Presented to single family property managers to educate & entertain on concepts of persona based marketing, content development and the Renter's Decision Journey (RDJ).
21. Tickles
The inspiration, influence
or information that moves
someone into the moving
/ rental mindset and / or
puts your property into
their consideration set.
24. How Can You Help?
• If people are moving, we need
to offer information to help them
decide to what & where
• If people haven’t decided if or
where they’re moving, maybe
we can inspire a move & choice
through info or conversation
Scarecrow:
If I only had a brain
40. College Student RDJ
Jenny is finally moving out!
Her parents are happy, but they
want to make certain she finds
an affordable house to
share in a safe area.
Jenny wants a roommate, to be
close to class, a gym,
and... her parents to pay
43. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
44. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties with parents
Parents look at safety sites
“river front, va crime”
45. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties with parents
Parents look at safety sites
“river front, va crime”
Parents give the ‘go’ on
neighborhood and budget
Preferred properties request Home directions
46. “best neighborhoods?” “house rentals in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties with parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties request Home directions
47. “best neighborhoods?” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties with parents
Parents look at safety sites
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties request Apartment directions
Search
“house rentals in river front, va”
“river front, va crime”
“coffee shop near River View”
48. “best neighborhoods?” “apartments in river front, va”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shares properties with parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Apartment directions
“river front, va 2 bedroom”
Portals
Shared search results
Preferred properties request
i.e. Homes.com
49. “apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties request Apartment directions
“best neighborhoods?”
Social Interactions
“local gym?” “river front neighborhood”
50. “apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties request Apartment directions
“best neighborhoods?”
Social
“what site should I use?” “what school should I go to?”
“party school?” “warm weather college?” “best medical degree program?”
“where are you living?” “university in california?” “how do I search for a college?”
“alumni networks for jobs?” “drama club university” “how was your freshman year?”
“los angeles traffic?” “public transport in Miami?” “Homes.com for house rental?”
“ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?”
“how do I pay for college?” “commute times for NYC?” “can I make money on airbnb?”
… Are you listening?
51. College Student RDJ
• One example – many possible
• Can be *way* more complex
– Forums
– College sites
– Print
– Influencers
• Social is a key connector
• Device almost always portable
– For *this* persona
@simmonet
52. “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties with parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties request Home directions
59. Audience. We Need to:
• Know who they are
• Recognize where they might be
• Understand their needs
• Consider context of needs
• Create content to connect
• Ensure content visibility
• Amplify content reach
@simmonet
60. Audience. We Need to:
• Know who they are
• Recognize where they might be
• Understand their needs
• Consider context of needs
• Create content to connect
• Ensure content visibility
• Amplify content reach
K.R.U.C.C.E.A
73. The Heart: Social Media
• Social is about connections…
… and conversations
• Important throughout RDJ
• You should be in the right place,
at the right time, with the right
message…
… and engage
@simmonet
77. Social Media: Use Cases
• Customer service
• Reputation Management
– Expand your brand’s visibility
– Monitor mentions
• Enhance content visibility
• Inspire engagement
• Monitor. Assess. Iterate.
78. Social Media: Engagement
• Loyalty through engagement
• Value through content
• Interest through contests / event
coverage / local tips
• Connections through availability
& frequency
• Conversations through listening
The End of one Renter’s Journey is
the beginning of their next!
Build:
82. Courage: Testing
• Always tie into goals
• Test to optimize conversions*
• Let data decide what / outcome
• “Significance” + Gut
83. Courage: Testing
• Always tie into goals
• Test to optimize conversions*
• Let data decide what / outcome
• “Significance” + Gut
*Your conversions may vary
85. Wizard of Oz:
Frightened? Child, you're
talking to a man who's
laughed in the face of
death, sneered at doom,
and chuckled at
catastrophe…
Dorothy:
Weren't you frightened?
I was petrified.
86. Testing Mantra
If you can’t track it…
You can’t measure it…
If you can’t measure it…
You can’t test it.
Now THAT’S scary!
87. Testing / Tracking Tools
• Users
– Google Consumer Surveys
– UserTesting.com / SodaHead
• User behavior
– Google Analytics
– ClickTale / CrazyEgg
• Tools
– Optimizely / Test & Target
– Visual Website Optimizer
88. Testing is a Habit
• Monitor
• Assess
• Iterate
• Test everything
92. The Renter’s Decision Journey
• Every journey is different
• Personas are key
• Connect with Paid / Organic / Display
• Converse & connect with Social Media
• Optimize conversions - Test. Test. Test.
• Monitor. Assess. Iterate. Everything.
And remember… for your customers
@simmonet
97. Hey Toto!
I’ve a feeling we’re not in Kansas any more.
@simmonet
98.
99. Wizard of Oz:
Back where I come
from there are men
who do nothing all day
but good deeds. They
are called phila... er,
phila... er, yes, er,
Good Deed Doers.