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The Resident Journey: Advertising to Students in 2020 https://myresidentreach.com/advertising-to-students-in-2020/?utm_source=rss&utm_medium=rss&utm_campaign=advertising-to-students-in-2020 https://myresidentreach.com/advertising-to-students-in-2020/#respond Thu, 09 Jul 2020 15:33:28 +0000 http://myresidentreach.com/?p=1247 The post The Resident Journey: Advertising to Students in 2020 appeared first on Resident Reach.

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The Resident Journey: Advertising to Students in 2020

If you’re in a relationship or you desire to be, I want you to imagine this scenario for a moment:

You are at one of your favorite restaurants in town enjoying a nice juicy burger. You’re all by yourself so you don’t have to worry about being fancy. You’ve got a full glass of your favorite drink right next to your plate on the table. It’s about to go down!

As you pick up your burger to take another delicious bite. An attractive young man walks up to you and asks if anyone is sitting here. Before you have the chance to say no, he sits across from you.

As you nearly choke in shock of what you thought to just be an awkward situation, he proceeds to get on one knee and ask you to marry him…

How would you respond?

If you’re like me, your response would be some variation of asking your waiter for a to go box and enjoying your burger at home – probably assuming you were on an episode of punk’d with Ashton Kutcher.

Well, this my friend is how most student housing properties approach their advertising. They are the creepy guy who intrudes on a student’s hilarious newsfeed with a proposal saying “Hi, nice to meet you. Will you live with us?”

Even if the property is attractive and has all the best amenities it will still be negatively portrayed simply because they were not aligned with the Resident Journey.

Although the student was in the Aware stage of the journey the property is already pushing them to Apply when they don’t have nearly enough information or interactions with the brand to be ready to do so.

Introducing the Resident Journey

The Resident Journey (based on the Customer Value Journey) is the framework for helping you turn students from strangers into residents who not only love your property but recommend your property to their friends. We know, based on recent studies, that students do not respond to traditional disruptive advertising. 

This takes you from using the “spray and pray” method of advertising to analyzing which stages of the Resident Journey need the most attention and allocating resources accordingly.

There are 8 stages to the Resident Journey:

Step 1: Make Them Aware

This is where a prospect becomes aware that your property exists. Either through an ad or a referral.

A key element to remember at this stage is reaching students before your competitors do. Google is great, but if a student is searching for apartments they will see you right next to your comps.

You want to have established a relationship before they search for housing. Some suggestions are YouTube Ads, Instagram Ads, Snapchat Ads and TikTok Ads.

(NOTE: Google Ads work great at this stage when targeting keywords that will reach students searching for things outside of apartments)

Step 2: Get Them to Engage

This is where a prospect watches a video from your property, engages on social media, etc.

The focus of this stage is providing value. You don’t have to go for the sell here. You don’t have to show a virtual tour. It can be something as simple as Secret Study Spots on Campus, 7 Decorating Hacks, etc.

Remember: we are building a relationship that will pay off in the long run.

Step 3: Provide a Reason to Subscribe

Prospect opts in for a promo code, guide or other gated content.

Think about providing something for free that they would usually have to pay for or it would be inconvenient to find. Examples are a pricing guid or a promo code for your current leasing incentive. This is where you have generated a lead because they’ve provided their information in exchange.

Step 4: Take Them on a Tour

Prospect takes an in person or virtual tour.

The only tip I have here is to be sure your team is asking questions! Don’t just talk the whole time lol. Most people leave an interaction saying “wow I had such a great time” when they’ve done most of the talking. Ask questions that allow you to guide them to the right floor plan.

Step 5: Get Them Excited About Your Property

Prospect is pumped up about your property.

Go the extra mile to ensure the student has a great experience after leaving your tour. Ideas include free swag, post cards, personal videos, etc.

Step 6: Make Them a Resident that re-signs

Prospect becomes a resident at your property for multiple years

After experiencing your property and being excited about the idea of living there, your prospect signs a lease and lives at your property and even re-signs for future years.

Step 7: Ask Them to Leave a Review

Prospect leaves a positive google review

Google reviews in student housing can be horrific simply because of one students experiences that was an anomaly. That’s why it’s important to build a great relationship from day one to

Step 8: Make Them a Promoter

Prospect tells their friends to live at your property

Last of all, the prospect has become a resident that not only lives at your property but also tells their friends to live at your property!

