the acceptance of virtual tours and remote leasing, allowing renters to view and secure properties without needing to be physically present.
These technological advancements offer greater convenience but also require renters to be more tech-savvy and vigilant about online security.
opportunities for renters.
Despite the challenges, there are still many opportunities in today’s market:
- Rent-to-Own Programs: Some developers and owners offer rent-to-own options, allowing renters to build equity in their home over time with an option to purchase the property later. This can be a viable path to homeownership for those who are not able to provide a down payment.
- Exploring Emerging Markets: Renters willing to explore new up-and-coming neighborhoods or smaller cities can often find more affordable rents and a higher quality of life, with the added benefit of potentially seeing property values rise if they choose to purchase in the future.
- Specials & Concessions: In some markets, especially where there is a surplus of rentals, owners and property managers may offer competitive pricing, specials, or additional concessions, such as discounts on rent or waived application fees.
The current state of the real estate industry presents both challenges and opportunities for renters. Rising rental costs, shifting market dynamics, and the impact of technology are all forming a new landscape. By staying informed and being strategic, renters can navigate these changes and find housing that meets their needs and budget. As the market continues to evolve, renters who are adaptable and proactive will be best positioned to thrive in this complex industry.
about the author.
Amanda is the Digital Junior Client Success Manager at Threshold. In her role, she is responsible for relationship management, client advocacy, renewals and upsells, monitoring metrics, strategy development, and documentation and reporting. When she’s not busy managing her clients, you can find her picking out new plants, watching Cowboys football, running her small business, or spending time with her fur baby, Daisy Marie.
by threshold | Aug 10, 2024 | Digital Marketing, General, Marketing, Tech/Web, Thought Leadership
Ava Page
If you’ve been following the digital marketing world lately, you probably know that Google has been hyping up the end of third-party cookies for what feels like forever. We were all gearing up for this big change—prepping strategies, learning new tools, and basically getting ready to say goodbye to the little data trackers we’ve all relied on.
But now, Google has pulled a plot twist: they’re not getting rid of third-party cookies after all. Soooo…what now?
the great cookie debate.
First, let’s rewind a bit. Third-party cookies have been the backbone of digital advertising for years. They help brands track users across different websites, allowing for targeted ads and personalized experiences. But as privacy concerns grew, Google announced they’d phase out these cookies by 2022, later pushing it to 2023, and then 2024. And now? Well, third-party cookies are sticking around, at least for the foreseeable future.
So, what does this mean for marketers? Should we all just go back to business as usual? Not exactly.
why Google changed its mind.
Before we dive into the future, let’s talk about why Google hit the pause button on this cookie extinction. The short answer: the alternative solutions weren’t ready yet. Google’s Privacy Sandbox, which was supposed to be the privacy-friendly replacement, still needs more time in the oven. By delaying the cookie cut-off, Google is buying time to develop a solution that balances user privacy with the needs of advertisers.
what this means for marketers.
Okay, so third-party cookies are still around, but that doesn’t mean we should get too comfortable. The industry is still moving toward a more privacy-focused future, and it’s only a matter of time before cookies really do crumble. Here’s how to navigate this ever-changing landscape:
don’t ditch your privacy strategy.
Just because Google hit the brakes doesn’t mean privacy concerns are going away. Consumers are still demanding more control over their data, and regulations like GDPR and CCPA aren’t budging. Keep working on building a first-party data strategy, enhancing your consent management practices, and exploring alternative tracking solutions.
keep an eye on Google’s privacy sandbox.
Google’s Privacy Sandbox is still in the works, and it’s going to be a big deal when it’s ready. The idea is to create privacy-friendly ways to target ads without relying on third-party cookies. While we’re still waiting for the full rollout, now’s the time to stay informed and start testing the new tools as they become available.
diversify your targeting methods.
Cookies aren’t the only game in town. Contextual advertising, which targets ads based on the content of a webpage rather than user behavior, is making a comeback. Additionally, investing in first-party data (like email lists and CRM data) and leveraging tools like Google’s FLoC (Federated Learning of Cohorts) will help future-proof your strategy.
focus on building trust.
At the end of the day, trust is what’s going to keep your audience engaged. Be transparent about how you use data, give users control over their privacy settings, and prioritize creating meaningful, relevant content. The more your audience trusts you, the more likely they are to stick around—even as the digital landscape shifts.
to sum things up.
The cookie situation might be in limbo, but one thing’s for sure: the digital advertising world is changing. While Google’s latest announcement may give us a little more time to adjust, it’s clear that the future will still be privacy-focused. So, keep building your privacy-first strategies, stay flexible, and be ready to adapt to whatever comes next.
What now? We keep moving forward, keep innovating, and keep building strategies that not only survive but thrive in this new era of digital marketing. The future of cookies might be uncertain, but one thing’s for sure—there’s never a dull moment in the world of marketing!
