Apartment Blog

Texas is the second largest U.S. state in both area and population.  Houston is the largest city in Texas and the fourth-largest in the United States, while Dallas-Fort Worth and Houston are the 7th and 9th largest United States metropolitan areas. With Texas’s large population, and abundance of natural resources, the state has a large and diverse economy. Oil is a big industry within the state, as is agriculture and mining. Understandably so considering Texas has the most farms and the highest acreage in the United States, according to Wikipedia.com.  And interestingly enough, according to the Energy Information Administration, Texans consume the most energy in the nation per capita and as a whole!

But like we’ve mentioned in our “Dallas-Shopaholics Delight” blog, Texas has a strong commercial sector consisting of retail, wholesale, banking, insurance and construction industries. With all of these marvelous reasons, who wouldn’t want to move to or live in Texas? And we’ve got just the thing to help you!

Here are some wonderful apartment communities spotlighted this week for you to look at. Take a look at the amenities they offer showcased in the video!

Chesterfield Apartments in Houston, TX
The Aberdeen Apartments in Houston, TX
Eagle Manor Apartments in Denton, TX
Treymore at Eastfield Apartments in Dallas, TX
The Woods Apartments in Dallas, TX
The Vintage at Legacy Apartments in Frisco, TX
Timmaron Ridge Apartments in Dallas, TX
The Park at Wintergreen Apartments in Desoto, TX
5225 Maple Apartments in Dallas, TX
Amesbury Parc Apartments in Dallas, TX
Montfort Crossing Apartments in Dallas, TX
Windridge Apartments in Grand Prairie, TX
Renaissance Parc Apartments in Dallas, TX
Spring Lake Apartments in Haltom City, TX
Astoria Apartments in Dallas, TX
Towne Centre Village Apartments in Mesquite, TX
Marina Del Rey Apartments in Grapevine, TX
Hulen Oaks Apartments in Fort Worth, TX

        
Information gathered from Wikipedia.com

Who doesn’t love Dr. Seuss? He is one of my all time favorite authors. Not only for his rhyming words that just flow with ease, but for the lessons each book holds.  I read a posting on the Haystack Needle blog dated March 2nd, 2009 (Happy Belated Birthday Dr. Seuss) where the writer stated “I think Oh the Places You’ll Go should be the theme of this year, in light of all the flux with lost jobs in this economy. It’s a sweet book of hope.”

And I thought what an interesting thing to say? Have a book that is meant to be read to children be a theme of the year given the state of the economy? So I took to researching other Dr. Seuss anecdotes that could be taken for reflection of this year for companies.

The more that you read, the more things you will know. The more that you learn, the more places you’ll go. - Dr. Seuss

This is a motivating phrase to get everyone to learn more; to crave more knowledge. Learning will not only help your business in current situations but will also help prepare your business and employees for future changes.  If you are up to date on the ‘here and now’ then you will be one step ahead of your competitors. 

Think left and think right and think low and think high. Oh, the things you can think up if only you try!
- Dr. Seuss

If you have absorbed so much information from reading, reading and doing more reading, can you imagine all the ideas you will come up with for your corporation? Outside the box ideas will come freely as more information pops into your head. Answers to your customers’ problems will become clear when you try to find one. The possibilities are endless.

And when you’re in a Slump, you’re not in for much fun. Un-slumping yourself is not easily done. -Dr. Seuss

Just like Dr. Seuss mentioned in Oh the Places You’ll Go sometimes there are hang-ups and bang-ups and it’ll happen to you. Your company can generate ideas, think outside the box, struggle, work hard and it may still seem like you’re getting no where.  But no matter what, don’t go to the useless place. The waiting place, for people just waiting, that’s not for your organization! You must persevere. When you least expect it, things will happen. So keep your eye on the goal; continue learning, coming up with solutions, thinking creatively and it’ll work out so much better for your business than just waiting for something to happen. 

And will you succeed? Yes indeed, yes indeed! Ninety-eight and three-quarters percent guaranteed.-Dr. Suess

If only there was such a number at 98^3/4 % to base your success.  But even the doctor said so himself. You will succeed.  If you continue to work hard, stay out of the waiting place by engaging new, innovative ideas, your business will succeed. Only you can determine the measurement by which it achieves and there will be a victory!