That is the overview of every step of The Resident Journey.

Making The Most of The Resident Journey

My challenge for you is to grab our Resident Journey Worksheet and fill in what you are currently doing at each stage of the journey to help students become promoters of your brand and have a great experience.

Once you’ve done that, you are well on your way toward standing our from the competition because you will be one of few properties to intentionally build a true relationship with students rather than proposing when you first meet 🙂

Happy Advertising <3

(NOTE: If you want to learn more about how to stand out in your market, feel free to schedule a free strategy session with me. I will audit your Resident Journey and point you in the right direction!)

See how much you could save.

Click below to see how it could work for you. 

Address

10255 42nd Ave.
Allendale, MI 49503
(313)-399-0925

© 2019 Resident Reach | All Rights Reserved

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Instagram metrics for student housing: What you need to know https://myresidentreach.com/instagram-metrics-for-student-housing-what-you-need-to-know/?utm_source=rss&utm_medium=rss&utm_campaign=instagram-metrics-for-student-housing-what-you-need-to-know Wed, 29 Apr 2020 04:03:00 +0000 http://myresidentreach.com/?p=347 The post Instagram metrics for student housing: What you need to know appeared first on Resident Reach.

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Instagram metrics for student housing: What you need to know

When it comes to digital marketing, especially in paid ads, it’s important to understand what all of your reporting metrics mean. We’ve created a short and concise list of terms to help you comprehend and leverage the data from your paid instagram ads.

Reach: the total number of individuals who have seen your ad.

Impressions: how many times the ad has shown up on a screen. This may include multiple views of the ad from the same people.

Leads: how many people have submitted a form on the landing page.

Cost Per Lead: the amount of ad spend allocated to acquire each lead.

Amount Spent: the total amount of ad spend that has been spent on facebook to obtain your results.

Link Clicks: how many times the link connected to the ad has been clicked.

CPC (Cost Per Link Click): the amount of ad spend allocated to acquire each click.

CTR (Link Click-Through Rate): the percentage of times people saw your ad and performed a link click.

After you understand the meaning of each term, you then have to understand what drives those metrics and how the metrics relate to leasing. Get our latest free guide below to be sure you’re equipped!

See how much you could save.

Click below to see how it could work for you. 

Address

10255 42nd Ave.
Allendale, MI 49503
(313)-399-0925

© 2019 Resident Reach | All Rights Reserved

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Getting leads that convert into leases https://myresidentreach.com/getting-leads-that-convert-into-leases/?utm_source=rss&utm_medium=rss&utm_campaign=getting-leads-that-convert-into-leases https://myresidentreach.com/getting-leads-that-convert-into-leases/#respond Thu, 19 Mar 2020 05:02:00 +0000 http://myresidentreach.com/?p=412 The post Getting leads that convert into leases appeared first on Resident Reach.

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Getting leads that convert into leases

Welcome to our first #LeaseUpLeaders blog post! We are all about helping you guys lease up your student housing properties using creative tactics and entertainment. You can watch the video at the bottom of this page to get a quick understanding, but in this post, we have gone into a little bit more depth in each area.

We want to help you learn how to convert more leads into leases. There are several resources to help you understand how to make more sales, or how to increase conversion rates on landing pages, through on-campus initiatives, or in person when someone walks into your office. But we’d like to tackle a more specific issue.

We want to help you convert more leads into leases by generating more qualified leads through your marketing efforts, and specifically through online marketing.

While there are SO many options to consider, we’ve come up with our big three. These three steps are designed to help you narrow in your marketing efforts, decide which pathway to direct your focus, and (if social media is your chosen pathway) start to increase results with your organic (or paid) social media strategy.

Gather Your Data

This may be the most difficult step, especially if you’re working with multiple vendors and have several different marketing strategies to manage. But it’s extremely important to get clear on your data.

You can start by answering the following questions:

  • What marketing and lead sources am I using? (eg, Apartments.com, Facebook lead generation ads, email lists, giveaways on social media, on-campus opt-in opportunities)

  • For Lead Generation sources:

    • How many leads are you getting?

    • How many of these leads are qualified for student housing?

    • How many of your leads are converting into leases?

  • For non-lead generation marketing sources:

    • How many tours has it brought you?

