Apartment Blog

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?

If you’re a renter you know the difficulties behind adding a little personality and color to your apartment. Restrictions like ‘no painting’ doesn’t allow for very much creative freedom. And given that your apartment is your space, your personal retreat from the rest of the world; it’s hard to be surrounded by bare white walls. Desperate to find solutions to this persistent problem, here are a few tips to help alleviate the madness.

Mirror, mirror on the wall.
Did you know when you decorate with mirrors that it can give the illusion of more space? Hanging a mirror on a wall opposite a window can also help with that effect while bringing in the color scheme of the outdoors. And my favorite, hanging multiple mirrors in a pattern is eye-catching as well as functional for adding dimension to the space.

Vinyl decals are lifesavers.
One day while sifting through the dollar store (you know, my favorite store), I noticed that they had wall decals. I bought a couple different sheets in a shells/beach theme to decorate my guest bathroom. They were a perfect solution to not being able to paint in there.  I put the decals on the tub as well as on the walls. The variety of color and artwork really was ideal for that small space. A friend of mine also purchased some for her bedrooms. Brightly colored flowers that coordinated with her bedding set. It was a wonderful compliment to her space. And with the variety of options out there, phrases, themes, graphics, colors, etc., you really can choose one that is all your own.

Collage of….EVERYTHING!
When you think of collages, you probably think of photographs. There isn’t just one way to do a collage of photographs though. You can do them by stringing them on a grid like patter, like we mentioned in our ‘20 Simple and Sensible Decorating Ideas’, or in frames. Varying the sizes and how you hang each one would make a big impact as well. In addition to a collage of pictures, you can also do plates. I saw on Home Décor with Kelly Edwards that this really makes a one of a kind art piece that is completely personal to you.

Think fabric & texture!
A rug doesn’t have to be on the floor! You can totally tack that sucker up on the wall for more vivid colors. You can also do one wall completely in curtains, Hildi taught me that (referencing Hildi Santo from Trading Spaces). It’s a way to make a very big impact with whatever pattern you want. Plus, you can change it out as often as you’d like. Another way to create visual interest on your walls is to do fish netting. I have that up in my bedroom with various shells weaved through it as well as a couple shell necklaces and sea glass. The netting itself doesn’t give any real color (besides the sandy color of the string) but what I can accent it with sure does!

When you purchase a home one of the main things, I’ve been told, you look forward to be being able to do is paint! Decorate those walls to your heart’s desire. But unfortunately, for us renters that is not an option right now.   So hopefully these tips will help you express yourself in your living space.

When post people search for super bowl facts, the more interesting they are the better! So I searched through many websites and weeded out the not-so interesting stuff, to compile a list of 10 random facts I found interesting. I thought I’d share them with you….

1. The name “Super Bowl” was not used officially until the 3rd championship game in January 1969.

2. No NFL team has ever played the Super Bowl in their own stadium.

3. New Orleans and Miami have hosted the Super Bowl the most at 9 times.

4. Mike Ditka, Tom Flores, and Tony Dungy have all won a Super Bowl both as a player and a coach.

5. The following things have never happened in a Super Bowl: a scoreless first half, a shutout, an overtime game and a punt return for a touchdown.

6. 30-second TV commercials are believed to be costing close to $3 million this year. If this reported rate is true, how is it that we are in an economic crisis??

7. According to About.com, the amount of chips consumed on Super Bowl Sunday is over 14 tons!!

8. Eight million pounds of guacamole is consumed on Super Bowl Sunday.

9. An average of 6% of people will call out on the Monday following Super Bowl Sunday.

10. The Super Bowl is measured in Roman numerals because a football season runs the span over two calendar years.

Now granted I’m a football impaired chick, so these facts may not be an over the moon spectacular or anything. But they sure made me say ‘uh…’ when I read them. Hope they gave you a little something to think about, or a least a much needed break from your busy day!

My father use to say ‘what do you get the person who has everything? A box to put it all in.’ (yes, my father is corny like that) But seriously, what do you do when you have a gift to purchase for someone and it appears that they literally have everything!?! 

Here are a few suggestions from the team at ForRent.com if you really wanna ‘wow’ someone who has everything…..

