How to Reach Renters in the Digital Age

When was the last time you Googled?

(or used Yahoo! or Bing?)

§ You were trying to find specific information?

§ You wanted to find it quickly.

§ You wanted it to be accurate.

Because… you were preparing for some type of action

–You wanted to make a decision

–Make a phone call or email

–Make a purchase

•Lease an apartment

 

 

 

 

 

 

 

 

 

 

 

 

 

This is where the Times Union can help….

Goal
Convert internet users (active consumers making phone calls and emails) into customers by connecting to them when they’re ready to buy!

Strategy
We create a direct link from the search engine to your apartment community
We measure and evaluate results Tactic
Create a conversion page
–A conversion page is a mini web site…except it’s better because it links the consumer directly to what the consumer was looking for; immediately!

Optimize (game) search engines by leveraging algorithms
–Internet “spiders” (“web crawlers”, etc) look for conversion pages or websites that give the consumer what he/she wants

–Google wants to stay in business so they are constantly measuring user preferences and delivering those preferences in the search results.

§ So, how do we get your community as high as possible on the search results pages?

§ What are those spiders looking for?

Gaming the Spiders
–Partnering with the dominant website – timesunion.com

–Include blog on landing page

–Register your business with the search engines and maps

–Include video

–SEO/Geo (3 keyword phrases and one geo)

–Push to Facebook and Twitter accounts:

Over 75% of the users on Facebook and Twitter are in the key age groups that buy their products and services

17% of all time spent on the Internet is spent on social networks and blogging sites

These users are changing the way they shop for products and services.

You can’t reach this important demographic only through traditional media alone any longer

–Reaching over 500,000 readers weekly

Managing Results

–Administrator assigned to your account

–Emailed monthly reports

–Trackable phone numbers

–Email communications

–Landing page traffic

–Search Engine ranking