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How to Use Social Media Analytics to Optimize Your Marketing Programs by Michael Huereque

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Year Built: 2005 Units: 369 Beds: 1,218 Type: Student Class: A Location: Atlanta, GA Neighborhood: Midtown, USA CASE STUDY 1: WESTMAR LOFTS
Foreclosed by previous ownership in 2009 Occupancy upon going under contract: 57% Pre-lease occupancy upon closing: 30% Reports of: Drug dealing (residents, management, and security included) Robberies Assaults One shooting Prostitution Atlanta Police Dept’s weekly debriefing meeting agenda CHALLENGES
BEFORE AFTER
Research our market and redefine our demographic Optimize social media campaigns Activate PPC Reinforce our digital messaging with on site events, giveaways, and lifestyle branding Today: Occupancy: 93% Facebook Likes: 5,066 Twitter Followers: 9,145 Sessions Traffic 12/01/15 - 01/12/16: 15,981 SOLUTION
BEFORE AFTER
Year Built: 1925 Units: 406 Beds: 657 Type: Student Class: A Location: St. Louis, Missouri Neighborhood: Midtown - SLU CASE STUDY 2: CORONADO PLACE & TOWERS
Research our market Identify user base Optimize social media campaigns Activate PPC Reinforce our digital messaging with on site events and lifestyle branding SOLUTION
RESEARCH THE MARKET Competitive PPC graph Top Competitor: The Standard ← Organic Keywords SEM Campaigns →
Identify your demographic
Facebook Event Page 1,038 RSVPs 40,000 impressions 2,600 unique viewers Duration: 5 weeks Attendance: 1,800 Press: The University News Online RESULTS WATCH VIDEO
Year Built: 2013 Assumed Management: 2014 Beds: 977 Type: Student Class: A Location: Tucson, AZ Combined occupancy: 85.2% Monthly rental revenue: $780,737 CASE STUDY 3: SOL Y LUNA
Sold: November 2015 Combined occupancy: 99% Monthly rental revenue: $911,214 17% Increase in rental revenue Sold at: $143M RESULTS WATCH VIDEO
Preparation is Key Listen for Life Events: new baby - new job - moving - graduating
Pet Friendly Near public transportation Coffee shop nearby wants all three Performs extensive research, possibly from necessity. Wants Consolidated information Interested in the bigger picture Walk Score Willing to visit several locations RENTER A RENTER B
RENTER A PPC Retargeting RENTER B ILS Pay Per Lease
THE PPC FORMULA Starting Budget = Base Rate +- Standard Unit Count Variance +- Occupancy Percentage
Student Housing Case Studies Drive Occupancy and Revenue
Student Housing Case Studies Drive Occupancy and Revenue
Student Housing Case Studies Drive Occupancy and Revenue
Student Housing Case Studies Drive Occupancy and Revenue

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Student Housing Case Studies Drive Occupancy and Revenue

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  • 8. Year Built: 2005 Units: 369 Beds: 1,218 Type: Student Class: A Location: Atlanta, GA Neighborhood: Midtown, USA CASE STUDY 1: WESTMAR LOFTS
  • 9. Foreclosed by previous ownership in 2009 Occupancy upon going under contract: 57% Pre-lease occupancy upon closing: 30% Reports of: Drug dealing (residents, management, and security included) Robberies Assaults One shooting Prostitution Atlanta Police Dept’s weekly debriefing meeting agenda CHALLENGES
  • 11. Research our market and redefine our demographic Optimize social media campaigns Activate PPC Reinforce our digital messaging with on site events, giveaways, and lifestyle branding Today: Occupancy: 93% Facebook Likes: 5,066 Twitter Followers: 9,145 Sessions Traffic 12/01/15 - 01/12/16: 15,981 SOLUTION
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  • 17. Year Built: 1925 Units: 406 Beds: 657 Type: Student Class: A Location: St. Louis, Missouri Neighborhood: Midtown - SLU CASE STUDY 2: CORONADO PLACE & TOWERS
  • 18. Research our market Identify user base Optimize social media campaigns Activate PPC Reinforce our digital messaging with on site events and lifestyle branding SOLUTION
  • 19. RESEARCH THE MARKET Competitive PPC graph Top Competitor: The Standard ← Organic Keywords SEM Campaigns →
  • 21. Facebook Event Page 1,038 RSVPs 40,000 impressions 2,600 unique viewers Duration: 5 weeks Attendance: 1,800 Press: The University News Online RESULTS WATCH VIDEO
  • 22. Year Built: 2013 Assumed Management: 2014 Beds: 977 Type: Student Class: A Location: Tucson, AZ Combined occupancy: 85.2% Monthly rental revenue: $780,737 CASE STUDY 3: SOL Y LUNA
  • 23. Sold: November 2015 Combined occupancy: 99% Monthly rental revenue: $911,214 17% Increase in rental revenue Sold at: $143M RESULTS WATCH VIDEO
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  • 25. Preparation is Key Listen for Life Events: new baby - new job - moving - graduating
  • 26. Pet Friendly Near public transportation Coffee shop nearby wants all three Performs extensive research, possibly from necessity. Wants Consolidated information Interested in the bigger picture Walk Score Willing to visit several locations RENTER A RENTER B
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  • 36. THE PPC FORMULA Starting Budget = Base Rate +- Standard Unit Count Variance +- Occupancy Percentage