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 | Apr 4, 2024 | Creative, Design, Digital Marketing, General, Marketing, Tech/Web
PeakMade Real Estate came to us needing a platform that allowed for a more streamlined approach to websites across their portfolio and understood that the user journey is different across their various markets.
So we did what we do best, implementing website templates optimized for Peak’s audiences that have significantly reduced website development time and include a custom Entrata integration that converts better than any leading property management software on the market.
when we say best, we mean it.
We wanted to not only simplify website development but also provide PeakMade’s portfolio with a marketing tool that amplified lead generation. Each template design was to be innovative, with thoughtful movement of content to engage the viewer while not overwhelming them.
Our adaptable designs show an immediate improvement in conversion rates in the PeakMade portfolio, with lower costs to acquire leads when comparing the performance of their pay-per-click campaigns year-over-year from pre-templated Threshold websites to post.
Claremont Collegiate Apartments in Claremont, CA. saw:
- A 213% increase in conversion rate
- A 65% decrease in cost per conversion
University Gateway in Los Angeles, CA. saw:
- A 1,607% increase in conversion rate
- An 83% decrease in cost per conversion
Impressed? See more for yourself.
a custom integration? you got it.
Up until now, Entrata’s API allowed only floor plan pricing to be pulled into websites. Threshold built a custom integration for Entrata that retrieves several data points such as property floor plan details, availability, pricing, specials, and general property promotions, leveraging automation and increasing website accuracy and sustainability.
Our custom PeakMade templated designs and integration go far beyond the current property website capabilities, allowing property managers to:
- Set a custom pricing label option for floor plans with the ability to customize individual floor plan specials and floor plan name options
- Introduce a rent pricing override option for quick and easy discounted pricing updates when needed
- Create specials and offers that automatically remove themselves from the website when they expire
What does this mean for the property management teams?
- Information refreshes automatically
- No more spending precious hours updating leasing information or submitting requests through Threshold
- User-friendly back-end access to make certain edits on their own, without having to wait the standard 24-72 hour agency request turnaround time
- Focus on leasing and know that the property’s website is accurate and up-to-date
we love results.
How fast do you need a website? Because Threshold and PeakMade launched several of these custom website templates in only 26 business days. But the results don’t stop there.
When switching their property websites from Entrata templated designs to Threshold’s customized solution, PeakMade saw some dramatic improvements.
Taking a sample of 10 property websites from 2022-2023, the PeakMade team saw the following changes:
- Average time on a website increased by 33 seconds across all sites
- An engagement rate increase of 7.74%
- A goal conversion rate increase of 77.61%
before you go.
The 411? Using the Entrata designs and limited plugins was costing PeakMade properties conversions. Their new Threshold website templates look better than the previous property websites and provide a much-improved user experience that’s consistently resulting in better website engagement and higher lease numbers.
Let’s propel you forward. Your place for your every marketing need, with us you can go a la carte or take all the carts. Talk to a Marketing Specialist today.
by threshold | Nov 24, 2023 | Digital Marketing, General, Marketing
Ava Page
Welcome to the ultimate Pay-Per-Click (PPC) guide to help you excel in your next marketing campaign (hopefully with us)! At Threshold Agency, we know that mastering PPC advertising
is like discovering a treasure trove for your marketing strategy.
Ready to dive into this guide? We’ll uncover the secrets and strategies that’ll turn your PPC game into a winning streak.
understanding the basics of ppc.
PPC is like planting seeds that instantly sprout into visibility and clicks. This advertising method charges you for every click your ad receives, making it a swift way to capture attention.
But the real magic lies in how you wield this power strategically.
keyword research and selection.
In the quest for the perfect keywords, think of yourself as a detective on a thrilling case. Use tools like Google Keyword Planner or SEMrush to uncover those hidden gems —
keywords with high searches and low competition. The longer the keyword, the more precise your aim.
crafting compelling ad copy.
Think of your ad copy as your knight in shining armor—bold, captivating, and irresistible! Weave in those chosen keywords naturally, flaunt your unique selling points,
and don’t forget the battle cry—a compelling call-to-action (CTA). Test different versions to see which holds the strongest impact.
optimizing landing pages.
So, you’ve lured them in with your ad—now what? Your landing page should be the treasure map that guides them to their bounty. Keep it relevant, user-friendly,
and armed with persuasive content that converts visitors into allies.
bid management and budget allocation.
Managing your bids
is like a strategic duel—constantly maneuvering to claim the winning spot. Keep a watchful eye on performance data, adjust bids, and allocate your budget
wisely to champion those high-performing keywords and audiences.
utilizing ad extensions.
Ad extensions are like adding secret compartments to your ad, offering more treasures to your audience. Site links, callouts, location extensions, and structured snippets —
these are the secret weapons that make your ad shine brighter.
tracking and analytics.