1. Unveil their inner Monet.  Local art studios and recreation centers typically offer classes starting at the beginner level and work their way up to advanced.  A class like this will let them try a hand at their pottery, wine slumping, or mosaics skills (the list goes on).  Pick a class you think would be of interest and see if it results in a new hobby.

2. Personalized wall art.  You pick the letter-shaped photos and the word; a first or last name is classic, but words like laugh, joy, and peace look great too!  A gift like this can’t be copied!

3. Go local.  Ever been complimented on a one of kind piece that you bought when visiting such and such a place?  Offer someone the same experience by bringing them back something unique from your travels.  Not only are you giving them something they couldn’t find themselves, but you are also supporting small, local businesses at the same time.

4. Everybody wants a good laugh!  Gifts from the heart are great, but every once in awhile someone needs to be thrown for a loop, why not be the person to do so?  Gifts like the below “Ignorance is Bliss” and “Bittersweet” scales are sure to be a hit and are definitely hard to come by.  You’ll walk away knowing this gift will be the source of much laughter! (www.uncommongoods.com)

5. Give to more than just them.  Sometimes people really do have everything and another knick knack isn’t the answer.  Organizations like Farm Africa (www.farmafrica.org/uk) allow you to make a sustainable purchase that benefits those in need under the name of a friend or family member.  Farm Africa actually has you purchase an animal that will be given to families in poverty; these animals help them overcome their poverty.  You can also adopt endangered species through certain organizations and send that animal’s information to your gift recipient.

Does your friend or family member feel passionately about a different cause?  Give them a TisBest Charity Gift Card and let them decide what to support.  All they need to do is log on to http://www.tisbest.org/ and choose from over 200 charities to contribute your predetermined gift amount toward.

6. Cooking Lessons.  Some people need to learn the basics, some people want to go gourmet, and some people would love to learn more recipes that fit their on the go lifestyle.  There are cooking classes out there that cover all these needs.  You could select a gourmet cuisine they may be interested in or lend them a hand with some beginner basics; either way this hands on gift lets them walk away with more than a good food sampling.

You should also check out available classes in your area for wine making or making beer. What an interesting trait to say you have learned? Who knows, you could inspire them to make some for your present next year!! Go for the skill they’d learn and the experience they’d have while doing it.

7. Have you, yourself learned a trade? Why not put it to good use! If you’ve taken scrapebooking lessons, put your talent to work for a friend. If you are a skilled photographer, why not utilize your skills with a photographer the person would love. It’s the personalized gifts that really take the breath away of the recipient. So go ahead….get creative!

8. So they may have everything, but have they done everything?  Think through things they have mentioned wanting to do, but either put off or chickened out.  Maybe they have always wanted to learn to ski, so you buy lessons or they think skydiving looks fun, but are too afraid to sign up.  This gift may take more thought, but they are sure to remember it.

 9. Feeling especially green this season?  Purchase a tree or several in your favored friend’s name and let them feel good about helping to sustain our planet.  Places like http://www.arborday.org/ and http://www.americanforests.org/ make giving gifts like this as easy as planting seeds.

10.  How many people can say they have a star named after them? This is something my brother did for one of his girlfriends and I thought it was the sweetest thing. You can literally name a star after a friend or loved one. Go on http://www.starregistry.com/ for the process!

11. Photo gifts. I am a personal fan of Walgreens.com photo center. They have a really nice collection of gifts you can do for anyone. One year I did a calendar of photos for my mother. There are also mugs, pillow cases, aprons, mouse pads and more! Or you could take a photo that you have, that the recipient would like, and enlarge it. Frame it with a matte and it’s a one of a kind piece of art!

12. Coupon book. This works if you’re a little financially strapped during the holidays as well (who isn’t these days). In a book I created, I had a coupon for various tasks such as: FREE dog sitter one night, hot chocolate and a movie, dinner at your favorite restaurant, NO boys allowed-girls night out, etc. I also incorporated my skills at their disposal whenever they should need it (which I’m sure will happen since I’ve already offered it and they have a coupon saying I’d oblige). This was extremely appreciated as it came from the heart and literally is a gift that keeps on giving (until the coupons run out)!

