Apartment Marketing Cited Source Comparison – 2011 Update via Mark Juleen

This is an interesting article about a topic that every property should track. How do your traffic statistics compare?

Last August I wrote a post comparing cited marketing sources from 2007-2010 for the J.C. Hart portfolio as a whole. The purpose of the post was to show off how our shifted marketing spend away from print has resulted in successes from reinvestment into our own websites and search engine optimization efforts. In the last couple years we have also reduced our ILS spend and allocated more of our marketing budget to our online efforts. In my previous post I included some partial data from 2011, but wanted to share where we ended up the year.

In 2011 we continued to see print slip down. We used print on very limited number properties. The majority of those investments were from brand new lease-up communities in suburban Indianapolis. We actually had fewer leases attributed to the print guides in 2011 vs. 2010. This was very interesting as we completed construction and the lease up of 2 properties in 2011 and used print throughout the year for each property. In 2010 we did not use print through out the year for both communities but saw more success. It’s pretty clear that print’s no longer the source it once was, and this was just one more way to prove it to me.

Read more...Apartment Marketing Cited Source Comparison – 2011 Update | Mark Juleen