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold social channels, blog content, and SEO maintenance. She also aids in digital marketing strategies as a part of the activation team, focusing on setups and optimizations of campaigns ranging from social to display, and all the fun bits in between.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her two dogs, Miska and Noodle, & two cats, T’Challa and Ada.
by threshold | Jul 10, 2024 | Creative, Design, Digital Marketing, General, Marketing, Thought Leadership
Mai Mongelous
In the world of business, marketing and branding are often used interchangeably, but they serve different purposes. While both are crucial to a company's success, understanding their differences can help you utilize them effectively. This blog post will delve into the distinctions between marketing and branding and why each is essential for your business.
what is branding?
Branding is the process of creating a unique identity for a product, service, or company. It involves defining the company's mission, values, and personality and how these elements are communicated to the target audience.
key components of branding:
- brand identity: This includes logos, color schemes, typography, and other visual elements that represent your brand.
- brand voice: The tone and style of communication used by the brand, whether it's formal, friendly, witty, or authoritative.
- brand promise: The value or experience a brand promises to deliver to its customers.
- brand values: The principles and beliefs that the brand stands for and promotes.
Branding is about shaping perceptions and building a reputation. It creates a connection with the audience, fostering loyalty and trust.
what is marketing?
Marketing, on the other hand, refers to the strategies and tactics used to promote and sell products or services. It involves market research, advertising, sales strategies, and customer engagement.
key components of marketing:
- market research: Understanding the target audience, their needs, preferences, and behaviors.
- advertising: Creating campaigns to promote products or services through various channels like social media, television, print, and online ads.
- content marketing: Producing valuable and relevant content to attract and engage the target audience.
- sales strategies: Techniques used to close sales and generate revenue.
- customer engagement: Building and maintaining relationships with customers through interactions and feedback.
Marketing is about reaching out to potential customers and persuading them to choose your product or service.
key differences between marketing and branding.
purpose:
-
- branding: Focuses on defining and communicating the identity and values of the company.
- marketing: Focuses on promoting products or services to drive sales.
scope:
-
- branding: Long-term and holistic, encompassing the entire company's ethos and image.
- marketing: Short-term and tactical, often campaign-based to achieve specific objectives.
outcome:
-
- branding: Aims to build a loyal customer base by creating a strong emotional connection.
- marketing: Aims to generate leads, increase sales, and boost market presence.
consistency:
-
- branding: Requires consistency in message and visual elements to maintain a coherent brand image.
- marketing: Can vary in message and tactics based on different campaigns and target audiences.
why both are essential.
While branding establishes your business's identity and builds customer loyalty, marketing drives the immediate actions that result in sales. Together, they create a powerful synergy. A strong brand makes marketing efforts more effective, and effective marketing enhances brand recognition and loyalty.
By understanding and leveraging the distinct roles of marketing and branding, businesses can create a strong, recognizable presence and effectively reach their target audience.
Remember, while marketing brings in customers, branding keeps them coming back.
by threshold | Jun 24, 2024 | Culture, Digital Marketing, General, Marketing, Thought Leadership
Alfred Perez
The short-term rental market has experienced significant transformations over the past few years, driven by technological advancements, changing travel behaviors, and evolving consumer preferences. As we delve into 2024, several trends are shaping this dynamic industry, offering insights into what hosts, property managers, and travelers can expect.
the rise of digital nomadism.
One of the most significant shifts in the short-term rental market is the rise of digital nomadism. The COVID-19 pandemic accelerated remote work trends, allowing professionals to work from virtually anywhere. This flexibility has led many to adopt a nomadic lifestyle, moving between cities and countries while maintaining their jobs. Consequently, there is an increased demand for rentals that cater to longer stays and provide amenities conducive to remote work, such as high-speed internet, dedicated workspaces, and quiet environments.
growth of suburban and rural rentals.
While urban centers have traditionally dominated the short-term rental market, there's been a noticeable shift towards suburban and rural areas. Travelers are increasingly seeking escapes from crowded cities, opting for the tranquility and space offered by less densely populated regions. This trend has been fueled by a desire for more outdoor activities, privacy, and unique experiences that are often less accessible in urban settings.
increased use of technology.
Technology continues to revolutionize the short-term rental industry. Property management software, smart home devices, and advanced booking platforms enhance the guest experience and streamline operations for hosts. Keyless entry systems, automated check-in/check-out processes, and AI-powered customer service are becoming standard features. Additionally, data analytics tools help hosts optimize pricing and occupancy rates, improving profitability.
personalization and unique experiences.
Travelers are increasingly seeking personalized and unique experiences. Hosts are differentiating their properties by offering tailored services and local experiences, such as guided tours, cooking classes, and adventure activities. Themed rentals, boutique accommodations, and properties with distinctive architectural or historical significance are particularly popular. Personalization extends to communication as well, with hosts using automated messaging systems to provide guests with customized recommendations and local insights.
diverse accommodation options.