And the final sentiments to end today’s post, is this:

Today is your day! Your mountain is waiting. So… get on your way.
– Dr. Seuss

While we typically write about For Rent Media Solutions’ various products and/or initiatives, we tend to stick with what is ‘in’ right now. Search engine strategies, social media, videos, text messaging, etc. But there is an important area of traditional marketing that we have yet to expand on. It is actually very vital to the overall success of our brand imaging. And that is the trade shows that we attend and sponsor. For Rent Media Solutions has participated in trade shows for over twenty years! In fact, we’ve been represented at tradeshows sponsored by the National Apartment Association (NAA), America’s leading advocate for quality rental housing, for the past nineteen years.Trade shows are a successful tool used by companies to showcase, advertise, connect and grow. According to Forrester Consulting Services for America Business Media, 60.9% of marketers considered face-to-face exhibiting as the best means to effectively build brand image. And 62.9% also indicated that in-person events are considered to be the best tactic to generate qualified leads.  That is exactly why For Rent Media Solutions exhibits/sponsors these events, to build our brand image, form relationships, network, and generate potential leads. However, our current economy has added some challenges.

It is no secret that face-to-face events are among the most expensive platforms to advertise. And given the fact that budgets are constantly being scrutinized, selecting trade shows that will provide the best ROI is the way companies will decide. We are not immune to the financial obstacles in this economy; therefore, we are forming a strategic plan to help us maximize our resources.

Erin Zarate, Marketing Manager with For Rent Media Solutions, executes all of our trade shows.  One of her job functions when planning these events is to come up with creative solutions to keep us under budget. “Strategic spending is important at these events,” said Zarate. One of the ways her team has managed to do that is by having their inventory be repurposed for multiple shows. “It gives a consistent look and feel for our brand while also saving us money.” Another tactic she employs is to reevaluate our spending on products and/or client appreciation parties to see how we can get more ‘bang for our buck’, or partnering with other vendors.

As mentioned previously, generating leads is another key component of attending trade shows. Networking at a trade show allows you to meet people you might not have looked for or encountered otherwise.  Which is why having a thorough follow up plan is necessary to track the return on investment for attending.  For Rent Media Solutions exerts every effort post show to track new business opportunities.

Even in the digital world we live in, there is a nice added touch about a personal interaction with a company. It allows attendees to get a feel for the attitude of a company and the kind of people who work for it. Another focus For Rent Media Solutions has is to really reconnect with current clients.  We all get caught up in responsibilities and sometimes aren’t able to make the time to properly invest in the current relationships we have. This also gives us an opportunity to educate our clients about what we’re doing as a company to better fit their needs.

Respondents from the previously discussed survey indicated that benefits from attending trade shows were building/expanding relationships (41%) and lead generation (42%). So while the current fiscal year may call for some innovative thinking, opting out of this valuable medium can potentially have a negative effect on your brand. Even though there are constraints, For Rent Media Solutions will continue to view trade shows as a necessary avenue to market ourselves as well as connect with our current & perspective clients.

We have noted in several of our previous posts how the tough economic times are proving difficult for businesses, but we really haven’t dived into the hardships affecting consumers…..you! Businesses are struggling because consumers are feeling the squeeze of the economy. You are forced to reevaluate your finances and reduce your disposable income.  In many instances that means staying home and going out less frequently.

We want to provide you with some resources to turn the negative into a positive. We’ve posted many blogs that can help you when your budget has been constricted; you just need to know where to find them!

Here’s a list to help you figure out how you want to nest during these economic times. Your home is your place of refuge against the world, and it’s time you started celebrating it!

• So you can’t go out to dinner, then stay at home and cook! We’ve found terrific recipes that our own staff has tried and LOVED! Entrees, side dishes and desserts galore! To make it appear like a night out, eat at the dinning room table with the television off and low lighting.
• Miss date night with your significant other? We’ve even come up with ideas for romantic gestures in your apartment, which include a soothing bubble bath, picnic on the floor or movie night!
• Have some creative juices flowing, but not a lot of $$ to spend? Then check out our amazing ‘How-To’ tips, decorating w/constrictions and low cost decorating ideas to make the most of your time spent at home.
• Need a gift for a friend? We’ve posted a few ideas for homemade gifts and cards! You’ll get bonus tips for being thoughtful and creative.
• You’re bound to have a few friends that are in the same predicament as you. So why not invite them over for a group party? We’ve posted tips on how to throw a party that is eco-friendly, which includes reducing money!! For entertainment you could play games and the dinner/dessert could be pot-luck so no one is forking over a lot of dough!

