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

2. 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

3. 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

4. Where do our leads come from?
Walkins, phone calls, s, 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 s 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 s

5. 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

6. Sources of referral traffic to website

7. 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

8. 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 s
Lead cost from ILS includes s, phone tracking applications

9. 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)

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

12. 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

13. Clarifying Definitions
Traffic Report
100 Impressions
50 visits
8 s
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?

14. 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)

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

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

17. Calls from Each Referral Source

18. 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

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

20. 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.

21. 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)