The diversity of accommodation options within the short-term rental market is expanding. Beyond traditional homes and apartments, travelers are exploring stays in tiny houses, treehouses, yurts, and houseboats. This variety caters to different tastes and preferences, offering unique and memorable experiences. The trend towards alternative accommodations reflects a broader desire for novelty and adventure in travel experiences.
to wrap things up.
The short-term rental market is evolving rapidly, driven by changes in traveler behavior, technological advancements, and broader societal trends. Hosts and property managers who stay ahead of these trends can capitalize on new opportunities and meet the evolving demands of modern travelers. Whether it's catering to digital nomads, embracing sustainability, or leveraging technology, the future of short-term rentals promises to be dynamic and full of potential.
by threshold | Jun 8, 2024 | Digital Marketing, Marketing, Tech/Web, Thought Leadership
Google’s Core Web Vitals underwent a significant update on March 12, 2024. This update is crucial as it introduces a new primary metric for assessing web performance-interaction to Next Paint (INP), replacing First Input Delay (FID). This change fundamentally alters how we measure website responsiveness. INP provides a more comprehensive assessment by considering the time it takes for a webpage to respond to user interaction and update the screen visually.
a brief summary.
- the update: First Input Delay (FID) is no longer a Core Web Vital metric. Starting March 12, 2024, INP takes precedence.
- what is INP: INP evaluates a webpage’s responsiveness by measuring the delay between a user’s action (such as clicking a button) and the browser’s visual response (like the button changing color).
- why it matters: As SEOs, your role in optimizing for INP has become even more crucial. Those who previously focused on FID optimization should now prioritize INP. Google has provided a guide to aid in this transition, underlining the importance of your contribution to this process.
While INP is important, it’s not the only factor to consider. The main goal remains to create a user-centric website that excels in speed and responsiveness. Concentrate on making meaningful enhancements to your site’s overall user experience rather than striving for a perfect INP score.
Click Here To Learn More About INP
what are other core web vitals?
While Interaction to Next Paint (INP) measures responsiveness, the other important Core Web Vitals focus on loading speed and visual stability, which are all key aspects of user experience.
- largest contentful paint (LCP) measures loading speed
- cumulative layout shift (CLS) measures visual stability
Core Web Vitals measures real-world usage data and focuses on the metrics that are most important to users to accurately evaluate user experience. Website owners can use these metrics to identify areas for improvement and enhance site performance for a better user experience.
Click Here To Learn More About Web Vitals
why are core web vitals important?
Core Web Vitals are essential for optimizing website performance. By improving them, you’re not only following Google’s best practices but also attracting more traffic and improving conversions for your online business.
the benefits of passing Core Web Vitals include:
- Enhanced User Experience: Optimizing Core Web Vitals leads to faster loading times, smoother interactions, and a more visually stable browsing experience, which improves user satisfaction and engagement.
- Improved Search Engine Rankings: Google has included Core Web Vitals as ranking factors, meaning websites with better Core Web Vitals scores are more likely to increase visibility in Google search and attract more organic traffic. Slower page loading speed can negatively affect website indexation.
- Increased User Engagement: Websites that load within 2 seconds and offer a smooth user experience typically experience higher engagement, lower bounce rates, and increased conversions. Core Web Vitals optimization can positively impact user behaviour and business outcomes.
- Significant Boost in Conversions and Revenue: Websites optimized for Google’s Core Web Vitals generate more pageviews and encourage visitors to advance in their user journey more easily, increasing adequate monetization opportunities.
- Better User Retention: Optimized Core Web Vitals help create a positive loading experience for users, leading to longer visits, more content exploration, and higher chances of return visits. Removing performance barriers creates a frictionless conversion process beyond the first visit.
how can Threshold help optimize core web vitals?
Core Web Vitals are all about creating a smooth and fast user experience on your website. Imagine happy visitors who can find what they need quickly and interact with your site without frustration. You can make this a reality by focusing on performance during development and using effective strategies. Threshold empowers you to achieve this by providing the necessary tools and insights.
what Threshold can do for you:
- Identify bottlenecks: Threshold dives deep into your website’s performance, pinpointing areas that are slowing users down.
- Prioritize fixes: Not all issues are created equal. Threshold helps you understand which problems will most significantly impact your Core Web Vitals scores..
- Track progress: As improvements are implemented, Threshold monitors your progress.
- Stay ahead of the curve: The web is constantly evolving, and Threshold keeps you informed about the latest Web Vitals best practices.
With Threshold by your side, you can focus on creating a fantastic website experience for your visitors while Threshold handles the technical aspects of Core Web Vitals optimization.
