The folks over at Centurion Properties are known as “the smartest guys in the room” when it comes to apartment marketing. (To see what I mean, check out this video of Greg Romundt, President, CEO, Trustee of the REIT, talking about tracking leads to conversions at Apartment WebCon.) So when executives at Centurion say, “In looking to improve our web site and overall marketing effort, we engaged TBM Productions [ApartmentVideo.ca] to stage and photograph our apartment portfolio. TBM Provided a cost effective solution for our business, the results were impressive and clearly allowed us to better articulate our value proposition to our prospective customers.” it’s worth checking out the math. Staging an apartment creates an evergreen asset for any company. When residents come for a tour, you might have to show them a beige box, but they’re already pre-sold because they saw your staged photos and videos. They’re there to sign on the dotted line. Contact us todayfor a demonstration on how this works. Ian(at)apartmentvideo.ca
Hold the presses!
After my last message about how to eliminate the high cost of newspaper ad and ILS expenses from your balance sheet, I had people asking me, “Ian, how does your video service work?”
Let me explain…
1. First, you get a price quotation for our staging and video services and approve it. 2. You provide us with the addresses and keys to your buildings and a date the units will be available for their video shoot. 3. I arrive that morning with my crew: The photographer, videographer and my team of movers. 4. We pick up the keys at your office and then, under my direction, my movers unpack the furniture, decorations and accessories (including dishes, bed covers, photos and fresh fruit for color and contrast). Neither your building supervisor nor on-site staff are ever disturbed. No one at Company has to lift a finger. 5. We stage the apartment in the morning. At noon the photographer / videographer begins shooting. By 5pm, we’re packed up and gone. 6. You approve the video. We post them to several video hosting services and manage your classified ad campaigns. 7. You count your savings.
You know how a full-page print ad to market a vacancy costs approximately $5,000? Well, It’s probably also costing you another $1,000 per year in fees per apartment building if you subscribe to the internet listing services (ILS). Now imagine wiping those fees off your balance sheet and getting the same results (likely better) by driving internet traffic to your own website. Here are 5 simple steps to make the transition from old marketing to social marketing:
- Use merchandising strategies to stage beautifully furnished units that appeal to any renter and makes them say, “I want to live there!”
- Create an apartment video for each apartment model
- Post your videos on your own YouTube channel
- Run ads on free listings like Craigslist, Kijiji, and other free services with links that drive traffic back to your website, not to the ILS (where residents finish looking at your property and jump immediately to your competitor.)
- Save up to 42% off your marketing budget– straight to the bottom line–and fill your vacancies faster.
For those who don’t know much about Movember, it’s a global campaign to raise awareness for Men’s Health. Men from all over the globe start of November clean shaven and take the month to grow a “Mo” in support of this worthy cause. Not only do these “Mo’s” help raise awareness for this important cause, they encourage donations. Each donation raised helps support prostate cancer and male mental health initiatives. So, let’s all join in support of this worthy cause, spread the word about Movember, donate to the cause, or have fun growing your own “Mo”! If you would like to make a donation to Movember, please click here. To get involved yourself, register here and start growing your own “Mo” and raising awareness and necessary funds for this worthy cause.
Hi, I’m Ian Goodwin and I want to share with you my “6 Secrets To Rapid Occupancy.” After 3 years of filming and promoting videos for the top property managers in Canada, I think you’ll be shocked to find out what I discovered works (and doesn’t work) in apartment marketing today. It’s not what you think.