    • Has it increased your website traffic or inquiries?

    • Has it improved your community or online engagement?

Analyze The Data

Once you’ve collected all your data, it’s time to analyze and decide what’s working the best for you. Rather than spreading yourself too thin by doing EVERYTHING, look at what you’re already doing, which of your efforts are creating the best results, and direct your focus towards those things. Maximize what’s already working for you.

You can base the success of a particular marketing effort on whether or not it aligns with your ideal outcomes for the overall marketing of your company. Some examples of overall marketing outcomes would be to create awareness and a strong brand presence in your market for long term return or to increase short term return by generating leads for the current leasing season.

Whatever is working for you, focus more of your energy on that source. Whatever is bringing you the least results long or short term, be open to the idea that you may have to let that go.

The Leasing Funnel

What’s a leasing funnel? This is a tool that Resident Reach uses to review the performance of certain marketing channels. There are 3 main levels that help us understand the journey that a student has from brand discovery to signing a lease.

See how much you could save.

Click below to see how it could work for you. 

Address

10255 42nd Ave.
Allendale, MI 49503
(313)-399-0925

© 2019 Resident Reach | All Rights Reserved

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Reaching students during COVID-19 outbreak https://myresidentreach.com/reaching-students-during-covid-19-outbreak/?utm_source=rss&utm_medium=rss&utm_campaign=reaching-students-during-covid-19-outbreak https://myresidentreach.com/reaching-students-during-covid-19-outbreak/#respond Mon, 02 Mar 2020 17:07:00 +0000 http://myresidentreach.com/?p=452 The post Reaching students during COVID-19 outbreak appeared first on Resident Reach.

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Reaching students during COVID-19 outbreak

Welcome to our first #LeaseUpLeaders blog post! We are all about helping you guys lease up your student housing properties using creative tactics and entertainment. You can watch the video at the bottom of this page to get a quick understanding, but in this post, we have gone into a little bit more depth in each area.

We want to help you learn how to convert more leads into leases. There are several resources to help you understand how to make more sales, or how to increase conversion rates on landing pages, through on-campus initiatives, or in person when someone walks into your office. But we’d like to tackle a more specific issue.

We want to help you convert more leads into leases by generating more qualified leads through your marketing efforts, and specifically through online marketing.

While there are SO many options to consider, we’ve come up with our big three. These three steps are designed to help you narrow in your marketing efforts, decide which pathway to direct your focus, and (if social media is your chosen pathway) start to increase results with your organic (or paid) social media strategy.

Gather Your Data

This may be the most difficult step, especially if you’re working with multiple vendors and have several different marketing strategies to manage. But it’s extremely important to get clear on your data.

You can start by answering the following questions:

  • What marketing and lead sources am I using? (eg, Apartments.com, Facebook lead generation ads, email lists, giveaways on social media, on-campus opt-in opportunities)

  • For Lead Generation sources:

    • How many leads are you getting?

    • How many of these leads are qualified for student housing?

    • How many of your leads are converting into leases?

  • For non-lead generation marketing sources:

    • How many tours has it brought you?

    • Has it increased your website traffic or inquiries?

    • Has it improved your community or online engagement?

Analyze The Data

Once you’ve collected all your data, it’s time to analyze and decide what’s working the best for you. Rather than spreading yourself too thin by doing EVERYTHING, look at what you’re already doing, which of your efforts are creating the best results, and direct your focus towards those things. Maximize what’s already working for you.

You can base the success of a particular marketing effort on whether or not it aligns with your ideal outcomes for the overall marketing of your company. Some examples of overall marketing outcomes would be to create awareness and a strong brand presence in your market for long term return or to increase short term return by generating leads for the current leasing season.

Whatever is working for you, focus more of your energy on that source. Whatever is bringing you the least results long or short term, be open to the idea that you may have to let that go.

The Leasing Funnel

What’s a leasing funnel? This is a tool that Resident Reach uses to review the performance of certain marketing channels. There are 3 main levels that help us understand the journey that a student has from brand discovery to signing a lease.

See how much you could save.

Click below to see how it could work for you. 

