Marketing Cynthia Clare President, Kettler Management November 04, 2015 Managing Build to Rent/PRS The U.S. Experience

The objectives of the Marketing Plan are as follows: Build brand recognition Provide consistent messaging across all media platforms Match advertising to the target customer Advertise effectively Marketing Plan

Promotional site signage and prospect data collection with landing page Select Agency for Campaign (if not already in process) Start Campaign and Social Media Influence Draw Floor Plans and Price Units Start Website Development Begin Community Outreach 90 days prior to opening begin pre-leasing Prospect VIP Event(s) begin Pre-Leasing Marketing Timeline

Pre-Leasing Signage: Brand Recognition

Pre-Leasing Signage

Provide construction updates to prospects and new residents Poll prospects about what services they would like at their new community Build community Pre-Leasing Social Media

Marketing Campaigns: Consistent Message

Marketing Materials

Designed to pique the interest of the target demographic CMS platform Responsive design GA tracking Website Development

Utilize Entrada products for online leasing Bundling products reduces costs o Online lease/Leasing tablet o Pricing and availability o Lead management o Craigslist postings o Online payments o Resident screening o Renters insurance o Call Center/Tracking o Resident Portal o Package notification Online Leasing and Technology

SEO Benefits

Advertising: Match Advertising to the Target Customer

Advertising

Campaigns – scheduled s to be delivered focusing on the building and area Eblasts – updates on specials and events Marketing

Participate in/sponsor area events Property branded give-aways Community Outreach

Kettler can provide in-house SEO and SEM services which include creation of PPC accounts, keyword research and Google analytic set-up. SEM Monthly or Quarterly Web Ex Ad Variations – Highlight Specials National and Local Accounts SEO Keyword updates in copy and tags Incorporating social into websites A/B testing Desired Web Statistics Average Monthly Visitors = 2,000 Average Monthly Unique Visitors = 1,800 Pages Per Visit = 4 Time On Site = 3:00 Average Bounce Rate = 30% Average New Visits = 70% SEM/SEO Services