There are two things to remember for getting through these times: One - you are not alone. There are many others going through the same situation as you. Two -it will end. It may not seem like it, but there is light at the end of the tunnel. You just have to wait it out. Until then, take a look at these tips/ideas for staying at home and remain optimistic. When one door closes, another one opens……so decorate it!!

Bob Dylan wrote the song, “The Times They Are A-Changin” and those words ring true in today’s market. The marketing landscape has changed and continues to change at a rapid pace. It’s now a Web 2.0 Marketplace- a techno-driven, media-fragmented environment populated by empowered consumers. In a world where YouTube^TM videos and Facebook friends are common cocktail conversations, building and sustaining relationships with consumers has become increasingly difficult, forcing marketers to reach beyond familiar strategies and techniques.

Your residents, and the prospects you are targeting, are a lot different than they were in previous years. Today’s consumers trust referrals from family and friends over anything else, and where do consumers talk about their favorite products and brands? On the internet! Renters are talking about your communities, sharing opinions and experiences, and making referrals via social media platforms. Online social networking sites have revolutionized the way people interact with each other and gather information. It is essential that wherever consumers are talking about your brand (good or bad), your company be there-interacting.

Maintaining an on-going positive relationship with renters and prospective renters is critical to any apartment community’s long term success. Today, companies must be part of the consumer dialogue. Marketers must blend communication messages across all available media channels for the consumers to achieve a continuous brand experience. It is important to have an integrated marketing strategy that consists of print, Internet, mobile and social media. The key to success is to convey a message synergistically at every customer touch point. For Rent Media Solutions is adapting to the change and maximizing our advertisers’ marketing strategy by using an integrated approach.

Here are five marketing solutions For Rent Media Solutions can provide for your integrated marketing strategy:

1. Reaching Consumers on-the-go with Mobile Marketing

Some 80 percent of all Americans carry mobile phones. There are more mobile-only households than landline-only households. If businesses do not adapt to this channel, they will, eventually and certainly, suffer a disadvantage compared with those businesses that catch the vision of mobile data communications and take full advantage of the channel. By using technologically-savvy marketing tools such as text messaging and the mobile web, property managers can increase their reach, better identify with the apartment market’s target demographic and generate more LEADS^TM from potential customers. Text messaging and mobile Web sites create opportunities for property managers to interact more with their residents-increasing the residents’ brand loyalty in the community and the property management company. Mobile marketing expands marketing reach to all types of media and results in more online conversions.

In January, nearly 12,500 text messages were sent to our advertisers. With text messaging, potential renters view a property’s listing in For Rent Magazine^®, see a custom keyword text call to action on the ad or from the community leasing banner, and then text the community if they are interested in learning more about the property. The property can customize the response to the prospective renter and provide them with details, pricing, photos, a link to the ad on ForRent.com^® and more. Our print ads also provide unique property URL’s which will send the consumer to the apartment profile page where they can fill out a guest card.

In June 2008, For Rent Media Solutions launched its mobile Web site http://m.forrent.com/.

Our mobile Web site can expose a property manager to a wider audience, making their apartment listings available to consumers not only through print publications and the Internet, but through their cell phones as well.

Tip: Include the free customized keyword and text icon that For Rent Media Solutions provides to its print customers on your For Rent Magazine ad, leasing banners and yard signs. Be sure to advertise your community’s specials, events, and promotions in your customized responses. For additional branding and traffic, take advantage of using your custom keyword on your brochures, direct mail pieces, flyers and more to track the success of your print advertising. Reach potential renters in a manner that is convenient and most frequently used by them.

Did you know?

• According to the Center for Media research, text messaging is the most preferred advertising approach among over two-thirds (69 percent of adults and 64 percent of teens) of consumers.
• 52% of mobile users access the Web via their mobile phones, and 35 to 44 year-olds are leveraging this technology the most, with 60% spending time each week surfing the Web.
• 25% of mobile users access video on their mobile phones, with 88% of this group spending less than two hours/week, which indicates a growing appetite for rich media with shorter duration viewing patterns.
• 25% of mobile users are accessing social networking sites from their mobile devices, with one in seven respondents between the ages of 23 to 34 doing so for more than two hours/week.

2. Combining Print and Internet

The print industry is not dying - it is simply adapting to the new world of marketing. In today’s economy, it is important to maximize your reach by using the most effective method of marketing and advertising. This is done by using the powerful combination of print and Internet. Research from iProspect and Jupiter Research found that 67% of the online search population is driven to search by offline channels. Of that percentage, 30% come from print ads. Even more impressive is the fact that print advertising topped the list of offline media sources that led to a purchase, with 30% of search users who opened their wallet and bought online coming from a print medium. Marketers worldwide agree! Take a look at this article found by Lisa Trosien, a nationally recognized apartment marketing expert, called, ‘Why Cutting Print Budgets Means Cutting Online Sales’.