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Why should I use video advertising? Landlords and property managers across the board are asking this very question today. Many of them feel a video ad is too flashy and completely unnecessary for their advertising campaign. Some feel it’s not worth the expense. Most truly don’t understand video advertising and should start to consider not only the short term benefits but the long term effects of video advertising. Video advertising accomplishes what text ads can’t – It delivers more information in a shorter time. Forrester research estimated that a 60 second video was worth 1.8 million words. Not only can you include more information in a video ad, but your information is 3x more likely to be retained when delivered with video. So bring life to your advertising and acquire a professionally crafted video for your building. How do you get started? We suggest you consider the benefits of your building and what you think attracts renters. In video you want to first convey the information the tenant would need to know such as where the building is located, what type of suites are offered, and any onsite amenities. Then turn their attention to what they want to know like where the nearest grocery store is, what types of restaurants and shopping malls are nearby, and if there is convenient access to a transit stop or subway station. Now that you’ve created a video that will attract tenants, it’s time to think about exposure and of course the benefits. Your target audience is looking to the internet as their first resource when hunting for a new apartment. So you will want a high ranking on Google and other search engines. An informative website with professional quality photos is great, but that alone won’t get you a high ranking on search engines. Since Google assumes all websites with video content are more relevant than sites without, adding a video (along with a video site map) to your website will get you a higher ranking. Additionally, if you embed your video on your website through YouTube, you automatically get the benefits from Google without the added hassle of creating a video site map for video search engine optimization. Aside from top rankings on Google, a major benefit to video advertising is qualified leads. Consider tenants with physical disabilities, these individuals will find apartment hunting far more difficult than anyone else. For a person with limited mobility, video advertising is the answer. These prospective tenants can watch the video to see if the apartment and building meets their check list. If it does, then they can plan one trip out to visit the location rather than trying to plan out a day or two of appointments and go from apartment building to apartment building with nothing to show for it but a lost day and endless frustration. This is also true for anyone who has to relocate. Anyone who has ever relocated knows the hassle involved in finding a place to live when you have travel time to think of. One usually ends up planning for a few days off to take a trip to the new city, where they will attend several pre-planned appointments and often times head home with no prospects. An apartment building with a video ad would help tremendously for those individuals. They can watch a few videos, pick their favourites, and spend an afternoon visiting only the apartments they know fit their needs. If you were to share all the pertinent information about your rentals within a video, the prospective tenant will feel more confident towards your building; becoming a more qualified lead. Furthermore, they would most likely sign a lease agreement during their first appointment. This quote from Marketing Sherpa – Video Marketing Benchmark 2009: “Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.” is exactly what we at Apartment Video are finding. The feedback we receive from companies who have asked us to produce videos is amazing. Everything from immediate contact and offers, to appointments set and inquires requested – All immediately after viewing one of our videos. For a little money upfront (less than what you’d expect), a well produced video can generate high quality leads, top rankings on Google, and therefore money in your pocket and recognition for your company.
There are many apartment building owners and property managers that are embracing the renovations needed to accommodate the handicapped. There are also many who want to make changes, but have no idea where to start. We at Apartmentvideo.ca want to provide you with a basic check list of items you will want to consider before making the decision to renovate a building. First of all, let’s go over the exterior and the common areas of the apartment building that you will need to consider renovations for: 1. Parking lot: make sure there are handicap spaces for residents as well as visitors. Keep them close to the doors, highly visible, and enforce permit only use. 2. Ramps: include a ramp from parking lot surface to the sidewalks and up to the door of the building (both front and rear entrance), if necessary. **Ramps should be at least 40 inches wide and 30 feet long. 3. Front Entrance doors: think about width and install auto push button door openers. Ensure the threshold is minimal or flush with the floor where possible. 4. Lobby/Mailroom: make certain there is easy access to the mailboxes for all accessible units. 5. Laundry Room: Do not raise laundry machines from the floor. Keep all doors (for either top loading or front loading) for each machine 36 inches or less from the floor. Clear and clean floor space is necessary. 6. Additional Common Areas: if your property includes a pool, lounge area, fitness room, library, or other onsite amenities, you will want to think about providing accessibility to those areas as well. Before any renovations commence, please check with your city’s building department to obtain proper permits. Next time we will touch on interior standards you should consider for each individual unit you want to be accessible. If you have any questions or would like to discuss creating a video for your building now, or after your renovations are complete, contact Ian. He will personally discuss your options for video promotion. Call 888-762-7181 or email ian(at)apartmentvideo.ca.
With more and more landlords and property managers seeing the need to create accessibility in their buildings, we are finding many looking for advice on where to start and what to think of. In order to make one of your units more accessible, you need to put yourself in the position of someone with special needs and see the unit through their eyes. Test out the heights of the fixtures (counters, sinks, etc), the hall widths, and doorways. Here is a list of areas and accommodations to think of when renovating a unit:
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Over the past few weeks we have discussed how more landlords and property managers have seen the need to create accessibility in their buildings. We have discussed what to think of when renovating your building and suites in order to create ‘Barrier Free Living’, Now, let’s touch on how to promote your accessible units. It is very important to promote your buildings first with use of professionally crafted video and second over the internet on rental websites, your own company website, free ad posting sites such as Kijiji or Craigslist, and your local March of Dimes office.
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Our corporate videos help your company to stand out from your competition. These videos are cost effective, help drive traffic, and are a 24 hour advertisement. Your target audience will be able to clearly and easily learn about your company and the message you want to share in a quick 30-60 seconds. Engage your audience in an entertaining way. No one will watch a long drawn out video, so keep it short to maintain your audience’s attention. Short targeted videos can be watched over and over again, passed on through social media outlets, and added to your email marking campaign.
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