Write a Winning Multifamily Marketing Plan is a must-have companion guide to creating a successful marketing plan for your community! This book is designed to walk you through the entire process step-by-step while providing you with the tools, forms, and critical information needed to analyze and evaluate your community’s needs, define your plan, monitor its success, and improve and adjust as needed. You’ll learn the facts and real-world information needed to create not just your plan, but also the community ads, flyers, and direct mail programs, and social media strategies that will make it most effective. The book also includes an appendix of tools and forms to help you refine your plan, and a complete marketing plan written by Tami Siewruk for a community that she successfully developed and leased-up, personally!
The contents are listed below.
Write a Winning Multifamily Marketing Plan (Softcover Item #MPS01)
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TABLE OF CONTENTS
INTRODUCTION
CHAPTER ONE: DETERMINE YOUR OBJECTIVE
Leasing and Traffic Objectives
CHAPTER TWO: ACHIEVING YOUR OBJECTIVE
Assessing Your Current Marketing Efforts
Market Conditions and Demographics
Demographics and Current Resident Profiles
How to Obtain and Use Demographic Information
Completing a Resident Profile
Paint a Picture
Using Resident Profile Information
Creating a Pin Map
Assessing the Competition
What Is a Comparable Survey and What Does It Contain?
Pricing and Concessions
CHAPTER THREE: ADVERTISING
Your Print Media Strategy
“Image” Materials
Community Clothing / Career Apparel
Making the Most of Electronic Communications
Community Brochure
Community Newsletter
Yellow Pages
Apartment Publications
Newspaper
Cinema Billboards
Radio
Banners
Billboards
Advertising Your Community Online
Driving Traffic to Your Web Site
Online Apartment Advertisers
Launching Your Social Media Program
CHAPTER FOUR: TRAFFIC GENERATION
Curb Appeal
Signage
Entrance Signs and Amenities
Bootleg, “Burma Shave,” and Sandwich Board Signs
Referrals
Conventional Locator Services
Competitor Referrals – Turning a HUGE Expense Into a Profit Center
Starting an Effective Competitive Referral Program
Marketing Calls and Merchant Referrals
Blitz and Merchant Marketing Calls
Corporate Calls
Generating Traffic Through Cross Marketing
The Marketing Call Kit
Resident Referrals
CHAPTER FIVE: PUBLIC RELATIONS
Press Kits
Articles
Press Releases
Community Events
Purposes and Types of Resident Events
Resident Recreational Survey
Planning Successful Events
Be Prepared for Successful Resident Events
Event and Social Activity Planning Guide
Guest List
Promotion
Invitations
Shopping List
Set The Stage for a Perfect Event
Staffing
CHAPTER SIX: LEASING WITHIN THE CONTEXT OF
YOUR PLAN
Setting the Stage for Leasing
Leasing Policies
Leasing Professionals’ Roles and Responsibilities
CHAPTER SEVEN: RESIDENT RETENTION
The 2-2-3-3 Program
Custom Home Upgrade Options
Value-Added Services
CHAPTER EIGHT: RENEWALS AND RAISING RENT
Raising Rents
CHAPTER NINE: IMPLEMENTING THE PLAN
Ad Production
Ad Placement
Print Advertising Checklist
The Print Advertising Schedule
Printing of “Image” and Other Supporting Materials
Legal Guidelines for Apartment Advertising
Elements of Effective Ads: Writing Ads That Sell
CHAPTER TEN: MONITORING THE PLAN
Advertising Response
Closing Ratios
Industry Closing Benchmarks
Renewal Ratio
Refining Your Strategy
When the Market Fizzles, Your Ads Have to Sizzle!
Internal Communication
APPENDIX I – Tools and Forms
APPENDIX II – Sample Marketing Plan
APPENDIX III – Glossary of Terms