Address

10255 42nd Ave.
Allendale, MI 49503
(313)-399-0925

© 2019 Resident Reach | All Rights Reserved

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How to get the most out of resident reach https://myresidentreach.com/how-to-get-the-most-out-of-resident-reach/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-get-the-most-out-of-resident-reach https://myresidentreach.com/how-to-get-the-most-out-of-resident-reach/#respond Thu, 20 Feb 2020 03:32:00 +0000 http://myresidentreach.com/?p=562 The post How to get the most out of resident reach appeared first on Resident Reach.

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How to get the most out of resident reach

It’s important to know how your ads are doing and how many leads Resident Reach is bringing you. However, it’s arguably more important to understand the services you’re paying for and how to maximize them to your benefit. We want to make certain that we are always bringing you more clarity as a member of the Resident Reach family, so below we have detailed what you’re getting and how to get the most of the working with us! 

Instagram and Youtube Ad Management

What We Do For You

We build, manage, optimize, watch, and run all of your ads. We create these ads to perform based on your property’s goals and customized with your current leasing incentives. We target the ad close to your university (or universities). We run tests to make sure we’re getting in front of the best audiences to build brand awareness and deliver you the most qualified leads. Then, we communicate the performance results.

How To Get The Most Out Of It

Stay in the know and take advantage of our portal. The portal has all of the important information and stats from your facebook/instagram and google/youtube ads. If there are any metrics that you don’t see, just ask us and we would be glad to customize your portal so you can see exactly what you want to see! We’ll be posting more detailed information on how to use this soon. You can access your portal HERE.

Custom Video Ads

What We Do For You

We build eye-catching videos customized to your leasing incentives, and with your property’s photos and videos. Because we create these videos in-house, we can make quick changes, make big edits and connect the video directly to your ads quickly, instead of having to communicate to a third party video team.

How To Get The Most Out Of It

If you have specific ideas, inspiration or elements you would like included for your property to send it to your account manager so our video team can produce ads that not only resonate with students but also represent your brand 🙂

Custom Landing Pages with Lead Capture

What We Do For You

Our team creates custom landing pages with built in lead capture forms, Google pixel for ad retargeting, and Facebook pixel for ad retargeting. Both the hosting and custom domain are included as part of your LeaseUp package.

How To Get The Most Out Of It

The landing pages are completely customizable. If you want a different color, font, background image etc. you can have it! Once you get a lead, call or text them as soon as possible. Your potential tenants are 20% more likely to sign or come into the office if they hear from you within 15 minutes of opting in or receiving your offer.

Campaign Management and Optimization

What We Do For You

We strategize your campaign, build out the instagram and youtube ads, create your videos, create the landing pages, integrate and automate all the steps, send you the reports, send you the leads, and we make sure everything is connected seamlessly.

How To Get The Most Out Of It

Always take advantage of our multiple ways to communicate with us. Use our scheduling links to talk to us every day between 2 and 4 EST. Text or email us anytime. Use the chatbot on our website. We are here for you and wan’t to make sure we are easily and readily accessible to strategize together and answer any questions you may have.

We Appreciate You!

Whether you’ve been with us since the beginning, or you’re relatively new around here, we are so glad that you are part of the Resident Reach family and we hope that this can help you learn how to maximize your experience working with us.

Want to learn more about how Resident Reach? Book a demo HERE.

See how much you could save.

Click below to see how it could work for you. 

Address

10255 42nd Ave.
Allendale, MI 49503
(313)-399-0925

© 2019 Resident Reach | All Rights Reserved

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3 tips for generating leads in student housing https://myresidentreach.com/3-tips-for-generating-leads-in-student-housing/?utm_source=rss&utm_medium=rss&utm_campaign=3-tips-for-generating-leads-in-student-housing https://myresidentreach.com/3-tips-for-generating-leads-in-student-housing/#respond Tue, 04 Feb 2020 03:40:00 +0000 http://myresidentreach.com/?p=589 The post 3 tips for generating leads in student housing appeared first on Resident Reach.

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3 tips for generating leads in student housing

The secret to getting traffic in the door

When I talk to student housing marketers and ask what their primary challenges are it generally comes down to one thing: getting more traffic in the door.

I then ask what solutions they’ve tried and they rattle off the usual list: apartment listing websites, social media, tabling on campus, giveaways, etc.

Next, comes the question I’ve wanted to know from the beginning: how many leads per week do you see coming from these sources?