We hope these gifts have inspired you and given you something to get for that one difficult shopper on your list!  Happy Shopping!

Okay, so everyone who lives in an apartment community is typically invited to a holiday party if their management company is throwing one. But rarely are residents inclined to go. There are a couple reasons, to say the least, but let’s focus on the reasons why they should want to go! And what management companies can do for residents to want to go! Take a look at our tips….

1. Interesting music…..hire a band or a DJ!!

2. Gift incentives! Gift cards are great for the holidays or shoot, how about a discount on rent!

3. Pets are a part of the family too, how about incorporating them in some manner!?

4. Pot Luck Dinner, each resident will feel more a part of the event if they have contributed.

5. Gift or Cookie exchange. Get some interaction and co-mingling.

6. Offer up crafts. Like a make your own Christmas wreath! Or something kid friendly, like the Advent Calendar Craft we posted.

7. Pictures with Santa for either pets or children.

8. A unique beverage assortment. For instance, a hot chocolate bar and sitting area in front of the fireplace.

9. Theme parties are always a lot of fun! Check out our Tacky Christmas Sweater Party Tips.

10. Christmas tree decorating. Have each resident bring an ornament to put on the tree. Have the tree displayed somewhere on the property for guests and residents to see.

11. Provide a greater service. Have the holiday party coincide with a charity donation/event.

12. Residents on the fly?? Have ‘cookies & milk for Santa’ baskets ready as a thank you for stopping by!!

Some other great ideas were providing games, like Cranium or a scavenger hunt, for residents to play; or offering up a wine tasting event with hour d’oeuvres. Whatever your apartment property decides to do, make sure you think of what the residents would actually want. Happy residents make for a happy apartment community!

Re-gifting….YAY or NAY?? While some find this concept absolutely repulsive, others find this completely acceptable. If you find this option, re-gifting, ‘okay’ then you might want to check out these tips before doing so! Believe it or not, even re-gifting has rules…..

1. Hold onto the gift a full season or holiday, this way enough time passes that it may be forgotten by others
2. Give it to someone in another social circle, for example if Grandma gives you your thousandth trinket make sure to steer clear of family and pass it on to a co-worker or friend
3. Make the most of White Elephant opportunities- half of the gifts given are gags anyway so use the game as an opportunity to unload unwanted items
4. DONATE them at the holidays- those angel trees never share about the person’s interest or hobbies, so you’re safe dropping off something “random”, just make sure it serves as a little extra in their bag and not the primary gift
5. Embellish it- feel like it was shafty when you got it?  Then add something to it like a gift card or bow to make it worthwhile…then pass it on!
6. Consignment shop here you come- this is mostly limited to clothing and accessories, but if your special gift fits the bill then take it in and see what you can make!  Note: this mainly benefits you and the store, but shouldn’t the gift have benefited you initially?  I see no crime here.
7. Door prize!  Ever throw parties like ornament decorating, holiday book club, wine tasting, or Bunco???  Why not giveaway a nice little treat to the first person in the door?
8. Is Secret Santa going on at work?  Make sure you sign up to participate and empty out your stack of “desirable” gifts to that special name you drew.  The plus to this is, you make space in your closet and seem generous at the same time!
9. Obligation gifts…we all know what these are!  Next time someone unexpectedly gives you a gift during the holidays, be prepared.  Have your gift wrapped and ready, they’ll appreciate you thought of them as well and it saves you from spending money on people who didn’t make your shopping list the first or second time around.
10. Knock, knock- The holidays are the perfect time to build a relationship with your neighbors.  They will appreciate the gesture and hopefully will remember it the next time you ask them to keep an eye on your apartment when you’re away!
11. And they didn’t even see it coming!!!  Take time to re-gift presents to people who wouldn’t expect anything in the first place.  Your mailman, maintenance staff, kid’s bus driver, office receptionist, and security guards work hard everyday- give them a little something to show that you notice!
12. Lend a helping hand.  Have you ever been to something where a person forgot to bring a gift or was unaware they needed one?  Save them from shame and let them use yours.