High Tech, High Touch 2009 50+ Housing Symposium • Presented By: • Janis Ehlers, The Ehlers Group • Meredith Oliver, Meredith Communications • Josh Shron, Stampless Marketing
Trend #1Importance of Search Engine Marketing Where are you in Google? hint…#234,765 isn’t good!
Trend #1 • Importance of Search Engine Marketing Increasing visibility on the search engine results pages. • Paid Search • Search Engine Optimization (SEO) • Social Media
Trend #1Importance of Search Engine Marketing Paid Paid Organic
Trend #1 • Paid(Sponsored Links, Ad Words or Pay-Per-Click) • Great for short term • Immediate presence • Easy, do-it-yourself • Best with ongoing maintenance • Costs increase over time
Trend #1 • SEO(Search Engine Optimization) • Best long term strategy • Takes time to show results • Requires professional expertise • Changes constantly • Some risk involved
Trend #1 Search Engine Marketing Tips: • Use both • Balance them • Track results • Update frequently • Build links • Ask for feedback
Trend #2 – Surge of Social Media “Facebook is our living room…”CNN, April 2009
“Senior Females Storm Facebook- Older Users Fuel Growth” MarketingVox.com, February, 11, 2009 175%
Trend #2 – Surge of Social Media Getting Started: • Set goals • Decide on message • Organize resources • Select social media sites • Set up profiles • Start networking!
Trend #2 – Surge of Social Media Tips On Using Social Media: • Manage your message • Let go of control • Promote it • Be creative • Give it time • Set clear goals
E M A I L : Your Company’sMOST EFFECTIVE LEAST EXPENSIVE MARKETING ALTERNATIVE
Most Effective • Much Faster • Immediate Response • Measurable • Intimate • “Levels the Playing Field” Why Email?
Most Effective YOUR CUSTOMERS HAVE ASKED YOU TO SELL TO THEM!
But don’t we HATE marketing emails? • 57% of consumers feel they have a more positive impression of companies when they receive email from them. • 50% said they're more likely to buy products from companies who send them email • 71% remember email communications when making purchases at the sending company’s web site * According to a study by Epsilon, October 2008
Online PR Unlimited Web Opportunities With Online PR: Blogging Information should be different than press releases Keep content engaging, relevant and entertaining Offer tips and how to’s Keep it short Update regularly
Online PR Unlimited Web Opportunities With Online PR: Promote Your Community Online “Free Distribution Web Sites” (www.PRLeap.com) Newspapers’ community room forum Add community’s website to press releases—1st paragraph Post press releases to community’s web site newsroom Incorporate digital reporters in media list
Online PR Web Opportunities With Online PR: Use web and fee-based newswire services Expand content of web-based press releases Promote company/community’s charity causes Offer relevant links (NAHB, 50+ Housing Council) in web press releases
High Touch Marketing • Trial Stay Programs • Creative name • Map flow chart • Schedule customer appointment and tour • Offer activities • Arrange corporate rates with hotels
High Touch Marketing • Trial Stay Programs • Email reminders and confirmations • Send brochures – things to do • Use community ambassadors • Giveaways • Follow up, follow up and follow up
Internet & Web Opportunities with Events Post pictures and video clips to web site, blog and FaceBook Email event pictures to database Use online photo album companies (www.SmugMug.com)
Traditional Press Releases Opportunities Media alert Event press release Follow-up press release
Email Response Tips • Quick Response! • Create urgency/excitement via e-mail! • Start a Dialogue
Ask Questions! • “I noticed that you are considering a move from Colorado to New Jersey. What brings you to our part of the country?” • “Do you have a particular floorplan that interests you?” • “What price range or monthly payments did you have in mind?”
Email Response Tips • Quick Response! • Create urgency/excitement via e-mail! • Ask Questions • Start a Dialogue / Ask Questions • Show ‘Yer Love • Give a Guided Tour
Give a Guided Tour http://www.lennar.com http://www.lennar.com/findhome/community.aspx?COMID=17446&DIVID=SJHLEN
Email Response Tips • Quick Response! • Create urgency/excitement via e-mail! • Start a Dialogue /Ask Questions • Show ‘Yer Love • Give a Guided Tour • Write Well!
Write Well! Please call me at 609-xxx-xxxx we have 11 homes available from 232,000- 1635- Sq. Ft. to over 4,000.Sq.Ft.. Estate Homes , Immediate delivery is a definite possibility we also own our own Mtg. Co. as well as our own title Co. to provide the utmost in service and connivance when purchasing a new home from XYZ Homes.
Write Well! Dear Jane: Thank you for your email! I would be delighted to help you find a home in the area that will best suit your needs. “Indian Creek” offers the following, to name just a few: • 5 - 7 minute drive to the Pennsylvania Turnpike • Small community surrounded by trees, consisting of 25 homes in a loop, and 10 homes in a cul-de-sac. • World Class School District • Pricing starts at $474,950.00 • Taxes are approximately $11-15,000.00 In regard to your questions, our HOA fees are some of the lowest in the area! They run only $100 per month. And yes, I’m pleased to share with you that we fully sod the rear yard on all of our homes.
Write Well! Do you have a particular floorplan that interests you? We have three model homes available for touring, and I would love to arrange an appointment for you to visit. May I call you to arrange a tour? Please feel free to contact me by email at email@example.com, or call me at 732-762-8484 to answer any further questions you might have about our community. We look forward to hearing from you! Thank you, SIGNATURE
Telephone Contact & Direct Mail Plan interval contacts Keep them informed Thank you notes Event invitations Old-fashion letters Newsletters
Growing Your List • Optimize your site for email • Capture email addresses • Call your prospects • Verify at every opportunity
The Perils of Email… firstname.lastname@example.org email@example.com Dearest Wife: Just got checked in... Everything prepared for your arrival tomorrow... P.S. Sure is hot down here!
Contact Information • Janis Ehlers, The Ehlers Group www.TheEhlersGroup.com | Janis@TheEhlersGroup.com • Meredith Oliver, Meredith Communications www.CreatingWOW.com | Meredith@CreatingWOW.com • Josh Shron, Stampless Marketing www.GoStampless.com | Josh@GoStampless.com