The response usually begins with a series of strange yoga noises “Ehm, Uhm, Well…” and moves into an extremely broad answer like:

“Ya know, we’re getting leads, but I’d like to see more…”

I then respond: “Okay interesting. I’m just wondering specifically, how many leads per week are you currently getting from these sources?”

“Ah okay… I’ll have to check on that and get back to you!”

We then move on, but I say to myself in the Scooby-Doo voice: “Rut Roh!”

Lead generation measures the health of your marketing

I basically just asked “what’s the health of your property’s marketing?” and they responded with: “Well I know it’s still alive.”

Several of these conversations inspired me to write this blog post on my top 3 recommendations for generating leads in Student Housing.

Let this be a tool for my fellow student housing marketers to change slow broad answers about lead generation into quick responses like this:

“From Instagram Ads, we’re getting 10 leads per week and converting 30% of them into leases”

How do you think owners respond to that answer vs. the “yoga downward dog praying mantis” answer?

I’d guess there’s a drastic difference 🙂

With no further delay… here are my top 3 recommendations for generating leads for your student housing properties:

  1. Promo codes and coupons

The first recommendation is what we use a lot at Resident Reach. It allows you to take leasing incentives and turn them into something tangible for potential residents to receive in exchange for their information.

Promo codes & coupons are a great way to immediately increase the quality of the lead that you’re getting and give them a chance to display interest in living at your property through a micro-commitment.

The first step is to take your current leasing incentive and turn it into an appealing coupon or promo code. Here are a few examples:

  • The Free Parking Coupon

  • The $100 Off Promo Code

  • The AirPods Giveaway Voucher

Potential residents then “cash in” their coupon or promo code by signing a lease. So, be sure this is extremely clear on your website or leasing funnel that you’re using to collect the information and then send the coupon. If you’re doing a giveaway that doesn’t require signing a lease then I still recommend using a voucher of some sort to turn it into a lead generation effort for your sales staff to follow up on.

2. Use a leasing funnel (or landing page)

Leasing Funnel is a term I coined (or at least I think I did lol) to represent the web page you should be sending traffic to after they see your ad.

I’ll be making a Website vs. Leasing Funnel for Student Housing post soon that will go into detail on the differences between the two, but here’s a general summary:

  1. Leasing Funnels have one purpose: to collect information of potential residents and begin the leasing journey from lead to lease.

  2. Websites are great for getting detailed information on the property including amenities, floorplans, etc.

  3. Websites cannot serve the purpose of a leasing funnel or vice versa.

If you are currently running ads for a property and they are pointing directly to your website instead of a leasing funnel (or landing page) you are making a HUGE mistake. This is the equivalent of money knocking at your door and you greet it with a flame thrower 🔥. Turn off the flame thrower and create a simple leasing funnel:

Here’s an example that you can model yours after – http://demo.myresidentreach.com/test

3. Videos with a Call-to-Action

This one is probably the lowest hanging fruit for a lot of property management companies.

Stop trying to do the cheapest thing possible in terms of content. Just like you value your property as an asset, every piece of video you create is a marketing asset. But, when you view it as “that stupid marketing thing we have to do” you are once again pulling out the flame thrower.

Here’s an example of videos that we’ve done for properties just using the photos that they already have:

http://videos.myresidentreach.com/watch/sZwnJVzXYfYr8EvrK9e5m3

One thing you’ll notice about every video is its’ talking about a specific promo code or coupon, it’s tailored to the market, and it has a very clear call-to-action. The default Facebook slideshow maker will not do the trick for these, my friend. Take the time to edit your video using online tools like promo.com, or apps like InShot if you’re not familiar with more advanced tools like Adobe Premiere.

It doesn’t have to be anything CRAZY – just enough to promote your current promo code or coupon and give people the call to action of visiting your leasing funnel.

Alright, that’s enough ranting for one day. Hope this provides value to you my friend. These 3 recommendations alone, if implemented, will empower you to put down the flame thrower, produce a dramatic increase in conversions and allow you to easily measure the ROI for your current and future promotions.

Until next time, here’s to your peace of mind 🍾

– Nay

See how much you could save.

Click below to see how it could work for you. 

Address

10255 42nd Ave.
Allendale, MI 49503
(313)-399-0925

© 2019 Resident Reach | All Rights Reserved

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