THERESIMPLYHASTOBEABETTERWAY
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1 THERESIMPLYHASTOBEABETTERWAY How WindermerePropertyManagementditched inefectivemarketingeforts,andfoundabeterway tofind andsign propertymanagementclients. WHOWILLFINDTHIS REPORTHELPFUL: Marketingexecutivesandpropertymanagers Marketingexecutivesandpropertymanagers Managementbusinesseswithsluggish marketingcampaigns Propertymanagerslookingforefective leadgeneration
2 MEETJODISCHATZOFWINDERMEREPROPERTY MANAGEMENT/LORIGILL&ASSOCIATES Asarealestateagenttransitioingfrom salestopropertymanagement,jodischatzwas savvyenoughtoalignwithafirm thathadmorethan20yearsofexperienceinresidentialpropertymanagement.whatjodididn trealizewashowharditwouldbetobuildher businesssolelyontheslowtrickleofopportunitiesprovidedbytakingfloorcals. InInherquesttogrowherbusiness,JodicaledProtocol.ThisisthestoryofhowJodileveragedProtocol spropertymanagementmarketingsolutiontodevelopaconsumer-directdigitalmarketingstrategy.byworkingwithprotocol,jodiopeneddoorstodozens ofnew ful-serviceandlease-onlymanagementopportunitiesandbecamseoneof Windermere stop-earningpms. PROBLEM Likemostpeopleenteringtheproperty managementbusiness,ididn tknow wheretostartwhenitcametogrowing mybusiness. JodiSchatz Thepropertymanagementindustryisnot aneasybusinesstobreakinto.itcan takeyearstodevelopareputationand thenetworkneededtocreateasteady stream ofnew opportunities.asanew PM,Jodididn twanttowaitthatlong. Theformercolegiateathleteandmom to twoyoungboysknew shehadtodo somethingmore,butwasn tsureexactly whattodoorwheretostart. Icouldn tafordtothrowmoneyatmarketingandjusthopethatbusinesswouldpick up.fortunately,afriendrecommendedprotocol.theyhadaprovenmarketingstrategy,tailoredtothecompetitivepropertymanagementspace.idecidedtostartoutwitha trial andi msogladidid. (JodiSchatz) Inmarketing,whenapotentialcustomer makesaphonecal,filsoutaform,orschedulesanappointment,it scaleda lead. To getleads,jodineededtogettherightmessageinfrontoftherightaudience,soprotocolbuiltanonlineuserexperiencethatcreatedastrongpipelineofqualifiedleads.
3 SOLUTION Irealydidn tknowthediferencebetweena landingpage andawebsite JodiSchatz Mostmarketerstrytoseltheirclientson expensivewebsitesthataren tbuiltwith conversioninmind.sure,theymighthave manypagesandlotsofinformation,but how muchtimeavisitorspendsonawebsitedoesn tguaranteetheywilbemotivatedtoact. WhenProtocolstartedtalkingaboutan onlinepresence, Ijustassumedthey weretryingtoselmeonanexpensive website.irealydidn tknowthediferencebetweena landingpage anda website,butnowiunderstandwhythe rightsolutionformewasalanding page page. (JodiSchatz) Jodi slandingpage asimplebutcompellingtwo-partwebpage providedpotential clientswithjustenoughinformationtotake thenextstep:contactjoditofindoutmore. ItturnsoutthatsolvingJodi sproblem (a lackofleadscomingin)didn trequirean elaborateandexpensivenew website.just asma asmartlandingpage. ACTI THERIGHTUSER EXPERIENCE AfterlaunchingJodi slandingpage,itwas timetoexecuteastrategyforgetingthat pageinfrontoftherightaudience. Pay-per-click(PPC)marketingwastheobviouschoiceforthreeimportantreasons: 1.TheRightAudience PPCtargetsaspecificaudience;inJodi scase,peoplewhowerealready onlineandsearchingforwhatjodiofered.her campaigntargeteduserssearchingfor property management, fulleaseservices, leaseonly and otherkeywordsrelatedtojodi sspecificproperty managementservices. 2.2.TheRightLocation Bygeo-targetinguserswho weresearchingforservicesonlyinthelocations thatjodiserves,jodiefurtherzeroedinhermarketingcampaign. 3.TheRightBudget BecauseJodididn tspend thousandsofdolarscreatinganelaboratewebsite, shehadthebudgettofuelherppccampaign.she launchedagoogleadwordscampaignwitha modestdailybudgetandtrustedprotocoltocarefulymeasuretheresults. ACT I THEPAY-PER- CLICKCAMPAIGN
