Peggy Hale is the Director of Sales and Marketing at Morgan Properties in King of Prussia, Pennsylvania. Like a Texas Ranger, she works without backup as the sole corporate marketing staffer.  In 2007, when Morgan doubled in size from 16,000 units to 32,000 units in a single acquisition, the company decided to put a heavy emphasis on operational best practices.  With a doubled workload, Peggy needed scalable help to manage their customer relationships and to collect the necessary data to understand which marketing efforts improved NOI.

WHAT THEY DID:

“Morgan Properties decided to hire Level One‘s leasing call center to handle 100% of our sales calls” says Hale.  “All traffic is sent directly to their marketing lead management specialists.”  From early data, Morgan Properties found out:

• That 85% of renter prospect traffic came from Internet sources

• By taking calls at all hours, not just during business hours, captured leads increased by 35%

• Accurate data helped them understand what type of media worked best in each market

• They were able to save $300,000 per year by optimizing and re-allocate their advertising spending in just four markets

WHY IS THIS IMPORTANT?

Right now, times are tough for multifamily and the stakes are high.  As a result, everyone connected to marketing should consider using these two principles to guide their marketing efforts:

• Marketing should be statistically or objectively measured and managed.

• Use marketing data to drive incremental revenue by bringing in more renters on the margins.

LEARN HOW YOU CAN:

Join us at the AIM 2009 Conference where Peggy Hale will be presenting a case study on Morgan Properties’ experience, and discussing how a call sales center helped the marketing efforts of a single person can create significant yield.

Need to know more about generating revenue through marketing (and everything else online)?  The AIM Conference is your event.  April 29 – May 1, 2009 at the Denver Marriott City Center.  Hurry, the early registration is only $525, but it ends on December 31.

REGISTER FOR AIM 2009 NOW