Where Do Renter Leads Come From?

By Steve Lefkovits | February 1, 2010 | AIM 2010 Conference | Add Comment | 3 Comments »

A digression.  I recently bought my wife a car.  I searched five web sites, and then looked up the dealer’s site to check his hours and location.  As I sat there signing the purchase documents, I wondered, who gets credit for bringing us in?  I asked the salesman.  He laughed.  He said he gets the credit.  He offered that the dealer just looks at his total marketing spend per sale. In their view car buyers use lots of sources to gather information.  He explained that multiple sources provide validation, trust and different perspectives.  Their research showed that different people absorbed different take-aways based on the source and the user experience.

As budgets get tighter, the struggle gets fiercer between apartment operator, their lead tracking and their ad vendors.  But is the struggle warranted?  Is each lead a zero-sum exercise?  Or are there more sophisticated ways that big advertisers look at the value of their advertising placements?

At AIM 2010 we will try to answer “Where do leads come from?” for companies that advertise in more than one place.  The answers are likely to lead to collaboration, data sharing and new ways of looking at effectively reaching prospective residents.

AIM 2009′s highest rated speaker is returning - Gary Angel, President of Semphonic, an international web analytics consultancy.  Gary will be just one of our speakers to address the topic. (Gary’s 2009 advanced presentation on different types of web analytics and how they’re used is found here.)

I hope you’ll come to AIM 2010.  Apartment companies and sponsor companies alike will benefit from the presentations that touch on more sophisticated understandings of lead attribution.

And of course, there will be so much more!

AIM 2010 (click here for more info)

Who: Marketing, Pricing and Operations Executives in the multifamily industry (owners and managers and sponsors only)

What: Apartment Internet Marketing Conference 2010.  Intermediate and advanced educational sessions on marketing, revenue management, transactional technology and more.

Where: Hyatt Regency Huntington Beach Resort and Spa, Huntington
Beach, CA (Orange County)

When: April 28 – 30, 2010

Registration: $595  register now

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  • rpickett@apartmentninjas.com

    I’m the President at Apartment Ninjas, an online apartment locating and listing site serving the Austin, Houston, Dallas, and San Antonio, TX markets. All I do everyday all day is generate leads for my agents via pay-per-click campaigns, search engine optimization, and a number of other internet marketing tactics.

    That said, Google Adwords is the number one way to generate quality leads, and a lot of them. Having your website optimized for search engines is the second most effective way to generate renter leads. This is done through keyword targeting, quality content, link building, and more. Having your site optimized is how you rank high in organic search results which is what you want but it’s hard to do and can take years before you start ranking high organically if your domain is new. Posting craigslist ads is third most effective method of generating renter leads. The leads generated from Craigslist are usually low quality, especially compared to leads generated from Google Adwords. Social networking with Twitter, Facebook, Ning, and similar sites will generate leads but not enough to know it. Use social networking for branding purposes, not for generating leads. Hope this helps.

    Houston Montrose Apartments http://www.apartmentninjas.com/area-search/area/Houston-Montrose-Apartments.html

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