The tools you definitely need to make sure you have in your kit? Analytics, like Google Analytics and Google Ads. Dive deep into data to unravel trends, understand your
audience’s journey, and make informed decisions to steer your campaign toward success.
remarketing and retargeting.
It’s time to bring back those adventurers who have had a glimpse of the goods but haven’t committed. Tailor your ads to their interests or actions, encouraging them to
return and claim their reward – your brand!
continuous testing and optimization.
Think of PPC as a grand experiment—constantly mix, test, and refine. Tiny tweaks could unleash a tidal wave of success over time.
overwhelmed? don’t be.
This may seem like a lot of information, and even more setup and maintenance. After all, you’re busy running your brand! But, there’s no need to fret.
This is kind of our thing. Let us get your marketing where it needs to be. After all, we’re the ones who can market your everything.
to sum things up.
With these strategies under your belt, you’re on the brink of PPC mastery! At Threshold, we specialize in crafting tailored PPC strategies that take your brand on an
exhilarating journey to success.
Ready to embark on this adventure together? Reach out to us today.
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 and PromoShak social channels and strategies, blog content, SEO maintenance,
and aids in digital marketing activation. She’s kind of a jack-of-all-trades.
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 fur babies.
by threshold | Oct 24, 2023 | Creative, Digital Marketing, General, Marketing
Ava Page
We’re about to dive headfirst into the exciting world of copywriting – the secret sauce behind high-performing websites, ads, and social media content.
If you’re looking to boost your online presence and turn casual visitors into loyal customers, you’ve come to the right place.
the power behind words.
In the digital age, where attention spans are shorter than ever, your words matter more than you might think. Every word on your website, in your advertisements, and on your social media profiles should work like a magnet, pulling your audience in and compelling them to take action.
That’s the magic of high-converting copy.
why high-performing copy matters.
engagement.
Great copy sparks interest and keeps your audience engaged. It’s the bridge that connects your audience to your message.
conversions.
The ultimate goal of any online presence is to convert visitors into customers. High-performing copywriting can make that happen.
brand voice.
Your copy is your brand’s voice – it should be unique, relatable, and memorable.
Now, let’s roll up our sleeves and discover how you can create copy that works wonders for your business.
know your audience.
Before you put pen to paper (or fingers to keyboard), you must understand your audience inside and out.
Who are they? What problems do they face? How can your product or service solve those problems?
Tailor your message to speak directly to your audience’s pain points and desires.
embrace the AIDA formula.
AIDA stands for Attention, Interest, Desire, and Action. It’s a classic formula that works wonders for copywriting, like so:
attention.
The first step in creating high-performing copy is to capture your audience’s attention right from the start. Your headline or opening sentence is your first impression, and it needs to be compelling. Here’s how to do it:
create intrigue.
Start with something that piques curiosity or poses a thought-provoking question. For instance, “Are You Making These Common Mistakes in Your Marketing?”
interest.
Keep their interest alive by discussing their problems or needs.
power words.
Incorporate words that evoke emotion or excitement. Words like “ultimate,” “exclusive,” or “revolutionary” can add impact to your headline.
desire.
Show them how your product or service can fulfill their desires.
pain points.
Identify a problem your audience faces, and highlight it in your headline. People are drawn to solutions to their problems.
action.
Finally, ask for the action you want them to take, whether it’s signing up, buying, or sharing.
sense of urgency.
Encourage immediate action by introducing urgency, such as limited-time offers or deadlines.
keep things clear and concise.
In the online world, less is often more. Clear, concise copy is easy to read and understand. Avoid jargon and complex language. Instead, use simple words and short sentences that get your point across quickly.
tell your story.
Humans are wired to connect with stories. Weave narratives into your copy to make your brand more relatable and memorable. Share customer success stories or anecdotes that showcase your product or service’s value.
test and optimize.
Copywriting is an art, but it’s also a science. Don’t be afraid to A/B test different versions of your copy to see what resonates best with your audience. Use tools like Google Analytics to track the performance of your copy and make data-driven improvements.
keywords & SEO.
For web copy, don’t forget the importance of keywords. Research relevant keywords and incorporate them naturally into your content. This will not only make your content more search-engine friendly but also help you reach the right audience.
always proofread.
Nothing screams unprofessionalism like typos and grammatical errors. Always proofread and edit your copy to ensure it’s polished and error-free.
And, if you’re able, it’s always a plus to get a second set of eyes on your work to pick up on things you may have missed, or even to give you a suggestion on how to make something just a little better.
to sum it up.
High-conversion, high-performing copywriting isn’t just a skill – it’s an art that requires a deep understanding of your audience, a mastery of language, and a sprinkle of creativity.
By following these tips, you can transform your online presence, boost your conversions, and create a lasting impact in the digital world. Remember, it’s not just about words; it’s about the magic those words create.
So, go ahead, write with professionalism, craft with playfulness, and watch your conversions soar.
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 Content Marketing Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing.
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 fur babies.