For Rent Media Solutions continues to prove that the “The Power of Print and Internet” is delivering favorable results. In January 2009, nearly 1.3 million potential renters sought out more information on our advertisers’ communities through our various points of contact, including: text messaging, video, phone calls and online guest cards. For Rent Magazine continues to drive LEADS and traffic to Forrent.com. With more than 2 million publications distributed nationwide, we deliver nearly three times the amount of LEADS to our Print and Internet advertisers compared to Internet only advertisers!

Tip: Include your ForRent.com vanity URL on your print collateral to drive LEADS directly to your listing and to more importantly, track the success of print. Find additional tips on how to maximize your print and Internet listings here.

Did you know?

• Offering online and print solutions is essential to the success of your business. Why?
  1. Not everyone has access to the Internet. According to a Pew Internet
      Research study, one-quarter of Americans have no Internet access.
  2. A 2008 Parks Associates study found that more than 20% of Americans had
      never looked up a Web site or sent or received emails.
• New consumer research conducted by Clark, Martire & Bartolomeo and commissioned by Google, shows that “among people who research products and services after seeing them advertised in newspapers, 67% use the Internet to find more information, and nearly 70% of them actually make a purchase following their additional research.”
• This new study demonstrates that print ads also drive people to conduct additional product research online. “56% researched or purchased at least one product they saw advertised in the print ad in the previous month.”
• In addition, the use of newspapers and the Internet reinforces consumer confidence. The study also states, “48% of respondents said that seeing a product in the newspaper after seeing it online would make them trust the product more and be more likely to purchase.”

3. Connecting on Social Networking Sites

Social Networking is like the old shampoo commercial; “I told two friends, then they told two friends, and so on, and so on…” -Doug Ross

Social networking sites, such as MySpace and Facebook, are growing daily. Consumers on social media Web sites aren’t just teens. Adults now outnumber teens on social networking sites. According to Enid Burns with Search Engine Watch, “the use of social networking sites among those 18 and older quadrupled over the past four years and seventy-five percent of online adults 18-24 have a profile on a social networking site.”  According to Hitwise, 27 percent of social networking traffic is moving to and from one another, suggesting that users have multiple accounts and can switch their loyalty quickly.

For Rent Media Solutions has over 50 MySpace profiles covering markets nationwide, exposing our brand and yours to more than 6,500 consumers. In addition to the profiles, we also syndicate your listings to MySpace Classifieds. Between Facebook, MySpace, YouTube, LinkedIn and Twitter, our direct social media network consists of more than 11,000 people and our extended network potentially reaches nearly 2 million people.

Tip: Set up a MySpace page or Facebook group for your apartment community to provide a distinct way for your businesses and brand to create direct connections with residents and prospective residents. Drive additional traffic and LEADS^TM to your ForRent.com listing by including your apartment profile page URL in your social networking profiles. In addition, these online communities can also allow you to interact   and communicate with your staff.

Did you know?

• Facebook has 175 million+ registered users and the average user has 120 friends on the site. More than 3 billion+ minutes are spent on the site each day and 850 million photos are added daily.
• MySpace.com has more than 100 million registered users. The site receives 55.7+ million unique users per month and 17.5+ million daily unique logins. The average MySpace user logs in 30 times a day.

4. Broadcasting with Online Video

Online video and video sharing sites such as YouTube are vital channels for driving user engagement and loyalty, as well as powerful internal tools benefitting employees. The impact of video is very strong when consumers find the videos though online search, social media sites or via the community’s Web site. Prospective residents are forwarding these videos via email and social media sites to friends who might also be interested in moving.

For Rent Media Solutions offers Community Theater^®, a professionally produced online video that enhances the apartment shoppers experience by allowing users to view your apartment community’s most sought after units and amenities as well as the surrounding city it is located in. For Rent Media Solutions does the work for you. All Community Theater videos are syndicated to ForRent.com, your management company’s website, AptsVideo.com, along with more than ten major channels including Google, Yahoo, MySpace and YouTube. Along with the Community Theater video, the long description, community name/location and ForRent.com apartment profile URL are included in on social media Web sites to encourage traffic back to your listing. The Community Theater videos have received more than 7.8 million video views and more than 845,000 of those views came from social media Web sites.

