Apartment Blog

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.

Mobile phones and Web based communication platforms are increasing their presence and popularity among the lives of hundreds of millions of people globally. People do everything from sharing monotonous and routine details of every day life to alerting people to breaking news or product launches. You’ve probably heard a lot about Twitter, the free micro-blogging social network that’s growing faster than Facebook as we speak. Still, you’re probably wondering what Twitter is and how it actually works.

Have no fear, For Rent Media Solutions (@AptsForRent) has been spending a lot of time on Twitter lately, and has put together a guide to help Twitter newbies get started. Twitter is estimated to have around 5 to 10 million registered users. According to Compete.com, Twitter received more than 14 million unique visitors and more than 8 million page views in March. Oprah Winfrey set up a Twitter account and tweeted live for the first time on her April 17 show. According to Engadget’s Ryan Block, 1.2 million people signed up after she did. Is this a coincidence or is it the “Oprah Effect”? If your company doesn’t have a Twitter account, make it a priority to jump on the bandwagon. Still not convinced? Check out our lingo break down and tips and tricks below.

What is it?

Twitter allows users to send “tweets,” or text-based messages up to 140 characters long answering the simple question of “What are you doing now?” These “tweets” are then displayed on your profile page and delivered to other users who are “following” you (essentially, subscribing to receive your tweets). Also, you can follow (subscribe) to the tweets of anyone you want, from family and friends to Oprah, major Web sites, big brands and more.

Confused yet? It’s ok. Basically, Twitter is like an online cocktail party, a text message or like a Facebook status update, with which you can keep people up-to date with your life.

Who is “Twittering” and why should I use it?

According to PewInternet, 19% of online adults age 18-24 have used Twitter, 10% of 35-44yr olds have used it and 5% of online adults age 45-54 have also tweeted. Twitter is great for posting the ins and out of your life, but Twitter can be a great business tool to gain potential residents, retain residents or to stay abreast industry trends. Can’t attend tradeshows this year? Stay connected with attendees and speakers by using #’s. For example, you can follow the AIM conference going on right now by doing a Twitter search for #aimconf.

Twitter Lingo:

Followers

MySpace and Facebook use the term “Friends”, but Twitter uses the term “followers”. To follow someone, visit   their profile and select the “follow” option. The user will then receive an alert that lets them know you are now following them, and then they can choose to follow you.

@ Replies

Users have the capability to respond to all tweets by addressing the person by using their Twitter user name preceded by the “@” symbol. This will direct a tweet at another person, and causes your twitter to save in their “replies” tab. As a rule- don’t reply back to every tweet.

Direct Message

Sends a person a private message that goes to their device, and saves in their “Direct Messages” tab.

RT (ReTweet)

RT is short for retweet.  People add RT somewhere in a tweet to indicate that part of their tweet includes something they’re re-posting from another person’s tweet, sometimes with a comment of their own.

Favorites

If you come across a really good tweet that like, you can save it to your “favorites” tab.

What do you Tweet?

Anything you want really. People often times reminisce about a memorable experience, share a joke, share everyday updates, provide product updates and announcements or even simply say hello.  The tweets are just as diverse as the people you connect with. Tweets can be pitchy but not too direct. Mix up your tweets with @replies, general tweets, share photos, and throw in some links every now and then.  It is important to also add something of value to your followers like including links to research and helpful articles.

Who do you follow and how do you get followers?

Following a lot of people does help you get more involved with Twitter. That’s the point of Twitter. However, don’t do it all at one time. Follow people in the multifamily housing industry such as @ericacampbell, @ltrosien, @mbrewer, @30lines, @Eric_Urbane, @JohnTMitchell, @kategood, @RentWiki, and  @NAAhq. You can also follow celebrities, media companies, social media experts, big brands, residents and potential residents. Gaining a strong follower base can be tricky. Remember to be original, creative, funny, and offer quality tweets.

How often should you Twitter?

Twitter can be addicting. Trust us we know! But personally, we think 10-12 tweets should be the upper limit. There should be a good balance. Some of the people we follow, Twitter way more than that.

Get started today and Follow ForRent.com @AptsForRent!