90 Day Marketing Plans

The 90 day Marketing Plan consists of specific goals and objectives for traffic, gross and net leases, closing ratio, occupancy and retention rates supported by a budget for approval. An evaluation of current marketing efforts is completed and recommendations are made for:
 

Advertising

  • Print – Guides, newspapers and newsletters
  • Internet – Paid, pay for performance, pay for need and free
  • Social Media

Marketing

  • Identify the target market based in part on the demographics of the existing resident profile
  • Create a Marketing Theme(s)
  • Create a 90 Day Outreach Marketing Plan using the five types of outreach – blitzing, agency/nonprofit, merchant, corporate and community involvement. Identify the “who, what, when, where, how and why” for each activity.
  • Grand Opening and Open House Events
  • Promotional items
  • Collateral material
  • Models /mini models/make ready units
  • Referral Programs – current and previous residents, merchants and realtors
  • Curb Appeal
  • Signs/Flags/Banners

Sales

  • Review the traffic and leasing history to identify trends and effectiveness of current and past efforts
  • Identify the closing ratio of each sales person
  • Identify Competitive Advantages and how to use them in sales and marketing
  • Identify Potential Objections and how to address them in sales

12 POINT MARKETING CHECK UP!

The Marketing Check UP! is a quick check evaluation to assess the current marketing efforts and make recommendations to increase traffic and lease more apartments.
  • Physical Condition – exterior, interior and common areas
  • Curb Appeal
  • Collateral Material
  • Promotional Items
  • Target Market – compare to the demographics of the current resident profile
  • Outreach Marketing – 5 types of outreach marketing
  • Print Advertising
  • Internet Advertising/Social Media
  • Lead Management
  • Referral Programs
  • Leasing Center/Models
  • Competitive Advantages/Potential Objections
 

LEASE UP NOW!

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    RECENT LEASE UP! SUCCESS
 
               THE BINGHAM
          340 Market Rate Units
                Cleveland, OH
                    April 2011
  • Five month marketing and leasing project at a historic building in the Downtown Warehouse District
  • Repositioned property from a B to an A- Grade community
  • Increased occupancy from 78% to 90% during the winter months
  • Generated over 800 new prospects and leased 131 apartments
  • Maintained marketing and leasing momentum for a current 98% occupancy
  • Property now positioned for disposition
  • Market rents $900 to $3000