4 RESULT I m realybusynow andrealyhappy! JodiSchatz BecauseJodihadnevertriedpay-per-clickmarketing,shecan tofer beforeand after data,butwhatshecanpointtoishertrackrecordofexponentialyoutperformingtheindustryaverage. WHENITCOMESTOLEADGENERATION,CONVERSIONMATTERS % 480 INDUSTRYAVERAGE 24% PROTOCOL % BETTER CONVERSIONRATE COSTPERLEAD* Whenacquiredthough PPCmarketing $216 campaigns $45 INDUSTRYAVERAGE FORGENERATIONOFANEW CONSUMERDIRECTPROPERTY MANAGEMENTLEAD PROTOCOL *Jodihasbeenabletoconvert1in6,or17%,ofleadsintonewPMclients. TOTALCOSTOFNEWPROPERTY MANAGEMENTCLIENTACQUISTION $ 1,296 PMINDUSTRYAVERAGE $ 270 PROTOCOLAVERAGE
5 $1,296 COSTOFCLIENTACQUISITION (PMINDUSTRYAVERAGE) COSTOFCLIENTACQUISITION (PROTOCOLAVERAGE) $270 REDUCEDCOSTOFCLIENT ACQUISITION Thepropertymanagementindustry saverage costfortheacquisitionofanew clientisapproximately $1,296. With estimated gross profitof$2,625beforeexpenses(advertising, desk fees and otheroperating costs),jodi couldnotaffordthatlargeaninvestment.by workingwithprotocol,jodiwasabletoclosean averageof1outofevery6leads.her17% conversionratebroughthercostpernew client downto$270. BUT COULDWINDERMEREGETTHESAMERESULTSFORTHEIRBROADER SPECTRUM OFPROPERTYMANAGEMENTSERVICEOFFERINGS? YES! PROTOCOLHASBEENABLETOGENERATEHIGHLYTARGETEDLEADSFOR VIRTUALLYALLAREASOFPROPERTYMANAGEMENTINCLUDING: ResidentialProperty Management CommercialProperty Management Multi-FamilyProperty Management LeaseOnly Leasing+Management (fulservice)
6 ThePPClandscapeinthepropertymanagementspaceisunbelievablycompetitiveand costsperclickof$40ormorearenotunheardof.inthatclimate,it sextremelydifficultfor asmaler,independentfirm tocompetewithlargerregionalandnationalproviders.the megafirms likegreystarandriverstone seem tohaveunlimitedresourcesandmarketingbudgets.workwithprotocolandyoucanleveltheplayingfield. Tolearnmoreabouthow Protocolcanhelpyougrow yourpropertymanagementbusiness, giveusacalorsendusan .wewouldlovetotalkthroughyourbusinessandmarketingchalengestodevelopacustom solutionthatisrightforyou. UsingProtocolisthebestthingIcouldhavedonetogrow mybusiness.sinceifirstreachedouttoprotocol,i vehadthechancetospeak withdozensofotherpropertymanagementagentswhohavetriedal typesofmarketing.nothingtheysharedwasassuccessfulaswhati achievedwithprotocol.ifeelrealyluckythatprotocolwasthefirstthing Itried.I m realybusynow andrealyhappy! JodiSchatz PropertyManageratWindermerePropertyManagement LoriGil&Associates
7 LEADGENERATIONREIMAGINED ABOUTUS Protocolknowsefectiveonlinemarketing.Ourexpertiseinconversion-focusedlandingpage designanddevelopmentleveragesthepoweroforganicseowithcost-efectivepay-per-click advertising.ourclientslooktoustogeneratequalifiedleads,convertprospectstocustomers, andbuildbusiness andrevenue quickly SlaterAveNE#101,Kirkland,WA TOP-RANK
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