Canadian Apartment Properties Real Estate Investment Trust Paid Apartment Marketing – Landlord Perspective CFAA 2014

What Are Your Options? How do you choose what channels to use for your marketing? Every market even every building has a different strategy Driven by metrics The CAPREIT experience Online paid and unpaid marketing continues to play a key role and grow in importance But print still plays roll in various markets

Our experience Print vs Online Area % budget online % budget print Ontario 12% 88% PEI 10% 90% Nova Scotia 100% 0% Montreal 16% 84% Quebec City 21% 79% British Columbia 58% 42% Alberta 47% 53% Demographic target influences media choices Print still brings leads, but at a higher cost per lead

Where do our leads come from? Walkins, phone calls, emails, text, social media and more Our philosophy is to drive people to our website to control the message and work on conversion As of May 31st, almost 30,000 emails have come through to our sales team from 90 sources Caprent.com – 44% Gottarent.com – 14% Kijiji Viewit.ca 4rent.ca Rentcompass.com Rentseeker.com Rentfaster.com Rentspot.com EMG network Top 10 sources of emails

Top channels to our website What really matters is conversions Best conversion to contacts come from organic search, followed by referral and direct Organic (google search, google local, non paid searches) Direct (branding and print) Referral (ILS or paid ads) Social Shows the importance of organic search Investment here means less investment in paid

Sources of referral traffic to website

Paid per click PPC advertising can be expensive and time consuming Evolving strategies required and expertise is needed Key word analysis A/B testing Historically we have found low conversion from PPC and high cost per lead Extensive optimization exercise And ROI must include any outside consulting, tracking etc Currently completing a trial with outside assistance to fully optimize and prove ROI Focus on google but experimenting with Facebook

Judging the leads How do we assess value Lead cost (compare apples to apples) We try to measure on traffic or conversions but sometimes measure on lead type for accurate comparisons Range $0-$33 Vendor attributes How often updates occur Process for updates (API, manual) Reporting Google analytics and goal conversion Call tracking Regular communication with sites Moving to contact centre and ticketing solutions to track all interactions, currently we very accurately track emails Lead cost from ILS includes emails, phone tracking applications

Summary of the Issues for Marketers Difficult to track and access prospect data. Very little time to understand or analyze business metrics. Need to validate decisions about marketing leasing performance Difficult to have information flow from one system to another. The challenges Marketing issues 3rd party Real time Complete End users (filtering and managing up data)

Spoiler Alert! Staff are asking for the lead source in only 6% of your calls.

Largest for profit education group. Over 95 campuses worldwide. Process: Application from out of state/country Electronic signature (DocuSign) Security deposit (payment of deposit) Largest for profit education group. Over 95 campuses worldwide. RentHello client since 2013 Results In the two semesters, RentHello.com transacted hundreds of applications and over 250k in security deposits. PMs who need to handle out of province/country applicants, this is one of many solution that RentHello.com offers

Clarifying Definitions Traffic Report 100 Impressions 50 visits 8 emails 7 calls 3 appointments Is this good? Could it be done by one individual? Can it be separated? How many potential leases is this worth?

Tracking Leads 2 of 3 marketers say that comparing the effectiveness of marketing across different digital media is a “major challenge.” 59% of marketers wanted a “better system for measuring and analyzing the performance of programs that encompass multiple advertising channels.” 39% of marketers say their own company’s data is collected too infrequently or is not real-time. The challenges Marketing issues 3rd party Real time Complete End users (filtering and managing up data)

Where Does Traffic Come From? Typically we see that: Leads types Calls vs. email etc…

Conversion Rates Can Vary By Source (Percent of Impressions on Website Listing Pages that Make Calls)

Calls from Each Referral Source

Important Qualities of an Internet Listing Services User Experience Overall Traffic and Lead Generation Page Rank Many Optional Features ****REVIEW**** Branding Opportunities for Client Well Placed Inbound Links Unique Content High Quality Photos Relationships with Other Market Players

Free Tools for Tracking Google Analytics View Traffic Referral Sources Conversions Excel Templates Rolled Up Information Cost of Traffic Reports Quality of traffic reports

Paid Tools for Tracking CRM Call Tracking Call Scoring Staff Performance Cost per lead Appointment Bookings Hot Spots Lead to Lease Tracking *For every $1 dollar invested, there are $4 saved.

Pay Per Click (PPC) PPC Options Ad Words Banners What is CPM and CPE? Where PPC is used? Cost per click ranges from $0.20-$10.00+ Other options (Facebook – Boosting)