Tip: For additional exposure, post your Community Theater videos on your property management social networking profiles. Visit our YouTube profile here to find your Community Theater video. Click on the video detail page, copy the “embed” code and  paste it into your other social profiles or click on the ‘Share’ button then select the site of your choice to automatically syndicate the video to your profile. Another idea is to host a video contest for your residents and post the videos to your management company’s Web site and/or to your company YouTube page. User generated content can easily turn customers and fans into a network of content creators who communicate through video. Both online video and social media combined form new capabilities for business and   foster natural dialogue for your brand.

Did you know?

• According to Facebook, more than 5 million videos are uploaded each month.
• According to YouTube, the site has over 70 million videos and receives more than 100 million+ video views per day.
• comScore Media Metrix states that 52.5 million viewers watched 371 million videos on MySpace.com in November 2008 (7.1 videos per viewer).

5. Building Relationships

For any business to survive in today’s economy they need to know the essence of networking. Same rings true for individuals. With our current market, networking your business and yourself is critical. Sites such as LinkedIn, Facebook and Twitter will see tremendous growth, as more and more people are flocking to these sites for contacts. Your company’s presence needs to be on these sites to network and interact with potential partners. For Rent Media Solutions is an active participant in the conversations on LinkedIn and Twitter. These sites allow us to gain faster access to insight and resources in the multi-family housing industry. Start networking with industry professionals and renters today. Join in the conversation on LinkedIn and follow us on Twitter.

Tip: Set up a LinkedIn group to communicate with your employees and current residents. Use LinkedIn as a recruiting tool and post and distribute job listings to find the best talent for your company. Listen to industry subject matter experts on the discussion boards in Multi-family Housing groups such as Apartment Professionals Network, Multifamily   Technology, NAA, and Multifamily Insiders.

 Did you know?

• Twitter has 3.5million+ users and more than 1.1 billion ‘tweets’ have been sent to date.
• LinkedIn has over 35 million members in over 200 countries and territories around the world.

Bob Dylan said it best, “The line it is drawn.” It’s time for companies to accept the shift in media and move forward. Since the purpose of marketing is to generate revenue, increase LEADS, fill vacancies, and/or drive brand awareness, marketers need to find ways to do this effectively; and embracing an integrated marketing strategy is the first step. “You better start swimming or you’ll sink like a stone.” Are you maximizing your advertising strategy with For Rent Media Solutions?

We’ve posted an article previously with ‘Ten Tips for Advertising during Tough Economic Times’. And today I stumbled upon an article from the Wall Street Journal circling the same suggestion we provided; which is for companies to ‘provide perks’ for their customers. This is something we’d like to elaborate more on as it’s very current for today’s market. As I’m sure many property managers know the nationwide vacancy rates are increasing. In fact, according to research collected from Reis, apartment vacancy rates rose to their highest in more than 3 years-greater than 6%-in the third quarter of 2008. While most companies are looking to abandon ship on items such as advertising, the successful companies know better. So what else can property managers do in order to ensure lower vacancy rates at their communities? Again, we go back to the ‘provide perks’ tip.

Renters are smart. There is a plethora of information on the internet about how renters have control now. And everyone knows that turnover in the multi-family housing industry is costly. So keeping renters that are stable and dependable is highly desirable.

So what perks would your company be able to provide? The most popular choice for renters is going to be rent discounts! “There isn’t the job growth necessary to sustain a high demand for rentals and they [property managers and owners alike] have to be much more realistic” about price, said Daniel Baum, chief operating officer of the Real Estate Group. Offer rent discounts for residents that opt to stay in a longer lease.  And beware of the ‘shopper’ renter. These renters will do their research and seek out similar apartments in your neighborhood for less money. Be prepared to show how your community stacks up, or match the competitors pricing.

Another perk to offer would be services for next to nothing or free! (Everyone loves the word FREE) Does your community charge for additional amenities, such as spa usage, renting the club house or the use of a garage? Or how about upgrading on renters appliances? You could even sell the fact you’re installing energy star appliances to save them more money on monthly utilities!

And finally while property managers/owners have to pay bills too, we all need to be a little more flexible. In this state of the economy people are taking pay cuts or worse, loosing their jobs. So if a resident contacts you regarding the rent being a few days late, or a possible payment plan, weigh your options. If this renter has a steady track record, then be willing to discuss alternatives.

Times are tough, but everyone-property managers/owners and renters alike-have to survive. So finding a balance between what each side can financially do is going to be the way to weather this current economic storm.