MarketingCynthia Clare

President, Kettler Management

November 04, 2015

Managing Build to Rent/PRSThe U.S. Experience

The objectives of the Marketing Plan are as follows:

 

• Build brand recognition

• Provide consistent messaging across all media platforms

• Match advertising to the target customer

• Advertise effectively

Marketing Plan

• Promotional site signage and prospect data collection

with landing page

• Select Agency for Campaign (if not already in process)

• Start Email Campaign and Social Media Influence

• Draw Floor Plans and Price Units

• Start Website Development

• Begin Community Outreach

• 90 days prior to opening begin pre-leasing

• Prospect VIP Event(s) begin

Pre-Leasing Marketing Timeline

Pre-Leasing Signage: Brand Recognition

Pre-Leasing Signage

• Provide construction updates to prospects and new residents

• Poll prospects about what services they would like at their new

community

• Build community

Pre-Leasing Social Media

Marketing Campaigns: Consistent Message

Marketing Materials

• Designed to pique the interest of the target demographic• CMS platform• Responsive design• GA tracking

Website Development

• Utilize Entrada products for online leasing

• Bundling products reduces costs

o Online lease/Leasing tablet

o Pricing and availability

o Lead management

o Craigslist postings

o Online payments

o Resident screening

o Renters insurance

o Call Center/Tracking

o Resident Portal

o Package notification

Online Leasing and Technology

SEO Benefits

Advertising: Match Advertising to the Target Customer

Advertising

• Email Campaigns – scheduled emails to be delivered

focusing on the building and area

• Eblasts – updates on specials and events

Email Marketing

• Participate in/sponsor area

events

• Property branded give-aways

Community Outreach

Kettler can provide in-house SEO and

SEM services which include creation of

PPC accounts, keyword research and

Google analytic set-up.

SEM

• Monthly or Quarterly Web Ex

• Ad Variations – Highlight

Specials

• National and Local Accounts

SEO

• Keyword updates in copy and

tags

• Incorporating social into

websites

• A/B testing

Desired Web Statistics

Average Monthly Visitors = 2,000

Average Monthly Unique Visitors =

1,800

Pages Per Visit = 4

Time On Site = 3:00

Average Bounce Rate = 30%

Average New Visits = 70%

SEM/SEO Services